{
  "crd_number": 110377,
  "slug": "first-heartland-consultants-inc-lake-st-louis-mo-110377",
  "primary_business_name": "FIRST HEARTLAND CONSULTANTS, INC.",
  "legal_name": "FIRST HEARTLAND CONSULTANTS, INC.",
  "dbas": [],
  "city": "Lake St. Louis",
  "state": "MO",
  "country": "United States",
  "cbsa_code": "41180",
  "metro": {
    "cbsa_code": "41180",
    "common_name": "St. Louis",
    "msa_name": "St. Louis, MO-IL",
    "path": "/advisors/mo/st-louis"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "1994-05-23",
  "years_registered": 32,
  "period": "2026-10-01",
  "filing_date": "2026-07-13",
  "carried_forward": false,
  "raum_total": 2085947725.0,
  "raum_discretionary": 1879795545.0,
  "raum_non_discretionary": 206152180.0,
  "raum_band": "1b_5b",
  "raum_band_label": "$1 billion to $5 billion",
  "total_employees": 96,
  "advisory_employees": 88,
  "client_count_bucket": null,
  "clients_by_type": {
    "other": {
      "raum": null,
      "count": 0
    },
    "charitable": {
      "raum": 5311768.0,
      "count": 12
    },
    "individuals": {
      "raum": 1332170814.0,
      "count": 6041
    },
    "banking_thrift": {
      "raum": null,
      "count": 0
    },
    "state_municipal": {
      "raum": null,
      "count": 0
    },
    "insurance_companies": {
      "raum": null,
      "count": 0
    },
    "investment_companies": {
      "raum": null,
      "count": 0
    },
    "pension_profit_sharing": {
      "raum": 198079489.0,
      "count": 86
    },
    "other_investment_advisers": {
      "raum": null,
      "count": 0
    },
    "high_net_worth_individuals": {
      "raum": 540547482.0,
      "count": 309
    },
    "pooled_investment_vehicles": {
      "raum": null,
      "count": 0
    },
    "corporations_other_businesses": {
      "raum": 9838172.0,
      "count": 13
    },
    "business_development_companies": {
      "raum": null,
      "count": 0
    },
    "sovereign_wealth_foreign_official": {
      "raum": null,
      "count": 0
    }
  },
  "compensation_types": [
    "fixed",
    "hourly",
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "educational_seminars",
    "financial_planning",
    "pension_consulting",
    "periodicals_newsletters",
    "portfolio_management_businesses_institutional",
    "portfolio_management_individuals",
    "selection_of_other_advisers"
  ],
  "wrap_fee_participant": true,
  "disclosure_yes_count": 8,
  "states_registered": [
    "AK",
    "AL",
    "AR",
    "AZ",
    "CA",
    "CO",
    "CT",
    "DC",
    "DE",
    "FL",
    "GA",
    "HI",
    "IA",
    "ID",
    "IL",
    "IN",
    "KS",
    "KY",
    "LA",
    "MA",
    "MD",
    "ME",
    "MI",
    "MN",
    "MO",
    "MS",
    "MT",
    "NC",
    "ND",
    "NE",
    "NH",
    "NJ",
    "NM",
    "NV",
    "NY",
    "OH",
    "OK",
    "OR",
    "PA",
    "RI",
    "SC",
    "SD",
    "TN",
    "TX",
    "UT",
    "VA",
    "VI",
    "VT",
    "WA",
    "WI",
    "WV",
    "WY"
  ],
  "websites": [
    "https://facebook.com/FirstHeartland",
    "https://firstheartland.com",
    "https://instagram.com/FirstHeartland",
    "https://joinfhc.com",
    "https://linkedin.com/company/371225",
    "https://twitter.com/FirstHeartland"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/110377",
  "disclosure_items": [
    {
      "item": "11.C(2)",
      "question": "Has the SEC or the CFTC ever found that the firm or an advisory affiliate was involved in a violation of SEC or CFTC regulations or statutes?"
    },
    {
      "item": "11.C(4)",
      "question": "Has the SEC or the CFTC ever entered an order against the firm or an advisory affiliate in connection with investment-related activity?"
    },
    {
      "item": "11.C(5)",
      "question": "Has the SEC or the CFTC ever imposed a civil money penalty on the firm or an advisory affiliate, or ordered the firm or an advisory affiliate to cease and desist from an activity?"
    },
    {
      "item": "11.D(1)",
      "question": "Has another federal regulator, a state regulator, or a foreign financial regulator ever found that the firm or an advisory affiliate made a false statement or omission, or was dishonest, unfair, or unethical?"
    },
    {
      "item": "11.D(2)",
      "question": "Has another federal regulator, a state regulator, or a foreign financial regulator ever found that the firm or an advisory affiliate was involved in a violation of investment-related regulations or statutes?"
