HEROLD ADVISORS, INC.

Adviser information for HEROLD ADVISORS, INC. last updated from Form ADV on March 29th, 2024. Select data displayed; additional Form ADV, Form D, Form 13F and other data is available from the Fincoded API.

Advisory Business

Type of Organization Corporation
Fiscal Year End DECEMBER
Legal Location New York, United States

Employees

Total Number of Employees 9
Investment Advisory/Research 8
Registered Broker-Dealer Representatives 9
Registered State Investment Advisers 9
Licensed Agents of an Insurance Company 3
No. of Firms/People that Solicit Clients 0

RAUM

Provides Management of Securities Portfolios Yes
Type Accounts RAUM
Discretionary 452 $413.1M
Non-Discretionary 0 $0
Total 452 $413.1M

Clients

Type Number RAUM
Individuals 360 $116.0M
HNW Individuals 85 $265.6M
Banking or thrift institutions 0 $0
Investment companies 0 $0
Business development companies 0 $0
Pooled investment vehicles 0 $0
Pension and profit sharing plans 5 $13.5M
Charitable organizations 0 $0
State or municipal gov entities 0 $0
Other investment advisers 0 $0
Insurance companies 0 $0
Sovereign wealth funds and foreign official institutions 0 $0
Corporations or other businesses 2 $17.9M
Other 0 $0
Type Number
No. of Non-RAUM Clients 0
No. of Non-U.S. Clients 1
No. of Financial Planning Clients 0

Services

Advisory Services Portfolio management for individuals and/or small businessesPortfolio management for businesses or institutional clients
Compensation % of AUMMARGIN PARTICIPATION
Other Business Activities Broker-dealerInsurance broker or agent

Wrap Fee Program

Offers Wrap Fee Program Yes
Acting As RAUM
Sponsor 379.4M
Portfolio Manager 379.4M
Both for Same 379.4M
Portfolio Manager to Program Sponsor
INDIVIDUAL INVESTMENT CONSULTING WRAP FEE ADVISORY PROGRAM HEROLD ADVISORS, INC.

Identifiers

SEC RIA File Number 801-11216
SEC ERA File Number 801-11216
SEC CIK Numbers 1891713
SEC CRD Numbers 105090
Legal Entity Identifier None

Principal Office

845 THIRD AVENE SUITE 1703
NEW YORK
NY
United States
Monday - Friday, 9 AM - 4:30 PM
Tel: 212-371-3950, Fax: 212-758-4967

Chief Compliance Officer

LAWRENCE HEROLD
PRESIDENT
845 THIRD AVENUE,,SUITE 1703
NEW YORK
NY
United States
Tel: 212-371-3950
Fax: 212-758-4967
(Full email address available in API data)

Industry Affiliates

HEROLD & LANTERN INVESTMENTS, INC. Broker-dealer, municipal securities dealer, or gov securities broker or dealer
HEROLD INSURANCE AGENCY, INC. Insurance company or agency
LANTERN INSURANCE BROKERAGE Insurance company or agency
LANTERN WEALTH ADVISORS, LLC Other investment adviser, including financial planners

Private Funds

Name Type Assets $USD Min Investment $USD No. Owners
None

Control Persons

Name Type Entity Title Since Ownership
HEROLD, LAWRENCE, STEPHEN Individual HEROLD ADVISORS - PRESIDENT, DIRECTOR, CEO, COO, CHIEF LEGAL OFFICER, CCO 12/1980 25-50%
HEROLD, PAULA, MARGARET Individual HEROLD ADVISORS, INC - SECRETARY 06/2015 25-50%
HEROLD, PAULA, MARGARET Individual HEROLD ADVISORS - DIRECTOR, TREASURER 12/2015 25-50%
PERCHERON ASSET MANAGEMENT GROUP, INC. Domestic Entity HOLDING COMPANY 11/2020 > 75%
HEROLD, LAWRENCE, STEPHEN Individual PERCHERON CEO AND SECRETARY 11/2020 25-50%
LANTON, KEITH, MICHAEL Individual PERCHERON PRESIDENT AND TREASURER 11/2020 5-10%
SHEFTEL, WENDY, DIANE Individual PERCHERON - SHAREHOLDER 11/2020 < 5%
HEROLD, LAWRENCE, STEPHEN Individual PERCHERON ASSET MANAGEMENT GROUP, INC. SHAREHOLDER 11/2020 25-50%
HEROLD, PAULA, MARGARET Individual PERCHERON ASSET MANAGEMENT GROUP, INC. SHAREHOLDER 11/2020 25-50%
HEROLD, PAULA, MARGARET Individual PERCHERON SHAREHOLDER 11/2020 25-50%

