Herold Advisors, Inc.

New York, NY · CIK 1891713 · 13F filing filed 2024-02-02

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

$361.5m reported value +10.0% vs Q3 2023

244positions

24.7%in top 10

20 new 87 added 84 reduced 22 sold out vs Q3 2023

Holdings, Q4 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	92,262	$17.8m4.91%	4.91%	Reduced -505	-505 -0.5%
2	MICROSOFT CORP COM MSFT	MSFT	38,411	$14.4m4.00%	4.00%	Reduced -1.2k	-1,217 -3.1%
3	AMERICAN CENTY ETF TR US EQT ETF AVUS	AVUS	134,258	$10.9m3.03%	3.03%	Added +92.8k	+92,764 223.6%
4	VISA INC COM CL A V	V	29,183	$7.6m2.10%	2.10%	Reduced -316	-316 -1.1%
5	MASTERCARD INCORPORATED CL A MA	MA	17,199	$7.3m2.03%	2.03%	Reduced -205	-205 -1.2%
6	NVIDIA CORPORATION COM NVDA	NVDA	13,159	$6.5m1.80%	1.80%	Unchanged
7	ELI LILLY & CO COM LLY	LLY	10,884	$6.3m1.76%	1.76%	Reduced -215	-215 -1.9%
8	INVESCO EXCHANGE TRADED FD T S&P500 EQL WGT RSP	RSP	40,053	$6.3m1.75%	1.75%	Added +37.8k	+37,808 1684.1%
9	ABBVIE INC COM ABBV	ABBV	38,778	$6.0m1.66%	1.66%	Added +682	+682 1.8%
10	JPMORGAN CHASE & CO COM JPM	JPM	34,969	$5.9m1.65%	1.65%	Reduced -327	-327 -0.9%
11	AMERICAN CENTY ETF TR US SML CP VALU AVUV	AVUV	57,422	$5.2m1.43%	1.43%	Added +48.1k	+48,088 515.2%
12	HOME DEPOT INC COM HD	HD	13,312	$4.6m1.28%	1.28%	Added +13	+13 0.1%
13	ALPHABET INC CAP STK CL A GOOGL	GOOGL	32,709	$4.6m1.26%	1.26%	Added +399	+399 1.2%
14	WALMART INC COM WMT	WMT	26,784	$4.2m1.17%	1.17%	Added +399	+399 1.5%
15	MERCK & CO INC COM MRK	MRK	37,792	$4.1m1.14%	1.14%	Added +854	+854 2.3%
16	ETF SER SOLUTIONS DISTILLATE US DSTL	DSTL	81,003	$4.0m1.11%	1.11%	Added +5.9k	+5,898 7.8%
17	NIKE INC CL B NKE	NKE	36,518	$4.0m1.10%	1.10%	Reduced -294	-294 -0.8%
18	ISHARES TR CORE DIV GRWTH DGRO	DGRO	72,854	$3.9m1.08%	1.08%	Added +50.5k	+50,502 225.9%
19	PROCTER AND GAMBLE CO COM PG	PG	26,592	$3.9m1.08%	1.08%	Added +581	+581 2.2%
20	VANGUARD BD INDEX FDS TOTAL BND MRKT BND	BND	52,024	$3.8m1.06%	1.06%	Added +45.7k	+45,655 716.8%
21	BROOKFIELD INFRAST PARTNERS LP INT UNIT BIP	BIP	117,892	$3.7m1.03%	1.03%	Added +611	+611 0.5%
22	CHEVRON CORP NEW COM CVX	CVX	24,465	$3.6m1.01%	1.01%	Added +446	+446 1.9%
23	INTERNATIONAL BUSINESS MACHS COM IBM	IBM	21,489	$3.5m0.97%	0.97%	Reduced -391	-391 -1.8%
24	EXXON MOBIL CORP COM XOM	XOM	35,112	$3.5m0.97%	0.97%	Added +1.3k	+1,260 3.7%
25	PHILLIPS 66 COM PSX	PSX	26,028	$3.5m0.96%	0.96%	Reduced -369	-369 -1.4%
26	ISHARES TR IBOXX INV CP ETF LQD	LQD	30,427	$3.4m0.93%	0.93%	Added +26.9k	+26,945 773.8%
27	ONEOK INC NEW COM OKE	OKE	46,657	$3.3m0.91%	0.91%	Added +403	+403 0.9%
28	INTUIT COM INTU	INTU	5,118	$3.2m0.88%	0.88%	Reduced -39	-39 -0.8%
29	JOHNSON & JOHNSON COM JNJ	JNJ	19,575	$3.1m0.85%	0.85%	Reduced -115	-115 -0.6%
30	CINTAS CORP COM CTAS	CTAS	5,026	$3.0m0.84%	0.84%	Reduced -110	-110 -2.1%
31	SELECT SECTOR SPDR TR ENERGY XLE	XLE	36,064	$3.0m0.84%	0.84%	Reduced -754	-754 -2.0%
