Merit Financial Group, Llc
SEC-registered
Insurance-Affiliated · Large ($10B–$100B)
CRD 142457
· SEC file 801-67462
· Alpharetta, GA
· www.youtube.com
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ADV data as of Jun 08, 2026
- Regulatory AUM
- $23.9B
- Discretionary
- $23.9B
- Clients
- 20,711
- Avg AUM / client
- $1.2M
- Accounts
- 20,710
- Employees
- 470
AUM over time
$330M
$23.9B
Dec 2011
Jun 2026
Annual snapshots from Form ADV filings · as of Jun 08, 2026
Asset allocation (SMA assets by investment type)
as of Jun 08, 2026
Registered investment companies (funds/ETFs)
$15.0B
63%
Exchange-traded equities
$5.0B
21%
Cash & equivalents
$1.4B
6%
Other
$1.2B
5%
Investment-grade corporate bonds
$239M
1%
Share of SMA assets by investment vehicle type, as filed in Form ADV Item 5.K. Dollar figures are percentages applied to total regulatory AUM.
Investments (13F portfolio — 2,318 positions, $16,381,119,789)
13F period Jun 30, 2026| # | Issuer | Class | Value | Shares | % of 13F | % of AUM |
|---|---|---|---|---|---|---|
| 1 | Vanguard Index Fds | GROWTH ETF | $426,441,084 | 4,950,559 | 2.6% | 1.79% |
| 2 | Ishares Tr | CORE S&P US GWT | $393,568,800 | 2,092,449 | 2.4% | 1.65% |
| 3 | Apple Inc | COM | $359,687,038 | 1,243,044 | 2.2% | 1.51% |
| 4 | Gmo Etf Trust | US QUALITY ETF | $351,657,539 | 8,449,245 | 2.15% | 1.47% |
| 5 | Ishares Tr | CORE S&P US VLU | $327,892,971 | 2,976,786 | 2.0% | 1.37% |
| 6 | Vanguard World Fd | MEGA GRWTH IND | $320,158,237 | 3,641,886 | 1.95% | 1.34% |
| 7 | Blackrock Etf Trust | ISHARES US EQUIT | $307,475,605 | 4,521,034 | 1.88% | 1.29% |
| 8 | State Str Spdr S&P 500 Etf T | TR UNIT | $300,609,791 | 402,546 | 1.84% | 1.26% |
| 9 | Vanguard World Fd | MEGA CAP VAL ETF | $270,110,078 | 1,652,554 | 1.65% | 1.13% |
| 10 | Ishares Tr | CORE S&P500 ETF | $264,731,608 | 353,499 | 1.62% | 1.11% |
| 11 | Nvidia Corporation | COM | $262,115,664 | 1,309,989 | 1.6% | 1.1% |
| 12 | Vanguard Index Fds | VALUE ETF | $222,136,468 | 1,019,302 | 1.36% | 0.93% |
| 13 | Blackrock Etf Trust | ISHA IN CTRY ETF | $210,185,520 | 5,742,774 | 1.28% | 0.88% |
| 14 | Microsoft Corp | COM | $195,225,845 | 523,365 | 1.19% | 0.82% |
| 15 | Vanguard Index Fds | S&P 500 ETF SHS | $187,108,742 | 272,432 | 1.14% | 0.78% |
| 16 | Spdr Series Trust | ST INTER ETF | $183,095,567 | 6,449,298 | 1.12% | 0.77% |
| 17 | Invesco Qqq Tr | UNIT SER 1 | $181,141,891 | 245,984 | 1.11% | 0.76% |
| 18 | American Centy Etf Tr | AVANTIS ALL INT | $177,576,923 | 2,155,582 | 1.08% | 0.74% |
| 19 | Spdr Index Shs Fds | ST STR ACWI ETF | $152,565,807 | 3,751,310 | 0.93% | 0.64% |
| 20 | Victory Portfolios Ii | SHORT TRM BD ETF | $148,816,906 | 2,939,884 | 0.91% | 0.62% |
| 21 | Ishares Tr | US TREAS BD ETF | $147,933,168 | 6,493,994 | 0.9% | 0.62% |
| 22 | Victory Portfolios Ii | SHS FR CA FL ETF | $147,521,832 | 3,224,520 | 0.9% | 0.62% |
| 23 | Amazon Com Inc | COM | $146,318,725 | 613,908 | 0.89% | 0.61% |
| 24 | Victory Portfolios Ii | CORE PLUS BD ETF | $143,685,798 | 6,613,845 | 0.88% | 0.6% |
| 25 | Broadcom Inc | COM | $139,113,940 | 368,269 | 0.85% | 0.58% |
Top 25 of 2,318 positions from the manager's latest Form 13F · source filing (EDGAR) ↗. 13F covers long US-listed positions only. "% of AUM" is share of the firm's total regulatory AUM (Form ADV Item 5.F).
