Heritage Wealth Management, Inc. /CA/

SAN DIEGO, CA · CIK 2012170 · 13F filing filed 2024-07-25

No investment adviser registration (Form ADV) found for this filer. It may be a parent company whose subsidiaries are the registered advisers, a bank or insurer, or a manager based outside the US.

$103.7m reported value +2.9% vs Q1 2024

83positions

54.5%in top 10

4 new 26 added 47 reduced 6 sold out vs Q1 2024

Options: 1 call positions ($23.0m notional), 36 put positions ($9.6m notional) – listed below, not included above.

Holdings, Q2 2024

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	AMERICAN CENTY ETF TR US LARGE CAP VLU AVLV	AVLV	195,442	$12.3m11.85%	11.85%	Added +8.3k	+8,333 4.5%
2	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	91,390	$9.2m8.89%	8.89%	Added +2.5k	+2,476 2.8%
3	VANGUARD SCOTTSDALE FDS SHORT TERM TREAS VGSH	VGSH	102,424	$5.9m5.73%	5.73%	Added +8.9k	+8,882 9.5%
4	DIMENSIONAL ETF TRUST US CORE EQUITY 2 DFAC	DFAC	176,213	$5.7m5.48%	5.48%	Reduced -4.3k	-4,316 -2.4%
5	APPLE INC COM AAPL	AAPL	24,763	$5.2m5.03%	5.03%	Reduced -176	-176 -0.7%
6	SCHWAB STRATEGIC TR INT-TRM U.S TRES SCHR	SCHR	97,480	$4.8m4.59%	4.59%	Added +8.6k	+8,648 9.7%
7	ISHARES TR IBOXX INV CP ETF LQD	LQD	33,644	$3.6m3.48%	3.48%	Added +2.8k	+2,831 9.2%
8	ISHARES TR 20 YR TR BD ETF TLT	TLT	39,192	$3.6m3.47%	3.47%	Added +4.0k	+3,981 11.3%
9	VANGUARD BD INDEX FDS TOTAL BND MRKT BND	BND	46,602	$3.4m3.24%	3.24%	Reduced -767	-767 -1.6%
10	ISHARES TR CALIF MUN BD ETF CMF	CMF	51,132	$2.9m2.81%	2.81%	Reduced -1.1k	-1,081 -2.1%
11	DIMENSIONAL ETF TRUST EMGR CRE EQT MNG DFAE	DFAE	100,342	$2.6m2.50%	2.50%	Added +3.8k	+3,818 4.0%
12	SSGA ACTIVE ETF TR SPDR TR TACTIC TOTL	TOTL	57,392	$2.3m2.20%	2.20%	Added +4.4k	+4,400 8.3%
13	ISHARES TR US TREAS BD ETF GOVT	GOVT	82,957	$1.9m1.81%	1.81%	Reduced -1.3k	-1,314 -1.6%
14	MICROSOFT CORP COM MSFT	MSFT	4,188	$1.9m1.81%	1.81%	Reduced -51	-51 -1.2%
15	DIMENSIONAL ETF TRUST INTL CORE EQT MK DFAI	DFAI	59,394	$1.8m1.70%	1.70%	Added +1.6k	+1,573 2.7%
16	ISHARES TR CORE US AGGBD ET AGG	AGG	17,294	$1.7m1.62%	1.62%	Reduced -1.1k	-1,091 -5.9%
17	QUALCOMM INC COM QCOM	QCOM	7,757	$1.5m1.49%	1.49%	Reduced -2.7k	-2,668 -25.6%
18	ISHARES TR S&P MC 400VL ETF IJJ	IJJ	12,857	$1.5m1.41%	1.41%	Added +363	+363 2.9%
19	DIMENSIONAL ETF TRUST WORLD EX US CORE DFAX	DFAX	52,813	$1.3m1.29%	1.29%	Reduced -665	-665 -1.2%
20	SPDR SER TR S&P 400 MDCP GRW MDYG	MDYG	15,664	$1.3m1.27%	1.27%	Added +189	+189 1.2%
21	SSGA ACTIVE ETF TR BLACKSTONE SENR SRLN	SRLN	27,771	$1.2m1.12%	1.12%	Added +2.4k	+2,424 9.6%
