Middleton, WI Office

Team
Updated today
Merit Financial Advisors logo

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

1350 Deming Way #480

Middleton WI 53562

Advisors at this office

5

Advisors at this office

user avatar

William M

Series 63, Series 66

Middleton, WI

Merit Financial Advisors

William Meland is a financial advisor at Merit Financial Advisors with 24 years of industry experience. He holds Series 63 and Series 66 licenses. Prior to joining Merit in 2025, he spent 21 years at Pillar Wealth Management Co. Merit Financial Group, LLC is an SEC-registered advisory firm with 144 advisors managing approximately $10.6 billion. The firm serves a diverse client base including individuals, businesses, retirement plan sponsors, and charitable organizations, offering asset management, financial planning, and 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

Crew R

Series 63, Series 65

Middleton, WI

Merit Financial Advisors

Crew Risgaard is a financial advisor at Merit Financial Advisors with Series 63 and Series 65 credentials and one year of industry experience. His prior roles include positions at Purshe Kaplan Sterling Investments, Pillar Wealth Management Co., and Kovitz Investment Group. He also provides fixed insurance advice based on client needs. 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 through customizable model portfolios and offers specialized services such as fiduciary and ESOP trustee work, supported 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
user avatar

Patrick S

Series 63, Series 66

Middleton, WI

Merit Financial Advisors

Patrick Sturm is a financial advisor at Merit Financial Advisors with 26 years of industry experience. He holds Series 63 and Series 66 licenses and has previously worked at Pillar Wealth Management Co., Russell Investments, Allspring Funds Management, and Strong Capital Management. He continues to be involved in the transition of Pillar Wealth Management, which was integrated into Merit Financial 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 provides a range of wealth-management services and employs a long-term, diversified investment approach using centrally managed portfolios overseen by an internal committee.

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

Cara W

Series 65

Middleton, WI

Merit Financial Advisors

Cara Wolenec is a financial advisor at Merit Financial Advisors in Middleton, WI, holding a Series 65 designation with 13 years of industry experience. She worked at Pillar Wealth Management Co. from 2012 to 2025. Merit Financial Advisors is a multi-team registered investment adviser with 264 advisors serving over 20,000 clients across 66 offices, managing approximately $23.9 billion in assets. The firm offers coordinated wealth-management services and employs a long-term, diversified investment approach utilizing centrally managed model portfolios overseen by an internal 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

Brian C

Series 66

Middleton, WI

Merit Financial Advisors

Brian Cleven is a financial advisor at Merit Financial Advisors with 24 years of industry experience. He holds the Series 66 designation and previously worked at Pillar Wealth Management Co for 14 years, Madison Investment Advisors, LLC for one year, and Madison Investment Holdings, Inc. for nine years. Merit Financial Advisors is a multi-team registered investment adviser with 264 advisors serving over 20,000 clients across 66 offices. The firm offers coordinated wealth management services, utilizing a long-term, diversified investment approach managed by an internal team, with customization options for clients.

Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired Executive
View complete list of advisors at this office
Warmer team member

Not sure where to start?

We'll help you think it through—whether you ultimately need an advisor or not. Warmer helps you compare advisors clearly, so you can choose with confidence.

Find your advisor

For advisor listings, we rely on sources including public filings and data provided by advisors, and we cannot guarantee that all information is current or accurate. Advisors are independent and may not have reviewed or updated this information. Please review an advisor’s Form ADV and do your own diligence before deciding whether to work with them.

Advisor matching and introductions are provided by FinanceHQ LLC (“FHQ”), a wholly-owned subsidiary of Warmer and an SEC-registered investment advisor. We receive compensation from certain participating advisors for introductions or referrals. This creates a conflict of interest because we have an incentive to recommend advisors who compensate us, including those who pay us more. You pay no fee to use our matching service, and advisor fees are not increased because of a referral or introduction. We do not review the ongoing performance of advisors, manage or hold assets, guarantee performance, or provide advice about specific investments.

By using our service, you agree to our Terms of Service and Advisory Agreement, and acknowledge our Privacy Policy. Please review FHQ’s ADV Part 2A and Form CRS. Logos provided by Logo.dev

© 2026 Warmer Holdings Inc. (“Warmer”)