Merit Financial Group, LLC — 13F Holdings & Portfolio

CIK 1621225 · latest 13F-HR filed 2026-07-20

Merit Financial Group, LLC manages $16.38B in 13F-reported U.S. long-equity assets across 10,700 reported positions as of its 2026-06-30 13F-HR filing. Its largest disclosed positions are VUG (2.58%), IUSG (2.39%), QLTY (2.14%). Quarter over quarter (versus its 2026-03-31 filing) the fund opened 319 new positions and exited 109; 1,258 existing positions rose in reported value and 430 fell.

AUM is the long-equity portion reported on Form 13F-HR. Excludes short positions, cash, foreign holdings, and non-13F assets. For informational purposes only — not investment advice.

Loading holdings…
AUM
$16.38B

Long-equity book

Holdings
10,700

Distinct positions

Period
2026-06-30

Filed 2026-07-20

Q/Q Activity
+319 / −109 / ↑1258 / ↓430

vs 2026-03-31

Portfolio charts

Latest quarter's book, what changed, and how the portfolio has evolved across filings.

Firm Profile & Key People

As of the firm’s regulatory filing dated Sep 24, 2026.

Assets Under Management
$23.88B
Discretionary
$23.87B
Employees
470
Accounts
20,710
Address
2400 LAKEVIEW PARKWAY
SUITE 550
ALPHARETTA, GA 30009
Phone
(678) 867-7050
Name Title / Status Ownership Type
Andrew, Brian ControlCHIEF INVESTMENT OFFICER
since Jan 2024
Less than 5%Individual
BAXLEY, JOHN, DOUGLAS ControlCHIEF COMPLIANCE OFFICER
since Nov 2023
Less than 5%Individual
KENT, RICK, LEE ControlCHIEF EXECUTIVE OFFICER
since Mar 1997
Less than 5%Individual
LEE, CHRISSY, A ControlCHIEF OPERATING OFFICER
since Oct 2022
Less than 5%Individual
MARTIN, JOHN W. IV ControlGENERAL COUNSEL
since Oct 2025
Less than 5%Individual
MAYHUE, KAY, LYNN ControlPRESIDENT
since Nov 2017
Less than 5%Individual
MERIT INTERMEDIATE HOLDINGS, LLC ControlHOLDING COMPANY OWNER OF THE INVESTMENT ADVISER
since Mar 2022
75% or moreDomestic Entity
Moore, Douglas, Ralph ControlCFO
since May 2026
Less than 5%Individual
MERIT HOLDINGS, LLC Control
Indirect owner via MERIT INTERMEDIATE HOLDINGS, LLC
MEMBER
since Mar 2022
75% or moreDomestic Entity
Ownership & leadership changes · 19 filings with changes since Jan 31, 2012

From the firm’s regulatory filings, newest first. Dates are filing dates: a filing that no longer lists someone does not say when they left.

