– Meet Our Leadership Team –

Knowledge. Experience. Honesty.

Our mission is to help you make better financial decisions, and when possible to help you elevate your money to a higher level of productivity and safekeeping. Here you find world-class financial leadership, offered in a Main Street client-first atmosphere where you get a real relationship and a personal rapport with a team that cares about your success and future security. 
We operate under a strict fiduciary standard and have chosen to take a lawful oath to do so, each and every time. Not all financial advisors are fiduciaries and not all firms operate by this standard. You look to us for leadership, and we don’t take that responsibility lightly.

Experience the difference. 

Chris Merchant

President, CFP® BFA®

Award-winning CERTIFIED FINANCIAL PLANNER™, Behavioral Financial Advisor™ and best-selling author of On Investing Well: The Elements of Good Investing,  Chris Merchant has the unique ability and passion for helping others realize their potential and navigate the complexities of the investment world. 

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Heather Merchant

Director of Client Services

Firm co-founder, Heather Merchant is an experienced small business owner with over a decade in sales and marketing leadership within the hospitality industry . She works to ensure the firm is exceeding client expectations and is pushing to address future-oriented challenges and servicing capabilities. By combing their experience, Chris and Heather hope to provide a unique offering of top-notch financial advice delivered in a family-centered, service-oriented atmosphere. Heather holds a degree from Longwood University. Active in the community, Heather is a 2019-2021 Board Member for Preservation of Historic Winchester.

For questions pertaining to the firms internal workings and client outreach marketing, please feel free to contact Heather anytime. 

Holli Merchant

Client Services Manager Assistant to the President

As part of your wealth management team, Holli Merchant provides our clientele with operation and administration assistance. She provides the best in customer care and facilitates efficient and timely assistance to meet clients’ needs and objectives. She strives to make sure questions and concerns are quickly addressed and every client walks away feeling as though they had the best possible experience. 

For service-related questions or inquires please feel free to contact Holli anytime. 

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46 S. Loudoun st.

Winchester, VA 22601
+1 540 205 8186

Please Note: We never share your personal information with outside parties.