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MERIT FINANCIAL ADVISORS
Legal name: MERIT FINANCIAL GROUP, LLC
CRD 142457File 801-67462
APPROVED
Retail clients
Custody
Filing as of Sep 24, 2026
Feed vintage Oct 1, 2026
Regulatory AUM
$23.88B
Top 10% of cohort (national)
Discretionary AUM
$23.87B
Non-discretionary $5.4M
Clients
20,711
20,710 accounts
Employees
470
Top 10% of cohort in GA
Identity & registration
ADV Item 1- Organization form
- Limited Liability Company
- Firm type
- Registered
- SEC region
- ARO
- Registration date
- Jan 31, 2007
- Principal office
- 2400 LAKEVIEW PARKWAY, SUITE 550, ALPHARETTA, GA, 30009
- Phone
- 678-867-7050
- Website
- HTTP://WWW.MERITFA.COM
Assets & accounts
ADV Item 5F- Total regulatory AUM
- $23.88B
- Discretionary AUM
- $23.87B
- Non-discretionary AUM
- $5.4M
- Discretionary accounts
- 20,702
- Non-discretionary accounts
- 8
- Total accounts
- 20,710
- AUM per client
- $1.2M
Clients by type
ADV Item 5D| Client type | Clients | AUM |
|---|---|---|
| Other | 184 | $1.28B |
| Charitable organizations | 52 | $201.1M |
| Other investment advisers | 1 | $14K |
| High net worth individuals | 4,344 | $11.33B |
| Pension and profit sharing plans | 434 | $4.41B |
| Individuals (other than high net worth individuals) | 15,696 | $6.66B |
Compensation & activities
ADV Items 5E, 5GCompensation
- Other
- Fixed fees
- Hourly charges
- Other (described) — CONSULTING FEES
- A percentage of assets under your management
Advisory activities
- Other
- Financial planning services
- Selection of other advisers
- Portfolio management for other
- Portfolio management for businesses
- Portfolio management for individuals and/or small businesses
Custody
ADV Item 9- Firm Custody Cash
- Yes
- Firm Custody Assets
- Yes
- Firm Custody Clients
- Yes
- Firm Custody Securities
- Yes
- Related Person Custody Cash
- Yes
- Related Person Custody Assets
- No
- Related Person Custody Clients
- No
- Related Person Custody Securities
- No
Disclosure events
ADV Item 11This firm answered no to every Item 11 disclosure question in this filing.
Filed changes
| Date | Field | From | To | Change |
|---|---|---|---|---|
| Apr 1, 2026 | Employees | 279 | 470 | increased by191 |
| Apr 1, 2026 | Clients | 14,417 | 20,711 | increased by6,294 |
| Apr 1, 2026 | AUM | $10,576,048,244 | $23,875,298,692 | increased by$13,299,250,448 |
| Apr 1, 2026 | Accounts | 31,882 | 20,710 | decreased by11,172 |
| May 1, 2025 vs Oct 1, 2022 | Employees | 154 | 279 | increased by125 |
| May 1, 2025 vs Oct 1, 2022 | Clients | 5,629 | 14,417 | increased by8,788 |
| May 1, 2025 vs Oct 1, 2022 | AUM | $3,681,709,925 | $10,576,048,244 | increased by$6,894,338,319 |
| May 1, 2025 vs Oct 1, 2022 | Accounts | 10,460 | 31,882 | increased by21,422 |
| May 1, 2022 | Employees | 155 | 154 | decreased by1 |
| May 1, 2022 | Clients | 4,909 | 5,629 | increased by720 |
| May 1, 2022 | AUM | $2,878,009,928 | $3,681,709,925 | increased by$803,699,997 |
| May 1, 2022 | Accounts | 8,693 | 10,460 | increased by1,767 |
| Feb 1, 2022 | Employees | 142 | 155 | increased by13 |
| Sep 1, 2021 | Employees | 139 | 142 | increased by3 |
| Sep 1, 2021 | Custody | No | Yes |
On Form 5500, an adviser usually appears as a plan service provider (Schedule C), not the plan sponsor.
See plans that list “MERIT FINANCIAL” as a service provider on 5500mcp →Matched by name only — Form ADV and Form 5500 share no identifier, and names are searched loosely (“MERIT FINANCIAL” may also match similarly-named firms). Confirm identity against each filing.
Every value above is reproduced from this firm's Form ADV filing. Fields the firm left blank are shown as “Not reported” rather than filled in from other sources.