Merit Financial Advisors makes shocking move into Pennsylvania by partnering with Trinity Financial Partners

In a significant development for the financial advisory industry in the United States, Merit Financial Advisors, based in Atlanta, Georgia, has merged with Trinity Financial Partners on December 10, 2024. This merger allows Merit to establish its third office in Pennsylvania and adds approximately $603 million in assets, further solidifying its position in the market. The integration of Trinity is expected to enhance the support and resources available to both firms, aligning with their shared values and commitment to delivering exceptional client service. Robyn, a spokesperson for Trinity, expressed enthusiasm for the partnership, highlighting that the merger will create more comprehensive offerings for their clients, showcasing the long-term growth opportunities that come with being part of a larger organization. This merger is part of a broader trend where financial advisory firms are increasingly seeking partnerships and acquisitions to expand their reach and capabilities. It marks the twenty-ninth partnership for Merit since it received a minority investment in December 2020 from Wealth Partners Capital Group and other strategic investors. Additionally, Merit had previously acquired Kizer & Associates in August 2024, which was its first office in Illinois, adding approximately $180 million in assets at that time. Merit Financial Advisors manages a substantial amount of assets—$11.84 billion as of June 30, 2024—comprising $8.8 billion in advisory, $2.8 billion in brokerage assets, and $253 million in assets under advisement. The firm aims to revolutionize the client experience in financial advisory services, building toward a future where client-centric solutions are at the forefront of their mission. The partnership with Trinity is not only expected to strengthen the relationship with existing clients but also to enable both firms to tap into new markets going forward. As the financial advisory landscape continues to evolve, partnerships like the one between Merit and Trinity highlight the growing importance of collaboration in navigating market challenges and client needs. As noted by Tyler Vernon, the Managing Principal at Merit, this merger represents an exciting evolution for both teams, indicating strong confidence in the potential impact of this collaboration on their overall service delivery.