Herold Advisors, Inc.

New York, NY · CIK 1891713 · 13F filing filed 2024-11-14

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

$460.5m reported value +6.5% vs Q2 2024

272positions

25.4%in top 10

16 new 110 added 91 reduced 7 sold out vs Q2 2024

Holdings, Q3 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	96,926	$22.6m4.90%	4.90%	Reduced -648	-648 -0.7%
2	MICROSOFT CORP COM MSFT	MSFT	38,058	$16.4m3.56%	3.56%	Reduced -123	-123 -0.3%
3	AMERICAN CENTY ETF TR US EQT ETF AVUS	AVUS	154,968	$14.7m3.20%	3.20%	Added +863	+863 0.6%
4	NVIDIA CORPORATION COM NVDA	NVDA	120,869	$14.7m3.19%	3.19%	Added +594	+594 0.5%
5	ELI LILLY & CO COM LLY	LLY	11,362	$10.1m2.19%	2.19%	Reduced -294	-294 -2.5%
6	MASTERCARD INCORPORATED CL A MA	MA	17,282	$8.5m1.85%	1.85%	Reduced -97	-97 -0.6%
7	ABBVIE INC COM ABBV	ABBV	38,744	$7.7m1.66%	1.66%	Reduced -405	-405 -1.0%
8	VISA INC COM CL A V	V	27,768	$7.6m1.66%	1.66%	Reduced -203	-203 -0.7%
9	AMERICAN CENTY ETF TR US SML CP VALU AVUV	AVUV	76,008	$7.3m1.58%	1.58%	Added +3.1k	+3,087 4.2%
10	INVESCO EXCHANGE TRADED FD T S&P500 EQL WGT RSP	RSP	40,626	$7.3m1.58%	1.58%	Added +80	+80 0.2%
11	JPMORGAN CHASE & CO COM JPM	JPM	31,427	$6.6m1.44%	1.44%	Reduced -547	-547 -1.7%
12	WALMART INC COM WMT	WMT	81,526	$6.6m1.43%	1.43%	Reduced -1.2k	-1,176 -1.4%
13	META PLATFORMS INC CL A META	META	10,566	$6.0m1.31%	1.31%	Reduced -802	-802 -7.0%
14	ETF SER SOLUTIONS DISTILLATE US DSTL	DSTL	102,655	$5.8m1.26%	1.26%	Reduced -9.5k	-9,525 -8.5%
15	AMERICAN CENTY ETF TR AVANTIS CORE FI AVIG	AVIG	136,518	$5.8m1.26%	1.26%	Added +17.0k	+16,988 14.2%
16	HOME DEPOT INC COM HD	HD	13,599	$5.5m1.20%	1.20%	Reduced -66	-66 -0.5%
17	ALPHABET INC CAP STK CL A GOOGL	GOOGL	32,244	$5.3m1.16%	1.16%	Reduced -196	-196 -0.6%
18	AMAZON COM INC COM AMZN	AMZN	28,337	$5.3m1.15%	1.15%	Reduced -226	-226 -0.8%
19	DIMENSIONAL ETF TRUST CORE FIXED INCOM DFCF	DFCF	121,973	$5.3m1.14%	1.14%	Added +9.2k	+9,157 8.1%
20	EXXON MOBIL CORP COM XOM	XOM	39,576	$4.6m1.01%	1.01%	Added +994	+994 2.6%
21	INTERNATIONAL BUSINESS MACHS COM IBM	IBM	20,710	$4.6m0.99%	0.99%	Added +48	+48 0.2%
22	ISHARES TR CORE DIV GRWTH DGRO	DGRO	68,686	$4.3m0.93%	0.93%	Added +67	+67 0.1%
23	DIMENSIONAL ETF TRUST US EQUITY MARKET DFUS	DFUS	68,167	$4.2m0.92%	0.92%	Added +6.1k	+6,122 9.9%
24	MERCK & CO INC COM MRK	MRK	37,279	$4.2m0.92%	0.92%	Added +70	+70 0.2%
