Carson Group Strengthens Midwest Presence with MAG Wealth Expansion 

Carson Group partner firm MAG Wealth Management announced the acquisition of Ovation Wealth Advisors and rebranding to Carson Wealth. As part of the deal, Carson Group will take a 30% equity stake in the business.  

The newly formed Carson Wealth team will oversee $350 million in assets under management and be the first Carson Wealth branded location in Minnesota, expanding Carson’s presence in the Midwest. The eight-person team will be led by founder and wealth advisor Jeremy Willner and his son, partner and wealth advisor Hayden Willner. 

“Our journey with Carson Group, from coaching to partnership and now to equity participation, demonstrates the power of aligning with a national brand, “said Willner. 

Carson stated that Willner’s pursuit of a plausible succession plan for MAG was a contributing factor to the development of the deal. There are plans to expand the firm, and the newly established Carson Wealth offices will remain in their present locations in Minneapolis, Little Falls, and Paynesville. 

Prior to the acquisition of Ovation, MAG also acquired wealth management firm Premier Financial Resources in 2022.   

Carson Group, backed by private equity firm Bain Capital, currently manages $38 billion in assets for more than 50,000 client families among its advisory network of over 150 partner offices, including more than 50 Carson Wealth locations. 

Last month, Carson Group announced its second largest deal to date with the addition of Sweet Financial Partners, a Fairmont, MN-based firm with $1 billion in assets under advisement. In September, Carson Wealth announced a strategic partnership with $400 million True North Financial, now known as Carson Wealth | True North Financial, expanding its Montana presence with its second Billings office.