Sep 24, 2026 filing
  • No longer listedCOLES, JOSEPH H · CHIEF FINANCIAL OFFICER · Less than 5% · control person · listed since Feb 2026
  • AddedMoore, Douglas, Ralph · CFO · Less than 5% · control person
Mar 31, 2026 filing
  • No longer listedMitchell, Michael, Kevin · CHIEF FINANCIAL OFFICER · Less than 5% · control person · listed since Jan 2023
  • AddedAndrew, Brian · CHIEF INVESTMENT OFFICER · Less than 5% · control person
  • AddedCOLES, JOSEPH H · CHIEF FINANCIAL OFFICER · Less than 5% · control person
  • AddedMARTIN, JOHN W. IV · GENERAL COUNSEL · Less than 5% · control person
Sep 12, 2025 filing
  • No longer listedASPIRE HOLDINGS, LLC · MEMBER · 75% or more · indirect via PROJECT ALPHA ACQUISITION, LLC · control person · listed since Mar 2022
  • No longer listedHGGC FUND VI - A, L.P. · MEMBER · 50–75% · indirect via ASPIRE HOLDINGS, LLC · control person · listed since Mar 2022
  • No longer listedKENT, RICK, LEE · SHAREHOLDER · 75% or more · indirect via MERIT FINANCIAL, INC. · control person · listed since Mar 2022
  • No longer listedMERIT FINANCIAL, INC. · MEMBER · 25–50% · indirect via MERIT HOLDINGS, LLC · control person · listed since Mar 2022
  • No longer listedPROJECT ALPHA ACQUISITION, LLC · MEMBER · 25–50% · indirect via MERIT HOLDINGS, LLC · control person · listed since Mar 2022
Nov 25, 2024 filing
  • No longer listedGILL, RICHARD, PASCHALL · ELECTED MANAGER · General partner, trustee or manager · indirect via MERIT HOLDINGS, LLC · control person · listed since Mar 2022
  • No longer listedKalbaugh, Andy · ELECTED MANAGER · General partner, trustee or manager · indirect via MERIT HOLDINGS, LLC · control person · listed since Mar 2022
  • No longer listedSCLAFANI, RAYMOND, S · ELECTED MANAGER · General partner, trustee or manager · indirect via MERIT HOLDINGS, LLC · control person · listed since Mar 2022
Nov 21, 2024 filing
  • No longer listedMERIT HOLDINGS, LLC · HOLDING COMPANY OWNER OF THE INVESTMENT ADVISER · 75% or more · control person · listed since Mar 2022
  • No longer listedMERIT INTERMEDIATE HOLDINGS, LLC · INTERMEDIATE HOLDING COMPANY OWNER OF INVESTMENT ADVISER · 75% or more · indirect via MERIT HOLDINGS, LLC · control person · listed since Jan 2022
  • AddedASPIRE HOLDINGS, LLC · MEMBER · 75% or more · indirect via PROJECT ALPHA ACQUISITION, LLC · control person
  • AddedGILL, RICHARD, PASCHALL · ELECTED MANAGER · General partner, trustee or manager · indirect via MERIT HOLDINGS, LLC · control person
  • AddedHGGC FUND VI - A, L.P. · MEMBER · 50–75% · indirect via ASPIRE HOLDINGS, LLC · control person
  • AddedKalbaugh, Andy · ELECTED MANAGER · General partner, trustee or manager · indirect via MERIT HOLDINGS, LLC · control person
  • AddedPROJECT ALPHA ACQUISITION, LLC · MEMBER · 25–50% · indirect via MERIT HOLDINGS, LLC · control person
  • AddedSCLAFANI, RAYMOND, S · ELECTED MANAGER · General partner, trustee or manager · indirect via MERIT HOLDINGS, LLC · control person
