{
  "crd_number": 10111,
  "slug": "primerica-advisors-duluth-ga-10111",
  "primary_business_name": "PRIMERICA ADVISORS",
  "legal_name": "PFS INVESTMENTS INC.",
  "dbas": [
    "BLUE MOUNTAIN FINANCIAL GROUP",
    "BOHANNAN FINANCIAL",
    "CASTLEROCK FINANCIAL GROUP",
    "CMJ FINANCIAL GROUP",
    "DEEVERS AND  SONS",
    "DIEHL FINANCIAL GROUP",
    "DIGI FINANCIAL",
    "DRAKE FINANCIAL GROUP",
    "E.H.R. FINANCIAL GROUP",
    "KELLER FINANCIAL ASSOCIATES",
    "LANDMARK FINANCIAL GROUP",
    "LASHNER FINANCIAL GROUP",
    "LOE FINANICAL GROUP",
    "NEWMAN FINANCIAL GROUP",
    "PRIMEVISION FINANCIAL GROUP",
    "SHEPPARD FINANCIAL GROUP",
    "SWOPE FINANCIAL PARTNERS",
    "TORCHLIGHT FINANCIAL GROUP"
  ],
  "city": "Duluth",
  "state": "GA",
  "country": "United States",
  "cbsa_code": "12060",
  "metro": {
    "cbsa_code": "12060",
    "common_name": "Atlanta",
    "msa_name": "Atlanta-Sandy Springs-Roswell, GA",
    "path": "/advisors/ga/atlanta"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "2011-05-06",
  "years_registered": 15,
  "period": "2026-10-01",
  "filing_date": "2026-09-08",
  "carried_forward": false,
  "raum_total": 15536099534.0,
  "raum_discretionary": 15536099534.0,
  "raum_non_discretionary": 0.0,
  "raum_band": "over_5b",
  "raum_band_label": "Over $5 billion",
  "total_employees": 3992,
  "advisory_employees": 3959,
  "client_count_bucket": null,
  "clients_by_type": {
    "charitable": {
      "raum": 28042382.0,
      "count": 64
    },
    "individuals": {
      "raum": 12214100671.0,
      "count": 65489
    },
    "banking_thrift": {
      "raum": null,
      "count": 0
    },
    "state_municipal": {
      "raum": null,
      "count": 0
    },
    "insurance_companies": {
      "raum": null,
      "count": 0
    },
    "investment_companies": {
      "raum": null,
      "count": 0
    },
    "pension_profit_sharing": {
      "raum": null,
      "count": 0
    },
    "other_investment_advisers": {
      "raum": null,
      "count": 0
    },
    "high_net_worth_individuals": {
      "raum": 3203385734.0,
      "count": 2097
    },
    "pooled_investment_vehicles": {
      "raum": null,
      "count": 0
    },
    "corporations_other_businesses": {
      "raum": 90570747.0,
      "count": 166
    },
    "business_development_companies": {
      "raum": null,
      "count": 0
    },
    "sovereign_wealth_foreign_official": {
      "raum": null,
      "count": 0
    }
  },
  "compensation_types": [
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "portfolio_management_individuals"
  ],
  "wrap_fee_participant": true,
  "disclosure_yes_count": 8,
  "states_registered": [
    "AK",
    "AL",
    "AR",
    "AZ",
    "CA",
    "CO",
    "CT",
    "DC",
    "DE",
    "FL",
    "GA",
    "HI",
    "IA",
    "ID",
    "IL",
    "IN",
    "KS",
    "KY",
    "LA",
    "MA",
    "MD",
    "ME",
    "MI",
    "MN",
    "MO",
    "MS",
    "MT",
    "NC",
    "ND",
    "NE",
    "NH",
    "NJ",
    "NM",
    "NV",
    "NY",
    "OH",
    "OK",
    "OR",
    "PA",
    "PR",
    "RI",
    "SC",
    "SD",
    "TN",
    "TX",
    "UT",
    "VA",
    "VI",
    "VT",
    "WA",
    "WI",
    "WV",
    "WY"
  ],
  "websites": [
    "https://bohannon.primerica.com",
    "https://cmjfinancialgroup.primerica.com",
    "https://diehlfinancialgroup.com",
    "https://digifinancialsolutions.com",
    "https://drakefg.com",
    "https://ehrfinancialgroup.primerica.com",
    "https://facebook.com/Primerica",
    "https://instagram.com/primerica",
    "https://landmark.primerica.com/public/landmark",
    "https://lashner.primerica.com",
    "https://linkedin.com/company/primerica",
    "https://loefinancial.primerica.com",
    "https://newman.primerica.com",
    "https://primerica.com",
    "https://primerica.netxinvestor.com",
    "https://primevision.primerica.com/public/primevision",
    "https://torchlight.primerica.com",
    "https://x.com/primerica",
    "https://youtube.com/user/primerica"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/10111",
  "disclosure_items": [
    {
      "item": "11.A(2)",
      "question": "In the past ten years, has the firm or an advisory affiliate been charged with a felony?"