No. Employees, Historic

10502020202120222023202420258 on 4/7/20208 on 6/23/20208 on 10/9/20208 on 11/16/20208 on 11/17/20208 on 11/24/20208 on 11/24/20208 on 11/25/20208 on 3/23/20217 on 3/31/20227 on 7/1/20228 on 3/31/20239 on 3/29/2024

RAUM, Historic

500M250M0202020212022202320242025186183000 on 4/7/2020186183000 on 6/23/2020186183000 on 10/9/2020186183000 on 11/16/2020186183000 on 11/17/2020186183000 on 11/24/2020186183000 on 11/24/2020186183000 on 11/25/2020276157543 on 3/23/2021376020301 on 3/31/2022376020301 on 7/1/2022334005916 on 3/31/2023413078931 on 3/29/2024

No. Clients, Historic

5002500202020212022202320242025198 on 4/7/2020198 on 6/23/2020198 on 10/9/2020198 on 11/16/2020198 on 11/17/2020198 on 11/24/2020198 on 11/24/2020198 on 11/25/2020255 on 3/23/2021315 on 3/31/2022315 on 7/1/2022367 on 3/31/2023452 on 3/29/2024

Holdings

From latest 13F, filed July 24th, 2024 for period ending June 30th, 2024
Name Class Value $USD # Shares Private Fund
3M CO COM 550K 5K
ABBOTT LABS COM 1M 12K
ABBVIE INC COM 7M 39K
ACCENTURE PLC IRELAND SHS CLASS A 822K 3K
ADOBE INC COM 500K 900
ADVANCED MICRO DEVICES INC COM 261K 2K
AIM ETF PRODUCTS TRUST US LRGCP B20 FEB 289K 10K
AIR PRODS & CHEMS INC COM 1M 5K
ALLEGION PLC ORD SHS 1M 9K
ALLIANCEBERNSTEIN HLDG L P UNIT LTD PARTN 531K 16K
ALPHABET INC CAP STK CL A 6M 32K
ALPHABET INC CAP STK CL C 3M 16K
ALTRIA GROUP INC COM 510K 11K
AMAZON COM INC COM 6M 29K
AMERICAN CENTY ETF TR US EQT ETF 14M 154K
AMERICAN CENTY ETF TR AVANTIS CORE FI 5M 120K
AMERICAN CENTY ETF TR AVANTIS US LARG 201K 3K
AMERICAN CENTY ETF TR US SML CP VALU 7M 73K
AMERICAN CENTY ETF TR INTL EQT ETF 2M 36K
AMERICAN CENTY ETF TR AVANTIS EMGMKT 667K 11K
AMERICAN CENTY ETF TR AVANTIS US SMALL 491K 10K
AMERICAN CENTY ETF TR US LARGE CAP VLU 2M 30K
AMERICAN CENTY ETF TR AVANTIS US MID C 607K 10K
AMERICAN EXPRESS CO COM 499K 2K
AMERICAN TOWER CORP NEW COM 1M 7K
AMGEN INC COM 2M 5K
AMPHENOL CORP NEW CL A 3M 39K
APPLE INC COM 21M 98K
APPLIED MATLS INC COM 665K 3K
ARCHER DANIELS MIDLAND CO COM 348K 6K
AT&T INC COM 1M 76K
BANK AMERICA CORP COM 2M 45K
BERKSHIRE HATHAWAY INC DEL CL A 1M 2
BERKSHIRE HATHAWAY INC DEL CL B NEW 3M 6K
BLACKROCK ETF TRUST US EQT FACTOR 600K 13K
BLACKROCK INC COM 1M 2K
BLACKROCK MUNIHLDGS NY QLTY COM 186K 17K
BLACKSTONE INC COM 861K 7K
BNY MELLON ETF TRUST US LRG CP CORE 1M 12K
BOEING CO COM 1M 7K
BP PLC SPONSORED ADR 695K 19K
BRISTOL-MYERS SQUIBB CO COM 1M 34K
BROADCOM INC COM 2M 2K
BROOKFIELD ASSET MANAGMT LTD CL A LMT VTG SHS 489K 13K
BROOKFIELD CORP CL A LTD VT SH 2M 49K
