Merit Financial Advisors, a Georgia-based wealth management firm, has announced its acquisition of Safeguard Wealth Management, adding $597 million in assets and enhancing its digital marketing capabilities through Safeguard’s successful YouTube platform.
A news release highlighted that the acquisition marks Merit’s 36th since December 2020, when it received a minority investment from Wealth Partners Capital Group and strategic investors led by HGGC’s Aspire Holdings platform. This latest move comes just one month after Merit acquired Sanctuary Wealth Management and Fiduciary Services, LLC, which expanded Merit’s assets by $1.6 billion.
Merit Financial Advisors currently manages $12.27 billion in assets as of December 31, 2024, with over 40 offices throughout the United States. The firm specializes in financial planning and wealth management solutions for high-net-worth individuals and families, particularly those navigating life transitions.
Safeguard Wealth Management, a fully virtual financial planning firm specializing in retirement, income, investment, and legacy planning, has built a substantial online following through its YouTube channel. The channel has become a significant driver of organic growth for the company.
“Joining Merit gives us the support we need to take our content to the next level and better serve our clients,” said Eric Sajdak and Anthony Hellenbrand, co-founders of Safeguard. “We’ve seen firsthand how digital education can build trust and drive growth, and we’re excited to amplify that success with Merit.”
As part of the merger, which was finalized on Friday, Sajdak will join Merit as partner and director of content, while Hellenbrand will become partner and regional vice president. The entire Safeguard team will also transition to Merit.
Zach Mersberger, managing principal and partner at Merit, expressed enthusiasm about the acquisition: “We are thrilled to partner with Eric, Tony, and the Safeguard team. 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.”
Josh Mersberger, also managing principal and partner at Merit, highlighted the strategic value of Safeguard’s digital presence: “We are eager to integrate Safeguard’s financial education via their YouTube channel. 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.”
Financial and legal terms of the acquisition were not disclosed.
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