Merit Financial Advisors, 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 partnered with Mersberger Financial Group. The firm, which has offices in Sheboygan Falls and Appleton, Wisconsin, will establish Merit’s presence in the region and across Montana and Illinois. The partnership also increases Merit’s assets under management by $830 million and assets under advisement of Merit’s newly established Retirement Plan division by $489 million.

The team at Mersberger specializes in providing qualified retirement planning services, as well as financial planning and wealth management services for individuals, employers, and institutions. The firm is led by Co-CEOs and Co-COOs Joshua and Zachary Mersberger. Joshua and Zachary will assume new roles at Merit as Regional Directors and will be joined by their team of more than 20 employees, including Donald Hammond, CFP®, who will lead Merit’s Retirement Plan division.

Mersberger Financial Group was founded by Peter and Marilyn Mersberger in 1994. “We are proud to see this next transition of the business we founded in 1994 and are very excited to see this partnership allow us to better serve our clients,” said Peter and Marilyn Mersberger.

“As we evaluated the next stage of our firm’s evolution, it became clear that partnering with Merit would allow us to better service our clients while simultaneously continuing to put our client’s interests first,” said Joshua Mersberger. “When evaluating partners, Merit’s operational excellence, best-in-class technology, and strong culture rooted in serving their clients made them stand out. We look forward to a fruitful partnership with Merit for all our stakeholders for many years to come,” said Zachary Mersberger.

“When evaluating new advisor partners, we look at a firm’s organic growth engine, talent base, and its potential for next-generation leaders,” said Rick Kent, CEO and Founder of Merit Financial Advisors. “Mersberger Financial Group checked all those boxes and more. We’re ecstatic to welcome the Mersberger team while establishing Merit’s presence in Wisconsin.”

This is Merit’s eighth acquisition since taking a minority investment in December 2020 from Wealth Partners Capital Group and a group of strategic investors led by HGGC, leveraging its Aspire Holdings platform. Year to date, Merit has announced its acquisition of Union Financial Advisors, which added $356 million in acquired assets as of April 30, 2022 and established its presence in Oklahoma, grew its presence in Georgia with the acquisition of Dasher & Padgett ($111 million in acquired assets as of May 31, 2022), and planted its flag in Colorado with the acquisitions of Tedstrom Wealth Advisors and I.M. Wealth Care ($345 million in acquired assets as of April 30, 2022).