San Antonio, TX Office

Merit Financial Group is a multi-team SEC‑registered advisory firm that serves individual investors (including high‑net‑worth clients), employer‑sponsored retirement plans, ESOPs and other institutional clients, providing asset management, financial planning, retirement plan consulting, participant education and employee financial‑wellness programs. The firm delivers services through a network of investment adviser representatives operating under local DBA names and supports both discretionary and non‑discretionary account arrangements.

The firm’s investment approach emphasizes long‑term, diversified asset allocation implemented with centrally managed “sleeves” and standard model portfolios that IARs may customize; an internal investment management team and an investment committee oversee portfolio construction, manager due diligence and rebalancing. Merit also uses third‑party managers and sub‑advisers (including a disclosed sub‑advisory relationship with a technology‑driven platform) and offers both wrap and non‑wrap account options and held‑away account rebalancing via a third‑party platform.

What is notable relative to many peers is that a substantial portion of Merit’s advisors are dually registered as broker‑dealer registered representatives and licensed insurance agents, and the firm maintains an affiliated broker‑dealer that receives commission revenue — arrangements the brochure identifies as uncommon and acknowledges as potential conflicts that Merit seeks to manage through disclosure, supervision and its fiduciary policies. The brochure also highlights several other distinctive features: an affiliated tax‑preparation entity, a documented independent fiduciary/ESOP trustee practice, a financial‑wellness tool owned by the firm’s CEO, and relationships (including a sub‑adviser arrangement and a separate credit facility) with third‑party product sponsors that the firm discloses and describes procedures to evaluate and mitigate.