Generational Freedom for All
Alex Ittycheriah & Risha Serrano
Mount Juliet, TN
Former Occupation: Student
Generational Freedom for All
Alex Ittycheriah and Risha Serrano, of Mount Juliet, TN, are a dynamic mother and daughter team working side by side to grow their Primerica business. Alex, an immigrant from India, joined Primerica more than 20 years ago.
“Risha, my beautiful daughter, grew up as a Primerica kid,” Alex says. “She watched and learned from our struggles for survival, success and significance.”
Alex was a biochemistry graduate student before joining Primerica. “I saw a newsletter about local events in the neighborhood,” she recalls. “One event mentioned a free college planning seminar. I had never heard about Primerica before attending the seminar, but I was curious.”
At the seminar, Alex learned about the Rule of 72 and the Power of Compound Interest, two concepts from Primerica’s proven How Money Works™ financial education guide. “I scheduled an appointment for my husband and I to get help with our personal finances,” she recounts. “My husband had just started working as a chemist after finishing his Master’s degree. I joined Primerica to learn more about investments. At the meeting, they said they offered free weekly investment seminars on Tuesday evenings and Saturday mornings. I knew I wanted to learn more.”
A Life of Purpose
Building a family business with Primerica has been an absolute blessing for their family. “Primerica has taught us how to successfully build a generational Primerica business so we can live a life of purpose with freedom of time and financial independence,” Alex shares. “We’ve also learned how to handle our family’s finances and invest our funds, strategically, utilizing time-tested fundamentals. We help our clients create generational wealth using the same time-tested principals. And the best thing is, we offer this education for free!”
Alex says they also learn from their clients, especially their older clients. “We learn about the time-value of money,” she explains. “We serve multiple generations of the same family since our practice is a referral business. We educate and prepare our clients for individual financial freedom and for intergenerational wealth transfers.”
It’s also a joy for Alex to work alongside her daughter. “Risha joined Primerica right after high school, rejecting a prestigious college scholarship,” Alex says with utmost gratitude. “She is the wind beneath my wings. The best reward of our business is how much our clients value us and are at peace with their decision to be part of our purpose.”
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Primerica Representatives are independent contractors and are not employees of Primerica.
Representatives must obtain all appropriate licenses and appointments prior to making a sale or receiving a commission.
From January 1 through December 31, 2023, Primerica paid our life-licensed sales force members an average of $7,118, reflected in local currency, unadjusted for exchange rates. Representatives typically pay an initial fee of $99 USD ($103.95 CAD in Canada, inclusive of taxes) to provide for training and licensing and also may incur ongoing personal expenses to conduct business. Our representatives earn varying levels of income and the cash flow shown reflects an extraordinary level of success that is not typical of the sales force.
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In the U.S., securities and advisory services are offered by PFS Investments Inc., 1 Primerica Parkway, Duluth, Georgia 30099-0001, member FINRA [www.finra.org]. PFS Investments Inc. conducts its advisory business under the name Primerica Advisors. Primerica and PFS Investments Inc. are affiliated companies. In Canada, mutual funds are offered by PFSL Investments Canada Ltd., mutual fund dealer. Head Office: Mississauga, Ontario.