Herold Advisors, Inc.

New York, NY · CIK 1891713 · 13F filing filed 2026-02-17

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

$447.5m reported value +3.7% vs Q3 2025

247positions

27.7%in top 10

12 new 86 added 107 reduced 13 sold out vs Q3 2025

Holdings, Q4 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	81,899	$22.3m4.98%	4.98%	Reduced -2.7k	-2,746 -3.2%
2	NVIDIA CORPORATION COM NVDA	NVDA	113,996	$21.3m4.75%	4.75%	Added +1.1k	+1,076 0.9%
3	MICROSOFT CORP COM MSFT	MSFT	36,298	$17.6m3.92%	3.92%	Added +1.2k	+1,214 3.5%
4	ELI LILLY & CO COM LLY	LLY	10,444	$11.2m2.51%	2.51%	Reduced -97	-97 -0.9%
5	JPMORGAN CHASE & CO COM JPM	JPM	28,817	$9.3m2.07%	2.07%	Reduced -196	-196 -0.7%
6	AMERICAN CENTY ETF TR US EQT ETF AVUS	AVUS	80,220	$9.0m2.00%	2.00%	Added +5.9k	+5,889 7.9%
7	MASTERCARD INCORPORATED CL A MA	MA	15,367	$8.8m1.96%	1.96%	Reduced -80	-80 -0.5%
8	DIMENSIONAL ETF TRUST US EQUITY MARKET DFUS	DFUS	115,872	$8.6m1.92%	1.92%	Added +14.0k	+14,036 13.8%
9	ALPHABET INC CAP STK CL A GOOGL	GOOGL	25,952	$8.1m1.82%	1.82%	Reduced -511	-511 -1.9%
10	ABBVIE INC COM ABBV	ABBV	35,090	$8.0m1.79%	1.79%	Reduced -757	-757 -2.1%
11	EXXON MOBIL CORP COM XOM	XOM	65,587	$7.9m1.76%	1.76%	Added +736	+736 1.1%
12	WALMART INC COM WMT	WMT	70,811	$7.9m1.76%	1.76%	Reduced -25	-25 -0.0%
13	VISA INC COM CL A V	V	22,245	$7.8m1.74%	1.74%	Added +285	+285 1.3%
14	AMERICAN CENTY ETF TR AVANTIS CORE FI AVIG	AVIG	163,371	$6.8m1.53%	1.53%	Added +3.4k	+3,407 2.1%
15	DIMENSIONAL ETF TRUST CORE FIXED INCOM DFCF	DFCF	157,061	$6.7m1.49%	1.49%	Added +4.7k	+4,710 3.1%
16	AMERICAN CENTY ETF TR AVANTIS US LARG AVLC	AVLC	77,343	$6.1m1.36%	1.36%	Added +12.7k	+12,688 19.6%
17	INTERNATIONAL BUSINESS MACHS COM IBM	IBM	19,283	$5.7m1.28%	1.28%	Reduced -777	-777 -3.9%
18	AMPHENOL CORP CL A APH	APH	38,100	$5.1m1.15%	1.15%	Reduced -76	-76 -0.2%
19	AMAZON COM INC COM AMZN	AMZN	21,267	$4.9m1.10%	1.10%	Added +319	+319 1.5%
20	META PLATFORMS INC CL A META	META	7,061	$4.7m1.04%	1.04%	Reduced -280	-280 -3.8%
21	ISHARES TR ISHS 5-10YR INVT IGIB	IGIB	82,294	$4.4m0.99%	0.99%	Added +34.0k	+33,967 70.3%
22	HOME DEPOT INC COM HD	HD	12,652	$4.4m0.97%	0.97%	Added +124	+124 1.0%
23	TESLA INC COM TSLA	TSLA	9,545	$4.3m0.96%	0.96%	Reduced -1.2k	-1,205 -11.2%
24	CHEVRON CORP NEW COM CVX	CVX	27,985	$4.3m0.95%	0.95%	Reduced -458	-458 -1.6%
25	J P MORGAN EXCHANGE TRADED F ULTRA SHRT ETF JPST	JPST	83,095	$4.2m0.94%	0.94%	Reduced -6.5k	-6,490 -7.2%
26	ETF SER SOLUTIONS DISTILLATE US DSTL	DSTL	71,362	$4.2m0.94%	0.94%	Reduced -13.6k	-13,646 -16.1%
27	FLEXSHARES TR US QUALITY CAP QLC	QLC	50,755	$4.1m0.92%	0.92%	Added +2.6k	+2,553 5.3%
28	FLEXSHARES TR CR SCD US BD SKOR	SKOR	83,570	$4.1m0.92%	0.92%	Added +26.1k	+26,119 45.5%
29	FLEXSHARES TR INT QLTDVDYNAM IQDY	IQDY	102,210	$3.7m0.84%	0.84%	Added +8.2k	+8,167 8.7%
30	INTUITIVE SURGICAL INC COM NEW ISRG	ISRG	6,450	$3.7m0.82%	0.82%	Unchanged
31	AMERICAN CENTY ETF TR INTL EQT ETF AVDE	AVDE	43,847	$3.6m0.81%	0.81%	Added +1.4k	+1,417 3.3%