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 15,696 | $6.7B | 27.9% |
| High net worth individuals | 4,344 | $11.3B | 47.4% |
| Pension and profit sharing plans | 434 | $4.4B | 18.5% |
| Charitable organizations | 52 | $201M | 0.84% |
| Other investment advisers | 1 | $14.1K | 0.0% |
| Corporations and other businesses | 184 | $1.3B | 5.38% |
Retirement plan clients
Plans that reported this firm as an investment service provider on Form 5500 Schedule C.
| Plan | Location | Plan year |
|---|---|---|
| Skils'kin 401(k) Plan Skilskin | 2025 | |
| Arxium, Inc. 401(k) Plan Arxium, Inc. | 2024 | |
| Eyesight Holding Co., Llc 401(k) Plan Eyesight Holding Co., Llc | 2024 | |
| Excelsior Wellness 403(b) Plan Excelsior Wellness | 2024 | |
| Invesco 401(k) Plan Invesco Holding Company (Us), Inc. | 2024 | |
| City Harvest Inc. 403(b) Plan City Harvest Inc. | 2024 | |
| Spokane Food Services, Inc. 401 K Profit Sharing Plan 3 Mr Restaurants, Inc. | 2024 | |
| Travis Industries, Inc. 401 K Plan Travis Industries Inc | 2024 | |
| Alvin J. Wolff Profit Sharing Plan Wolff Principal Holdings, L.P. | 2024 | |
| Ki 401(k) Savings Plan Krueger International, Inc. | 2024 | |
| Zuern Building Products, Inc 401(k) Profit Sharing Plan Zuern Building Products, Inc | 2024 | |
| Travis Companies Retirement Plan Pacific Air Switch Corporation | 2024 | |
| Inland Construction Company Retirement Savings Plan Inland Construction & Development Co. | 2024 | |
| Petra Incorporated 401(k) P/S Plan Petra Incorporated | 2024 |
People (266)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Rick Lee Kent | Chief Executive Officer | CFP | Mar 1997 (29y) | ≈ 10.55% – 50% via Merit Financial, Inc. |
| Kay Mayhue | President | CFP | Nov 2017 (9y) | Less than 5% |
| Chrissy A Lee | Chief Operating Officer | Oct 2022 (4y) | Less than 5% | |
| Mitchell, Michael, Kevin | Chief Financial Officer | Jan 2023 (4y) | Less than 5% | |
| John Douglas Baxley | Chief Compliance Officer | CFP | Nov 2023 (3y) | Less than 5% |
| James Baker Russell | Registered representative | Chartered Financial Consultant | Aug 2007 (19y) | |
| David S Elder | Registered representative | Dec 2009 (17y) | ||
| Carly Phillips Hensley | Registered representative | Dec 2010 (16y) | ||
| Michael Scott Crowe | Registered representative | Feb 2012 (14y) | ||
| Laura Sithens | Registered representative | Jun 2015 (11y) | ||
| Scott Christopher Meyer | Registered representative | Jun 2015 (11y) | ||
| Andrew Scott Lubben | Registered representative | CFP | Oct 2015 (11y) | |
| Kirk Wilkerson | Registered representative | Nov 2015 (11y) | ||
| Jill Lovett Crawford | Registered representative | CFP | Nov 2015 (11y) | |
| Kelly Chesser Gallimore | Registered representative | Dec 2015 (11y) | ||
| James Donald Colbourne | Registered representative | Feb 2016 (10y) | ||
| Melissa Lynn Griffith | Registered representative | Mar 2016 (10y) | ||
| Craig Michael Anderson | Registered representative | Apr 2016 (10y) | ||
| Marcus Lee Anderson | Registered representative | Nov 2016 (10y) | ||
| Zachary Beckerley | Registered representative | CFP | Oct 2017 (9y) | |
| Blaine Gordon Malcolm | Registered representative | CFP | Oct 2017 (9y) | |
| Matthew Kyle Shores | Registered representative | Oct 2017 (9y) | ||
| Tamara Denise Snider | Registered representative | Nov 2017 (9y) | ||
| Brad Lynn Cast | Registered representative | Nov 2017 (9y) | ||
| Brian Martin | Registered representative | Apr 2018 (8y) | ||
| Jennifer E Keegan | Registered representative | Jul 2018 (8y) | ||
| Margarite Lynch | Registered representative | Jul 2019 (7y) | ||
| Kathryn Vieh Redden | Registered representative | CFP Chartered Financial Consultant | Sep 2019 (7y) | |
