North Florida Business Center
The North Florida Business Center is a group of local offices representing Principal® in the Jacksonville, Gainesville, and Melbourne areas of Florida as well as Mobile, Alabama and surrounding areas. We are dedicated to helping individuals, businesses and their employees achieve financial security and success in our communities. We proudly represent 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 the North Florida area to contact one directly.
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 North Florida and Central Florida team of Principal Financial Group®
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.
R. Daryl Holton, CLU®, ChFC® - Regional Managing Director
As a Regional Managing Director, Daryl is responsible for building a dynamic environment focused on helping community partners, financial advisors and benefit firms enhance their collective potential. As a graduate of Jacksonville University, Daryl joined Principal® in 1986 as an advisor and was promoted to a leadership role in 1991. Daryl is active within the industry as a member of the Society of Financial Service Professionals, the National Association of Insurance and Financial Advisors, GAMA International and is passionate about his family (wife Cathy, daughters Rachel and Caitlin and son-in-laws Scott and Christian), his Riverside/Avondale community, Florida State Seminoles and Jacksonville Jaguars football.
Jason R. Sanders, MBA - Managing Director
As Managing Director, Jason actively recruits new and experienced financial professionals to the firm, and works with all our financial representatives focusing on their professional development. Jason joined the leadership team in 2015 and has been in the industry since 2009. He is married to Sally with two children and loves spending time outdoors and watching FSU and Jacksonville Jaguars Football.
Shirley A. Cody, ACS - Operations Manager
Shirley Cody brings many years of experience in the financial services industry since joining Principal® in 1977. As Operations Manager, Shirley oversees the daily operations of the business center, leads and directs our administrative staff, supports our management team in onboarding and development of new associates, and strives to ensure all clients and representatives of the business center receive a high level of assistance and service. As a native of Jacksonville, Shirley and her husband are active in the community and enjoy spending time with family and friends.
Dawn A. Spaulding - Field Supervisory Associate
Dawn joined Principal Financial Group® in 2015, bringing with her 25+ years of experience in the financial services industry. As Director of Field Supervision, Dawn is responsible for assisting Regional Managing Directors' and Business Center leadership teams with their supervisory and regulatory responsibilities.
Along with supporting the leadership team, Dawn also works closely with each Registered Representative within the Business Center, providing individualized compliance coaching, training and guidance.
Dawn serves as the central point of contact for industry and company communication updates for the Jacksonville and Orlando, Florida, Business Centers, the Mobile, Alabama Business Center as well as the Houston, Austin and San Antonio, Texas Business Centers of Principal®.
Dawn currently holds FINRA Series 7, 9, 10, 24, 51, 63, 65 security registrations, as well as a Florida Life, Health and Variable Annuities license.
Originally from New England, Dawn and her husband Adam moved to Florida in 2008. On any given day you can find them walking around one of the Walt Disney World parks, or perhaps jumping on a ride at Universal Studios, Universal Islands of Adventure or Sea World where they happily have annual passes.
Lori G. Scott - Sr. Marketing Coordinator
Lori joined Principal in 2004 and provides pre-sale and post-sale administrative and marketing support to some of our top financial advisors as Senior Marketing Coordinator. Lori has had the privilege of living in several places across the country while her husband, Tim, served in the United States Army. They have one son, Brandon, who is married and currently serving in the Army.
Brenda Street - Sr. Marketing Coordinator
Brenda oversees the operations of the Mobile, Alabama office location. She assists the leadership team, supports the advisors and focuses on running an efficient office while servicing clients. Brenda has 20 years of experience in the industry. She is active with NAIFA functions and community groups. She enjoys flower gardening, Alabama football and spending time with her family.
Rocio Lichtman - Senior Marketing Coordinator
North Florida, Central Florida and Mobile offices
Rocio has over 17 years of experience in Financial Services. Her primary goal is to be a great asset to our financial advisors. Upon joining Principal, she immediately rolled up her sleeves and began assisting financial advisors within the Orlando, Jacksonville and Mobile, AL offices. Originally from Peru, Rocio moved to the United States to pursue an American education and career path and speaks and writes fluent Spanish. Rocio’s second passion is makeup and fashion consultancy. In her spare time, Rocio enjoys ballroom dancing, traveling, and finding the latest and greatest restaurants in the Orlando area.
Rocio currently holds FINRA Series 7 and 63 security registrations.
Heidi Calahan - Sales Support Specialist
Heidi joined the Principal in 2015 as Sales Support Specialist and brought 20 years of banking experience and 12 years of experience in Geological and Environmental Services. Heidi works with our financial representatives processing new business and assisting with client services. Heidi enjoys baking and running and is passionate about her family (a daughter who resides in St. Petersburg, Florida and a son who is currently pursuing a military career).
Laura Grell - Recruiting Support Coordinator
Laura started with Principal in October 2017 and has over a year of experience in recruiting and HR support. She specializes in candidate experience and delivering quality recruiting/selection assistance.
Laura earned her bachelor’s degree in Marketing with an emphasis in Sales Management from the Univeristy of Northern Iowa.
Laura stays active by working out and golfing. She enjoys spending time with family and friends and traveling to new places.
Suzie Daggett - Marketing Support Coordinator
Suzie brings to the Business Center over 18 years of industry experience. She specializes in providing high quality marketing support. She has a broad knowledge of Principal® products and new business processes, as well as years of customer service experience with both clients and advisors.
Suzie received her B.A. in French and International Business Certificate from the University of Iowa. She loves to travel and has been to 35+ countries. She enjoys live music/theater, cultural events and spending time with friends and family.
Interested in meeting with an advisor near you? Great! Check the list below to see who's available in your area and learn more.
7077 Bonneval Road, Suite 380
Jacksonville, Florida 32216-6055
Toll free: 800-245-8893
Directions to the Jacksonville office
4881 NW 8th Ave
Gainesville, FL 32605
Directions to the Gainesville office
1900 S. Harbor City Boulevard, Suite 217
Melbourne, FL 32901-4901
Directions to the Melbourne office
1110 Montlimar Drive, Suite 250
Mobile, AL 36609
Toll free: 800-626-7104
Directions to the Mobile office
1504 Eslava Street
Mobile, AL 36604-1954
Directions to the Mobile office
The financial professionals of the North Florida Business Center are licensed in AL, AZ, CA, CO, CT, DE, FL, GA, IL, IN, IA, KS, KY, LA, ME, MD, MA, MI, MN, MS, NV, NJ, NY, NC, OH, OK, OR, PA, RI, SC, TN, TX, VA, WA and WI 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 North Florida 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.