Herold Advisors, Inc.

New York, NY · CIK 1891713 · 13F filing filed 2024-05-10

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

$413.4m reported value +14.4% vs Q4 2023

265positions

24.7%in top 10

33 new 97 added 96 reduced 12 sold out vs Q4 2023

Holdings, Q1 2024

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	96,159	$16.5m3.99%	3.99%	Added +3.9k	+3,897 4.2%
2	MICROSOFT CORP COM MSFT	MSFT	37,733	$15.9m3.84%	3.84%	Reduced -678	-678 -1.8%
3	AMERICAN CENTY ETF TR US EQT ETF AVUS	AVUS	148,109	$13.3m3.21%	3.21%	Added +13.9k	+13,851 10.3%
4	NVIDIA CORPORATION COM NVDA	NVDA	12,531	$11.3m2.74%	2.74%	Reduced -628	-628 -4.8%
5	ELI LILLY & CO COM LLY	LLY	11,443	$8.9m2.15%	2.15%	Added +559	+559 5.1%
6	MASTERCARD INCORPORATED CL A MA	MA	17,170	$8.3m2.00%	2.00%	Reduced -29	-29 -0.2%
7	VISA INC COM CL A V	V	29,083	$8.1m1.96%	1.96%	Reduced -100	-100 -0.3%
8	ABBVIE INC COM ABBV	ABBV	38,345	$7.0m1.69%	1.69%	Reduced -433	-433 -1.1%
9	INVESCO EXCHANGE TRADED FD T S&P500 EQL WGT RSP	RSP	39,995	$6.8m1.64%	1.64%	Reduced -58	-58 -0.1%
10	AMERICAN CENTY ETF TR US SML CP VALU AVUV	AVUV	67,093	$6.3m1.52%	1.52%	Added +9.7k	+9,671 16.8%
11	JPMORGAN CHASE & CO COM JPM	JPM	29,510	$5.9m1.43%	1.43%	Reduced -5.5k	-5,459 -15.6%
12	ETF SER SOLUTIONS DISTILLATE US DSTL	DSTL	102,930	$5.5m1.34%	1.34%	Added +21.9k	+21,927 27.1%
13	AMAZON COM INC COM AMZN	AMZN	28,162	$5.1m1.23%	1.23%	Added +9.8k	+9,790 53.3%
14	HOME DEPOT INC COM HD	HD	13,120	$5.0m1.22%	1.22%	Reduced -192	-192 -1.4%
15	WALMART INC COM WMT	WMT	82,907	$5.0m1.21%	1.21%	Added +2.6k	+2,555 3.2%
16	ALPHABET INC CAP STK CL A GOOGL	GOOGL	32,887	$5.0m1.20%	1.20%	Added +178	+178 0.5%
17	MERCK & CO INC COM MRK	MRK	37,165	$4.9m1.19%	1.19%	Reduced -627	-627 -1.7%
18	EXXON MOBIL CORP COM XOM	XOM	36,869	$4.3m1.04%	1.04%	Added +1.8k	+1,757 5.0%
19	META PLATFORMS INC CL A META	META	8,410	$4.1m0.99%	0.99%	Added +245	+245 3.0%
20	PHILLIPS 66 COM PSX	PSX	24,355	$4.0m0.96%	0.96%	Reduced -1.7k	-1,673 -6.4%
21	INTERNATIONAL BUSINESS MACHS COM IBM	IBM	20,599	$3.9m0.95%	0.95%	Reduced -890	-890 -4.1%
22	ISHARES TR CORE DIV GRWTH DGRO	DGRO	67,350	$3.9m0.95%	0.95%	Reduced -5.5k	-5,504 -7.5%
23	CHEVRON CORP NEW COM CVX	CVX	24,770	$3.9m0.95%	0.95%	Added +305	+305 1.2%
24	VANGUARD BD INDEX FDS TOTAL BND MRKT BND	BND	52,930	$3.8m0.93%	0.93%	Added +906	+906 1.7%
25	PROCTER AND GAMBLE CO COM PG	PG	22,277	$3.6m0.87%	0.87%	Reduced -4.3k	-4,315 -16.2%
