Herold Advisors, Inc.

New York, NY · CIK 1891713 · 13F filing filed 2025-08-14

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

$477.0m reported value +4.7% vs Q1 2025

311positions

23.9%in top 10

39 new 114 added 121 reduced 10 sold out vs Q1 2025

Holdings, Q2 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	95,045	$19.5m4.09%	4.09%	Reduced -4.6k	-4,625 -4.6%
2	MICROSOFT CORP COM MSFT	MSFT	32,554	$16.2m3.39%	3.39%	Reduced -5.2k	-5,203 -13.8%
3	AMERICAN CENTY ETF TR US EQT ETF AVUS	AVUS	159,120	$16.0m3.36%	3.36%	Added +409	+409 0.3%
4	NVIDIA CORPORATION COM NVDA	NVDA	92,374	$14.6m3.06%	3.06%	Reduced -22.1k	-22,072 -19.3%
5	VISA INC COM CL A V	V	24,613	$8.7m1.83%	1.83%	Reduced -969	-969 -3.8%
6	MASTERCARD INCORPORATED CL A MA	MA	14,887	$8.4m1.75%	1.75%	Reduced -1.2k	-1,162 -7.2%
7	JPMORGAN CHASE & CO COM JPM	JPM	28,425	$8.2m1.73%	1.73%	Reduced -2.0k	-1,971 -6.5%
8	ELI LILLY & CO COM LLY	LLY	9,718	$7.6m1.59%	1.59%	Reduced -818	-818 -7.8%
9	EXXON MOBIL CORP COM XOM	XOM	68,563	$7.4m1.55%	1.55%	Added +3.6k	+3,608 5.5%
10	INVESCO EXCHANGE TRADED FD T S&P500 EQL WGT RSP	RSP	39,696	$7.2m1.51%	1.51%	Added +286	+286 0.7%
11	AMERICAN CENTY ETF TR US SML CP VALU AVUV	AVUV	77,351	$7.0m1.48%	1.48%	Added +1.7k	+1,661 2.2%
12	META PLATFORMS INC CL A META	META	9,404	$6.9m1.46%	1.46%	Reduced -475	-475 -4.8%
13	SPDR SER TR BLOOMBERG 1-3 MO BIL	BIL	75,161	$6.9m1.45%	1.45%	New
14	WALMART INC COM WMT	WMT	65,651	$6.4m1.35%	1.35%	Reduced -7.2k	-7,247 -9.9%
15	ABBVIE INC COM ABBV	ABBV	34,164	$6.3m1.33%	1.33%	Reduced -1.8k	-1,802 -5.0%
16	INTERNATIONAL BUSINESS MACHS COM IBM	IBM	20,935	$6.2m1.29%	1.29%	Added +156	+156 0.8%
17	AMAZON COM INC COM AMZN	AMZN	26,843	$5.9m1.23%	1.23%	Added +564	+564 2.1%
18	AMERICAN CENTY ETF TR AVANTIS CORE FI AVIG	AVIG	137,227	$5.7m1.20%	1.20%	Reduced -23.5k	-23,467 -14.6%
19	DIMENSIONAL ETF TRUST US EQUITY MARKET DFUS	DFUS	85,199	$5.7m1.20%	1.20%	Reduced -4.7k	-4,701 -5.2%
20	DIMENSIONAL ETF TRUST CORE FIXED INCOM DFCF	DFCF	129,089	$5.5m1.14%	1.14%	Reduced -21.6k	-21,625 -14.3%
21	ETF SER SOLUTIONS DISTILLATE US DSTL	DSTL	91,377	$5.1m1.06%	1.06%	Reduced -6.2k	-6,201 -6.3%
22	ALPHABET INC CAP STK CL A GOOGL	GOOGL	28,209	$5.0m1.04%	1.04%	Reduced -1.5k	-1,505 -5.1%
23	VANGUARD BD INDEX FDS TOTAL BND MRKT BND	BND	64,633	$4.8m1.00%	1.00%	Added +1.8k	+1,750 2.8%
24	J P MORGAN EXCHANGE TRADED F ULTRA SHRT ETF JPST	JPST	93,525	$4.7m0.99%	0.99%	Added +2.1k	+2,106 2.3%
