South Florida Business Center
The South Florida Business Center is a group of local offices representing Principal® and is made up of a diverse and experienced team of management and support staff. We are proud of our heritage and our multi-cultural personality. In addition to English, we can speak a variety of languages, including: Spanish, Portuguese, Russian, French and Italian.
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.
Our alliances & associations
Chambers of Commerce
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.
Lou Barrionuevo CLU®, ChFC®, CLF®, LUTCF® - Regional Managing Director
Lou oversees the growth and development of the southeast Florida region and leads the business center with decades of experience and knowledge in this ever-changing dynamic and fast paced multi-cultural global investment community.
Through his leadership he has created a vibrant business center culture of heartfelt relationships, where his team focuses on helping people, whether they be advisors or clients looking to identify, set and plan to achieve their financial goals.
Originally an immigrant from Cuba in the 60s, Lou was raised here in the South Florida Community. Lou is married and has three beautiful grown daughters; he continues to serve the community in various professional organizations and he and his wife are very active in their faith as Jehovah’s Witnesses.
954-885-5111 or 786-257-2222
Pedro L. Torres - Managing Director
Pedro started his career in financial services as a financial advisor over two decades ago and progressed into management roles within firms in the industry such as Ameriprise Financial, Citibank/Smith Barney, Prudential, Guardian, HSBC Bank, and Bank of America Securities. He has managed various financial enterprises under his holistic philosophy and dedicated processes, which focus on planning for the future, family legacy and career-life satisfaction.
At Principal®, Pedro is responsible for developing and elevating the business center’s south Florida region advisors. He holds FINRA series 7, 24, 51 & 65 securities registrations. He is a graduate of the University of Pennsylvania with a BA in Economics, and was born and raised in New York City.
Pedro currently makes his home in South Miami with his wife Fabiola and their two boys Lucas and Adam.
Shawn Wooden, LUTCF® - Managing Director
Shawn’s focus is developing the salesforce into a cohesive team of financial professionals with a defined collaborative culture. This team specializes in helping clients define their financial goals based on their values and creates clear strategies to help them achieve those goals and a work towards a successful retirement.
Wooden earned his bachelor’s degree in Computer Science from the University of Notre Dame. He holds FINRA Series 6, 7, 63,65, 24 &51 securities registrations. In addition, Wooden completed an Executive program for retirement planning at the Wharton School of Business. Shawn is a “Top of the Table” member of the Million Dollar Round Table*, an international, independent association of more than 29,000 of the world’s life insurance and financial services professionals
Prior to his career in financial services, Shawn A. Wooden had a successful career in the National Football League as a safety with the Miami Dolphins and Chicago Bears. His nine-year career from 1996 to 2004 ended with a back injury, forcing him to retire early. Wooden is a recipient of the Unsung Hero Award from the Miami Dolphins Alumni Association which honors a Dolphin player who might not have received the recognition he deserved during his playing days.
Originally from Philadelphia, PA, Shawn and his family reside in Pembroke Pines. He actively gives back to the community supporting local organizations who help families in need, such as Big Brothers, Big Sisters, Make-A-Wish foundation, Habitat for Humanity, the United Way, Cystic Fibrosis, and the Miami Dolphins Foundation.
*A sales component was considered as part of the qualifications for this award. The recognition is not representative of any financial performance, advice or returns.
Shannon Barrionuevo CLF®, LUTCF® - Field Supervisory Associate
With 18 years of industry experience and over 15 years with Principal®, Shannon is responsible for assisting in the supervision of advisors in the south Florida and upstate New York regions. She maintains the FINRA series 6, 7, 26, 24, 66 & 53 securities registrations and is insurance licensed in Florida.
A long-time resident of Broward County, Shannon is married and lives with her husband along with their 4-legged children Abby and Haley in Pembroke Pines. Shannon and her husband are very active in their faith as Jehovah’s Witnesses.
Ann Cohen, CLF® - Operations Manager
Ann supervises the business center's administrative staff, oversees cases once they are sent to the home office for underwriting and placement and focuses her day to day activity around helping our advisors to run compliant, efficient offices.
With close to 50 years of experience in the financial services industry, Ann is passionate about better serving our clients and our advisors.
Ann and husband David are long-time residents of Cooper City, FL, have two grown children, and enjoy spending any free time traveling the world.
Cindy Duick, CLF®, LUTCF® - Senior Regional Marketing Strategist
Cindy's mission is to help field leaders, their teams and financial professionals achieve success through efficient use of resources, developing markets and strategic business planning. She partners with teams throughout the United States. Her financial services experience began in 1999, however she has worked in many aspects of sales and marketing in diverse fields such as advertising and sales promotion, corporate healthcare administration, and manufacturing.
