Heritage Wealth Management, Inc. /CA/

SAN DIEGO, CA · CIK 2012170 · 13F filing filed 2025-11-05

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.

$146.5m reported value +11.0% vs Q2 2025

90positions

47.5%in top 10

6 new 39 added 36 reduced 1 sold out vs Q2 2025

Options: 1 call positions ($2.8m notional), 0 put positions (— notional) – listed below, not included above.

Holdings, Q3 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	AMERICAN CENTY ETF TR US LARGE CAP VLU AVLV	AVLV	204,859	$14.8m10.11%	10.11%	Reduced -1.6k	-1,638 -0.8%
2	SCHWAB STRATEGIC TR US LCAP GR ETF SCHG	SCHG	371,903	$11.9m8.10%	8.10%	Reduced -18.4k	-18,393 -4.7%
3	APPLE INC COM AAPL	AAPL	28,369	$7.2m4.93%	4.93%	Reduced -1.1k	-1,145 -3.9%
4	VANGUARD SCOTTSDALE FDS SHORT TERM TREAS VGSH	VGSH	119,203	$7.0m4.79%	4.79%	Added +1.1k	+1,078 0.9%
5	BROADCOM INC COM AVGO	AVGO	16,111	$5.3m3.63%	3.63%	Reduced -2.6k	-2,612 -13.9%
6	PALANTIR TECHNOLOGIES INC CL A PLTR	PLTR	29,078	$5.3m3.62%	3.62%	Added +32	+32 0.1%
7	DIMENSIONAL ETF TRUST US CORE EQUITY 2 DFAC	DFAC	132,404	$5.1m3.49%	3.49%	Reduced -1.9k	-1,937 -1.4%
8	SCHWAB STRATEGIC TR INT-TRM U.S TRES SCHR	SCHR	200,229	$5.0m3.44%	3.44%	Reduced -6.8k	-6,816 -3.3%
9	ISHARES TR 0-3 MNTH TREASRY SGOV	SGOV	40,872	$4.1m2.81%	2.81%	New
10	ISHARES TR IBOXX INV CP ETF LQD	LQD	33,782	$3.8m2.57%	2.57%	Reduced -880	-880 -2.5%
11	VANGUARD BD INDEX FDS TOTAL BND MRKT BND	BND	44,891	$3.3m2.28%	2.28%	Added +778	+778 1.8%
12	SSGA ACTIVE ETF TR SPDR TR TACTIC TOTL	TOTL	66,857	$2.7m1.85%	1.85%	Added +2.9k	+2,882 4.5%
13	ISHARES TR CALIF MUN BD ETF CMF	CMF	46,841	$2.7m1.82%	1.82%	Reduced -172	-172 -0.4%
14	ISHARES TR 20 YR TR BD ETF TLT	TLT	29,709	$2.7m1.81%	1.81%	Reduced -842	-842 -2.8%
15	MICROSOFT CORP COM MSFT	MSFT	4,820	$2.5m1.70%	1.70%	Added +28	+28 0.6%
16	ISHARES TR S&P MC 400VL ETF IJJ	IJJ	18,689	$2.4m1.66%	1.66%	Added +375	+375 2.0%
17	SPDR SER TR S&P 400 MDCP GRW MDYG	MDYG	26,113	$2.4m1.63%	1.63%	Added +572	+572 2.2%
18	VANGUARD INDEX FDS SML CP GRW ETF VBK	VBK	7,675	$2.3m1.56%	1.56%	Added +300	+300 4.1%
19	AMERICAN CENTY ETF TR US SML CP VALU AVUV	AVUV	22,569	$2.2m1.53%	1.53%	Added +853	+853 3.9%
20	DIMENSIONAL ETF TRUST EMGR CRE EQT MNG DFAE	DFAE	68,906	$2.2m1.48%	1.48%	Reduced -7.2k	-7,161 -9.4%
21	NVIDIA CORPORATION COM NVDA	NVDA	11,187	$2.1m1.43%	1.43%	Reduced -185	-185 -1.6%
22	META PLATFORMS INC CL A META	META	2,726	$2.0m1.37%	1.37%	Reduced -22	-22 -0.8%
23	ISHARES TR IBOXX HI YD ETF HYG	HYG	24,119	$2.0m1.34%	1.34%	Added +801	+801 3.4%
24	SSGA ACTIVE ETF TR BLACKSTONE SENR SRLN	SRLN	45,999	$1.9m1.31%	1.31%	Added +2.2k	+2,184 5.0%
25	ISHARES TR US TREAS BD ETF GOVT	GOVT	80,681	$1.9m1.27%	1.27%	Added +3.7k	+3,668 4.8%
26	DIMENSIONAL ETF TRUST INTL CORE EQT MK DFAI	DFAI	49,500	$1.8m1.23%	1.23%	Reduced -3.5k	-3,549 -6.7%