| Deborah Brittsan Stamets | Registered representative | Sep 2019 (7y) | ||
| Emily Susan Boothroyd | Registered representative | CFP | Nov 2019 (7y) | |
| Hollis Jill Hardiman | Registered representative | Nov 2019 (7y) | ||
| Anthony Wayne Pitzer | Registered representative | CFP | Nov 2019 (7y) | |
| Bret Hackett | Registered representative | CFP | Nov 2019 (7y) | |
| Joy Davis Kirsch | Registered representative | Nov 2019 (7y) | ||
| Lori Resnick Price | Registered representative | Nov 2019 (7y) | ||
| Stephen Andrew Frick | Registered representative | Nov 2019 (7y) | ||
| Thomas B Williams | Registered representative | CFP | Mar 2020 (6y) | |
| Chad Luther Stevens | Registered representative | CFP | Aug 2020 (6y) | |
| Francis Albert Bautz | Registered representative | Sep 2020 (6y) | ||
| Sean Paul Storck | Registered representative | CFP | Sep 2020 (6y) | |
| Steven W Pollock | Registered representative | CFP | Sep 2020 (6y) | |
| Sean M Moore | Registered representative | Sep 2020 (6y) | ||
| Sharon Levy Bautz | Registered representative | Oct 2020 (6y) | ||
| Steven Kirk Denton | Registered representative | CFP | Jan 2021 (6y) | |
| Billy Macon Grissom | Registered representative | Jan 2021 (6y) | ||
| Doane Farr Harrison | Registered representative | Jan 2021 (6y) | ||
| Douglas Ray Morris | Registered representative | CFP | Jan 2021 (6y) | |
| Steven Anthony Henderson | Registered representative | CFP Personal Financial Specialist | Jan 2021 (6y) | |
| Stephen Paul Regouby | Registered representative | CFP | Jan 2021 (6y) | |
| Jana Michele Ramsey Weaver | Registered representative | Jan 2021 (6y) | ||
| Joseph John Guidish | Registered representative | Feb 2021 (5y) | ||
| Timothy David Nelson | Registered representative | Feb 2021 (5y) | ||
| Justin D Eccleston | Registered representative | Jan 2022 (5y) | ||
| Patrice Cobb | Registered representative | Jan 2022 (5y) | ||
| Timothy James Ralph | Registered representative | Jan 2022 (5y) | ||
| Daniel Vernon | Registered representative | Jan 2022 (5y) | ||
| Nicholas Jin Moon | Registered representative | Feb 2022 (4y) | ||
| Nathaniel Lewis Burstin | Registered representative | Apr 2022 (4y) | ||
| Bruce Carlton Gordon | Registered representative | Jun 2022 (4y) | ||
| Thomas Wayne Gay | Registered representative | Jun 2022 (4y) | ||
| Donald Clark Hammond | Registered representative | Aug 2022 (4y) | ||
| William Nathan Morrison | Registered representative | CFP CFA | Aug 2022 (4y) | |
| Zachary Mersberger | Registered representative | CFA | Aug 2022 (4y) | |
| Andrea June Zoeller | Registered representative | CFP | Aug 2022 (4y) | |
| John Benedict Brazier | Registered representative | CFP | Aug 2022 (4y) | |
| Joshua Patrick Preiss | Registered representative | CFA | Aug 2022 (4y) | |
| Sydney Thompson | Registered representative | Aug 2022 (4y) | ||
| Daryl John Lepage | Registered representative | CFP | Aug 2022 (4y) | |
| Robert Alexandrovic | Registered representative | CFP CFA | Sep 2022 (4y) | |
| Paul Harvey Jochimsen | Registered representative | Sep 2022 (4y) | ||
| Joseph Roderick Cilley | Registered representative | CFP | Oct 2022 (4y) | |
| Michael Christopher Baer | Registered representative | CFP | Oct 2022 (4y) | |
| Randall Waner Kim | Registered representative | Chartered Financial Consultant | Oct 2022 (4y) | |
| Tait Christopher Lane | Registered representative | Oct 2022 (4y) | ||
| Thomas Aaron Bakamus | Registered representative | Oct 2022 (4y) | ||
| Lincoln Paul Kopetski | Registered representative | CFP | Oct 2022 (4y) | |
| Joshua Mersberger | Registered representative | CFP | Oct 2022 (4y) | |
