Herold Advisors, Inc.

New York, NY · CIK 1891713 · 13F filing filed 2025-05-13

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

$455.4m reported value -0.8% vs Q4 2024

282positions

24.7%in top 10

16 new 110 added 117 reduced 9 sold out vs Q4 2024

Holdings, Q1 2025

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	99,670	$22.1m4.86%	4.86%	Added +4.1k	+4,076 4.3%
2	AMERICAN CENTY ETF TR US EQT ETF AVUS	AVUS	158,711	$14.7m3.22%	3.22%	Added +11.8k	+11,830 8.1%
3	MICROSOFT CORP COM MSFT	MSFT	37,757	$14.2m3.11%	3.11%	Reduced -347	-347 -0.9%
4	NVIDIA CORPORATION COM NVDA	NVDA	114,446	$12.4m2.72%	2.72%	Reduced -5.4k	-5,420 -4.5%
5	VISA INC COM CL A V	V	25,582	$9.0m1.97%	1.97%	Reduced -1.2k	-1,191 -4.5%
6	MASTERCARD INCORPORATED CL A MA	MA	16,049	$8.8m1.93%	1.93%	Reduced -647	-647 -3.9%
7	ELI LILLY & CO COM LLY	LLY	10,536	$8.7m1.91%	1.91%	Reduced -984	-984 -8.5%
8	EXXON MOBIL CORP COM XOM	XOM	64,955	$7.7m1.70%	1.70%	Added +2.8k	+2,751 4.4%
9	ABBVIE INC COM ABBV	ABBV	35,966	$7.5m1.65%	1.65%	Reduced -1.8k	-1,776 -4.7%
10	JPMORGAN CHASE & CO COM JPM	JPM	30,396	$7.5m1.64%	1.64%	Added +160	+160 0.5%
11	INVESCO EXCHANGE TRADED FD T S&P500 EQL WGT RSP	RSP	39,410	$6.8m1.50%	1.50%	Added +1.2k	+1,179 3.1%
12	AMERICAN CENTY ETF TR AVANTIS CORE FI AVIG	AVIG	160,694	$6.7m1.46%	1.46%	Added +15.4k	+15,399 10.6%
13	AMERICAN CENTY ETF TR US SML CP VALU AVUV	AVUV	75,690	$6.6m1.45%	1.45%	Added +2.1k	+2,145 2.9%
14	WALMART INC COM WMT	WMT	72,898	$6.4m1.41%	1.41%	Reduced -6.5k	-6,459 -8.1%
15	DIMENSIONAL ETF TRUST CORE FIXED INCOM DFCF	DFCF	150,714	$6.3m1.39%	1.39%	Added +15.2k	+15,163 11.2%
16	META PLATFORMS INC CL A META	META	9,879	$5.7m1.25%	1.25%	Reduced -348	-348 -3.4%
17	DIMENSIONAL ETF TRUST US EQUITY MARKET DFUS	DFUS	89,900	$5.4m1.19%	1.19%	Added +14.9k	+14,910 19.9%
18	ETF SER SOLUTIONS DISTILLATE US DSTL	DSTL	97,578	$5.3m1.16%	1.16%	Reduced -2.8k	-2,838 -2.8%
19	INTERNATIONAL BUSINESS MACHS COM IBM	IBM	20,779	$5.2m1.13%	1.13%	Added +203	+203 1.0%
20	AMAZON COM INC COM AMZN	AMZN	26,279	$5.0m1.10%	1.10%	Reduced -1.5k	-1,474 -5.3%
21	J P MORGAN EXCHANGE TRADED F ULTRA SHRT ETF JPST	JPST	91,419	$4.6m1.02%	1.02%	Added +6.6k	+6,571 7.7%
22	VANGUARD BD INDEX FDS TOTAL BND MRKT BND	BND	62,883	$4.6m1.01%	1.01%	Added +5.0k	+5,040 8.7%
23	ALPHABET INC CAP STK CL A GOOGL	GOOGL	29,714	$4.6m1.01%	1.01%	Reduced -1.9k	-1,864 -5.9%
