Merit Financial Advisors has entered a strategic partnership with OneVest to modernize its operating infrastructure as the firm pursues rapid expansion through advisor recruitment and acquisitions. 

The partnership centers on deploying OneVest’s platform to create a unified operating model designed to support Merit’s growth while reducing operational complexity across its advisor network. The technology integration is intended to eliminate what the firm describes as the “manual labor tax” associated with legacy wealth management systems. 

“As we continue our rapid growth trajectory and welcome more advisor teams to the Merit family, our priority is providing them with the absolute best-in-class infrastructure,” said Rick Kent, CEO of Merit Financial Advisors. “We aren’t just looking for tools; we are looking for a partner that helps us move faster without compromising the personalized experience our advisors and clients deserve.” 

Merit said the platform will streamline advisor onboarding during acquisitions, automate administrative workflows and unify client data across multiple custodians, performance systems and planning platforms into a single interface. 

“Merit is a visionary firm that understands technology is no longer just a support function, it is a competitive differentiator,” said Amar Ahluwalia, CEO of OneVest. “Together, we are setting a new standard for how wealth management firms can grow while delivering a frictionless experience that keeps the advisor at the center of the story.” 

The collaboration comes as Merit enters what it expects will be its most acquisitive year yet, targeting 15 additional deals in 2026 after doubling assets to more than $24 billion last year. The firm’s most recent addition was SSC CPAs + Advisors, a Georgia-based wealth and advisory firm with nearly $260 million in assets under management.