Carson Group and MAG Wealth Management announced Wednesday that MAG acquired Ovation Wealth Advisors and rebranded to Carson Wealth as part of a strategic deal in which Carson Group is taking a 30% equity stake in MAG.
The new Carson Wealth office will oversee $350 million in assets under management (AUM) and be the first Carson Wealth branded location in Minnesota, the firms said. Its team of eight will be headed by Jeremy Willner, Founder and CEO of MAG Wealth Management, and his son, Hayden Willner, Partner and Wealth Advisor. MAG acquired Premier Financial Resources in 2022.
“Our journey with Carson Group, from coaching to partnership and now to equity participation, demonstrates the power of aligning with a national brand,” Jeremy Willner said.
“This partnership represents a pivotal moment in our firm’s journey, offering a compelling path for us to overcome growth plateaus and secure our legacy,” he added. “By aligning with Carson Group, not only are we enhancing our capabilities but also solidifying our commitment to our clients by ensuring a lasting legacy for our firm for years to come.”
“With the addition of Jeremy and his team, we continue to strengthen our Midwest presence and gain a proven team dedicated to client service and multi-generational planning,” said Burt White, CEO of Carson Group.
“Their expertise in inorganic growth strategies will enhance our entire network as we continue to evolve in this dynamic industry,” added White. “Our partnership exemplifies our commitment to empowering advisors by offering the scale, technology and operational support that enable firms to focus on client relationships and growth.”
The deal also addresses succession planning for Willner’s firm, which will maintain its current locations in Paynesville, Little Falls and Minneapolis, Minnesota.
Carson Group manages $38 billion in assets and serves over 50,000 client families with more than 150 partner offices, including more than 50 Carson Wealth locations.
In October, Carson Group acquired Fairmont, Minnesota-based Sweet Financial Partners, a 12-person team with $1 billion in client assets that was Carson’s second largest deal so far. In September, Carson Wealth expanded its Montana presence through a strategic partnership with Billings-based True North Financial, now branded as Carson Wealth | True North Financial.
In August, Carson Group recruited Amarillo, Texas-based Shane Hall Financial.
Jeff Berman, Contributing Editor and Reporter at Wealth Solutions Report, can be reached at jberman@wealthsolutionsreport.com.
