Merit Financial Advisors Expands with Sanctuary Wealth Management and Launches New Office in Idaho

Merit Financial Advisors Expands Its Reach in Idaho

In a strategic development, Merit Financial Advisors, a Georgia-based financial advisory firm renowned for its focus on high-net-worth individuals and families, has made headlines with its latest acquisition of Sanctuary Wealth Management and Fiduciary Services. This merger not only marks an exciting milestone for both companies but also represents a significant expansion of Merit’s footprint into Idaho, a move that is expected to bolster its assets by an impressive $1.6 billion.

Sanctuary Wealth Management, known for its investment advisory and portfolio management services, has cultivated a robust relationship with private clients and has also provided an array of retirement and investment solutions to corporate clients, including the establishment of 401(k) plans. Moreover, Fiduciary Services, a subsidiary of Sanctuary, specializes in employee stock ownership plans (ESOPs), acting as transactional and ongoing ESOP trustees. Through this acquisition, Sanctuary can enhance its back-office and administrative capabilities while leveraging Merit's advanced technology offerings. Simultaneously, Merit is positioned to broaden its corporate client services, particularly with the inclusion of ESOPs in its offerings.

The successful acquisition saw all three owners of Sanctuary—Brett Robison, Gene Clay Esplin, and Joel Phillips—transition into the role of Wealth Managers at Merit, bringing their experienced team along to strengthen the collective expertise. Brett Robison expressed optimism about the merger, suggesting that this collaboration will significantly enhance the services provided to clients, opening up new possibilities that are yet to be explored.

Merit Financial Advisors was established with a mission to transform the client experience and serve as a trusted guide for those navigating the complexities of wealth management. Since securing a minority investment in December 2020 from Wealth Partners Capital Group (WPCG), the firm has been on a quest for growth, making this latest acquisition its thirty-fourth and the second-largest to date. Just last month, the company achieved a substantial leap by acquiring Hershey Wealth Advisors, further broadening its asset management capabilities with an additional $233 million and establishing its fifth office in Pennsylvania.

Tait Lane, Managing Principal and Partner at Merit, highlighted the firm’s ongoing commitment to enhance its ability to serve clients, particularly in the West Coast market. He emphasized that the depth of experience brought in by the Sanctuary team—20 years in serving high-net-worth and corporate clients—will undeniably elevate the advisory services that Merit offers. This partnership with Fiduciary Services also aligns perfectly with Merit’s goal to expand corporate plan offerings, showcasing the firm’s dedication to aligning with industry leaders who possess profound knowledge and expertise.

The merger, finalized on March 14, 2025, involved the expert guidance of Alaris Acquisitions, a firm specializing in MA advisory for the wealth management sector. While the specific financial details of the deal remain undisclosed, the anticipated impact on both organizations is expected to be transformative.

About Merit Financial Advisors

Merit Financial Group, LLC operates under the brand name Merit Financial Advisors, serving as a national wealth management firm that accommodates both independent broker-dealer and Registered Investment Advisor (RIA) models. Merit’s mission is to enrich the lives of their clients, aiming to architect the wealth management solutions of the future. With an expansive nationwide presence featuring over 40 offices across the U.S. and managing assets amounting to $12.27 billion by December 31, 2024, Merit is poised for even greater success. Their proactive investment strategies ensure that clients receive tailored advice that meets their unique financial aspirations. Interested parties can learn more by visiting Merit Financial Advisors.

About Wealth Partners Capital Group

Wealth Partners Capital Group (WPCG) serves as a holding company for financial services, strategically investing in and collaborating with premier wealth management firms. The group's focus on identifying and uniting like-minded wealth advisors ensures that partner firms gain access to enhanced business capabilities and growth opportunities. For more details, visit Wealth Partners Capital Group.

About HGGC

HGGC is a well-known private investment firm dedicated to developing long-term value through partnerships. With a wide spectrum of investments ranging from technology to financial services, HGGC is actively shaping the landscape of various industries. To learn more about their investment philosophy and portfolio, visit HGGC.