Merit Financial Advisors ("Merit"), 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 acquired Roth Asset Management. This acquisition will expand Merit's presence in the Pacific Northwest and increase assets by $773 million.

Roth Asset Management, a firm based in Lake Oswego, Oregon, specializes in corporate 401(k) plans, investment advisory, and portfolio management. The firm will expand its retirement and group insurance operations by leveraging new technologies through its partnership with Merit. The firm's President, Steven B. Roth, will transition to a new role as Wealth Manager.

"When I was evaluating acquisition partners, Merit stood out for its team-based, collaborative approach," said Steven. "I eagerly anticipate collaborating with the talented team at Merit to enhance efficiency and better serve my clients moving forward."

This is Merit's thirtieth acquisition since taking a minority investment in December 2020 from Wealth Partners Capital Group ("WPCG") and a group of strategic investors led by HGGC's Aspire Holdings platform. Earlier this month, Merit announced its acquisition of Trinity Financial Partners, which added approximately $603 million in assets and a third office in Pennsylvania.

"Our commitment to expanding Merit's West Coast presence continues to be a priority, and we are thrilled to partner with Steven," said Tait Lane, Managing Principal at Merit. "With over 20 years of experience working with ultra-high-net-worth clients and managing corporate retirement plans, Steven brings a wealth of expertise that will enhance our capabilities in these areas. At Merit, we seek out industry leaders who exemplify excellence, and Steven has proven to be an outstanding fit."

The merger was finalized on December 13, 2024. Financial and legal terms of the deal were not disclosed.