24	HOME DEPOT INC COM HD	HD	12,501	$4.6m1.01%	1.01%	Reduced -637	-637 -4.8%
25	CHEVRON CORP NEW COM CVX	CVX	25,765	$4.3m0.95%	0.95%	Reduced -324	-324 -1.2%
26	PROCTER AND GAMBLE CO COM PG	PG	25,042	$4.3m0.94%	0.94%	Added +2.2k	+2,241 9.8%
27	ISHARES TR CORE DIV GRWTH DGRO	DGRO	68,087	$4.2m0.92%	0.92%	Added +3.0k	+3,007 4.6%
28	ISHARES TR IBOXX INV CP ETF LQD	LQD	35,946	$3.9m0.86%	0.86%	Added +3.0k	+2,962 9.0%
29	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	7,100	$3.8m0.83%	0.83%	Reduced -864	-864 -10.8%
30	DIMENSIONAL ETF TRUST WORLD EX US CORE DFAX	DFAX	126,896	$3.3m0.73%	0.73%	Added +3.9k	+3,855 3.1%
31	VERIZON COMMUNICATIONS INC COM VZ	VZ	72,961	$3.3m0.73%	0.73%	Added +136	+136 0.2%
32	AMERICAN CENTY ETF TR AVANTIS US LARG AVLC	AVLC	50,117	$3.2m0.71%	0.71%	Added +16.1k	+16,108 47.4%
33	WISDOMTREE TR US QTLY DIV GRT DGRW	DGRW	40,124	$3.2m0.70%	0.70%	Added +2.8k	+2,770 7.4%
34	INTUITIVE SURGICAL INC COM NEW ISRG	ISRG	6,450	$3.2m0.70%	0.70%	Unchanged
35	ONEOK INC NEW COM OKE	OKE	31,735	$3.1m0.69%	0.69%	Added +1.3k	+1,349 4.4%
36	CINTAS CORP COM CTAS	CTAS	15,136	$3.1m0.68%	0.68%	Reduced -3.6k	-3,629 -19.3%
37	SELECT SECTOR SPDR TR ENERGY XLE	XLE	33,078	$3.1m0.68%	0.68%	Added +212	+212 0.7%
38	MERCK & CO INC COM MRK	MRK	34,425	$3.1m0.68%	0.68%	Reduced -1.8k	-1,822 -5.0%
39	J P MORGAN EXCHANGE TRADED F EQUITY PREMIUM JEPI	JEPI	53,120	$3.0m0.67%	0.67%	Added +174	+174 0.3%
40	WISDOMTREE TR FLOATNG RAT TREA USFR	USFR	59,187	$3.0m0.65%	0.65%	Added +3.6k	+3,622 6.5%
41	BROOKFIELD INFRAST PARTNERS LP INT UNIT BIP	BIP	99,947	$3.0m0.65%	0.65%	Reduced -1.5k	-1,480 -1.5%
42	JOHNSON & JOHNSON COM JNJ	JNJ	17,938	$3.0m0.65%	0.65%	Reduced -310	-310 -1.7%
43	AMERICAN CENTY ETF TR INTL EQT ETF AVDE	AVDE	44,818	$3.0m0.65%	0.65%	Added +7.0k	+6,953 18.4%
44	ISHARES TR MSCI INTL QUALTY IQLT	IQLT	69,200	$2.7m0.60%	0.60%	Added +2.2k	+2,229 3.3%
45	S&P GLOBAL INC COM SPGI	SPGI	5,365	$2.7m0.60%	0.60%	Reduced -20	-20 -0.4%
46	INTUIT COM INTU	INTU	4,339	$2.7m0.59%	0.59%	Reduced -313	-313 -6.7%
47	FLEXSHARES TR US QUALITY CAP QLC	QLC	41,634	$2.7m0.58%	0.58%	Added +4.6k	+4,554 12.3%
48	AMPHENOL CORP CL A APH	APH	39,464	$2.6m0.57%	0.57%	Added +484	+484 1.2%
49	TESLA INC COM TSLA	TSLA	9,934	$2.6m0.57%	0.57%	Reduced -2.1k	-2,066 -17.2%
50	BROOKFIELD CORP CL A LTD VT SH BN	BN	47,284	$2.5m0.54%	0.54%	Unchanged
51	PHILLIPS 66 COM PSX	PSX	19,923	$2.5m0.54%	0.54%	Reduced -4.6k	-4,598 -18.8%
