Herold Advisors, Inc.

New York, NY · CIK 1891713 · 13F filing filed 2025-02-14

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

$458.9m reported value -0.4% vs Q3 2024

275positions

25.7%in top 10

14 new 115 added 97 reduced 11 sold out vs Q3 2024

Holdings, Q4 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	95,594	$23.9m5.22%	5.22%	Reduced -1.3k	-1,332 -1.4%
2	NVIDIA CORPORATION COM NVDA	NVDA	119,866	$16.1m3.51%	3.51%	Reduced -1.0k	-1,003 -0.8%
3	MICROSOFT CORP COM MSFT	MSFT	38,104	$16.1m3.50%	3.50%	Added +46	+46 0.1%
4	AMERICAN CENTY ETF TR US EQT ETF AVUS	AVUS	146,881	$14.2m3.10%	3.10%	Reduced -8.1k	-8,087 -5.2%
5	ELI LILLY & CO COM LLY	LLY	11,520	$8.9m1.94%	1.94%	Added +158	+158 1.4%
6	MASTERCARD INCORPORATED CL A MA	MA	16,696	$8.8m1.92%	1.92%	Reduced -586	-586 -3.4%
7	VISA INC COM CL A V	V	26,773	$8.5m1.84%	1.84%	Reduced -995	-995 -3.6%
8	JPMORGAN CHASE & CO COM JPM	JPM	30,236	$7.2m1.58%	1.58%	Reduced -1.2k	-1,191 -3.8%
9	WALMART INC COM WMT	WMT	79,357	$7.2m1.56%	1.56%	Reduced -2.2k	-2,169 -2.7%
10	AMERICAN CENTY ETF TR US SML CP VALU AVUV	AVUV	73,545	$7.1m1.55%	1.55%	Reduced -2.5k	-2,463 -3.2%
11	ABBVIE INC COM ABBV	ABBV	37,742	$6.7m1.46%	1.46%	Reduced -1.0k	-1,002 -2.6%
12	INVESCO EXCHANGE TRADED FD T S&P500 EQL WGT RSP	RSP	38,231	$6.7m1.46%	1.46%	Reduced -2.4k	-2,395 -5.9%
13	EXXON MOBIL CORP COM XOM	XOM	62,204	$6.7m1.46%	1.46%	Added +22.6k	+22,628 57.2%
14	AMAZON COM INC COM AMZN	AMZN	27,753	$6.1m1.33%	1.33%	Reduced -584	-584 -2.1%
15	META PLATFORMS INC CL A META	META	10,227	$6.0m1.31%	1.31%	Reduced -339	-339 -3.2%
16	ALPHABET INC CAP STK CL A GOOGL	GOOGL	31,578	$6.0m1.30%	1.30%	Reduced -666	-666 -2.1%
17	AMERICAN CENTY ETF TR AVANTIS CORE FI AVIG	AVIG	145,295	$5.9m1.28%	1.28%	Added +8.8k	+8,777 6.4%
18	DIMENSIONAL ETF TRUST CORE FIXED INCOM DFCF	DFCF	135,551	$5.6m1.22%	1.22%	Added +13.6k	+13,578 11.1%
19	ETF SER SOLUTIONS DISTILLATE US DSTL	DSTL	100,416	$5.5m1.20%	1.20%	Reduced -2.2k	-2,239 -2.2%
20	HOME DEPOT INC COM HD	HD	13,138	$5.1m1.11%	1.11%	Reduced -461	-461 -3.4%
21	TESLA INC COM TSLA	TSLA	12,000	$4.8m1.06%	1.06%	Reduced -148	-148 -1.2%
22	DIMENSIONAL ETF TRUST US EQUITY MARKET DFUS	DFUS	74,990	$4.8m1.04%	1.04%	Added +6.8k	+6,823 10.0%
23	INTERNATIONAL BUSINESS MACHS COM IBM	IBM	20,576	$4.5m0.99%	0.99%	Reduced -134	-134 -0.7%
24	J P MORGAN EXCHANGE TRADED F ULTRA SHRT ETF JPST	JPST	84,848	$4.3m0.93%	0.93%	Added +6.6k	+6,565 8.4%