32	INVESCO EXCH TRD SLF IDX FD RUSL 1000 DYNM OMFL	OMFL	56,643	$2.9m0.81%	0.81%	Added +629	+629 1.1%
33	ZOETIS INC CL A ZTS	ZTS	14,736	$2.9m0.80%	0.80%	Reduced -240	-240 -1.6%
34	S&P GLOBAL INC COM SPGI	SPGI	6,590	$2.9m0.80%	0.80%	Reduced -2	-2 -0.0%
35	META PLATFORMS INC CL A META	META	8,165	$2.9m0.80%	0.80%	Added +46	+46 0.6%
36	DIMENSIONAL ETF TRUST WORLD EX US CORE DFAX	DFAX	115,415	$2.8m0.78%	0.78%	New
37	AMAZON COM INC COM AMZN	AMZN	18,372	$2.8m0.77%	0.77%	Added +701	+701 4.0%
38	J P MORGAN EXCHANGE TRADED F ULTRA SHRT ETF JPST	JPST	55,152	$2.8m0.77%	0.77%	Added +5.8k	+5,794 11.7%
39	AMPHENOL CORP CL A APH	APH	27,904	$2.8m0.77%	0.77%	Unchanged
40	INTUITIVE SURGICAL INC COM NEW ISRG	ISRG	7,950	$2.7m0.74%	0.74%	Unchanged
41	WISDOMTREE TR US QTLY DIV GRT DGRW	DGRW	36,834	$2.6m0.72%	0.72%	Added +495	+495 1.4%
42	EATON CORP PLC SHS ETN	ETN	10,491	$2.5m0.70%	0.70%	Unchanged
43	CHUBB LIMITED COM CB	CB	11,159	$2.5m0.70%	0.70%	Unchanged
44	ISHARES TR MSCI INTL QUALTY IQLT	IQLT	65,085	$2.4m0.68%	0.68%	New
45	J P MORGAN EXCHANGE TRADED F EQUITY PREMIUM JEPI	JEPI	44,317	$2.4m0.67%	0.67%	Added +3.2k	+3,157 7.7%
46	BROOKFIELD CORP CL A LTD VT SH BN	BN	59,782	$2.4m0.67%	0.67%	Unchanged
47	DEERE & CO COM DE	DE	5,789	$2.3m0.64%	0.64%	Reduced -1	-1 -0.0%
48	VERIZON COMMUNICATIONS INC COM VZ	VZ	59,730	$2.3m0.62%	0.62%	Reduced -1.2k	-1,188 -1.9%
49	ALPHABET INC CAP STK CL C GOOG	GOOG	15,849	$2.2m0.62%	0.62%	Added +2.1k	+2,090 15.2%
50	COMCAST CORP NEW CL A CMCSA	CMCSA	49,309	$2.2m0.60%	0.60%	Added +5	+5 0.0%
51	ABBOTT LABS COM ABT	ABT	19,402	$2.1m0.59%	0.59%	Reduced -1.0k	-1,048 -5.1%
52	UNITEDHEALTH GROUP INC COM UNH	UNH	3,966	$2.1m0.58%	0.58%	Unchanged
53	TESLA INC COM TSLA	TSLA	8,053	$2.0m0.55%	0.55%	Reduced -4	-4 -0.1%
54	WISDOMTREE TR FLOATNG RAT TREA USFR	USFR	39,079	$2.0m0.54%	0.54%	Added +5.4k	+5,415 16.1%
55	GOLDMAN SACHS ETF TR ACTIVEBETA US LG GSLC	GSLC	20,898	$2.0m0.54%	0.54%	Reduced -42.1k	-42,141 -66.8%
56	PROLOGIS INC. COM PLD	PLD	14,460	$1.9m0.53%	0.53%	Unchanged
57	J P MORGAN EXCHANGE TRADED F INCOME ETF JPIE	JPIE	42,205	$1.9m0.53%	0.53%	Added +3.7k	+3,706 9.6%
58	NUCOR CORP COM NUE	NUE	10,980	$1.9m0.53%	0.53%	Reduced -200	-200 -1.8%
59	PACER FDS TR US CASH COWS 100 COWZ	COWZ	36,687	$1.9m0.53%	0.53%	Added +840	+840 2.3%
60	CVS HEALTH CORP COM CVS	CVS	23,965	$1.9m0.52%	0.52%	Added +333	+333 1.4%
61	SCHWAB STRATEGIC TR SHT TM US TRES SCHO	SCHO	38,519	$1.9m0.52%	0.52%	Added +33.7k	+33,694 698.3%
62	PFIZER INC COM PFE	PFE	63,762	$1.8m0.51%	0.51%	Added +1.0k	+1,026 1.6%
63	QUALCOMM INC COM QCOM	QCOM	12,534	$1.8m0.50%	0.50%	Reduced -197	-197 -1.6%
64	CONSOLIDATED EDISON INC COM ED	ED	19,380	$1.8m0.49%	0.49%	Added +715	+715 3.8%
65	BROADCOM INC COM AVGO	AVGO	1,567	$1.7m0.48%	0.48%	Reduced -50	-50 -3.1%
66	BOEING CO COM BA	BA	6,390	$1.7m0.46%	0.46%	Reduced -101	-101 -1.6%
