Herold Advisors, Inc.

New York, NY · CIK 1891713 · 13F filing filed 2025-11-13

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

$431.5m reported value -9.5% vs Q2 2025

248positions

27.4%in top 10

5 new 94 added 126 reduced 68 sold out vs Q2 2025

Holdings, Q3 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	84,645	$21.6m5.00%	5.00%	Reduced -10.4k	-10,400 -10.9%
2	NVIDIA CORPORATION COM NVDA	NVDA	112,920	$21.1m4.88%	4.88%	Added +20.5k	+20,546 22.2%
3	MICROSOFT CORP COM MSFT	MSFT	35,084	$18.2m4.21%	4.21%	Added +2.5k	+2,530 7.8%
4	JPMORGAN CHASE & CO COM JPM	JPM	29,013	$9.2m2.12%	2.12%	Added +588	+588 2.1%
5	MASTERCARD INCORPORATED CL A MA	MA	15,447	$8.8m2.04%	2.04%	Added +560	+560 3.8%
6	ABBVIE INC COM ABBV	ABBV	35,847	$8.3m1.92%	1.92%	Added +1.7k	+1,683 4.9%
7	AMERICAN CENTY ETF TR US EQT ETF AVUS	AVUS	74,331	$8.1m1.87%	1.87%	Reduced -84.8k	-84,789 -53.3%
8	ELI LILLY & CO COM LLY	LLY	10,541	$8.0m1.86%	1.86%	Added +823	+823 8.5%
9	VISA INC COM CL A V	V	21,960	$7.5m1.74%	1.74%	Reduced -2.7k	-2,653 -10.8%
10	DIMENSIONAL ETF TRUST US EQUITY MARKET DFUS	DFUS	101,836	$7.4m1.71%	1.71%	Added +16.6k	+16,637 19.5%
11	EXXON MOBIL CORP COM XOM	XOM	64,851	$7.3m1.69%	1.69%	Reduced -3.7k	-3,712 -5.4%
12	WALMART INC COM WMT	WMT	70,836	$7.3m1.69%	1.69%	Added +5.2k	+5,185 7.9%
13	AMERICAN CENTY ETF TR AVANTIS CORE FI AVIG	AVIG	159,964	$6.7m1.56%	1.56%	Added +22.7k	+22,737 16.6%
14	DIMENSIONAL ETF TRUST CORE FIXED INCOM DFCF	DFCF	152,351	$6.5m1.51%	1.51%	Added +23.3k	+23,262 18.0%
15	ALPHABET INC CAP STK CL A GOOGL	GOOGL	26,463	$6.4m1.49%	1.49%	Reduced -1.7k	-1,746 -6.2%
16	INTERNATIONAL BUSINESS MACHS COM IBM	IBM	20,060	$5.7m1.31%	1.31%	Reduced -875	-875 -4.2%
17	META PLATFORMS INC CL A META	META	7,341	$5.4m1.25%	1.25%	Reduced -2.1k	-2,063 -21.9%
18	HOME DEPOT INC COM HD	HD	12,528	$5.1m1.18%	1.18%	Added +1.4k	+1,380 12.4%
19	AMERICAN CENTY ETF TR AVANTIS US LARG AVLC	AVLC	64,655	$4.9m1.15%	1.15%	Added +6.8k	+6,822 11.8%
20	ETF SER SOLUTIONS DISTILLATE US DSTL	DSTL	85,008	$4.9m1.14%	1.14%	Reduced -6.4k	-6,369 -7.0%
21	TESLA INC COM TSLA	TSLA	10,750	$4.8m1.11%	1.11%	Reduced -346	-346 -3.1%
22	AMPHENOL CORP CL A APH	APH	38,176	$4.7m1.09%	1.09%	Added +6.2k	+6,200 19.4%
23	AMAZON COM INC COM AMZN	AMZN	20,948	$4.6m1.07%	1.07%	Reduced -5.9k	-5,895 -22.0%
24	J P MORGAN EXCHANGE TRADED F ULTRA SHRT ETF JPST	JPST	89,585	$4.5m1.05%	1.05%	Reduced -3.9k	-3,940 -4.2%
25	CHEVRON CORP NEW COM CVX	CVX	28,443	$4.4m1.02%	1.02%	Added +249	+249 0.9%
26	PROCTER AND GAMBLE CO COM PG	PG	25,053	$3.8m0.89%	0.89%	Added +1.5k	+1,484 6.3%
27	FLEXSHARES TR US QUALITY CAP QLC	QLC	48,202	$3.8m0.87%	0.87%	Added +7.6k	+7,627 18.8%
28	VERIZON COMMUNICATIONS INC COM VZ	VZ	81,678	$3.6m0.83%	0.83%	Reduced -6.4k	-6,359 -7.2%
29	AMERICAN CENTY ETF TR INTL EQT ETF AVDE	AVDE	42,430	$3.3m0.78%	0.78%	Added +585	+585 1.4%
30	FLEXSHARES TR INT QLTDVDYNAM IQDY	IQDY	94,043	$3.2m0.74%	0.74%	Added +15.9k	+15,903 20.4%
31	BROOKFIELD INFRAST PARTNERS LP INT UNIT BIP	BIP	96,629	$3.2m0.74%	0.74%	Added +1.4k	+1,435 1.5%
