{
  "crd_number": 142457,
  "slug": "merit-financial-advisors-alpharetta-ga-142457",
  "primary_business_name": "MERIT FINANCIAL ADVISORS",
  "legal_name": "MERIT FINANCIAL GROUP, LLC",
  "dbas": [
    "FIDUCIARY SERVICES",
    "MERIT",
    "MERIT FINANCIAL ADVISORS",
    "REASON FINANCIAL",
    "THE FAMILY HUG"
  ],
  "city": "Alpharetta",
  "state": "GA",
  "country": "United States",
  "cbsa_code": "12060",
  "metro": {
    "cbsa_code": "12060",
    "common_name": "Atlanta",
    "msa_name": "Atlanta-Sandy Springs-Roswell, GA",
    "path": "/advisors/ga/atlanta"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "2007-01-31",
  "years_registered": 19,
  "period": "2026-10-01",
  "filing_date": "2026-09-24",
  "carried_forward": false,
  "raum_total": 23875298692.0,
  "raum_discretionary": 23869858217.0,
  "raum_non_discretionary": 5440475.0,
  "raum_band": "over_5b",
  "raum_band_label": "Over $5 billion",
  "total_employees": 470,
  "advisory_employees": 229,
  "client_count_bucket": null,
  "clients_by_type": {
    "charitable": {
      "raum": 201137321.0,
      "count": 52
    },
    "individuals": {
      "raum": 6656033318.0,
      "count": 15696
    },
    "pension_profit_sharing": {
      "raum": 4405920804.0,
      "count": 434
    },
    "other_investment_advisers": {
      "raum": 14058.0,
      "count": 1
    },
    "high_net_worth_individuals": {
      "raum": 11328276060.0,
      "count": 4344
    },
    "corporations_other_businesses": {
      "raum": 1283917131.0,
      "count": 184
    }
  },
  "compensation_types": [
    "fixed",
    "hourly",
    "other",
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "educational_seminars",
    "financial_planning",
    "pension_consulting",
    "portfolio_management_businesses_institutional",
    "portfolio_management_individuals",
    "selection_of_other_advisers"
  ],
  "wrap_fee_participant": true,
  "disclosure_yes_count": 0,
  "states_registered": [
    "AK",
    "AL",
    "AR",
    "AZ",
    "CA",
    "CO",
    "CT",
    "DC",
    "DE",
    "FL",
    "GA",
    "HI",
    "IA",
    "ID",
    "IL",
    "IN",
    "KS",
    "KY",
    "LA",
    "MA",
    "MD",
    "ME",
    "MI",
    "MN",
    "MO",
    "MS",
    "MT",
    "NC",
    "ND",
    "NE",
    "NH",
    "NJ",
    "NM",
    "NV",
    "NY",
    "OH",
    "OK",
    "OR",
    "PA",
    "PR",
    "RI",
    "SC",
    "SD",
    "TN",
    "TX",
    "UT",
    "VA",
    "VI",
    "VT",
    "WA",
    "WI",
    "WV",
    "WY"
  ],
  "websites": [
    "https://facebook.com/MeritFinancialGroup",
    "https://facebook.com/MersbergerFinancialGroup",
    "https://facebook.com/YourRetirementCoachGA",
    "https://facebook.com/reasonfinancial",
    "https://instagram.com/meritfinadvisor",
    "https://instagram.com/yourretirementcoachga",
    "https://linkedin.com/company/meritfinancialadvisors",
    "https://linkedin.com/company/yourreason",
    "https://meritfa.com",
    "https://meritfinancialadvisors.com",
    "https://plansmartandretirewell.com",
    "https://whatsyourwealthstrategy.libsyn.com",
    "https://whencaniretire.us",
    "https://x.com/MERITFINADVISOR",
    "https://x.com/wellreasoned",
    "https://yourreason.com",
    "https://youtube.com/@meritfinancialadvisors",
    "https://youtube.com/@yourretirementcoachga"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/142457",
  "city_as_filed": "ALPHARETTA",
  "url": "https://advisorcensus.com/firm/merit-financial-advisors-alpharetta-ga-142457",
  "display_name": "Merit Financial Advisors",
  "summary": "Merit Financial Advisors is an SEC-registered investment advisory firm in Alpharetta, GA, registered since 2007, reporting over $5 billion in regulatory assets under management in its Form ADV filing dated September 24, 2026.",
  "citation": "AdvisorCensus. Merit Financial Advisors (CRD 142457): Form ADV filing data as of October 2026.",
  "registration_type_label": "SEC-registered investment adviser",
  "compensation_labels": [
    "A percentage of assets under your management",
    "Hourly charges",
    "Fixed fees (other than subscription fees)",
    "Other"
  ],
  "advisory_activity_labels": [
    "Financial planning services",
    "Portfolio management for individuals and/or small businesses",
    "Portfolio management for businesses (other than small businesses) or institutional clients",
    "Pension consulting services",
    "Selection of other advisers (including private fund managers)",
    "Educational seminars/workshops"
  ],
  "quick_answers": [
    {
      "q": "How is Merit Financial Advisors compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), Merit Financial Advisors reports these compensation arrangements: a percentage of assets under its management; hourly charges; fixed fees (other than subscription fees); other."
    },
    {
      "q": "Where is Merit Financial Advisors located?",
      "a": "Merit Financial Advisors' principal office is in Alpharetta, GA, according to its Form ADV; the October 2026 filing also lists 24 other offices (Schedule D, Section 1.F)."
    },
    {
      "q": "Is Merit Financial Advisors registered with the SEC or a state?",
      "a": "Merit Financial Advisors is an SEC-registered investment advisory firm, registered since 2007. Status as filed: Approved. CRD 142457."