67	BRISTOL-MYERS SQUIBB CO COM BMY	BMY	31,744	$1.6m0.45%	0.45%	Reduced -1.9k	-1,924 -5.7%
68	BANK AMERICA CORP COM BAC	BAC	47,093	$1.6m0.44%	0.44%	Added +661	+661 1.4%
69	ISHARES TR CORE S&P500 ETF IVV	IVV	3,301	$1.6m0.44%	0.44%	Reduced -178	-178 -5.1%
70	LOCKHEED MARTIN CORP COM LMT	LMT	3,448	$1.6m0.43%	0.43%	Unchanged
71	CISCO SYS INC COM CSCO	CSCO	30,119	$1.5m0.42%	0.42%	Reduced -1.2k	-1,209 -3.9%
72	AMERICAN TOWER CORP NEW COM AMT	AMT	6,712	$1.4m0.40%	0.40%	Unchanged
73	MCDONALDS CORP COM MCD	MCD	4,884	$1.4m0.40%	0.40%	Reduced -100	-100 -2.0%
74	WASTE MGMT INC DEL COM WM	WM	7,946	$1.4m0.39%	0.39%	Unchanged
75	J P MORGAN EXCHANGE TRADED F US QUALTY FCTR JQUA	JQUA	29,204	$1.4m0.39%	0.39%	Added +1.0k	+1,003 3.6%
76	SPDR SERIES TRUST PORTFLI HIGH YLD SPHY	SPHY	59,157	$1.4m0.38%	0.38%	New
77	INVESCO EXCHANGE TRADED FD T S&P 500 GARP ETF SPGP	SPGP	14,071	$1.4m0.38%	0.38%	Added +618	+618 4.6%
78	SHELL PLC SPON ADS SHEL	SHEL	20,898	$1.4m0.38%	0.38%	Added +78	+78 0.4%
79	NEXTERA ENERGY INC COM NEE	NEE	22,578	$1.4m0.38%	0.38%	Added +201	+201 0.9%
80	AIR PRODS & CHEMS INC COM APD	APD	4,847	$1.3m0.37%	0.37%	Reduced -200	-200 -4.0%
81	FIRST TR EXCHANGE TRADED FD RISNG DIVD ACHIV RDVY	RDVY	25,504	$1.3m0.36%	0.36%	Reduced -1.5k	-1,500 -5.5%
82	HERSHEY CO COM HSY	HSY	6,852	$1.3m0.35%	0.35%	Added +1.9k	+1,950 39.8%
83	FLEXSHARES TR IBOXX 3R TARGT TDTT	TDTT	53,471	$1.3m0.35%	0.35%	Added +505	+505 0.9%
84	AMERICAN CENTY ETF TR INTL EQT ETF AVDE	AVDE	20,864	$1.3m0.35%	0.35%	Reduced -825	-825 -3.8%
85	IQVIA HLDGS INC COM IQV	IQV	5,400	$1.2m0.35%	0.35%	Reduced -200	-200 -3.6%
86	BLACKROCK INC COM BLK	BLK	1,530	$1.2m0.34%	0.34%	Reduced -27	-27 -1.7%
87	BROOKFIELD RENEWABLE PARTNER PARTNERSHIP UNIT BEP	BEP	47,088	$1.2m0.34%	0.34%	Reduced -2.1k	-2,136 -4.3%
88	FIRST TR EXCHANGE-TRADED FD FT VEST RIS RDVI	RDVI	53,069	$1.2m0.34%	0.34%	Added +876	+876 1.7%
89	CIMPRESS PLC SHS EURO CMPR	CMPR	14,900	$1.2m0.33%	0.33%	Reduced -500	-500 -3.2%
90	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	14,280	$1.2m0.33%	0.33%	Unchanged
91	AT&T INC COM T	T	69,490	$1.2m0.32%	0.32%	Added +3.9k	+3,880 5.9%
92	PIMCO ETF TR 1-5 US TIP IDX STPZ	STPZ	22,310	$1.1m0.32%	0.32%	New
93	SPDR GOLD TR GOLD SHS GLD	GLD	5,955	$1.1m0.31%	0.31%	Unchanged
94	PEPSICO INC COM PEP	PEP	6,536	$1.1m0.31%	0.31%	Added +99	+99 1.5%
95	DISNEY WALT CO COM DIS	DIS	12,262	$1.1m0.31%	0.31%	Reduced -54	-54 -0.4%
96	BERKSHIRE HATHAWAY INC DEL CL A BRK.A	BRK.A	2	$1.1m0.30%	0.30%	Unchanged
97	ELEVANCE HEALTH INC COM ELV	ELV	2,282	$1.1m0.30%	0.30%	Reduced -67	-67 -2.9%
98	WISDOMTREE TR US EFFICIENT COR NTSX	NTSX	27,100	$1.1m0.29%	0.29%	Unchanged
99	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	2,975	$1.1m0.29%	0.29%	Added +31	+31 1.1%
100	WISDOMTREE TR US LARGECAP FUND EPS	EPS	21,030	$1.1m0.29%	0.29%	Reduced -20	-20 -0.1%