32	PROCTER AND GAMBLE CO COM PG	PG	24,798	$3.6m0.79%	0.79%	Reduced -255	-255 -1.0%
33	DIMENSIONAL ETF TRUST INTERNATNAL VAL DFIV	DFIV	70,226	$3.5m0.78%	0.78%	Added +4.5k	+4,501 6.8%
34	VERIZON COMMUNICATIONS INC COM VZ	VZ	84,226	$3.4m0.77%	0.77%	Added +2.5k	+2,548 3.1%
35	J P MORGAN EXCHANGE TRADED F EQUITY PREMIUM JEPI	JEPI	58,432	$3.3m0.75%	0.75%	Added +4.4k	+4,372 8.1%
36	WISDOMTREE TR US QUALITY GROW QGRW	QGRW	55,154	$3.2m0.72%	0.72%	Added +3.1k	+3,132 6.0%
37	BROOKFIELD INFRAST PARTNERS LP INT UNIT BIP	BIP	92,511	$3.2m0.72%	0.72%	Reduced -4.1k	-4,118 -4.3%
38	MERCK & CO INC COM MRK	MRK	30,148	$3.2m0.71%	0.71%	Reduced -262	-262 -0.9%
39	JOHNSON & JOHNSON COM JNJ	JNJ	15,134	$3.1m0.70%	0.70%	Reduced -337	-337 -2.2%
40	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	5,805	$2.9m0.65%	0.65%	Reduced -13	-13 -0.2%
41	BROOKFIELD CORP CL A LTD VT SH BN	BN	62,014	$2.9m0.64%	0.64%	Reduced -2.0k	-2,026 -3.2%
42	CINTAS CORP COM CTAS	CTAS	15,092	$2.8m0.63%	0.63%	Unchanged
43	INTUIT COM INTU	INTU	4,257	$2.8m0.63%	0.63%	Added +25	+25 0.6%
44	WISDOMTREE TR US QTLY DIV GRT DGRW	DGRW	31,462	$2.8m0.63%	0.63%	Reduced -1.2k	-1,230 -3.8%
45	BROADCOM INC COM AVGO	AVGO	8,036	$2.8m0.62%	0.62%	Reduced -96	-96 -1.2%
46	SELECT SECTOR SPDR TR ENERGY XLE	XLE	61,997	$2.8m0.62%	0.62%	Added +1.3k	+1,307 2.1%
47	AMERICAN CENTY ETF TR US SML CP VALU AVUV	AVUV	26,530	$2.7m0.60%	0.60%	Added +225	+225 0.9%
48	SPDR GOLD TR GOLD SHS GLD	GLD	6,284	$2.5m0.56%	0.56%	Added +300	+300 5.0%
49	AT&T INC COM T	T	100,233	$2.5m0.56%	0.56%	Added +1.0k	+1,041 1.1%
50	EATON CORP PLC SHS ETN	ETN	7,747	$2.5m0.55%	0.55%	Reduced -31	-31 -0.4%
51	AMERICAN CENTY ETF TR US LARGE CAP VLU AVLV	AVLV	32,330	$2.4m0.55%	0.55%	Reduced -138	-138 -0.4%
52	DIMENSIONAL ETF TRUST US CORE EQT MKT DFAU	DFAU	52,175	$2.4m0.55%	0.55%	Added +6.2k	+6,175 13.4%
53	J P MORGAN EXCHANGE TRADED F NASDAQ EQT PREM JEPQ	JEPQ	41,868	$2.4m0.54%	0.54%	Added +7.5k	+7,505 21.8%
54	CHUBB LIMITED COM CB	CB	7,630	$2.4m0.53%	0.53%	Added +1	+1 0.0%
55	S&P GLOBAL INC COM SPGI	SPGI	4,535	$2.4m0.53%	0.53%	Reduced -300	-300 -6.2%
56	COSTCO WHSL CORP NEW COM COST	COST	2,687	$2.3m0.52%	0.52%	Added +349	+349 14.9%
57	QUALCOMM INC COM QCOM	QCOM	13,018	$2.2m0.50%	0.50%	Reduced -74	-74 -0.6%
58	CAPITAL GROUP DIVIDEND VALUE SHS CREATION UNI CGDV	CGDV	50,985	$2.2m0.50%	0.50%	Added +4.2k	+4,231 9.1%
59	WISDOMTREE TR FLOATNG RAT TREA USFR	USFR	43,156	$2.2m0.49%	0.49%	Reduced -15.4k	-15,438 -26.4%
60	ALPHABET INC CAP STK CL C GOOG	GOOG	6,824	$2.1m0.48%	0.48%	Reduced -2.0k	-2,006 -22.7%
61	PHILLIPS 66 COM PSX	PSX	16,225	$2.1m0.47%	0.47%	Reduced -278	-278 -1.7%
62	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	60,976	$2.0m0.44%	0.44%	Added +197	+197 0.3%
63	BRISTOL-MYERS SQUIBB CO COM BMY	BMY	36,132	$1.9m0.44%	0.44%	Reduced -1.6k	-1,635 -4.3%
64	NEXTERA ENERGY INC COM NEE	NEE	23,702	$1.9m0.43%	0.43%	Added +107	+107 0.5%