25	CINTAS CORP COM CTAS	CTAS	19,681	$4.1m0.88%	0.88%	Reduced -435	-435 -2.2%
26	VANGUARD BD INDEX FDS TOTAL BND MRKT BND	BND	53,941	$4.1m0.88%	0.88%	Added +456	+456 0.8%
27	J P MORGAN EXCHANGE TRADED F ULTRA SHRT ETF JPST	JPST	78,283	$4.0m0.86%	0.86%	Added +2.3k	+2,334 3.1%
28	PROCTER AND GAMBLE CO COM PG	PG	22,485	$3.9m0.85%	0.85%	Added +203	+203 0.9%
29	CHEVRON CORP NEW COM CVX	CVX	25,699	$3.8m0.82%	0.82%	Added +893	+893 3.6%
30	BROOKFIELD INFRAST PARTNERS LP INT UNIT BIP	BIP	102,364	$3.6m0.78%	0.78%	Reduced -245	-245 -0.2%
31	ISHARES TR IBOXX INV CP ETF LQD	LQD	30,875	$3.5m0.76%	0.76%	Added +130	+130 0.4%
32	PHILLIPS 66 COM PSX	PSX	25,535	$3.4m0.73%	0.73%	Added +444	+444 1.8%
33	DIMENSIONAL ETF TRUST WORLD EX US CORE DFAX	DFAX	122,241	$3.3m0.72%	0.72%	Added +530	+530 0.4%
34	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	7,084	$3.3m0.71%	0.71%	Added +696	+696 10.9%
35	SELECT SECTOR SPDR TR ENERGY XLE	XLE	36,258	$3.2m0.69%	0.69%	Reduced -123	-123 -0.3%
36	TESLA INC COM TSLA	TSLA	12,148	$3.2m0.69%	0.69%	Added +845	+845 7.5%
37	VERIZON COMMUNICATIONS INC COM VZ	VZ	70,647	$3.2m0.69%	0.69%	Added +4.8k	+4,802 7.3%
38	INTUITIVE SURGICAL INC COM NEW ISRG	ISRG	6,450	$3.2m0.69%	0.69%	Unchanged
39	EATON CORP PLC SHS ETN	ETN	9,443	$3.1m0.68%	0.68%	Added +15	+15 0.2%
40	J P MORGAN EXCHANGE TRADED F EQUITY PREMIUM JEPI	JEPI	51,760	$3.1m0.67%	0.67%	Added +3.7k	+3,714 7.7%
41	INTUIT COM INTU	INTU	4,894	$3.0m0.66%	0.66%	Reduced -34	-34 -0.7%
42	S&P GLOBAL INC COM SPGI	SPGI	5,785	$3.0m0.65%	0.65%	Reduced -300	-300 -4.9%
43	JOHNSON & JOHNSON COM JNJ	JNJ	18,257	$3.0m0.64%	0.64%	Reduced -249	-249 -1.4%
44	WISDOMTREE TR US QTLY DIV GRT DGRW	DGRW	34,964	$2.9m0.63%	0.63%	Added +704	+704 2.0%
45	ONEOK INC NEW COM OKE	OKE	31,328	$2.9m0.62%	0.62%	Reduced -497	-497 -1.6%
46	ISHARES TR MSCI INTL QUALTY IQLT	IQLT	66,116	$2.7m0.60%	0.60%	Added +260	+260 0.4%
47	WISDOMTREE TR FLOATNG RAT TREA USFR	USFR	53,987	$2.7m0.59%	0.59%	Added +1.1k	+1,073 2.0%
48	ALPHABET INC CAP STK CL C GOOG	GOOG	16,018	$2.7m0.58%	0.58%	Reduced -198	-198 -1.2%
49	BROOKFIELD CORP CL A LTD VT SH BN	BN	49,283	$2.6m0.57%	0.57%	Reduced -187	-187 -0.4%
50	AMPHENOL CORP CL A APH	APH	38,980	$2.5m0.55%	0.55%	Unchanged
51	BROADCOM INC COM AVGO	AVGO	14,440	$2.5m0.54%	0.54%	Reduced -560	-560 -3.7%