25	ISHARES TR CORE DIV GRWTH DGRO	DGRO	64,545	$4.1m0.87%	0.87%	Reduced -3.5k	-3,542 -5.2%
26	AMERICAN CENTY ETF TR AVANTIS US LARG AVLC	AVLC	57,833	$4.1m0.86%	0.86%	Added +7.7k	+7,716 15.4%
27	ISHARES TR IBOXX INV CP ETF LQD	LQD	37,306	$4.1m0.86%	0.86%	Added +1.4k	+1,360 3.8%
28	HOME DEPOT INC COM HD	HD	11,148	$4.1m0.86%	0.86%	Reduced -1.4k	-1,353 -10.8%
29	CHEVRON CORP NEW COM CVX	CVX	28,194	$4.0m0.85%	0.85%	Added +2.4k	+2,429 9.4%
30	VERIZON COMMUNICATIONS INC COM VZ	VZ	88,037	$3.8m0.80%	0.80%	Added +15.1k	+15,076 20.7%
31	PROCTER AND GAMBLE CO COM PG	PG	23,569	$3.8m0.79%	0.79%	Reduced -1.5k	-1,473 -5.9%
32	TESLA INC COM TSLA	TSLA	11,096	$3.5m0.74%	0.74%	Added +1.2k	+1,162 11.7%
33	INTUITIVE SURGICAL INC COM NEW ISRG	ISRG	6,450	$3.5m0.73%	0.73%	Unchanged
34	DIMENSIONAL ETF TRUST WORLD EX US CORE DFAX	DFAX	113,893	$3.3m0.70%	0.70%	Reduced -13.0k	-13,003 -10.2%
35	AT&T INC COM T	T	113,733	$3.3m0.69%	0.69%	Added +28.2k	+28,170 32.9%
36	BROOKFIELD INFRAST PARTNERS LP INT UNIT BIP	BIP	95,194	$3.2m0.67%	0.67%	Reduced -4.8k	-4,753 -4.8%
37	AMPHENOL CORP CL A APH	APH	31,976	$3.2m0.66%	0.66%	Reduced -7.5k	-7,488 -19.0%
38	J P MORGAN EXCHANGE TRADED F EQUITY PREMIUM JEPI	JEPI	54,970	$3.1m0.66%	0.66%	Added +1.9k	+1,850 3.5%
39	AMERICAN CENTY ETF TR INTL EQT ETF AVDE	AVDE	41,845	$3.1m0.65%	0.65%	Reduced -3.0k	-2,973 -6.6%
40	WISDOMTREE TR FLOATNG RAT TREA USFR	USFR	58,828	$3.0m0.62%	0.62%	Reduced -359	-359 -0.6%
41	WISDOMTREE TR US QTLY DIV GRT DGRW	DGRW	35,341	$3.0m0.62%	0.62%	Reduced -4.8k	-4,783 -11.9%
42	BROOKFIELD CORP CL A LTD VT SH BN	BN	46,784	$2.9m0.61%	0.61%	Reduced -500	-500 -1.1%
43	FLEXSHARES TR US QUALITY CAP QLC	QLC	40,575	$2.9m0.61%	0.61%	Reduced -1.1k	-1,059 -2.5%
44	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	5,829	$2.8m0.59%	0.59%	Reduced -1.3k	-1,271 -17.9%
45	EATON CORP PLC SHS ETN	ETN	7,778	$2.8m0.58%	0.58%	Reduced -83	-83 -1.1%
46	ISHARES TR MSCI INTL QUALTY IQLT	IQLT	64,174	$2.8m0.58%	0.58%	Reduced -5.0k	-5,026 -7.3%
47	CINTAS CORP COM CTAS	CTAS	12,120	$2.7m0.57%	0.57%	Reduced -3.0k	-3,016 -19.9%
48	ALPHABET INC CAP STK CL C GOOG	GOOG	15,199	$2.7m0.57%	0.57%	Added +2	+2 0.0%
49	INTUIT COM INTU	INTU	3,381	$2.7m0.56%	0.56%	Reduced -958	-958 -22.1%
50	ISHARES TR ISHS 5-10YR INVT IGIB	IGIB	49,326	$2.6m0.55%	0.55%	Added +7.0k	+6,964 16.4%
51	WISDOMTREE TR US QUALITY GROW QGRW	QGRW	48,930	$2.6m0.54%	0.54%	Reduced -3.6k	-3,583 -6.8%