26	BROOKFIELD INFRAST PARTNERS LP INT UNIT BIP	BIP	112,759	$3.5m0.85%	0.85%	Reduced -5.1k	-5,133 -4.3%
27	AMERICAN CENTY ETF TR AVANTIS CORE FI AVIG	AVIG	84,891	$3.5m0.85%	0.85%	Added +76.3k	+76,262 883.8%
28	SELECT SECTOR SPDR TR ENERGY XLE	XLE	36,348	$3.4m0.83%	0.83%	Added +284	+284 0.8%
29	CINTAS CORP COM CTAS	CTAS	4,932	$3.4m0.82%	0.82%	Reduced -94	-94 -1.9%
30	ISHARES TR IBOXX INV CP ETF LQD	LQD	30,311	$3.3m0.80%	0.80%	Reduced -116	-116 -0.4%
31	J P MORGAN EXCHANGE TRADED F ULTRA SHRT ETF JPST	JPST	64,625	$3.3m0.79%	0.79%	Added +9.5k	+9,473 17.2%
32	DIMENSIONAL ETF TRUST CORE FIXED INCOM DFCF	DFCF	77,177	$3.2m0.78%	0.78%	Added +67.1k	+67,066 663.3%
33	INTUITIVE SURGICAL INC COM NEW ISRG	ISRG	7,950	$3.2m0.77%	0.77%	Unchanged
34	INTUIT COM INTU	INTU	4,801	$3.1m0.75%	0.75%	Reduced -317	-317 -6.2%
35	JOHNSON & JOHNSON COM JNJ	JNJ	19,671	$3.1m0.75%	0.75%	Added +96	+96 0.5%
36	DIMENSIONAL ETF TRUST WORLD EX US CORE DFAX	DFAX	120,095	$3.1m0.74%	0.74%	Added +4.7k	+4,680 4.0%
37	EATON CORP PLC SHS ETN	ETN	9,667	$3.0m0.73%	0.73%	Reduced -824	-824 -7.8%
38	INVESCO EXCH TRD SLF IDX FD RUSL 1000 DYNM OMFL	OMFL	52,760	$2.9m0.70%	0.70%	Reduced -3.9k	-3,883 -6.9%
39	NIKE INC CL B NKE	NKE	29,852	$2.8m0.68%	0.68%	Reduced -6.7k	-6,666 -18.2%
40	S&P GLOBAL INC COM SPGI	SPGI	6,490	$2.8m0.67%	0.67%	Reduced -100	-100 -1.5%
41	J P MORGAN EXCHANGE TRADED F EQUITY PREMIUM JEPI	JEPI	47,014	$2.7m0.66%	0.66%	Added +2.7k	+2,697 6.1%
42	VERIZON COMMUNICATIONS INC COM VZ	VZ	63,051	$2.6m0.64%	0.64%	Added +3.3k	+3,321 5.6%
43	ONEOK INC NEW COM OKE	OKE	32,121	$2.6m0.62%	0.62%	Reduced -14.5k	-14,536 -31.2%
44	ISHARES TR MSCI INTL QUALTY IQLT	IQLT	64,895	$2.6m0.62%	0.62%	Reduced -190	-190 -0.3%
45	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	6,038	$2.5m0.61%	0.61%	Added +3.1k	+3,063 103.0%
46	WISDOMTREE TR US QTLY DIV GRT DGRW	DGRW	33,159	$2.5m0.61%	0.61%	Reduced -3.7k	-3,675 -10.0%
47	ALPHABET INC CAP STK CL C GOOG	GOOG	16,214	$2.5m0.60%	0.60%	Added +365	+365 2.3%
48	DIMENSIONAL ETF TRUST US EQUITY MARKET DFUS	DFUS	42,587	$2.4m0.59%	0.59%	Added +34.6k	+34,611 433.9%
49	WISDOMTREE TR FLOATNG RAT TREA USFR	USFR	47,909	$2.4m0.58%	0.58%	Added +8.8k	+8,830 22.6%
50	ZOETIS INC CL A ZTS	ZTS	14,094	$2.4m0.58%	0.58%	Reduced -642	-642 -4.4%
51	BROOKFIELD CORP CL A LTD VT SH BN	BN	55,532	$2.3m0.56%	0.56%	Reduced -4.2k	-4,250 -7.1%