  • Listed againKENT, RICK, LEE · SHAREHOLDER · 75% or more · indirect via MERIT FINANCIAL, INC. · control person
  • Listed againMERIT FINANCIAL, INC. · MEMBER · 25–50% · indirect via MERIT HOLDINGS, LLC · control person
  • Listed againMERIT HOLDINGS, LLC · MEMBER · 75% or more · indirect via MERIT INTERMEDIATE HOLDINGS, LLC · control person
  • Listed againMERIT INTERMEDIATE HOLDINGS, LLC · HOLDING COMPANY OWNER OF THE INVESTMENT ADVISER · 75% or more · control person
Nov 6, 2023 filing
  • AddedBAXLEY, JOHN, DOUGLAS · CHIEF COMPLIANCE OFFICER · Less than 5% · control person
  • ChangedLEE, CHRISSY, A · title CHIEF OPERATING OFFICER/CCO → CHIEF OPERATING OFFICER
Mar 30, 2023 filing
  • No longer listedBLANTON, DOUGLAS, LEE · CHIEF INVESTMENT OFFICER / CHIEF FINANCIAL OFFICER · Less than 5% · control person · listed since Oct 2017
  • No longer listedCHRISTENSEN, MARK, ROALD · CHIEF COMPLIANCE OFFICER · Less than 5% · listed since Jan 2022
  • No longer listedMERIT FINANCIAL, INC. · OWNER · 25–50% · indirect via MERIT HOLDINGS, LLC · control person · listed since Oct 2011
  • No longer listedMERIT HOLDINGS, LLC · HOLDING COMPANY OWNER OF INVESTMENT ADVISER · 75% or more · indirect via MERIT INTERMEDIATE HOLDINGS, LLC · control person · listed since Jan 2022
  • No longer listedMERIT INTERMEDIATE HOLDINGS, LLC · INTERMEDIATE HOLDING COMPANY OWNER OF THE INVESTMENT ADVISER · 75% or more · control person · listed since Mar 2022
  • No longer listedPROJECT ALPHA ACQUISTION, LLC · OWNER · 25–50% · indirect via MERIT HOLDINGS, LLC · listed since Dec 2020
  • AddedMERIT INTERMEDIATE HOLDINGS, LLC · INTERMEDIATE HOLDING COMPANY OWNER OF INVESTMENT ADVISER · 75% or more · indirect via MERIT HOLDINGS, LLC · control person
  • AddedMitchell, Michael, Kevin · CHIEF FINANCIAL OFFICER · Less than 5% · control person
  • Listed againMERIT HOLDINGS, LLC · HOLDING COMPANY OWNER OF THE INVESTMENT ADVISER · 75% or more · control person
  • ChangedLEE, CHRISSY, A · title CHIEF OPERATING OFFICER → CHIEF OPERATING OFFICER/CCO
Nov 23, 2022 filing
  • AddedLEE, CHRISSY, A · CHIEF OPERATING OFFICER · Less than 5% · control person
Apr 1, 2022 filing
  • No longer listedMERIT HOLDINGS, LLC · HOLDING COMPANY OWNER OF INVESTMENT ADVISER · 75% or more · control person · listed since Jan 2022
  • No longer listedPROJECT ALPHA ACQUISITION, LLC · MEMBER · 25–50% · listed since Dec 2020
  • No longer listedPROJECT ALPHA AZQUISTION, LLC · OWNER · 25–50% · indirect via MERIT HOLDINGS, LLC · listed since Dec 2020
  • AddedMERIT HOLDINGS, LLC · HOLDING COMPANY OWNER OF INVESTMENT ADVISER · 75% or more · indirect via MERIT INTERMEDIATE HOLDINGS, LLC · control person
  • AddedMERIT INTERMEDIATE HOLDINGS, LLC · INTERMEDIATE HOLDING COMPANY OWNER OF THE INVESTMENT ADVISER · 75% or more · control person
  • AddedPROJECT ALPHA ACQUISTION, LLC · OWNER · 25–50% · indirect via MERIT HOLDINGS, LLC
Feb 3, 2022 filing
  • No longer listedCATAPULT INVESTMENTS, LLC · MANAGING MEMBER · 75% or more · indirect via PROJECT ALPHA ACQUISITION, LLC · listed since Dec 2020
