Starting in 1977, Primerica Financial Services was in business to transform the life insurance industry and now they aim to transform the financial services industry. They are easy to spot on Northwestern Highway, right between 13 Mile and Middlebelt. They address the issues of the middle market and meet with clients in the Primerica offices or in the clients' homes. Primerica wants middle-income families to achieve financial and insurance security, and believes in educating their clients about money and finances.