25	VANGUARD BD INDEX FDS TOTAL BND MRKT BND	BND	57,843	$4.2m0.91%	0.91%	Added +3.9k	+3,902 7.2%
26	ISHARES TR CORE DIV GRWTH DGRO	DGRO	65,080	$4.0m0.87%	0.87%	Reduced -3.6k	-3,606 -5.2%
27	PROCTER AND GAMBLE CO COM PG	PG	22,801	$3.8m0.83%	0.83%	Added +316	+316 1.4%
28	CHEVRON CORP NEW COM CVX	CVX	26,089	$3.8m0.82%	0.82%	Added +390	+390 1.5%
29	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	7,964	$3.6m0.79%	0.79%	Added +880	+880 12.4%
30	MERCK & CO INC COM MRK	MRK	36,247	$3.6m0.79%	0.79%	Reduced -1.0k	-1,032 -2.8%
31	ISHARES TR IBOXX INV CP ETF LQD	LQD	32,984	$3.5m0.77%	0.77%	Added +2.1k	+2,109 6.8%
32	CINTAS CORP COM CTAS	CTAS	18,765	$3.4m0.75%	0.75%	Reduced -916	-916 -4.7%
33	INTUITIVE SURGICAL INC COM NEW ISRG	ISRG	6,450	$3.4m0.73%	0.73%	Unchanged
34	BROOKFIELD INFRAST PARTNERS LP INT UNIT BIP	BIP	101,427	$3.2m0.70%	0.70%	Reduced -937	-937 -0.9%
35	BROADCOM INC COM AVGO	AVGO	13,434	$3.1m0.68%	0.68%	Reduced -1.0k	-1,006 -7.0%
36	DIMENSIONAL ETF TRUST WORLD EX US CORE DFAX	DFAX	123,041	$3.1m0.67%	0.67%	Added +800	+800 0.7%
37	ONEOK INC NEW COM OKE	OKE	30,386	$3.1m0.66%	0.66%	Reduced -942	-942 -3.0%
38	J P MORGAN EXCHANGE TRADED F EQUITY PREMIUM JEPI	JEPI	52,946	$3.0m0.66%	0.66%	Added +1.2k	+1,186 2.3%
39	WISDOMTREE TR US QTLY DIV GRT DGRW	DGRW	37,354	$3.0m0.66%	0.66%	Added +2.4k	+2,390 6.8%
40	EATON CORP PLC SHS ETN	ETN	9,062	$3.0m0.66%	0.66%	Reduced -381	-381 -4.0%
41	ALPHABET INC CAP STK CL C GOOG	GOOG	15,533	$3.0m0.64%	0.64%	Reduced -485	-485 -3.0%
42	INTUIT COM INTU	INTU	4,652	$2.9m0.64%	0.64%	Reduced -242	-242 -4.9%
43	VERIZON COMMUNICATIONS INC COM VZ	VZ	72,825	$2.9m0.63%	0.63%	Added +2.2k	+2,178 3.1%
44	SELECT SECTOR SPDR TR ENERGY XLE	XLE	32,866	$2.8m0.61%	0.61%	Reduced -3.4k	-3,392 -9.4%
45	WISDOMTREE TR FLOATNG RAT TREA USFR	USFR	55,565	$2.8m0.61%	0.61%	Added +1.6k	+1,578 2.9%
46	PHILLIPS 66 COM PSX	PSX	24,521	$2.8m0.61%	0.61%	Reduced -1.0k	-1,014 -4.0%
47	BROOKFIELD CORP CL A LTD VT SH BN	BN	47,284	$2.7m0.59%	0.59%	Reduced -2.0k	-1,999 -4.1%
48	AMPHENOL CORP CL A APH	APH	38,980	$2.7m0.59%	0.59%	Unchanged
49	S&P GLOBAL INC COM SPGI	SPGI	5,385	$2.7m0.58%	0.58%	Reduced -400	-400 -6.9%
50	JOHNSON & JOHNSON COM JNJ	JNJ	18,248	$2.6m0.58%	0.58%	Reduced -9	-9 -0.1%
51	ISHARES TR MSCI INTL QUALTY IQLT	IQLT	66,971	$2.5m0.54%	0.54%	Added +855	+855 1.3%
52	FLEXSHARES TR US QUALITY CAP QLC	QLC	37,080	$2.5m0.54%	0.54%	Added +1.9k	+1,894 5.4%
