For Advisors

Merit serves as a true partner for advisors. If you are looking to take your firm to the next level, you are in the right place.
At Merit, we believe we are Stronger Together.

Merit Financial Advisors is a national wealth management firm with over $5.6 billion in assets that support advisors affiliated with independent broker-dealers, as well as those who are registered investment advisors.

Merit’s mission is focused on growth - both supporting clients in exceeding their financial goals and supporting advisors in evolving and expanding their businesses. Merit provides its advisors and offices with practice management resources, an industry-leading technology platform, superior operational support, and the investment expertise needed to drive growth and deliver a superior client experience.

Merit serves as a true partner for advisors. If you are looking to take your firm to the next level, Merit can help.

To learn more, schedule a confidential meeting with a member of our team.

About Our Founder

About Our President

Rick Kent explains in an RIA Intel interview how he built Merit Financial Advisors and the new strategies required to maintain its momentum. Learn about Rick, his team, and their priorities in the featured article by clicking here.

Read the top 3 things Kay Lynn discusses how to make clients feel comfortable and at ease when going through an M&A event. Click here to read the three significant themes concerning the impacts M&A activity can have on clients.

About Merit

The Merit team serves as a professional partner on your path to growth. Merit works with advisors equipping them with the tools and resources needed to build revenues, expand your practice and grow as a professional.

Our firm is led by seasoned advisors who have a deep understanding of the needs and goals of successful financial practitioners. Our team includes experienced professionals across disciplines, including in-house investment management and strategy, comprehensive financial planning and life transition support, wealth management insights, operations, and human resources support. Our partners have achieved exponential growth in their practices as they leverage our expertise, industry experience, and resources.

Merit fosters a relationship-based culture that is built on integrity and respect – among our colleagues, with clients, and within our community. Our mission is anchored by several key principles, including humility, flexibility, and objective and goals-based advice.

  • Merit is committed to elevating and supporting diverse voices, experience, and expertise across the firm. As an example, over fifty-three percent of Merit’s staff is female and the firm has completed 4 acquisitions of female-founded firms since 2017.
  • Merit upholds a team-based approach that facilitates leadership and collaboration across the group for the collective benefit of the team and our clients.
  • Merit is focused on empowering growth and advancement among our advisors. We believe we are
    Stronger Together.
Merit Awards

At Merit, We Provide Full Service Support

We work with you and your team to make sure your transition is seamless. We take many carefully crafted steps to prepare, plan and execute the transition to make it as smooth as possible for you and your clients. Our process includes:

  • Discovery: we take time to understand your staff and your culture
  • Assessment: we review your book of client base and business practices
  • Planning: we work with you to identify opportunities and challenges, as well as assign roles and responsibilities based on those.
  • Implementation: we plan and execute complete support through client communication, consent, and repapering processes
  • Go Live: we provide and oversee employee training, system conversion, and portfolio management implementation  
investment management

What Our Partners Are Saying:

Are You Ready To Sell?

Provide your information below to receive the "Are You Ready To Sell: Three Key Considerations That Will Help You Decide" whitepaper.

Download our Whitepaper

To learn more about becoming a member of the Merit team or if you are interested in taking your company to the next level, contact us today!

Merit In The News

  • FA Magazine | 11/11/2021 | The M&A market for financial firms "is a fast moving ball game," says President, Lay Lynn Mayhue

    With 10 acquisitions completed, Kay Lynn Mayhue, President of Merit, explains while price matters, it is how the staff and clients are treated under the new management.

    Read More
  • Rethinking65 | 10/25/2021 | Zac Beckerley discusses six steps you can’t afford to overlook if you have an eye toward growth

    For advisors with an eye toward growth, Zac Beckerley, Wealth Manager, says it is essential to dedicate time annually to review your book, monitor industry best practices, and proactively advance your team and business.

    Read More
  • U.S. News | 10/21/2021 | Kelly Gallimore discusses the importance of understanding client's financial behavior

    Kelly Gallimore, Wealth Manager in our Atlanta Region, discusses the importance of understanding our client's financial behavior and how it can impact different decisions.

