Merit Financial Advisors, a national registered investment advisor serving individuals, families, and business owners, has entered into a partnership with Prizm, a digital insurance platform focused on the personal-lines market. The deal equips Merit's advisors with tools to incorporate home, auto, umbrella, and other personal coverage recommendations directly into clients' financial plans.
The move reflects a broader industry trend toward treating insurance as an integral component of comprehensive wealth management rather than an afterthought. For Merit, which oversees assets for a diverse client base, the collaboration provides a technology-enabled pathway into a segment of clients' financial lives that has historically remained outside the advisory purview.
Prizm positions itself as the first digital platform purpose-built for personal-lines insurance within the advisory ecosystem. Its infrastructure connects carrier relationships, digital intake workflows, and licensed insurance specialists to streamline the typically cumbersome process of policy review and purchase.
Clients working through a Merit advisor can securely share existing policy details, get matched with licensed insurance professionals, and receive coverage recommendations aligned to their risk profile and overall financial situation. This integration aims to reduce friction and enhance transparency in insurance decision-making.
"Insurance is one of the most overlooked components of financial wellness," said Dave Olchowka, CEO and Co-Founder of Prizm. "Merit has built an exceptional advisory business centered around comprehensive planning and client experience, and we're excited to partner with their team to make insurance easier, more transparent, and more integrated into the financial planning process."
From Merit's perspective, the appeal lies in extending the scope of what advisors can deliver without adding operational burden. Alex Hansen, chief advisor success officer at Merit Financial, noted that the firm's advisors are always seeking to provide more value, and that Prizm's technology-driven model aligns with Merit's approach to comprehensive planning.
"Prizm's modern approach to insurance aligns closely with our commitment to comprehensive planning and helps ensure our clients' insurance coverage keeps pace with their evolving financial lives," Hansen said.
Prizm has been expanding its footprint across the RIA and advisor technology space. Earlier this year, the company launched an integration with Holistiplan, a financial planning software platform, enabling advisors to initiate insurance reviews directly within their planning workflow. This partnership underscores the growing convergence of insurance and wealth management technology.
For advisors seeking to deepen their service offerings, the integration of insurance into financial planning is becoming increasingly critical. As the industry evolves, firms like Merit are leveraging digital tools to address gaps in client coverage, potentially reducing risk and enhancing long-term financial outcomes. The partnership with Prizm represents a strategic step in that direction, aligning with broader efforts to treat insurance as a core planning discipline.
