Heritage Wealth Management, Inc. /CA/

SAN DIEGO, CA · CIK 2012170 · 13F filing filed 2025-02-11

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.

$117.1m reported value +5.7% vs Q3 2024

89positions

49.3%in top 10

9 new 49 added 26 reduced 9 sold out vs Q3 2024

Options: 1 call positions ($21.8m notional), 0 put positions (— notional) – listed below, not included above.

Holdings, Q4 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	190,424	$12.7m10.86%	10.86%	Reduced -9.6k	-9,639 -4.8%
2	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	340,188	$9.5m8.09%	8.09%	Reduced -14.5k	-14,456 -4.1%
3	APPLE INC COM AAPL	AAPL	25,829	$6.5m5.52%	5.52%	Added +808	+808 3.2%
4	VANGUARD SCOTTSDALE FDS SHORT TERM TREAS VGSH	VGSH	107,755	$6.3m5.35%	5.35%	Added +4.7k	+4,738 4.6%
5	DIMENSIONAL ETF TRUST US CORE EQUITY 2 DFAC	DFAC	147,850	$5.1m4.37%	4.37%	Reduced -9.5k	-9,461 -6.0%
6	SCHWAB STRATEGIC TR INT-TRM U.S TRES SCHR	SCHR	204,350	$5.0m4.24%	4.24%	Added +9.9k	+9,864 5.1%
7	ISHARES TR IBOXX INV CP ETF LQD	LQD	34,458	$3.7m3.14%	3.14%	Added +1.4k	+1,376 4.2%
8	VANGUARD BD INDEX FDS TOTAL BND MRKT BND	BND	49,094	$3.5m3.01%	3.01%	Added +3.2k	+3,155 6.9%
9	ISHARES TR 20 YR TR BD ETF TLT	TLT	31,412	$2.7m2.34%	2.34%	Reduced -8.7k	-8,670 -21.6%
10	ISHARES TR CALIF MUN BD ETF CMF	CMF	47,811	$2.7m2.34%	2.34%	Reduced -1.6k	-1,575 -3.2%
11	SSGA ACTIVE ETF TR SPDR TR TACTIC TOTL	TOTL	61,704	$2.4m2.08%	2.08%	Added +3.0k	+2,973 5.1%
12	PALANTIR TECHNOLOGIES INC CL A PLTR	PLTR	29,024	$2.2m1.87%	1.87%	Added +111	+111 0.4%
13	MICROSOFT CORP COM MSFT	MSFT	4,945	$2.1m1.78%	1.78%	Added +455	+455 10.1%
14	ISHARES TR S&P MC 400VL ETF IJJ	IJJ	16,511	$2.1m1.76%	1.76%	Added +3.8k	+3,789 29.8%
15	ISHARES TR US TREAS BD ETF GOVT	GOVT	86,054	$2.0m1.69%	1.69%	Added +4.8k	+4,780 5.9%
16	SPDR SER TR S&P 400 MDCP GRW MDYG	MDYG	22,649	$2.0m1.68%	1.68%	Added +7.3k	+7,313 47.7%
17	VANGUARD INDEX FDS SML CP GRW ETF VBK	VBK	7,003	$2.0m1.67%	1.67%	Added +3.3k	+3,269 87.5%
18	DIMENSIONAL ETF TRUST EMGR CRE EQT MNG DFAE	DFAE	76,034	$1.9m1.65%	1.65%	Reduced -24.6k	-24,633 -24.5%
19	AMERICAN CENTY ETF TR US SML CP VALU AVUV	AVUV	18,822	$1.8m1.55%	1.55%	Added +6.6k	+6,595 53.9%
20	SSGA ACTIVE ETF TR BLACKSTONE SENR SRLN	SRLN	42,808	$1.8m1.53%	1.53%	Added +14.8k	+14,791 52.8%
21	ISHARES TR CORE US AGGBD ET AGG	AGG	18,252	$1.8m1.51%	1.51%	Added +842	+842 4.8%
22	ISHARES TR IBOXX HI YD ETF HYG	HYG	22,094	$1.7m1.48%	1.48%	Added +7.6k	+7,643 52.9%
23	VANGUARD INDEX FDS S&P 500 ETF SHS VOO	VOO	2,943	$1.6m1.35%	1.35%	Added +1.5k	+1,469 99.7%
24	DIMENSIONAL ETF TRUST INTL CORE EQT MK DFAI	DFAI	51,971	$1.5m1.30%	1.30%	Reduced -7.0k	-7,040 -11.9%
25	ISHARES TR CORE S&P US GWT IUSG	IUSG	9,735	$1.4m1.16%	1.16%	New
26	DIMENSIONAL ETF TRUST NATL MUN BD ETF DFNM	DFNM	25,833	$1.2m1.05%	1.05%	Added +4.0k	+3,970 18.2%
27	META PLATFORMS INC CL A META	META	2,079	$1.2m1.04%	1.04%	Added +2	+2 0.1%