27	VANGUARD INDEX FDS VALUE ETF VTV	VTV	9,292	$1.7m1.18%	1.18%	Added +249	+249 2.8%
28	ISHARES TR CORE US AGGBD ET AGG	AGG	17,072	$1.7m1.17%	1.17%	Added +1.0k	+1,014 6.3%
29	ISHARES TR CORE S&P US GWT IUSG	IUSG	9,735	$1.6m1.09%	1.09%	Unchanged
30	ALPHABET INC CAP STK CL A GOOGL	GOOGL	5,927	$1.4m0.98%	0.98%	Added +76	+76 1.3%
31	DIMENSIONAL ETF TRUST NATL MUN BD ETF DFNM	DFNM	29,531	$1.4m0.97%	0.97%	Added +1.6k	+1,643 5.9%
32	INVESCO QQQ TR UNIT SER 1 QQQ	QQQ	2,349	$1.4m0.96%	0.96%	Added +91	+91 4.0%
33	VANGUARD INDEX FDS S&P 500 ETF SHS VOO	VOO	2,288	$1.4m0.96%	0.96%	Added +3	+3 0.1%
34	SPDR SER TR NUVEEN BLOOMBERG HYMB	HYMB	53,981	$1.3m0.92%	0.92%	Added +3.8k	+3,762 7.5%
35	DIMENSIONAL ETF TRUST WORLD EX US CORE DFAX	DFAX	42,262	$1.3m0.91%	0.91%	Reduced -597	-597 -1.4%
36	AMAZON COM INC COM AMZN	AMZN	5,375	$1.2m0.81%	0.81%	Added +187	+187 3.6%
37	HOME DEPOT INC COM HD	HD	2,708	$1.1m0.75%	0.75%	Reduced -104	-104 -3.7%
38	COUPANG INC CL A CPNG	CPNG	33,916	$1.1m0.75%	0.75%	Reduced -1.9k	-1,915 -5.3%
39	WALMART INC COM WMT	WMT	10,389	$1.1m0.73%	0.73%	Reduced -22	-22 -0.2%
40	ORACLE CORP COM ORCL	ORCL	3,589	$1.0m0.69%	0.69%	Added +18	+18 0.5%
41	HIMS & HERS HEALTH INC COM CL A HIMS	HIMS	16,111	$913.8k0.62%	0.62%	Unchanged
42	STRYKER CORPORATION COM SYK	SYK	2,444	$903.5k0.62%	0.62%	Unchanged
43	DIMENSIONAL ETF TRUST US REAL ESTATE E US REAL ESTATE E		37,085	$884.5k0.60%	0.60%	Reduced -1.1k	-1,086 -2.9%
44	QUALCOMM INC COM QCOM	QCOM	5,212	$867.0k0.59%	0.59%	Reduced -8	-8 -0.1%
45	SCHWAB STRATEGIC TR US DIVIDEND EQ SCHD	SCHD	31,700	$865.4k0.59%	0.59%	New
46	ELI LILLY & CO COM LLY	LLY	1,025	$782.1k0.53%	0.53%	Reduced -21	-21 -2.0%
47	AMERICAN CENTY ETF TR US EQT ETF AVUS	AVUS	6,933	$753.6k0.51%	0.51%	New
48	SPDR S&P 500 ETF TR TR UNIT SPY	SPY	979	$652.2k0.45%	0.45%	Added +1	+1 0.1%
49	SPDR SER TR NUVEEN BLMBRG SH SHM	SHM	12,479	$601.7k0.41%	0.41%	Added +493	+493 4.1%
50	INTEL CORP COM INTC	INTC	17,909	$600.9k0.41%	0.41%	Added +147	+147 0.8%
51	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	1,141	$573.6k0.39%	0.39%	Added +207	+207 22.2%
52	JPMORGAN CHASE & CO COM JPM	JPM	1,759	$554.9k0.38%	0.38%	Added +27	+27 1.6%
53	AXON ENTERPRISE INC COM AXON	AXON	721	$517.4k0.35%	0.35%	Added +1	+1 0.1%
54	RTX CORPORATION COM RTX	RTX	3,071	$513.9k0.35%	0.35%	Reduced -426	-426 -12.2%
55	JOHNSON & JOHNSON COM JNJ	JNJ	2,744	$508.8k0.35%	0.35%	Reduced -185	-185 -6.3%
56	TESLA INC COM TSLA	TSLA	1,086	$483.0k0.33%	0.33%	Reduced -23	-23 -2.1%
57	CISCO SYS INC COM CSCO	CSCO	7,010	$479.6k0.33%	0.33%	Reduced -550	-550 -7.3%
58	SCHWAB STRATEGIC TR INTL EQTY ETF SCHF	SCHF	20,188	$470.0k0.32%	0.32%	Added +979	+979 5.1%
59	ISHARES TR RUS 1000 GRW ETF IWF	IWF	990	$463.7k0.32%	0.32%	Reduced -22	-22 -2.2%
