Merit Financial Advisors Establishes Presence in Wisconsin with Strategic Partnership with Mersberger Financial Group

Merit adds two new offices, $830 million of assets under management and a new Retirement division with $489 million in assets under advisement

ATLANTE, August 25, 2022 /PRNewswire/ — Merit Financial Advisors (“Merit”), a Georgiaspecializing in financial planning and wealth management solutions for high net worth individuals and families and those going through life transitions, today announced its partnership with Mersberger Financial Group (“Mersberger”). The company, which has offices in Sheboygan Falls and Appleton, Wis.establish Merit’s presence in the region and across Montana and Illinois. The partnership also increases Merit’s assets under management by $830 million and assets under the advice of Merit’s new pension division by $489 million.

The Mersberger team specializes in providing qualified retirement planning, as well as financial planning and wealth management services for individuals, employers and institutions. The company is led by co-CEOs and co-COOs Joshua and Zachary Mersberger. Joshua and Zachary will take on new roles at Merit as Regional Managers and will be joined by their team of over 20 employees, including Donald HammondCFP®, who will lead Merit’s pension division.

Mersberger Financial Group was founded by Peter and Marilyn Mersberger in 1994. “We are proud to see this next transition from the company that we founded in 1994 and are very pleased to see this partnership allowing us to better serve our customers,” said Peter and Marilyn Mersberger.

“As we assessed the next stage in the evolution of our firm, it became clear that partnering with Merit would allow us to better serve our clients while continuing to put our clients’ interests first,” said Joshua Mersberger. “When evaluating the partners, Merit’s operational excellence, cutting-edge technology and strong culture rooted in serving its customers made them stand out. We look forward to a successful partnership with Merit for all of our stakeholders for many years to come,” said Zachary Mersberger.

“When evaluating new advisory partners, we look at a company’s organic growth engine, talent base, and potential for next-generation leaders,” said Rick Kent, CEO and Founder of Merit Financial Advisors. “Mersberger Financial Group ticked all of these boxes and more. We are delighted to welcome the Mersberger team while establishing Merit’s presence in Wisconsin.”

This is Merit’s eighth acquisition since take a minority stake in December 2020 from Wealth Partners Capital Group and a group of strategic investors led by HGGC, leveraging its Aspire Holdings platform. Year-to-date, Merit announced its acquisition of Union Financial Advisors, which added $356 million in the assets acquired in April 30, 2022 and established its presence in Oklahomaincreased its presence in Georgia with the acquisition of Dasher & Padgett ($111 million in the assets acquired in May 31, 2022), and planted its flag in Colorado with the acquisitions of Tedstrom Wealth Advisors and IM Wealth Care ($345 million in the assets acquired in April 30, 2022).

“Mersberger Financial Group has achieved remarkable success within the industry and on behalf of its clients, in large part due to its highly specialized team. Merit and Mersberger quickly recognized a common customer-focused mindset and a mutual commitment to delivering quality solutions,” said Nick Trepp, Director of Wealth Partners Capital Group. “Their expertise and personalized approach complement Merit’s work with clients – we are thrilled to see Merit expanding into the Midwest with such a prestigious team.”

“We are excited to partner with Merit to grow the company’s presence in the qualified retirement market. Our dedication and industry knowledge, along with Merit’s technology, will be of great benefit to our current and future customers,” said Donald Hammond.

The merger was finalized on August 19, 2022. Financial and legal terms of the agreement were not disclosed.

About Merit Financial Advisors

Merit Financial Group, LLC, doing business as Merit Financial Advisors (“Merit”), is a national wealth management firm that supports both independent broker and RIA models. Situated at Atlanta, GeorgiaMerit has 28 offices across the United States and manages $6.1 billion active at April 30, 2022 ($4.34 billion in council, $1.69 billion in brokerage assets and with $92 million in assets under deliberation).

For more information, please visit www.meritfinancialadvisors.com.

Securities offered by LPL Financial, member FINRA/SIPC. Investment advice provided by Merit Financial Group, LLC, an SEC-registered investment adviser. Merit Financial Group, LLC, Merit, Merit Financial Advisors and Mersberger Financial Group are separate entities from LPL Financial.

About Wealth Partners Capital Group

Wealth Partners Capital Group (“WPCG”) is a financial services holding company, investing in and partnering with leading wealth management companies. WPCG assists its corporate partners by identifying and onboarding like-minded Investment Advisors and Registered Financial Advisors who are seeking access to expanded business capabilities, strategic growth and customized transition solutions. For more information, please visit www.wealthpcg.com.

About HGGC

HGGC is a leading middle market investment firm based in Palo Alto, California. with over $6.8 billion in accumulated capital commitments. HGGC focuses on partnerships with leadership teams, founders and sponsors who reinvest alongside HGGC, creating a strong alignment of interests. HGGC invests in RIAs through its Aspire Holdings platform, which aims $300 million of the total investment in space. More information is available at hggc.com.

SOURCE Merit Financial Advisors

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