RIA Edge Podcast: Building a National RIA Brand Without Losing Identity with Kay Lynn Mayhue

Sep 30, 2025

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In this episode of the RIA Edge podcast, host David Armstrong speaks with Kay Lynn Mayhue, president of Merit Financial, about the firm’s approach to growth as it reaches $24 billion in assets under management and celebrates its 50th acquisition. Mayhue discusses Merit’s recent capital partnership with Constellation Wealth and how the firm balances aggressive M&A activity with organic growth initiatives.

Mayhue explains Merit’s three partnership models—succession, leadership, and growth—and how the firm has evolved to attract larger, more sophisticated advisory practices. She emphasizes Merit’s philosophy that organic growth responsibility belongs at the company level rather than with individual advisors, allowing advisors to focus on client relationships while the firm develops strategic alliances and referral programs to drive new business.

Key insights:

How Merit Financial maintains a unified brand across all 50+ offices, which Mayhue credits with creating operational efficiencies while still allowing advisors significant autonomy within established guardrails
How the firm’s approach to advisor efficiency varies based on client demographics and advisor growth potential, with top producers receiving additional support to maintain growth capacity
How strategic partnerships with CPAs, banks, and retirement plan advisors serve as critical organic growth channels for Merit advisors
How Merit’s leadership team development has been crucial to its scaling strategy, with Mayhue advising firms to hire strategic leadership positions earlier than they think necessary

Resources:

Listen to the RIA Edge Podcast on WealthManagement.com
Listen and Subscribe to the RIA Edge Podcast on Apple Podcasts
Listen and Subscribe to the RIA Edge Podcast on Spotify

Connect With David Armstrong:

Connect With Kay Lynn Mayhue:

About Our Guest:

Kay Lynn Mayhue, CFP®, AEP®, RFC®, has played many roles in the financial advisory industry: as a successor, partner, seller, and buyer. This unique and diverse background allows her to be able to relate to advisors in all phases of their careers and mergers and acquisitions.

With a background in financial planning and leadership, her career spans several areas, including advising clients, mergers and acquisitions, and strategic growth. Kay Lynn worked her way up from an entry-level position to earn her seat at the C-Suites table as President of Merit, which oversees $15.96 billion* in RIA and Brokerage assets under management. She holds her CFP®, AEP®, and RFC® and has been a critical decision-maker for two firms over the past twenty years.

Kay Lynn has overseen multiple mergers and acquisitions over the past four years and has been recognized for her position as a female leader in the financial services industry. She is passionate about helping people take their careers – and themselves – to exceptional levels. Kay Lynn’s influence in the industry and her drive for success a driving factors in Merit’s ongoing growth and appeal to growth-oriented advisors.