| Peter Jerome Mersberger | Registered representative | Oct 2022 (4y) | ||
| Austin Summers | Registered representative | CFA | Nov 2022 (4y) | |
| Garrett Roy Morris | Registered representative | Dec 2022 (4y) | ||
| Adam Ryan Smith | Registered representative | Dec 2022 (4y) | ||
| Barry Jonathan Reid | Registered representative | Jan 2023 (4y) | ||
| Baylee Ann Bryant | Registered representative | CFP | Jan 2023 (4y) | |
| Mark David Fried | Registered representative | Apr 2023 (3y) | ||
| Christopher Stephen Loutsis | Registered representative | Apr 2023 (3y) | ||
| Shawna Kristine Bain | Registered representative | Apr 2023 (3y) | ||
| Allen Joseph Mahnke | Registered representative | May 2023 (3y) | ||
| Douglas Cory Branch | Registered representative | May 2023 (3y) | ||
| Darla D Wise | Registered representative | May 2023 (3y) | ||
| Delaney Jane Jean | Registered representative | May 2023 (3y) | ||
| Joshua Robert Hewlett | Registered representative | May 2023 (3y) | ||
| John Franklin Keene | Registered representative | May 2023 (3y) | ||
| Joseph James Faux | Registered representative | May 2023 (3y) | ||
| Timothy Michael Reis | Registered representative | Jun 2023 (3y) | ||
| Zachary I Campbell | Registered representative | Jun 2023 (3y) | ||
| Thomas Kern Campbell | Registered representative | Jun 2023 (3y) | ||
| Brian Robert Giboney | Registered representative | Sep 2023 (3y) | ||
| Edward Maher | Registered representative | CFP | Nov 2023 (3y) | |
| Heather Lynn Douglass | Registered representative | Nov 2023 (3y) | ||
| James Preston Byers | Registered representative | CFP | Dec 2023 (3y) | |
| Joanne Gautrau | Registered representative | Dec 2023 (3y) | ||
| Larry Dean Goebel | Registered representative | Dec 2023 (3y) | ||
| Kunal Bharatkumar Patel | Registered representative | Dec 2023 (3y) | ||
| Brian Andrew | Registered representative | CFA | Jan 2024 (3y) | |
| Robert M Birgen | Registered representative | CFP Personal Financial Specialist | Jan 2024 (3y) | |
| Michael Edward Roney | Registered representative | CFP | Jan 2024 (3y) | |
| Cassandra Anne Frederiksen | Registered representative | Mar 2024 (2y) | ||
| Michael Philip Smalley | Registered representative | CFP | Mar 2024 (2y) | |
| Paul Stanton Viren | Registered representative | Chartered Financial Consultant | Mar 2024 (2y) | |
| Katherine Anne Grier | Registered representative | CFP | Mar 2024 (2y) | |
| William Robert Casey | Registered representative | CFP Chartered Financial Consultant | Mar 2024 (2y) | |
| Atley Thomas Gay | Registered representative | Mar 2024 (2y) | ||
| John Cote | Registered representative | Mar 2024 (2y) | ||
| Deborah Lynn Dougherty | Registered representative | Apr 2024 (2y) | ||
| Morgan Seidel | Registered representative | Jun 2024 (2y) | ||
| Matthew Drew Lankford | Registered representative | Jul 2024 (2y) | ||
| Riley Dauzat | Registered representative | CFP | Jul 2024 (2y) | |
| Daniel M. Song | Registered representative | CFA | Jul 2024 (2y) | |
| Mark Frederick Swingle | Registered representative | CFP | Jul 2024 (2y) | |
| Francesco Paul Vitale | Registered representative | Aug 2024 (2y) | ||
| Garland Brent Kizer | Registered representative | CFP | Aug 2024 (2y) | |
| Tyler J Knapp | Registered representative | CFP | Nov 2024 (2y) | |
| Robyn Elizabeth Jameson | Registered representative | CFP | Dec 2024 (2y) | |
| Alexander Charles Barthold | Registered representative | CFP | Dec 2024 (2y) | |
| Curt Heinz Zimmermann | Registered representative | Dec 2024 (2y) | ||
| George D Kegerreis | Registered representative | Dec 2024 (2y) | ||
| Jeffrey Scott Nickum | Registered representative | Dec 2024 (2y) | ||
