Primary Purpose Financial Group

What Primary Purpose Financial Group does

Primary Purpose Financial Group LLC is a private, independently-owned financial advisory firm headquartered in Frisco, Texas, operating under the trade name Three Pillars Wealth. The firm provides wealth management, retirement, investment, protection, business, and estate planning services to business owners and families across roughly 20 U.S. states. Service delivery is entirely advisor-led through two named representatives, David Thompson and Alexander Berrey, with no proprietary technology platform, mobile application, or self-serve digital channel — clients access accounts via third-party portals hosted by New York Life affiliates (Wealth Management, NYLI Investment, New York Life).

The firm is not owned by New York Life or its affiliates; instead, its representatives are licensed through New York Life Insurance Company to sell insurance, registered through NYLIFE Securities LLC (Member FINRA/SIPC) to offer securities products, and appointed as Financial Advisers with Eagle Strategies LLC (a Registered Investment Adviser) to deliver fee-based advisory services. Revenue is generated from insurance commissions, securities commissions, and asset-based advisory fees, none of which are publicly disclosed. The firm maintains no public funding, no M&A activity, no awards or patents, and no disclosed headcount beyond the two named advisors, positioning it as a small, relationship-driven producer practice rather than a scalable financial services platform.

Name

Primary Purpose Financial Group

Legal name

PRIMARY PURPOSE FINANCIAL GROUP LLC

Website

https://primarypurposefg.com

Company type

Private

Operating status

Operating

Short description

Primary Purpose Financial Group LLC, operating as Three Pillars Wealth, is an independent Frisco, Texas-based advisory practice serving business owners and families across ~20 U.S. states with insurance, securities, and wealth planning through two licensed advisors affiliated with New York Life, NYLIFE Securities, and Eagle Strategies.

Ownership category

akta.pro rank

Product category

Wealth Management & Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523), Finance and Insurance (52)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industry

Business Owner & Executive Financial Planning (FSAEAAAO)

Keywords

• Financial planning services
• Wealth management advisory
• Life insurance products
• Retirement income planning
• Estate legacy planning

Headquarters

HQ city

Frisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Insurance Products: David Thompson and Alexander Berrey are licensed agents selling insurance through New York Life Insurance Company and other independent insurance companies. Insurance products include life insurance and related protection products.
2. Securities Products & Services: Registered Representatives offer securities products through NYLIFE Securities LLC, Member FINRA/SIPC. Includes investment products and related financial services.
3. Financial Advisory Services: Financial Advisers with Eagle Strategies LLC, a Registered Investment Adviser, provide advisory services for a fee based on assets under management or advisory contracts.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Primary Purpose Financial Group is a financial advisory firm that delivers coordinated financial planning for business owners and families through its proprietary Three Pillars (Foundation, Strategy, Stewardship) methodology. The firm sells insurance products via licensed agents of New York Life Insurance Company and other carriers, offers securities through NYLIFE Securities LLC, and provides investment advisory services through Eagle Strategies LLC, spanning retirement, investment, protection, business, and estate planning engagements.

Product overview

Primary Purpose Financial Group LLC is a financial advisory firm offering comprehensive wealth management services through a coordinated approach built on three pillars: Foundation (organizing financial life), Strategy (designing aligned financial plans), and Stewardship (ongoing guidance). The firm provides services including Financial Planning, Retirement Planning, Investment Planning, Protection Planning, Business Planning, and Estate & Legacy Planning, supplemented with Tax Resources and Financial Calculators. The company operates as an agency of New York Life Insurance Company, with advisors also registered through NYLIFE Securities LLC and offering advisory services through Eagle Strategies LLC.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Comprehensive financial planning services that align personal, business, and financial goals into coordinated strategies, designed for business owners and families seeking clarity across their full financial picture.
• Retirement Planning Planning services focused on preparing for and managing retirement income and goals, intended for individuals and families approaching or in retirement.
• Investment Planning Investment strategy design and implementation aligned with long-term financial objectives, delivered through advisory services via Eagle Strategies LLC and securities offered through NYLIFE Securities LLC.
• Protection Planning Risk management and insurance planning to protect financial security, including life insurance and related protection products underwritten through New York Life and other carriers.
• Business Planning Financial planning services tailored for business owners, including succession planning, exit planning, and coordination between business and personal finances.
• Estate & Legacy Planning Planning to preserve and transfer wealth according to client values and intentions across generations, for families and business owners with multi-generational wealth transfer needs.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• New York Life Insurance CompanycoreStrategic or Co-development PartnerParent insurance company affiliation. David Thompson and Alexander Berrey are licensed agents authorized to sell insurance through New York Life. New York Life is a wholly-owned subsidiary providing institutional backing, brand reputation, and product access to the firm.
• NYLIFE Securities LLCcoreStrategic or Co-development PartnerWholly-owned subsidiary of New York Life Insurance Company. Member FINRA/SIPC. David Thompson and Alexander Berrey are Registered Representatives offering securities products and services through this entity. Provides securities licensing and regulatory framework.
• Eagle Strategies LLCcoreStrategic or Co-development PartnerRegistered Investment Adviser and wholly-owned subsidiary of New York Life Insurance Company. David Thompson and Alexander Berrey are Financial Advisers providing advisory services through this entity. Offers fee-based investment advisory services.

Recent moves4 records

Expansion highlights4 records

Direct peers

• MassMutual: Mutual insurer with an advisor distribution network offering life insurance, investment, and retirement planning to individuals and businesses. Comparable product mix, customer segments, and advisor-led delivery.
• Edward Jones: National financial services firm with a branch-based advisor model offering investment, insurance, and retirement products to mass-affluent and business-owner clients. Directly comparable in sales-led GTM, target segments, and integrated product offering.
• Ameriprise Financial: Diversified financial services company with a large independent advisor channel providing financial planning, investments, and insurance to households and business owners. Direct peer in target customer and integrated planning approach.
• Raymond James Financial: Diversified financial services firm supporting independent financial advisors who provide wealth management, investment, and planning services. Comparable in advisor-led distribution serving business owners and families.
• Northwestern Mutual: Mutual insurance and financial services company with an advisor-led distribution model selling insurance, investment, and advisory products to individuals and business owners. Highly comparable in product mix, target customer (business owners and families), and channel model.
• Cetera Financial Group: Independent broker-dealer supporting financial advisors with wealth management, investment, and advisory solutions for individuals and business owners. Comparable as an independent advisor-led wealth management practice.
• Commonwealth Financial Network: Independent broker-dealer and RIA supporting financial advisors who provide comprehensive financial planning and wealth management to individuals and small-business owners. Direct comparable in advisor-led planning model.
• LPL Financial: Largest independent broker-dealer supporting thousands of financial advisors who offer investment, advisory, and insurance products. Comparable business model as an independent advisor practice affiliated with a larger broker-dealer.

Broad incumbents

• New York Life Insurance Company: Parent-affiliated mutual life insurer whose distribution system hosts Primary Purpose Financial Group. Comparable as the broad incumbent that defines the agent-based wealth management model PPFG operates within.
• Merrill Lynch Wealth Management: Bank-owned wealth management franchise serving affluent and high-net-worth clients through a large advisor force. Comparable in target customer (business owners, families) and integrated financial planning, though at much greater scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Primary Purpose Financial Group