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 an advisor, 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 & advisors
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 advisors in Northern California to contact one directly.
Our alliances & associations
Chambers of Commerce
- Asian Pacific
- Elk Grove
- Modesto Hispanic
- Sacramento Hispanic
- Sacramento Rainbow
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.
Tim Snyder, CLF® - Senior Managing Director
When I came to Principal in 2013 my goal and passion was to bring together and nurture a team of leaders and high performers. We should talk if you are entrepreneurial and looking for an opportunity to chart your own course and build your own business. My wife, Rebecca, and I have 4 young children which means my evenings and weekends are a whirlwind of activity which I wouldn't change for anything.
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
Betty W. Lee - Managing Director
I joined Principal in January 2016 to have the opportunity to mentor and help advisors grow their practices in a truly open architecture environment. I want to work with advisors 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.
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).
Amber Jones, CLF® - Operations Manager
Amber joined Principal in 1997 and oversees business center operations for the region. She provides oversight and support in the areas of compliance, advisor onboarding, staff supervision, budgeting/expenses, marketing, culture/customer service, physical operations and implementation of business center initiatives. Passions outside of work include traveling, family time and trips to the beautiful California coastline.
Laura Grell - Recruiting Support Coordinator
Laura started with Principal in October 2017 and has over a year of experience in recruiting and HR. She specializes in candidate experience and delivering quality recruiting/selection support.
Laura has a Bachelor’s degree in Marketing with an emphasis in Sales Management from the Univeristy of Northern Iowa.
She stays active by working out and golfing, spending time with family and friends and traveling to new places.
Kristen Martin - Recruiting Support Coordinator
Kristen brings over 10 years of experience in financial services and advisor 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.
Interested in meeting with an advisor near you? Great! Check the list below to see who's available in your area and learn more.
1478 Stone Point Drive, Suite 390
Roseville, CA 95661
Directions to the Roseville office
1100 Pacific Marina #701
Alameda, CA 94501
Directions to the Alameda office
Elk Grove office
9245 Laguna Springs Drive, Suite 100
Elk Grove, CA 95758
Directions to the Elk Grove office
301 Banner Court, Suite 1
Modesto, CA 95356
Directions to the Modesto office
Morgan Hill office
16875 Joleen Way, Suite 160
Morgan Hill, CA 95037
Directions to the Morgan Hill office
1478 Stone Point Drive, Suite 390
Roseville, CA 95661
Directions to the Roseville office
San Francisco office
425 California Street, Suite 400
San Francisco, CA 94104
Directions to the San Francisco office
Santa Rosa office
445 Orchard St. #103
Santa Rosa, CA, 95404
Directions to the Santa Rosa office
19401 Sleepy Hollow Ct.
Sonoma, CA 95476
Directions to the Sonoma office
Walnut Creek office
500 Ygnacio Valley Road, Suite 150
Walnut Creek, CA 94596
Directions to the Walnut Creek office
The financial professionals of the Northern California Business Center are licensed in AZ, CA, CO, DE, ID, IL, IA, MA, MI, MN, NV, NM, NY, OR, PA, SC, SD, TX, UT and WA to offer insurance products, life insurance (including variable life), annuities (including variable annuities), securities and investment advice.
This site is not a solicitation of interest in any of these products in any other state.
Insurance products from the Principal Financial Group® are issued by Principal National Life Insurance Co. (except in NY) and Principal Life Insurance Co. Securities and advisory products offered through Principal Securities, Inc., 800-247-1737, member SIPC. Principal National, Principal Life, and Principal Securities are members of the Principal Financial Group, Des Moines, IA 50392.
* Advisors marketing under DBA are not an affiliate of any company of the Principal Financial Group®.
Important Consumer Information: The Northern California Business Center Financial Professionals of Principal Securities may only transact business in a particular state after licensure or satisfying qualifications requirements of that state, or only if he or she is excluded or exempted from the state's registration requirements. Follow-up, individualized responses to consumers in a particular state by any of the Financial Professionals of Principal Securities that involve either the effecting or attempting to effect transactions in securities or the rendering of personalized investment advice for compensation, as the case may be, shall not be made without first complying with the state's requirements, or pursuant to an applicable state exemption or exclusion. For information concerning the licensure status or disciplinary history of a broker-dealer, investment adviser, BD agent or IA representative or any financial institution he or she represents, contact your state securities law administrator.
The Financial Professionals of Principal Securities are licensed in a number of states to offer insurance products, and life insurance (including variable life), annuities (including variable annuities), and are securities and advisory registered in a number of states. This site is not a solicitation of interest in any of these products in any other state.
Principal Life maintains certificates of authority to transact insurance in all 50 states. Principal Life NAIC identification number is 61271. Principal National NAIC identification number 71161.