AMP Wealth Management

What AMP Wealth Management does

AMP Wealth Management was a Whitefish Bay, Wisconsin-based registered investment adviser founded in 1994 by Dr. Jerome Mahalick to provide academically grounded, research-driven investment management primarily to medical and dental professionals. The firm operates a disciplined investment management process that combines concentration with insightful flexibility, leveraging periodic portfolio adaptations within an internally developed framework to pursue stable, consistent returns across varying market environments.

AMP's product platform comprises three proprietary strategies: Quantfolios — risk-based mutual fund allocations designed to adapt to market conditions; The Income Generating Portfolio, an enhanced fixed income management strategy introduced in 1997; and the Rising Dividend Strategy, an equity strategy introduced in 2006 that targets companies with strong dividend-paying track records and sound business fundamentals. Distribution is conducted through direct, personalized advisory relationships, with client acquisition historically driven by referrals within the medical/dental professional community; the firm has no public app, API, or digital marketing presence.

The firm monetized through recurring, fee-based investment management charges calculated against assets under management, with no publicly disclosed pricing schedule. Effective June 24, 2025, AMP Wealth Management was acquired by Merit Financial Advisors, a Georgia-based RIA backed by HGGC's Aspire Holdings, adding approximately $365 million in AUM to the combined entity. Following the transaction, AMP operates as an integrated division of Merit Financial Group, LLC, retaining its local Whitefish Bay team and office while gaining access to Merit's broader wealth management, tax, insurance, and business-owner solutions platform.

Name

AMP Wealth Management

Legal name

Merit Financial Group, LLC

Website

https://ampinvestment.com

Company type

Private

Founded year

1994

Operating status

Acquired

Headcount range

1–10 employees

Short description

AMP Wealth Management is a Wisconsin-based registered investment adviser founded in 1994 that provides disciplined, research-driven portfolio management strategies — including Quantfolios, an Income Generating Portfolio, and a Rising Dividend Strategy — primarily to medical, dental, and individual clients, now operating under Merit Financial Advisors following its June 2025 acquisition.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive/Full-Service RIAs & Independent Wealth Managers (FSAAACAA)

akta.pro secondary industries

Specialized/Niche-Vertical RIAs (e.g., Medical, Tech, Executives, Athletes) (FSAAACAL), Investment Management Advisory (RIA) (FSAEAAAB)

Keywords

• Wealth management services
• Investment management
• Financial planning
• Retirement planning
• Portfolio management

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Investment Management Fees: Fee-based investment management services for wealth management clients, providing stable consistent returns through disciplined investment processes

Distribution channels1 record

Marketing channels1 record

Core offering

AMP Wealth Management provides discretionary investment management and financial planning services to individual clients, primarily medical and dental professionals. The firm delivers diversified portfolio strategies built on rigorous research and analysis, including risk-based mutual fund allocations, enhanced fixed income management, and dividend-equity strategies, with periodic portfolio adaptations to pursue stable returns across varying market conditions.

Product overview

AMP Wealth Management is an investment firm offering a suite of disciplined investment management products. The core offerings include Quantfolios (risk-based mutual fund allocations that adapt to market conditions), the Income Generating Portfolio (enhanced fixed income management developed in 1997), and the Rising Dividend Strategy (an equity strategy targeting strong dividend-paying companies formulated in 2006). These diversified strategies are built on rigorous research and analysis, with periodic portfolio adaptations using AMP's developed structure, seeking to provide stable, consistent returns in varying market conditions.

Differentiator

Problem solved

Functional benefit

Brands

• Quantfolios: Risk-based mutual fund allocations developed by AMP Wealth Management that adapt to market environment.
• The Income Generating Portfolio
• Rising Dividend Strategy

Products and services

• Quantfolios
• Income Generating Portfolio
• Rising Dividend Strategy
• Wealth Management & Financial Planning

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Merit Financial AdvisorscoreStrategic or Co-development Partner · 24 June 2025AMP Wealth Management was acquired by Merit Financial Advisors, a Georgia-based wealth management firm. The merger effective June 24, 2025, combines AMP's established presence in Wisconsin with Merit Financial Advisors' broader platform, providing clients with expanded support and services while maintaining the same local team and office.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Merit Financial Advisors: Merit Financial Advisors is the Georgia-based RIA that acquired AMP Wealth Management in June 2025. It provides comprehensive wealth management, financial planning, tax, and insurance services to similar mid-market professional clients, making it the closest direct comparable in business model and client profile.
• Modera Wealth Management: Modera Wealth Management is a fee-only RIA providing comprehensive financial planning and investment management to professionals and households. It is highly comparable to AMP in terms of fee-based model, professional client focus, and mid-market positioning.
• Kovack Advisors: Kovack Advisors is an SEC-registered RIA offering wealth management and financial planning services. Comparable to AMP in scope of services and mid-sized RIA positioning, though it serves a broader client base rather than specializing in medical/dental professionals.
• Halbert Hargrove: Halbert Hargrove is a long-standing independent RIA providing wealth management to high-net-worth individuals and professionals. Comparable to AMP for its fee-based model, professional client base, and similar tenure as an independent advisory firm.

Broad incumbents

• Mariner Wealth Advisors: Mariner Wealth Advisors is a large national RIA platform offering comprehensive wealth management services to individuals and institutions. It serves as a broader incumbent comparable given its similar fee-based model and focus on professional and high-net-worth clients, but at significantly greater scale than AMP.
• Creative Planning: Creative Planning is one of the largest independent RIAs in the U.S., offering wealth management, financial planning, and tax services to a broad client base including professionals and business owners. It is comparable as a scaled full-service RIA platform serving similar client archetypes as AMP.
• Carson Wealth: Carson Group (formerly Carson Wealth) is a large RIA platform serving financial advisors and their clients with comprehensive wealth management services. Comparable to AMP for its fee-based advisory model serving professional clients, though operating at significantly larger scale.
• Edelman Financial Engines: Edelman Financial Engines is one of the largest independent RIAs in the U.S., serving a broad professional and mass-affluent client base with wealth management and financial planning services. Comparable as a scaled RIA serving similar professional client segments as AMP.

Emerging players

• Facet Wealth: Facet Wealth is a digital-first RIA offering flat-fee financial planning and investment management to professionals and households. Comparable to AMP for its professional client focus, though differentiated by a technology-driven delivery model versus AMP's traditional advisor-led approach.

Others

• HGGC Aspire Holdings: HGGC's Aspire Holdings is the private equity platform that backed Merit Financial Advisors' acquisition of AMP. While not a direct peer, it represents the broader RIA consolidation thesis and rollup strategy that has been reshaping the independent wealth management space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/meritfinadvisor
• YouTubeyoutube.com/channel/UCQ1Zjf9q0QYUzphqpwT5UZw
• Facebookfacebook.com/MeritFinancialGroup
• LinkedInlinkedin.com/company/atc-turizm-ve-bilisim-san.-tic.-ltd.-sti.
• Instagraminstagram.com/meritfinadvisor

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AMP Wealth Management