Heritage Wealth Management, Inc. /CA/

SAN DIEGO, CA · CIK 2012170 · 13F filing filed 2024-10-18

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.

$110.8m reported value +6.9% vs Q2 2024

89positions

52.9%in top 10

8 new 35 added 35 reduced 2 sold out vs Q2 2024

Options: 1 call positions ($20.1m notional), 36 put positions ($10.2m notional) – listed below, not included above.

Holdings, Q3 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	200,063	$13.2m11.88%	11.88%	Added +4.6k	+4,621 2.4%
2	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	88,661	$9.2m8.33%	8.33%	Reduced -2.7k	-2,729 -3.0%
3	VANGUARD SCOTTSDALE FDS SHORT TERM TREAS VGSH	VGSH	103,017	$6.1m5.49%	5.49%	Added +593	+593 0.6%
4	APPLE INC COM AAPL	AAPL	25,021	$5.8m5.26%	5.26%	Added +258	+258 1.0%
5	DIMENSIONAL ETF TRUST US CORE EQUITY 2 DFAC	DFAC	157,311	$5.4m4.87%	4.87%	Reduced -18.9k	-18,902 -10.7%
6	SCHWAB STRATEGIC TR INT-TRM U.S TRES SCHR	SCHR	97,243	$4.9m4.44%	4.44%	Reduced -237	-237 -0.2%
7	ISHARES TR 20 YR TR BD ETF TLT	TLT	40,082	$3.9m3.55%	3.55%	Added +890	+890 2.3%
8	ISHARES TR IBOXX INV CP ETF LQD	LQD	33,082	$3.7m3.37%	3.37%	Reduced -562	-562 -1.7%
9	VANGUARD BD INDEX FDS TOTAL BND MRKT BND	BND	45,939	$3.5m3.11%	3.11%	Reduced -663	-663 -1.4%
10	ISHARES TR CALIF MUN BD ETF CMF	CMF	49,386	$2.9m2.59%	2.59%	Reduced -1.7k	-1,746 -3.4%
11	DIMENSIONAL ETF TRUST EMGR CRE EQT MNG DFAE	DFAE	100,667	$2.8m2.49%	2.49%	Added +325	+325 0.3%
12	SSGA ACTIVE ETF TR SPDR TR TACTIC TOTL	TOTL	58,731	$2.4m2.19%	2.19%	Added +1.3k	+1,339 2.3%
13	MICROSOFT CORP COM MSFT	MSFT	4,490	$1.9m1.74%	1.74%	Added +302	+302 7.2%
14	ISHARES TR US TREAS BD ETF GOVT	GOVT	81,274	$1.9m1.72%	1.72%	Reduced -1.7k	-1,683 -2.0%
15	DIMENSIONAL ETF TRUST INTL CORE EQT MK DFAI	DFAI	59,011	$1.9m1.69%	1.69%	Reduced -383	-383 -0.6%
16	ISHARES TR CORE US AGGBD ET AGG	AGG	17,410	$1.8m1.59%	1.59%	Added +116	+116 0.7%
17	ISHARES TR S&P MC 400VL ETF IJJ	IJJ	12,722	$1.6m1.42%	1.42%	Reduced -135	-135 -1.1%
18	SPDR SER TR S&P 400 MDCP GRW MDYG	MDYG	15,336	$1.3m1.21%	1.21%	Reduced -328	-328 -2.1%
19	QUALCOMM INC COM QCOM	QCOM	7,903	$1.3m1.21%	1.21%	Added +146	+146 1.9%
20	DIMENSIONAL ETF TRUST WORLD EX US CORE DFAX	DFAX	48,760	$1.3m1.19%	1.19%	Reduced -4.1k	-4,053 -7.7%
21	HOME DEPOT INC COM HD	HD	3,009	$1.2m1.10%	1.10%	Reduced -60	-60 -2.0%
22	META PLATFORMS INC CL A META	META	2,077	$1.2m1.07%	1.07%	Added +113	+113 5.8%
23	SPDR SER TR NUVEEN BLOOMBERG HYMB	HYMB	44,978	$1.2m1.07%	1.07%	Added +3.5k	+3,518 8.5%
24	AMERICAN CENTY ETF TR US SML CP VALU AVUV	AVUV	12,227	$1.2m1.06%	1.06%	Reduced -166	-166 -1.3%