28	NVIDIA CORPORATION COM NVDA	NVDA	9,047	$1.2m1.04%	1.04%	Reduced -16	-16 -0.2%
29	INVESCO QQQ TR UNIT SER 1 QQQ	QQQ	2,313	$1.2m1.01%	1.01%	Unchanged
30	SPDR SER TR NUVEEN BLOOMBERG HYMB	HYMB	46,153	$1.2m1.01%	1.01%	Added +1.2k	+1,175 2.6%
31	DIMENSIONAL ETF TRUST WORLD EX US CORE DFAX	DFAX	47,339	$1.2m1.00%	1.00%	Reduced -1.4k	-1,421 -2.9%
32	ALPHABET INC CAP STK CL A GOOGL	GOOGL	5,901	$1.1m0.95%	0.95%	Added +18	+18 0.3%
33	HOME DEPOT INC COM HD	HD	2,861	$1.1m0.95%	0.95%	Reduced -148	-148 -4.9%
34	AMAZON COM INC COM AMZN	AMZN	5,009	$1.1m0.94%	0.94%	Reduced -181	-181 -3.5%
35	WALMART INC COM WMT	WMT	10,407	$940.3k0.80%	0.80%	Added +67	+67 0.7%
36	COUPANG INC CL A CPNG	CPNG	40,357	$887.0k0.76%	0.76%	Reduced -5.1k	-5,097 -11.2%
37	STRYKER CORPORATION COM SYK	SYK	2,451	$882.5k0.75%	0.75%	Added +1	+1 0.0%
38	DIMENSIONAL ETF TRUST US REAL ESTATE E US REAL ESTATE E		36,861	$857.8k0.73%	0.73%	Added +221	+221 0.6%
39	VANGUARD INDEX FDS VALUE ETF VTV	VTV	4,949	$837.9k0.72%	0.72%	Added +3.5k	+3,544 252.2%
40	ELI LILLY & CO COM LLY	LLY	1,049	$809.8k0.69%	0.69%	Added +74	+74 7.6%
41	SPDR S&P 500 ETF TR TR UNIT SPY	SPY	1,336	$782.9k0.67%	0.67%	Added +201	+201 17.7%
42	QUALCOMM INC COM QCOM	QCOM	4,920	$755.9k0.65%	0.65%	Reduced -3.0k	-2,983 -37.8%
43	ORACLE CORP COM ORCL	ORCL	3,564	$593.9k0.51%	0.51%	Added +3	+3 0.1%
44	UNITEDHEALTH GROUP INC COM UNH	UNH	1,095	$553.9k0.47%	0.47%	Added +169	+169 18.2%
45	PEPSICO INC COM PEP	PEP	3,528	$536.4k0.46%	0.46%	Added +428	+428 13.8%
46	SPDR SER TR NUVEEN BLMBRG SH SHM	SHM	10,894	$516.3k0.44%	0.44%	Added +2.0k	+2,045 23.1%
47	ISHARES TR SHRT NAT MUN ETF SUB	SUB	4,384	$462.4k0.39%	0.39%	Reduced -1.7k	-1,743 -28.4%
48	CISCO SYS INC COM CSCO	CSCO	7,502	$444.1k0.38%	0.38%	Added +10	+10 0.1%
49	JOHNSON & JOHNSON COM JNJ	JNJ	2,967	$429.1k0.37%	0.37%	Added +336	+336 12.8%
50	EXXON MOBIL CORP COM XOM	XOM	3,973	$427.4k0.36%	0.36%	Added +19	+19 0.5%
51	AXON ENTERPRISE INC COM AXON	AXON	713	$423.8k0.36%	0.36%	Added +39	+39 5.8%
52	JPMORGAN CHASE & CO COM JPM	JPM	1,716	$411.4k0.35%	0.35%	Added +634	+634 58.6%
53	RTX CORPORATION COM RTX	RTX	3,508	$405.9k0.35%	0.35%	Added +376	+376 12.0%
54	ISHARES TR NATIONAL MUN ETF MUB	MUB	3,712	$395.5k0.34%	0.34%	New
55	HIMS & HERS HEALTH INC COM CL A HIMS	HIMS	16,135	$390.1k0.33%	0.33%	Added +24	+24 0.1%
56	ISHARES TR RUS 1000 GRW ETF IWF	IWF	958	$384.7k0.33%	0.33%	Reduced -197	-197 -17.1%
57	STARBUCKS CORP COM SBUX	SBUX	3,991	$364.2k0.31%	0.31%	Added +355	+355 9.8%
58	BROADCOM INC COM AVGO	AVGO	1,489	$345.2k0.29%	0.29%	New
59	ARK ETF TR INNOVATION ETF ARKK	ARKK	6,063	$344.2k0.29%	0.29%	Reduced -623	-623 -9.3%
60	INTEL CORP COM INTC	INTC	17,044	$341.7k0.29%	0.29%	Added +318	+318 1.9%
61	NIKE INC CL B NKE	NKE	4,283	$324.1k0.28%	0.28%	Added +611	+611 16.6%
62	DIMENSIONAL ETF TRUST US CORE EQT MKT DFAU	DFAU	7,857	$318.1k0.27%	0.27%	Reduced -434	-434 -5.2%