53	AMERICAN CENTY ETF TR INTL EQT ETF AVDE	AVDE	37,865	$2.3m0.51%	0.51%	Added +1.8k	+1,828 5.1%
54	AMERICAN CENTY ETF TR AVANTIS US LARG AVLC	AVLC	34,009	$2.3m0.50%	0.50%	Added +18.3k	+18,285 116.3%
55	SCHWAB STRATEGIC TR SHT TM US TRES SCHO	SCHO	93,219	$2.2m0.49%	0.49%	Added +11.4k	+11,439 14.0%
56	GOLDMAN SACHS ETF TR ACTIVEBETA US LG GSLC	GSLC	17,926	$2.1m0.45%	0.45%	Reduced -923	-923 -4.9%
57	AMERICAN CENTY ETF TR US LARGE CAP VLU AVLV	AVLV	30,774	$2.1m0.45%	0.45%	Added +676	+676 2.2%
58	CHUBB LIMITED COM CB	CB	7,386	$2.0m0.44%	0.44%	Added +19	+19 0.3%
59	WISDOMTREE TR US QUALITY GROW QGRW	QGRW	41,405	$2.0m0.44%	0.44%	Added +6.7k	+6,656 19.1%
60	QUALCOMM INC COM QCOM	QCOM	13,151	$2.0m0.44%	0.44%	Added +221	+221 1.7%
61	AT&T INC COM T	T	87,235	$2.0m0.43%	0.43%	Added +4.3k	+4,270 5.2%
62	BRISTOL-MYERS SQUIBB CO COM BMY	BMY	34,988	$2.0m0.43%	0.43%	Reduced -1.4k	-1,409 -3.9%
63	BANK AMERICA CORP COM BAC	BAC	44,810	$2.0m0.43%	0.43%	Added +751	+751 1.7%
64	J P MORGAN EXCHANGE TRADED F INCOME ETF JPIE	JPIE	42,456	$1.9m0.42%	0.42%	Added +467	+467 1.1%
65	PACER FDS TR US CASH COWS 100 COWZ	COWZ	33,100	$1.9m0.41%	0.41%	Added +93	+93 0.3%
66	PFIZER INC COM PFE	PFE	69,562	$1.8m0.40%	0.40%	Added +1.3k	+1,304 1.9%
67	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	65,800	$1.8m0.40%	0.40%	Added +2.2k	+2,216 3.5%
68	NIKE INC CL B NKE	NKE	24,172	$1.8m0.40%	0.40%	Reduced -2.3k	-2,293 -8.7%
69	COMCAST CORP NEW CL A CMCSA	CMCSA	48,287	$1.8m0.39%	0.39%	Reduced -4.7k	-4,742 -8.9%
70	DIMENSIONAL ETF TRUST INTERNATNAL VAL DFIV	DFIV	50,861	$1.8m0.39%	0.39%	Added +4.3k	+4,255 9.1%
71	FLEXSHARES TR INT QLTDVDYNAM IQDY	IQDY	61,872	$1.7m0.37%	0.37%	Added +4.7k	+4,710 8.2%
72	UNITEDHEALTH GROUP INC COM UNH	UNH	3,335	$1.7m0.37%	0.37%	Reduced -718	-718 -17.7%
73	BNY MELLON ETF TRUST US LRG CP CORE BKLC	BKLC	14,897	$1.7m0.36%	0.36%	Added +1.9k	+1,881 14.4%
74	COSTCO WHSL CORP NEW COM COST	COST	1,808	$1.7m0.36%	0.36%	Reduced -216	-216 -10.7%
75	NEXTERA ENERGY INC COM NEE	NEE	23,030	$1.7m0.36%	0.36%	Added +189	+189 0.8%
76	J P MORGAN EXCHANGE TRADED F US QUALTY FCTR JQUA	JQUA	28,658	$1.6m0.36%	0.36%	Added +646	+646 2.3%
77	PIMCO ETF TR 1-5 US TIP IDX STPZ	STPZ	31,133	$1.6m0.35%	0.35%	Added +4.5k	+4,484 16.8%
78	SPDR GOLD TR GOLD SHS GLD	GLD	6,664	$1.6m0.35%	0.35%	Reduced -321	-321 -4.6%
79	LOCKHEED MARTIN CORP COM LMT	LMT	3,300	$1.6m0.35%	0.35%	Reduced -17	-17 -0.5%
