Premier Financial Alliance Review and Profile

Premier Financial Alliance, Inc., commonly known as PFA, is a Georgia-based insurance marketing organization that lists 2003 as its founding year. Headquartered in Suwanee, the company built its business around permanent life insurance, living-benefit riders and retirement-oriented insurance products. PFA became a major independent distribution agency for Life Insurance Company of the Southwest, a National Life Group company. Federal court records show that weighted net annualized premiums for LSW policies sold through PFA increased from nearly $4 million in 2008 to more than $77 million in 2019.

PFA's principal product is the Living Life by Design or Living Life Defender indexed universal life policy underwritten by Life Insurance Company of the Southwest. Indexed universal life insurance combines permanent death-benefit coverage with a cash-value component whose credited interest is linked to a market index, subject to the policy's caps, participation rates and other terms. Available accelerated-benefit riders may allow qualifying policyholders to access part of the death benefit following certain chronic, critical or terminal illnesses. PFA's disclosures state that these payments reduce the policy's cash value and death benefit and may affect taxes or eligibility for public assistance. PFA markets the policies but does not underwrite them.

The company uses a multilevel, agency-building sales model. Associates complete state insurance licensing requirements, sell policies and recruit additional agents who can become part of their sales organizations. Compensation is generated through commissions on personal insurance production, advancement to higher contract levels and overrides tied to qualifying team production. PFA's public opportunity materials describe its system as a "self-replicating" platform and emphasize recruiting and mentoring.