Merit Financial Advisors

Merit Financial Group, LLC is an SEC‑registered advisory firm managing about $10.6 billion with 144 advisors and roughly 14,175 clients. It serves a broad client mix — individuals (including high‑net‑worth clients), corporate and business clients, retirement plan sponsors, charitable organizations and other institutions — offering asset management, financial planning, retirement plan advice and participant consulting, educational workshops, and employee financial wellness programs.

The firm emphasizes a long‑term, diversified investment approach implemented through model portfolios and modular “sleeves” that can be tailored by investment advisor representatives, using mutual funds, ETFs, individual securities, liquid alternatives and third‑party managers. Merit’s central Investment Management team and an Investment Committee oversee standard models and rebalancing, while advisors may manage or customize portfolios on a discretionary or non‑discretionary basis and use UMA and other third‑party manager platforms.

Noteworthy for an enterprise adviser, many of Merits’ investment advisor representatives are also registered representatives of a broker‑dealer and hold insurance licenses, which introduces potential commission conflicts that the firm discloses and supervises. Merit also provides specialized services uncommon among peers — including independent fiduciary and ESOP trustee work with formal due diligence and valuation processes, a limited legacy wrap program and a financial‑wellness partnership tied to the CEO — all arrangements the firm discloses as potential conflicts and manages through its compliance and oversight processes.