Herold Advisors, Inc.

New York, NY · CIK 1891713 · 13F filing filed 2023-04-19

SEC-registered investment adviser since 1976 · corporation

Assets managed$540.2m
Staff9 · 8 in investment roles
Main clients (by assets)High net worth individuals 69%, Individuals 26%, Pension plans 4%
Websiteheroldlantern.com
Form ADV · 2026-09-10SEC adviser record

Kindwealth
Others nearbyMelville, NY, New York, NY, Staten Island, NY, San Francisco, CA, Houston, TX, Geneva, IL
FamilyHerold Advisors, Inc. · 2 related pages

As an employer

Offices in1 country

Where they work

people there (dot area)number not reportedmain officeHover or tap a dot. Australian and UK companies are placed at their business or registered address, with their staff across the whole country.

Offices

From Form ADV: the main office and the other offices where it does advisory work (at most the 25 largest), with the people doing investment work at each. “About” is worked out: the firm's investment staff less its other offices. Each city links to the other managers there.

City	Country	People
New York, NY (main office)United States	United States
Melville, NYUnited States	United States	15
Staten Island, NYUnited States	United States	3

Map: places from GeoNames (CC BY 4.0), outlines from Natural Earth.

$289.3m reported value +22.5% vs Q4 2022

230positions

26.1%in top 10

37 new 112 added 50 reduced 11 sold out vs Q4 2022

Holdings, Q1 2023

The small lines show how much was held over the last 4 quarters (adjusted for stock splits).