32	CINTAS CORP COM CTAS	CTAS	15,092	$3.1m0.72%	0.72%	Added +3.0k	+2,972 24.5%
33	J P MORGAN EXCHANGE TRADED F EQUITY PREMIUM JEPI	JEPI	54,060	$3.1m0.72%	0.72%	Reduced -910	-910 -1.7%
34	DIMENSIONAL ETF TRUST INTERNATNAL VAL DFIV	DFIV	65,725	$3.0m0.70%	0.70%	Added +8.0k	+7,963 13.8%
35	WISDOMTREE TR US QUALITY GROW QGRW	QGRW	52,022	$3.0m0.69%	0.69%	Added +3.1k	+3,092 6.3%
36	WISDOMTREE TR FLOATNG RAT TREA USFR	USFR	58,594	$2.9m0.68%	0.68%	Reduced -234	-234 -0.4%
37	BROOKFIELD CORP CL A LTD VT SH BN	BN	42,693	$2.9m0.68%	0.68%	Reduced -4.1k	-4,091 -8.7%
38	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	5,818	$2.9m0.68%	0.68%	Reduced -11	-11 -0.2%
39	EATON CORP PLC SHS ETN	ETN	7,778	$2.9m0.67%	0.67%	Unchanged
40	WISDOMTREE TR US QTLY DIV GRT DGRW	DGRW	32,692	$2.9m0.67%	0.67%	Reduced -2.6k	-2,649 -7.5%
41	INTUIT COM INTU	INTU	4,232	$2.9m0.67%	0.67%	Added +851	+851 25.2%
42	INTUITIVE SURGICAL INC COM NEW ISRG	ISRG	6,450	$2.9m0.67%	0.67%	Unchanged
43	JOHNSON & JOHNSON COM JNJ	JNJ	15,471	$2.9m0.66%	0.66%	Reduced -363	-363 -2.3%
44	FLEXSHARES TR CR SCD US BD SKOR	SKOR	57,451	$2.8m0.66%	0.66%	Added +7.2k	+7,166 14.2%
45	AT&T INC COM T	T	99,192	$2.8m0.65%	0.65%	Reduced -14.5k	-14,541 -12.8%
46	SELECT SECTOR SPDR TR ENERGY XLE	XLE	30,345	$2.7m0.63%	0.63%	Added +3.9k	+3,931 14.9%
47	BROADCOM INC COM AVGO	AVGO	8,132	$2.7m0.62%	0.62%	Reduced -84	-84 -1.0%
48	AMERICAN CENTY ETF TR US SML CP VALU AVUV	AVUV	26,305	$2.6m0.61%	0.61%	Reduced -51.0k	-51,046 -66.0%
49	ISHARES TR ISHS 5-10YR INVT IGIB	IGIB	48,327	$2.6m0.61%	0.61%	Reduced -999	-999 -2.0%
50	MERCK & CO INC COM MRK	MRK	30,410	$2.6m0.59%	0.59%	Reduced -1.2k	-1,156 -3.7%
51	S&P GLOBAL INC COM SPGI	SPGI	4,835	$2.4m0.55%	0.55%	Added +181	+181 3.9%
52	AMERICAN CENTY ETF TR US LARGE CAP VLU AVLV	AVLV	32,468	$2.3m0.54%	0.54%	Added +4.1k	+4,088 14.4%
53	PHILLIPS 66 COM PSX	PSX	16,503	$2.2m0.52%	0.52%	Added +1.0k	+1,031 6.7%
54	QUALCOMM INC COM QCOM	QCOM	13,092	$2.2m0.50%	0.50%	Reduced -199	-199 -1.5%
55	COSTCO WHSL CORP NEW COM COST	COST	2,338	$2.2m0.50%	0.50%	Added +314	+314 15.5%
56	CHUBB LIMITED COM CB	CB	7,629	$2.2m0.50%	0.50%	Added +841	+841 12.4%
57	ALPHABET INC CAP STK CL C GOOG	GOOG	8,830	$2.2m0.50%	0.50%	Reduced -6.4k	-6,369 -41.9%
58	SPDR GOLD TR GOLD SHS GLD	GLD	5,984	$2.1m0.49%	0.49%	Added +269	+269 4.7%
59	DIMENSIONAL ETF TRUST US CORE EQT MKT DFAU	DFAU	46,000	$2.1m0.49%	0.49%	Added +321	+321 0.7%
60	GOLDMAN SACHS ETF TR ACTIVEBETA US LG GSLC	GSLC	16,032	$2.1m0.48%	0.48%	Reduced -394	-394 -2.4%
61	ONEOK INC NEW COM OKE	OKE	27,193	$2.0m0.46%	0.46%	Reduced -3.5k	-3,496 -11.4%
62	J P MORGAN EXCHANGE TRADED F NASDAQ EQT PREM JEPQ	JEPQ	34,363	$2.0m0.46%	0.46%	Added +1.1k	+1,086 3.3%
63	CAPITAL GROUP DIVIDEND VALUE SHS CREATION UNI CGDV	CGDV	46,754	$2.0m0.46%	0.46%	Reduced -11.4k	-11,426 -19.6%
64	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	60,779	$1.9m0.45%	0.45%	Added +6.4k	+6,388 11.7%
65	J P MORGAN EXCHANGE TRADED F INCOME ETF JPIE	JPIE	39,040	$1.8m0.42%	0.42%	Reduced -3.3k	-3,318 -7.8%