    },
    {
      "item": "11.D(1)",
      "question": "Has another federal regulator, a state regulator, or a foreign financial regulator ever found that the firm or an advisory affiliate made a false statement or omission, or was dishonest, unfair, or unethical?"
    },
    {
      "item": "11.D(2)",
      "question": "Has another federal regulator, a state regulator, or a foreign financial regulator ever found that the firm or an advisory affiliate was involved in a violation of investment-related regulations or statutes?"
    },
    {
      "item": "11.D(4)",
      "question": "In the past ten years, has another federal regulator, a state regulator, or a foreign financial regulator entered an order against the firm or an advisory affiliate in connection with investment-related activity?"
    },
    {
      "item": "11.D(5)",
      "question": "Has another federal regulator, a state regulator, or a foreign financial regulator ever denied, suspended, or revoked the registration or license of the firm or an advisory affiliate, prevented either by order from associating with an investment-related business, or restricted either one's activity?"
    },
    {
      "item": "11.E(1)",
      "question": "Has a self-regulatory organization (such as FINRA) or a commodities exchange ever found that the firm or an advisory affiliate made a false statement or omission?"
    },
    {
      "item": "11.E(2)",
      "question": "Has a self-regulatory organization or a commodities exchange ever found that the firm or an advisory affiliate was involved in a violation of its rules, other than a minor rule violation under a plan the SEC approved?"
    },
    {
      "item": "11.E(4)",
      "question": "Has a self-regulatory organization or a commodities exchange ever disciplined the firm or an advisory affiliate by expelling or suspending it from membership, barring or suspending it from association with other members, or otherwise restricting its activities?"
    }
  ],
  "city_as_filed": "DULUTH",
  "url": "https://advisorcensus.com/firm/primerica-advisors-duluth-ga-10111",
  "display_name": "Primerica Advisors",
  "summary": "Primerica Advisors is an SEC-registered investment advisory firm in Duluth, GA, registered since 2011, reporting over $5 billion in regulatory assets under management in its Form ADV filing dated September 8, 2026.",
  "citation": "AdvisorCensus. Primerica Advisors (CRD 10111): Form ADV filing data as of October 2026.",
  "registration_type_label": "SEC-registered investment adviser",
  "compensation_labels": [
    "A percentage of assets under your management"
  ],
  "advisory_activity_labels": [
    "Portfolio management for individuals and/or small businesses"
  ],
  "quick_answers": [
    {
      "q": "How is Primerica Advisors compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), Primerica Advisors reports these compensation arrangements: a percentage of assets under its management."
    },
    {
      "q": "Where is Primerica Advisors located?",
      "a": "Primerica Advisors' principal office is in Duluth, GA, according to its Form ADV; the October 2026 filing also lists 25 other offices (Schedule D, Section 1.F)."
    },
    {
      "q": "Is Primerica Advisors registered with the SEC or a state?",
      "a": "Primerica Advisors is an SEC-registered investment advisory firm, registered since 2011. Status as filed: Approved. CRD 10111."
    },
    {
      "q": "How much does Primerica Advisors manage?",
      "a": "Primerica Advisors reports $15,536,099,534 in regulatory assets under management in its Form ADV filing dated September 8, 2026 (100% discretionary)."
    },
    {
      "q": "How have Primerica Advisors' assets and staff changed since 2021?",
      "a": "In the Form ADV data for Primerica Advisors: Regulatory assets under management: $5,090,244,164 in the October 2021 data and $15,536,099,534 in the October 2026 data, up 205%. Total employees: 3,784 in October 2021 and 3,992 in October 2026. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does Primerica Advisors serve?",
      "a": "By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (65,489); high net worth individuals (2,097); corporations or other businesses not listed above (166)."
    },
    {
      "q": "Which custodians does Primerica Advisors use?",
      "a": "Primerica Advisors' most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Pershing LLC as a custodian holding 10% or more of its separately managed account assets."
