Principal vs Guideline 401(k) Comparison
Compare Principal Financial (#6, 8.3/10) and Guideline (#15, 7.1/10) side by side across fees, ratings, features, and investment options.
Overall Comparison
| Feature | Principal | Guideline |
|---|---|---|
| Overall Score | 8.3/10 | 7.1/10 |
| Rank | #6 | #15 |
| AUM | $700 billion | $9 billion |
| Participants | 6 million | 700,000 |
| Plan Sponsors | 46,000+ | 40,000+ |
| Founded | 1879 | 2016 |
Ratings Comparison
| Category | Principal | Guideline |
|---|---|---|
| Fees & Costs | 3.5/5 | 4.7/5 |
| Investment Options | 3.8/5 | 3.3/5 |
| Customer Service | 4.2/5 | 3.9/5 |
| Mobile App | 3.9/5 | 4.0/5 |
Fee Comparison
| Fee Type | Principal | Guideline |
|---|---|---|
| Admin Fees | $1,500 - $5,000/year for small plans | $49/month base + $8/employee |
| Expense Ratios | 0.25% - 1.5% | 0.03% - 0.15% |
| Trading Fees | Varies | $0 |
| Advisory Fees | 0.40% - 1.0% | N/A - self-directed |
Principal Strengths
- Excellent for small business 401(k) plans
- Bundled benefits solutions
- Strong customer service for plan sponsors
- SimpleInvest managed portfolios
Guideline Strengths
- Extremely competitive pricing for small business
- Automatic compliance testing and filing
- Seamless payroll integrations
- Low-cost Vanguard index funds
Which Should You Choose?
Choose Principal if you want:
- Small businesses
- Bundled benefit seekers
- Companies wanting insurance integration
Choose Guideline if you want:
- Small businesses
- Cost-conscious employers
- Hands-off plan sponsors
- Index fund believers
Our Verdict: Principal vs Guideline
Principal Financial wins this comparison with a score of 8.3/10 vs 7.1/10. Principal excels with excellent for small business 401(k) plans, making it the stronger choice for most investors in this matchup. However, the best choice ultimately depends on your specific needs, employer plan availability, and investment preferences.
Other Popular Comparisons
Compare these 401(k) providers head-to-head
Vanguard vs GuidelineCompare these 401(k) providers head-to-head
Schwab vs GuidelineCompare these 401(k) providers head-to-head
Empower vs GuidelineCompare these 401(k) providers head-to-head
T. Rowe Price vs GuidelineCompare these 401(k) providers head-to-head
Principal vs ADPCompare these 401(k) providers head-to-head
Principal vs Guideline: Complete 401(k) Comparison for 2026
Choosing between Principal Financial and Guideline for your 401(k) is an important decision that affects your retirement savings. Principal offers small business focus while Guideline is known for small business. In terms of fees, Principal charges 0.25% - 1.5% expense ratios compared to Guideline's 0.03% - 0.15%. Principal manages $700 billion in assets and serves 6 million participants, while Guideline has $9 billion AUM and 700,000 participants.
Key Differences: Principal vs Guideline
When comparing Principal and Guideline, consider their core strengths: Principal excels with excellent for small business 401(k) plans, while Guideline stands out for extremely competitive pricing for small business. Both providers offer comprehensive investment options including target-date funds, index funds, and managed accounts. Principal's customer service rating is 4.2/5 compared to Guideline's 3.9/5. For mobile experience, Principal scores 3.9/5 while Guideline scores 4.0/5.
Which Provider is Right for You?
Choose Principal if you prioritize small businesses. Choose Guideline if you're looking for small businesses. Your decision should also consider your employer's plan availability, fee sensitivity, desired investment options, and customer service expectations. For detailed reviews, visit our individual Principal and Guideline provider pages.