    Read More
  • Wealth Management | 10/06/2021 | Kay Lynn Mayhue speaks about three factors driving M&A activity

    Kay Lynn Mayhue, President, explains the three factors driving M&A activity; teams, technology and taxes are behind the rising wave of deals.

    Read More
  • Investor's Business Daily | 10/01/2021 | Andy Lubben speaks about the importance of making sure a client understands the investing process and makeup of their portfolio.

    Andy Lubben, CFP®, Regional Director and Partner, recently spoke with Investor's Business Daily about the importance of making sure a client understands the investing process and makeup of their portfolio.

    Read More
  • FA Magazine | 09/21/2021 | Kelly Straub explains ways to establish strong advisor-client relationships with couples

    Kelly Straub, Regional Director of our Charlotte area, was recently featured by Financial Advisor Magazine discussing ways to establish strong advisor-client relationships with couples.

    Read More
  • FA Magazine | 09/05/2021 | Zac Beckerley discusses how to serve C-Suite Executives

    Zac Beckerley, CFP®, Wealth Manager here at Merit, was recently featured by Financial Advisor Magazine discussing the top takeaways for advisors when working with c-suite executives.

    Read More
  • InvestmentNews | 09/01/2021 | Kay Lynn Mayhue discusses Four Key Olympic Lessons for Advisors

    Each of these moments, and the countless others that made the Tokyo Olympics so memorable, provide important learning opportunities across disciplines, including for those of us in the financial services space. Here are the top four lessons I walked away with and will strive to instill in my team:

    Read More
  • Business Wire | 08/02/2021 | Merit Financial Advisors has purchased Consilium Financial.

    $5.6bn Private Equity-backed hybrid buys Atlanta practice. Merit Financial Advisors, an affiliate of Wealth Partners Capital Group and HGGC, has purchased $291m Consilium Financial.

    Read More
  • Advisors Perspective | 07/21/2021 | Doug Blanton Shares Merit's Perspective on the Delta Variant

    Chief Investment Officer, Doug Blanton, to learn his perspective on the new outbreak of the Delta Variant of COVID-19.

    Read More
  • FA Magazine | 07/12/2021 | Stephen Frick Talks Next Generation

    Wealth Manager, Stephen Frick, discusses the importance of building relationships with the next generation.

    Read More
  • InvestmentNews | 07/01/2021 | Podcast Featuring Kay Lynn Mayhue

    In the 50th episode of Her Success Matters, Christine Shaw is joined by Kay Lynn Mayhue, a 25-year industry veteran and president of Merit Financial Advisors.

    Read More
  • RIA Intel | 05/03/2021 | Rick Kent's Featured Article on How He Started Merit

    Rick Kent, Founder and CEO of Merit Financial Advisors, explains how he built a large company and the new strategies required to maintain its momentum.

    Read More
  • Rethinking65 | 03/24/2021 | Kay Lynn Mayhue Shares Themes Concerning The Impact Of M&A Activity

    Merit's President, Kay Lynn Mayhue, shares three significant factors concerning the impacts M&A activity can have on clients.

    Read More
  • U.S. News & World Report | 03/05/2021 | Rick Kent Offers Insight On Succession Planning

    Our Founder and CEO, Rick Kent, offers insight on succession planning. He notes, “It is never too early to begin discussion related to succession planning, and knowing your priorities is a key component.”

    Read More
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    AccountingToday | 03/02/2021 | Kay Lynn Mayhue Shares Tax Strategies For High Earners

    With potential changes to retirement plan rules in mind, Kay Lynn Mayhue, President of Merit shares strategies for high earners.

    Read More
  • InvestmentNews | 02/22/2021 | Capital Partner Helps Expand Merit's Capabilities

    Wealth Partners Capital Group, a new minority partner, will help Merit expand its capabilities and client offerings.

    Read More

“People are motivated by purpose; we strive to build a culture that empowers our people to serve others in an impactful way. Our goal is to create a culture that engages each person’s unique ability to make a difference.”

-Rick Kent, CEO & Founder