    },
    {
      "item": "11.D(4)",
      "question": "In the past ten years, has another federal regulator, a state regulator, or a foreign financial regulator entered an order against the firm or an advisory affiliate in connection with investment-related activity?"
    },
    {
      "item": "11.E(2)",
      "question": "Has a self-regulatory organization or a commodities exchange ever found that the firm or an advisory affiliate was involved in a violation of its rules, other than a minor rule violation under a plan the SEC approved?"
    },
    {
      "item": "11.E(4)",
      "question": "Has a self-regulatory organization or a commodities exchange ever disciplined the firm or an advisory affiliate by expelling or suspending it from membership, barring or suspending it from association with other members, or otherwise restricting its activities?"
    }
  ],
  "city_as_filed": "LAKE ST. LOUIS",
  "url": "https://advisorcensus.com/firm/first-heartland-consultants-inc-lake-st-louis-mo-110377",
  "display_name": "First Heartland Consultants, Inc.",
  "summary": "First Heartland Consultants, Inc. is an SEC-registered investment advisory firm in Lake St. Louis, MO, registered since 1994, reporting $1 billion to $5 billion in regulatory assets under management in its Form ADV filing dated July 13, 2026.",
  "citation": "AdvisorCensus. First Heartland Consultants, Inc. (CRD 110377): Form ADV filing data as of October 2026.",
  "registration_type_label": "SEC-registered investment adviser",
  "compensation_labels": [
    "A percentage of assets under your management",
    "Hourly charges",
    "Fixed fees (other than subscription fees)"
  ],
  "advisory_activity_labels": [
    "Financial planning services",
    "Portfolio management for individuals and/or small businesses",
    "Portfolio management for businesses (other than small businesses) or institutional clients",
    "Pension consulting services",
    "Selection of other advisers (including private fund managers)",
    "Publication of periodicals or newsletters",
    "Educational seminars/workshops"
  ],
  "quick_answers": [
    {
      "q": "How is First Heartland Consultants, Inc. compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), First Heartland Consultants, Inc. reports these compensation arrangements: a percentage of assets under its management; hourly charges; fixed fees (other than subscription fees)."
    },
    {
      "q": "How much does First Heartland Consultants, Inc. charge?",
      "a": "Its Form ADV Part 2A brochure dated March 17, 2026 states: Hourly rate: $250 an hour (financial planning and consulting services). Fees can differ by service and may be negotiable; the brochure is the complete statement."
    },
    {
      "q": "Where is First Heartland Consultants, Inc. located?",
      "a": "First Heartland Consultants, Inc.'s principal office is in Lake St. Louis, MO, according to its Form ADV; the August 2026 filing also lists 23 other offices (Schedule D, Section 1.F)."
    },
    {
      "q": "Is First Heartland Consultants, Inc. registered with the SEC or a state?",
      "a": "First Heartland Consultants, Inc. is an SEC-registered investment advisory firm, registered since 1994. Status as filed: Approved. CRD 110377."
    },
    {
      "q": "How much does First Heartland Consultants, Inc. manage?",
      "a": "First Heartland Consultants, Inc. reports $2,085,947,725 in regulatory assets under management in its Form ADV filing dated July 13, 2026 (90% discretionary)."
    },
    {
      "q": "How have First Heartland Consultants, Inc.'s assets and staff changed since 2021?",
      "a": "In the Form ADV data for First Heartland Consultants, Inc.: Regulatory assets under management: $1,492,819,621 in the October 2021 data and $2,085,947,725 in the October 2026 data, up 40%. Total employees: 107 in October 2021 and 96 in October 2026. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does First Heartland Consultants, Inc. serve?",
      "a": "By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (6,041); high net worth individuals (309); pension and profit sharing plans (but not the plan participants or government pension plans) (86)."
    },
    {
      "q": "Which custodians does First Heartland Consultants, Inc. use?",
      "a": "First Heartland Consultants, Inc.'s most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Pershing LLC as a custodian holding 10% or more of its separately managed account assets."
    },
    {
      "q": "Does First Heartland Consultants, Inc. report any disciplinary disclosures?",
      "a": "Reports 8 disclosure items on Form ADV Item 11: yes answers to 8 questions about regulatory matters (11.C(2), 11.C(4), 11.C(5), 11.D(1), 11.D(2), 11.D(4), 11.E(2), 11.E(4)). Each question covers the firm and its advisory affiliates, and one event can produce several yes answers. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/110377"
    },
    {
      "q": "What changed in First Heartland Consultants, Inc.'s recent Form ADV filings?",
      "a": "In the April 2026 filing data: Employees performing advisory functions went from 83 to 88. Regulatory assets under management went from $1,771,078,009 to $2,085,947,725 (+18%). Added an office in Indianapolis, IN. Added an office in Westlake, OH. No longer lists an office in Tuscon, AZ. No longer lists an office in Waverly, IA."