  • No longer listedHGGC FUND IV-A, LP · PARTNER · 75% or more · indirect via CATAPULT INVESTMENTS, LLC · listed since Dec 2020
  • No longer listedKENT, RICK, LEE · PRESIDENT · 75% or more · indirect via MERIT FINANCIAL, INC. · control person · listed since Mar 1997
  • No longer listedMAYHUE, KAY, LYNN · MANAGING MEMBER · 75% or more · indirect via WISDOM THEORY FINANCIAL HOLDINGS, LLC · control person · listed since Aug 2017
  • No longer listedMERIT FINANCIAL, INC. · OWNER · 25–50% · control person · listed since Oct 2011
  • No longer listedSHARP ADVISORS, INC. · OWNER · 5–10% · listed since Jan 2020
  • No longer listedSTRAUB, KELLY, LEE · PRESIDENT · 75% or more · indirect via SHARP ADVISORS, INC. · control person · listed since Jan 2008
  • No longer listedWISDOM THEORY FINANCIAL HOLDINGS, LLC · OWNER · 5–10% · listed since Oct 2017
  • No longer listedWOOD, AMELIA, BABASA · CHIEF COMPLIANCE OFFICER / CHIEF OPERATING OFFICER · Less than 5% · listed since Oct 2017
  • AddedCHRISTENSEN, MARK, ROALD · CHIEF COMPLIANCE OFFICER · Less than 5%
  • AddedMAYHUE, KAY, LYNN · PRESIDENT · Less than 5% · control person
  • AddedMERIT FINANCIAL, INC. · OWNER · 25–50% · indirect via MERIT HOLDINGS, LLC · control person
  • AddedMERIT HOLDINGS, LLC · HOLDING COMPANY OWNER OF INVESTMENT ADVISER · 75% or more · control person
  • AddedPROJECT ALPHA AZQUISTION, LLC · OWNER · 25–50% · indirect via MERIT HOLDINGS, LLC
  • ChangedBLANTON, DOUGLAS, LEE · now a control person
Older changes (10 more filings)
Jan 29, 2021 filing
  • No longer listedOWENBY, JOSEPH, L · MANAGING MEMBER · 75% or more · indirect via SANS SOUCI SOLUTIONS, LLC · control person · listed since May 2020
  • No longer listedSANS SOUCI SOLUTIONS, LLC · OWNER · 10–25% · listed since Jun 2020
  • AddedCATAPULT INVESTMENTS, LLC · MANAGING MEMBER · 75% or more · indirect via PROJECT ALPHA ACQUISITION, LLC
  • AddedHGGC FUND IV-A, LP · PARTNER · 75% or more · indirect via CATAPULT INVESTMENTS, LLC
  • AddedPROJECT ALPHA ACQUISITION, LLC · MEMBER · 25–50%
  • ChangedMERIT FINANCIAL, INC. · ownership 50–75% → 25–50%
  • ChangedWISDOM THEORY FINANCIAL HOLDINGS, LLC · ownership 10–25% → 5–10%
Sep 1, 2020 filing
  • No longer listedOWENBY, JOSEPH, L · MANAGING MEMBER · 75% or more · indirect via SAN SOUCI SOLUTIONS, LLC · control person · listed since May 2020
  • No longer listedSAN SOUCI SOLUTIONS, LLC · OWNER · 10–25% · listed since Jun 2020
  • AddedOWENBY, JOSEPH, L · MANAGING MEMBER · 75% or more · indirect via SANS SOUCI SOLUTIONS, LLC · control person
  • AddedSANS SOUCI SOLUTIONS, LLC · OWNER · 10–25%
  • AddedSHARP ADVISORS, INC. · OWNER · 5–10%
  • AddedSTRAUB, KELLY, LEE · PRESIDENT · 75% or more · indirect via SHARP ADVISORS, INC. · control person
Jul 24, 2020 filing
  • No longer listedFINANCIAL DEVELOPMENT SYSTEMS, LLC · OWNER · 10–25% · listed since Oct 2017
