Atlanta-based RIA Merit Financial Advisors selected wealthtech firm OneVest as a technology partner to standardize workflows, streamline advisor onboarding and support post-acquisition integration as Merit continues to grow through acquisitions, the firms announced on Thursday.
“This is Merit and OneVest’s first partnership,” a OneVest spokesperson told WSR.
“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,” according to 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,” he added. “OneVest is that partner, offering the technology designed for the scale we are achieving today and the innovation we need for tomorrow.”
OneVest’s platform will help Merit accelerate advisor integration, automate administrative burdens, and unify multi-custodial, performance and financial planning data into one interface for clients, the companies said.
“Merit is a visionary firm that understands technology is no longer just a support function, it is a competitive differentiator,” Amar Ahluwalia, CEO of OneVest, said in the news release.
He added, “Our platform was engineered to be the premier choice for the elite wealth enterprise, providing the battle-tested, high-velocity power required for firms like Merit to scale without limits. 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.”
Merit targets 15 additional acquisitions in 2026, following a doubling of client assets to more than $24 billion last year.
Other OneVest customers include ATB Financial, Wellington-Altus Private Wealth and Westwood Wealth Management, the OneVest spokesperson told WSR.
OneVest announced last year that it raised $20 million in a Series B funding round.
Merit has more than 55 offices and managed $24.69 billion in assets as of Jan. 1, including $17.86 billion in advisory assets, $2.73 billion in brokerage assets, $2.3 billion in retirement assets and $1.8 billion in an employee stock ownership plan (ESOP), it said.
Acquisitions that Merit announced in 2025 included Zimmermann Investment Management & Planning, a New Cumberland, Pennsylvania-based firm with $739 million in client assets.
In November, Merit appointed Alex Hansen as Chief Advisor Success Officer and Brian Brashaw as Vice President of Employer Plan Solutions.
Jeff Berman, Contributing Editor and Reporter at Wealth Solutions Report, can be reached at jeff.berman@wealthsolutionsreport.com.