60	PEPSICO INC COM PEP	PEP	3,214	$451.3k0.31%	0.31%	Added +9	+9 0.3%
61	VANGUARD TAX-MANAGED FDS VAN FTSE DEV MKT VEA	VEA	7,105	$425.7k0.29%	0.29%	Unchanged
62	ARK ETF TR INNOVATION ETF ARKK	ARKK	4,879	$421.1k0.29%	0.29%	Reduced -132	-132 -2.6%
63	ISHARES TR NATIONAL MUN ETF MUB	MUB	3,682	$392.1k0.27%	0.27%	Reduced -30	-30 -0.8%
64	EXXON MOBIL CORP COM XOM	XOM	3,371	$380.1k0.26%	0.26%	Reduced -549	-549 -14.0%
65	ISHARES TR SHRT NAT MUN ETF SUB	SUB	3,340	$356.6k0.24%	0.24%	Reduced -31	-31 -0.9%
66	NETFLIX INC COM NFLX	NFLX	274	$328.5k0.22%	0.22%	Added +10	+10 3.8%
67	STARBUCKS CORP COM SBUX	SBUX	3,771	$319.0k0.22%	0.22%	Added +13	+13 0.3%
68	UNITEDHEALTH GROUP INC COM UNH	UNH	899	$310.4k0.21%	0.21%	Reduced -2	-2 -0.2%
69	MCDONALDS CORP COM MCD	MCD	974	$296.0k0.20%	0.20%	Added +2	+2 0.2%
70	MERCADOLIBRE INC COM MELI	MELI	126	$294.5k0.20%	0.20%	Unchanged
71	ISHARES TR CORE S&P500 ETF IVV	IVV	436	$291.8k0.20%	0.20%	Unchanged
72	VANGUARD INDEX FDS MID CAP ETF VO	VO	972	$285.6k0.19%	0.19%	Added +44	+44 4.7%
73	ISHARES TR S&P 100 ETF OEF	OEF	856	$284.9k0.19%	0.19%	Unchanged
74	COSTCO WHSL CORP NEW COM COST	COST	304	$281.4k0.19%	0.19%	Added +1	+1 0.3%
75	VISA INC COM CL A V	V	813	$277.5k0.19%	0.19%	Added +28	+28 3.6%
76	CHEVRON CORP NEW COM CVX	CVX	1,656	$257.1k0.18%	0.18%	Reduced -134	-134 -7.5%
77	NIKE INC CL B NKE	NKE	3,654	$254.8k0.17%	0.17%	Added +33	+33 0.9%
78	DIMENSIONAL ETF TRUST US CORE EQT MKT DFAU	DFAU	5,554	$254.2k0.17%	0.17%	Reduced -255	-255 -4.4%
79	ALPHABET INC CAP STK CL C GOOG	GOOG	1,037	$252.6k0.17%	0.17%	New
80	ISHARES INC MSCI EMRG CHN EMXC	EMXC	3,712	$250.6k0.17%	0.17%	Added +207	+207 5.9%
81	DIMENSIONAL ETF TRUST US SMALL CAP ETF DFAS	DFAS	3,627	$248.3k0.17%	0.17%	Added +202	+202 5.9%
82	ISHARES TR RUS 1000 VAL ETF IWD	IWD	1,209	$246.1k0.17%	0.17%	Reduced -3	-3 -0.2%
83	VANGUARD WORLD FD INF TECH ETF VGT	VGT	317	$236.7k0.16%	0.16%	Reduced -7	-7 -2.2%
84	EXCHANGE TRADED CONCEPTS TRU EMQQ EM INTERN EMQQ	EMQQ	4,984	$231.4k0.16%	0.16%	Reduced -183	-183 -3.5%
85	PROCTER AND GAMBLE CO COM PG	PG	1,453	$223.3k0.15%	0.15%	Added +12	+12 0.8%
86	ABBVIE INC COM ABBV	ABBV	944	$218.6k0.15%	0.15%	New
87	TEXAS INSTRS INC COM TXN	TXN	1,170	$215.0k0.15%	0.15%	Reduced -109	-109 -8.5%
88	TJX COS INC NEW COM TJX	TJX	1,423	$205.7k0.14%	0.14%	New
89	NU HLDGS LTD ORD SHS CL A NU	NU	10,000	$160.1k0.11%	0.11%	Unchanged
90	HNR ACQUISITION CORP *W EXP 02/04/202 EONR.WS	EONR.WS	191,735	$9.6k0.01%	0.01%	Unchanged

Sold out since Q2 2025

Security	Ticker	Shares held before	Value then
ABRDN TOTAL DYNAMIC DIVIDEND XAODX	XAODX	10,222	$90.6k10.2k shares

Options (notional value)

Underlying	Ticker	Type	Shares controlled	Notional	Change
SPDR S&P 500 ETF TR SPY · Call	SPY	Call	36,000	$2.8m36.0k shares	Added