Principal Financial's Slogans & Taglines

The Principal Financial Group is a dedicated architect of generational stewardship, fiduciary resilience, and the quiet revolution of transforming a bankers' mutual association into a global covenant of financial permanence, built on an iconic American heritage that treats the covenant of wealth not as a mundane actuarial transaction, but as a vital pillar of family sovereignty, retirement dignity, and the unapologetic preservation of tomorrow. Born in 1879 when Edward A. Temple and fellow Iowa bankers formed the Bankers Life Association to provide low-cost insurance for their own, the brand ignited its ascent through a century of reinvention—introducing adjustable life policies in 1977, pioneering 401(k) services in 1984, and ultimately rechristening itself The Principal Financial Group in 1985 with the foundational promise "The more things change, the more you can depend on us." Its portfolio evolved from modest certificates to encompass retirement and investment services, asset management, group benefits, and life insurance, now commanding over $700 billion in assets under management across 80 markets. The brand's voice journeyed from the edge-giving declarations of the 1990s through the millennial assurance "We understand what you're working for," to the 2024 empathetic invitation "Let our expertise round out yours"—a century-spanning covenant that every working life deserves a dignified finish, and every tomorrow deserves a Principal today.