Merit Acquires $597M Virtual Financial Planning Firm
Merit Financial Advisors has acquired Safeguard Wealth Management, boosting its digital marketing capabilities with a prominent YouTube platform and adding $597 million in assets.
Safeguard, a fully virtual financial planning firm, focuses on retirement, income, investment, and legacy planning. Its robust digital presence, driven by a YouTube channel, has attracted a significant following and fueled organic growth.
Safeguard co-founders Eric Sajdak and Anthony Hellenbrand will join Merit as partners, taking roles as director of content and regional VP, respectively, accompanied by their team.
“Joining Merit gives us the support we need to take our content to the next level and better serve our clients,” said Sajdak and Hellenbrand. “We’ve seen firsthand how digital education can build trust and drive growth, and we’re excited to propel that success with Merit.”
This marks Merit’s 36th acquisition since receiving a minority investment from Wealth Partners Capital Group and HGGC’s Aspire Holdings platform in December 2020.
“We are eager to integrate Safeguard’s financial education via their YouTube channel,” said Josh Mersberger, managing principal and partner at Merit. “Financial education is at the core of Merit’s mission, and we’re excited to amplify the excellent content the team at Safeguard has been producing.”
The merger was finalized on April 25, 2025. The financial and legal terms of the deal were not disclosed.
The Safeguard deal follows Merit’s March announcement that it acquired Sanctuary Wealth Management and Fiduciary Services, LLC, its second-largest deal, increasing assets by $1.6 billion.
In February, Merit acquired Hershey Wealth Advisors, LLC, a move that added $233 million in assets and established its fifth office in Pennsylvania.
In January, Merit acquired Pillar Wealth Management Co., adding two new offices in Wisconsin. Additionally, the firm acquired Zimmermann Investment Management & Planning, an advisory firm with $739 million in client assets, which was Merit’s fourth office in Pennsylvania.
Based in Atlanta, GA, Merit has over 40 offices throughout the U.S. and managed $12.27 billion in assets as of December 31, 2024 ($9.9 billion in advisory, $2.05 billion in brokerage assets, and $332 million in assets under advisement).