BROOKFIELD INFRAST PARTNERS LP INT UNIT 3M 103K
BROOKFIELD INFRASTRUCTURE CO COM SB VTG SHS A 381K 11K
CALAMOS DYNAMIC CONV & INCOM COM 510K 23K
CARDINAL HEALTH INC COM 256K 3K
CATERPILLAR INC COM 886K 3K
CHARGEPOINT HOLDINGS INC COM CL A 20K 13K
CHEVRON CORP NEW COM 4M 25K
CHIPOTLE MEXICAN GRILL INC COM 276K 4K
CHUBB LIMITED COM 2M 7K
CIMPRESS PLC SHS EURO 1M 15K
CINTAS CORP COM 4M 5K
CISCO SYS INC COM 1M 25K
CITIGROUP INC COM NEW 634K 10K
COCA COLA CO COM 465K 7K
COHERENT CORP COM 207K 3K
COMCAST CORP NEW CL A 2M 51K
CONOCOPHILLIPS COM 245K 2K
CONSOLIDATED EDISON INC COM 2M 17K
CORNING INC COM 505K 13K
COSTCO WHSL CORP NEW COM 2M 2K
CROWN CASTLE INC COM 436K 4K
CVS HEALTH CORP COM 1M 24K
D R HORTON INC COM 662K 5K
DEERE & CO COM 965K 3K
DEVON ENERGY CORP NEW COM 296K 6K
DICKS SPORTING GOODS INC COM 871K 4K
DIMENSIONAL ETF TRUST US EQUITY ETF 4M 62K
DIMENSIONAL ETF TRUST WORLD EX US CORE 3M 122K
DIMENSIONAL ETF TRUST INTERNATNAL VAL 2M 45K
DIMENSIONAL ETF TRUST US CORE EQT MKT 1M 33K
DIMENSIONAL ETF TRUST CORE FIXED INCOM 5M 113K
DISNEY WALT CO COM 1M 13K
DOW INC COM 401K 8K
DUPONT DE NEMOURS INC COM 349K 4K
EATON CORP PLC SHS 3M 9K
EATON VANCE NEW YORK MUN BD COM 156K 16K
ELEVANCE HEALTH INC COM 1M 2K
ELI LILLY & CO COM 11M 12K
EMERGENT BIOSOLUTIONS INC COM 68K 10K
ENERGY TRANSFER L P COM UT LTD PTN 196K 12K
ETF SER SOLUTIONS DISTILLATE US 6M 112K
EXPEDITORS INTL WASH INC COM 312K 3K
EXXON MOBIL CORP COM 4M 39K
FEDEX CORP COM 348K 1K
FIDELITY COVINGTON TRUST DIVID ETF RISI 594K 12K
FIRST TR EXCHANGE TRADED FD GROWTH STRENGTH 899K 29K
FIRST TR EXCHANGE-TRADED FD FIRST TR ENH NEW 734K 12K
FIRST TR EXCHANGE-TRADED FD CAP STRENGTH ETF 759K 9K
FIRST TR EXCHANGE-TRADED FD RBA INDL ETF 208K 3K
FIRST TR EXCHANGE-TRADED FD RISNG DIVD ACHIV 1M 22K
FIRST TR EXCHANGE-TRADED FD FT VEST S&P 500 835K 17K
FIRST TR EXCHANGE-TRADED FD LIMITED DURATION 250K 13K
FIRST TR EXCHANGE-TRADED FD FST LOW OPPT EFT 480K 10K
FIRST TR EXCHANGE-TRADED FD FT VEST RIS 1M 54K
FIRST TR NAS100 EQ WEIGHTED SHS 584K 5K
FLEXSHARES TR M STAR DEV MKT 572K 8K
FLEXSHARES TR CRE SLCT BD FD 990K 45K
FLEXSHARES TR US QT LW VLTY 934K 15K
FLEXSHARES TR QLT DIV DEF IDX 672K 10K
FLEXSHARES TR US QUALITY CAP 1M 24K
FLEXSHARES TR IBOXX 3R TARGT 1M 44K
FLEXSHARES TR INT QLTDVDYNAM 2M 55K
FLEXSHARES TR HIG YLD VL ETF 803K 20K
FLEXSHARES TR MORNSTAR UPSTR 623K 16K
FORD MTR CO DEL COM 457K 36K
FRANKLIN RESOURCES INC COM 444K 20K
GE AEROSPACE COM NEW 525K 3K
GENERAL MTRS CO COM 246K 5K
GILEAD SCIENCES INC COM 497K 7K
GLOBAL X FDS S&P 500 COVERED 469K 12K
GOLDMAN SACHS ETF TR INNOVAT EQ ETF 357K 6K