    }
  ],
  "filing_history": [
    {
      "period": "2021-10-01",
      "regulatory_assets_under_management": 1492819621.0,
      "total_employees": 107,
      "filing_date": "2021-09-16"
    },
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 1656371937.0,
      "total_employees": 102,
      "filing_date": "2022-03-29"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 1466573479.0,
      "total_employees": 105,
      "filing_date": "2023-03-16"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 1715280368.0,
      "total_employees": 104,
      "filing_date": "2024-03-20"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 1771078009.0,
      "total_employees": 92,
      "filing_date": "2025-02-26"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 2085947725.0,
      "total_employees": 96,
      "filing_date": "2026-07-13"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-04-01",
      "period_label": "April 2026",
      "notes": [
        "Employees performing advisory functions went from 83 to 88.",
        "Regulatory assets under management went from $1,771,078,009 to $2,085,947,725 (+18%).",
        "Added an office in Indianapolis, IN.",
        "Added an office in Westlake, OH.",
        "No longer lists an office in Tuscon, AZ.",
        "No longer lists an office in Waverly, IA."
      ]
    }
  ],
  "fees_from_brochure": {
    "source": "Form ADV Part 2A brochure dated March 17, 2026",
    "provided_by_the_firm": false,
    "tiers": [],
    "flat_rate": null,
    "stated_range": null,
    "stated_maximum": null,
    "account_minimum": null,
    "account_minimum_may_be_waived": false,
    "minimum_annual_fee": null,
    "planning_fees": [
      "Hourly rate: $250 an hour (financial planning and consulting services)"
    ],
    "figures": [
      {
        "label": "Planning fee",
        "statements": [
          "Hourly rate: $250 an hour (financial planning and consulting services)"
        ],
        "quotes": [
          "Under an hourly fee arrangement, IARs are permitted to charge up to a maximum hourly fee of $250 for financial planning and consulting services."
        ]
      }
    ],
    "values": {
      "tiers": [],
      "range_pct": null,
      "max_pct": null,
      "account_minimum": null,
      "minimum_annual_fee": null,
      "planning": [
        {
          "kind": "hourly",
          "amount": 250.0,
          "min": null,
          "max": null,
          "period": "hour",
          "service": "financial planning and consulting services"
        }
      ]
    },
    "quotes": [
      "Under an hourly fee arrangement, IARs are permitted to charge up to a maximum hourly fee of $250 for financial planning and consulting services."
    ],
    "note": "As stated in the firm's brochure; fees can differ by service and may be negotiable."
  },
  "custodians": [
    {
      "name": "Pershing LLC",
      "name_as_filed": "PERSHING LLC",
      "affiliated": false
    }
  ],
  "custodians_note": "Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.",
  "markdown_url": "https://advisorcensus.com/firm/first-heartland-consultants-inc-lake-st-louis-mo-110377.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 6041,
      "fewer_than_5": false,
      "raum": 1332170814.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 309,
      "fewer_than_5": false,
      "raum": 540547482.0
    },
    {
      "type": "banking_thrift",
      "label": "Banking or thrift institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "investment_companies",
      "label": "Investment companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "business_development_companies",
      "label": "Business development companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "pooled_investment_vehicles",
      "label": "Pooled investment vehicles (other than investment companies and business development companies)",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "pension_profit_sharing",
      "label": "Pension and profit sharing plans (but not the plan participants or government pension plans)",
      "count": 86,
      "fewer_than_5": false,
      "raum": 198079489.0
    },
    {
      "type": "charitable",
      "label": "Charitable organizations",
      "count": 12,
      "fewer_than_5": false,
      "raum": 5311768.0
    },
    {
      "type": "state_municipal",
      "label": "State or municipal government entities (including government pension plans)",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "other_investment_advisers",
      "label": "Other investment advisers",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "insurance_companies",
      "label": "Insurance companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "sovereign_wealth_foreign_official",
      "label": "Sovereign wealth funds and foreign official institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    },
    {
      "type": "corporations_other_businesses",
      "label": "Corporations or other businesses not listed above",
      "count": 13,
      "fewer_than_5": false,
      "raum": 9838172.0
    },
    {
      "type": "other",
      "label": "Other",
      "count": 0,
      "fewer_than_5": false,
      "raum": null
    }
  ],
  "disclosure_line": "Reports 8 disclosure items on Form ADV Item 11.",
  "indexable": true,
  "suppressed": false,
  "claimed": false,
  "enhanced": false,
  "provided_by_the_firm": null,
  "source": {
    "name": "Form ADV",
    "as_of": "2026-10-01",
    "iapd_url": "https://adviserinfo.sec.gov/firm/summary/110377",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}