MERIT FINANCIAL ADVISORS

RIASEC RegisteredEst. 2007

Total AUM

$23.9B

Discretionary

$23.9B

100% of AUM

Avg account

$1.2M

Accounts

20,710

Employees

470

Advisory reps

264

Firm details

Headquarters: ALPHARETTA, Georgia
CRD number: 142457
Registered since: January 31, 2007
Website: www.meritfinancialadvisors.com
Custodians: FIDELITY DISTRIBUTORS COMPANY LLC, CHARLES SCHWAB & CO., INC.
Fee structure: Percentage of AUM, Hourly Charges, Fixed Fees, Other
Client types: HNWI47.45%
Individuals27.88%
Pension & Profit Sharing Plans18.45%
Corporations / Businesses5.38%
Charitable Organizations0.84%
Services: Financial PlanningPortfolio Management for IndividualsPortfolio Management for Institutional ClientsPension ConsultingSelection of Other AdvisersEducational Seminars / Workshops

Firm profile

FINTRX

Overview

Merit Financial Advisors is an independent registered investment adviser organized as an LLC and operating since 2007. The firm positions itself as a capital allocator for both individual/family and institutional clients, offering a mix of advisory and ancillary brokerage-related services. Its fee arrangements include percentage-of-AUM, hourly and fixed fees, and other fee models. Merit also has business lines tied to broker-dealer activity, registered representative relationships, insurance brokerage and accounting services, while its advisory services cover financial planning, portfolio management for individuals and businesses, pension consulting, manager selection and investor education. Merit does not identify as an active ESG investor. The firm has received repeated industry recognition from outlets such as Barron's, Forbes, Financial Times, Citywire and AdvisorHub between 2020 and 2026.