Herold Advisors, Inc.

New York, NY · CIK 1891713 · 13F filing filed 2026-07-22

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

$505.9m reported value +11.1% vs Q1 2026

273positions

26.3%in top 10

18 new 109 added 90 reduced 8 sold out vs Q1 2026

Holdings, Q2 2026

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	82,587	$23.9m4.72%	4.72%	Reduced -1.4k	-1,362 -1.6%
2	NVIDIA CORPORATION COM NVDA	NVDA	114,077	$22.8m4.51%	4.51%	Added +286	+286 0.2%
3	MICROSOFT CORP COM MSFT	MSFT	37,327	$13.9m2.75%	2.75%	Added +691	+691 1.9%
4	ELI LILLY & CO COM LLY	LLY	10,550	$12.7m2.50%	2.50%	Added +357	+357 3.5%
5	DIMENSIONAL ETF TRUST US EQUITY MARKET DFUS	DFUS	148,859	$12.2m2.41%	2.41%	Added +16.8k	+16,774 12.7%
6	AMERICAN CENTY ETF TR US EQT ETF AVUS	AVUS	81,375	$10.4m2.06%	2.06%	Reduced -2.9k	-2,947 -3.5%
7	AMERICAN CENTY ETF TR AVANTIS US LARG AVLC	AVLC	108,644	$9.8m1.93%	1.93%	Added +18.1k	+18,058 19.9%
8	JPMORGAN CHASE & CO COM JPM	JPM	29,211	$9.6m1.89%	1.89%	Added +309	+309 1.1%
9	ALPHABET INC CAP STK CL A GOOGL	GOOGL	25,060	$9.0m1.77%	1.77%	Added +153	+153 0.6%
10	EXXON MOBIL CORP COM XOM	XOM	65,431	$8.9m1.77%	1.77%	Added +101	+101 0.1%
11	ABBVIE INC COM ABBV	ABBV	35,123	$8.8m1.75%	1.75%	Added +33	+33 0.1%
12	MASTERCARD INCORPORATED CL A MA	MA	15,902	$8.2m1.61%	1.61%	Added +109	+109 0.7%
13	WALMART INC COM WMT	WMT	70,340	$8.0m1.58%	1.58%	Reduced -135	-135 -0.2%
14	DIMENSIONAL ETF TRUST CORE FIXED INCOM DFCF	DFCF	188,195	$7.9m1.57%	1.57%	Added +14.2k	+14,202 8.2%
15	AMERICAN CENTY ETF TR AVANTIS CORE FI AVIG	AVIG	188,219	$7.8m1.54%	1.54%	Added +13.8k	+13,779 7.9%
16	VISA INC COM CL A V	V	22,213	$7.6m1.51%	1.51%	Reduced -442	-442 -1.9%
17	AMPHENOL CORP CL A APH	APH	40,777	$7.2m1.42%	1.42%	Reduced -11	-11 -0.0%
18	ISHARES TR ISHS 5-10YR INVT IGIB	IGIB	109,570	$5.8m1.15%	1.15%	Added +12.8k	+12,752 13.2%
19	FLEXSHARES TR US QUALITY CAP QLC	QLC	64,695	$5.8m1.15%	1.15%	Added +8.0k	+7,951 14.0%
20	INTERNATIONAL BUSINESS MACHS COM IBM	IBM	19,748	$5.5m1.10%	1.10%	Added +132	+132 0.7%
21	FLEXSHARES TR INT QLTDVDYNAM IQDY	IQDY	128,882	$5.5m1.09%	1.09%	Added +15.4k	+15,449 13.6%
22	FLEXSHARES TR CR SCD US BD SKOR	SKOR	109,600	$5.3m1.05%	1.05%	Added +11.4k	+11,443 11.7%
23	AMAZON COM INC COM AMZN	AMZN	21,589	$5.2m1.02%	1.02%	Reduced -133	-133 -0.6%