66	PFIZER INC COM PFE	PFE	70,226	$1.8m0.41%	0.41%	Reduced -5.6k	-5,629 -7.4%
67	BANK AMERICA CORP COM BAC	BAC	34,536	$1.8m0.41%	0.41%	Reduced -10.4k	-10,388 -23.1%
68	NEXTERA ENERGY INC COM NEE	NEE	23,595	$1.8m0.41%	0.41%	Added +892	+892 3.9%
69	RTX CORPORATION COM RTX	RTX	10,316	$1.7m0.40%	0.40%	Reduced -116	-116 -1.1%
70	CONSOLIDATED EDISON INC COM ED	ED	17,162	$1.7m0.40%	0.40%	Reduced -193	-193 -1.1%
71	GOLDMAN SACHS GROUP INC COM GS	GS	2,141	$1.7m0.40%	0.40%	Added +795	+795 59.1%
72	BRISTOL-MYERS SQUIBB CO COM BMY	BMY	37,767	$1.7m0.39%	0.39%	Added +558	+558 1.5%
73	ABBOTT LABS COM ABT	ABT	12,690	$1.7m0.39%	0.39%	Added +2.0k	+2,050 19.3%
74	BOEING CO COM BA	BA	7,331	$1.6m0.37%	0.37%	Added +1.0k	+1,000 15.8%
75	LOCKHEED MARTIN CORP COM LMT	LMT	3,145	$1.6m0.36%	0.36%	Added +563	+563 21.8%
76	SHELL PLC SPON ADS SHEL	SHEL	21,806	$1.6m0.36%	0.36%	Added +8	+8 0.0%
77	NIKE INC CL B NKE	NKE	21,829	$1.5m0.35%	0.35%	Added +2.5k	+2,532 13.1%
78	MCDONALDS CORP COM MCD	MCD	4,894	$1.5m0.34%	0.34%	Added +109	+109 2.3%
79	ORACLE CORP COM ORCL	ORCL	5,082	$1.4m0.33%	0.33%	Reduced -774	-774 -13.2%
80	BNY MELLON ETF TRUST US LRG CP CORE BKLC	BKLC	11,090	$1.4m0.33%	0.33%	Reduced -3.4k	-3,436 -23.6%
81	DISNEY WALT CO COM DIS	DIS	12,319	$1.4m0.33%	0.33%	Reduced -1.9k	-1,932 -13.6%
82	J P MORGAN EXCHANGE TRADED F US QUALTY FCTR JQUA	JQUA	22,330	$1.4m0.33%	0.33%	Reduced -4.9k	-4,949 -18.1%
83	WISDOMTREE TR US EFFICIENT COR NTSX	NTSX	26,000	$1.4m0.32%	0.32%	Reduced -1.0k	-1,000 -3.7%
84	CATERPILLAR INC COM CAT	CAT	2,876	$1.4m0.32%	0.32%	Reduced -306	-306 -9.6%
85	CISCO SYS INC COM CSCO	CSCO	20,018	$1.4m0.32%	0.32%	Reduced -1.4k	-1,450 -6.8%
86	AMERICAN TOWER CORP NEW COM AMT	AMT	6,890	$1.3m0.31%	0.31%	Reduced -29	-29 -0.4%
87	MORGAN STANLEY COM NEW MS	MS	8,215	$1.3m0.30%	0.30%	Reduced -357	-357 -4.2%
88	NUCOR CORP COM NUE	NUE	9,440	$1.3m0.30%	0.30%	Added +2.5k	+2,500 36.0%
89	BLACKROCK INC COM BLK	BLK	1,095	$1.3m0.30%	0.30%	Reduced -16	-16 -1.4%
90	PROLOGIS INC. COM PLD	PLD	11,133	$1.3m0.30%	0.30%	Added +3.5k	+3,502 45.9%
91	VANGUARD INDEX FDS GROWTH ETF VUG	VUG	2,642	$1.3m0.29%	0.29%	Added +829	+829 45.7%
92	AMERICAN CENTY ETF TR AVANTIS EMGMKT AVEM	AVEM	16,699	$1.3m0.29%	0.29%	Added +2.5k	+2,537 17.9%
93	DEERE & CO COM DE	DE	2,702	$1.2m0.29%	0.29%	Added +619	+619 29.7%
94	FIRST TR EXCHANGE TRADED FD RISNG DIVD ACHIV RDVY	RDVY	18,222	$1.2m0.28%	0.28%	Reduced -4.6k	-4,583 -20.1%
95	UNITEDHEALTH GROUP INC COM UNH	UNH	3,501	$1.2m0.28%	0.28%	Added +446	+446 14.6%
96	J P MORGAN EXCHANGE TRADED F EQUITY FOCUS ETF JPEF	JPEF	16,292	$1.2m0.28%	0.28%	Added +977	+977 6.4%
97	PUBLIC SVC ENTERPRISE GRP IN COM PEG	PEG	14,389	$1.2m0.28%	0.28%	Reduced -326	-326 -2.2%
98	ISHARES TR CONV BD ETF ICVT	ICVT	11,400	$1.1m0.26%	0.26%	Added +2.5k	+2,500 28.1%
99	KLA CORP COM NEW KLAC	KLAC	1,041	$1.1m0.26%	0.26%	Added +303	+303 41.1%
100	WISDOMTREE TR US LARGECAP FUND EPS	EPS	15,860	$1.1m0.25%	0.25%	Reduced -1.5k	-1,500 -8.6%

