Merit Financial Advisors Expands with Safeguard Acquisition
Deal News | Apr 29, 2025 | EIN
Merit Financial Advisors, based in Georgia, has further expanded its digital capabilities and asset base through the acquisition of Safeguard Wealth Management. This acquisition brings an additional $597 million in assets under management to Merit and significantly bolsters its digital marketing reach, thanks to Safeguard's successful YouTube platform. This marks Merit's 36th acquisition following a minority investment by Wealth Partners Capital Group and other strategic investors. Known for its specialization in financial planning and wealth management, Merit now manages assets totaling $12.27 billion across over 40 offices in the U.S. The merger allows Safeguard's co-founders, Eric Sajdak and Anthony Hellenbrand, to join Merit in leadership roles, contributing their expertise in retirement planning and digital content. The partnership aligns with Merit's strategic aim to enhance its digital educational offerings, complementing its mission to provide comprehensive financial planning solutions.
Sectors
- Wealth Management
- Digital Marketing
- Financial Services
Geography
- United States – Both Merit Financial Advisors and Safeguard Wealth Management operate within the United States, making this a key geographic area.
- Georgia – Merit Financial Advisors is based in Georgia, further highlighting its relevance.
Industry
- Wealth Management – The article focuses on the acquisition of a wealth management firm, Safeguard Wealth Management, by Merit Financial Advisors, indicating the industry classification.
- Digital Marketing – The acquisition enhances Merit Financial Advisors' digital marketing capabilities through Safeguard's successful YouTube channel.
- Financial Services – The overall theme of managing financial assets and planning solutions places the article within the Financial Services industry.
Financials
- 597000000 – Assets added through the acquisition of Safeguard Wealth Management by Merit Financial Advisors.
- 1600000000 – Assets added from a previous acquisition by Merit of Sanctuary Wealth Management and Fiduciary Services, LLC.
- 12270000000 – Total assets under management by Merit Financial Advisors as of December 31, 2024.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Merit Financial Advisors | Acquirer | Company | A Georgia-based wealth management firm that manages assets for high-net-worth individuals and families. |
| Safeguard Wealth Management | Target | Company | A fully virtual financial planning firm specializing in retirement, income, investment, and legacy planning with a strong digital presence via YouTube. |
| Wealth Partners Capital Group | Strategic Investor | Company | A company that made a minority investment in Merit, facilitating its expansion strategy. |
| Aspire Holdings | Strategic Investor | Company | Led by HGGC, Aspire Holdings supports Merit's growth initiatives. |
| Eric Sajdak | Partner and Director of Content at Merit | Person | Co-founder of Safeguard Wealth Management, transitioning to a leadership role at Merit. |
| Anthony Hellenbrand | Partner and Regional Vice President at Merit | Person | Co-founder of Safeguard Wealth Management, transitioning to a leadership role at Merit. |
| Zach Mersberger | Managing Principal and Partner at Merit | Person | Expressed enthusiasm about the acquisition of Safeguard. |
| Josh Mersberger | Managing Principal and Partner at Merit | Person | Highlighted the strategic importance of integrating Safeguard's digital presence. |