{"url":"https://nivawealth.com/firms/merit-financial-group-142457","iapdUrl":"https://adviserinfo.sec.gov/firm/summary/142457","regulatoryAum":23875298692,"crd":"142457","secFileNumber":"801-67462","legalName":"Merit Financial Group, LLC","displayName":"Merit Financial Group","website":null,"linkedinUrl":"https://www.linkedin.com/company/meritfinancialadvisors","founded":null,"organization":"Delaware limited liability company","fiscalYearEnd":"December","headquarters":{"street":"2400 Lakeview Parkway, Suite 550","city":"Alpharetta","state":"GA","stateName":"Georgia","country":"United States","postalCode":"30009"},"tradeNames":["Fiduciary Services","Merit","Merit Financial Advisors","Reason Financial","The Family Hug"],"registration":{"secApproved":"31 January 2007","noticeFilings":null,"latestNoticeFiling":null},"staff":{"employees":470,"advisory":229,"brokerDealerReps":407,"insuranceAgents":151,"promoters":20},"aum":{"discretionary":23869858217,"discretionaryAccounts":20702,"nonDiscretionary":5440475,"nonDiscretionaryAccounts":8,"wrapProgram":2300601739,"nonUsClientsPct":0,"nonAumClients":3},"clientTypes":[{"label":"Individuals (other than HNW)","clients":15696,"regulatoryAum":6656033318},{"label":"High-net-worth individuals","clients":4344,"regulatoryAum":11328276060},{"label":"Pension and profit-sharing plans","clients":434,"regulatoryAum":4405920804},{"label":"Charitable organizations","clients":52,"regulatoryAum":201137321},{"label":"Other investment advisers","clients":1,"regulatoryAum":14058},{"label":"Corporations and other businesses","clients":184,"regulatoryAum":1283917131}],"fees":[],"feeNotes":[],"feePrograms":[],"brochureCoverage":{"scope":"known_documents","status":"not_processed","checkedAt":null,"documents":[]},"custodians":[{"name":"Fidelity Brokerage Services LLC","shortName":"Fidelity","location":"Covington, KY","smaAssets":7735972120},{"name":"Charles Schwab & Co., Inc.","shortName":"Charles Schwab","location":"San Francisco, CA","smaAssets":2730192909}],"custodyNote":"Merit Financial Group has custody of $3.57B for 7,194 clients.","otherCustodians":[],"leadership":[{"name":"Rick Kent","title":"Chief Executive Officer","crd":"2871310"},{"name":"Kay Mayhue","title":"President","crd":"3138135"},{"name":"Chrissy Lee","title":"Chief Operating Officer","crd":"5325251"},{"name":"John Baxley","title":"Chief Compliance Officer","crd":"3214809"},{"name":"Brian Andrew","title":"Chief Investment Officer","crd":"2240211"},{"name":"John W. 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Only custodians holding at least a tenth of those assets are named.","source":"Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 24 September 2026","sourceRef":{"doc":"adv1","section":"custodians"}},{"question":"How many financial advisors does Merit Financial Group have?","answer":"Merit Financial Group has 236 investment adviser representatives registered with state securities authorities, out of 470 employees, and 229 perform investment advisory functions. 407 are registered representatives of a broker-dealer and 151 are licensed insurance agents.","source":"Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"What does Merit Financial Group invest in?","answer":"At the end of its last fiscal year, Merit Financial Group’s separately managed accounts held 63% registered funds (mutual funds, ETFs, BDCs), 21% exchange-traded equities, 6% cash and equivalents, 5% <1% of each of non-exchange traded equity securities, us government/agency bonds, us state and local bonds, sovereign bonds, derivatives, securities issued by pooled investment vehicles. and 1% investment grade corporate bonds. 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Facts as filed; not a rating, ranking, or recommendation. Niva Wealth is not affiliated with this firm. Disciplinary history is deliberately not included here or on the page; the SEC publishes the complete record at the `iapdUrl` above."}