Broker Check

because life.

Who we are.

A small but mighty team. We promise to listen, and keep the money talk simple and straightforward.

What we do.

Work to simplify the complexities of financial planning. Help you prepare for the planned and unplanned aspects of life.

We can help.

Ask a question. Set up a review of your financial plan. Change an address or beneficiary. Right here. Right now.

Who we are

Let’s face it, as much as you can try to prepare for the unexpected, real life can throw you a curve ball when you least expect it. On top of that, the world of money can be intimidating. At Smith+Frieberg, we aim to simplify the complexities of financial planning, and help you prepare for the planned and unplanned aspects of life.

We believe everyone deserves a financial plan -- whether you’re investing $1,000 or $1 million. So, we’re here to help you with your money -- saving, protecting, investing, planning, retiring.

We promise to listen to the realities of your life. And we promise to keep the money talk simple and straight forward.

Meet the team

Jenny Smith

Financial Advisor



For nearly 15 years, I’ve been building relationships and talking to clients about wealth accumulation and long-term investing, retirement planning, retirement income management, insuring and protecting financial assets, and small business benefits. I work to bring real-world experience to these financial conversations, having obtained my first insurance license when I was just 18, and having been a small business owner myself for more than a decade.

Honestly, financial topics can be boring. I enjoy making them interesting. And helping people become more confident in their financial conversations...ultimately, more confident in their financial decisions.

I’m married and have four children. We spend our spare time chasing kids and dogs.

Sarah Frieberg

Financial Advisor



Raised on an Iowa farm, I took an early interest in savings and investing, opening my first accounts when I was in the sixth grade. That interest became a strength as I earned degrees from Drake University in Finance, Accounting and Marketing, while serving as captain of Drake’s NCAA women’s volleyball team.

My upbringing, college experience and sports involvement taught me about hard work and leadership, landing me an internship at Merrill Lynch, and then in the Leadership Development Program at Principal.

My strength is now a passion as I work to encourage, empower and inspire clients. When it comes to finances, my job is to be like bumpers in the bowling alley. I’m here to keep errant balls in play and out of the gutter. It’s not about scoring a perfect game. It’s about making progress.

I’m married to Luke and we have three children.  We’re HGTV junkies, spending our limited free time renovating old homes. We also love to travel on a shoestring budget.

Amy Olson

Client Service Manager



I’ve been working with Jenny and her clients since 2012. Assisting as she helps people develop financial confidence and make financial decisions has become way more than just a job. This team and our clients…we’re way more than just colleagues. We’re like family. And, I’m here to make it easier for everyone.

A job opportunity brought my husband Brad and me to Norwalk. We have two sons, Skyler & Eli, who keep our lives simply chaotic…just the way we like it.

Mallory Utebay

Client Service Manager



I got my start at Principal in the annuities department, which gave me great foundational knowledge of the business. Then I worked in the Des Moines Business Center to support other Principal agents before I met Jenny and her team. The most important financial lesson my parents taught me is to be smart with money from an early age - you’ll thank yourself later on.

My husband, Hasan and I reside in Waukee with our daughter.  We enjoy traveling, cooking, the great outdoors and live music.

Leah Davidson

Client Operations Manager



Before joining Smith + Frieberg, I ran my own business. Those eight years as an entrepreneur gave me a front seat to the challenges business owners face day in and day out. Now I’ll bring that perspective along with my communications, social media and multi-tasking skills to bear for Smith + Frieberg.

Originally from Michigan, I’m happy to call Des Moines home. When I’m not chasing my four little ones around, I enjoy sewing, reading and catching up with friends and family.

Bethany O'Connor

Client Service Manager



After earning my degree in Education at the University of Northern Iowa, I unexpectedly found myself in a client service position within the financial industry. Though this wasn’t my expected career path, it has been one of the best things to have ever happened for me. I love being able to see the benefits of financial literacy firsthand while also being able to grow in my passion of helping others. I’m so pleased to be a part of Jenny’s team and look forward to assisting each of you.

My fiancé, Colin, and I live in Urbandale, Iowa. We have one dog who is our fur baby and she keeps us very active. In my spare time I enjoy traveling, biking, and reading, and I am always up for a game of cards.

Halle Wolfe

Client Experience Manager

Upon graduating early from Drake University with a degree in Marketing Research and Analytics, I'm now returning to my roots in Minnesota, the place I've always called home.

During my time at Drake, I was a student athlete on the volleyball team which connected me with Sarah – a fellow Drake alum. It's through this connection that I had the opportunity to join the dynamic team at S+F in 2021 as an intern. Being part of this entirely woman-led and operated firm has been nothing short of empowering. I'm thrilled to now transition into a full-time role as a Client Experience Manager.

The opportunities that lie ahead excite me and I’m grateful for the journey that has led me here. With passion, dedication, and a supportive team by my side, I look forward to ensuring that every S+F client not only feels valued but truly appreciated for the trust they place in our services.

Nicole Adair

Client Service Manager



I grew up in Reinbeck, Iowa.  I attended Wartburg College where I played soccer and earned a degree in business finance and management.  After working in the Principal® Des Moines Business Center supporting other Principal agents, I’m pleased to be a part of the Smith + Frieberg Financial family. 

In my spare time I love to travel and hang with friends and family.  I’m also still passionate about sports, remaining active in youth soccer. 

What we do and why it matters

When it comes to life and money, we’re here to help you plan and prepare for the expected, as well as the unexpected. We want to understand the kind of life you want, your goals and dreams, and then together we’ll help you build a plan.

Many of you know us from our relationship with Principal, which hasn’t changed. We’re still helping clients with their money -- saving, protecting, investing, planning and retiring. So, whether you’re looking for insurance or investments or managing retirement income, or you don’t even know what you’re looking for, we can help you navigate the often confusing world of financial planning, products and solutions.

Specifically, we can help with: 

  • Insurance — life, health*, disability income insurance, long-term care insurance
  • Retirement — savings, planning, income, annuities, IRAs
  • Business — protection, succession planning, informal business valuation, key employee retention & retirement
  • Investments and mutual funds
  • College funding
  • Estate planning

Why does it matter? Because life.

*Health insurance providers are not affiliated with or endorsed by any company of Principal Financial Group®.

Let us help

We’re here to make things easy. If you have questions or concerns, want to set up a meeting, change an address or beneficiary, just send us an email:

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