Securian Financial Services Inc.

Securian Financial Services Inc.

A subsidiary of Securian Financial Group Inc.


400 Robert St. N.

St. Paul, MN 55101

(651) 665-3500

Clearing firm: Pershing LLC

No. advisers: 1,090

No. franchises: 36

AUM: $39,027,344,243

Year founded: 1984

Year end: Dec. 31

No. of retail offices: 175

For More Information

CEOGeorge Connolly
Compliance ContactKim Carpenter
(651) 665-1233
Technology Operations ContactKris Rexroth
(651) 665-3083

Recruitment & Staffing

2020 2019 2018
No. of reps1,0771,0901,111
No. of reps, male919937964
No. of reps, female158153147
No. of producing reps1,0771,0901,111
No. of producing reps, male919937964
No. of producing reps, female158153147
No. of reps producing $100K-$499K /year454450454
No. of reps producing $500K+ /year174176169
No. of CFPs228218221
No. of full-time employees172174190
No. of fee-based advisers served9911,009913
Average payout per rep, per year$272,052$266,972$259,226
Avg. annual production of top 20% reps$792,516$778,204$771,964
Total payout, per year$293,000,000$291,000,000$288,000,000
Cost of E&O insurance per rep, per year$2,6311,687$1,730
Affiliation fees charged per rep, per yearNoneNoneNone
Affiliation fee coverage
$0-$249,999 $250K-$499,999 $500K-$749,999 $750K-$999,999 $1,000,000+
Mutual funds Up to 84% Up to 92% Up to 93% Up to 94% Up to 95%
Insurance Up to 89% Up to 91% Up to 92% Up to 92% Up to 93%
Variable annuities Up to 84% Up to 92% Up to 93% Up to 94% Up to 95%
Limited parterships Do not offer this product Do not offer this product Do not offer this product Do not offer this product Do not offer this product
Securities Up to 84% Up to 92% Up to 93% Up to 94% Up to 95%
2020 2019 2018
Total revenues$374,830,000$370,200,000$368,628,320
Commission revenues$176,544,742$186,465,136$190,107,359
Securities revenues$1,362,888$1,465,472$1,161,403
Securities revenues: Stocks$1,198,833$992,838$850,923
Securities revenues: Bonds$115,218$322,176$252,202
Securities revenues: ETFs
Securities revenues: Other$48,837$150,458$58,278
Mutual fund revenues$28,108,116$27,038,277$27,662,718
Annuities revenues$69,434,557$74,625,014$72,496,429
Annuities revenues: Fixed$1,094,139$3,186,832$2,795,155
Annuities revenues: Variable$50,529,505$52,876,609$52,322,469
Annuities revenues: Other$17,810,913$18,561,573$17,378,805
Insurance revenue$77,639,181$83,336,373$88,786,809
Insurance revenues: Life$68,191,447$73,824,950$78,525,606
Insurance revenues: Disabilities$8,280,085$8,133,731$8,942,659
Insurance revenues: LTC$1,167,649$1,377,692$1,318,544
Insurance revenues: Other
Alternative revenues
Alternative revenues: Hedge funds
Alternative revenues: Managed futures
Alternative revenues: Private placements
Alternative revenues: REITs
Alternative revenues: Other
Other commission revenues
Fee revenues$154,729,908$142,386,558$136,120,961
Fee revenues: Rep-managed accounts$98,086,701$87,271,948$83,337,281
Fee revenues: Firm-managed accounts$9,385,381$8,300,591$7,412,846
Fee revenues: Outside-managed accounts$32,779,262$34,078,648$34,067,733
Fee revenues: Other$14,478,564$12,735,371$11,303,101
Total revenues: Other$43,555,351$41,348,306$42,400,000
2020 2019 2018
Total account assets$43,476,773,245$39,027,344,243$33,436,684,029
Fee-based assets$20,988,088,323$17,752,722,289$14,499,460,865
Fee-based assets: Clearing firm$13,360,106,804$11,009,196,046$8,678,605,578
Fee-based assets: Advisory firm platforms
Fee-based assets: Third-party money managers$7,380,364,166$6,531,123,974$5,656,228,256
Fee-based assets: Other$247,617,353$212,402,269$164,627,030
Total account assets: Other$22,488,684,922$21,274,621,954$18,937,223,164
Average assets per rep$40,368,406$35,804,903$30,096,025
Social Media & Mobile
Allows advisers to use social mediaY
Social media sites allowedFacebook
Dedicated mobile application for advisers?Y
Primary purpose of mobile applicationexpanding our full secured advisor portal to be reflexive in design for mobile devices with a majority of the features size to mobile phones
Software Offered
Account aggregation software Albridge Wealth Reporting (Albridge, an affiliate of Pershing)
CashEdge (Fiserv)
eMoney 360 (eMoney Advisor)
Compliance software RegEd
Actimize by Pershing
CRM Ebix CRM Smartoffice (Ebix)
SmartOffice (Ebix)
Document management Laserfiche
Financial planning eMoney360 (eMoney Advisor)
Morningstar Advisor Workstation (Morningstar Inc.)
Portfolio management Albridge Wealth Reporting (Albridge, and affiliate of Pershing)
Portfolio rebalancing NetX360 (Pershing)
Offers robo-advisory platform?N
If not, when plans to offer a robo-platform1-2 years
Robo-advice services offered
How robo-platform developed
Charge for robo-advisory services?
  • N/A = Not available
  • N/D = Not disclosed
  • — = Information not available or not disclosed

All 2011-2016 recruitment and staffing data is as of Dec. 31 in the calendar year displayed. Prior year recruitment and staffing data is as of Sept. 30. All financial figures are for firms' year end, unless noted.

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