Merit Financial Advisors, an Atlanta-based RIA specializing in financial planning and wealth management for high-net-worth individuals and families, has extended Northeast presence through another partnership in Pennsylvania.
Merit announced Tuesday that it has merged with Trinity Financial Partners, a Berwyn, Pennsylvania-based firm. The deal marks Merit’s third location in the state and brings an additional $603 million in assets under management.
A female-owned firm, Trinity is known for its personalized financial planning approach, offering services including investment and retirement planning, legacy strategies, risk protection, and charitable giving solutions. The firm has a longstanding strategic partnership with SEI, leveraging the latter’s asset management, technology, and operational expertise.
Robyn Jameson, who led Trinity prior to the merger, will take on the roles of managing director, partner, and wealth manager at Merit, where she'll continue to work with her existing client support and operations team.
“We are thrilled to join Merit, as this partnership will provide us with enhanced resources and support for the next phase of our growth,” Jameson said in a statement Tuesday. “Finding the right partner is challenging, but I’m deeply grateful to have found Merit, a firm that shares our values and commitment to client service.”
The merger is part of Merit’s continued expansion strategy, fueled by a minority investment in December 2020 from Wealth Partners Capital Group and strategic investors led by HGGC's Aspire Holdings platform.
The firm, which manages $11.84 billion in assets and operates over 40 offices nationwide, has welcomed twenty-nine partners since receiving that backing. Those include its March merger with Viren and Associates in Washington; its 2023 deal for Planned Futures, another Pennsylvania-based firm; and its 2022 acquisition of Triad Financial.
“I am thrilled to welcome the Trinity team to Merit,” said Tyler Vernon, managing principal at Merit. “Having Robyn’s team join us reinforces our commitment to providing clients with comprehensive, well-rounded care throughout all stages of their lives.”
The move follows Merit’s recent acquisition of Kizer & Associates in Illinois, which added $180 million in assets and marked its entry into that state.
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