22	NVIDIA CORPORATION COM NVDA	NVDA	9,071	$1.1m1.08%	1.08%	Reduced -199	-199 -2.1%
23	ISHARES TR IBOXX HI YD ETF HYG	HYG	14,440	$1.1m1.07%	1.07%	Added +1.2k	+1,183 8.9%
24	AMERICAN CENTY ETF TR US SML CP VALU AVUV	AVUV	12,393	$1.1m1.07%	1.07%	Added +367	+367 3.0%
25	INVESCO QQQ TR UNIT SER 1 QQQ	QQQ	2,255	$1.1m1.04%	1.04%	Reduced -356	-356 -13.6%
26	HOME DEPOT INC COM HD	HD	3,069	$1.1m1.02%	1.02%	Reduced -13	-13 -0.4%
27	SPDR SER TR NUVEEN BLOOMBERG HYMB	HYMB	41,460	$1.1m1.02%	1.02%	Added +1.8k	+1,792 4.5%
28	META PLATFORMS INC CL A META	META	1,964	$990.3k0.96%	0.96%	Reduced -55	-55 -2.7%
29	DIMENSIONAL ETF TRUST NATL MUN BD ETF DFNM	DFNM	20,329	$971.1k0.94%	0.94%	Added +427	+427 2.1%
30	VANGUARD INDEX FDS SML CP GRW ETF VBK	VBK	3,856	$964.5k0.93%	0.93%	Added +44	+44 1.1%
31	COUPANG INC CL A CPNG	CPNG	45,454	$952.3k0.92%	0.92%	Reduced -1.1k	-1,098 -2.4%
32	ALPHABET INC CAP STK CL A GOOGL	GOOGL	4,887	$890.2k0.86%	0.86%	Reduced -116	-116 -2.3%
33	ELI LILLY & CO COM LLY	LLY	978	$885.5k0.85%	0.85%	Reduced -60	-60 -5.8%
34	DIMENSIONAL ETF TRUST US REAL ESTATE E US REAL ESTATE E		37,778	$834.9k0.81%	0.81%	Added +821	+821 2.2%
35	STRYKER CORPORATION COM SYK	SYK	2,450	$833.7k0.80%	0.80%	Reduced -6	-6 -0.2%
36	ISHARES TR SHRT NAT MUN ETF SUB	SUB	7,811	$816.6k0.79%	0.79%	Reduced -700	-700 -8.2%
37	AMAZON COM INC COM AMZN	AMZN	4,144	$800.8k0.77%	0.77%	Reduced -27	-27 -0.7%
38	WALMART INC COM WMT	WMT	10,247	$693.9k0.67%	0.67%	Added +30	+30 0.3%
39	SPDR S&P 500 ETF TR TR UNIT SPY	SPY	1,183	$643.8k0.62%	0.62%	Added +114	+114 10.7%
40	INTEL CORP COM INTC	INTC	17,309	$536.1k0.52%	0.52%	Reduced -795	-795 -4.4%
41	PEPSICO INC COM PEP	PEP	3,100	$511.2k0.49%	0.49%	Added +5	+5 0.2%
42	ORACLE CORP COM ORCL	ORCL	3,562	$502.9k0.49%	0.49%	Reduced -52	-52 -1.4%
43	UNITEDHEALTH GROUP INC COM UNH	UNH	912	$464.4k0.45%	0.45%	Added +10	+10 1.1%
44	EXXON MOBIL CORP COM XOM	XOM	3,940	$453.6k0.44%	0.44%	Added +396	+396 11.2%
45	VANGUARD INDEX FDS S&P 500 ETF SHS VOO	VOO	905	$452.6k0.44%	0.44%	Unchanged
46	ISHARES TR RUS 1000 GRW ETF IWF	IWF	1,197	$436.3k0.42%	0.42%	Reduced -27	-27 -2.2%
47	SPDR SER TR NUVEEN BLMBRG SH SHM	SHM	8,379	$395.4k0.38%	0.38%	Added +51	+51 0.6%
48	JOHNSON & JOHNSON COM JNJ	JNJ	2,594	$379.1k0.37%	0.37%	Reduced -127	-127 -4.7%
49	SPDR SERIES TRUST PRTFLO S&P500 GW SPYG	SPYG	4,417	$353.9k0.34%	0.34%	Unchanged
50	CISCO SYS INC COM CSCO	CSCO	7,232	$343.6k0.33%	0.33%	Reduced -885	-885 -10.9%
51	RTX CORPORATION COM RTX	RTX	3,122	$313.4k0.30%	0.30%	Reduced -215	-215 -6.4%
52	SPDR SERIES TRUST PRTFLO S&P500 VL SPYV	SPYV	6,409	$312.4k0.30%	0.30%	Unchanged
