St. Louis Merger Creates $500M Firm, Spotlights Osaic's Growth Strategy

ST. LOUIS, MO – February 03, 2026 – Two St. Louis-based wealth advisory firms, Butler Associates Financial Planners and Shore Group Advisors, have announced a merger, creating a combined entity with over $500 million in assets under management (AUM). The new firm will operate under the Shore Group Advisors name and is poised to expand its reach from its Midwestern base to clients from Florida to the Pacific Northwest.

The deal, which places Jon Shore as CEO and Jason Sturm as CFO, is more than a local consolidation; it's a prominent example of a powerful industry trend being driven by wealth management giants like Osaic, Inc. Both firms were affiliated with Osaic, which provided the strategic framework and technological backbone to facilitate the union, underscoring a broader strategy of fostering scale and continuity within its vast network.

The Osaic Effect: A Strategy of Scale and Consolidation

This merger did not happen in a vacuum. It is a direct result of the strategic environment cultivated by Osaic, one of the nation's largest wealth management providers, which supports approximately 11,000 financial professionals. The company has been actively pursuing a "Journey to One" initiative, a multi-year effort to consolidate its various broker-dealer firms into a single, unified entity. This strategy is designed to streamline operations, create consistent policies, and provide its affiliated advisors with a more powerful, integrated platform.

Osaic's appetite for growth and consolidation is well-documented. The company's recent high-profile acquisitions, such as the May 2024 onboarding of Lincoln Wealth with its 1,400 advisors and $115 billion in assets, and the 2025 acquisition of the $13.5 billion RIA CW Advisors, demonstrate an aggressive M&A strategy. This approach is not just about growing Osaic itself, but about creating an ecosystem where its member firms can thrive, scale, and solve critical business challenges.

The merger of Butler Associates and Shore Group Advisors perfectly illustrates this model in action. Osaic provided both firms with "modern technology, integrated planning tools and succession-ready infrastructure," according to the initial announcement. This support system creates a natural pathway for like-minded firms within its network to join forces.

“By joining forces with Shore Group Advisors, we strengthen our ability to deliver exceptional client service, deepen our bench of expertise and expand our reach from the Midwest to both coasts,” said Jason Sturm, the incoming CFO. “Our focus remains on helping clients live with confidence — empowering retirees to stay comfortably retired and helping professionals reach a point where work becomes optional.” This statement highlights the direct benefit of leveraging the scale that a network like Osaic enables.

From Midwestern Roots to National Ambitions

While backed by a national powerhouse, the newly merged Shore Group Advisors is adamant about retaining its cultural identity. The firm is anchored in what it calls "Midwestern values" and a "planning-first approach" that prioritizes client goals over simple asset accumulation. The combination brings together the long-standing St. Louis presence of Butler Associates, founded in 1987, with the modern, goal-oriented philosophy of Shore Group Advisors.

“We’ve always believed great financial planning isn’t just about money — it’s about time, freedom and family,” stated Jon Shore, founder of Shore Group Advisors and CEO of the new entity. “Joining forces with Butler Associates allows us to bring that philosophy to more people while staying true to our Midwestern roots and values. The Shore Group Advisors brand represents our collective strength, continuity and shared purpose.”

For clients of both firms, the leadership team promises a seamless transition with a focus on enhancing the overall experience. Key benefits outlined include:
* Expanded Expertise: Clients will have access to a deeper bench of professionals and specialists without losing their primary advisor relationship.
* Enhanced Services: The firm plans to roll out more robust educational programs, sophisticated legacy planning, and next-generation engagement initiatives.
* Continuity and Stability: The merger is structured to ensure long-term continuity, providing clients with confidence that their financial partner is built for the future.

The expansion from a concentrated St. Louis presence to a firm with capabilities spanning the country represents a significant step. It allows the firm to service clients who may relocate during retirement or have family members spread across different states, offering a consistent planning experience regardless of geography. This blend of local, authentic service with a national operational footprint is a key competitive advantage in today's mobile society.

A New Lifeline for an Aging Advisor Workforce

Perhaps the most strategic aspect of this merger is the significant expansion of the firm's capacity to act as "the advisor’s advisor." The financial advisory industry is facing a demographic cliff, with a substantial percentage of advisors approaching retirement age, many without a clear succession plan. This creates uncertainty for them, their employees, and their clients.

The new Shore Group Advisors is positioning itself as a premier solution to this industry-wide challenge. Before the merger, Shore Group already had a focus on helping other financial professionals navigate practice transitions. Now, supercharged by the combined scale and Osaic's dedicated resources, the firm can offer a far more robust structure for advisors seeking to transition their life's work.

This service is powered by Osaic's comprehensive succession and acquisition program, which provides a sophisticated support ecosystem. This includes "intelligent matchmaking" to connect potential buyers and sellers, confidential valuation assessments, access to financing resources for acquisitions, and expert coaching to navigate complex deal structures. The new Shore Group Advisors will be a primary vehicle for delivering these solutions on the ground.

This model transforms potential competitors into collaborators. Instead of simply competing for clients, the firm offers a partnership pathway for advisors looking to secure their legacy, ensure their clients are well-cared-for, and achieve a successful exit from the business. By enhancing its planning, investment management, and operational capabilities through this merger, the firm is building a turnkey landing spot for advisors ready for their next chapter. This dual focus on serving end-clients and fellow advisors positions the new Shore Group Advisors as a forward-thinking player in a rapidly consolidating industry.

The integration of Butler Associates into the Shore Group Advisors brand marks a pivotal moment for wealth management in the Midwest, demonstrating how local firms can achieve national scale and solve complex industry problems by leveraging the power of a strategic network partner.