25	SSGA ACTIVE ETF TR BLACKSTONE SENR SRLN	SRLN	28,017	$1.2m1.06%	1.06%	Added +246	+246 0.9%
26	ISHARES TR IBOXX HI YD ETF HYG	HYG	14,451	$1.2m1.05%	1.05%	Added +11	+11 0.1%
27	INVESCO QQQ TR UNIT SER 1 QQQ	QQQ	2,313	$1.1m1.02%	1.02%	Added +58	+58 2.6%
28	COUPANG INC CL A CPNG	CPNG	45,454	$1.1m1.01%	1.01%	Unchanged
29	NVIDIA CORPORATION COM NVDA	NVDA	9,063	$1.1m0.99%	0.99%	Reduced -8	-8 -0.1%
30	PALANTIR TECHNOLOGIES INC CL A PLTR	PLTR	28,913	$1.1m0.97%	0.97%	New
31	DIMENSIONAL ETF TRUST NATL MUN BD ETF DFNM	DFNM	21,863	$1.1m0.96%	0.96%	Added +1.5k	+1,534 7.5%
32	VANGUARD INDEX FDS SML CP GRW ETF VBK	VBK	3,734	$998.4k0.90%	0.90%	Reduced -122	-122 -3.2%
33	ALPHABET INC CAP STK CL A GOOGL	GOOGL	5,883	$975.7k0.88%	0.88%	Added +996	+996 20.4%
34	AMAZON COM INC COM AMZN	AMZN	5,190	$967.1k0.87%	0.87%	Added +1.0k	+1,046 25.2%
35	DIMENSIONAL ETF TRUST US REAL ESTATE E US REAL ESTATE E		36,640	$939.5k0.85%	0.85%	Reduced -1.1k	-1,138 -3.0%
36	STRYKER CORPORATION COM SYK	SYK	2,450	$885.1k0.80%	0.80%	Unchanged
37	ELI LILLY & CO COM LLY	LLY	975	$863.8k0.78%	0.78%	Reduced -3	-3 -0.3%
38	WALMART INC COM WMT	WMT	10,340	$835.0k0.75%	0.75%	Added +93	+93 0.9%
39	VANGUARD INDEX FDS S&P 500 ETF SHS VOO	VOO	1,474	$777.8k0.70%	0.70%	Added +569	+569 62.9%
40	SPDR S&P 500 ETF TR TR UNIT SPY	SPY	1,135	$651.2k0.59%	0.59%	Reduced -48	-48 -4.1%
41	ISHARES TR SHRT NAT MUN ETF SUB	SUB	6,127	$650.6k0.59%	0.59%	Reduced -1.7k	-1,684 -21.6%
42	ORACLE CORP COM ORCL	ORCL	3,561	$606.8k0.55%	0.55%	Reduced -1	-1 -0.0%
43	UNITEDHEALTH GROUP INC COM UNH	UNH	926	$541.4k0.49%	0.49%	Added +14	+14 1.5%
44	PEPSICO INC COM PEP	PEP	3,100	$527.1k0.48%	0.48%	Unchanged
45	EXXON MOBIL CORP COM XOM	XOM	3,954	$463.5k0.42%	0.42%	Added +14	+14 0.4%
46	ISHARES TR RUS 1000 GRW ETF IWF	IWF	1,155	$433.6k0.39%	0.39%	Reduced -42	-42 -3.5%
47	JOHNSON & JOHNSON COM JNJ	JNJ	2,631	$426.4k0.38%	0.38%	Added +37	+37 1.4%
48	SPDR SER TR NUVEEN BLMBRG SH SHM	SHM	8,849	$426.0k0.38%	0.38%	Added +470	+470 5.6%
49	CISCO SYS INC COM CSCO	CSCO	7,492	$398.7k0.36%	0.36%	Added +260	+260 3.6%
50	INTEL CORP COM INTC	INTC	16,726	$392.4k0.35%	0.35%	Reduced -583	-583 -3.4%
51	RTX CORPORATION COM RTX	RTX	3,132	$379.5k0.34%	0.34%	Added +10	+10 0.3%
52	STARBUCKS CORP COM SBUX	SBUX	3,636	$354.5k0.32%	0.32%	Reduced -18	-18 -0.5%
53	DIMENSIONAL ETF TRUST US CORE EQT MKT DFAU	DFAU	8,291	$329.1k0.30%	0.30%	Unchanged
54	SPDR SERIES TRUST PRTFLO S&P500 GW SPYG	SPYG	3,954	$327.9k0.30%	0.30%	Reduced -463	-463 -10.5%
55	SPDR SERIES TRUST PRTFLO S&P500 VL SPYV	SPYV	6,178	$326.6k0.29%	0.29%	Reduced -231	-231 -3.6%
56	NIKE INC CL B NKE	NKE	3,672	$324.6k0.29%	0.29%	Reduced -15	-15 -0.4%
