Merit Financial Group, LLC
Merit Financial Group, LLC is a US-based SEC-registered investment adviser headquartered in Alpharetta, Georgia. Founded in 2007, the firm delivers a comprehensive range of advisory services including asset management, financial planning, retirement plan advice, and wellness programs. Merit primarily serves individual investors (both high net worth and non-high net worth), as well as some business clients and charitable organizations. With over 300 team members and more than 26,000 households served across 48 offices nationwide, Merit works to 'revolutionize the client experience' in wealth management. The firm is owned by Merit Holdings, LLC and affiliates of Wealth Partners Capital Group and Catapult Investments (a subsidiary of HGGC).
Investment Strategy
Merit Financial Group employs a long-term, diversified investment management process, focused on helping clients achieve their financial objectives. Investment strategies include customized portfolios of individual stocks and bonds, ETFs, options, mutual funds, and both public and private securities. For most clients, a patient, diversified approach is favored. The firm also offers standard model asset allocation portfolios and holistic financial planning tailored to client needs. Merit emphasizes coordinated, objective advice and the integration of wealth management with financial planning to guide clients through life's financial transitions.
Latest 13F Filing Activity
Merit Financial Group, LLC filed their most recent 13F report on Sep 30, 2025 disclosing 1,748 equity positions and 9 options positions with a total 13F market value of $11B. The fund increased holdings in Victory Portfolios II, Victory Portfolios II, SPDR Index SHS FDS among other positions. Merit Financial Group, LLC reduced exposure to SPDR Series Trust, Ishares TR, Ishares TR among others.
Top Holdings
Equity Positions (1,748)
| Ticker | Security | Weight | Market Value | Shares | Avg Cost | Price | Change (QoQ) |
|---|---|---|---|---|---|---|---|
V VUG | VANGUARD INDEX FDS | 3.57% | $388.9M | 810,876 | $288.13 | $479.61 | +$30.5M |
Q QLTY | 2023 ETF SERIES TRUST II | 2.33% | $254.2M | 7,024,201 | $32.66 | $36.19 | +$20.4M |
I IUSV | ISHARES TR | 2.15% | $234.2M | 2,343,537 | $90.56 | $99.95 | +$17.7M |
I IUSG | ISHARES TR | 2.13% | $232.4M | 1,412,238 | $132.52 | $164.54 | +$817.6K |
M MGK | VANGUARD WORLD FD | 1.99% | $216.9M | 539,030 | $320.25 | $402.42 | +$85.9M |
Options Positions (9)
| Ticker | Security | Action | Type | Notional Value | Contracts | Underlying Price | Premium Paid | Change (Contracts) | Change (Value) |
|---|---|---|---|---|---|---|---|---|---|
S SPY | SPDR S&P 500 ETF TR | Bought | Put | $5.8M | 2,963 | $666.18 | $541.25 | +287 | +$2.4M |
A AVGO | BROADCOM INC | New | Put | $1.2M | 600 | $329.91 | $329.91 | +600 | +$1.2M |
U UPS | UNITED PARCEL SERVICE INC | — | Put | $387.6K | 408 | $83.53 | $100.94 | 0 | +$174.4K |
S SOXL | DIREXION SHS ETF TR | — | Call | $271.5K | 176 | $34.84 | $27.31 | 0 | +$109.0K |
M MARA | MARA HOLDINGS INC | New | Call | $162.9K | 890 | $18.26 | $18.26 | +890 | +$162.9K |
Industry Allocation
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