| Kimberly Irene Swope | Registered representative | Dec 2024 (2y) | ||
| Justin T Taillon | Registered representative | Dec 2024 (2y) | ||
| Jason Kenneth Martone | Registered representative | Jan 2025 (2y) | ||
| Bijan Ramirez | Registered representative | CFP | Jan 2025 (2y) | |
| Brian John Cleven | Registered representative | Jan 2025 (2y) | ||
| Cara Ruth Wolenec | Registered representative | Jan 2025 (2y) | ||
| Chester William Lee | Registered representative | Jan 2025 (2y) | ||
| Crew Robert Risgaard | Registered representative | Jan 2025 (2y) | ||
| Patrick Ryan Sturm | Registered representative | Jan 2025 (2y) | ||
| William Jay Meland | Registered representative | Jan 2025 (2y) | ||
| David Michael Wahlen | Registered representative | Jan 2025 (2y) | ||
| Gregory Keith Richards | Registered representative | CFP | Feb 2025 (1y) | |
| Scott Allen Lumbatis | Registered representative | Feb 2025 (1y) | ||
| Matthew Alan Ligman | Registered representative | Feb 2025 (1y) | ||
| Ashley Dawn Anderson | Registered representative | Mar 2025 (1y) | ||
| Austin Webb Smellie | Registered representative | Mar 2025 (1y) | ||
| Brett David Robison | Registered representative | Mar 2025 (1y) | ||
| Gene Clay Esplin | Registered representative | Mar 2025 (1y) | ||
| Joel Daniel Phillips | Registered representative | Mar 2025 (1y) | ||
| Lauren Michelle Dalton | Registered representative | Mar 2025 (1y) | ||
| Ty Thayne Gentry | Registered representative | Mar 2025 (1y) | ||
| Jeffrey Robert Hillesland | Registered representative | Mar 2025 (1y) | ||
| Lauren Eudora Lewis | Registered representative | Apr 2025 (1y) | ||
| Hector I Luna | Registered representative | Apr 2025 (1y) | ||
| Robert William Seibel | Registered representative | Apr 2025 (1y) | ||
| Anthony John Hellenbrand | Registered representative | CFP | Apr 2025 (1y) | |
| Andrew Kurt Schroeder | Registered representative | CFA | Apr 2025 (1y) | |
| Casey Burns Mahoney | Registered representative | CFP | Apr 2025 (1y) | |
| Christian A Kalnins | Registered representative | CFP | Apr 2025 (1y) | |
| Eric Hein Sajdak | Registered representative | Chartered Financial Consultant | Apr 2025 (1y) | |
| Mitchell Kent Parker | Registered representative | Apr 2025 (1y) | ||
| Kathleen O'dell | Registered representative | May 2025 (1y) | ||
| Christopher M Armstrong | Registered representative | CFA | May 2025 (1y) | |
| Zachary Cuyler Green | Registered representative | CFP | May 2025 (1y) | |
| Liam Alexander Pearson Gamble | Registered representative | May 2025 (1y) | ||
| Cameron Wesley Foster | Registered representative | CFP | May 2025 (1y) | |
| Craig Riggs | Registered representative | May 2025 (1y) | ||
| Jay Anthony Riggs | Registered representative | May 2025 (1y) | ||
| James Houston | Registered representative | CFP | May 2025 (1y) | |
| David James Grundy | Registered representative | Jun 2025 (1y) | ||
| Eric Raymond Cumley | Registered representative | Jun 2025 (1y) | ||
| Gregory Todd Mahalick | Registered representative | Jun 2025 (1y) | ||
| Jerome Arthur Mahalick | Registered representative | Jun 2025 (1y) | ||
| James Thomas Breen | Registered representative | Jun 2025 (1y) | ||
| Philip John Ferrara | Registered representative | CFP | Jul 2025 (1y) | |
| Christopher Jon Powers | Registered representative | CFP | Aug 2025 (1y) | |
| Kamryn Ann Markus | Registered representative | Aug 2025 (1y) | ||
| Nicholas Rodriguez | Registered representative | CFP | Aug 2025 (1y) | |
| Patrick Stephen Beale | Registered representative | Aug 2025 (1y) | ||
| Scott Portlock | Registered representative | CFP | Aug 2025 (1y) | |