24	CHEVRON CORP NEW COM CVX	CVX	29,727	$4.9m0.97%	0.97%	Added +2.2k	+2,235 8.1%
25	DIMENSIONAL ETF TRUST INTERNATNAL VAL DFIV	DFIV	89,364	$4.8m0.95%	0.95%	Added +9.2k	+9,201 11.5%
26	HOME DEPOT INC COM HD	HD	13,017	$4.6m0.91%	0.91%	Added +210	+210 1.6%
27	WISDOMTREE TR US QUALITY GROW QGRW	QGRW	67,404	$4.5m0.88%	0.88%	Added +6.8k	+6,806 11.2%
28	TESLA INC COM TSLA	TSLA	10,280	$4.3m0.85%	0.85%	Added +159	+159 1.6%
29	META PLATFORMS INC CL A META	META	7,259	$4.1m0.81%	0.81%	Added +248	+248 3.5%
30	MERCK & CO INC COM MRK	MRK	31,620	$4.1m0.80%	0.80%	Reduced -36	-36 -0.1%
31	AMERICAN CENTY ETF TR INTL EQT ETF AVDE	AVDE	44,832	$4.0m0.79%	0.79%	Reduced -1.6k	-1,594 -3.4%
32	AMERICAN CENTY ETF TR US SML CP VALU AVUV	AVUV	31,860	$4.0m0.78%	0.78%	Added +1.7k	+1,732 5.8%
33	VERIZON COMMUNICATIONS INC COM VZ	VZ	91,531	$3.9m0.77%	0.77%	Added +5.2k	+5,184 6.0%
34	JOHNSON & JOHNSON COM JNJ	JNJ	15,267	$3.9m0.77%	0.77%	Reduced -138	-138 -0.9%
35	AMERICAN CENTY ETF TR US LARGE CAP VLU AVLV	AVLV	41,231	$3.8m0.74%	0.74%	Added +5.8k	+5,758 16.2%
36	J P MORGAN EXCHANGE TRADED F EQUITY PREMIUM JEPI	JEPI	62,700	$3.5m0.70%	0.70%	Added +2.8k	+2,821 4.7%
37	J P MORGAN EXCHANGE TRADED F ULTRA SHRT ETF JPST	JPST	67,880	$3.4m0.68%	0.68%	Reduced -6.6k	-6,626 -8.9%
38	PROCTER AND GAMBLE CO COM PG	PG	22,951	$3.4m0.66%	0.66%	Reduced -444	-444 -1.9%
39	BROOKFIELD INFRAST PARTNERS LP INT UNIT BIP	BIP	90,061	$3.3m0.65%	0.65%	Reduced -4.2k	-4,150 -4.4%
40	EATON CORP PLC SHS ETN	ETN	7,649	$3.3m0.64%	0.64%	Reduced -240	-240 -3.0%
41	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	6,404	$3.2m0.63%	0.63%	Added +258	+258 4.2%
42	SELECT SECTOR SPDR TR ENERGY XLE	XLE	59,269	$3.1m0.62%	0.62%	Reduced -286	-286 -0.5%
43	CHUBB LIMITED COM CB	CB	9,020	$3.1m0.61%	0.61%	Added +1	+1 0.0%
44	BROADCOM INC COM AVGO	AVGO	7,946	$3.0m0.59%	0.59%	Reduced -275	-275 -3.4%
45	ETF SER SOLUTIONS DISTILLATE US DSTL	DSTL	49,321	$3.0m0.58%	0.58%	Reduced -19.5k	-19,526 -28.4%
46	J P MORGAN EXCHANGE TRADED F NASDAQ EQT PREM JEPQ	JEPQ	47,728	$2.9m0.58%	0.58%	Added +4.2k	+4,195 9.6%
47	CORNING INC COM GLW	GLW	11,415	$2.9m0.58%	0.58%	Reduced -604	-604 -5.0%
48	DIMENSIONAL ETF TRUST US CORE EQT MKT DFAU	DFAU	54,267	$2.8m0.55%	0.55%	Added +1.1k	+1,094 2.1%
49	CAPITAL GROUP DIVIDEND VALUE SHS CREATION UNI CGDV	CGDV	56,091	$2.8m0.55%	0.55%	Added +4.2k	+4,250 8.2%
