Herold Advisors, Inc.

New York, NY · CIK 1891713 · 13F filing filed 2023-07-17

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

$326.7m reported value +12.9% vs Q1 2023

239positions

26.0%in top 10

19 new 112 added 63 reduced 10 sold out vs Q1 2023

Holdings, Q2 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	94,073	$18.2m5.59%	5.59%	Reduced -1.6k	-1,591 -1.7%
2	MICROSOFT CORP COM MSFT	MSFT	41,518	$14.1m4.33%	4.33%	Added +397	+397 1.0%
3	GOLDMAN SACHS ETF TR MARKETBETA US EQ GSUS	GSUS	163,906	$9.9m3.04%	3.04%	Added +926	+926 0.6%
4	VISA INC COM CL A V	V	29,357	$7.0m2.13%	2.13%	Added +461	+461 1.6%
5	GOLDMAN SACHS ETF TR ACTIVEBETA US LG GSLC	GSLC	79,466	$6.9m2.12%	2.12%	Added +263	+263 0.3%
6	MASTERCARD INCORPORATED CL A MA	MA	17,269	$6.8m2.08%	2.08%	Added +236	+236 1.4%
7	NVIDIA CORPORATION COM NVDA	NVDA	15,595	$6.6m2.02%	2.02%	Reduced -370	-370 -2.3%
8	GOLDMAN SACHS ETF TR ACTIVEBETA INT GSIE	GSIE	178,458	$5.6m1.71%	1.71%	Added +767	+767 0.4%
9	JPMORGAN CHASE & CO COM JPM	JPM	32,948	$4.8m1.47%	1.47%	Added +615	+615 1.9%
10	ABBVIE INC COM ABBV	ABBV	35,528	$4.8m1.47%	1.47%	Added +1.6k	+1,558 4.6%
11	BROOKFIELD INFRAST PARTNERS LP INT UNIT BIP	BIP	118,921	$4.3m1.33%	1.33%	Reduced -1.4k	-1,445 -1.2%
12	ELI LILLY & CO COM LLY	LLY	9,068	$4.3m1.30%	1.30%	Reduced -83	-83 -0.9%
13	MERCK & CO INC COM MRK	MRK	36,362	$4.2m1.28%	1.28%	Added +1.5k	+1,513 4.3%
14	WALMART INC COM WMT	WMT	26,274	$4.1m1.26%	1.26%	Added +628	+628 2.5%
15	ALPHABET INC CAP STK CL A GOOGL	GOOGL	33,977	$4.1m1.24%	1.24%	Reduced -1.2k	-1,182 -3.4%
16	HOME DEPOT INC COM HD	HD	12,830	$4.0m1.22%	1.22%	Added +576	+576 4.7%
17	NIKE INC CL B NKE	NKE	34,977	$3.9m1.18%	1.18%	Added +751	+751 2.2%
18	PROCTER AND GAMBLE CO COM PG	PG	24,985	$3.8m1.16%	1.16%	Added +310	+310 1.3%
19	EXXON MOBIL CORP COM XOM	XOM	33,692	$3.6m1.11%	1.11%	Added +519	+519 1.6%
20	CHEVRON CORP NEW COM CVX	CVX	22,219	$3.5m1.07%	1.07%	Added +463	+463 2.1%
21	ETF SER SOLUTIONS DISTILLATE US DSTL	DSTL	73,052	$3.3m1.01%	1.01%	Added +21.6k	+21,581 41.9%
22	JOHNSON & JOHNSON COM JNJ	JNJ	19,062	$3.2m0.97%	0.97%	Added +17	+17 0.1%
23	AMERICAN CENTY ETF TR US EQT ETF AVUS	AVUS	40,137	$3.0m0.92%	0.92%	Added +18.2k	+18,157 82.6%
24	SELECT SECTOR SPDR TR ENERGY XLE	XLE	36,821	$3.0m0.91%	0.91%	Reduced -2.1k	-2,057 -5.3%