65	GOLDMAN SACHS ETF TR ACTIVEBETA US LG GSLC	GSLC	13,942	$1.8m0.41%	0.41%	Reduced -2.1k	-2,090 -13.0%
66	RTX CORPORATION COM RTX	RTX	9,841	$1.8m0.40%	0.40%	Reduced -475	-475 -4.6%
67	BANK AMERICA CORP COM BAC	BAC	32,676	$1.8m0.40%	0.40%	Reduced -1.9k	-1,860 -5.4%
68	ONEOK INC NEW COM OKE	OKE	24,247	$1.8m0.40%	0.40%	Reduced -2.9k	-2,946 -10.8%
69	PFIZER INC COM PFE	PFE	71,388	$1.8m0.40%	0.40%	Added +1.2k	+1,162 1.6%
70	CONSOLIDATED EDISON INC COM ED	ED	17,238	$1.7m0.38%	0.38%	Added +76	+76 0.4%
71	BOEING CO COM BA	BA	7,736	$1.7m0.38%	0.38%	Added +405	+405 5.5%
72	CATERPILLAR INC COM CAT	CAT	2,815	$1.6m0.36%	0.36%	Reduced -61	-61 -2.1%
73	SHELL PLC SPON ADS SHEL	SHEL	21,815	$1.6m0.36%	0.36%	Added +9	+9 0.0%
74	J P MORGAN EXCHANGE TRADED F INCOME ETF JPIE	JPIE	34,553	$1.6m0.36%	0.36%	Reduced -4.5k	-4,487 -11.5%
75	ABBOTT LABS COM ABT	ABT	12,490	$1.6m0.35%	0.35%	Reduced -200	-200 -1.6%
76	GOLDMAN SACHS GROUP INC COM GS	GS	1,771	$1.6m0.35%	0.35%	Reduced -370	-370 -17.3%
77	LOCKHEED MARTIN CORP COM LMT	LMT	3,191	$1.5m0.34%	0.34%	Added +46	+46 1.5%
78	NUCOR CORP COM NUE	NUE	9,440	$1.5m0.34%	0.34%	Unchanged
79	MCDONALDS CORP COM MCD	MCD	4,969	$1.5m0.34%	0.34%	Added +75	+75 1.5%
80	BNY MELLON ETF TRUST US LRG CP CORE BKLC	BKLC	11,540	$1.5m0.34%	0.34%	Added +450	+450 4.1%
81	ISHARES SILVER TR ISHARES SLV	SLV	22,865	$1.5m0.33%	0.33%	Added +1.2k	+1,185 5.5%
82	CISCO SYS INC COM CSCO	CSCO	18,968	$1.5m0.33%	0.33%	Reduced -1.1k	-1,050 -5.2%
83	MORGAN STANLEY COM NEW MS	MS	8,167	$1.4m0.32%	0.32%	Reduced -48	-48 -0.6%
84	PROLOGIS INC. COM PLD	PLD	11,193	$1.4m0.32%	0.32%	Added +60	+60 0.5%
85	AMERICAN CENTY ETF TR AVANTIS EMGMKT AVEM	AVEM	18,457	$1.4m0.32%	0.32%	Added +1.8k	+1,758 10.5%
86	NIKE INC CL B NKE	NKE	21,543	$1.4m0.31%	0.31%	Reduced -286	-286 -1.3%
87	WISDOMTREE TR US EFFICIENT COR NTSX	NTSX	25,000	$1.4m0.31%	0.31%	Reduced -1.0k	-1,000 -3.9%
88	DISNEY WALT CO COM DIS	DIS	11,889	$1.4m0.30%	0.30%	Reduced -430	-430 -3.5%
89	J P MORGAN EXCHANGE TRADED F EQUITY FOCUS ETF JPEF	JPEF	17,908	$1.3m0.30%	0.30%	Added +1.6k	+1,616 9.9%
90	VANGUARD INDEX FDS GROWTH ETF VUG	VUG	2,644	$1.3m0.29%	0.29%	Added +2	+2 0.1%
91	LAM RESEARCH CORP COM NEW LRCX	LRCX	7,429	$1.3m0.28%	0.28%	Reduced -410	-410 -5.2%
92	DEERE & CO COM DE	DE	2,703	$1.3m0.28%	0.28%	Added +1	+1 0.0%
93	KLA CORP COM NEW KLAC	KLAC	1,013	$1.2m0.28%	0.28%	Reduced -28	-28 -2.7%
94	AMGEN INC COM AMGN	AMGN	3,671	$1.2m0.27%	0.27%	Added +193	+193 5.5%
95	FIRST TR EXCHANGE TRADED FD RISNG DIVD ACHIV RDVY	RDVY	16,917	$1.2m0.26%	0.26%	Reduced -1.3k	-1,305 -7.2%
96	J P MORGAN EXCHANGE TRADED F US QUALTY FCTR JQUA	JQUA	18,595	$1.2m0.26%	0.26%	Reduced -3.7k	-3,735 -16.7%
97	PUBLIC SVC ENTERPRISE GRP IN COM PEG	PEG	14,389	$1.2m0.26%	0.26%	Unchanged
98	UNITEDHEALTH GROUP INC COM UNH	UNH	3,452	$1.1m0.25%	0.25%	Reduced -49	-49 -1.4%
99	ISHARES TR CONV BD ETF ICVT	ICVT	11,215	$1.1m0.25%	0.25%	Reduced -185	-185 -1.6%
100	WISDOMTREE TR US LARGECAP FUND EPS	EPS	15,470	$1.1m0.24%	0.24%	Reduced -390	-390 -2.5%