    },
    {
      "q": "Does Primerica Advisors report any disciplinary disclosures?",
      "a": "Reports 8 disclosure items on Form ADV Item 11: yes answers to 1 question about criminal matters and 7 questions about regulatory matters (11.A(2), 11.D(1), 11.D(2), 11.D(4), 11.D(5), 11.E(1), 11.E(2), 11.E(4)). Each question covers the firm and its advisory affiliates, and one event can produce several yes answers. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/10111"
    },
    {
      "q": "What changed in Primerica Advisors' recent Form ADV filings?",
      "a": "In the October 2026 filing data: Updated its list of owners and control persons (Schedule A)."
    }
  ],
  "filing_history": [
    {
      "period": "2021-10-01",
      "regulatory_assets_under_management": 5090244164.0,
      "total_employees": 3784,
      "filing_date": "2021-03-31"
    },
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 7113872754.0,
      "total_employees": 3383,
      "filing_date": "2022-03-31"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 7088085794.0,
      "total_employees": 3449,
      "filing_date": "2023-10-04"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 8461983895.0,
      "total_employees": 3590,
      "filing_date": "2024-09-16"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 11156017804.0,
      "total_employees": 3762,
      "filing_date": "2025-05-19"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 15536099534.0,
      "total_employees": 3992,
      "filing_date": "2026-09-08"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-10-01",
      "period_label": "October 2026",
      "notes": [
        "Updated its list of owners and control persons (Schedule A)."
      ]
    },
    {
      "period": "2026-08-01",
      "period_label": "August 2026",
      "notes": [
        "Its Item 11 disclosure answers changed (now yes: 11.A(2); now no: 11.D(3))."
      ]
    },
    {
      "period": "2026-04-01",
      "period_label": "April 2026",
      "notes": [
        "Added the business name Digi Financial.",
        "Employees performing advisory functions went from 3732 to 3959.",
        "Regulatory assets under management went from $11,156,017,804 to $15,536,099,534 (+39%).",
        "Changed its office addresses in Worthington, OH.",
        "Added an office in Cumming, GA.",
        "Added an office in Springdale, OH.",
        "Added an office in Tempe, AZ.",
        "Added an office in Williamsburg, VA.",
        "No longer lists an office in Allentown, PA.",
        "No longer lists an office in Centerville, OH.",
        "No longer lists an office in Houston, TX.",
        "No longer lists an office in West Chester, OH.",
        "Updated its list of owners and control persons (Schedule A)."
      ]
    }
  ],
  "fees_from_brochure": null,
  "custodians": [
    {
      "name": "Pershing LLC",
      "name_as_filed": "PERSHING LLC",
      "affiliated": false
    }
  ],
  "custodians_note": "Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.",
  "markdown_url": "https://advisorcensus.com/firm/primerica-advisors-duluth-ga-10111.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 65489,
      "fewer_than_5": false,
      "raum": 12214100671.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 2097,
      "fewer_than_5": false,
      "raum": 3203385734.0
    },
    {
      "type": "banking_thrift",
      "label": "Banking or thrift institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "investment_companies",
      "label": "Investment companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "business_development_companies",
      "label": "Business development companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "pooled_investment_vehicles",
      "label": "Pooled investment vehicles (other than investment companies and business development companies)",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "pension_profit_sharing",
      "label": "Pension and profit sharing plans (but not the plan participants or government pension plans)",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "charitable",
      "label": "Charitable organizations",
      "count": 64,
      "fewer_than_5": false,
      "raum": 28042382.0
    },
    {
      "type": "state_municipal",
      "label": "State or municipal government entities (including government pension plans)",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "other_investment_advisers",
      "label": "Other investment advisers",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "insurance_companies",
      "label": "Insurance companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "sovereign_wealth_foreign_official",
      "label": "Sovereign wealth funds and foreign official institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "corporations_other_businesses",
      "label": "Corporations or other businesses not listed above",
      "count": 166,
      "fewer_than_5": false,
      "raum": 90570747.0
    }
  ],
  "disclosure_line": "Reports 8 disclosure items on Form ADV Item 11.",
  "indexable": true,
  "suppressed": false,
  "claimed": false,
  "enhanced": false,
  "provided_by_the_firm": null,
  "source": {
    "name": "Form ADV",
    "as_of": "2026-10-01",
    "iapd_url": "https://adviserinfo.sec.gov/firm/summary/10111",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}