25	INVESCO EXCH TRD SLF IDX FD RUSL 1000 DYNM OMFL	OMFL	57,917	$2.8m0.87%	0.87%	Added +14.3k	+14,283 32.7%
26	INTERNATIONAL BUSINESS MACHS COM IBM	IBM	21,192	$2.8m0.87%	0.87%	Added +527	+527 2.5%
27	INTUITIVE SURGICAL INC COM NEW ISRG	ISRG	7,950	$2.7m0.83%	0.83%	Unchanged
28	S&P GLOBAL INC COM SPGI	SPGI	6,670	$2.7m0.82%	0.82%	Unchanged
29	ONEOK INC NEW COM OKE	OKE	42,941	$2.7m0.81%	0.81%	Added +1.6k	+1,642 4.0%
30	ZOETIS INC CL A ZTS	ZTS	14,684	$2.5m0.77%	0.77%	Added +679	+679 4.8%
31	INTUIT COM INTU	INTU	5,354	$2.5m0.75%	0.75%	Added +240	+240 4.7%
32	META PLATFORMS INC CL A META	META	8,305	$2.4m0.73%	0.73%	Reduced -465	-465 -5.3%
33	AMAZON COM INC COM AMZN	AMZN	17,786	$2.3m0.71%	0.71%	Reduced -1.3k	-1,324 -6.9%
34	VERIZON COMMUNICATIONS INC COM VZ	VZ	61,869	$2.3m0.70%	0.70%	Reduced -3.8k	-3,783 -5.8%
35	WISDOMTREE TR US QTLY DIV GRT DGRW	DGRW	34,483	$2.3m0.70%	0.70%	Added +11.7k	+11,699 51.4%
36	AMPHENOL CORP CL A APH	APH	26,983	$2.3m0.70%	0.70%	Added +1.2k	+1,187 4.6%
37	PHILLIPS 66 COM PSX	PSX	23,929	$2.3m0.70%	0.70%	Added +2.2k	+2,156 9.9%
38	GOLDMAN SACHS ETF TR ACCESS US AGRAT GCOR	GCOR	53,782	$2.2m0.68%	0.68%	Added +5.7k	+5,731 11.9%
39	DEERE & CO COM DE	DE	5,512	$2.2m0.68%	0.68%	Added +275	+275 5.2%
40	TESLA INC COM TSLA	TSLA	8,463	$2.2m0.68%	0.68%	Added +186	+186 2.2%
41	GOLDMAN SACHS ETF TR ACTIVEBETA EME GEM	GEM	70,944	$2.1m0.65%	0.65%	Added +446	+446 0.6%
42	EATON CORP PLC SHS ETN	ETN	10,417	$2.1m0.64%	0.64%	Added +1.0k	+1,009 10.7%
43	BRISTOL-MYERS SQUIBB CO COM BMY	BMY	32,617	$2.1m0.64%	0.64%	Reduced -656	-656 -2.0%
44	CVS HEALTH CORP COM CVS	CVS	29,642	$2.0m0.63%	0.63%	Added +3.1k	+3,104 11.7%
45	BROOKFIELD CORP CL A LTD VT SH BN	BN	59,282	$2.0m0.61%	0.61%	Unchanged
46	CHUBB LIMITED COM CB	CB	10,368	$2.0m0.61%	0.61%	Added +542	+542 5.5%
47	FORTUNE BRANDS INNOVATIONS I COM FBIN	FBIN	27,433	$2.0m0.60%	0.60%	Added +1.5k	+1,535 5.9%
48	COMCAST CORP NEW CL A CMCSA	CMCSA	47,388	$2.0m0.60%	0.60%	Added +2.8k	+2,837 6.4%
49	J P MORGAN EXCHANGE TRADED F ULTRA SHRT ETF JPST	JPST	39,191	$2.0m0.60%	0.60%	Added +15.7k	+15,737 67.1%
50	PFIZER INC COM PFE	PFE	53,025	$1.9m0.60%	0.60%	Added +3.0k	+3,034 6.1%
51	CINTAS CORP COM CTAS	CTAS	3,780	$1.9m0.58%	0.58%	Unchanged
52	NUCOR CORP COM NUE	NUE	11,430	$1.9m0.57%	0.57%	Added +200	+200 1.8%
53	RTX CORPORATION COM RTX	RTX	18,555	$1.8m0.56%	0.56%	Added +1.0k	+1,005 5.7%