53	DIMENSIONAL ETF TRUST US CORE EQT MKT DFAU	DFAU	8,291	$310.8k0.30%	0.30%	Unchanged
54	ARK ETF TR INNOVATION ETF ARKK	ARKK	6,544	$287.6k0.28%	0.28%	Reduced -1.3k	-1,323 -16.8%
55	STARBUCKS CORP COM SBUX	SBUX	3,654	$284.5k0.27%	0.27%	Reduced -17	-17 -0.5%
56	CHEVRON CORP NEW COM CVX	CVX	1,812	$283.4k0.27%	0.27%	Reduced -78	-78 -4.1%
57	NIKE INC CL B NKE	NKE	3,687	$277.9k0.27%	0.27%	Reduced -115	-115 -3.0%
58	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	667	$271.3k0.26%	0.26%	Reduced -6	-6 -0.9%
59	TEXAS INSTRS INC COM TXN	TXN	1,375	$267.5k0.26%	0.26%	Reduced -1	-1 -0.1%
60	EXCHANGE TRADED CONCEPTS TRU EMQQ EM INTERN EMQQ	EMQQ	7,521	$249.6k0.24%	0.24%	Reduced -886	-886 -10.5%
61	MCDONALDS CORP COM MCD	MCD	973	$248.0k0.24%	0.24%	Reduced -2	-2 -0.2%
62	ALPHABET INC CAP STK CL C GOOG	GOOG	1,313	$240.8k0.23%	0.23%	Reduced -79	-79 -5.7%
63	VANGUARD WORLD FD INF TECH ETF VGT	VGT	416	$239.9k0.23%	0.23%	Reduced -74	-74 -15.1%
64	ISHARES TR CORE S&P500 ETF IVV	IVV	436	$238.6k0.23%	0.23%	Unchanged
65	VANGUARD INDEX FDS VALUE ETF VTV	VTV	1,475	$236.6k0.23%	0.23%	Reduced -449	-449 -23.3%
66	ADOBE INC COM ADBE	ADBE	425	$236.1k0.23%	0.23%	Reduced -25	-25 -5.6%
67	ISHARES TR S&P 100 ETF OEF	OEF	870	$229.9k0.22%	0.22%	Reduced -25	-25 -2.8%
68	PROCTER AND GAMBLE CO COM PG	PG	1,344	$221.7k0.21%	0.21%	Reduced -86	-86 -6.0%
69	MERCK & CO INC COM MRK	MRK	1,784	$220.9k0.21%	0.21%	Reduced -24	-24 -1.3%
70	JPMORGAN CHASE & CO COM JPM	JPM	1,086	$219.7k0.21%	0.21%	Reduced -46	-46 -4.1%
71	INVESCO EXCH TRADED FD TR II CALIF AMT MUN PWZ	PWZ	8,272	$204.1k0.20%	0.20%	Added +154	+154 1.9%
72	ACCENTURE PLC IRELAND SHS CLASS A ACN	ACN	643	$195.1k0.19%	0.19%	Reduced -16	-16 -2.4%
73	ELEVANCE HEALTH INC COM ELV	ELV	313	$169.6k0.16%	0.16%	New
74	VIRTUS DIVIDEND INTEREST & P COM NFJ	NFJ	11,854	$145.6k0.14%	0.14%	Reduced -947	-947 -7.4%
75	ABRDN TOTAL DYNAMIC DIVIDEND COM SH BEN INT XAODX	XAODX	16,646	$140.0k0.14%	0.14%	Reduced -2.3k	-2,296 -12.1%
76	MICRON TECHNOLOGY INC COM MU	MU	1,061	$139.6k0.13%	0.13%	New
77	COLGATE PALMOLIVE CO COM CL	CL	1,298	$126.0k0.12%	0.12%	New
78	APOLLO GLOBAL MGMT INC COM APO	APO	721	$85.1k0.08%	0.08%	New
79	CBRE GBL REAL ESTATE INC FD COM COM		15,024	$75.7k0.07%	0.07%	Added +140	+140 0.9%
80	NUVEEN CR STRATEGIES INCOME COM SHS XJQCX	XJQCX	12,696	$70.5k0.07%	0.07%	Reduced -2.0k	-1,955 -13.3%
81	VIRTUS CONVERTIBLE & INC FD COM COM		12,385	$36.2k0.03%	0.03%	Reduced -802	-802 -6.1%
82	AMARIN CORP PLC SPONS ADR NEW SPONS ADR NEW		14,250	$9.8k0.01%	0.01%	Reduced -750	-750 -5.0%
83	HNR ACQUISITION CORP *W EXP 02/04/202 EONR.WS	EONR.WS	170,500	$7.2k0.01%	0.01%	Unchanged

