Merit Financial Advisors Partners with Reis Financial Services, LLC to Expand Presence in Wisconsin

Merit Financial Advisors (“Merit”), a Georgia-based financial advisory firm that specializes in financial planning and wealth management solutions for high-net-worth individuals and families and those navigating life transitions, announced today it has acquired Reis Financial Services, LLC (“Reis Financial”). The firm, based in West Bend, Wisconsin, will expand Merit’s existing presence in the region and increase assets by $178 million.

Founded by CEO Tim Reis, Reis Financial specializes in helping individuals, families, and businesses manage their financial resources.  Additionally, the practice provides financial, estate and tax planning along with asset management services. Tim will continue servicing his clients in the role of Wealth Manager, and he will be joined by his team of support staff and advisors.

“I chose to join Merit Financial Advisors because I knew it would be a true partnership,” said Tim. “I look forward to collaborating with Merit to expand our client reach in our region and the opportunity to utilize Merit’s technology as a tool to broaden and enhance services offered to our clients. Additionally, the increased back-office support, mentorship and career growth opportunities for the team are exciting.”

This is Merit’s twentieth acquisition since taking a minority investment in December 2020 from Wealth Partners Capital Group (“WPCG”) and a group of strategic investors led by HGGC’s Aspire Holdings platform. Last month, Merit acquired Planned Futures, which added $460 million in assets and a new office in Williamsport, Pennsylvania.

“The stellar reputation, excellent client service, and expertise in financial, investment, estate and tax planning make the professionals at Reis Financial a fantastic fit for Merit,” said Joshua and Zachary Mersberger, Regional Directors at Merit Financial Advisors. “Their team is the perfect addition to Merit’s growing presence in the Wisconsin region.”

The merger was finalized on June 9, 2023. Financial and legal terms of the deal 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 the independent broker-dealer and RIA models. Based in Atlanta, Georgia, Merit has 40 offices throughout the U.S. and managed $8.1 billion in assets as of March 31, 2023 ($5.8 billion in advisory, $2.3 billion in brokerage assets and $63 million in assets under advisement). 

For more information, please visit

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

About Wealth Partners Capital Group

Wealth Partners Capital Group (“WPCG”) is a financial services holding company, which invests in and partners with select leading wealth management firms. WPCG assists its partner firms by identifying and integrating like-minded registered investment advisors and financial advisors who are seeking access to expanded business capabilities, strategic growth and customized transition solutions. For more information, please visit

About HGGC

HGGC is a leading middle-market investment firm based in Palo Alto, Calif. with over $6.9 billion in cumulative capital commitments. HGGC is focused on partnerships with management teams, founders and sponsors who reinvest alongside HGGC, creating a strong alignment of interests. HGGC makes investments in RIAs via its Aspire Holdings platform, which is targeting $300 million of total investment in the space. More information is available at

Media Contact
Martina Chisholm
[email protected]