Herold Advisors, Inc.

New York, NY · CIK 1891713 · 13F filing filed 2024-07-24

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

$432.3m reported value +4.6% vs Q1 2024

263positions

25.9%in top 10

11 new 129 added 64 reduced 13 sold out vs Q1 2024

Holdings, Q2 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	97,574	$20.6m4.75%	4.75%	Added +1.4k	+1,415 1.5%
2	MICROSOFT CORP COM MSFT	MSFT	38,181	$17.1m3.95%	3.95%	Added +448	+448 1.2%
3	NVIDIA CORPORATION COM NVDA	NVDA	120,275	$14.9m3.44%	3.44%	Reduced -5.0k	-5,035 -4.0%
4	AMERICAN CENTY ETF TR US EQT ETF AVUS	AVUS	154,105	$13.9m3.21%	3.21%	Added +6.0k	+5,996 4.0%
5	ELI LILLY & CO COM LLY	LLY	11,656	$10.6m2.44%	2.44%	Added +213	+213 1.9%
6	MASTERCARD INCORPORATED CL A MA	MA	17,379	$7.7m1.77%	1.77%	Added +209	+209 1.2%
7	VISA INC COM CL A V	V	27,971	$7.3m1.70%	1.70%	Reduced -1.1k	-1,112 -3.8%
8	ABBVIE INC COM ABBV	ABBV	39,149	$6.7m1.55%	1.55%	Added +804	+804 2.1%
9	INVESCO EXCHANGE TRADED FD T S&P500 EQL WGT RSP	RSP	40,546	$6.7m1.54%	1.54%	Added +551	+551 1.4%
10	AMERICAN CENTY ETF TR US SML CP VALU AVUV	AVUV	72,921	$6.5m1.51%	1.51%	Added +5.8k	+5,828 8.7%
11	JPMORGAN CHASE & CO COM JPM	JPM	31,974	$6.5m1.50%	1.50%	Added +2.5k	+2,464 8.3%
12	ALPHABET INC CAP STK CL A GOOGL	GOOGL	32,440	$5.9m1.37%	1.37%	Reduced -447	-447 -1.4%
13	ETF SER SOLUTIONS DISTILLATE US DSTL	DSTL	112,180	$5.8m1.33%	1.33%	Added +9.2k	+9,250 9.0%
14	META PLATFORMS INC CL A META	META	11,368	$5.7m1.33%	1.33%	Added +3.0k	+2,958 35.2%
15	WALMART INC COM WMT	WMT	82,702	$5.6m1.30%	1.30%	Reduced -205	-205 -0.2%
16	AMAZON COM INC COM AMZN	AMZN	28,563	$5.5m1.28%	1.28%	Added +401	+401 1.4%
17	AMERICAN CENTY ETF TR AVANTIS CORE FI AVIG	AVIG	119,530	$4.9m1.13%	1.13%	Added +34.6k	+34,639 40.8%
18	HOME DEPOT INC COM HD	HD	13,665	$4.7m1.09%	1.09%	Added +545	+545 4.2%
19	DIMENSIONAL ETF TRUST CORE FIXED INCOM DFCF	DFCF	112,816	$4.7m1.08%	1.08%	Added +35.6k	+35,639 46.2%
20	MERCK & CO INC COM MRK	MRK	37,209	$4.6m1.07%	1.07%	Added +44	+44 0.1%
21	EXXON MOBIL CORP COM XOM	XOM	38,582	$4.4m1.03%	1.03%	Added +1.7k	+1,713 4.7%
22	ISHARES TR CORE DIV GRWTH DGRO	DGRO	68,619	$4.0m0.91%	0.91%	Added +1.3k	+1,269 1.9%
23	CHEVRON CORP NEW COM CVX	CVX	24,806	$3.9m0.90%	0.90%	Added +36	+36 0.1%
24	VANGUARD BD INDEX FDS TOTAL BND MRKT BND	BND	53,485	$3.9m0.89%	0.89%	Added +555	+555 1.1%
25	J P MORGAN EXCHANGE TRADED F ULTRA SHRT ETF JPST	JPST	75,949	$3.8m0.89%	0.89%	Added +11.3k	+11,324 17.5%
26	PROCTER AND GAMBLE CO COM PG	PG	22,282	$3.7m0.85%	0.85%	Added +5	+5 0.0%
27	DIMENSIONAL ETF TRUST US EQUITY MARKET DFUS	DFUS	62,045	$3.7m0.84%	0.84%	Added +19.5k	+19,458 45.7%
28	INTERNATIONAL BUSINESS MACHS COM IBM	IBM	20,662	$3.6m0.83%	0.83%	Added +63	+63 0.3%
29	PHILLIPS 66 COM PSX	PSX	25,091	$3.5m0.82%	0.82%	Added +736	+736 3.0%
30	CINTAS CORP COM CTAS	CTAS	5,029	$3.5m0.81%	0.81%	Added +97	+97 2.0%
31	SELECT SECTOR SPDR TR ENERGY XLE	XLE	36,381	$3.3m0.77%	0.77%	Added +33	+33 0.1%