  • No longer listedGERHARD, GREGORY, VINCENT · MEMBER · General partner, trustee or manager · indirect via FINANCIAL DEVELOPMENT SYSTEMS, LLC · listed since Oct 2017
  • No longer listedOWENBY, JOSEPH, L · MANAGING MEMBER · 75% or more · indirect via FINANCIAL DEVELOPMENT SYSTEMS, LLC · control person · listed since Mar 2012
  • AddedOWENBY, JOSEPH, L · MANAGING MEMBER · 75% or more · indirect via SAN SOUCI SOLUTIONS, LLC · control person
  • AddedSAN SOUCI SOLUTIONS, LLC · OWNER · 10–25%
Mar 29, 2019 filing
  • ChangedKENT, RICK, LEE · title CHIEF COMPLIANCE OFFICER → CHIEF EXECUTIVE OFFICER
  • ChangedWOOD, AMELIA, BABASA · title CHIEF OPERATING OFFICER → CHIEF COMPLIANCE OFFICER / CHIEF OPERATING OFFICER
Mar 29, 2018 filing
  • AddedBLANTON, DOUGLAS, LEE · CHIEF INVESTMENT OFFICER / CHIEF FINANCIAL OFFICER · Less than 5%
  • AddedGERHARD, GREGORY, VINCENT · MEMBER · General partner, trustee or manager · indirect via FINANCIAL DEVELOPMENT SYSTEMS, LLC
  • AddedWOOD, AMELIA, BABASA · CHIEF OPERATING OFFICER · Less than 5%
Oct 27, 2017 filing
  • AddedFINANCIAL DEVELOPMENT SYSTEMS, LLC · OWNER · 10–25%
  • AddedMAYHUE, KAY, LYNN · MANAGING MEMBER · 75% or more · indirect via WISDOM THEORY FINANCIAL HOLDINGS, LLC · control person
  • AddedOWENBY, JOSEPH, L · MANAGING MEMBER · 75% or more · indirect via FINANCIAL DEVELOPMENT SYSTEMS, LLC · control person
  • AddedWISDOM THEORY FINANCIAL HOLDINGS, LLC · OWNER · 10–25%
  • ChangedMERIT FINANCIAL, INC. · ownership 75% or more → 50–75%
Oct 10, 2016 filing
  • No longer listedAFSG LLC · OWNER · 5–10% · control person · listed since Jan 2012
  • No longer listedDAVIS, DENNIS, L. · MEMBER · 75% or more · indirect via AFSG LLC · control person · listed since Oct 2011
Mar 30, 2016 filing
  • No longer listedCPA RETIREMENT NETWORK INC. · OWNER · 25–50% · control person · listed since Jan 2012
  • No longer listedTRAER, WILLIAM, MONTGOMERY · PRESIDENT · 75% or more · indirect via CPA RETIREMENT NETWORK INC. · control person · listed since Jan 2011
  • ChangedMERIT FINANCIAL, INC. · ownership 50–75% → 75% or more
Mar 13, 2012 filing
  • No longer listedKENT, RICK, LEE · MEMBER · 50–75% · indirect via AFSG LLC · control person · listed since Jun 2004
  • ChangedDAVIS, DENNIS, L. · indirect via AFSG LLC: ownership 25–50% → 75% or more
Jan 31, 2012 filing (earliest on record)
  • ListedAFSG LLC · OWNER · 5–10% · control person
  • ListedCPA RETIREMENT NETWORK INC. · OWNER · 25–50% · control person
  • ListedDAVIS, DENNIS, L. · MEMBER · 25–50% · indirect via AFSG LLC · control person
  • ListedKENT, RICK, LEE · CHIEF COMPLIANCE OFFICER · Less than 5% · control person
  • ListedKENT, RICK, LEE · PRESIDENT · 75% or more · indirect via MERIT FINANCIAL, INC. · control person
  • ListedKENT, RICK, LEE · MEMBER · 50–75% · indirect via AFSG LLC · control person
  • ListedMERIT FINANCIAL, INC. · OWNER · 50–75% · control person
  • ListedTRAER, WILLIAM, MONTGOMERY · PRESIDENT · 75% or more · indirect via CPA RETIREMENT NETWORK INC. · control person