Originally from Lancaster, PA, Cindy lives in Boca Raton with her husband and Rottweiler. Cindy is a long-time member of the Gulfstream Guardian Angels Rottweiler Rescue, a Defender for 4Kids of South Florida, an advocate for the Alzheimer's Foundation, and a member of St. Jude Catholic Church Boca Raton.
Maria I. Hernandez - Recruiting Director
As a recruiter, Maria's focus is on assisting the managers in building the organization with prospective financial professionals. She constantly searches the tri-county area using referrals, sponsorship and resumes to come across candidates.
Maria lives in Delray Beach, FL and enjoys spending time with friends and family, and her pet Yorky, Duncan.
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.
Ileana Brink - Sales Support Specialist
Ily assists the advisors in the Coral Gables office with new business processing and follow-up as well as assisting with marketing campaigns to create new opportunities. "The best part of my job is helping and interacting with the sales force," she states. Bi-lingual (English and Spanish), and of Cuban decent, Ily has lived in South Florida since 1968. She resides in Miami and enjoys shopping, traveling, reading and spending time with her son Bobby and wife Stacia and her beautiful grandchildren.
Doreen Campbell - Sales Support Specialist
Doreen serves as a Sales Support Specialist where she enjoys interacting with the sales force. Very active in her community, she serves as Treasurer on the Board of Directors for Excelsior High School and she volunteers her time when she can with the Kiwanis Club of Lauderdale Lakes, FL. Doreen has lived in Broward County since 1987 with her husband and enjoys reading, dancing, listening to music and sports.
Sandra Pollock Wallace - Sales Support Specialist
Sandra works with the financial representatives in the Miramar office handing all aspects of new business processing, from the implementation of marketing programs and operational strategies, serving as a liaison with our home office underwriting team and making sure all files are compliant.
Community involvement is important in her life and she is a member of Immanuel Temple Church of Pembroke Pines where she serves as President of the Stewardess Ministry, Co-Chair on the Women's Ministry for Sistah's Month, ICare Leader and Finance Team, Intercessory Ministry, Missionary Ministry 2nd VP and President of the yearly Thanksgiving Project. Sandra is a Certified Assisted Living Manager and supports local organizations such as Eastern Sta; and serves as her family reunion president. The Wallaces are long-time residents of South Florida. In 2012 Sandra and her husband Lee became grandparents for the first time when their son Lee III and his wife Traneka welcomed beautiful baby Lorriel Chanel to the family.
Karen Ruiz - Sales Support Specialist
Karen has over 17 years of experience in financial services administration and is responsible for general administrative work in the Miramar office working side -by -side her team of advisors as a liaison with home office departments including communications, marketing, underwriting and sales support. Karen holds her 215 License for Life & Health Insurance in Florida. She is known for her work ethic, high attention to detail and states: "My goal in the office is to give my 'all' and provide top of the line client and agent service," she affirms, "I truly love what I do!" A native of Peru, Karen speaks three languages: Spanish, Portuguese and English. Karen resides in Aventura with her young son Bradley.
Madeline Menendez - Sales Support Specialist
Mady works out of the Coral Gables office and thoroughly enjoys assisting her team of agents with everything from seeking marketing tools for prospecting, prepping presale packets to ultimately processing applications thru their culmination. She credits her 25 years in the healthcare industry for many of her skills such as assisting agents with their prospecting needs, focus on providing elite customer service as well as maintaining a positive and upbeat attitude in this ever-changing industry. Mady enjoys spending time with friends and family seeking new eateries in her native Miami, the beach, gardening, exercising and most of all traveling.
Interested in meeting with an advisor near you? Great! Check the list below to see who’s available in your area and learn more.
3401 SW 160th Avenue, Suite 400
Miramar, FL 33027
Directions to the Miramar office
Boca Raton office
150 E. Palmetto Park Rd., Suite 800
Boca Raton, FL 33432
Directions to the Boca Raton office
Coral Gables office
255 Alhambra Circle, Suite 630
Coral Gables, FL 33143
Directions to the Coral Gables office
The Financial Professionals in the South Florida Business Center are licensed in AL, AZ, CA, CO, CT, DE, FL, GA, HI, IL, MD, MA, MI, MO, MT, NV, NJ, NY, NC, OH, PA, SC, TN, TX, UT, VT, and VA (some or all states) 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.
* The DBA in which an advisor markets under is not an affiliate of any company of the Principal Financial Group®.
Important Consumer Information: The South 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