Sold out since Q3 2023

Security	Ticker	Shares held before	Value then
GOLDMAN SACHS ETF TR GCOR	GCOR	69,923	$2.8m69.9k shares
GOLDMAN SACHS ETF TR GEM	GEM	66,308	$1.9m66.3k shares
GOLDMAN SACHS ETF TR GSSC	GSSC	24,221	$1.4m24.2k shares
FORTUNE BRANDS INNOVATIONS I FBIN	FBIN	18,095	$1.1m18.1k shares
GOLDMAN SACHS ETF TR GSWO	GSWO	22,972	$918.2k23.0k shares
GOLDMAN SACHS ETF TR GTIP	GTIP	17,654	$834.9k17.7k shares
GOLDMAN SACHS ETF TR GBIL	GBIL	7,711	$771.9k7.7k shares
SPDR SER TR SPTL	SPTL	29,429	$769.6k29.4k shares
FIRST TR EXCHNG TRADED FD VI FIXD	FIXD	14,940	$628.3k14.9k shares
GOLDMAN SACHS ETF TR GEMD	GEMD	16,100	$616.1k16.1k shares
FIRST TR VALUE LINE DIVID IN FVD	FVD	13,238	$495.0k13.2k shares
FIRST TR MORNINGSTAR DIVID L FDL	FDL	12,626	$422.2k12.6k shares
ISHARES TR EFG	EFG	3,487	$300.9k3.5k shares
TOTALENERGIES SE		4,057	$266.8k4.1k shares
CORTEVA INC CTVA	CTVA	4,137	$211.6k4.1k shares
GENERAL MTRS CO GM	GM	6,300	$207.7k6.3k shares
NATIONAL FUEL GAS CO NFG	NFG	3,900	$202.4k3.9k shares
TEXAS PACIFIC LAND CORPORATI TPL	TPL	110	$200.6k110 shares
TEGNA INC TGNA	TGNA	11,300	$164.6k11.3k shares
VIATRIS INC VTRS	VTRS	12,704	$125.3k12.7k shares
HALEON PLC HLN	HLN	10,009	$83.4k10.0k shares
EATON VANCE TAX-MANAGED GLOB XEXGX	XEXGX	10,250	$75.5k10.2k shares