Shekel Mobility vs Principal Financial Group
Side-by-side comparison of AI visibility scores, market position, and capabilities
Nigeria YC W23 automotive dealer fintech with $56M transactions across 1,400+ dealers at $2M+ ARR Nov 2023; $7M+ total ($3.2M Ventures Platform/MaC/YC equity + $4M+ debt) competing with AutoChek for $30B African used car market dealer financing.
About
Shekel Mobility is a Lagos, Nigeria-based B2B automotive fintech platform — backed by Y Combinator (W23) with $7 million+ in total funding including $3.2 million in equity and $4 million+ in debt in November 2023 co-led by Ventures Platform and MaC Venture Capital with participation from Y Combinator, Voltron Capital, and Zedcrest — providing African car dealers with a combined marketplace, neobank, and trading platform that enables inventory financing, dealer payments, and business banking for the $30 billion African used car market. Founded in 2022, Shekel generated $2 million+ in ARR by November 2023, facilitated $56 million in transactions across 1,400+ auto dealers, and financed 7,000 cars through Shekel Credit (providing up to $200,000 credit limits per dealer) with a 2025 goal of facilitating $10 billion in annual automotive transactions.
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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