They Didn’t Need a Partner. That’s Exactly Why They Chose One.
How SSC CPA + Advisors Strengthened Its Model Without Compromise by strategically partnering with Merit Financial Advisors.
Most firms wait until they have to make a decision. SSC made one while things were still working.
For Michele Hammann, Brian Lang, and Bert Falley, the decision to partner wasn’t driven by urgency or succession pressure. In fact, it was the opposite.
They had built something that worked. And clients could feel it.
SSC CPA + Advisors had grown into a strong, employee-owned firm with deep client relationships. Alongside it, SSC Wealth delivered a fully integrated wealth management experience embedded directly within the CPA firm. It was a model clients valued and one the team believed in.
But as the firm continued to grow, so did the complexity of what came next.
“We had grown to a certain point,” Michele explained,“ and we were looking around thinking we’re going to need to double down and invest in additional advisors, scale our operations, and invest in technology… or we could start looking for the right partner to do those things.”
It wasn’t about capability. It was about leverage. They didn’t need to prove they could build it. They needed to decide if they should.
Rather than rebuilding infrastructure that already existed elsewhere, the team began asking a different question. Could they align with a partner who had already solved for scale?
A Unique Model Worth Protecting
SSC’s structure wasn’t typical. As Brian Lang described, “We had a wealth management arm wrapped inside of a CPA firm…and we felt that we provided a service and a value to our clients that was different than most other wealth managers. That was kind of our secret sauce.”
That model, tax and wealth working side by side, was not just a differentiator. It was the business.
The firm wasn’t interested in separating tax and wealth. They weren’t looking to bolt on a solution or send clients elsewhere. Their entire value proposition was built on integration. CPAs and wealth advisors working side by side, collaborating in real time.
“We wanted a partner that saw the CPA as an important part of the process,” Michele said, “not just a bolt-on.”
Just as important was culture. As an employee-owned CPA firm, SSC believed deeply in alignment. The people doing the work should share in the value being created. They were not looking for a model driven purely by outside ownership. They wanted a partner whose culture reflected a similar philosophy.
Discovering a Different Kind of Partner
Like many successful firms, SSC wasn’t short on inbound interest.
Michele noted that they were approached “on a weekly basis by other groups that were looking to make an acquisition.” Most conversations sounded similar. Few felt aligned.
Until Merit.
What stood out wasn’t just capability. It was understanding what SSC had built and why it worked.
“When we first met Merit, we weren’t sure how they operated,” Brian shared. “But as we started learning more, we felt that they really understood what we were doing and wanted to help us expand the reach of that.”
That understanding showed up in the details. A commitment to integrated planning, a collaborative advisor network, and a structure that supported growth without dismantling what made SSC unique.
Expanding What Clients Experience
From the client’s perspective, the shift was subtle but meaningful. More depth behind decisions. More coordination across planning. Fewer gaps between conversations.
Access to a deeper investment team meant more robust portfolio solutions. Expanded planning capabilities opened the door to more comprehensive advice. Estate planning, technology, and communication tools all improved.
“Just more resources, more people with more insights,” Michele said.
For Bert Falley, the impact came down to scale. “We were limited with our personnel and how we could help our clients. Adding Merit and the capabilities that they have gives us the ability to serve more clients in a deeper way than we could on our own.”
Integration Without Disruption
While the transaction itself may have been structured as an acquisition, the experience for SSC has been something different.
On paper, it changed. In practice, it did not feel like it.
“It was actually an integration and a partnership,” Michele explained.
Today, SSC’s CPAs and Merit advisors continue to work side by side, collaborating closely to deliver a more connected, thoughtful experience for every client.
Rethinking Autonomy
“I don’t think autonomy has been lost,” Bert shared. “We still operate in the same fashion we always have. Just who we partnered with changed.”
Nothing meaningful was given up. What mattered was expanded.
“This collaboration is only additive,” Michele said.
Looking Ahead
“When you have access to a larger network, it helps you grow and serve clients better,” Brian added.
The vision is to grow together. Expanding reach, serving more clients, and continuing to build something meaningful with the right support behind it.
The Takeaway
SSC wasn’t looking to sell. They weren’t planning an exit. They were looking for a better way to grow.
“We saw a different path,” Bert said.
And they chose to take it before they had to.
Curious What a Partnership Could Look Like for Your Firm?
Every firm is different. Your goals, your structure, and your vision for the future should shape the path forward.
If you’re thinking about growth but want to do it on your terms, we’re here to explore your vision.