52	AMERICAN CENTY ETF TR INTL EQT ETF AVDE	AVDE	36,037	$2.4m0.52%	0.52%	Added +416	+416 1.2%
53	UNITEDHEALTH GROUP INC COM UNH	UNH	4,053	$2.4m0.51%	0.51%	Reduced -111	-111 -2.7%
54	NIKE INC CL B NKE	NKE	26,465	$2.3m0.51%	0.51%	Reduced -698	-698 -2.6%
55	FLEXSHARES TR US QUALITY CAP QLC	QLC	35,186	$2.3m0.50%	0.50%	Added +11.4k	+11,362 47.7%
56	COMCAST CORP NEW CL A CMCSA	CMCSA	53,029	$2.2m0.48%	0.48%	Added +1.9k	+1,859 3.6%
57	QUALCOMM INC COM QCOM	QCOM	12,930	$2.2m0.48%	0.48%	Added +66	+66 0.5%
58	GOLDMAN SACHS ETF TR ACTIVEBETA US LG GSLC	GSLC	18,849	$2.1m0.46%	0.46%	Reduced -1.6k	-1,640 -8.0%
59	CHUBB LIMITED COM CB	CB	7,367	$2.1m0.46%	0.46%	Unchanged
60	SCHWAB STRATEGIC TR SHT TM US TRES SCHO	SCHO	40,890	$2.0m0.43%	0.43%	Added +2.2k	+2,160 5.6%
61	AMERICAN CENTY ETF TR US LARGE CAP VLU AVLV	AVLV	30,098	$2.0m0.43%	0.43%	Reduced -240	-240 -0.8%
62	PFIZER INC COM PFE	PFE	68,258	$2.0m0.43%	0.43%	Added +6.2k	+6,182 10.0%
63	J P MORGAN EXCHANGE TRADED F INCOME ETF JPIE	JPIE	41,989	$1.9m0.42%	0.42%	Added +281	+281 0.7%
64	LOCKHEED MARTIN CORP COM LMT	LMT	3,317	$1.9m0.42%	0.42%	Unchanged
65	NEXTERA ENERGY INC COM NEE	NEE	22,841	$1.9m0.42%	0.42%	Reduced -200	-200 -0.9%
66	PACER FDS TR US CASH COWS 100 COWZ	COWZ	33,007	$1.9m0.41%	0.41%	Reduced -574	-574 -1.7%
67	BRISTOL-MYERS SQUIBB CO COM BMY	BMY	36,397	$1.9m0.41%	0.41%	Added +2.0k	+1,955 5.7%
68	AT&T INC COM T	T	82,965	$1.8m0.40%	0.40%	Added +6.7k	+6,700 8.8%
69	CONSOLIDATED EDISON INC COM ED	ED	17,324	$1.8m0.39%	0.39%	Added +314	+314 1.9%
70	COSTCO WHSL CORP NEW COM COST	COST	2,024	$1.8m0.39%	0.39%	Reduced -86	-86 -4.1%
71	FLEXSHARES TR INT QLTDVDYNAM IQDY	IQDY	57,162	$1.8m0.39%	0.39%	Added +2.2k	+2,220 4.0%
72	DIMENSIONAL ETF TRUST INTERNATNAL VAL DFIV	DFIV	46,606	$1.8m0.39%	0.39%	Added +1.7k	+1,740 3.9%
73	PROLOGIS INC. COM PLD	PLD	13,920	$1.8m0.38%	0.38%	Added +75	+75 0.5%
74	BANK AMERICA CORP COM BAC	BAC	44,059	$1.7m0.38%	0.38%	Reduced -654	-654 -1.5%
75	AMGEN INC COM AMGN	AMGN	5,297	$1.7m0.37%	0.37%	Reduced -7	-7 -0.1%
76	SPDR GOLD TR GOLD SHS GLD	GLD	6,985	$1.7m0.37%	0.37%	Added +1.0k	+1,030 17.3%
77	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	15,896	$1.7m0.36%	0.36%	Added +570	+570 3.7%
78	NUCOR CORP COM NUE	NUE	10,890	$1.6m0.36%	0.36%	Reduced -80	-80 -0.7%
79	AMERICAN TOWER CORP NEW COM AMT	AMT	6,874	$1.6m0.35%	0.35%	Added +125	+125 1.9%