63	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	687	$311.4k0.27%	0.27%	Added +11	+11 1.6%
64	VANGUARD TAX-MANAGED FDS VAN FTSE DEV MKT VEA	VEA	6,171	$295.1k0.25%	0.25%	New
65	MCDONALDS CORP COM MCD	MCD	971	$281.5k0.24%	0.24%	Added +5	+5 0.5%
66	COSTCO WHSL CORP NEW COM COST	COST	304	$278.5k0.24%	0.24%	New
67	VANGUARD INDEX FDS SM CP VAL ETF VBR	VBR	1,376	$272.7k0.23%	0.23%	New
68	PROCTER AND GAMBLE CO COM PG	PG	1,602	$268.6k0.23%	0.23%	Added +256	+256 19.0%
69	CHEVRON CORP NEW COM CVX	CVX	1,842	$266.8k0.23%	0.23%	Added +54	+54 3.0%
70	MERCK & CO INC COM MRK	MRK	2,640	$262.6k0.22%	0.22%	Added +886	+886 50.5%
71	ISHARES TR CORE S&P500 ETF IVV	IVV	436	$256.7k0.22%	0.22%	Unchanged
72	TESLA INC COM TSLA	TSLA	625	$252.4k0.22%	0.22%	Reduced -261	-261 -29.5%
73	ISHARES TR S&P 100 ETF OEF	OEF	870	$251.3k0.21%	0.21%	Unchanged
74	VISA INC COM CL A V	V	784	$247.8k0.21%	0.21%	New
75	TEXAS INSTRS INC COM TXN	TXN	1,281	$240.2k0.21%	0.21%	Reduced -101	-101 -7.3%
76	ACCENTURE PLC IRELAND SHS CLASS A ACN	ACN	674	$237.1k0.20%	0.20%	Added +31	+31 4.8%
77	VANGUARD WORLD FD INF TECH ETF VGT	VGT	360	$223.8k0.19%	0.19%	Reduced -30	-30 -7.7%
78	SPDR SERIES TRUST PRTFLO S&P500 VL SPYV	SPYV	4,326	$221.2k0.19%	0.19%	Reduced -1.9k	-1,852 -30.0%
79	EXCHANGE TRADED CONCEPTS TRU EMQQ EM INTERN EMQQ	EMQQ	6,240	$215.2k0.18%	0.18%	Reduced -1.1k	-1,115 -15.2%
80	SEMPRA COM SRE	SRE	2,444	$214.4k0.18%	0.18%	New
81	MERCADOLIBRE INC COM MELI	MELI	126	$214.3k0.18%	0.18%	Unchanged
82	NETFLIX INC COM NFLX	NFLX	236	$210.4k0.18%	0.18%	New
83	ABRDN TOTAL DYNAMIC DIVIDEND COM SH BEN INT XAODX	XAODX	18,500	$155.6k0.13%	0.13%	Added +210	+210 1.1%
84	VIRTUS DIVIDEND INTEREST & P COM NFJ	NFJ	11,422	$144.3k0.12%	0.12%	Reduced -547	-547 -4.6%
85	NU HLDGS LTD ORD SHS CL A NU	NU	10,000	$103.6k0.09%	0.09%	Reduced -31	-31 -0.3%
86	CBRE GBL REAL ESTATE INC FD COM COM		12,632	$60.8k0.05%	0.05%	Reduced -515	-515 -3.9%
87	VIRTUS CONVERTIBLE & INC FD COM COM		12,883	$40.3k0.03%	0.03%	Reduced -352	-352 -2.7%
88	HNR ACQUISITION CORP *W EXP 02/04/202 EONR.WS	EONR.WS	191,735	$10.5k0.01%	0.01%	Added +21.2k	+21,235 12.4%
89	AMARIN CORP PLC SPONS ADR NEW SPONS ADR NEW		14,250	$6.9k0.01%	0.01%	Unchanged

Sold out since Q3 2024

Security	Ticker	Shares held before	Value then
SPDR SERIES TRUST SPYG	SPYG	3,954	$327.9k4.0k shares
ADOBE INC ADBE	ADBE	437	$226.3k437 shares
ALPHABET INC GOOG	GOOG	1,324	$221.4k1.3k shares
INVESCO EXCH TRADED FD TR II PWZ	PWZ	8,432	$211.5k8.4k shares
ELEVANCE HEALTH INC ELV	ELV	313	$162.8k313 shares
AMERICAN EXPRESS CO AXP	AXP	536	$145.4k536 shares
COCA COLA CO KO	KO	2,010	$144.4k2.0k shares
COLGATE PALMOLIVE CO CL	CL	1,298	$134.7k1.3k shares
NUVEEN CR STRATEGIES INCOME XJQCX	XJQCX	11,575	$67.0k11.6k shares

Options (notional value)

Underlying	Ticker	Type	Shares controlled	Notional	Change
SPDR S&P 500 ETF TR SPY · Call	SPY	Call	37,200	$21.8m37.2k shares	Added