52	FLEXSHARES TR INT QLTDVDYNAM IQDY	IQDY	78,140	$2.5m0.53%	0.53%	Added +1.0k	+1,030 1.3%
53	ONEOK INC NEW COM OKE	OKE	30,689	$2.5m0.53%	0.53%	Reduced -1.0k	-1,046 -3.3%
54	MERCK & CO INC COM MRK	MRK	31,566	$2.5m0.52%	0.52%	Reduced -2.9k	-2,859 -8.3%
55	DIMENSIONAL ETF TRUST INTERNATNAL VAL DFIV	DFIV	57,762	$2.5m0.52%	0.52%	Reduced -3.9k	-3,929 -6.4%
56	SCHWAB STRATEGIC TR SHT TM US TRES SCHO	SCHO	101,034	$2.5m0.52%	0.52%	Added +3.2k	+3,231 3.3%
57	S&P GLOBAL INC COM SPGI	SPGI	4,654	$2.5m0.51%	0.51%	Reduced -711	-711 -13.2%
58	FLEXSHARES TR CR SCD US BD SKOR	SKOR	50,285	$2.5m0.51%	0.51%	Added +4.3k	+4,251 9.2%
59	JOHNSON & JOHNSON COM JNJ	JNJ	15,834	$2.4m0.51%	0.51%	Reduced -2.1k	-2,104 -11.7%
60	CAPITAL GROUP DIVIDEND VALUE SHS CREATION UNI CGDV	CGDV	58,180	$2.3m0.48%	0.48%	New
61	BROADCOM INC COM AVGO	AVGO	8,216	$2.3m0.47%	0.47%	Reduced -1.5k	-1,521 -15.6%
62	SELECT SECTOR SPDR TR ENERGY XLE	XLE	26,414	$2.2m0.47%	0.47%	Reduced -6.7k	-6,664 -20.1%
63	BANK AMERICA CORP COM BAC	BAC	44,924	$2.1m0.45%	0.45%	Reduced -3.0k	-3,018 -6.3%
64	QUALCOMM INC COM QCOM	QCOM	13,291	$2.1m0.44%	0.44%	Added +77	+77 0.6%
65	NETFLIX INC COM NFLX	NFLX	1,511	$2.0m0.42%	0.42%	Added +109	+109 7.8%
66	COSTCO WHSL CORP NEW COM COST	COST	2,024	$2.0m0.42%	0.42%	Added +96	+96 5.0%
67	GOLDMAN SACHS ETF TR ACTIVEBETA US LG GSLC	GSLC	16,426	$2.0m0.42%	0.42%	Reduced -1.5k	-1,500 -8.4%
68	CHUBB LIMITED COM CB	CB	6,788	$2.0m0.41%	0.41%	Reduced -1.3k	-1,299 -16.1%
69	J P MORGAN EXCHANGE TRADED F INCOME ETF JPIE	JPIE	42,358	$2.0m0.41%	0.41%	Added +605	+605 1.4%
70	AMERICAN CENTY ETF TR US LARGE CAP VLU AVLV	AVLV	28,380	$1.9m0.41%	0.41%	Reduced -3.8k	-3,761 -11.7%
71	DIMENSIONAL ETF TRUST US CORE EQT MKT DFAU	DFAU	45,679	$1.9m0.41%	0.41%	Added +3.6k	+3,611 8.6%
72	PHILLIPS 66 COM PSX	PSX	15,472	$1.8m0.39%	0.39%	Reduced -4.5k	-4,451 -22.3%
73	PFIZER INC COM PFE	PFE	75,855	$1.8m0.39%	0.39%	Added +7.9k	+7,929 11.7%
74	J P MORGAN EXCHANGE TRADED F NASDAQ EQT PREM JEPQ	JEPQ	33,277	$1.8m0.38%	0.38%	Added +5.0k	+4,975 17.6%
75	PIMCO ETF TR 1-5 US TIP IDX STPZ	STPZ	33,125	$1.8m0.37%	0.37%	Reduced -132	-132 -0.4%
76	DISNEY WALT CO COM DIS	DIS	14,251	$1.8m0.37%	0.37%	Added +506	+506 3.7%
77	SPDR GOLD TR GOLD SHS GLD	GLD	5,715	$1.7m0.37%	0.37%	Reduced -899	-899 -13.6%
78	CONSOLIDATED EDISON INC COM ED	ED	17,355	$1.7m0.37%	0.37%	Reduced -492	-492 -2.8%