#	Security	Ticker	Shares	Value	% of portfolio	Change	Shares change
1	APPLE INC COM AAPL	AAPL	95,664	$15.8m5.45%	5.45%	Added +4.2k	+4,157 4.5%
2	MICROSOFT CORP COM MSFT	MSFT	41,121	$11.9m4.10%	4.10%	Added +217	+217 0.5%
3	GOLDMAN SACHS ETF TR MARKETBETA US EQ GSUS	GSUS	162,980	$9.1m3.15%	3.15%	New
4	VISA INC COM CL A V	V	28,896	$6.5m2.25%	2.25%	Added +639	+639 2.3%
5	GOLDMAN SACHS ETF TR ACTIVEBETA US LG GSLC	GSLC	79,203	$6.4m2.22%	2.22%	Added +58.1k	+58,073 274.8%
6	MASTERCARD INCORPORATED CL A MA	MA	17,033	$6.2m2.14%	2.14%	Reduced -547	-547 -3.1%
7	GOLDMAN SACHS ETF TR ACTIVEBETA INT GSIE	GSIE	177,691	$5.5m1.89%	1.89%	New
8	ABBVIE INC COM ABBV	ABBV	33,970	$5.4m1.87%	1.87%	Added +38	+38 0.1%
9	NVIDIA CORPORATION COM NVDA	NVDA	15,965	$4.4m1.53%	1.53%	Reduced -109	-109 -0.7%
10	JPMORGAN CHASE & CO COM JPM	JPM	32,333	$4.2m1.46%	1.46%	Added +2.5k	+2,542 8.5%
11	NIKE INC CL B NKE	NKE	34,226	$4.2m1.45%	1.45%	Added +447	+447 1.3%
12	BROOKFIELD INFRAST PARTNERS LP INT UNIT BIP	BIP	120,366	$4.1m1.40%	1.40%	Added +59	+59 0.1%
13	WALMART INC COM WMT	WMT	25,646	$3.8m1.31%	1.31%	Added +903	+903 3.6%
14	MERCK & CO INC COM MRK	MRK	34,849	$3.7m1.28%	1.28%	Added +3.6k	+3,585 11.5%
15	PROCTER AND GAMBLE CO COM PG	PG	24,675	$3.7m1.27%	1.27%	Added +1.8k	+1,847 8.1%
16	ALPHABET INC CAP STK CL A GOOGL	GOOGL	35,159	$3.6m1.26%	1.26%	Added +21.2k	+21,229 152.4%
17	EXXON MOBIL CORP COM XOM	XOM	33,173	$3.6m1.26%	1.26%	Added +6	+6 0.0%
18	HOME DEPOT INC COM HD	HD	12,254	$3.6m1.25%	1.25%	Added +152	+152 1.3%
19	CHEVRON CORP NEW COM CVX	CVX	21,756	$3.5m1.23%	1.23%	Added +657	+657 3.1%
20	SELECT SECTOR SPDR TR ENERGY XLE	XLE	38,878	$3.2m1.11%	1.11%	Added +847	+847 2.2%
21	ELI LILLY & CO COM LLY	LLY	9,151	$3.1m1.09%	1.09%	Reduced -1.4k	-1,358 -12.9%
22	JOHNSON & JOHNSON COM JNJ	JNJ	19,045	$3.0m1.02%	1.02%	Added +674	+674 3.7%
23	INTERNATIONAL BUSINESS MACHS COM IBM	IBM	20,665	$2.7m0.94%	0.94%	Added +385	+385 1.9%
24	ONEOK INC NEW COM OKE	OKE	41,299	$2.6m0.91%	0.91%	Reduced -667	-667 -1.6%
25	VERIZON COMMUNICATIONS INC COM VZ	VZ	65,652	$2.6m0.88%	0.88%	Added +3.3k	+3,307 5.3%
26	ZOETIS INC CL A ZTS	ZTS	14,005	$2.3m0.81%	0.81%	Added +262	+262 1.9%
27	BRISTOL-MYERS SQUIBB CO COM BMY	BMY	33,273	$2.3m0.80%	0.80%	Added +926	+926 2.9%
28	S&P GLOBAL INC COM SPGI	SPGI	6,670	$2.3m0.79%	0.79%	Reduced -750	-750 -10.1%
29	INTUIT COM INTU	INTU	5,114	$2.3m0.79%	0.79%	Reduced -6	-6 -0.1%
30	ETF SER SOLUTIONS DISTILLATE US DSTL	DSTL	51,471	$2.2m0.77%	0.77%	Added +584	+584 1.1%
31	PHILLIPS 66 COM PSX	PSX	21,773	$2.2m0.76%	0.76%	Added +774	+774 3.7%
32	DEERE & CO COM DE	DE	5,237	$2.2m0.75%	0.75%	Reduced -57	-57 -1.1%
33	AMPHENOL CORP CL A APH	APH	25,796	$2.1m0.73%	0.73%	Added +72	+72 0.3%
34	GOLDMAN SACHS ETF TR ACTIVEBETA EME GEM	GEM	70,498	$2.1m0.73%	0.73%	New
35	WP CAREY INC COM WPC	WPC	26,679	$2.1m0.71%	0.71%	Reduced -1.9k	-1,862 -6.5%
36	PFIZER INC COM PFE	PFE	49,991	$2.0m0.70%	0.70%	Added +15.7k	+15,710 45.8%
