Merit Financial Advisors (“Merit”), a Georgia-based financial advisory firm serving high-net-worth individuals, families, and clients experiencing major life transitions, has announced its latest strategic acquisition: Safeguard Wealth Management (“Safeguard”). The move not only strengthens Merit’s position in the financial planning space but also brings a powerful digital marketing engine under its umbrella. With this acquisition, Merit adds $597 million in assets and gains access to Safeguard’s thriving YouTube platform one of the firm’s primary drivers of organic growth.
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Safeguard has carved out a unique space as a fully virtual financial planning firm specializing in retirement, income, investment, and legacy planning. Over time, it has built a strong digital footprint, connecting with a dedicated audience through educational financial content. By joining forces with Merit, Safeguard’s team will now have greater resources and support to elevate their content strategy while continuing to expand their digital reach. Co-founders Eric Sajdak and Anthony Hellenbrand will step into new leadership roles at Merit Eric as Partner and Director of Content and Anthony as Regional Vice President bringing their entire team along with them.
In a joint statement, Eric and Anthony expressed their excitement about the transition, noting that Merit’s support will allow them to produce even more impactful content and enhance client experiences. They emphasized the power of digital education in building trust and fostering long-term growth, underscoring their enthusiasm for continuing this mission on an even larger scale.
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This acquisition marks Merit’s thirty-sixth since receiving a minority investment in December 2020 from Wealth Partners Capital Group (WPCG) alongside strategic investors led by HGGC’s Aspire Holdings platform. The firm has been expanding rapidly; just last month, Merit added another $1.6 billion in assets through its acquisition of Sanctuary Wealth Management and Fiduciary Services, LLC.
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Merit leadership also expressed confidence in the partnership. Zach Mersberger, Managing Principal and Partner, highlighted Safeguard’s expertise in retirement planning and their commitment to helping clients pursue financial confidence qualities that align perfectly with Merit’s mission. Josh Mersberger echoed this sentiment, noting that Safeguard’s YouTube-driven financial education strategy will further strengthen Merit’s efforts to provide accessible, trustworthy financial guidance across digital platforms.
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