| Sydney Leigh Katzmark | Registered representative | Aug 2025 (1y) | ||
| Benjamin Thomas Murphy | Registered representative | Personal Financial Specialist | Aug 2025 (1y) | |
| Kris Tulane Maksimovich | Registered representative | Aug 2025 (1y) | ||
| Gerard Joseph Longo | Registered representative | Aug 2025 (1y) | ||
| Michael Donald Fitch | Registered representative | Aug 2025 (1y) | ||
| Ashley Maurine Helm | Registered representative | CFP | Oct 2025 (1y) | |
| Jay Bradley Wilen | Registered representative | Oct 2025 (1y) | ||
| Nicole L Smith | Registered representative | Oct 2025 (1y) | ||
| Pamela Jean Flick | Registered representative | CFP | Oct 2025 (1y) | |
| Patrick Kenneth Carroll | Registered representative | CFP Chartered Financial Consultant | Oct 2025 (1y) | |
| Vincent Sean Mccarron | Registered representative | Oct 2025 (1y) | ||
| Todd Michael Feldman | Registered representative | CFP | Oct 2025 (1y) | |
| Bryce Philip Stacy | Registered representative | Oct 2025 (1y) | ||
| Brian L Brashaw | Registered representative | Oct 2025 (1y) | ||
| Amy Carol Thomas | Registered representative | Nov 2025 (1y) | ||
| Christian Joel O'connor | Registered representative | Nov 2025 (1y) | ||
| Elena Bonilla | Registered representative | Nov 2025 (1y) | ||
| James Earl Ewing | Registered representative | Nov 2025 (1y) | ||
| Lloyd Wendell Mennenga | Registered representative | Nov 2025 (1y) | ||
| Mark Alan Zierath | Registered representative | Nov 2025 (1y) | ||
| Marshall Deon Mennenga | Registered representative | Nov 2025 (1y) | ||
| Michael James Swenson | Registered representative | Nov 2025 (1y) | ||
| Royce P Kurtz | Registered representative | Nov 2025 (1y) | ||
| Tony Scott Mennenga | Registered representative | Nov 2025 (1y) | ||
| John Michael O'shea | Registered representative | Nov 2025 (1y) | ||
| Linda Jean Thomas | Registered representative | Nov 2025 (1y) | ||
| Luke Stortzum | Registered representative | CFP | Nov 2025 (1y) | |
| Nicholas James Wilkins | Registered representative | Nov 2025 (1y) | ||
| Nadezda Petrovna Scharnell | Registered representative | Nov 2025 (1y) | ||
| Ryan Franklin Evans | Registered representative | CFP | Nov 2025 (1y) | |
| Saraphina Ann Peters | Registered representative | Nov 2025 (1y) | ||
| Thomas Craig Clark | Registered representative | Nov 2025 (1y) | ||
| Jennifer Chelsea Antosh | Registered representative | CFA | Nov 2025 (1y) | |
| Shawn Christena Quam Schulz | Registered representative | Nov 2025 (1y) | ||
| Steven Richard Fagan | Registered representative | Nov 2025 (1y) | ||
| Alexander William Hansen | Registered representative | Nov 2025 (1y) | ||
| Andrew Jacob Cortez | Registered representative | Dec 2025 (1y) | ||
| Daniel Estrada | Registered representative | Dec 2025 (1y) | ||
| Bert Leroy Falley | Registered representative | Jan 2026 (1y) | ||
| Colin Dean Aldrich | Registered representative | Jan 2026 (1y) | ||
| James Raymond Colahan | Registered representative | Jan 2026 (1y) | ||
| Michele Christine Hammann | Registered representative | Personal Financial Specialist | Jan 2026 (1y) | |
| Matthew Joseph Morzy | Registered representative | CFP | Jan 2026 (1y) | |
| Anthony Ernest Lajeunesse | Registered representative | Jan 2026 (1y) | ||
| Erin Michelle Wozniak | Registered representative | Jan 2026 (1y) | ||
| Christina Marie Perna | Registered representative | Jan 2026 (1y) | ||
| Michelle Laura Lafuente | Registered representative | Jan 2026 (1y) | ||
| Adam David Rauscher | Registered representative | Feb 2026 (0y) | ||
| Glenn Brian Cohen | Registered representative | Feb 2026 (0y) | ||
| Paul Daniel Teufel | Registered representative | Feb 2026 (0y) | ||
