Georgia-based Merit Financial Advisors is expanding its presence in the Pacific Northwest with the acquisition of Roth Asset Management, a firm with $773 million AUM.
Specializing in financial planning and wealth management solutions for high-net-worth individuals and families, Merit has over 40 offices throughout the U.S. and as of June 30 was managing $11.84 billion in assets.
Based in Lake Oswego, Oregon, Roth Asset Management specializes in corporate 401(k) plans, investment advisory and portfolio management. It plans to expand its group insurance and retirement and operations using new technologies available through Merit. Roth President Steven B. Roth will assume the role of wealth manager.
“When I was evaluating acquisition partners, Merit stood out for its team-based, collaborative approach,” Roth said in a news release. “I eagerly anticipate collaborating with the talented team at Merit to enhance efficiency and better serve my clients moving forward.”
This is Merit’s 30th acquisition since December 2020, when it took a minority investment in from Wealth Partners Capital Group and a group of strategic investors led by HGGC’s Aspire Holdings platform. Merit recently acquired Trinity Financial Partners, adding about $603 million in assets and a third office in Pennsylvania. The merger was finalized on Dec. 13
“Our commitment to expanding Merit’s West Coast presence continues to be a priority, and we are thrilled to partner with Steven,” said Tait Lane, Managing Principal at Merit. “With over 20 years of experience working with ultra-high-net-worth clients and managing corporate retirement plans, Steven brings a wealth of expertise that will enhance our capabilities in these areas. At Merit, we seek out industry leaders who exemplify excellence, and Steven has proven to be an outstanding fit.”
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