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: 225

For More Information

CEOGeorge Connolly
Recruiting ContactRobert Subjects
(651) 665-5887
Compliance ContactKim Carpenter
(651) 665-1233
Technology Operations ContactKris Rexroth
(651) 665-3083

Recruitment & Staffing

2019 2018 2017
No. of reps1,0901,1111,134
No. of reps, male937964977
No. of reps, female153147157
No. of producing reps1,0901,1111,134
No. of producing reps, male937964977
No. of producing reps, female153147157
No. of reps producing $100K-$499K /year450454449
No. of reps producing $500K+ /year176169157
No. of CFPs218221204
No. of full-time employees174190191
No. of fee-based advisers served1,009913847
Average payout per rep, per year$266,972$259,226$237,192
Avg. annual production of top 20% reps$778,204$771,964$681,362
Total payout, per year$291,000,000$288,000,000$268,975,900
Cost of E&O insurance per rep, per year1,687$1,7302,388
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%
2019 2018 2017
Total revenues$370,200,000$368,628,320$347,200,000
Commission revenues$186,465,136$190,107,359$186,071,680
Securities revenues$1,465,472$1,161,403$1,030,584
Securities revenues: Stocks$992,838$850,923$792,665
Securities revenues: Bonds$322,176$252,202$199,716
Securities revenues: ETFs
Securities revenues: Other$150,458$58,278$38,202
Mutual fund revenues$27,038,277$27,662,718$27,167,770
Annuities revenues$74,625,014$72,496,429$66,329,675
Annuities revenues: Fixed$3,186,832$2,795,155$2,987,509
Annuities revenues: Variable$52,876,609$52,322,469$46,280,783
Annuities revenues: Other$18,561,573$17,378,805$17,061,384
Insurance revenue$83,336,373$88,786,809$91,543,651
Insurance revenues: Life$73,824,950$78,525,606$80,501,225
Insurance revenues: Disabilities$8,133,731$8,942,659$9,696,636
Insurance revenues: LTC$1,377,692$1,318,544$1,345,790
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$142,386,558$136,120,961$120,457,736
Fee revenues: Rep-managed accounts$87,271,948$83,337,281$72,784,329
Fee revenues: Firm-managed accounts$8,300,591$7,412,846$6,389,037
Fee revenues: Outside-managed accounts$34,078,648$34,067,733$30,980,620
Fee revenues: Other$12,735,371$11,303,101$10,303,750
Total revenues: Other$41,348,306$42,400,000$40,670,585
2019 2018 2017
Total account assets$39,027,344,243$33,436,684,029$35,459,459,493
Fee-based assets$17,752,722,289$14,499,460,865$14,902,661,868
Fee-based assets: Clearing firm$11,009,196,046$8,678,605,578$9,215,565,114
Fee-based assets: Advisory firm platforms
Fee-based assets: Third-party money managers$6,531,123,974$5,656,228,256$5,542,257,529
Fee-based assets: Other$212,402,269$164,627,030$144,839,225
Total account assets: Other$21,274,621,954$18,937,223,164$20,556,797,626
Average assets per rep$35,804,903$30,096,025$31,269,365
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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