Merit Joins Fidelity's Wealth Advisor Solutions® Program

$11.7 billion Merit continues to grow, recently completing its thirty-fourth acquisition

ATLANTA, April 10, 2025 /PRNewswire/ — 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 joined Fidelity’s Wealth Advisor Solutions® (“WAS”) program.

“Merit is honored to join Fidelity’s WAS program. With our expanding national footprint and dedication to exceptional service, we look forward to the opportunity to support Fidelity’s retail clients,” said Rick Kent, Founder and CEO of Merit.

Through WAS, Fidelity will introduce high-quality prospective clients who are looking for personalized services to Merit advisors. Merit has custodied with Fidelity since 2016.

“We’re thrilled to expand our relationship with Fidelity,” said Kay Lynn Mayhue, President of Merit. “Joining the WAS program and providing financial advice to Fidelity’s retail client base will help accelerate Merit’s mission of enriching the lives of those we serve.”

Earlier this month, Merit completed its second-largest acquisition to date when it partnered with Sanctuary Wealth Management. The acquisition established the firm’s presence in Idaho and increased its assets by $1.6 billion. This is Merit’s thirty-fourth 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.

About Merit Financial Advisors

Merit Financial Group, LLC, doing business as Merit Financial Advisors (“Merit”), is a national wealth management firm that supports both the independent broker-dealer and RIA models. Merit exists to enrich the lives of those they serve, and its mission is to revolutionize the client experience by building the RIA of the future. Based in Atlanta, Georgia, Merit has over 40 offices throughout the U.S. and managed $12.27 billion in assets as of December 31, 2024 ($9.9 billion in advisory, $2.05 billion in brokerage assets, and $332 million in assets under advisement). For more information, please visit www.meritfinancialadvisors.com. Investment advice offered through Merit Financial Group, LLC, an SEC registered investment adviser.

About Wealth Partners Capital Group

Wealth Partners Capital Group (WPCG) is a financial services holding company, which invests in and partners with select leading wealth management firms. WPCG assists its partner firms by identifying and integrating like-minded wealth advisers who seek access to expanded business capabilities, strategic growth and/or customized transition solutions. For more information, please visit www.wealthpcg.com.

About HGGC

HGGC is a values-driven, partnership-focused private investment firm. The firm’s ecosystem of investors, operators, and professionals are united by the shared mission to develop leading enterprises and build long-term value together. HGGC invests in technology, business services, financial services and consumer enterprises generally valued between $200M – $1.5B+. The firm is based in Palo Alto, CA and manages over $6.9 billion in cumulative capital commitments. Since its inception in 2007, HGGC has completed more than 700 platform investments, add-on acquisitions, recapitalizations, and liquidity events with an aggregate transaction value of over $80 billion. HGGC makes investments in RIAs via its Aspire Holdings platform, which is targeting $300 million of total investment in the space. More information, including a complete list of current and former investments, please visit www.hggc.com.

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