57	ARK ETF TR INNOVATION ETF ARKK	ARKK	6,686	$317.8k0.29%	0.29%	Added +142	+142 2.2%
58	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	676	$311.1k0.28%	0.28%	Added +9	+9 1.4%
59	HIMS & HERS HEALTH INC COM CL A HIMS	HIMS	16,111	$296.8k0.27%	0.27%	New
60	MCDONALDS CORP COM MCD	MCD	966	$294.2k0.27%	0.27%	Reduced -7	-7 -0.7%
61	EXCHANGE TRADED CONCEPTS TRU EMQQ EM INTERN EMQQ	EMQQ	7,355	$288.4k0.26%	0.26%	Reduced -166	-166 -2.2%
62	TEXAS INSTRS INC COM TXN	TXN	1,382	$285.5k0.26%	0.26%	Added +7	+7 0.5%
63	AXON ENTERPRISE INC COM AXON	AXON	674	$269.3k0.24%	0.24%	New
64	CHEVRON CORP NEW COM CVX	CVX	1,788	$263.3k0.24%	0.24%	Reduced -24	-24 -1.3%
65	MERCADOLIBRE INC COM MELI	MELI	126	$258.5k0.23%	0.23%	New
66	ISHARES TR CORE S&P500 ETF IVV	IVV	436	$251.5k0.23%	0.23%	Unchanged
67	VANGUARD INDEX FDS VALUE ETF VTV	VTV	1,405	$245.3k0.22%	0.22%	Reduced -70	-70 -4.8%
68	ISHARES TR S&P 100 ETF OEF	OEF	870	$240.8k0.22%	0.22%	Unchanged
69	PROCTER AND GAMBLE CO COM PG	PG	1,346	$233.1k0.21%	0.21%	Added +2	+2 0.1%
70	TESLA INC COM TSLA	TSLA	886	$231.8k0.21%	0.21%	New
71	VANGUARD WORLD FD INF TECH ETF VGT	VGT	390	$228.7k0.21%	0.21%	Reduced -26	-26 -6.2%
72	JPMORGAN CHASE & CO COM JPM	JPM	1,082	$228.2k0.21%	0.21%	Reduced -4	-4 -0.4%
73	ACCENTURE PLC IRELAND SHS CLASS A ACN	ACN	643	$227.3k0.21%	0.21%	Unchanged
74	ADOBE INC COM ADBE	ADBE	437	$226.3k0.20%	0.20%	Added +12	+12 2.8%
75	ALPHABET INC CAP STK CL C GOOG	GOOG	1,324	$221.4k0.20%	0.20%	Added +11	+11 0.8%
76	INVESCO EXCH TRADED FD TR II CALIF AMT MUN PWZ	PWZ	8,432	$211.5k0.19%	0.19%	Added +160	+160 1.9%
77	MERCK & CO INC COM MRK	MRK	1,754	$199.2k0.18%	0.18%	Reduced -30	-30 -1.7%
78	ABRDN TOTAL DYNAMIC DIVIDEND COM SH BEN INT XAODX	XAODX	18,290	$166.4k0.15%	0.15%	Added +1.6k	+1,644 9.9%
79	ELEVANCE HEALTH INC COM ELV	ELV	313	$162.8k0.15%	0.15%	Unchanged
80	VIRTUS DIVIDEND INTEREST & P COM NFJ	NFJ	11,969	$156.1k0.14%	0.14%	Added +115	+115 1.0%
81	AMERICAN EXPRESS CO COM AXP	AXP	536	$145.4k0.13%	0.13%	New
82	COCA COLA CO COM KO	KO	2,010	$144.4k0.13%	0.13%	New
83	NU HLDGS LTD ORD SHS CL A NU	NU	10,031	$136.9k0.12%	0.12%	New
84	COLGATE PALMOLIVE CO COM CL	CL	1,298	$134.7k0.12%	0.12%	Unchanged
85	CBRE GBL REAL ESTATE INC FD COM COM		13,147	$86.4k0.08%	0.08%	Reduced -1.9k	-1,877 -12.5%
86	NUVEEN CR STRATEGIES INCOME COM SHS XJQCX	XJQCX	11,575	$67.0k0.06%	0.06%	Reduced -1.1k	-1,121 -8.8%
87	VIRTUS CONVERTIBLE & INC FD COM COM		13,235	$41.2k0.04%	0.04%	Added +850	+850 6.9%
88	AMARIN CORP PLC SPONS ADR NEW SPONS ADR NEW		14,250	$8.9k0.01%	0.01%	Unchanged
89	HNR ACQUISITION CORP *W EXP 02/04/202 EONR.WS	EONR.WS	170,500	$8.1k0.01%	0.01%	Unchanged