52	QUALCOMM INC COM QCOM	QCOM	13,635	$2.3m0.56%	0.56%	Added +1.1k	+1,101 8.8%
53	AMPHENOL CORP CL A APH	APH	19,490	$2.2m0.54%	0.54%	Reduced -8.4k	-8,414 -30.1%
54	NUCOR CORP COM NUE	NUE	10,980	$2.2m0.53%	0.53%	Unchanged
55	COMCAST CORP NEW CL A CMCSA	CMCSA	49,586	$2.1m0.52%	0.52%	Added +277	+277 0.6%
56	GOLDMAN SACHS ETF TR ACTIVEBETA US LG GSLC	GSLC	20,499	$2.1m0.51%	0.51%	Reduced -399	-399 -1.9%
57	BROADCOM INC COM AVGO	AVGO	1,469	$1.9m0.47%	0.47%	Reduced -98	-98 -6.2%
58	SCHWAB STRATEGIC TR SHT TM US TRES SCHO	SCHO	40,363	$1.9m0.47%	0.47%	Added +1.8k	+1,844 4.8%
59	TESLA INC COM TSLA	TSLA	11,024	$1.9m0.47%	0.47%	Added +3.0k	+2,971 36.9%
60	UNITEDHEALTH GROUP INC COM UNH	UNH	3,900	$1.9m0.47%	0.47%	Reduced -66	-66 -1.7%
61	CHUBB LIMITED COM CB	CB	7,367	$1.9m0.46%	0.46%	Reduced -3.8k	-3,792 -34.0%
62	AMERICAN CENTY ETF TR INTL EQT ETF AVDE	AVDE	29,883	$1.9m0.46%	0.46%	Added +9.0k	+9,019 43.2%
63	CVS HEALTH CORP COM CVS	CVS	23,724	$1.9m0.46%	0.46%	Reduced -241	-241 -1.0%
64	PACER FDS TR US CASH COWS 100 COWZ	COWZ	31,922	$1.9m0.45%	0.45%	Reduced -4.8k	-4,765 -13.0%
65	PROLOGIS INC. COM PLD	PLD	13,935	$1.8m0.44%	0.44%	Reduced -525	-525 -3.6%
66	J P MORGAN EXCHANGE TRADED F INCOME ETF JPIE	JPIE	39,807	$1.8m0.44%	0.44%	Reduced -2.4k	-2,398 -5.7%
67	BRISTOL-MYERS SQUIBB CO COM BMY	BMY	32,913	$1.8m0.43%	0.43%	Added +1.2k	+1,169 3.7%
68	BANK AMERICA CORP COM BAC	BAC	44,701	$1.7m0.41%	0.41%	Reduced -2.4k	-2,392 -5.1%
69	CONSOLIDATED EDISON INC COM ED	ED	18,295	$1.7m0.40%	0.40%	Reduced -1.1k	-1,085 -5.6%
70	DEERE & CO COM DE	DE	3,983	$1.6m0.40%	0.40%	Reduced -1.8k	-1,806 -31.2%
71	LOCKHEED MARTIN CORP COM LMT	LMT	3,589	$1.6m0.39%	0.39%	Added +141	+141 4.1%
72	HERSHEY CO COM HSY	HSY	8,075	$1.6m0.38%	0.38%	Added +1.2k	+1,223 17.9%
73	PFIZER INC COM PFE	PFE	56,119	$1.6m0.38%	0.38%	Reduced -7.6k	-7,643 -12.0%
74	DISNEY WALT CO COM DIS	DIS	12,526	$1.5m0.37%	0.37%	Added +264	+264 2.1%
75	NEXTERA ENERGY INC COM NEE	NEE	23,041	$1.5m0.36%	0.36%	Added +463	+463 2.0%
76	AIR PRODS & CHEMS INC COM APD	APD	6,043	$1.5m0.35%	0.35%	Added +1.2k	+1,196 24.7%
77	INVESCO EXCHANGE TRADED FD T S&P 500 GARP ETF SPGP	SPGP	13,588	$1.4m0.35%	0.35%	Reduced -483	-483 -3.4%
78	ISHARES TR CORE S&P500 ETF IVV	IVV	2,733	$1.4m0.35%	0.35%	Reduced -568	-568 -17.2%
79	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	15,326	$1.4m0.34%	0.34%	Added +1.0k	+1,046 7.3%