54	WP CAREY INC COM WPC	WPC	26,764	$1.8m0.55%	0.55%	Added +85	+85 0.3%
55	UNITEDHEALTH GROUP INC COM UNH	UNH	3,673	$1.8m0.54%	0.54%	Added +275	+275 8.1%
56	PACER FDS TR US CASH COWS 100 COWZ	COWZ	35,940	$1.7m0.53%	0.53%	Added +12.8k	+12,799 55.3%
57	PROLOGIS INC. COM PLD	PLD	13,423	$1.6m0.50%	0.50%	Added +844	+844 6.7%
58	GOLDMAN SACHS ETF TR ACCES TREASURY GBIL	GBIL	16,025	$1.6m0.49%	0.49%	Added +300	+300 1.9%
59	CONSOLIDATED EDISON INC COM ED	ED	17,596	$1.6m0.49%	0.49%	Added +472	+472 2.8%
60	NEXTERA ENERGY INC COM NEE	NEE	20,922	$1.6m0.48%	0.48%	Added +597	+597 2.9%
61	ALPHABET INC CAP STK CL C GOOG	GOOG	12,759	$1.5m0.47%	0.47%	Reduced -316	-316 -2.4%
62	J P MORGAN EXCHANGE TRADED F EQUITY PREMIUM JEPI	JEPI	27,896	$1.5m0.47%	0.47%	Added +2.7k	+2,717 10.8%
63	QUALCOMM INC COM QCOM	QCOM	12,917	$1.5m0.47%	0.47%	Added +81	+81 0.6%
64	J P MORGAN EXCHANGE TRADED F INCOME ETF JPIE	JPIE	33,909	$1.5m0.47%	0.47%	Added +15.3k	+15,268 81.9%
65	MCDONALDS CORP COM MCD	MCD	4,898	$1.5m0.45%	0.45%	Reduced -93	-93 -1.9%
66	LOCKHEED MARTIN CORP COM LMT	LMT	3,174	$1.5m0.45%	0.45%	Added +63	+63 2.0%
67	BROOKFIELD RENEWABLE PARTNER PARTNERSHIP UNIT BEP	BEP	49,209	$1.5m0.44%	0.44%	Reduced -374	-374 -0.8%
68	CISCO SYS INC COM CSCO	CSCO	27,400	$1.4m0.43%	0.43%	Added +498	+498 1.9%
69	ISHARES TR CORE S&P500 ETF IVV	IVV	3,108	$1.4m0.42%	0.42%	Unchanged
70	FIRST TR EXCHANGE TRADED FD RISNG DIVD ACHIV RDVY	RDVY	29,332	$1.4m0.42%	0.42%	Reduced -1.3k	-1,349 -4.4%
71	GOLDMAN SACHS ETF TR ACTIVEBETA US GSSC	GSSC	23,454	$1.4m0.41%	0.41%	Added +34	+34 0.1%
72	ABBOTT LABS COM ABT	ABT	12,388	$1.4m0.41%	0.41%	Reduced -300	-300 -2.4%
73	INVESCO EXCHANGE TRADED FD T S&P 500 GARP ETF SPGP	SPGP	14,581	$1.3m0.41%	0.41%	Added +7.2k	+7,152 96.3%
74	BOEING CO COM BA	BA	6,241	$1.3m0.40%	0.40%	Reduced -504	-504 -7.5%
75	SHELL PLC SPON ADS SHEL	SHEL	21,610	$1.3m0.40%	0.40%	Reduced -489	-489 -2.2%
76	ISHARES TR CORE DIV GRWTH DGRO	DGRO	25,016	$1.3m0.39%	0.39%	Added +3.6k	+3,610 16.9%
77	BANK AMERICA CORP COM BAC	BAC	44,632	$1.3m0.39%	0.39%	Reduced -300	-300 -0.7%
78	AMERICAN TOWER CORP NEW COM AMT	AMT	6,580	$1.3m0.39%	0.39%	Reduced -830	-830 -11.2%
79	AMERICAN CENTY ETF TR INTL EQT ETF AVDE	AVDE	22,033	$1.3m0.39%	0.39%	Added +6.8k	+6,825 44.9%
80	IQVIA HLDGS INC COM IQV	IQV	5,600	$1.3m0.39%	0.39%	Unchanged