| Ray Cordoza Massey | Registered representative | CFP | Feb 2026 (0y) | |
| Tevin Deante Hill | Registered representative | Feb 2026 (0y) | ||
| Patrick Richard Noonan | Registered representative | CFP | Feb 2026 (0y) | |
| Brian P. Lang | Registered representative | Feb 2026 (0y) | ||
| David James Doherty | Registered representative | Feb 2026 (0y) | ||
| Bryan Steven Boeck | Registered representative | Feb 2026 (0y) | ||
| Andrew Parker Seale | Registered representative | Feb 2026 (0y) | ||
| Nicholas B Yeomans | Registered representative | CFP | Mar 2026 (0y) | |
| Randall Jay Yeomans | Registered representative | Mar 2026 (0y) | ||
| Allen Klein | Registered representative | Mar 2026 (0y) | ||
| Aaron Michael Calhoun | Registered representative | Mar 2026 (0y) | ||
| Layla Rene Vanderslice | Registered representative | Mar 2026 (0y) | ||
| Amber Nicole Nguyen | Registered representative | CFP | Mar 2026 (0y) | |
| John Robert Richter | Registered representative | Mar 2026 (0y) | ||
| Dominic Patrick O'donovan | Registered representative | Mar 2026 (0y) | ||
| Tina Louise King | Registered representative | Mar 2026 (0y) | ||
| Amanda Mc Allister | Registered representative | Mar 2026 (0y) | ||
| Gabriel E. Lapito | Registered representative | CFP Personal Financial Specialist | Mar 2026 (0y) | |
| Isaiah Broyles | Registered representative | Mar 2026 (0y) | ||
| Kaelen Shay | Registered representative | Mar 2026 (0y) | ||
| Ryan James Gomendi | Registered representative | CFP | Mar 2026 (0y) | |
| Robert Scott Harsha | Registered representative | CFP | Mar 2026 (0y) | |
| Sarah Mouser | Registered representative | CFP | Apr 2026 (0y) | |
| Matthew Reinhardt | Registered representative | CFA | Apr 2026 (0y) | |
| Terence A Gibbons | Registered representative | Apr 2026 (0y) | ||
| Edwin Antonio Rodriguez | Registered representative | Apr 2026 (0y) | ||
| Paul Richard Pradel | Registered representative | CFP Chartered Financial Consultant | Apr 2026 (0y) | |
| Trisha Mc Clanahan | Registered representative | Apr 2026 (0y) | ||
| Christopher Paul Scott | Registered representative | Apr 2026 (0y) | ||
| Joshua Steven Konen | Registered representative | May 2026 (0y) | ||
| Diane Kathrine Taylor | Registered representative | CFP | May 2026 (0y) | |
| Steven Wayne Lieberman | Registered representative | CFP | May 2026 (0y) | |
| Brandon Lehman | Registered representative | CFP | May 2026 (0y) | |
| Vinessa Frances Siano | Registered representative | Jun 2026 (0y) | ||
| Daniel Garcia | Registered representative | Jul 2026 (0y) | ||
| Allegria Maria Jimenez | Registered representative | Jul 2026 (0y) | ||
| Kurt William Wiegert | Registered representative | CFP | Jul 2026 (0y) | |
| Noah Daniel Gonzalez | Registered representative | CFP | Jul 2026 (0y) | |
| Ryan Jamison Silk | Registered representative | CFP | Jul 2026 (0y) |
Entity owners (Schedule A/B)
| Entity | Title / status | Since | Sch. | Ownership |
|---|---|---|---|---|
| Merit Intermediate Holdings, Llc | Holding Company Owner Of The Investment Adviser | Mar 2022 | A | 75% or more |
| Merit Holdings, Llc | Member | Mar 2022 | B | ≈ 56.25% – 100% via Merit Intermediate Holdings, Llc |
| Aspire Holdings, Llc | Member | Mar 2022 | B | ≈ 10.55% – 50% via Project Alpha Acquisition, Llc |
| Hggc Fund Vi A, L.P. | Member | Mar 2022 | B | ≈ 5.27% – 37.5% via Aspire Holdings, Llc |
| Merit Financial, Inc. | Member | Mar 2022 | B | ≈ 14.06% – 50% via Merit Holdings, Llc |
| Project Alpha Acquisition, Llc | Member | Mar 2022 | B | ≈ 14.06% – 50% via Merit Holdings, Llc |
Undisclosed: 0% – 25% of the firm is not attributable from the filed Schedule A bands.
