Madison, WI Atlas Avenue Office

Team
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Merit Financial Advisors

Multi-team

Firm-wide stats for Merit Financial Advisors

Total advisors

287

Across 94 offices

Clients per advisor

70 High

Avg AUM per client

$897,421 High

HNW client ratio

22% Typical

About

Merit Financial Advisors is a multi‑team registered investment adviser with 264 advisors serving roughly 20,040 clients across 66 offices and managing about $23.9 billion in client assets. The firm provides coordinated wealth‑management services including asset management, financial planning, retirement plan advice and participant consulting, employee financial‑wellness programs, and educational workshops as described in its ADV brochure.

The firm’s investment approach centers on long‑term, diversified portfolios built from centrally managed “sleeves” and standard model allocations overseen by an internal Investment Management team and Investment Committee; advisors can customize models, use separate account managers, or manage accounts directly. Merit implements both discretionary and non‑discretionary authority, relies primarily on fundamental analysis (with technical and cyclical methods as supplementary tools), and uses third‑party platforms and an internally sponsored wrap program to support client account management and held‑away assets.

Noteworthy distinctions include that many of its investment advisor representatives are dually registered as broker‑dealer registered representatives and the firm maintains an affiliated broker‑dealer entity, arrangements the brochure highlights as creating potential conflicts between commission and advisory activities that are managed through supervisory and disclosure practices. The firm also offers specialized services less common among peers — including independent fiduciary and trustee services for ESOPs and other qualified plans, a defined wrap program available to legacy accounts, and disclosed business relationships (including a financial‑wellness provider and custodian referral arrangements) that the firm identifies and addresses in its compliance documents.

Based on Merit Financial Advisors

Expertise

Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Business ownership considerations

Based on Merit Financial Advisors

Occupation focus

Founder/Business Owner Retired Executive

Based on Merit Financial Advisors

Location

814 Atlas Avenue

Madison WI 53714

Advisors at this office

10

Advisors at this office

user avatar

Royce K

Series 66

Madison, WI

Merit Financial Advisors

Royce Kurtz is a financial advisor at Merit Financial Advisors with 11 years of industry experience. He holds the Series 66 designation and has worked at Harbour Investments, Inc. and Woodbury Financial Services, INC. He is also involved in tax preparation and planning through Mennenga Tax & Financial and Merit Tax Advisors. Merit Financial Group, LLC is an SEC-registered advisory firm managing approximately $10.6 billion and serving a diverse client base including individuals, businesses, retirement plan sponsors, and charitable organizations. The firm employs a long-term, diversified investment approach using model portfolios and customizable strategies overseen by a central Investment Management team and Investment Committee.

Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired Executive
user avatar

James E

Series 63, Series 66

Madison, WI

Merit Financial Advisors

James Ewing is a financial advisor at Merit Financial Advisors in Madison, WI, with 12 years of industry experience. He previously worked at Harbour Investments, Inc., Woodbury Financial Services Inc., and Mennenga Tax & Financial. Outside of his advisory role, he serves as treasurer for the 7591 Foundation, a nonprofit supporting veteran organizations. Merit Financial Group is an SEC-registered advisory firm managing approximately $10.6 billion and serving a diverse client base including individuals, businesses, and institutions. The firm employs a long-term, diversified investment approach using model portfolios and modular sleeves, overseen by a central investment team and adaptable by advisors to meet client needs.

Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired Executive
user avatar

Elena B

Series 66

Madison, WI

Merit Financial Advisors

Elena Bonilla is a financial advisor at Merit Financial Advisors with one year of industry experience. She holds the Series 66 designation and has worked at Merit Financial Advisors, Mennenga Tax & Financial, and Harbour Investments, Inc. Outside of her advisory role, she is involved in tax return preparation and tax planning through Mennenga Tax & Financial. Merit Financial Group, LLC is an SEC-registered firm managing approximately $10.6 billion and serving a diverse client base that includes individuals, businesses, retirement plans, and charitable organizations. The firm employs a long-term, diversified investment approach using model portfolios and customizable sleeves, overseen by a central Investment Management team and Investment Committee.

Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired Executive
user avatar

Mark Z

Series 66

Madison, WI

Merit Financial Advisors

Mark Zierath is a financial advisor at Merit Financial Advisors with 12 years of industry experience. He holds a Series 66 designation and has worked previously at Woodbury Financial Services, Inc. and Mennenga Tax & Financial Services. In addition to his advisory role, he provides tax planning and filing services at Merit Tax Advisors. Merit Financial Group, LLC manages approximately $10.6 billion and serves a diverse client base including individuals, businesses, retirement plans, and charitable organizations. The firm employs a long-term, diversified investment strategy using model portfolios and customizable modular sleeves, supported by an investment management team and committee.

Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired Executive
user avatar

Lloyd M

Series 63, Series 65

Madison, WI

Merit Financial Advisors

Lloyd Mennenga is a financial advisor at Merit Financial Advisors with 26 years of industry experience. He holds Series 63 and Series 65 licenses and has worked at firms including Harbour Investments, Woodbury Financial Services, and Avantax Advisory Services. Outside of advisory work, he provides tax preparation and tax planning services through Merit Tax Advisors. Merit Financial Advisors is a multi-team registered investment adviser with over 260 advisors serving more than 20,000 clients across 66 offices. The firm offers coordinated wealth management services with a focus on long-term, diversified portfolios managed through both discretionary and non-discretionary approaches.

Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired Executive
user avatar

Michael S

Series 63, Series 65

Madison, WI

Merit Financial Advisors

Michael Swenson is a financial advisor at Merit Financial Advisors in Madison, WI, holding Series 63 and Series 65 licenses with 33 years of industry experience. His prior roles include positions at Mennenga Tax & Financial Services, Woodbury Financial, Harbour Investments, Inc., and PKS Investments. In addition to his advisory work, he is involved in tax preparation and planning through Merit Tax Advisors. Merit Financial Group, LLC is an SEC-registered advisory firm managing approximately $10.6 billion and serving a diverse client base including individuals, businesses, retirement plan sponsors, and charitable organizations. The firm employs a long-term, diversified investment strategy using model portfolios and customizable modular sleeves, overseen by a central Investment Management team and Investment Committee.

Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired Executive
user avatar

Amy T

Series 66

Madison, WI

Merit Financial Advisors

Amy Thomas is a financial advisor at Merit Financial Advisors in Madison, WI, holding a Series 66 license with six years of industry experience. She previously worked at Harbour Investments, Inc. and Mennenga Tax & Financial. In addition to her advisory role, she prepares tax returns through Merit Tax Advisors. Merit Financial Group, LLC is an SEC-registered firm managing approximately $10.6 billion and serving a diverse client base that includes individuals, corporate clients, retirement plan sponsors, and charitable organizations. The firm employs a long-term, diversified investment approach through customizable model portfolios and offers specialized services such as independent fiduciary and ESOP trustee work.

Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired Executive
user avatar

Christian O

Series 66

Madison, WI

Merit Financial Advisors

Christian O'Connor is a financial advisor at Merit Financial Advisors with six years of industry experience. He holds the Series 66 designation and has previously worked at Harbour Investments, Inc., Calton & Associates, and MPC. In addition to his advisory role, he provides tax preparation and planning services through Merit Tax Advisors. Merit Financial Group, LLC is an SEC-registered firm managing approximately $10.6 billion with 144 advisors serving individuals, corporate clients, retirement plan sponsors, charitable organizations, and institutions. The firm employs a long-term, diversified investment approach using model portfolios and customizable sleeves across various asset types, supported by a central Investment Management team and Investment Committee.

Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired Executive
user avatar

Tony M

Series 66

Madison, WI

Merit Financial Advisors

Tony Mennenga is a financial advisor at Merit Financial Advisors with 18 years of industry experience. He holds a Series 66 designation and has previously worked at Harbour Investments, Inc and Woodbury Financial Services, Inc. In addition to his advisory role, he provides tax preparation and planning services through Merit Tax Advisors. Merit Financial Group, LLC is an SEC-registered advisory firm managing approximately $10.6 billion and serving a diverse client base including individuals, businesses, retirement plan sponsors, and charitable organizations. The firm employs a long-term, diversified investment approach using model portfolios and modular sleeves, with oversight by a central investment team and committee.

Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired Executive
user avatar

Marshall M

Series 63

Madison, WI

Merit Financial Advisors

Marshall Mennenga is a financial advisor at Merit Financial Advisors with 37 years of industry experience. He holds a Series 63 designation and has worked at firms including Woodbury Financial Services, Inc., Harbour Investments, Inc., and Mennenga Tax & Financial Service. He serves on the board of the Madison College Foundation, participating in its Governance and Finance and Investments committees. Merit Financial Group, LLC is an SEC-registered advisory firm managing approximately $10.6 billion and serving a diverse client base, including individuals, businesses, retirement plan sponsors, and charitable organizations. The firm employs a long-term, diversified investment approach using model portfolios and modular sleeves, with oversight by a central Investment Management team and an Investment Committee.

Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired Executive
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