The Second Half Team
The Second Half Team is a five-member financial advisory practice in Sebring, Florida, that merged into Merit Financial Advisors on August 6, 2025. It specializes in retirement planning for Florida first responders and private-sector individuals navigating pensions, DROP programs, and life transitions.
- Company typePrivate
- Founded2009
- HeadquartersSebring, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Second Half Team does
The Second Half Team is a five-member financial advisory practice based in Sebring, Florida, that merged into Merit Financial Advisors (Merit Financial Group LLC, an SEC-registered investment adviser) effective August 6, 2025. The team specializes in guiding Florida first responders — law enforcement, firefighters, paramedics — who are approaching or already in retirement, with deep expertise in the FRS Investment Plan, City DROP programs, and city-specific municipal pension systems, including overtime/union coordination, survivor benefits, and pension/DROP paperwork support. It also serves private-sector individuals navigating retirement and other life transitions, acting as a relationship-led, high-touch practice rather than a digital or AI-driven platform.
The team's product set is the standard Merit advisory stack: financial planning, wealth management, retirement coordination, insurance planning, estate planning, tax planning and preparation, life-transitions advisory, and business-owner services. There is no proprietary technology layer; service delivery is conducted via direct client meetings at the Sebring office and by phone. Marketing and demand generation are inherited from Merit's broader infrastructure: website content, social media channels, email newsletters, webinars and events, and client referrals, with most client acquisition driven by community and referral networks within Florida's first-responder ecosystem.
Revenue mechanics are fee-based and recurring. Under Merit's pricing model, advisory services are billed as a percentage of assets under management (with financial planning included for managed-asset clients), and a separate flat-fee "Merit Compass" option is available for standalone planning engagements without ongoing asset management. Custody and brokerage are provided through LPL Financial, on whose broker-dealer platform Merit is ranked #3. The pod holds itself to a fiduciary standard, is employee-owned through Merit, and operates under SEC regulatory supervision — making compliance rather than technology the core operational backbone.
The Second Half Team firmographics
Firmographics- Name
- The Second Half Team
- Legal name
- Merit Financial Group LLC
- Website
- https://secondhalfteam.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Second Half Team is a five-member financial advisory practice in Sebring, Florida, that merged into Merit Financial Advisors on August 6, 2025. It specializes in retirement planning for Florida first responders and private-sector individuals navigating pensions, DROP programs, and life transitions.
- Ownership category
- akta.pro rank
The Second Half Team industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE)
- akta.pro secondary industries
- Financial Planning–Led RIAs (FSAAACAB), Retirement Plan Participant Advice & Managed Accounts (FSAEABAF), Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ)
Keywords
Where The Second Half Team is headquartered
LocationHeadquarters
- HQ city
- Sebring
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Second Half Team business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Financial Advisory Services: The Second Half Team provides comprehensive financial planning and wealth management services to first responders and private-sector individuals, helping clients navigate retirement benefits, pension systems, and life transitions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Fee-based asset management with percentage of AUM |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
The Second Half Team product offering
Product offeringCore offering
The Second Half Team provides personalized financial planning, wealth management, and retirement coordination services primarily to Florida first responders (retiring and retired) and private-sector individuals. Their core specialty is guiding clients through Florida Retirement System (FRS) and City DROP programs, the FRS Investment Plan, and various city-specific pension systems, including support for pension/DROP paperwork, overtime and union benefit coordination, and early retirement/survivor benefits planning. As part of Merit Financial Advisors, they offer an integrated suite covering investment management, insurance planning, estate planning, tax planning, and life transitions advisory.
Product overview
The Second Half Team, now part of Merit Financial Advisors, offers a comprehensive suite of financial advisory services centered on financial planning, wealth management, and retirement coordination. Their core offerings include personalized financial planning and wealth management strategies, supplemented by specialized services for first responders navigating Florida pension systems (FRS and City DROP programs). The team also provides insurance planning, estate planning, tax planning, and business owner services. The integrated approach combines retirement coordination, investment management, and holistic financial planning to help clients confidently navigate life's second half.
Differentiator
Problem solved
Functional benefit
Products and services
- Financial Planning Personalized financial plans that adapt to clients' life twists and turns, helping them make smart decisions that support their goals now and in the future.
- Wealth Management Wealth management strategies focused on growing and protecting assets through comprehensive planning that helps clients confidently navigate market ups and downs.
- Retirement Coordination Comprehensive support for pension/DROP paperwork, proactive communication, and personalized guidance for first responders navigating FRS, City DROP programs, and various city-specific pension systems.
- Insurance Planning Insurance planning services to safeguard assets and provide peace of mind, including life, disability, and long-term care insurance.
- Estate Planning Estate planning solutions for protecting and transferring wealth across generations, including wills, trusts, and power of attorney documentation.
- Tax Planning and Preparation Tax services including preparation, planning, and optimization strategies to minimize tax liabilities and maximize after-tax wealth.
- Life Transitions Advisory Guidance through significant life changes including retirement, divorce, career transition, and widowhood.
- Business Owner Services Customized financial strategies for business owners including succession planning, retirement solutions, and business transition advisory.
Companies that use The Second Half Team
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
The Second Half Team technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Second Half Team partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Merit Financial AdvisorscoreThe Second Half Team merged with Merit Financial Advisors effective August 6, 2025. The merger provides The Second Half Team with expanded support and services while maintaining their same team, local office, and resources. Clients continue to receive the same thoughtful guidance and personalized service with access to Merit’s broader capabilities.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
The Second Half Team competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
The Second Half Team social profiles
Digital presenceThe Second Half Team compliance and trust
Trust signalCompliance3 records
The Second Half Team financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Second Half Team leadership team
Management profileNumber of profiles
Profiles4 records
The Second Half Team funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Second Half Team M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Second Half Team
What does The Second Half Team do?
The Second Half Team provides personalized financial planning, wealth management, and retirement coordination services primarily to Florida first responders (retiring and retired) and private-sector individuals. Their core specialty is guiding clients through Florida Retirement System (FRS) and City DROP programs, the FRS Investment Plan, and various city-specific pension systems, including support for pension/DROP paperwork, overtime and union benefit coordination, and early retirement/survivor benefits planning. As part of Merit Financial Advisors, they offer an integrated suite covering investment management, insurance planning, estate planning, tax planning, and life transitions advisory.
Is The Second Half Team a public or private company?
The Second Half Team is a private company. It is classified as management employee owned and is currently operating.
When was The Second Half Team founded?
The Second Half Team was founded in 2009. It employs 1 to 10 people.
Where is The Second Half Team based?
The Second Half Team is headquartered in Sebring, United States, in the North America region.
How does The Second Half Team make money?
One revenue line is on record: financial Advisory Services.
Does The Second Half Team have an API?
No public API is recorded for The Second Half Team.
What industry is The Second Half Team in?
The Second Half Team's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAAACAE, Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers), with a secondary code of FSAAACAB, Financial Planning–Led RIAs. Its NAICS code is 523940 and its SIC code is 6282.