37	INTUITIVE SURGICAL INC COM NEW ISRG	ISRG	7,950	$2.0m0.70%	0.70%	Unchanged
38	INVESCO EXCH TRD SLF IDX FD RUSL 1000 DYNM OMFL	OMFL	43,634	$2.0m0.70%	0.70%	Reduced -330	-330 -0.8%
39	GOLDMAN SACHS ETF TR ACCESS US AGRAT GCOR	GCOR	48,051	$2.0m0.70%	0.70%	New
40	AMAZON COM INC COM AMZN	AMZN	19,110	$2.0m0.68%	0.68%	Added +4.5k	+4,494 30.8%
41	CVS HEALTH CORP COM CVS	CVS	26,538	$2.0m0.68%	0.68%	Added +2.8k	+2,835 12.0%
42	BROOKFIELD CORP CL A LTD VT SH BN	BN	59,282	$1.9m0.67%	0.67%	Reduced -13	-13 -0.0%
43	CHUBB LIMITED COM CB	CB	9,826	$1.9m0.66%	0.66%	Reduced -66	-66 -0.7%
44	META PLATFORMS INC CL A META	META	8,770	$1.9m0.64%	0.64%	Added +2.4k	+2,435 38.4%
45	CINTAS CORP COM CTAS	CTAS	3,780	$1.7m0.60%	0.60%	Reduced -975	-975 -20.5%
46	NUCOR CORP COM NUE	NUE	11,230	$1.7m0.60%	0.60%	Reduced -2.8k	-2,800 -20.0%
47	RTX CORPORATION COM RTX	RTX	17,550	$1.7m0.59%	0.59%	Added +4.1k	+4,088 30.4%
48	TESLA INC COM TSLA	TSLA	8,277	$1.7m0.59%	0.59%	Added +877	+877 11.8%
49	COMCAST CORP NEW CL A CMCSA	CMCSA	44,551	$1.7m0.58%	0.58%	Added +15.8k	+15,835 55.1%
50	CONSOLIDATED EDISON INC COM ED	ED	17,124	$1.6m0.57%	0.57%	Added +11	+11 0.1%
51	QUALCOMM INC COM QCOM	QCOM	12,836	$1.6m0.57%	0.57%	Added +14	+14 0.1%
52	EATON CORP PLC SHS ETN	ETN	9,408	$1.6m0.56%	0.56%	Added +3.7k	+3,683 64.3%
53	UNITEDHEALTH GROUP INC COM UNH	UNH	3,398	$1.6m0.56%	0.56%	Added +127	+127 3.9%
54	GOLDMAN SACHS ETF TR ACCES TREASURY GBIL	GBIL	15,725	$1.6m0.54%	0.54%	New
55	PROLOGIS INC. COM PLD	PLD	12,579	$1.6m0.54%	0.54%	Reduced -844	-844 -6.3%
56	NEXTERA ENERGY INC COM NEE	NEE	20,325	$1.6m0.54%	0.54%	Reduced -1.4k	-1,400 -6.4%
57	BROOKFIELD RENEWABLE PARTNER PARTNERSHIP UNIT BEP	BEP	49,583	$1.6m0.54%	0.54%	Added +15	+15 0.0%
58	AMERICAN CENTY ETF TR US EQT ETF AVUS	AVUS	21,980	$1.6m0.54%	0.54%	Added +569	+569 2.7%
59	FORTUNE BRANDS INNOVATIONS I COM FBIN	FBIN	25,898	$1.5m0.53%	0.53%	New
60	AMERICAN TOWER CORP NEW COM AMT	AMT	7,410	$1.5m0.52%	0.52%	Unchanged
61	LOCKHEED MARTIN CORP COM LMT	LMT	3,111	$1.5m0.51%	0.51%	Reduced -141	-141 -4.3%
62	BOEING CO COM BA	BA	6,745	$1.4m0.50%	0.50%	Reduced -101	-101 -1.5%
63	WISDOMTREE TR US QTLY DIV GRT DGRW	DGRW	22,784	$1.4m0.49%	0.49%	Reduced -1.4k	-1,420 -5.9%
64	CISCO SYS INC COM CSCO	CSCO	26,902	$1.4m0.49%	0.49%	Added +992	+992 3.8%
65	MCDONALDS CORP COM MCD	MCD	4,991	$1.4m0.48%	0.48%	Reduced -196	-196 -3.8%
66	FIRST TR EXCHANGE TRADED FD RISNG DIVD ACHIV RDVY	RDVY	30,681	$1.4m0.48%	0.48%	Reduced -281	-281 -0.9%
67	J P MORGAN EXCHANGE TRADED F EQUITY PREMIUM JEPI	JEPI	25,179	$1.4m0.48%	0.48%	Added +1.5k	+1,539 6.5%
68	ALPHABET INC CAP STK CL C GOOG	GOOG	13,075	$1.4m0.47%	0.47%	Added +4.9k	+4,875 59.5%
69	ADVANCE AUTO PARTS INC COM AAP	AAP	10,938	$1.3m0.46%	0.46%	New
70	TRACTOR SUPPLY CO COM TSCO	TSCO	5,567	$1.3m0.45%	0.45%	Reduced -2.5k	-2,493 -30.9%
71	GOLDMAN SACHS ETF TR ACTIVEBETA US GSSC	GSSC	23,420	$1.3m0.45%	0.45%	New
72	BANK AMERICA CORP COM BAC	BAC	44,932	$1.3m0.44%	0.44%	Added +6.3k	+6,285 16.3%
