Merit Financial Advisors, a national wealth management firm established in 1998, was built by advisors, for advisors, many of whom were once independent firm owners themselves. The firm’s mission is to provide coordinated, objective advice to help clients achieve their financial goals through professional wealth management. Merit Financial Advisors exists to enrich the lives of those it serves, with a mission to revolutionize the client experience by building the RIA of the future. Over the years, Merit has achieved exponential growth through organic growth, acquisitions, and the integration of financial advisors. As of March 31, 2024, Merit has completed 45 M&A transactions, including notable acquisitions such as Mersberger Financial Group, Biltmore Capital Advisors and Triad Financial Strategies. Merit Financial Advisors operates nationally, supporting both independent RIA and advisors affiliated with broker-dealers. The firm provides a wide array of advisory services including asset management, financial planning, retirement plan advice, participant and other consulting, employee wellness programs, and educational workshops. Merit targets clients across all segments, including business owners, retirees, individuals in transition (divorce, widowhood), high-net-worth individuals and families, and unique client niches such as AT&T, UPS, Toyota, and Chick-fil-A employees.

Merit Financial Advisors takes a holistic approach to wealth management, helping clients navigate their financial journeys with confidence. The firm describes its mission as partnering with clients to achieve their financial goals through comprehensive planning, strategic investing, and personalized guidance.

Core Services

• Wealth Management: Merit specializes in creating  customized investment strategies that align with clients’ risk tolerance, time horizons, and financial objectives. The focus is on achieving long-term growth while managing risk effectively.
• Financial Planning: Advisors collaborate with clients to build tailored financial plans that address cash flow management, tax efficiency, retirement planning, and estate planning.
• Insurance Solutions: The firm provides a range of insurance services designed to protect clients’ financial health, including life insurance, disability coverage, and long-term care solutions.
• Retirement Planning: Merit works closely with individuals and businesses to ensure a secure retirement. Services include 401(k) plan management, pension planning, and strategies for maximizing retirement income.
• Business Owner Services: For business owners, Merit offers specialized services like succession planning, risk management, and  employee benefits consulting.

Merit’s client-first approach means that every service is tailored to meet the specific goals and challenges of the individuals, families, and businesses it serves.

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Merit generally follows an established investment management process with a long-term orientation. For most clients, the firm believes that a long-term diversified approach is the most suitable investment strategy. Merit focuses on building a collaborative and entrepreneurial environment, emphasizing relationships, team collaboration, constant improvement (Kaizen), and future focus. The firm offers a robust suite of investment options to meet the majority of advisors' preferences, ranging from passive to tactical strategies, including mutual funds, ETFs, individual equities, structured products, and alternative investments. Merit Financial Advisors offers several specialized strategies as part of their investment approach: Active Management, Passive Management, Direct Indexing, Tactical Strategies, and Hedge Fund or Private Equity Integration. These specialized strategies are designed to accommodate various advisor preferences and client needs, aligning with the firm's collaborative and flexible approach.

Understanding that each client is unique, Merit focuses on custom-tailoring investment portfolios and designing strategies that align with each client’s specific goals, ensuring that all interests are harmonized throughout the process. Under the leadership of Brian, its Chief Investment Officer, Merit has developed a comprehensive investment platform to meet the diverse preferences of advisors, ranging from passive to tactical strategies. These strategies include: Merit Select (ETF only for smaller accounts), Merit Core (active and ETF portfolios), Merit Core + (includes liquid alternatives) Merit Impact (absolute return, low volatility, alternative income and growth), Merit SMAs (direct indexing program), Merit Partner Program, Merit Structured Notes Program, Merit Advisor Guided (focused list of investments and leverage external custodial partners). The platform includes Mutual Funds, ETFs, and individual equities, as well as structured products and alternative investments. Additionally, Merit offers multiple TAMPs, some of which are white-labeled, to accommodate a wide range of client needs.