Estimated effective ownership (look-through of filed bands):
- Rick Lee Kent: 75% – 100% of Merit Financial, Inc. × 25% – 50% of Merit Holdings, Llc × 75% – 100% of Merit Intermediate Holdings, Llc × 75% – 100% direct ≈ 10.55% – 50% of the firm
- Merit Holdings, Llc: 75% – 100% of Merit Intermediate Holdings, Llc × 75% – 100% direct ≈ 56.25% – 100% of the firm
- Aspire Holdings, Llc: 75% – 100% of Project Alpha Acquisition, Llc × 25% – 50% of Merit Holdings, Llc × 75% – 100% of Merit Intermediate Holdings, Llc × 75% – 100% direct ≈ 10.55% – 50% of the firm
- Hggc Fund Vi A, L.P.: 50% – 75% of Aspire Holdings, Llc × 75% – 100% of Project Alpha Acquisition, Llc × 25% – 50% of Merit Holdings, Llc × 75% – 100% of Merit Intermediate Holdings, Llc × 75% – 100% direct ≈ 5.27% – 37.5% of the firm
- Merit Financial, Inc.: 25% – 50% of Merit Holdings, Llc × 75% – 100% of Merit Intermediate Holdings, Llc × 75% – 100% direct ≈ 14.06% – 50% of the firm
- Project Alpha Acquisition, Llc: 25% – 50% of Merit Holdings, Llc × 75% – 100% of Merit Intermediate Holdings, Llc × 75% – 100% direct ≈ 14.06% – 50% of the firm
Roster from the IAPD representatives feed; ownership and acquisition dates from Form ADV Schedule A/B. "Since" is the earliest filed registration or acquisition date.
Retirement plans served (14)
| Plan | Sponsor | Participants | Plan assets | As of |
|---|---|---|---|---|
| Skils'kin 401(k) Plan | Skilskin | 0 | $0 | 01/01/2025 |
| Arxium, Inc. 401(k) Plan | Arxium, Inc. | 75 | $11.5M | 01/01/2024 |
| Eyesight Holding Co., Llc 401(k) Plan | Eyesight Holding Co., Llc | 681 | $12.4M | 01/01/2024 |
| Excelsior Wellness 403(b) Plan | Excelsior Wellness | 166 | $5.1M | 01/01/2024 |
| Invesco 401(k) Plan | Invesco Holding Company (Us), Inc. | 3,148 | $2.0B | 01/01/2024 |
| City Harvest Inc. 403(b) Plan | City Harvest Inc. | 184 | $15.3M | 01/01/2024 |
| Spokane Food Services, Inc. 401 K Profit Sharing Plan | 3 Mr Restaurants, Inc. | 444 | $10.0M | 01/01/2024 |
| Travis Industries, Inc. 401 K Plan | Travis Industries Inc | 362 | $38.1M | 01/01/2024 |
| Alvin J. Wolff Profit Sharing Plan | Wolff Principal Holdings, L.P. | 420 | $28.0M | 01/01/2024 |
| Ki 401(k) Savings Plan | Krueger International, Inc. | 1,911 | $298M | 01/01/2024 |
| Zuern Building Products, Inc 401(k) Profit Sharing Plan | Zuern Building Products, Inc | 200 | $22.6M | 01/01/2024 |
| Travis Companies Retirement Plan | Pacific Air Switch Corporation | 463 | $20.1M | 01/01/2024 |
| Inland Construction Company Retirement Savings Plan | Inland Construction & Development Co. | 87 | $17.2M | 01/01/2024 |
| Petra Incorporated 401(k) P/S Plan | Petra Incorporated | 121 | $4.4M | 01/01/2024 |
From Form 5500 service-provider disclosures.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 06/08/2026 | 1.57 MB | View · PDF · Source ↗ |
Archived copies of the firm's regulatory filings, versioned by content hash.
Disciplinary disclosures
No disciplinary events reported on the firm's latest Form ADV filing.
How they charge
- • Percentage of assets under management
- • Hourly charges
- • Fixed fees
- • Other fees
- • CONSULTING FEES
Services
- • Financial planning services
- • Portfolio management for individuals/small businesses
- • Portfolio management for businesses/institutional clients
- • Pension consulting services
- • Selection of other advisers
- • Educational seminars/workshops
Custody
Reported custodians
- Fidelity Brokerage Services $7.7B (32% of AUM) Jun 2026
- LPL Financial $4.6B (63% of AUM) Nov 2024
- Charles Schwab & Co. $2.7B (11% of AUM) Jun 2026
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports having custody of client funds or securities (Item 9.A).
Source
All data on this page comes from this firm's Form ADV filings, reproduced without modification. Latest filing: Jun 08, 2026.
View current Form ADV (SEC/IAPD) ↗