Merit Financial Advisors Partners with Second Half Financial for Florida Expansion

Partnership Announcement

On August 6, 2025, Merit Financial Advisors, a prominent financial advisory firm based in Georgia, made headlines with its strategic partnership with Second Half Financial Partners, LLC. This collaboration aims to enhance Merit's outreach in Florida, specifically targeting first responders, including firefighters and law enforcement professionals. This partnership represents a significant development as it marks the firm's fifth office in the Sunshine State, adding a substantial $225 million in assets under management.

The Specialized Focus on First Responders

The decision to partner with Second Half Financial reflects Merit's commitment to serve the unique needs of those who dedicate their lives to protecting communities. Based in Sebring, Florida, the specialized team from Second Half will provide tailored investment and retirement strategies specifically designed for first responders. Winning the trust of these local heroes is a priority for Merit, which plans to enhance its operational capacity and service offerings by leveraging its established infrastructure and advanced technology.

Mike Fitch, the Senior Partner and Majority Owner of Second Half, has echoed this sentiment, stating, "Our first responders dedicate their lives to protecting and serving our communities, and it's a privilege to support their financial well-being." By aligning with Merit, the team aims to broaden its reach and improve the financial health of this essential community.

Enhancing Service Models

Tyler Vernon, Managing Principal at Merit, further highlighted the alignment between the two firms' missions. He described their partnership as a natural extension of Merit's core values of service, purpose, and growth. With this collaboration, they aim to deepen the service offerings available to first responders and provide essential resources that will enhance their financial well-being.

The merger follows Merit's recent expansion into the Utah market, where they acquired RCM Investments, signaling a vibrant growth trajectory for this financial advisory giant. Since its inception, Merit has pursued strategic acquisitions as part of its plan to become a leading national wealth management firm. The acquisition of Second Half Financial marks the firm's fortieth acquisition in just four and a half years, showcasing its aggressive growth strategy.

Merit's Commitment to Clients and Community

Merit Financial Advisors is not just about numbers and assets. The firm prides itself on enriching the lives of its clients and transforming the client experience. With over 40 offices spread across the United States, Merit managed approximately $19.94 billion in assets as of June 30, 2025. This figure includes diverse asset classes such as advisory, brokerage, and retirement assets. The partnership with Second Half Financial is a clear indication of Merit’s mission to tailor its services to the needs of its clients, especially those who serve on the front lines.

As the financial landscape continues to evolve, Merit's partnership with Second Half also represents a response to the complexities faced by first responders, ensuring they receive the guidance and support they deserve. Through this strategic alliance, both firms aim to build a more secure financial future for the heroes who dedicate their lives to our safety.

To learn more about how Merit Financial Advisors plans to serve Florida's first responders through this partnership, visit their official website at www.meritfinancialadvisors.com.