79	BRISTOL-MYERS SQUIBB CO COM BMY	BMY	37,209	$1.7m0.36%	0.36%	Added +536	+536 1.5%
80	BNY MELLON ETF TRUST US LRG CP CORE BKLC	BKLC	14,526	$1.7m0.36%	0.36%	Reduced -3.0k	-3,024 -17.2%
81	J P MORGAN EXCHANGE TRADED F US QUALTY FCTR JQUA	JQUA	27,279	$1.6m0.34%	0.34%	Added +91	+91 0.3%
82	SPDR SERIES TRUST PORTFLI HIGH YLD SPHY	SPHY	68,594	$1.6m0.34%	0.34%	Added +2.3k	+2,254 3.4%
83	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	54,391	$1.6m0.33%	0.33%	Reduced -13.8k	-13,805 -20.2%
84	NEXTERA ENERGY INC COM NEE	NEE	22,703	$1.6m0.33%	0.33%	Reduced -4.8k	-4,782 -17.4%
85	SHELL PLC SPON ADS SHEL	SHEL	21,798	$1.5m0.32%	0.32%	Added +859	+859 4.1%
86	AMERICAN TOWER CORP NEW COM AMT	AMT	6,919	$1.5m0.32%	0.32%	Added +79	+79 1.1%
87	RTX CORPORATION COM RTX	RTX	10,432	$1.5m0.32%	0.32%	Reduced -48	-48 -0.5%
88	FIRST TR EXCHANGE-TRADED FD FIRST TR ENH NEW FTSM	FTSM	25,183	$1.5m0.32%	0.32%	Reduced -3.9k	-3,947 -13.6%
89	CISCO SYS INC COM CSCO	CSCO	21,468	$1.5m0.31%	0.31%	Added +475	+475 2.3%
90	COMCAST CORP NEW CL A CMCSA	CMCSA	41,228	$1.5m0.31%	0.31%	Reduced -5.0k	-5,033 -10.9%
91	PHILIP MORRIS INTL INC COM PM	PM	8,061	$1.5m0.31%	0.31%	Added +622	+622 8.4%
92	BERKSHIRE HATHAWAY INC DEL CL A BRK.A	BRK.A	2	$1.5m0.31%	0.31%	Unchanged
93	ABBOTT LABS COM ABT	ABT	10,640	$1.4m0.30%	0.30%	Reduced -1.7k	-1,700 -13.8%
94	FIRST TR EXCHANGE TRADED FD RISNG DIVD ACHIV RDVY	RDVY	22,805	$1.4m0.30%	0.30%	Added +4	+4 0.0%
95	DOUBLELINE INCOME SOLUTIONS COM DSL	DSL	114,950	$1.4m0.29%	0.29%	New
96	MCDONALDS CORP COM MCD	MCD	4,785	$1.4m0.29%	0.29%	Reduced -672	-672 -12.3%
97	NIKE INC CL B NKE	NKE	19,297	$1.4m0.29%	0.29%	Reduced -4.6k	-4,631 -19.4%
98	WISDOMTREE TR US EFFICIENT COR NTSX	NTSX	27,000	$1.4m0.28%	0.28%	Unchanged
99	BOEING CO COM BA	BA	6,331	$1.3m0.28%	0.28%	Reduced -1.0k	-1,029 -14.0%
100	ORACLE CORP COM ORCL	ORCL	5,856	$1.3m0.27%	0.27%	Added +5	+5 0.1%

Sold out since Q1 2025

Security	Ticker	Shares held before	Value then
PACER FDS TR COWZ	COWZ	32,906	$1.8m32.9k shares
FIRST TR EXCHANGE TRADED FD AIRR	AIRR	4,368	$298.6k4.4k shares
INGERSOLL RAND INC IR	IR	3,453	$276.3k3.5k shares
ISHARES TR IYW	IYW	1,943	$272.9k1.9k shares
D R HORTON INC DHI	DHI	2,123	$269.9k2.1k shares
ISHARES TR AGG	AGG	2,221	$219.8k2.2k shares
VANGUARD INDEX FDS VV	VV	835	$214.6k835 shares
CONOCOPHILLIPS COP	COP	1,951	$204.9k2.0k shares
ISHARES INC EMXC	EMXC	3,676	$202.5k3.7k shares
DUKE ENERGY CORP NEW DUK	DUK	1,655	$201.9k1.7k shares