Sold out since Q2 2025

Security	Ticker	Shares held before	Value then
INVESCO EXCHANGE TRADED FD T RSP	RSP	39,696	$7.2m39.7k shares
SPDR SER TR BIL	BIL	75,161	$6.9m75.2k shares
VANGUARD BD INDEX FDS BND	BND	64,633	$4.8m64.6k shares
ISHARES TR LQD	LQD	37,306	$4.1m37.3k shares
DIMENSIONAL ETF TRUST DFAX	DFAX	113,893	$3.3m113.9k shares
ISHARES TR IQLT	IQLT	64,174	$2.8m64.2k shares
SCHWAB STRATEGIC TR SCHO	SCHO	101,034	$2.5m101.0k shares
PIMCO ETF TR STPZ	STPZ	33,125	$1.8m33.1k shares
SPDR SERIES TRUST SPHY	SPHY	68,594	$1.6m68.6k shares
FIRST TR EXCHANGE-TRADED FD FTSM	FTSM	25,183	$1.5m25.2k shares
DOUBLELINE INCOME SOLUTIONS DSL	DSL	114,950	$1.4m115.0k shares
ISHARES TR IVV	IVV	1,869	$1.2m1.9k shares
ISHARES TR QUAL	QUAL	6,328	$1.2m6.3k shares
ISHARES TR IVW	IVW	7,583	$834.9k7.6k shares
FIRST TR EXCHANGE-TRADED FD RDVI	RDVI	31,958	$789.7k32.0k shares
BLACKROCK ETF TRUST DYNF	DYNF	13,210	$719.4k13.2k shares
CAPITAL GROUP GLOBAL EQUITY CGGE	CGGE	24,323	$710.0k24.3k shares
SPDR SERIES TRUST SPYV	SPYV	12,839	$672.0k12.8k shares
ISHARES TR EFV	EFV	10,211	$648.2k10.2k shares
ISHARES TR TLT	TLT	7,245	$639.4k7.2k shares
CAPITAL GROUP CORE BALANCED CGBL	CGBL	18,220	$609.3k18.2k shares
SCHWAB STRATEGIC TR SCHD	SCHD	19,854	$526.1k19.9k shares
VANGUARD INTL EQUITY INDEX F VT	VT	3,961	$509.0k4.0k shares
COHEN & STEERS INFRASTRUCTUR UTF	UTF	18,501	$498.6k18.5k shares
HOWMET AEROSPACE INC HWM	HWM	2,547	$474.1k2.5k shares