Quarter-over-quarter changes

Changes in reported position value vs the prior 13F, so price moves count too, not just shares bought or sold.

Top Adds (vs prior quarter)

Show all 1258 →

Top Trims

Show all 430 →

Merit Financial Group, LLC Holdings (2026-06-30)

Rows tagged Call or Put are options positions, not stock. Per SEC Form 13F-HR, Value shows the notional value of the underlying (shares covered × underlying price), not the option premium. Shares is the number of underlying shares covered (divide by 100 for contract count).

# Issuer Symbol CUSIP Value Weight Shares Type
1 VANGUARD INDEX FDS VUG 922908736 $422.2M 2.58% 4,901,570 SH
2 ISHARES TR IUSG 464287671 $392.0M 2.39% 2,084,063 SH
3 GMO ETF TRUST QLTY 90139K100 $350.6M 2.14% 8,424,131 SH
4 ISHARES TR IUSV 464287663 $327.3M 2.00% 2,970,971 SH
5 VANGUARD WORLD FD MGK 921910816 $317.8M 1.94% 3,614,721 SH
6 BLACKROCK ETF TRUST DYNF 09290C103 $306.0M 1.87% 4,499,310 SH
7 APPLE INC AAPL 037833100 $284.2M 1.74% 982,265 SH
8 VANGUARD WORLD FD MGV 921910840 $268.7M 1.64% 1,643,635 SH
9 ISHARES TR IVV 464287200 $259.1M 1.58% 345,950 SH
10 STATE STR SPDR S&P 500 ETF T Put SPY 78462F103 $226.6M 1.38% 303,400 SH
11 VANGUARD INDEX FDS VTV 922908744 $220.4M 1.35% 1,011,267 SH
12 BLACKROCK ETF TRUST CORO 09290C764 $210.1M 1.28% 5,740,184 SH
13 NVIDIA CORPORATION NVDA 67066G104 $185.0M 1.13% 924,416 SH
14 SPDR SERIES TRUST SPTI 78464A672 $183.0M 1.12% 6,446,624 SH
15 INVESCO QQQ TR QQQ 46090E103 $177.6M 1.08% 241,231 SH
16 AMERICAN CENTY ETF TR AVNM 025072174 $177.1M 1.08% 2,149,759 SH
17 VANGUARD INDEX FDS VOO 922908363 $175.9M 1.07% 256,051 SH
18 MICROSOFT CORP MSFT 594918104 $156.4M 0.95% 419,175 SH
19 SPDR INDEX SHS FDS XCNY 78463X848 $152.4M 0.93% 3,746,335 SH
20 VICTORY PORTFOLIOS II USTB 92647N535 $148.8M 0.91% 2,939,508 SH
21 ISHARES TR GOVT 46429B267 $147.5M 0.90% 6,477,052 SH
22 VICTORY PORTFOLIOS II VFLO 92647X830 $147.2M 0.90% 3,218,076 SH
23 VICTORY PORTFOLIOS II UBND 92647X863 $143.7M 0.88% 6,613,424 SH
24 BLACKROCK ETF TRUST II BINC 092528603 $138.2M 0.84% 2,640,845 SH
25 ISHARES TR MBB 464288588 $135.5M 0.83% 1,433,265 SH
26 ISHARES INC IEMG 46434G103 $134.3M 0.82% 1,620,935 SH
27 VANGUARD INDEX FDS VO 922908629 $133.0M 0.81% 1,650,715 SH
28 BLACKROCK ETF TRUST BAI 09290C780 $118.2M 0.72% 2,241,239 SH
29 ISHARES TR EFV 464288877 $115.6M 0.71% 1,510,228 SH
30 AMAZON COM INC AMZN 023135106 $113.8M 0.69% 477,531 SH
31 VANGUARD INDEX FDS VTI 922908769 $102.5M 0.63% 276,939 SH
32 CAPITAL GROUP CORE EQUITY ET CGUS 14020V108 $100.9M 0.62% 2,268,357 SH
33 VANGUARD INDEX FDS VB 922908751 $99.5M 0.61% 328,385 SH
34 ISHARES TR MTUM 46432F396 $93.6M 0.57% 272,998 SH
35 ALPHABET INC GOOGL 02079K305 $91.9M 0.56% 257,151 SH
36 VANGUARD BD INDEX FDS BND 921937835 $91.4M 0.56% 1,245,361 SH
37 CAPITAL GROUP GROWTH ETF CGGR 14020G101 $90.9M 0.55% 1,925,642 SH
38 CAPITAL GROUP DIVIDEND VALUE CGDV 14020W106 $86.0M 0.53% 1,746,007 SH
39 JANUS DETROIT STR TR JAAA 47103U845 $85.5M 0.52% 1,692,680 SH
40 ALPHABET INC GOOG 02079K107 $79.3M 0.48% 224,556 SH
41 UNITED PARCEL SVCS INC UPS 911312106 $76.4M 0.47% 710,472 SH
42 VANGUARD SCOTTSDALE FDS VMBS 92206C771 $75.7M 0.46% 1,616,606 SH
43 GLOBAL X FDS SHLD 37960A529 $70.0M 0.43% 1,172,400 SH
44 ISHARES TR EFG 464288885 $67.7M 0.41% 544,481 SH
45 BLACKROCK ETF TRUST THRO 09290C806 $67.0M 0.41% 1,554,856 SH
46 JPMORGAN CHASE & CO JPM 46625H100 $66.0M 0.40% 201,493 SH
47 VANGUARD TAX-MANAGED FDS VEA 921943858 $65.3M 0.40% 916,669 SH
48 SPDR SERIES TRUST BIL 78468R663 $62.0M 0.38% 677,106 SH
49 SCHWAB STRATEGIC TR SCHG 808524300 $61.4M 0.37% 1,814,326 SH
50 BROADCOM INC AVGO 11135F101 $60.7M 0.37% 160,751 SH
Filing History
Period Filed AUM Holdings Accession
2026-06-30 2026-07-17 $16.38B 8,134 0001621225-26-000006
2026-06-30 2026-07-20 $16.38B 10,700 0001621225-26-000007
2026-03-31 2026-04-15 $13.46B 7,348 0001621225-26-000005
2025-12-31 2026-01-26 $12.47B 6,866 0001621225-26-000003
Filer Information
Address
2400 LAKEVIEW PARKWAY
SUITE 550
ALPHARETTA, GA 30009
Phone
(678) 867-7050
Filing Manager
Merit Financial Group, LLC
ALPHARETTA, GA
Signatory
Doug Baxley
CCO