ATLANTA, April 29, 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 acquired Safeguard Wealth Management (“Safeguard”). This acquisition enhances Merit’s digital marketing capabilities through the addition of a successful YouTube platform and increases its assets by $597 million.
Safeguard, a fully virtual financial planning firm, specializes in retirement, income, investment, and legacy planning. The firm has built a strong digital presence and amassed significant followers through its YouTube channel, which is a major driver of organic growth. By joining Merit, the Safeguard team will gain the necessary resources to support their organic growth. Safeguard co-founders Eric Sajdak and Anthony Hellenbrand will join Merit as Partners and Director of Content and Regional Vice President, respectively, along with the rest of their team.
“Joining Merit gives us the support we need to take our content to the next level and better serve our clients,” said Eric and Anthony. “We’ve seen firsthand how digital education can build trust and drive growth, and we’re excited to propel that success with Merit.”
This is Merit’s thirty-sixth 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. Last month, Merit acquired Sanctuary Wealth Management and Fiduciary Services, LLC, which expanded Merit’s assets by $1.6 billion.
“We are thrilled to partner with Eric, Tony, and the Safeguard team,” said Zach Mersberger, Managing Principal and Partner at Merit. “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.”
“We are eager to integrate Safeguard’s financial education via their YouTube channel,” said Josh Mersberger, Managing Principal and Partner at Merit. “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.”
The merger was finalized on April 25, 2025. The financial and legal terms of the deal were not disclosed.
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 $8 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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SOURCE Merit Financial Advisors