52	CHUBB LIMITED COM CB	CB	8,087	$2.4m0.54%	0.54%	Added +701	+701 9.5%
53	DIMENSIONAL ETF TRUST INTERNATNAL VAL DFIV	DFIV	61,691	$2.4m0.53%	0.53%	Added +10.8k	+10,830 21.3%
54	AT&T INC COM T	T	85,563	$2.4m0.53%	0.53%	Reduced -1.7k	-1,672 -1.9%
55	SCHWAB STRATEGIC TR SHT TM US TRES SCHO	SCHO	97,803	$2.4m0.52%	0.52%	Added +4.6k	+4,584 4.9%
56	ALPHABET INC CAP STK CL C GOOG	GOOG	15,197	$2.4m0.52%	0.52%	Reduced -336	-336 -2.2%
57	WISDOMTREE TR US QUALITY GROW QGRW	QGRW	52,513	$2.3m0.51%	0.51%	Added +11.1k	+11,108 26.8%
58	FLEXSHARES TR INT QLTDVDYNAM IQDY	IQDY	77,110	$2.2m0.49%	0.49%	Added +15.2k	+15,238 24.6%
59	BRISTOL-MYERS SQUIBB CO COM BMY	BMY	36,673	$2.2m0.49%	0.49%	Added +1.7k	+1,685 4.8%
60	ISHARES TR ISHS 5-10YR INVT IGIB	IGIB	42,362	$2.2m0.49%	0.49%	Added +22.3k	+22,276 110.9%
61	FLEXSHARES TR CR SCD US BD SKOR	SKOR	46,034	$2.2m0.49%	0.49%	Added +21.1k	+21,149 85.0%
62	EATON CORP PLC SHS ETN	ETN	7,861	$2.1m0.47%	0.47%	Reduced -1.2k	-1,201 -13.2%
63	AMERICAN CENTY ETF TR US LARGE CAP VLU AVLV	AVLV	32,141	$2.1m0.46%	0.46%	Added +1.4k	+1,367 4.4%
64	QUALCOMM INC COM QCOM	QCOM	13,214	$2.0m0.45%	0.45%	Added +63	+63 0.5%
65	BANK AMERICA CORP COM BAC	BAC	47,942	$2.0m0.44%	0.44%	Added +3.1k	+3,132 7.0%
66	CONSOLIDATED EDISON INC COM ED	ED	17,847	$2.0m0.43%	0.43%	Reduced -84	-84 -0.5%
67	GOLDMAN SACHS ETF TR ACTIVEBETA US LG GSLC	GSLC	17,926	$2.0m0.43%	0.43%	Unchanged
68	NEXTERA ENERGY INC COM NEE	NEE	27,485	$1.9m0.43%	0.43%	Added +4.5k	+4,455 19.3%
69	J P MORGAN EXCHANGE TRADED F INCOME ETF JPIE	JPIE	41,753	$1.9m0.42%	0.42%	Reduced -703	-703 -1.7%
70	SPDR GOLD TR GOLD SHS GLD	GLD	6,614	$1.9m0.42%	0.42%	Reduced -50	-50 -0.8%
71	BNY MELLON ETF TRUST US LRG CP CORE BKLC	BKLC	17,550	$1.9m0.41%	0.41%	Added +2.7k	+2,653 17.8%
72	COSTCO WHSL CORP NEW COM COST	COST	1,928	$1.8m0.40%	0.40%	Added +120	+120 6.6%
73	PACER FDS TR US CASH COWS 100 COWZ	COWZ	32,906	$1.8m0.40%	0.40%	Reduced -194	-194 -0.6%
74	PIMCO ETF TR 1-5 US TIP IDX STPZ	STPZ	33,257	$1.8m0.39%	0.39%	Added +2.1k	+2,124 6.8%
75	UNITEDHEALTH GROUP INC COM UNH	UNH	3,414	$1.8m0.39%	0.39%	Added +79	+79 2.4%
76	FIRST TR EXCHANGE-TRADED FD FIRST TR ENH NEW FTSM	FTSM	29,130	$1.7m0.38%	0.38%	Added +19.2k	+19,220 193.9%
77	PFIZER INC COM PFE	PFE	67,926	$1.7m0.38%	0.38%	Reduced -1.6k	-1,636 -2.4%
78	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	68,196	$1.7m0.37%	0.37%	Added +2.4k	+2,396 3.6%