Sold out since Q1 2024

Security	Ticker	Shares held before	Value then
ZENTALIS PHARMACEUTICALS INC ZNTL	ZNTL	15,000	$236.4k15.0k shares
AXON ENTERPRISE INC AXON	AXON	674	$210.9k674 shares
BANK AMERICA CORP BAC	BAC	4,663	$176.8k4.7k shares
PRUDENTIAL FINL INC PRU	PRU	1,303	$153.0k1.3k shares
NUVEEN PFD & INCOME OPPORTUN JPC	JPC	10,985	$79.0k11.0k shares
MIMEDX GROUP INC MDXG	MDXG	10,000	$77.0k10.0k shares

Options (notional value)

Underlying	Ticker	Type	Shares controlled	Notional	Change
SPDR S&P 500 ETF TR SPY · Call	SPY	Call	42,200	$23.0m42.2k shares	Reduced
APPLE INC AAPL · Put	AAPL	Put	7,100	$1.5m7.1k shares	Unchanged
INVESCO QQQ TR QQQ · Put	QQQ	Put	1,800	$862.4k1.8k shares	Unchanged
STRYKER CORPORATION SYK · Put	SYK	Put	2,400	$816.6k2.4k shares	New
MICROSOFT CORP MSFT · Put	MSFT	Put	1,500	$670.4k1.5k shares	Unchanged
QUALCOMM INC QCOM · Put	QCOM	Put	3,200	$637.4k3.2k shares	Reduced
HOME DEPOT INC HD · Put	HD	Put	1,800	$619.7k1.8k shares	Unchanged
ORACLE CORP ORCL · Put	ORCL	Put	3,200	$451.8k3.2k shares	New
META PLATFORMS INC META · Put	META	Put	800	$403.4k800 shares	Unchanged
ALPHABET INC GOOGL · Put	GOOGL	Put	1,900	$346.1k1.9k shares	Unchanged
NVIDIA CORPORATION NVDA · Put	NVDA	Put	2,100	$259.4k2.1k shares	Added
STARBUCKS CORP SBUX · Put	SBUX	Put	3,100	$241.3k3.1k shares	Unchanged
NIKE INC NKE · Put	NKE	Put	3,200	$241.2k3.2k shares	Unchanged
WALMART INC WMT · Put	WMT	Put	3,300	$223.5k3.3k shares	Unchanged
CISCO SYS INC CSCO · Put	CSCO	Put	4,100	$194.8k4.1k shares	Unchanged
JOHNSON & JOHNSON JNJ · Put	JNJ	Put	1,300	$190.0k1.3k shares	Unchanged
SPDR S&P 500 ETF TR SPY · Put	SPY	Put	300	$163.3k300 shares	Unchanged
TEXAS INSTRS INC TXN · Put	TXN	Put	800	$155.6k800 shares	Unchanged
AMAZON COM INC AMZN · Put	AMZN	Put	800	$154.6k800 shares	Unchanged
PEPSICO INC PEP · Put	PEP	Put	900	$148.4k900 shares	Unchanged
APOLLO GLOBAL MGMT INC APO · Put	APO	Put	1,200	$141.7k1.2k shares	New
MCDONALDS CORP MCD · Put	MCD	Put	500	$127.4k500 shares	Unchanged
PROCTER AND GAMBLE CO PG · Put	PG	Put	700	$115.4k700 shares	Unchanged
UNITEDHEALTH GROUP INC UNH · Put	UNH	Put	200	$101.9k200 shares	Unchanged
MERCK & CO INC MRK · Put	MRK	Put	800	$99.0k800 shares	Unchanged