Sold out since Q2 2024

Security	Ticker	Shares held before	Value then
MICRON TECHNOLOGY INC MU	MU	1,061	$139.6k1.1k shares
APOLLO GLOBAL MGMT INC APO	APO	721	$85.1k721 shares

Options (notional value)

Underlying	Ticker	Type	Shares controlled	Notional	Change
SPDR S&P 500 ETF TR SPY · Call	SPY	Call	35,000	$20.1m35.0k shares	Reduced
APPLE INC AAPL · Put	AAPL	Put	7,100	$1.7m7.1k shares	Unchanged
INVESCO QQQ TR QQQ · Put	QQQ	Put	1,800	$878.5k1.8k shares	Unchanged
STRYKER CORPORATION SYK · Put	SYK	Put	2,400	$867.1k2.4k shares	Unchanged
HOME DEPOT INC HD · Put	HD	Put	1,800	$729.4k1.8k shares	Unchanged
MICROSOFT CORP MSFT · Put	MSFT	Put	1,500	$645.4k1.5k shares	Unchanged
ORACLE CORP ORCL · Put	ORCL	Put	3,200	$545.3k3.2k shares	Unchanged
QUALCOMM INC QCOM · Put	QCOM	Put	3,200	$544.2k3.2k shares	Unchanged
META PLATFORMS INC META · Put	META	Put	800	$458.0k800 shares	Unchanged
ALPHABET INC GOOGL · Put	GOOGL	Put	1,900	$315.1k1.9k shares	Unchanged
STARBUCKS CORP SBUX · Put	SBUX	Put	3,100	$302.2k3.1k shares	Unchanged
NIKE INC NKE · Put	NKE	Put	3,200	$282.9k3.2k shares	Unchanged
WALMART INC WMT · Put	WMT	Put	3,300	$266.5k3.3k shares	Unchanged
NVIDIA CORPORATION NVDA · Put	NVDA	Put	2,100	$255.0k2.1k shares	Unchanged
CISCO SYS INC CSCO · Put	CSCO	Put	4,100	$218.2k4.1k shares	Unchanged
JOHNSON & JOHNSON JNJ · Put	JNJ	Put	1,300	$210.7k1.3k shares	Unchanged
SPDR S&P 500 ETF TR SPY · Put	SPY	Put	300	$172.1k300 shares	Unchanged
TEXAS INSTRS INC TXN · Put	TXN	Put	800	$165.3k800 shares	Unchanged
PEPSICO INC PEP · Put	PEP	Put	900	$153.0k900 shares	Unchanged
MCDONALDS CORP MCD · Put	MCD	Put	500	$152.3k500 shares	Unchanged
AMAZON COM INC AMZN · Put	AMZN	Put	800	$149.1k800 shares	Unchanged
PROCTER AND GAMBLE CO PG · Put	PG	Put	700	$121.2k700 shares	Unchanged
UNITEDHEALTH GROUP INC UNH · Put	UNH	Put	200	$116.9k200 shares	Unchanged
ACCENTURE PLC IRELAND ACN · Put	ACN	Put	300	$106.0k300 shares	Unchanged
MERCK & CO INC MRK · Put	MRK	Put	800	$90.8k800 shares	Unchanged