Merit | Wilton Location

CFP®
Wealth Manager, Partner

Lori R. Price, CFP^® founded Price Financial Group in 1990 as a boutique independent wealth management firm serving clients in Connecticut, Florida and throughout the country.

For over 35 years, Lori has been providing financial, retirement, estate planning and wealth management services. In February 2021, Lori was again named to the Forbes list of Best in State Wealth Advisors in Connecticut and named one of America’s Top Women Advisors.

After earning a certification as a divorce financial planner in 1998, she developed a more specialized focus guiding affluent women through the transition of divorce or losing a loved one.  As an acknowledgement for her focus on educating women and helping guide them through transitions, Lori is proud to have earned Women’s Choice Award® for Financial Advisors every year since 2014 [1].

Lori and her team of advisors and professional staff also work with clients who are near or in retirement, helping guide their transition from a paycheck to having a plan in place so they will not outlive their money.

The demands of managing a small financial services firm became more time-consuming and complex.  Lori merged Price Financial Group with Merit Financial Advisors in January of 2020 in order to gain access to numerous resources ranging from strong compliance oversight, dedicated technology support, a top-notch financial planning department, an excellent marketing team, administrative and operations support, and a fantastic bench of investment professionals.

Lori has been welcomed as a guest speaker at national conferences and has conducted over 350 workshops covering all aspects of financial and estate planning. She has been widely recognized in the industry by Barron’s, Forbes, Connecticut Magazine and Wealth Manager Magazine among others.

Acting on her strong belief in the importance of giving back to the community, Lori has presented special programs on “Creative Alternatives for Charitable Giving” and “Empowering Women in Philanthropy.” She actively supports several local charities including: Feeding America and local food banks, Alzheimer's Research, The Domestic Violence Crisis Center, Relay for Life, Fairfield County Foundation Fund for Women and Girls, Rock the Street Wall Street, & Special Olympics.

Lori has an MBA from Duke University's Fuqua School of Business and a BA in Business from Rutgers University. She now resides in Palm Beach Gardens, FL and Old Saybrook, CT.   For fun, Lori is a competitive pickleball player and sports enthusiast and enjoys wine tastings, travel, golf, cycling, kayaking and hiking.

Industry Recognition:

• 2019-2022: Named to Forbes list of BEST IN STATE Financial Advisors[2]
• 2019-2021: Named to Forbes list of America’s Top Women Advisors.[2]
• 2014-2023: Women’s Choice Award for Financial Advisors by Women Certified.[1]
• 2012-2020: Connecticut Magazine “FIVE Star Wealth Manager”[3]

[1] The Women’s Choice Award® by Women Certified Inc. is the premier recognition award for advisors who provide quality service to their female clients. The Award is based on 17 objective criteria associated with providing quality service to women clients such as credentials, experience, and a favorable regulatory history. Financial advisors may have paid a basic program fee to cover the cost of comprehensive review and client survey.

[2] Based on assets under management, revenue produced for the firm, regulatory record, quality of practice and philanthropic work.

[3] In year 2012-2017 the award based on 10 objective criteria associated with providing quality services to clients such as credentials, experience, and assets under management among other factors.  Wealth managers do not pay a fee to be considered or placed on the final list of   Five Star Wealth Managers.  for fee charge and overall satisfaction. The overall score is based on an average of all respondents and may not be representative of any one client’s experience.