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 Safeguard Wealth Management (“Safeguard”). This acquisition enhances Merit’s digital marketing capabilities through the addition of a successful YouTube platform and increases its assets by $597 million.

Safeguard, a fully virtual financial planning firm, specializes in retirement, income, investment, and legacy planning. The firm has built a strong digital presence and amassed significant followers through its YouTube channel, which is a major driver of organic growth. By joining Merit, the Safeguard team will gain the necessary resources to support their organic growth. Safeguard co-founders Eric Sajdak and Anthony Hellenbrand will join Merit as Partners and Director of Content and Regional Vice President, respectively, along with the rest of their team.

“Joining Merit gives us the support we need to take our content to the next level and better serve our clients,” said Eric and Anthony. “We’ve seen firsthand how digital education can build trust and drive growth, and we’re excited to propel that success with Merit.”

This is Merit’s thirty-sixth 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. Last month, Merit acquired Sanctuary Wealth Management and Fiduciary Services, LLC, which expanded Merit’s assets by $1.6 billion.

“We are thrilled to partner with Eric, Tony, and the Safeguard team,” said Zach Mersberger, Managing Principal and Partner at Merit. “Their deep expertise in retirement planning and their track record of helping clients plan for a confident retirement will make them a great fit for Merit.”

“We are eager to integrate Safeguard's financial education via their YouTube channel,” said Josh Mersberger, Managing Principal and Partner at Merit. “Financial education is at the core of Merit’s mission, and we’re excited to amplify the excellent content the team at Safeguard has been producing.”

The merger was finalized on April 25, 2025. The financial and legal terms of the deal were not disclosed.