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Chris Merchant

President & Financial Advisor

Meet Chris Merchant, CFP® BFA® MBA, the guiding force behind Hunt Country Wealth Management.

With over 20 years of experience in the financial services industry, Chris is a trusted partner in preparing for and navigating through the complex terrain of retirement. He holds an MBA in finance and economics, and is a CERTIFIED FINANCIAL PLANNER™ and Behavioral Financial Advisor™, upholding the highest fiduciary standards.

Honored with The Women’s Choice Award® in 2019 and 2020 for his work with women in investing, Chris is also the bestselling author of On Investing Well: The Elements of Good Investing.

His hands-on experience extends to working with a diverse range of individuals, from Fortune 500 leaders and entrepreneurs to pilots, nurses, and educators, helping them to succeed in their retirements. Chris’s expertise spans across various employer-sponsored plans including 401(k)s, TSPs, 403(b)s, 457s, and Defined Pensions.

Chris’s mission is to transform your retirement journey from a state of frustration or confusion into one of clarity and direction. He believes retirement is about more than just preserving your money—it’s about creating a personalized path that gives you the confidence to enjoy life without compromising your future security. His goal is to ensure that every retiree feels clear and certain about their retirement, ready to enjoy the freedom they’ve earned through a lifetime of hard work and preparation.

Schedule a consultation with Chris today and join the community of diverse retirees who have entrusted him to guide them toward their retirement goals.


Character & Values

Growing up in a small Virginia town, as the son of a land surveyor and a school teacher, Chris’s character and values were shaped by a strong work ethic, integrity, and a deep appreciation for planning.

During the summers of his youth, Chris worked in the family surveying business learning the importance of precision and attention to detail that his father’s work required. His early experiences taught him the importance of mapping out unknown lands and creating order from chaos, which he now applies to his role as a financial planner.

Chris has a unique ability to create order and help people make sense of uncertainty.

He has a down-to-earth approach and a genuine desire to help people turn their hard work and dedication into a secure and fulfilling retirement. His passion for helping others extends beyond his professional life, as he is actively involved in community organizations and charities, giving back to the communities that have shaped him.

Behavioral Finance

As a certified Behavioral Financial Advisor™, Chris understands that emotions can often lead to irrational financial decisions. Humans are not always rational when it comes to money, and our natural biases can often get in the way of making sound investment choices. Chris’s Behavioral Financial Advisor™ certification allows him to use cutting-edge research in behavioral finance to help his clients overcome these biases and make better financial decisions.

The average person underperforms the S&P 500 or Barclays Bond Index over any given time frame – not because of poor investment selections, but because of poor investment decisions.

Through personalized coaching and education, Chris helps his clients understand their unique behavioral tendencies and how they can impact their financial goals. By identifying potential pitfalls and developing strategies to counteract them, he empowers his clients to make thoughtful and strategic financial and investment decisions.

Preparation is the Key to a Successful Journey.

History’s greatest explorers have taught us valuable lessons in planning. Landmark expeditions like the 1969 Moon Landing of Apollo 11 have motivated us to commit to hard work.

Conversely, notorious failures have underscored the grave risks of insufficient preparation and ineffective leadership.

The journey to retirement is no different. A well-crafted plan, understanding what lies ahead, and readiness for unforeseeable circumstances significantly shape your success.

Consideration should not only be given to what you need but also to what you want.


Fearing the unknown may cause people to think with a scarcity mindset. Fear creates an impulse to seek security and to play it small. It may lead to making poor decisions. We believe enjoying life in retirement is just as important as providing for the essentials.

Without a financial plan in place, many retirees find themselves living a life of scarcity, because they don’t fully understand the importance of their decisions. With a solid plan, you can confidently balance your needs with your wants and ensure that your retirement is not just financially secure but also fulfilling and enjoyable.

Life is an adventure. So go out and live it!


“Wealth is the ability to fully experience life.”


– Henry David Thoreau

Take the first step towards securing your retirement journey and schedule a consultation with Chris today. Together, we can create a personalized plan that aligns with your values and goals, helping you to achieve financial security and the freedom to experience life to the fullest.

Your journey is just beginning, and we are here to guide you every step of the way.



Our Services


Let’s help you navigate the road ahead…

Looking for retirement assistance? Look no further! At Hunt Country Wealth Management, we specialize in retirement planning. We offer two services tailored to your needs as you approach retirement. Our Retirement Audit™ is a quick way to find out if you're on track and help you prepare. The Sovereign Series™ Retirement Plan is a comprehensive in-depth financial plan that provides a roadmap to transition into retirement with confidence. Not sure which service you need? We can help with that too.

This service was designed for those who want to...

  • Feel confident and prepared for retirement.
  • Know the amount/regularity of income your resources can produce. 
  • Have control over your financial future and clarity of direction. 

Looking for better control over your investment strategy? Align your investment portfolios with your goals using our exclusive Guided Investing™ service. Our comprehensive investment management helps you create a strategic plan, with tailored strategies to optimize and preserve your resources. It starts by identifying your goals and can be personalized for retirement, wealth building, risk management, or multiple objectives. Feel supported and empowered as you make progress towards your financial milestones.

This service was designed for those who want to...

  • Feel more confident in their investment decisions. 
  • Design a strategy to reach planned financial milestones such as retirement.
  • Collaborate with a professional to manage risk and monitor performance.

Are you interested in discussing a unique financial situation?  If you have any general financial or investment-related inquiries and prefer a collaborative approach to address them, we would be delighted to assist you. Our Hunt Country Hourly Planning™ service offers financial advice on an hourly basis, without minimum asset or income requirements. With tailored recommendations and insights from our experienced professionals, get answers to your questions and valuable guidance.

This service was designed for those who want to...

  • Gain clarity on intricate financial situations with professional guidance.
  • Make informed decisions on personal finances, investments, or estate planning.
  • Access financial advice as needed.
We believe retirement should free you. It all starts with a plan.

Have Questions? Schedule 15-Minute Discovery Call

On Investing Well: The Elements of Good Investing by Chris Merchant, CFP®

“On Investing Well: The Elements of Good Investing” by Chris Merchant, CFP® is an indispensable guide for those seeking to navigate the intricate world of investing. Designed to underpin the principles and methods necessary for successful investing, this book caters to both novice and experienced investors. It resonates with Chris’s philosophy of incorporating the right mindset, principles, and methods into your investment strategies.

The book is divided into three sections, beginning with mastering the mental mindset for investing, followed by building a strong foundation based on principles and culminating in the creation of effective investment methods. Chris’s wealth of knowledge and experience are succinctly compiled in this comprehensive guide, providing readers with practical tools and insights to help them make informed investment decisions.

Discover this book available on Amazon. 


Coming Soon: On Retiring Well by Chris Merchant, CFP®

Building on the success of “On Investing Well: The Elements of Good Investing”, Chris Merchant, CFP® is in the process of crafting his next guide, “On Retiring Well.” This upcoming book aims to guide readers through the complex journey of retirement planning. Drawing on Chris’s extensive experience and insights as a financial planner, the book will provide practical advice on how to prepare for retirement, ensuring it is not only financially secure but also fulfilling and enjoyable. Stay tuned for this indispensable resource that will guide you to retire well, empowering you with the knowledge and confidence to enjoy the fruits of your hard-earned labor.