80	CONSOLIDATED EDISON INC COM ED	ED	17,931	$1.6m0.35%	0.35%	Added +607	+607 3.5%
81	DISNEY WALT CO COM DIS	DIS	13,825	$1.5m0.34%	0.34%	Added +291	+291 2.1%
82	MCDONALDS CORP COM MCD	MCD	5,268	$1.5m0.33%	0.33%	Added +261	+261 5.2%
83	DIMENSIONAL ETF TRUST US CORE EQT MKT DFAU	DFAU	36,826	$1.5m0.32%	0.32%	Added +3.1k	+3,067 9.1%
84	PROLOGIS INC. COM PLD	PLD	13,962	$1.5m0.32%	0.32%	Added +42	+42 0.3%
85	SPDR SERIES TRUST PORTFLI HIGH YLD SPHY	SPHY	61,751	$1.4m0.32%	0.32%	Reduced -1.1k	-1,117 -1.8%
86	ABBOTT LABS COM ABT	ABT	12,340	$1.4m0.30%	0.30%	Added +100	+100 0.8%
87	J P MORGAN EXCHANGE TRADED F NASDAQ EQT PREM JEPQ	JEPQ	24,565	$1.4m0.30%	0.30%	Added +2.2k	+2,160 9.6%
88	AIR PRODS & CHEMS INC COM APD	APD	4,763	$1.4m0.30%	0.30%	Added +76	+76 1.6%
89	BERKSHIRE HATHAWAY INC DEL CL A BRK.A	BRK.A	2	$1.4m0.30%	0.30%	Unchanged
90	BLACKROCK INC COM BLK	BLK	1,324	$1.4m0.30%	0.30%	New
91	FIRST TR EXCHANGE TRADED FD RISNG DIVD ACHIV RDVY	RDVY	22,948	$1.4m0.30%	0.30%	Reduced -245	-245 -1.1%
92	CISCO SYS INC COM CSCO	CSCO	22,839	$1.4m0.29%	0.29%	Reduced -2.6k	-2,605 -10.2%
93	FIRST TR EXCHANGE-TRADED FD FT VEST RIS RDVI	RDVI	54,564	$1.3m0.29%	0.29%	Added +580	+580 1.1%
94	SHELL PLC SPON ADS SHEL	SHEL	20,931	$1.3m0.29%	0.29%	Reduced -91	-91 -0.4%
95	HERSHEY CO COM HSY	HSY	7,711	$1.3m0.28%	0.28%	Added +232	+232 3.1%
96	AMGEN INC COM AMGN	AMGN	5,001	$1.3m0.28%	0.28%	Reduced -296	-296 -5.6%
97	NUCOR CORP COM NUE	NUE	10,890	$1.3m0.28%	0.28%	Unchanged
98	AMERICAN TOWER CORP NEW COM AMT	AMT	6,909	$1.3m0.28%	0.28%	Added +35	+35 0.5%
99	T-MOBILE US INC COM TMUS	TMUS	5,713	$1.3m0.27%	0.27%	Reduced -1.1k	-1,068 -15.8%
100	WISDOMTREE TR US EFFICIENT COR NTSX	NTSX	27,000	$1.3m0.27%	0.27%	Unchanged

Sold out since Q3 2024

Security	Ticker	Shares held before	Value then
BLACKROCK INC BLK	BLK	1,522	$1.4m1.5k shares
LAM RESEARCH CORP		13,030	$1.1m13.0k shares
FLEXSHARES TR TDTT	TDTT	42,721	$1.0m42.7k shares
BROOKFIELD INFRASTRUCTURE CO		11,323	$492.3k11.3k shares
DEVON ENERGY CORP NEW DVN	DVN	6,700	$262.1k6.7k shares
UBER TECHNOLOGIES INC UBER	UBER	3,450	$259.3k3.5k shares
THERMO FISHER SCIENTIFIC INC TMO	TMO	378	$233.9k378 shares
FIRST TR EXCHANGE-TRADED FD FTCB	FTCB	10,540	$228.0k10.5k shares
INSPIRE MED SYS INC INSP	INSP	1,000	$211.1k1.0k shares
HESS CORP HES	HES	1,500	$203.7k1.5k shares
INVESCO MUNICIPAL TRUST VKQ	VKQ	10,293	$105.6k10.3k shares