Brian Green, Chief Product Officer at Merit Financial Advisors, has led a transformative technology strategy that enables the firm to scale efficiently while enhancing advisor productivity and client experience. By unifying technology, data, and AI under a centralized platform, Brian has positioned technology as a core driver of business growth. His leadership in enterprise AI adoption has been particularly impactful. By standardizing on Microsoft Copilot and Jump AI, Brian moved the firm from fragmented experimentation to disciplined, measurable adoption. The result is one of the highest AI adoption rates in the industry, with consistent usage embedded in daily workflows across advisors and employees. Under Brian’s direction, technology has supported rapid firm expansion, including acquisitions, new offices, and significant client and asset growth, while maintaining operational stability and compliance rigor.