73	ABBOTT LABS COM ABT	ABT	12,688	$1.3m0.44%	0.44%	Reduced -4.3k	-4,254 -25.1%
74	DISNEY WALT CO COM DIS	DIS	12,784	$1.3m0.44%	0.44%	Reduced -1.4k	-1,368 -9.7%
75	ISHARES TR CORE S&P500 ETF IVV	IVV	3,108	$1.3m0.44%	0.44%	New
76	SHELL PLC SPON ADS SHEL	SHEL	22,099	$1.3m0.44%	0.44%	Added +111	+111 0.5%
77	AT&T INC COM T	T	65,751	$1.3m0.44%	0.44%	Added +2.5k	+2,537 4.0%
78	J P MORGAN EXCHANGE TRADED F ULTRA SHRT ETF JPST	JPST	23,454	$1.2m0.41%	0.41%	Added +4.8k	+4,808 25.8%
79	VANGUARD SPECIALIZED FUNDS DIV APP ETF VIG	VIG	7,355	$1.1m0.39%	0.39%	Added +2.9k	+2,944 66.7%
80	SPDR GOLD TR GOLD SHS GLD	GLD	6,080	$1.1m0.39%	0.39%	Added +875	+875 16.8%
81	IQVIA HLDGS INC COM IQV	IQV	5,600	$1.1m0.38%	0.38%	Unchanged
82	PEPSICO INC COM PEP	PEP	6,011	$1.1m0.38%	0.38%	Added +131	+131 2.2%
83	PACER FDS TR US CASH COWS 100 COWZ	COWZ	23,141	$1.1m0.38%	0.38%	Added +1.2k	+1,225 5.6%
84	ISHARES TR CORE DIV GRWTH DGRO	DGRO	21,406	$1.1m0.37%	0.37%	Added +227	+227 1.1%
85	HERSHEY CO COM HSY	HSY	4,016	$1.0m0.35%	0.35%	Added +1.6k	+1,577 64.7%
86	UNITED PARCEL SERVICE INC CL B UPS	UPS	4,977	$965.4k0.33%	0.33%	Added +2.2k	+2,247 82.3%
87	PUBLIC SVC ENTERPRISE GRP IN COM PEG	PEG	15,452	$965.0k0.33%	0.33%	Added +344	+344 2.3%
88	WISDOMTREE TR US EFFICIENT COR NTSX	NTSX	27,150	$951.9k0.33%	0.33%	Reduced -2.9k	-2,890 -9.6%
89	CORNING INC COM GLW	GLW	26,445	$933.0k0.32%	0.32%	Added +17.5k	+17,495 195.5%
90	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	14,280	$930.6k0.32%	0.32%	Reduced -4.7k	-4,720 -24.8%
91	WISDOMTREE TR US LARGECAP FUND EPS	EPS	21,050	$920.3k0.32%	0.32%	Reduced -1.0k	-1,000 -4.5%
92	ISHARES TR CONV BD ETF ICVT	ICVT	12,560	$912.1k0.32%	0.32%	Unchanged
93	SPDR SER TR BBG CONV SEC ETF CWB	CWB	13,300	$892.0k0.31%	0.31%	Unchanged
94	ICICI BANK LIMITED ADR IBN	IBN	40,700	$878.3k0.30%	0.30%	Unchanged
95	GOLDMAN SACHS ETF TR ACTIVEBETA WRLD GSWO	GSWO	21,929	$870.1k0.30%	0.30%	New
96	AMERICAN CENTY ETF TR INTL EQT ETF AVDE	AVDE	15,208	$867.3k0.30%	0.30%	Reduced -1.3k	-1,265 -7.7%
97	J P MORGAN EXCHANGE TRADED F INCOME ETF JPIE	JPIE	18,641	$853.3k0.29%	0.29%	Added +4.2k	+4,180 28.9%
98	UNION PAC CORP COM UNP	UNP	4,223	$849.8k0.29%	0.29%	Reduced -1.2k	-1,184 -21.9%
99	COSTCO WHSL CORP NEW COM COST	COST	1,707	$848.2k0.29%	0.29%	Reduced -3.3k	-3,300 -65.9%
100	BLACKROCK INC COM BLK	BLK	1,263	$845.1k0.29%	0.29%	Added +158	+158 14.3%

Sold out since Q4 2022

Security	Ticker	Shares held before	Value then
HENRY JACK & ASSOC INC JKHY	JKHY	8,120	$1.4m8.1k shares
AVERY DENNISON CORP AVY	AVY	7,280	$1.3m7.3k shares
CONSTELLATION BRANDS INC STZ	STZ	4,375	$1.0m4.4k shares
L3HARRIS TECHNOLOGIES INC LHX	LHX	4,305	$896.3k4.3k shares
DOLLAR GEN CORP NEW DG	DG	1,501	$369.6k1.5k shares
TARGET CORP TGT	TGT	2,227	$331.8k2.2k shares
NRG ENERGY INC NRG	NRG	9,949	$316.6k9.9k shares
COLGATE PALMOLIVE CO CL	CL	3,878	$305.6k3.9k shares
STERIS PLC STE	STE	1,219	$225.1k1.2k shares
WASTE CONNECTIONS INC WCN	WCN	1,650	$218.6k1.6k shares
HESS CORP HES	HES	1,500	$212.7k1.5k shares