32	ISHARES TR IBOXX INV CP ETF LQD	LQD	30,745	$3.3m0.76%	0.76%	Added +434	+434 1.4%
33	INTUIT COM INTU	INTU	4,928	$3.2m0.75%	0.75%	Added +127	+127 2.6%
34	DIMENSIONAL ETF TRUST WORLD EX US CORE DFAX	DFAX	121,711	$3.1m0.72%	0.72%	Added +1.6k	+1,616 1.4%
35	ALPHABET INC CAP STK CL C GOOG	GOOG	16,216	$3.0m0.69%	0.69%	Added +2	+2 0.0%
36	EATON CORP PLC SHS ETN	ETN	9,428	$3.0m0.68%	0.68%	Reduced -239	-239 -2.5%
37	INTUITIVE SURGICAL INC COM NEW ISRG	ISRG	6,450	$2.9m0.66%	0.66%	Reduced -1.5k	-1,500 -18.9%
38	BROOKFIELD INFRAST PARTNERS LP INT UNIT BIP	BIP	102,609	$2.8m0.65%	0.65%	Reduced -10.2k	-10,150 -9.0%
39	J P MORGAN EXCHANGE TRADED F EQUITY PREMIUM JEPI	JEPI	48,046	$2.7m0.63%	0.63%	Added +1.0k	+1,032 2.2%
40	VERIZON COMMUNICATIONS INC COM VZ	VZ	65,845	$2.7m0.63%	0.63%	Added +2.8k	+2,794 4.4%
41	S&P GLOBAL INC COM SPGI	SPGI	6,085	$2.7m0.63%	0.63%	Reduced -405	-405 -6.2%
42	INVESCO EXCH TRD SLF IDX FD RUSL 1000 DYNM OMFL	OMFL	51,547	$2.7m0.63%	0.63%	Reduced -1.2k	-1,213 -2.3%
43	JOHNSON & JOHNSON COM JNJ	JNJ	18,506	$2.7m0.63%	0.63%	Reduced -1.2k	-1,165 -5.9%
44	WISDOMTREE TR US QTLY DIV GRT DGRW	DGRW	34,260	$2.7m0.62%	0.62%	Added +1.1k	+1,101 3.3%
45	WISDOMTREE TR FLOATNG RAT TREA USFR	USFR	52,914	$2.7m0.62%	0.62%	Added +5.0k	+5,005 10.4%
46	AMPHENOL CORP CL A APH	APH	38,980	$2.6m0.61%	0.61%	Unchanged
47	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	6,388	$2.6m0.60%	0.60%	Added +350	+350 5.8%
48	ONEOK INC NEW COM OKE	OKE	31,825	$2.6m0.60%	0.60%	Reduced -296	-296 -0.9%
49	ISHARES TR MSCI INTL QUALTY IQLT	IQLT	65,856	$2.6m0.59%	0.59%	Added +961	+961 1.5%
50	QUALCOMM INC COM QCOM	QCOM	12,864	$2.6m0.59%	0.59%	Reduced -771	-771 -5.7%
51	BROADCOM INC COM AVGO	AVGO	1,500	$2.4m0.56%	0.56%	Added +31	+31 2.1%
52	TESLA INC COM TSLA	TSLA	11,303	$2.2m0.52%	0.52%	Added +279	+279 2.5%
53	AMERICAN CENTY ETF TR INTL EQT ETF AVDE	AVDE	35,621	$2.2m0.51%	0.51%	Added +5.7k	+5,738 19.2%
54	GOLDMAN SACHS ETF TR ACTIVEBETA US LG GSLC	GSLC	20,489	$2.2m0.51%	0.51%	Reduced -10	-10 -0.1%
55	UNITEDHEALTH GROUP INC COM UNH	UNH	4,164	$2.1m0.49%	0.49%	Added +264	+264 6.8%
56	BROOKFIELD CORP CL A LTD VT SH BN	BN	49,470	$2.1m0.48%	0.48%	Reduced -6.1k	-6,062 -10.9%
57	NIKE INC CL B NKE	NKE	27,163	$2.0m0.47%	0.47%	Reduced -2.7k	-2,689 -9.0%
58	COMCAST CORP NEW CL A CMCSA	CMCSA	51,170	$2.0m0.46%	0.46%	Added +1.6k	+1,584 3.2%
59	AMERICAN CENTY ETF TR US LARGE CAP VLU AVLV	AVLV	30,338	$1.9m0.44%	0.44%	Added +14.0k	+13,985 85.5%
60	J P MORGAN EXCHANGE TRADED F INCOME ETF JPIE	JPIE	41,708	$1.9m0.44%	0.44%	Added +1.9k	+1,901 4.8%
61	CHUBB LIMITED COM CB	CB	7,367	$1.9m0.43%	0.43%	Unchanged
62	SCHWAB STRATEGIC TR SHT TM US TRES SCHO	SCHO	38,730	$1.9m0.43%	0.43%	Reduced -1.6k	-1,633 -4.0%
63	PACER FDS TR US CASH COWS 100 COWZ	COWZ	33,581	$1.8m0.42%	0.42%	Added +1.7k	+1,659 5.2%
64	COSTCO WHSL CORP NEW COM COST	COST	2,110	$1.8m0.41%	0.41%	Added +403	+403 23.6%
