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Merit Financial Group, LLC
Rick Kent · Investment Advisor · Multi-Strategy
Merit Financial Group, LLC, doing business as Merit Financial Advisors, is a national wealth management firm headquartered in Alpharetta, Georgia. Founded in 1998, the firm provides comprehensive financial planning and investment advisory services, specializing in helping high-net-worth individuals, families, and business owners navigate significant life transitions. As an SEC-registered investment advisor, Merit supports both independent broker-dealer and RIA models. The firm has grown significantly through strategic acquisitions and partnerships, managing over $20 billion in assets across more than 55 offices in the United States. Merit is committed to a fiduciary standard, delivering objective, independent advice and personalized wealth management solutions designed to achieve sustainable long-term financial goals for its diverse client base.
Simulated Performance
| Metric | Value |
|---|---|
| Total return | +15.9% |
| YTD return | +9.9% |
| Sharpe ratio | 3.27 |
| Win rate | 51% |
| AUM | $2.2B |
| Inception | Oct 1, 2025 |
| Updated | Sep 11, 2026 |
Institution Status
| Field | Value |
|---|---|
| AUM | $2.2B |
| Turnover | Low (<15%) |
| Avg holding | 18 Months |
| Inception | Oct 1, 2025 |
| Website | https://www.meritfinancialadvisors.com/ |
Current Holdings
Updated on Sep 11, 2026.
| Ticker | Name | Portfolio % | Return |
|---|---|---|---|
| AAPL | Apple Inc | 16.7% | +27.7% |
| NVDA | NVIDIA Corporation | 13.1% | +14.8% |
| MSFT | Microsoft Corporation | 11.6% | -0.3% |
| GOOGL | Alphabet Inc Class A | 9.6% | +36.0% |
| AMZN | Amazon.com Inc | 7.2% | +13.6% |
| AVGO | Broadcom Inc | 5.4% | +7.8% |
| UPS | United Parcel Service Inc | 4.0% | +17.6% |
| JPM | JPMorgan Chase & Co | 4.0% | +12.3% |
| BRK-A | Berkshire Hathaway Inc | 3.9% | +3.0% |
| XOM | Exxon Mobil Corp | 3.0% | +43.9% |
| META | Meta Platforms Inc. | 2.6% | -7.7% |
| LLY | Eli Lilly and Company | 2.4% | +31.7% |
| JNJ | Johnson & Johnson | 2.4% | +41.3% |
| MU | Micron Technology Inc | 2.4% | +29.4% |
| WMT | Walmart Inc. Common Stock | 2.3% | +1.7% |
| PG | Procter & Gamble Company | 2.0% | -4.1% |
| COST | Costco Wholesale Corp | 1.9% | -2.6% |
| CAT | Caterpillar Inc | 1.9% | +22.3% |
| TSLA | Tesla Inc | 1.8% | +17.4% |
| CVX | Chevron Corp | 1.7% | +7.0% |
Recent activity
| Date | Action | Ticker | Weight |
|---|---|---|---|
| Aug 17, 2026 | BUY | PG | 1.9% → 2.0% |
| Aug 17, 2026 | BUY | META | 2.6% → 2.6% |
| Aug 17, 2026 | SELL | CAT | 1.8% → 1.9% |
| Aug 17, 2026 | BUY | JNJ | 2.4% → 2.4% |
| Aug 17, 2026 | BUY | MSFT | 11.6% → 11.6% |
Investment Style Analysis
Merit Financial Group, LLC is widely recognized for employing a Multi-Strategy strategy. As of Sep 11, 2026, the firm oversees approximately $2.2B in assets under management (AUM). The portfolio demonstrates a clear preference for the Semiconductors and Consumer Electronics sectors, reflecting a high-conviction approach to capital allocation.
Recent Market Moves
During the latest rebalancing period ending Aug 17, Merit Financial Group, LLC made a significant move by increasing exposure to PG. This adjustment aligns with the fund's dynamic approach to risk management and capital deployment in current market conditions.
Investment Philosophy
Merit's investment philosophy is built upon six core principles: independence, diversification, goal-based investing, flexibility, humility, and a fiduciary standard. The firm focuses on delivering objective advice tailored to each client's unique financial goals and risk tolerance, rather than focusing solely on market benchmarks. By diversifying portfolios to preserve wealth and maintaining the flexibility to adapt to changing market conditions, Merit aims to mitigate downside risk. Their approach emphasizes investing with a 'margin of preservation' and utilizes a disciplined process involving mutual funds, exchange-traded funds, and high-quality individual securities to build and protect long-term wealth through varying economic cycles.
Disclaimer
The content provided on this page, including the simulated portfolio performance, holdings analysis, and AI-generated insights, is for informational and educational purposes only. It does not constitute financial advice, investment recommendations, or an offer to buy or sell any securities. All data is derived from historical SEC 13F filings and other public disclosures, which have a reporting lag. The "Simulated Performance" is a hypothetical reconstruction based on past disclosures and does not represent the actual returns of the institution. Past performance is not indicative of future results. Tritonix.ai is not affiliated with Merit Financial Group, LLC.
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Frequently asked questions
How is the simulated portfolio for Merit Financial Group, LLC constructed?
This simulation is powered by Tritonix AI using official SEC filings. We focus on the "Best Ideas" by filtering for only the Top 20 largest holdings and rebalancing them to 100%. The simulation tracks performance starting from Oct 1, 2025. Our AI monitors for updates every Monday to capture major shifts. This concentrated approach highlights the manager's true stock-picking skill and mirrors their actual investment returns.
What is Merit Financial Group, LLC's largest holding?
As of the latest filing, Merit Financial Group, LLC's top position is Apple Inc (AAPL), representing 16.7% of the portfolio. This reflects a high-conviction bet by the institution.
What is Merit Financial Group, LLC's historical performance and risk profile?
Our simulation indicates a total return of +15.9% with a win rate of 51%. Notably, the portfolio maintains a Sharpe Ratio of 3.27, suggesting an exceptional level of risk-adjusted returns compared to the broader market.
What sectors does Merit Financial Group, LLC primarily invest in?
Merit Financial Group, LLC has a strong preference for the Semiconductors sector, which makes up 20.9% of their disclosed assets. The portfolio also has exposure to Consumer Electronics, indicating a specific thematic focus.
Is Merit Financial Group, LLC's portfolio concentrated or diversified?
Merit Financial Group, LLC runs a moderately concentrated portfolio with 20 disclosed positions. The top 3 holdings alone account for 41.4% of the total portfolio weight, suggesting a strategy that favors broader market exposure.
How has Merit Financial Group, LLC performed in 2026?
Our AI-simulated model portfolio for Merit Financial Group, LLC tracks a Year-to-Date (YTD) return of +9.9%. This metric helps investors gauge the institution's effectiveness in the current market environment.
Does Rick Kent manage Merit Financial Group, LLC directly?
Yes, Rick Kent serves as the key portfolio manager for Merit Financial Group, LLC, overseeing the investment strategy and final capital allocation decisions.