Sold out since Q3 2025

Security	Ticker	Shares held before	Value then
GLOBAL X FDS XYLD	XYLD	11,598	$455.3k11.6k shares
NOVO-NORDISK A S NVO	NVO	5,500	$305.2k5.5k shares
ELEVANCE HEALTH INC ELV	ELV	719	$232.3k719 shares
DUPONT DE NEMOURS INC DWDP	DWDP	2,882	$224.5k2.9k shares
DICKS SPORTING GOODS INC DKS	DKS	1,006	$223.6k1.0k shares
FIRST TR EXCHANGE-TRADED FD FTCS	FTCS	2,324	$217.7k2.3k shares
DIMENSIONAL ETF TRUST DFSU	DFSU	5,112	$217.1k5.1k shares
FLEXSHARES TR GUNR	GUNR	4,873	$213.3k4.9k shares
ISHARES BITCOIN TRUST ETF IBIT	IBIT	3,227	$209.8k3.2k shares
GOLDMAN SACHS ETF TR GIGB	GIGB	4,434	$207.0k4.4k shares
EATON VANCE NEW YORK MUN BD XENWX	XENWX	16,185	$159.6k16.2k shares
FLAGSTAR FINANCIAL INC FLG	FLG	10,140	$117.1k10.1k shares
BLACKROCK MUNIYIELD N Y QUAL MYN	MYN	11,476	$114.0k11.5k shares