The acquisition marks Merit’s 30th since it received a minority investment from Wealth Partners Capital Group. Credit: Pro.Sto/Shutterstock.

Atlanta, Georgia-based wealth management firm Merit Financial Advisors has expanded in the Pacific Northwest with the acquisition of Roth Asset Management.

The deal, whose financial details remain undisclosed, adds $773m in assets to Merit’s books.

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Oregon-based Roth Asset Management focuses on corporate 401(k) plans, investment advisory, and portfolio management.

With the deal, Roth Asset Management is set to expand its retirement and group insurance operations by tapping Merit’s new technologies.

Roth Asset Management president Steven B Roth will assume a new position as wealth manager.

Merit managing principal Tait Lane said: “Our commitment to expanding Merit’s West Coast presence continues to be a priority, and we are thrilled to partner with Steven.

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“With over 20 years of experience working with ultra-high-net-worth clients and managing corporate retirement plans, Steven brings a wealth of expertise that will enhance our capabilities in these areas.”

The acquisition is Merit’s 30th since it received a minority investment from Wealth Partners Capital Group and a consortium led by HGGC’s Aspire Holdings platform in December 2020.

Steven added: “When I was evaluating acquisition partners, Merit stood out for its team-based, collaborative approach.

“I eagerly anticipate collaborating with the talented team at Merit to enhance efficiency and better serve my clients moving forward.”

The latest move follows Merit’s recent purchase of Pennsylvania-based Trinity Financial Partners, which contributed an additional $603m in assets.

Merit has more than 40 offices throughout the US. As of 30 June 2024, the company managed $11.84bn in assets.