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

261

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 a limited liability company and SEC-registered since 2007. The firm positions itself as a capital allocator for both individual and family clients as well as institutions, combining portfolio management and financial planning with services that include adviser selection and educational workshops. Merit also conducts broker-dealer, insurance brokerage and accounting activities and maintains registered representatives of a broker-dealer, which gives it a hybrid operating footprint that spans advice, product distribution and related back-office services. Fee arrangements include percentage-of-AUM charges along with hourly and fixed-fee engagements and other billing options. The firm is not characterized as an active ESG investor in its materials. Merit has received repeated external recognition, including placement on the Financial Times Top 300 RIA list (2020), multiple Forbes Top RIA rankings (2022–2024), Barron’s Top 100 RIA honors (2023–2025), Citywire’s 50 Growers Across America (2022, 2024) and AdvisorHub’s 50 RIA Firms to Watch (2026).