79	COMCAST CORP NEW CL A CMCSA	CMCSA	46,261	$1.7m0.37%	0.37%	Reduced -2.0k	-2,026 -4.2%
80	MCDONALDS CORP COM MCD	MCD	5,457	$1.7m0.37%	0.37%	Added +189	+189 3.6%
81	ABBOTT LABS COM ABT	ABT	12,340	$1.6m0.36%	0.36%	Unchanged
82	BROADCOM INC COM AVGO	AVGO	9,737	$1.6m0.36%	0.36%	Reduced -3.7k	-3,697 -27.5%
83	DIMENSIONAL ETF TRUST US CORE EQT MKT DFAU	DFAU	42,068	$1.6m0.36%	0.36%	Added +5.2k	+5,242 14.2%
84	BERKSHIRE HATHAWAY INC DEL CL A BRK.A	BRK.A	2	$1.6m0.35%	0.35%	Unchanged
85	SPDR SERIES TRUST PORTFLI HIGH YLD SPHY	SPHY	66,340	$1.6m0.34%	0.34%	Added +4.6k	+4,589 7.4%
86	J P MORGAN EXCHANGE TRADED F US QUALTY FCTR JQUA	JQUA	27,188	$1.5m0.34%	0.34%	Reduced -1.5k	-1,470 -5.1%
87	SHELL PLC SPON ADS SHEL	SHEL	20,939	$1.5m0.34%	0.34%	Added +8	+8 0.0%
88	PROLOGIS INC. COM PLD	PLD	13,708	$1.5m0.34%	0.34%	Reduced -254	-254 -1.8%
89	NIKE INC CL B NKE	NKE	23,928	$1.5m0.33%	0.33%	Reduced -244	-244 -1.0%
90	AMERICAN TOWER CORP NEW COM AMT	AMT	6,840	$1.5m0.33%	0.33%	Reduced -69	-69 -1.0%
91	J P MORGAN EXCHANGE TRADED F NASDAQ EQT PREM JEPQ	JEPQ	28,302	$1.5m0.32%	0.32%	Added +3.7k	+3,737 15.2%
92	LOCKHEED MARTIN CORP COM LMT	LMT	3,262	$1.5m0.32%	0.32%	Reduced -38	-38 -1.1%
93	RTX CORPORATION COM RTX	RTX	10,480	$1.4m0.30%	0.30%	Reduced -134	-134 -1.3%
94	DISNEY WALT CO COM DIS	DIS	13,745	$1.4m0.30%	0.30%	Reduced -80	-80 -0.6%
95	FIRST TR EXCHANGE TRADED FD RISNG DIVD ACHIV RDVY	RDVY	22,801	$1.3m0.29%	0.29%	Reduced -147	-147 -0.6%
96	NETFLIX INC COM NFLX	NFLX	1,402	$1.3m0.29%	0.29%	Added +430	+430 44.2%
97	CISCO SYS INC COM CSCO	CSCO	20,993	$1.3m0.28%	0.28%	Reduced -1.8k	-1,846 -8.1%
98	NUCOR CORP COM NUE	NUE	10,740	$1.3m0.28%	0.28%	Reduced -150	-150 -1.4%
99	DEERE & CO COM DE	DE	2,752	$1.3m0.28%	0.28%	Added +118	+118 4.5%
100	BOEING CO COM BA	BA	7,360	$1.3m0.28%	0.28%	Added +675	+675 10.1%

Sold out since Q4 2024

Security	Ticker	Shares held before	Value then
OLD DOMINION FREIGHT LINE IN ODFL	ODFL	3,893	$686.8k3.9k shares
MICROCHIP TECHNOLOGY INC. MCHP	MCHP	6,553	$375.8k6.6k shares
FRANKLIN RESOURCES INC BEN	BEN	14,750	$299.3k14.8k shares
LAMB WESTON HLDGS INC LW	LW	4,176	$279.1k4.2k shares
COHERENT CORP COHR	COHR	2,858	$270.7k2.9k shares
OCCIDENTAL PETE CORP OXY	OXY	4,907	$242.5k4.9k shares
KROGER CO KR	KR	3,900	$238.5k3.9k shares
CARLYLE GROUP INC CG	CG	4,500	$227.2k4.5k shares
PAYPAL HLDGS INC PYPL	PYPL	2,350	$200.6k2.4k shares