Merit Financial Group, LLC (Merit Financial Advisors)

Merit Financial Advisors is a national wealth management firm established in 1998 by Rick Kent, headquartered in Alpharetta, Georgia. The firm's mission is to enrich the lives of those they serve and to revolutionize the client experience by building the wealth management firm of the future.

Merit Financial Advisors offers comprehensive financial planning, investment management, and wealth management services. They specialize in providing solutions for high-net-worth individuals and families, as well as those navigating significant life transitions such as retirement, divorce, and widowhood. The firm's services encompass portfolio management, pension consulting, and educational seminars, catering to a diverse client base including retail investors, high net worth individuals, pension plans, charitable organizations, and corporations.

Under the leadership of CEO and Founder Rick Kent and President Kay Lynn Mayhue, Merit Financial Advisors has demonstrated significant growth, largely driven by an active acquisition strategy that saw over 50 deals by early 2026. The firm doubled its assets in 2025, reaching over $24 billion by January 1, 2026, and achieved a 10% organic growth rate. As of March 31, 2026, Merit Financial Advisors managed approximately $23.88 billion in assets. The firm has been recognized for its performance, earning the InvestmentNews RIA Firm of the Year award for two consecutive years (2024 and 2025).