Merit Financial Group

Overview

Merit Financial Group is a financial services firm based in Alpharetta, Georgia, specializing in wealth and investment management services for individuals and families. The firm operates as a hybrid SEC-Registered Investment Adviser, providing comprehensive financial planning and investment management solutions. As of June 30, 2024, Merit managed $11.84 billion in assets, including $8.8 billion in advisory assets and $2.8 billion in brokerage assets. The firm's investment strategy encompasses a diverse range of asset classes, including fixed income, private equity, real estate, and venture capital. Merit focuses on various investment stages, from seed and early-stage investments to growth, late-stage, pre-IPO, buyouts, turnarounds, and distressed assets. Geographically, the firm primarily concentrates on the United States, serving clients across the nation. Merit Financial Group has a history of strategic growth through acquisitions, enhancing its capabilities and expanding its reach. Notable partnerships include the acquisition of Safeguard Wealth Management in April 2025, which added $597 million in assets and bolstered the firm's digital marketing capabilities. Additionally, in August 2025, Merit partnered with a specialized team from Second Half Financial Partners, LLC, focusing on investment and retirement strategies for Florida's first responders, adding $225 million in assets. These strategic moves underscore Merit's commitment to growth and its mission to revolutionize the client experience by building the RIA of the future.

Investment Focus

• High-net-worth individuals
• Families
• Clients navigating life transitions

Portfolio Companies