65	BANK AMERICA CORP COM BAC	BAC	44,713	$1.8m0.41%	0.41%	Added +12	+12 0.0%
66	PFIZER INC COM PFE	PFE	62,076	$1.7m0.40%	0.40%	Added +6.0k	+5,957 10.6%
67	NUCOR CORP COM NUE	NUE	10,970	$1.7m0.40%	0.40%	Reduced -10	-10 -0.1%
68	HERSHEY CO COM HSY	HSY	9,088	$1.7m0.39%	0.39%	Added +1.0k	+1,013 12.5%
69	AMGEN INC COM AMGN	AMGN	5,304	$1.7m0.38%	0.38%	Added +393	+393 8.0%
70	NEXTERA ENERGY INC COM NEE	NEE	23,041	$1.6m0.38%	0.38%	Unchanged
71	ISHARES TR CORE S&P500 ETF IVV	IVV	2,969	$1.6m0.38%	0.38%	Added +236	+236 8.6%
72	DIMENSIONAL ETF TRUST INTERNATNAL VAL DFIV	DFIV	44,866	$1.6m0.37%	0.37%	Added +13.9k	+13,903 44.9%
73	FLEXSHARES TR INT QLTDVDYNAM IQDY	IQDY	54,942	$1.6m0.37%	0.37%	Added +16.0k	+16,001 41.1%
74	PROLOGIS INC. COM PLD	PLD	13,845	$1.6m0.36%	0.36%	Reduced -90	-90 -0.7%
75	LOCKHEED MARTIN CORP COM LMT	LMT	3,317	$1.5m0.36%	0.36%	Reduced -272	-272 -7.6%
76	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	15,326	$1.5m0.36%	0.36%	Unchanged
77	CONSOLIDATED EDISON INC COM ED	ED	17,010	$1.5m0.35%	0.35%	Reduced -1.3k	-1,285 -7.0%
78	SHELL PLC SPON ADS SHEL	SHEL	21,014	$1.5m0.35%	0.35%	Reduced -91	-91 -0.4%
79	FLEXSHARES TR US QUALITY CAP QLC	QLC	23,824	$1.5m0.34%	0.34%	Added +8.9k	+8,862 59.2%
80	J P MORGAN EXCHANGE TRADED F US QUALTY FCTR JQUA	JQUA	27,546	$1.5m0.34%	0.34%	Added +1.1k	+1,075 4.1%
81	AT&T INC COM T	T	76,265	$1.5m0.34%	0.34%	Added +2.3k	+2,340 3.2%
82	BRISTOL-MYERS SQUIBB CO COM BMY	BMY	34,442	$1.4m0.33%	0.33%	Added +1.5k	+1,529 4.7%
83	KLA CORP COM NEW KLAC	KLAC	1,717	$1.4m0.33%	0.33%	Added +49	+49 2.9%
84	CVS HEALTH CORP COM CVS	CVS	23,726	$1.4m0.32%	0.32%	Added +2	+2 0.0%
85	INVESCO EXCHANGE TRADED FD T S&P 500 GARP ETF SPGP	SPGP	13,590	$1.4m0.32%	0.32%	Added +2	+2 0.0%
86	SPDR SERIES TRUST PORTFLI HIGH YLD SPHY	SPHY	59,618	$1.4m0.32%	0.32%	Added +571	+571 1.0%
87	LAM RESEARCH CORP COM COM		1,261	$1.3m0.31%	0.31%	Added +63	+63 5.3%
88	ELEVANCE HEALTH INC COM ELV	ELV	2,450	$1.3m0.31%	0.31%	Added +163	+163 7.1%
89	AMERICAN TOWER CORP NEW COM AMT	AMT	6,749	$1.3m0.30%	0.30%	Reduced -10	-10 -0.1%
90	WISDOMTREE TR US QUALITY GROW QGRW	QGRW	29,232	$1.3m0.30%	0.30%	Added +14.7k	+14,720 101.4%
91	CIMPRESS PLC SHS EURO CMPR	CMPR	14,900	$1.3m0.30%	0.30%	Unchanged
92	SPDR GOLD TR GOLD SHS GLD	GLD	5,955	$1.3m0.30%	0.30%	Unchanged
93	ABBOTT LABS COM ABT	ABT	12,280	$1.3m0.30%	0.30%	Unchanged
94	DISNEY WALT CO COM DIS	DIS	12,776	$1.3m0.29%	0.29%	Added +250	+250 2.0%
95	MCDONALDS CORP COM MCD	MCD	4,972	$1.3m0.29%	0.29%	Unchanged
96	PIMCO ETF TR 1-5 US TIP IDX STPZ	STPZ	24,479	$1.3m0.29%	0.29%	Added +969	+969 4.1%
97	T-MOBILE US INC COM TMUS	TMUS	7,170	$1.3m0.29%	0.29%	Added +759	+759 11.8%
98	BLACKROCK INC COM BLK	BLK	1,604	$1.3m0.29%	0.29%	Added +145	+145 9.9%
99	INTERCONTINENTAL EXCHANGE IN COM ICE	ICE	9,193	$1.3m0.29%	0.29%	Added +802	+802 9.6%
100	FIRST TR EXCHANGE-TRADED FD FT VEST RIS RDVI	RDVI	53,713	$1.3m0.29%	0.29%	Added +459	+459 0.9%

