# Primerica Advisors

> 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.

- CRD: 10111
- Filed as: PRIMERICA ADVISORS
- Legal name: PFS Investments Inc.
- Also doing business as: 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
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Duluth, GA
- Filing period: October 2026
- Form ADV filing dated: September 8, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/10111
- AdvisorCensus page: https://advisorcensus.com/firm/primerica-advisors-duluth-ga-10111

## Quick answers

**How is Primerica Advisors compensated?**
On its Form ADV (Item 5.E, October 2026), Primerica Advisors reports these compensation arrangements: a percentage of assets under its management. The amounts are in Item 5 of its Form ADV Part 2A brochure.

**Where is Primerica Advisors located?**
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).

**Is Primerica Advisors registered with the SEC or a state?**
Primerica Advisors is an SEC-registered investment advisory firm, registered since 2011. Status as filed: Approved. CRD 10111.

**How much does Primerica Advisors manage?**
Primerica Advisors reports $15,536,099,534 in regulatory assets under management in its Form ADV filing dated September 8, 2026 (100% discretionary).

**How have Primerica Advisors' assets and staff changed since 2021?**
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.

**What types of clients does Primerica Advisors serve?**
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).

**Which custodians does Primerica Advisors use?**
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.

**Does Primerica Advisors report any disciplinary disclosures?**
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

**What changed in Primerica Advisors' recent Form ADV filings?**
In the October 2026 filing data: Updated its list of owners and control persons (Schedule A).

## From the Form ADV filing

### Compensation (Item 5.E)
- A percentage of assets under your management

### Custodians (Schedule D, Section 5.K(3))
- Pershing LLC

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.

### Regulatory assets under management (Item 5.F)
- Total: $15,536,099,534
- Discretionary: $15,536,099,534
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 65,489 | $12,214,100,671 |
| High net worth individuals | 2,097 | $3,203,385,734 |
| Banking or thrift institutions | 0 | Not reported |
| Investment companies | 0 | Not reported |
| Business development companies | 0 | Not reported |
| Pooled investment vehicles (other than investment companies and business development companies) | 0 | Not reported |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 0 | Not reported |
| Charitable organizations | 64 | $28,042,382 |
| State or municipal government entities (including government pension plans) | 0 | Not reported |
| Other investment advisers | 0 | Not reported |
| Insurance companies | 0 | Not reported |
| Sovereign wealth funds and foreign official institutions | 0 | Not reported |
| Corporations or other businesses not listed above | 166 | $90,570,747 |

### Advisory services (Item 5.G)
- Portfolio management for individuals and/or small businesses

### Firm details
- Registered since: 2011 (15 years)
- Employees: 3,992 total, 3,959 performing advisory functions
- Wrap fee program participation: Yes
- States registered or notice-filed: 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
- Disclosures (Item 11): Reports 8 disclosure items on Form ADV Item 11.

### Item 11 questions answered yes
- 11.A(2): In the past ten years, has the firm or an advisory affiliate been charged with a felony?
- 11.D(1): 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?
- 11.D(2): 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?
- 11.D(4): 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?
- 11.D(5): 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?
- 11.E(1): 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?
- 11.E(2): 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?
- 11.E(4): 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?

Each question covers the firm and its advisory affiliates: its current employees other than clerical staff, its officers, partners, and directors, and anyone who controls the firm or is controlled by it. One event can produce yes answers to several questions. SEC-registered advisers and exempt reporting advisers may leave out events more than ten years old, and may answer 11.A(2) and 11.B(2) for pending charges only. The detail of each yes answer is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/10111

### Other offices (Schedule D, Section 1.F), as of the October 2026 filing
- Bethel, CT
- Burbank, CA
- Centerville, OH
- Clifton Park, NY
- Cumming, GA
- Findlay, OH
- Ft Wright, KY
- Gilbert, AZ
- Hiawatha, IA
- La Crosse, WI
- Madison, WI
- Maumee, OH
- Mesa, AZ
- Metairie, LA
- Middletown, NY
- Milan, OH
- Phoenix, AZ
- Rolling Meadows, IL
- Salinas, CA
- Springdale, OH
- Tempe, AZ
- Tucson, AZ
- West Chester, OH
- Williamsburg, VA
- Worthington, OH

### Websites listed on Form ADV (Item 1.I)
- bohannon.primerica.com
- cmjfinancialgroup.primerica.com
- diehlfinancialgroup.com
- digifinancialsolutions.com
- drakefg.com
- ehrfinancialgroup.primerica.com
- landmark.primerica.com/public/landmark
- lashner.primerica.com
- loefinancial.primerica.com
- newman.primerica.com
- primerica.com
- primerica.netxinvestor.com
- primevision.primerica.com/public/primevision
- torchlight.primerica.com
- Facebook @Primerica
- Instagram @primerica
- LinkedIn @primerica
- X @primerica
- YouTube @primerica

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $5,090,244,164 | 3,784 | March 31, 2021 |
| October 2022 | $7,113,872,754 | 3,383 | March 31, 2022 |
| October 2023 | $7,088,085,794 | 3,449 | October 4, 2023 |
| October 2024 | $8,461,983,895 | 3,590 | September 16, 2024 |
| October 2025 | $11,156,017,804 | 3,762 | May 19, 2025 |
| October 2026 | $15,536,099,534 | 3,992 | September 8, 2026 |

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.

## Changes in the filing (last 12 months)

### October 2026
- Updated its list of owners and control persons (Schedule A).

### August 2026
- Its Item 11 disclosure answers changed (now yes: 11.A(2); now no: 11.D(3)).

### April 2026
- 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).

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Primerica Advisors (CRD 10111): Form ADV filing data as of October 2026.