    },
    {
      "q": "How much does Merit Financial Advisors manage?",
      "a": "Merit Financial Advisors reports $23,875,298,692 in regulatory assets under management in its Form ADV filing dated September 24, 2026 (100% discretionary)."
    },
    {
      "q": "How have Merit Financial Advisors' assets and staff changed since 2021?",
      "a": "In the Form ADV data for Merit Financial Advisors: Regulatory assets under management: $2,878,009,928 in the October 2021 data and $23,875,298,692 in the October 2026 data, up 730%. Total employees: 142 in October 2021 and 470 in October 2026. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does Merit Financial Advisors serve?",
      "a": "By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (15,696); high net worth individuals (4,344); pension and profit sharing plans (but not the plan participants or government pension plans) (434)."
    },
    {
      "q": "Which custodians does Merit Financial Advisors use?",
      "a": "Merit Financial Advisors' most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Charles Schwab & Co., Inc. and Fidelity Brokerage Services LLC as custodians holding 10% or more of its separately managed account assets."
    },
    {
      "q": "Does Merit Financial Advisors report any disciplinary disclosures?",
      "a": "Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/142457"
    },
    {
      "q": "What changed in Merit Financial Advisors' recent Form ADV filings?",
      "a": "In the October 2026 filing data: Updated its list of owners and control persons (Schedule A)."
    }
  ],
  "filing_history": [
    {
      "period": "2021-10-01",
      "regulatory_assets_under_management": 2878009928.0,
      "total_employees": 142,
      "filing_date": "2021-08-23"
    },
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 3681709925.0,
      "total_employees": 154,
      "filing_date": "2022-09-20"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 5522570668.0,
      "total_employees": 217,
      "filing_date": "2023-03-30"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 7252133507.0,
      "total_employees": 258,
      "filing_date": "2024-08-16"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 10576048244.0,
      "total_employees": 279,
      "filing_date": "2025-04-28"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 23875298692.0,
      "total_employees": 470,
      "filing_date": "2026-09-24"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-10-01",
      "period_label": "October 2026",
      "notes": [
        "Updated its list of owners and control persons (Schedule A)."
      ]
    },
    {
      "period": "2026-04-01",
      "period_label": "April 2026",
      "notes": [
        "No longer lists the business name Safeguard Wealth Management.",
        "No longer lists the business name Global Wealth Advisors.",
        "Employees performing advisory functions went from 144 to 229.",
        "Regulatory assets under management went from $10,576,048,244 to $23,875,298,692 (+126%).",
        "Changed its office addresses in Boca Raton, FL.",
        "Changed its office addresses in Spokane, WA.",
        "Added an office in Alpharetta, GA.",
        "Added an office in Chicago, IL.",
        "Added an office in Denver, CO.",
        "Added an office in Madison, WI.",
        "Added an office in Middleton, WI.",
        "Added an office in Pocatello, ID.",
        "Added an office in Rockville, MD.",
        "Added an office in San Antonio, TX.",
        "Added an office in Sebring, FL.",
        "Added an office in Whitefish Bay, WI.",
        "No longer lists an office in Boynton Beach, FL.",
        "No longer lists an office in De Pere, WI.",
        "No longer lists an office in Diamond Bar, CA.",
        "No longer lists an office in Greenwood Village, CO.",
        "No longer lists an office in Manitowoc, WI.",
        "No longer lists an office in Raleigh, NC.",
        "No longer lists an office in Roswell, GA.",
        "No longer lists an office in San Diego, CA.",
        "No longer lists an office in Tulsa, OK.",
        "No longer lists an office in Westfield, NJ.",
        "Updated its list of owners and control persons (Schedule A)."
      ]
    },
    {
      "period": "2025-12-01",
      "period_label": "December 2025",
      "notes": [
        "Registered or notice-filed in PR."
      ]
    }
  ],
  "fees_from_brochure": null,
  "custodians": [
    {
      "name": "Charles Schwab & Co., Inc.",
      "name_as_filed": "CHARLES SCHWAB & CO., INC.",
      "affiliated": false
    },
    {
      "name": "Fidelity Brokerage Services LLC",
      "name_as_filed": "FIDELITY BROKERAGE SERVICES LLC",
      "affiliated": false
    }
  ],
  "custodians_note": "Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.",
  "markdown_url": "https://advisorcensus.com/firm/merit-financial-advisors-alpharetta-ga-142457.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 15696,
      "fewer_than_5": false,
      "raum": 6656033318.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 4344,
      "fewer_than_5": false,
      "raum": 11328276060.0
    },
    {
      "type": "pension_profit_sharing",
      "label": "Pension and profit sharing plans (but not the plan participants or government pension plans)",
      "count": 434,
      "fewer_than_5": false,
      "raum": 4405920804.0
    },
    {
      "type": "charitable",
      "label": "Charitable organizations",
      "count": 52,
      "fewer_than_5": false,
      "raum": 201137321.0
    },
    {
      "type": "other_investment_advisers",
      "label": "Other investment advisers",
      "count": 1,
      "fewer_than_5": false,
      "raum": 14058.0
    },
    {
      "type": "corporations_other_businesses",
      "label": "Corporations or other businesses not listed above",
      "count": 184,
      "fewer_than_5": false,
      "raum": 1283917131.0
    }
  ],
  "disclosure_line": "Reports no disclosure items on Form ADV Item 11.",
  "disclosure_items": [],
  "indexable": true,
  "suppressed": false,
  "claimed": false,
  "enhanced": false,
  "provided_by_the_firm": null,
  "source": {
    "name": "Form ADV",
    "as_of": "2026-10-01",
    "iapd_url": "https://adviserinfo.sec.gov/firm/summary/142457",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}