Atlanta Jewish Foundation Impact Story
December 30th, 2025
Are we born generous? Or is generosity taught?
For Michael Merlin, the lessons of generosity began long before he became a financial advisor. They started at home, with grandparents who survived the Holocaust. “I’ve always thought to myself – here are people who were completely disadvantaged. They were almost executed, And you could easily see someone like that saying, ‘I’ve done my share, I don’t need to give back to anybody.’ And yet, their highest and best priority, was to give back.” he reflects.
Their example – rising from unimaginable loss to generous giving – shaped Michael’s belief that “if they can go through what they went through and still be in a mindset to give back, we all should be giving back in some way.”
That deep-rooted conviction helps explain why Michael – Vice Chair of the Atlanta Jewish Foundation Oversight Committee and Founder of Merlin Wealth Management – approaches wealth not just as a means to grow assets, but as a vehicle to sustain community, values, and future generations.
1000 Miles per Hour
Michael’s financial career spans decades and some of the most respected firms in the business. After earning a BA in Economics from Northwestern University, he worked as a corporate finance analyst at Bank of America, later joining Morgan Stanley – and ultimately founding Merlin Wealth Management. Under Michael’s leadership, MWM has earned national recognition from Barron’s, Forbes, On Wall Street and Financial Times.
Throughout his impressive career, Michael has leveraged his financial expertise to create positive impact in the Atlanta community. He attributes much of his philanthropic outlook to his mentor and past President of the Atlanta Jewish Federation, Jerry Horowitz. “When I started in wealth management. I worked for Jerry, and he was by far the most influential mentor that I’ve had in philanthropy.” Michael shares, “Watching him, seeing how thoughtful he was in his philanthropy, was really the main inspiration that I had, beyond my family. Jerry was someone who ran 1000 miles an hour but always said yes to getting involved even more.
Why Michael Doesn’t Write Checks to Charity
Following in Jerry’s footsteps, Michael guides individuals and families in turning their values into impactful financial strategies. He recommends donor-advised funds as an essential philanthropic tool. “I don’t think that the majority of people really understand all of the advantages that a DAF brings to a philanthropist.”
A donor-advised fund (DAF) is an account dedicated entirely to charitable giving. With a DAF, donors can receive tax benefits, invest and grow their charitable dollars, and maintain flexibility to support causes over time – all from one secure online portal.
“Let’s say this year I sold a piece of property and had a big capital gain,” Michael says. “I can put more into my DAF and get that deduction, but I don’t have to donate that money right then and there. It’s so much more strategic than simply writing a check.”
When asked about common misconceptions, Michael emphasizes privacy and trust. “Families in our community care deeply about their privacy, and people sometimes worry that if they donate or open a fund with Federation, that their information will be out in the open. But people should know that their privacy is important to us. It’s the number one thing. We protect their data, and we never share their information.”
Once that trust is established, he says, then the real impact begins. “We have such talent in the building. We have all the right tools, and we have a team that’s committed and passionate about making people’s philanthropy more meaningful.”
Philanthropic Nature vs Nurture
The values of Tzedakah are deeply woven into Michael’s family life. He recalls a time when his five-year-old son gave his first donation: “My wife, Caren and I were volunteering at JF&CS. My son asked us what JF&CS was, and we told him. Then, one night, it was really cold out, and he came into our room with a $5 bill and said, ‘Can you give this to JF&CS? It’s not nice out, and I want to make sure that people aren’t out there hungry and cold.”
From that moment on, the Merlins decided they would practice philanthropy as a family. They have since volunteered together at JDRF (T1D), the Leukemia Lymphoma Society, the Zaban Paradies Center, and Creating Connected Communities.
When asked whether generosity can be taught, Michael is unequivocal. “I think that it absolutely can be a learned skill, even if you didn’t grow up with it. Both of my parents were very involved. My dad was the President of our synagogue. My mom was extremely giving and organized all types of initiatives. We had our white and blue JNF Tzedakah box. So I grew up with that mindset.”
In contrast, Michael’s wife grew up in a different environment. “Caren’s family was not nearly as involved Jewishly or charitably, so there was a learning curve there. But she was determined, and she’s become an amazing volunteer and philanthropist. She’s a Lion of Judah. She’s been on several nonprofit boards. She runs all kinds of different fundraisers and events. So I think if you’re open to it, and you can be inspired by it, generosity absolutely can be learned.”
A Bigger Future
If there is one cause that stands above the rest for Michael, it is education. The Merlins established and endowment for Teacher Innovation Grants at The Epstein School in Atlanta, to inspire creativity and foster new ideas in the way we teach our children. “I think my Jewish soul, my Jewish identity, was developed when I was in Jewish day school. And I still carry those lessons with me today. I am so grateful for the education that I was given, and grateful that I had the ability to give it to my kids.”
Michael is equally passionate about financial education. “There is no formal financial education taught at any level of school, and to me it’s just a huge missed opportunity. There is a universally required skill set for anyone, whether you work at a nonprofit, at a Whole Foods, or at a bank. Everybody needs basic good financial habits, and it’s not taught.”
That conviction led him to publish his first book, the bestseller Financial Longevity: Increase Your Wealth Span, Spend Money Guilt-Free, and Gain the Confidence to Enjoy Your Bigger Future. The proceeds from the book benefit the Perpetual Path Foundation, a non-profit dedicated to creating financial education content for middle schools, high schools, and colleges. Merlin Wealth Management has already endowed one such program at Kennesaw State University, where 5,100 students have completed the curriculum. “To me, that shows what an appetite there is for that kind of learning.” Michael reflects.
The Generosity Gene
Between his leadership at the Atlanta Jewish Foundation, his advisory work, his family philanthropy, and his commitment to education, Michael Merlin embodies a rare blend of financial expertise and empathy. He doesn’t just build portfolios – he helps build legacies. And he doesn’t just advise clients – he invites them to be part of something bigger.
Whether our generosity is inherited or learned later in life, Michael is convinced that each of us carries the potential to make a difference: “I just think there’s something in our Jewish DNA that tells us that, if we have a little extra, we should be out there helping others.”
Want to learn more about donor-advised funds or other charitable giving strategies? Reach out to the Atlanta Jewish Foundation.