GOLDMAN SACHS ETF TR ACTIVEBETA US LG 2M 20K
GOLDMAN SACHS ETF TR JUST US LRG CP 234K 3K
GOLDMAN SACHS ETF TR MARKETBETA US EQ 394K 5K
GOLDMAN SACHS ETF TR ACCESS INVT GR 356K 8K
GOLDMAN SACHS GROUP INC COM 803K 2K
GSK PLC SPONSORED ADR 412K 11K
HERSHEY CO COM 2M 9K
HESS CORP COM 221K 2K
HEWLETT PACKARD ENTERPRISE C COM 211K 10K
HOME DEPOT INC COM 5M 14K
HUBBELL INC COM 1M 3K
ICICI BANK LIMITED ADR 834K 29K
ILLINOIS TOOL WKS INC COM 273K 1K
INGERSOLL RAND INC COM 1M 13K
INTEL CORP COM 459K 15K
INTERCONTINENTAL EXCHANGE IN COM 1M 9K
INTERNATIONAL BUSINESS MACHS COM 4M 21K
INTUIT COM 3M 5K
INTUITIVE SURGICAL INC COM NEW 3M 6K
INVESCO EXCH TRADED FD TR II S&P500 HDL VOL 275K 6K
INVESCO EXCH TRADED FD TR II S&P ULTRA DIVIDE 547K 12K
INVESCO EXCH TRD SLF IDX FD RUSL 1000 DYNM 3M 52K
INVESCO EXCHANGE TRADED FD T S&P500 EQL WGT 7M 41K
INVESCO EXCHANGE TRADED FD T HIG YLD EQ DIV 235K 12K
INVESCO EXCHANGE TRADED FD T S&P 500 GARP ETF 1M 14K
INVESCO MUNICIPAL TRUST COM 103K 10K
INVESCO QQQ TR UNIT SER 1 282K 587
IQVIA HLDGS INC COM 1M 5K
IRON MTN INC DEL COM 785K 9K
ISHARES SILVER TR ISHARES 682K 26K
ISHARES TR CORE US AGGBD ET 210K 2K
ISHARES TR CORE S&P500 ETF 2M 3K
ISHARES TR CONV BD ETF 978K 12K
ISHARES TR S&P 500 GRWT ETF 496K 5K
ISHARES TR U.S. TECH ETF 306K 2K
ISHARES TR CORE DIV GRWTH 4M 69K
ISHARES TR MSCI INTL QUALTY 3M 66K
ISHARES TR 20 YR TR BD ETF 403K 4K
ISHARES TR RUS MID CAP ETF 405K 5K
ISHARES TR MSCI USA QLT FCT 544K 3K
ISHARES TR ISHS 5-10YR INVT 708K 14K
ISHARES TR HDG MSCI EAFE 203K 6K
ISHARES TR IBOXX INV CP ETF 3M 31K
J P MORGAN EXCHANGE TRADED F NASDAQ EQT PREM 1M 20K
J P MORGAN EXCHANGE TRADED F ULTRA SHRT INC 4M 76K
J P MORGAN EXCHANGE TRADED F US QUALTY FCTR 1M 28K
J P MORGAN EXCHANGE TRADED F INCOME ETF 2M 42K
J P MORGAN EXCHANGE TRADED F BETABUILDRS US 270K 3K
J P MORGAN EXCHANGE TRADED F EQUITY PREMIUM 3M 48K
JOHNSON & JOHNSON COM 3M 19K
JPMORGAN CHASE & CO. COM 6M 32K
KINDER MORGAN INC DEL COM 570K 29K
KLA CORP COM NEW 1M 2K
KRAFT HEINZ CO COM 277K 9K
LAM RESEARCH CORP COM 1M 1K
LAMB WESTON HLDGS INC COM 394K 5K
LOCKHEED MARTIN CORP COM 2M 3K
MARTIN MARIETTA MATLS INC COM 1M 2K
MASTERCARD INCORPORATED CL A 8M 17K
MCDONALDS CORP COM 1M 5K
MERCK & CO INC COM 5M 37K
META PLATFORMS INC CL A 6M 11K
MICROCHIP TECHNOLOGY INC. COM 1M 14K
MICROSOFT CORP COM 17M 38K
MODERNA INC COM 286K 2K
MONDELEZ INTL INC CL A 216K 3K
MORGAN STANLEY COM NEW 731K 8K
NATIONAL FUEL GAS CO COM 211K 4K
NATIONAL GRID PLC SPONSORED ADR NE 613K 11K
NETFLIX INC COM 656K 972
NEW YORK CMNTY BANCORP INC COM 118K 37K
NEXTERA ENERGY INC COM 2M 23K