81	TRACTOR SUPPLY CO COM TSCO	TSCO	5,567	$1.2m0.38%	0.38%	Unchanged
82	WISDOMTREE TR FLOATNG RAT TREA USFR	USFR	23,730	$1.2m0.37%	0.37%	Added +16.8k	+16,839 244.4%
83	PEPSICO INC COM PEP	PEP	6,283	$1.2m0.36%	0.36%	Added +272	+272 4.5%
84	J P MORGAN EXCHANGE TRADED F US QUALTY FCTR JQUA	JQUA	25,867	$1.1m0.35%	0.35%	Added +15.7k	+15,747 155.6%
85	FLEXSHARES TR IBOXX 3R TARGT TDTT	TDTT	48,020	$1.1m0.35%	0.35%	Added +27.1k	+27,082 129.3%
86	FIRST TR EXCHANGE-TRADED FD FT VEST RIS RDVI	RDVI	51,094	$1.1m0.34%	0.34%	New
87	HERSHEY CO COM HSY	HSY	4,453	$1.1m0.34%	0.34%	Added +437	+437 10.9%
88	CORNING INC COM GLW	GLW	31,603	$1.1m0.34%	0.34%	Added +5.2k	+5,158 19.5%
89	FLEXSHARES TR MORNSTAR UPSTR GUNR	GUNR	27,427	$1.1m0.34%	0.34%	Added +7.6k	+7,640 38.6%
90	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	14,280	$1.1m0.33%	0.33%	Unchanged
91	SPDR GOLD TR GOLD SHS GLD	GLD	5,955	$1.1m0.32%	0.32%	Reduced -125	-125 -2.1%
92	BERKSHIRE HATHAWAY INC DEL CL A BRK.A	BRK.A	2	$1.0m0.32%	0.32%	Added +1	+1 100.0%
93	WISDOMTREE TR US EFFICIENT COR NTSX	NTSX	27,100	$1.0m0.31%	0.31%	Reduced -50	-50 -0.2%
94	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	2,936	$1.0m0.31%	0.31%	Added +433	+433 17.3%
95	UNITED PARCEL SERVICE INC CL B UPS	UPS	5,581	$1.0m0.31%	0.31%	Added +604	+604 12.1%
96	DISNEY WALT CO COM DIS	DIS	11,180	$998.1k0.31%	0.31%	Reduced -1.6k	-1,604 -12.6%
97	VANGUARD SPECIALIZED FUNDS DIV APP ETF VIG	VIG	6,101	$991.1k0.30%	0.30%	Reduced -1.3k	-1,254 -17.1%
98	WISDOMTREE TR US LARGECAP FUND EPS	EPS	21,050	$983.2k0.30%	0.30%	Unchanged
99	AT&T INC COM T	T	61,277	$977.4k0.30%	0.30%	Reduced -4.5k	-4,474 -6.8%
100	FLEXSHARES TR US QT LW VLTY QLV	QLV	18,264	$975.7k0.30%	0.30%	Added +12.4k	+12,356 209.1%

Sold out since Q1 2023

Security	Ticker	Shares held before	Value then
ABB LTD ABBNY	ABBNY	15,900	$545.4k15.9k shares
ICAHN ENTERPRISES LP IEP	IEP	7,084	$366.3k7.1k shares
PAYPAL HLDGS INC PYPL	PYPL	4,300	$326.5k4.3k shares
JOHNSON CTLS INTL PLC JCI	JCI	3,760	$226.4k3.8k shares
KRAFT HEINZ CO KHC	KHC	5,750	$222.4k5.8k shares
INVESCO EXCH TRADED FD TR II SPLV	SPLV	3,460	$215.9k3.5k shares
ISHARES TR TIP	TIP	1,943	$214.2k1.9k shares
SIREN ETF TR		3,855	$204.6k3.9k shares
PACER FDS TR INDS	INDS	5,000	$202.5k5.0k shares
NUVEEN PFD & INCOME OPPORTUN JPC	JPC	10,092	$66.4k10.1k shares