Northern California Business Center

The Northern California Business Center is a group of local offices representing Principal^® in the Northern California, Reno and Lake Tahoe Regions. We are dedicated to helping individuals, businesses and their employees achieve financial security and success in our communities. We proudly represent the Principal with integrity and professionalism.

Working with us

If you’re interested in working with us as a financial professional, we’ll provide you a professional and supportive environment that helps you build your knowledge and skills. Learn more about what it’s like to work with us and meet our management team.

See our office locations & financial professionals

If you’re looking for a financial services product, we can help you find a local financial professional at Principal^® to discuss your financial needs, as well as purchase life insurance, annuities, securities and investments.

See a list of financial professionals in Northern California to contact one directly.

Our alliances & associations

Chambers of Commerce

• Asian Pacific
• Elk Grove
• Folsom
• Metro
• Modesto
• Modesto Hispanic
• Ripon
• Riverbank
• Rocklin
• Roseville
• Sacramento Hispanic
• Sacramento Rainbow

Associations

• NAIFA
• FPA
• GAMA

Do you want to make a difference and help others solve problems? We do too. That’s why we want to talk to you about your future with Principal. Whether you’re just getting started or ready to move your business in a new direction, we’ve got your back.

An inclusive culture and tools to build your career

The one thing we have in common is that each of us is different. That’s why we seek diversity in the people we hire. Our inclusion extends to the way we do business with a flexible work culture. That may mean you want to focus on a specific market, be a solo practitioner or join a team. No matter what you choose, we’re here to give you the right tools to build your confidence and help you succeed.

Meet the management team

Now that you know a little about our business center, we’d like to tell you about the amazing folks you’ll be working with.

Steven J. Wright, CLU^®, ChFC^® - Regional Managing Director

Steve has dedicated over 28 years to Principal Financial Group and the financial services industry including over 20 in leadership within the Sacramento region. He leads a team that specializes in helping businesses owners, their leadership teams and individual employees to set and achieve their financial goals. Steve has been married to his wife Jill for nearly 30 years and enjoys volunteering in the industry, the community and their church.

Contact information
916-773-3343 ext. 309
wright.steve.j@principal.com
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Jonathon Roth, RICP^® - Managing Director

Jon joined Principal^® in 2013 and accepted a position as Development Director for the Northern California Business Center in 2015. With nearly 10 years of experience in the industry, Jon works with families and businesses alike focusing on their personal needs and adding value where he finds opportunity. As Development Director, Jon trains and coaches financial professionals in his region to follow his format for success.

Originally from Lexington, MA, Jon moved to California in 2005. He and his wife, Katie, were married in 2008 and together they have four children.

Jon earned his BS Marketing from Fairfield University and the Retirement Income Certified Professional, RICP^® certification from the American College in 2016. Jon has FINRA series 7, 63 and 65 securities registrations and became a member of Premier Club in 2014.

CA Life and Health Insurance, License # 0H17871

Contact information
916-773-3343 ext. 350
roth.jon@principal.com
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Betty W. Lee - Managing Director

I joined Principal in January 2016 to have the opportunity to mentor and help financial professionals grow their practices in a truly open architecture environment. I want to work with repersentives who are passionate about helping others and enjoy a high performance work environment. When I am not working I enjoy all that Marin County has to offer – including live performances, skiing and being a volunteer for my daughter’s school.

Contact information
lee.betty@principal.com
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Cory Kelly - Associate Managing Director

Cory joined Principal^® in 2015 with more than five years of experience in the financial services industry and 20+ years in business management and information technology. Prior to joining Principal®, Cory spent five years as a professional golf instructor where he ran and developed the second largest, and only year round, First Tee and high school golf coaching program in the Sacramento area. With a young and growing family, Cory turned back to the financial world to even out his work/life balance. With his extensive and diverse business history, now coupled with the coaching ability to connect with clients of all backgrounds, Cory strives to help each client put a results oriented plan in place to reach their goals and take ownership of their future.

Cory lives in the Sacramento area with his wife Brittany and three children – son, Aidan and daughters, Vivian and Devlyn. Cory loves all things golf, cycling, running and skiing.

Cory earned his Bachelors in Organizational Management and Economics at Colorado State University and Masters of Education degree at Southwest Texas State University. He holds FINRA Series 7 & 66 Securities Registrations and is CA Life and Health Licensed (0D47027).

Contact information
916-773-3343
kelly.cory@principal.com
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Becky Helle - Assistant Director Field Operations 

Becky has been with Principal since 1992. She leads the overall operatonal strategy and activities for her region that includes offices in Nebraska, California, and Oregon. Within her role she creates process improvements to meet important business needs. Becky's passion is helping Financial Professionals be successful by leading her team to provide extraordinary experiences to them and their clients.  

Contact information
319-730-1030
helle.becky@principal.com
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Eileen Duran - Manager Field Operations 

Eileen focuses her day to day activity around helping our financial professionals and helping develop a team in order to run a compliant, efficient office, and better serve you.  Eileen has 14 years of experience in our industry and is passionate about delivering excellent client sevice and serving the community in which she lives. 

When she's not in the office, she enjoys traveling, sports, and outdoor activities. 

Contact information
duran.eileen@principal.com
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Kristen Martin - Recruiting Support Coordinator

Kristen brings over 10 years of experience in financial services and representative recruiting to Principal^® and has been with the company since 2014. She is specialized in candidate experience and delivering high quality recruiting support to business centers and advisors alike. Kristen has her bachelor’s degree in marketing and human resources from Colorado State University. Outside of work, Kristen enjoys spending time with her family, including her husband Eric, and two children – Jamison and Carson in addition to traveling the world, exploring new places, and meeting new people.

Contact information
208-342-2765
martin.kristen@principal.com
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Brittany Bral - Candidate Launch Consultant

Brittany has been with Principal since 2015. She graduated from the University of Northern Iowa with a degree in Public Relations and Marketing. In her role, she specializes in providing a smooth and positive experience to new or transitioning Financial Professionals as they work together to set up initial marketing pieces. Brittany works with several business centers across the US, ranging from the Midwest to the West Coast. 

Contact information
515-878-6289
bral.brittany@principal.com
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Interested in meeting with a financial professional near you? Great! Check the list below to see who's available in your area and learn more.

Roseville office

1478 Stone Point Drive, Suite 390
Roseville, CA 95661
800-468-7188
Directions to the Roseville office

Alameda office

1100 Pacific Marina #701
Alameda, CA 94501
415-515-6310
Directions to the Alameda office

Elk Grove office

9245 Laguna Springs Drive, Suite 100
Elk Grove, CA 95758
916-683-6240
Directions to the Elk Grove office

Modesto office

301 Banner Court, Suite 1
Modesto, CA 95356
800-458-1257
Directions to the Modesto office

Reno advisors

1478 Stone Point Drive, Suite 390
Roseville, CA 95661
775-851-8848
Directions to the Roseville office

Santa Rosa office

445 Orchard St. #103
Santa Rosa, CA, 95404
707-579-1209
Directions to the Santa Rosa office

Sonoma office

19401 Sleepy Hollow Ct.
Sonoma, CA 95476
707-996-4679
Directions to the Sonoma office

Walnut Creek office

500 Ygnacio Valley Road, Suite 150
Walnut Creek, CA 94596
925-906-4600
Directions to the Walnut Creek office