Sold out since Q1 2024

Security	Ticker	Shares held before	Value then
VANECK ETF TRUST MOAT	MOAT	10,776	$968.9k10.8k shares
ARCHER AVIATION INC ACHR	ACHR	64,954	$300.1k65.0k shares
FIRST TR EXCHNG TRADED FD VI FIXD	FIXD	6,536	$285.2k6.5k shares
GOLDMAN SACHS ETF TR GSIE	GSIE	8,031	$275.4k8.0k shares
DOMINION ENERGY INC D	D	4,735	$232.9k4.7k shares
KROGER CO KR	KR	3,900	$222.8k3.9k shares
VANGUARD SCOTTSDALE FDS VCSH	VCSH	2,868	$221.8k2.9k shares
INSPIRE MED SYS INC INSP	INSP	1,000	$214.8k1.0k shares
BIOGEN INC BIIB	BIIB	993	$214.1k993 shares
CARLYLE GROUP INC CG	CG	4,500	$211.1k4.5k shares
GRAYSCALE BITCOIN TRUST ETF GBTC	GBTC	3,250	$205.3k3.2k shares
BIONTECH SE BNTX	BNTX	2,200	$202.9k2.2k shares
JOBY AVIATION INC JOBY	JOBY	14,620	$78.4k14.6k shares