50	PHILLIPS 66 COM PSX	PSX	15,842	$2.7m0.53%	0.53%	Reduced -279	-279 -1.7%
51	CATERPILLAR INC COM CAT	CAT	2,493	$2.7m0.52%	0.52%	Reduced -138	-138 -5.2%
52	BROOKFIELD CORP CL A LTD VT SH BN	BN	62,014	$2.6m0.52%	0.52%	Unchanged
53	CINTAS CORP COM CTAS	CTAS	15,092	$2.6m0.51%	0.51%	Unchanged
54	INTUITIVE SURGICAL INC COM NEW ISRG	ISRG	6,450	$2.6m0.51%	0.51%	Unchanged
55	WISDOMTREE TR US QTLY DIV GRT DGRW	DGRW	25,654	$2.5m0.48%	0.48%	Reduced -3.5k	-3,500 -12.0%
56	ALPHABET INC CAP STK CL C GOOG	GOOG	6,906	$2.4m0.48%	0.48%	Added +7	+7 0.1%
57	COSTCO WHSL CORP NEW COM COST	COST	2,590	$2.4m0.48%	0.48%	Added +23	+23 0.9%
58	NEXTERA ENERGY INC COM NEE	NEE	27,346	$2.4m0.47%	0.47%	Added +356	+356 1.3%
59	KLA CORP COM NEW KLAC	KLAC	7,860	$2.4m0.47%	0.47%	Reduced -830	-830 -9.6%
60	LAM RESEARCH CORP COM NEW LRCX	LRCX	5,450	$2.4m0.47%	0.47%	Reduced -131	-131 -2.4%
61	QUALCOMM INC COM QCOM	QCOM	12,744	$2.4m0.46%	0.46%	Reduced -276	-276 -2.1%
62	SPDR GOLD TR GOLD SHS GLD	GLD	6,129	$2.3m0.45%	0.45%	Reduced -155	-155 -2.5%
63	AT&T INC COM T	T	109,149	$2.2m0.44%	0.44%	Added +7.5k	+7,479 7.4%
64	AMERICAN CENTY ETF TR AVANTIS EMGMKT AVEM	AVEM	23,025	$2.2m0.44%	0.44%	Added +1.6k	+1,583 7.4%
65	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	65,482	$2.2m0.44%	0.44%	Added +4.8k	+4,801 7.9%
66	J P MORGAN EXCHANGE TRADED F EQUITY FOCUS ETF JPEF	JPEF	27,188	$2.2m0.43%	0.43%	Added +6.2k	+6,223 29.7%
67	CISCO SYS INC COM CSCO	CSCO	18,185	$2.1m0.42%	0.42%	Reduced -803	-803 -4.2%
68	NUCOR CORP COM NUE	NUE	9,440	$2.1m0.42%	0.42%	Unchanged
69	BRISTOL-MYERS SQUIBB CO COM BMY	BMY	35,910	$2.1m0.41%	0.41%	Reduced -67	-67 -0.2%
70	BANK AMERICA CORP COM BAC	BAC	36,404	$2.1m0.41%	0.41%	Added +2.6k	+2,577 7.6%
71	PFIZER INC COM PFE	PFE	81,250	$2.0m0.39%	0.39%	Added +6.2k	+6,220 8.3%
72	GE AEROSPACE COM NEW GE	GE	5,158	$1.9m0.38%	0.38%	Added +566	+566 12.3%
73	CONSOLIDATED EDISON INC COM ED	ED	17,334	$1.9m0.38%	0.38%	Added +104	+104 0.6%
74	RTX CORPORATION COM RTX	RTX	10,040	$1.9m0.38%	0.38%	Reduced -108	-108 -1.1%
75	ONEOK INC NEW COM OKE	OKE	21,675	$1.9m0.37%	0.37%	Reduced -576	-576 -2.6%
76	GOLDMAN SACHS GROUP INC COM GS	GS	1,825	$1.8m0.36%	0.36%	Added +39	+39 2.2%
77	MICRON TECHNOLOGY INC COM MU	MU	1,581	$1.8m0.36%	0.36%	Reduced -298	-298 -15.9%
78	S&P GLOBAL INC COM SPGI	SPGI	4,485	$1.8m0.36%	0.36%	Reduced -50	-50 -1.1%
