Range vs Principal Financial Group
Side-by-side comparison of AI visibility scores, market position, and capabilities
AI wealth management for high-income professionals. Flat-fee model with human advisors + AI dashboard. $103M raised ($60M Series C). Founded 2021, McLean VA.
About
Range is a McLean, Virginia-based wealth management company founded in 2021 to serve high-income professionals — physicians, lawyers, engineers, and executives — who earn significant incomes but lack the time, expertise, or appropriate advisory relationships to optimize their full financial picture. The company was built on the observation that the traditional wealth management industry serves the ultra-wealthy well but leaves a large population of high-earning professionals underserved by advisors who focus on assets under management rather than comprehensive financial planning. Range built a flat-fee advisory model that aligns advisor incentives with client outcomes rather than portfolio size.\n\nRange's platform combines human financial advisors with an AI-powered financial dashboard that gives clients real-time visibility into their complete financial life — income, equity compensation, tax exposure, insurance, estate planning, real estate, and investments — in a single interface. Advisors use the AI tools to provide proactive guidance on tax optimization, equity vesting strategy, debt management, and retirement planning across what are often complex, multi-source financial situations. The flat-fee pricing model, starting at approximately $3,600 per year, makes comprehensive wealth management economically accessible to professionals who do not yet have the accumulated assets that traditional private wealth managers require.\n\nRange has raised $103 million in total, including a $60 million Series C, to scale its advisor team, technology platform, and member acquisition. The company competes with Facet Wealth, Savant Capital, and traditional RIAs in the comprehensive financial planning space, but differentiates through its technology-forward platform, equity compensation expertise, and flat-fee transparency. As more high-income professionals accumulate complex financial situations through startup equity, RSU vesting, and multi-source income, Range's model of human expertise augmented by AI financial intelligence addresses a large and growing market segment that traditional wealth management has consistently underserved.
Des Moines retirement and asset management (NASDAQ: PFG) at $16.13B 2024 revenue (+18%), $753B AUM; new CEO Deanna Strable (Jan 2025), Ascensus ESOP acquisition (2024), $1.7T AUA competing with Empower for mid-market 401(k).
About
Principal Financial Group, Inc. is a Des Moines, Iowa-based financial services company — publicly traded on NASDAQ (NASDAQ: PFG) as an S&P 500 Financials component — providing retirement savings, asset management, and group insurance and benefits to 61 million customers worldwide through approximately 20,000 employees with $753 billion in assets under management (AUM) as of Q2 2025, $1.7 trillion in assets under administration, and $16.13 billion in 2024 annual revenue (up 18% year-over-year) with net income of $1.57 billion. Founded in 1879 as The Bankers Life Association by Edward Temple and Simon Casady to provide affordable life insurance to Iowans, Principal demutualized and completed its IPO in 2001. Deanna Strable became President and CEO in January 2025 (succeeding Dan Houston), with Joel Pitz named CFO. Principal operates through three segments: Retirement and Income Solutions (RIS — 401(k), 403(b), defined benefit plans, nonqualified executive benefits, pension risk transfer, and individual retirement products), Principal Asset Management (equity, fixed income, real estate, and alternative investments for institutional clients), and Benefits and Protection (group dental, vision, life, and disability insurance). Key acquisitions include AFP Cuprum (Chilean pension, $1.5B, 2012), Wells Fargo's institutional retirement and trust business ($1.2B, 2019, adding 401(k)/pension/ESOP plans), and the 2024 agreement to acquire Ascensus's ESOP business (800 plans, 165,000+ participants). Principal's market capitalization stands at approximately $18.3 billion.
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