PFG CFO Deanna Strable: A Bold Leader

Deanna Strable, the CFO of Principal Financial Group (PFG), a Fortune 500 financial services firm headquartered in Des Moines, Iowa, embodies the qualities of a remarkable leader. In a recent discussion, we explored her upbringing in a small town, her openness to challenges, her career path at PFG, and why aspiring CFOs should see themselves as business leaders within their organizations.

Growing up on a farm just outside Des Moines, Strable enjoyed a quintessential American upbringing, participating in sports and even selling sweet corn from a pickup truck. However, her perspective expanded as she pursued higher education at Northwestern University in Chicago, where she double majored in math and economics.

Despite the allure of city life, Strable felt drawn back to Iowa. She interned at PFG during her college years, gaining exposure to different parts of the company and even working in Brussels for a few months. This experience laid the foundation for her long and successful career at PFG, where she has been for over three decades, currently serving as the Executive Vice President and CFO.

Starting at PFG in an actuarial role, Strable utilized her math and economics background. Over the years, she transitioned through various roles within the company, including a stint in Brussels, and she remains a licensed actuary to this day. Her ability to seize opportunities and embrace challenges has been instrumental in her professional growth.

Reflecting on her journey, Strable credits much of her success to a mentor who encouraged her to take on new roles and challenges. She now pays forward this support by mentoring others within and outside PFG, emphasizing the importance of strong professional relationships.

One such relationship is with Dan Houston, PFG’s CEO, who was instrumental in encouraging her to take on the CFO role. Their dynamic, built on mutual respect, has helped them navigate challenges and consider future opportunities, such as leveraging tools like AI to meet customer needs and enhance productivity.

Strable emphasizes the importance of collective decision-making and trusting her team’s input. As CFO, she sees her role as a strategic business partner, impacting the company’s direction rather than just reporting numbers. She draws from various sources to stay at her best, including engaging with employees, supporting diversity and inclusion efforts, and giving back to the community.

Balancing work and life, Strable prefers the term “work-life mix,” highlighting the need to make both aspects complement each other. She encourages future CFOs to develop a broad skill set, embrace discomfort, and approach their role as business leaders within their organizations.

As Strable reflects on her career journey and the legacy she hopes to leave behind, she emphasizes the enduring value of cultivating a diverse skill set, embracing challenges, and viewing the CFO role as a business leader. These principles, she believes, are key to a successful and fulfilling career