NIKE INC CL B 2M 27K
NOVO-NORDISK A S ADR 764K 5K
NUCOR CORP COM 2M 11K
NUVEEN MASSACHUSETS QLT MUN COM 129K 12K
NUVEEN N Y MUN VALUE FD COM 263K 32K
NUVEEN NEW YORK AMT QLT MUNI COM 461K 42K
NVIDIA CORPORATION COM 15M 120K
OCCIDENTAL PETE CORP COM 278K 4K
OLD DOMINION FREIGHT LINE IN COM 889K 5K
ONE GAS INC COM 230K 4K
ONEOK INC NEW COM 3M 32K
ORACLE CORP COM 749K 5K
PACER FDS TR US CASH COWS 100 2M 34K
PARKER-HANNIFIN CORP COM 1M 2K
PEPSICO INC COM 1M 7K
PFIZER INC COM 2M 62K
PHILIP MORRIS INTL INC COM 788K 8K
PHILLIPS 66 COM 4M 25K
PIMCO ETF TR 1-5 US TIP IDX 1M 24K
PIMCO NEW YORK MUN FD II COM 124K 17K
PIMCO NEW YORK MUN INCOME FD COM 74K 12K
PROCTER AND GAMBLE CO COM 4M 22K
PROLOGIS INC. COM 2M 14K
PRUDENTIAL FINL INC COM 344K 3K
PUBLIC SVC ENTERPRISE GRP IN COM 1M 14K
QUALCOMM INC COM 3M 13K
RTX CORPORATION COM 1M 10K
S&P GLOBAL INC COM 3M 6K
SCHWAB CHARLES CORP COM 1M 17K
SCHWAB STRATEGIC TR SHT TM US TRES 2M 39K
SCHWAB STRATEGIC TR US LCAP GR ETF 2M 15K
SCHWAB STRATEGIC TR US DIVIDEND EQ 446K 6K
SELECT SECTOR SPDR TR FINANCIAL 322K 8K
SELECT SECTOR SPDR TR ENERGY 3M 36K
SHELL PLC SPON ADS 2M 21K
SPDR GOLD TR GOLD SHS 1M 6K
SPDR S&P 500 ETF TR TR UNIT 299K 549
SPDR SER TR PRTFLO S&P500 VL 354K 7K
SPDR SER TR BBG CONV SEC ETF 922K 13K
SPDR SER TR PORTFLI HIGH YLD 1M 60K
TARGET CORP COM 229K 2K
TESLA INC COM 2M 11K
TEXAS PACIFIC LAND CORPORATI COM 242K 330
THERMO FISHER SCIENTIFIC INC COM 209K 378
T-MOBILE US INC COM 1M 7K
TRACTOR SUPPLY CO COM 1M 4K
UBER TECHNOLOGIES INC COM 251K 3K
UNION PAC CORP COM 932K 4K
UNITED PARCEL SERVICE INC CL B 285K 2K
UNITED STS COMMODITY INDEX F CM REP COPP FD 294K 11K
UNITEDHEALTH GROUP INC COM 2M 4K
VANGUARD BD INDEX FDS TOTAL BND MRKT 4M 53K
VANGUARD INDEX FDS GROWTH ETF 912K 2K
VANGUARD INDEX FDS TOTAL STK MKT 516K 2K
VANGUARD INDEX FDS LARGE CAP ETF 208K 835
VANGUARD INDEX FDS MID CAP ETF 566K 2K
VANGUARD INDEX FDS SMALL CP ETF 311K 1K
VANGUARD INTL EQUITY INDEX F TT WRLD ST ETF 572K 5K
VANGUARD SPECIALIZED FUNDS DIV APP ETF 1M 6K
VANGUARD WORLD FD INF TECH ETF 228K 395
VERIZON COMMUNICATIONS INC COM 3M 66K
VISA INC COM CL A 7M 28K
WALMART INC COM 6M 83K
WASTE MGMT INC DEL COM 563K 3K
WISDOMTREE TR EM EX ST-OWNED 476K 16K
WISDOMTREE TR ITL HDG QTLY DIV 352K 8K
WISDOMTREE TR US LARGECAP FUND 1M 21K
WISDOMTREE TR US QUALITY GROW 1M 29K
WISDOMTREE TR FLOATNG RAT TREA 3M 53K
WISDOMTREE TR INTL LRGCAP DV 202K 4K
WISDOMTREE TR YIELD ENHANCED 427K 9K
WISDOMTREE TR US QTLY DIV GRT 3M 34K
WISDOMTREE TR US EFFICIENT COR 1M 27K
WP CAREY INC COM 358K 7K
ZOETIS INC CL A 590K 3K