# Merit Financial Advisors

> 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.

- CRD: 142457
- Filed as: MERIT FINANCIAL ADVISORS
- Legal name: Merit Financial Group, LLC
- Also doing business as: FIDUCIARY SERVICES, MERIT, MERIT FINANCIAL ADVISORS, REASON FINANCIAL, THE FAMILY HUG
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Alpharetta, GA
- Filing period: October 2026
- Form ADV filing dated: September 24, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/142457
- AdvisorCensus page: https://advisorcensus.com/firm/merit-financial-advisors-alpharetta-ga-142457

## Quick answers

**How is Merit Financial Advisors compensated?**
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. The amounts are in Item 5 of its Form ADV Part 2A brochure.

**Where is Merit Financial Advisors located?**
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).

**Is Merit Financial Advisors registered with the SEC or a state?**
Merit Financial Advisors is an SEC-registered investment advisory firm, registered since 2007. Status as filed: Approved. CRD 142457.

**How much does Merit Financial Advisors manage?**
Merit Financial Advisors reports $23,875,298,692 in regulatory assets under management in its Form ADV filing dated September 24, 2026 (100% discretionary).

**How have Merit Financial Advisors' assets and staff changed since 2021?**
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.

**What types of clients does Merit Financial Advisors serve?**
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).

**Which custodians does Merit Financial Advisors use?**
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.

**Does Merit Financial Advisors report any disciplinary disclosures?**
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

**What changed in Merit Financial Advisors' recent Form ADV filings?**
In the October 2026 filing data: Updated its list of owners and control persons (Schedule A).

## From the Form ADV filing

### Compensation (Item 5.E)
- A percentage of assets under your management
- Hourly charges
- Fixed fees (other than subscription fees)
- Other

### Custodians (Schedule D, Section 5.K(3))
- Charles Schwab & Co., Inc.
- Fidelity Brokerage Services LLC

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.

### Regulatory assets under management (Item 5.F)
- Total: $23,875,298,692
- Discretionary: $23,869,858,217
- Non-discretionary: $5,440,475

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 15,696 | $6,656,033,318 |
| High net worth individuals | 4,344 | $11,328,276,060 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 434 | $4,405,920,804 |
| Charitable organizations | 52 | $201,137,321 |
| Other investment advisers | 1 | $14,058 |
| Corporations or other businesses not listed above | 184 | $1,283,917,131 |

### Advisory services (Item 5.G)
- 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

### Firm details
- Registered since: 2007 (19 years)
- Employees: 470 total, 229 performing advisory functions
- Wrap fee program participation: Yes
- States registered or notice-filed: 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
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Other offices (Schedule D, Section 1.F), as of the October 2026 filing
- Albany, GA
- Alpharetta, GA
- Berwyn, PA
- Boca Raton, FL
- Charlotte, NC
- Chicago, IL
- Denver, CO
- Frisco, TX
- Issaquah, WA
- Madison, WI
- Middleton, WI
- New Cumberland, PA
- Pocatello, ID
- Rockville, MD
- San Antonio, TX
- Sebring, FL
- Sheboygan Falls, WI
- Southlake, TX
- Spokane, WA
- Tacoma, WA
- West Bend, WI
- Whitefish Bay, WI
- Williamsport, PA
- Wilton, CT

### Websites listed on Form ADV (Item 1.I)
- meritfa.com
- meritfinancialadvisors.com
- plansmartandretirewell.com
- whatsyourwealthstrategy.libsyn.com
- whencaniretire.us
- yourreason.com
- Facebook @MeritFinancialGroup
- Facebook @MersbergerFinancialGroup
- Facebook @YourRetirementCoachGA
- Facebook @reasonfinancial
- Instagram @meritfinadvisor
- Instagram @yourretirementcoachga
- LinkedIn @meritfinancialadvisors
- LinkedIn @yourreason
- X @MERITFINADVISOR
- X @wellreasoned
- YouTube @meritfinancialadvisors
- YouTube @yourretirementcoachga

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $2,878,009,928 | 142 | August 23, 2021 |
| October 2022 | $3,681,709,925 | 154 | September 20, 2022 |
| October 2023 | $5,522,570,668 | 217 | March 30, 2023 |
| October 2024 | $7,252,133,507 | 258 | August 16, 2024 |
| October 2025 | $10,576,048,244 | 279 | April 28, 2025 |
| October 2026 | $23,875,298,692 | 470 | September 24, 2026 |

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.

## Changes in the filing (last 12 months)

### October 2026
- Updated its list of owners and control persons (Schedule A).

### April 2026
- 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).

### December 2025
- Registered or notice-filed in PR.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Merit Financial Advisors (CRD 142457): Form ADV filing data as of October 2026.