80	DICKS SPORTING GOODS INC COM DKS	DKS	6,306	$1.4m0.34%	0.34%	Added +100	+100 1.6%
81	SHELL PLC SPON ADS SHEL	SHEL	21,105	$1.4m0.34%	0.34%	Added +207	+207 1.0%
82	MCDONALDS CORP COM MCD	MCD	4,972	$1.4m0.34%	0.34%	Added +88	+88 1.8%
83	J P MORGAN EXCHANGE TRADED F US QUALTY FCTR JQUA	JQUA	26,471	$1.4m0.34%	0.34%	Reduced -2.7k	-2,733 -9.4%
84	AMGEN INC COM AMGN	AMGN	4,911	$1.4m0.34%	0.34%	Added +3.0k	+3,037 162.1%
85	ABBOTT LABS COM ABT	ABT	12,280	$1.4m0.34%	0.34%	Reduced -7.1k	-7,122 -36.7%
86	SPDR SERIES TRUST PORTFLI HIGH YLD SPHY	SPHY	59,047	$1.4m0.34%	0.34%	Reduced -110	-110 -0.2%
87	IQVIA HLDGS INC COM IQV	IQV	5,400	$1.4m0.33%	0.33%	Unchanged
88	AMERICAN TOWER CORP NEW COM AMT	AMT	6,759	$1.3m0.32%	0.32%	Added +47	+47 0.7%
89	BOEING CO COM BA	BA	6,880	$1.3m0.32%	0.32%	Added +490	+490 7.7%
90	CIMPRESS PLC SHS EURO CMPR	CMPR	14,900	$1.3m0.32%	0.32%	Unchanged
91	FIRST TR EXCHANGE-TRADED FD FT VEST RIS RDVI	RDVI	53,254	$1.3m0.32%	0.32%	Added +185	+185 0.3%
92	AT&T INC COM T	T	73,925	$1.3m0.31%	0.31%	Added +4.4k	+4,435 6.4%
93	CISCO SYS INC COM CSCO	CSCO	25,829	$1.3m0.31%	0.31%	Reduced -4.3k	-4,290 -14.2%
94	MARTIN MARIETTA MATLS INC COM MLM	MLM	2,099	$1.3m0.31%	0.31%	New
95	BERKSHIRE HATHAWAY INC DEL CL A BRK.A	BRK.A	2	$1.3m0.31%	0.31%	Unchanged
96	FIRST TR EXCHANGE TRADED FD RISNG DIVD ACHIV RDVY	RDVY	22,394	$1.3m0.30%	0.30%	Reduced -3.1k	-3,110 -12.2%
97	COSTCO WHSL CORP NEW COM COST	COST	1,707	$1.3m0.30%	0.30%	Added +200	+200 13.3%
98	HUBBELL INC COM HUBB	HUBB	2,985	$1.2m0.30%	0.30%	New
99	SPDR GOLD TR GOLD SHS GLD	GLD	5,955	$1.2m0.30%	0.30%	Unchanged
100	BLACKROCK INC COM BLK	BLK	1,459	$1.2m0.29%	0.29%	Reduced -71	-71 -4.6%

Sold out since Q4 2023

Security	Ticker	Shares held before	Value then
BROOKFIELD RENEWABLE PARTNER BEP	BEP	47,088	$1.2m47.1k shares
DIAMONDBACK ENERGY INC FANG	FANG	6,451	$1.0m6.5k shares
LOWES COS INC LOW	LOW	3,764	$837.7k3.8k shares
APTARGROUP INC ATR	ATR	3,500	$432.7k3.5k shares
BROOKFIELD RENEWABLE CORP		12,111	$348.7k12.1k shares
ISHARES TR EFV	EFV	5,387	$280.7k5.4k shares
FIRST TR EXCHANGE TRADED FD AIRR	AIRR	4,723	$273.3k4.7k shares
DOLLAR GEN CORP NEW DG	DG	1,932	$262.7k1.9k shares
STARBUCKS CORP SBUX	SBUX	2,572	$247.0k2.6k shares
TRAVELERS COMPANIES INC TRV	TRV	1,200	$228.6k1.2k shares
PUBLIC STORAGE PSA	PSA	705	$215.0k705 shares
HEWLETT PACKARD ENTERPRISE C HPE	HPE	11,904	$202.1k11.9k shares