79	ADVANCED MICRO DEVICES INC COM AMD	AMD	3,062	$1.8m0.35%	0.35%	Reduced -132	-132 -4.1%
80	MORGAN STANLEY COM NEW MS	MS	8,232	$1.7m0.34%	0.34%	Added +64	+64 0.8%
81	DEERE & CO COM DE	DE	2,704	$1.7m0.34%	0.34%	Unchanged
82	BOEING CO COM BA	BA	7,901	$1.7m0.34%	0.34%	Reduced -250	-250 -3.1%
83	SHELL PLC SPON ADS SHEL	SHEL	21,831	$1.7m0.34%	0.34%	Added +9	+9 0.0%
84	LOCKHEED MARTIN CORP COM LMT	LMT	3,174	$1.6m0.32%	0.32%	Reduced -367	-367 -10.4%
85	BNY MELLON ETF TRUST US LRG CP CORE BKLC	BKLC	11,174	$1.6m0.32%	0.32%	Added +4	+4 0.0%
86	AMERICAN CENTY ETF TR AVANTIS CR ETF AVGB	AVGB	30,981	$1.6m0.31%	0.31%	Added +9.7k	+9,664 45.3%
87	ISHARES TR U S EQUITY FACTR LRGF	LRGF	20,506	$1.6m0.31%	0.31%	Added +7.8k	+7,769 61.0%
88	PROLOGIS INC. COM PLD	PLD	11,047	$1.5m0.30%	0.30%	Reduced -156	-156 -1.4%
89	WISDOMTREE TR FLOATNG RAT TREA USFR	USFR	29,446	$1.5m0.29%	0.29%	Reduced -8.1k	-8,116 -21.6%
90	APPLIED MATLS INC COM AMAT	AMAT	1,935	$1.4m0.28%	0.28%	Reduced -169	-169 -8.0%
91	AMERICAN CENTY ETF TR AVANTIS US MID C AVMV	AVMV	17,046	$1.4m0.27%	0.27%	Added +2.5k	+2,465 16.9%
92	WISDOMTREE TR US EFFICIENT COR NTSX	NTSX	23,000	$1.4m0.27%	0.27%	Reduced -1.0k	-1,000 -4.2%
93	BONDBLOXX ETF TRUST BBB RATED 5 10 Y BBBI	BBBI	26,135	$1.3m0.27%	0.27%	Added +10.0k	+10,005 62.0%
94	MCDONALDS CORP COM MCD	MCD	4,945	$1.3m0.26%	0.26%	Reduced -15	-15 -0.3%
95	FIRST TR EXCHANGE TRADED FD RISNG DIVD ACHIV RDVY	RDVY	16,543	$1.3m0.26%	0.26%	Reduced -175	-175 -1.1%
96	PUBLIC SVC ENTERPRISE GRP IN COM PEG	PEG	16,078	$1.3m0.26%	0.26%	Added +929	+929 6.1%
97	J P MORGAN EXCHANGE TRADED F ACTIVE BOND ETF JBND	JBND	24,362	$1.3m0.26%	0.26%	Added +11.3k	+11,339 87.1%
98	CITIGROUP INC COM NEW C	C	9,285	$1.3m0.26%	0.26%	Added +124	+124 1.4%
99	SPDR SER TR BBG CONV SEC ETF CWB	CWB	11,925	$1.3m0.25%	0.25%	Unchanged
100	AMGEN INC COM AMGN	AMGN	3,526	$1.3m0.25%	0.25%	Reduced -98	-98 -2.7%

Sold out since Q1 2026

Security	Ticker	Shares held before	Value then
ZOETIS INC ZTS	ZTS	2,480	$293.2k2.5k shares
WISDOMTREE TR SHAG	SHAG	5,427	$258.2k5.4k shares
WISDOMTREE TR IHDG	IHDG	5,152	$248.1k5.2k shares
CONSTELLATION ENERGY CORP CEG	CEG	888	$248.0k888 shares
FLEXSHARES TR GUNR	GUNR	4,258	$234.9k4.3k shares
CARLYLE GROUP INC CG	CG	4,500	$217.8k4.5k shares
PACER FDS TR COWZ	COWZ	3,340	$208.9k3.3k shares
FEDEX CORP FDX	FDX	570	$203.0k570 shares