80	WISDOMTREE TR US QUALITY GROW QGRW	QGRW	34,749	$1.6m0.34%	0.34%	Added +5.5k	+5,517 18.9%
81	J P MORGAN EXCHANGE TRADED F US QUALTY FCTR JQUA	JQUA	28,012	$1.6m0.34%	0.34%	Added +466	+466 1.7%
82	MCDONALDS CORP COM MCD	MCD	5,007	$1.5m0.33%	0.33%	Added +35	+35 0.7%
83	SPDR SERIES TRUST PORTFLI HIGH YLD SPHY	SPHY	62,868	$1.5m0.33%	0.33%	Added +3.2k	+3,250 5.5%
84	BLACKROCK INC COM BLK	BLK	1,522	$1.4m0.31%	0.31%	Reduced -82	-82 -5.1%
85	HERSHEY CO COM HSY	HSY	7,479	$1.4m0.31%	0.31%	Reduced -1.6k	-1,609 -17.7%
86	BNY MELLON ETF TRUST US LRG CP CORE BKLC	BKLC	13,016	$1.4m0.31%	0.31%	Added +1.2k	+1,161 9.8%
87	PIMCO ETF TR 1-5 US TIP IDX STPZ	STPZ	26,649	$1.4m0.31%	0.31%	Added +2.2k	+2,170 8.9%
88	T-MOBILE US INC COM TMUS	TMUS	6,781	$1.4m0.30%	0.30%	Reduced -389	-389 -5.4%
89	AIR PRODS & CHEMS INC COM APD	APD	4,687	$1.4m0.30%	0.30%	Added +23	+23 0.5%
90	ABBOTT LABS COM ABT	ABT	12,240	$1.4m0.30%	0.30%	Reduced -40	-40 -0.3%
91	INTERCONTINENTAL EXCHANGE IN COM ICE	ICE	8,658	$1.4m0.30%	0.30%	Reduced -535	-535 -5.8%
92	SHELL PLC SPON ADS SHEL	SHEL	21,022	$1.4m0.30%	0.30%	Added +8	+8 0.0%
93	BERKSHIRE HATHAWAY INC DEL CL A BRK.A	BRK.A	2	$1.4m0.30%	0.30%	Unchanged
94	FIRST TR EXCHANGE TRADED FD RISNG DIVD ACHIV RDVY	RDVY	23,193	$1.4m0.30%	0.30%	Added +699	+699 3.1%
95	CISCO SYS INC COM CSCO	CSCO	25,444	$1.4m0.29%	0.29%	Added +115	+115 0.5%
96	DIMENSIONAL ETF TRUST US CORE EQT MKT DFAU	DFAU	33,759	$1.3m0.29%	0.29%	Added +286	+286 0.8%
97	INVESCO EXCH TRD SLF IDX FD RUSL 1000 DYNM OMFL	OMFL	25,130	$1.3m0.29%	0.29%	Reduced -26.4k	-26,417 -51.2%
98	PARKER-HANNIFIN CORP COM PH	PH	2,106	$1.3m0.29%	0.29%	Reduced -107	-107 -4.8%
99	FIRST TR EXCHANGE-TRADED FD FT VEST RIS RDVI	RDVI	53,984	$1.3m0.29%	0.29%	Added +271	+271 0.5%
100	MARTIN MARIETTA MATLS INC COM MLM	MLM	2,435	$1.3m0.28%	0.28%	Added +240	+240 10.9%

Sold out since Q2 2024

Security	Ticker	Shares held before	Value then
APPLIED MATLS INC AMAT	AMAT	2,816	$664.5k2.8k shares
AIM ETF PRODUCTS TRUST FEBW	FEBW	9,767	$289.4k9.8k shares
MODERNA INC MRNA	MRNA	2,405	$285.6k2.4k shares
FIRST TR EXCHANGE-TRADED FD FSIG	FSIG	13,327	$249.8k13.3k shares
GOLDMAN SACHS ETF TR JUST	JUST	3,000	$234.4k3.0k shares
ISHARES TR HEFA	HEFA	5,700	$202.7k5.7k shares
NEW YORK CMNTY BANCORP INC		36,629	$118.0k36.6k shares