# Heartwood Financial Services

> Heartwood Financial Services is a state-registered investment advisory firm in Lake Mary, FL, registered since 2012, reporting $25 million to $100 million in regulatory assets under management in its Form ADV filing dated January 28, 2026.

- CRD: 161998
- Filed as: HEARTWOOD FINANCIAL SERVICES
- Legal name: Heartwood Financial Services LLC
- Registration: State-registered investment adviser (status as filed: APPROVED)
- Location: Lake Mary, FL
- Filing period: October 2026
- Form ADV filing dated: January 28, 2026
- Public record (IAPD): https://adviserinfo.sec.gov/firm/summary/161998
- AdvisorCensus page: https://advisorcensus.com/firm/heartwood-financial-services-lake-mary-fl-161998

## Quick answers

**How is Heartwood Financial Services compensated?**
On its Form ADV (Item 5.E, October 2026), Heartwood Financial Services reports these compensation arrangements: a percentage of assets under its management; hourly charges; fixed fees (other than subscription fees).

**Where is Heartwood Financial Services located?**
Heartwood Financial Services' principal office is in Lake Mary, FL, according to its Form ADV.

**Is Heartwood Financial Services registered with the SEC or a state?**
Heartwood Financial Services is a state-registered investment advisory firm, registered since 2012. Status as filed: APPROVED. CRD 161998.

**How much does Heartwood Financial Services manage?**
Heartwood Financial Services reports $83,081,895 in regulatory assets under management in its Form ADV filing dated January 28, 2026 (100% discretionary).

**What types of clients does Heartwood Financial Services serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (42); high net worth individuals (26).

**Does Heartwood Financial Services report any disciplinary disclosures?**
Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's public record on IAPD: https://adviserinfo.sec.gov/firm/summary/161998

## From the Form ADV filing

### Compensation (Item 5.E)
- A percentage of assets under your management
- Hourly charges
- Fixed fees (other than subscription fees)

### Regulatory assets under management (Item 5.F)
- Total: $83,081,895
- Discretionary: $83,081,895
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 42 | $18,269,961 |
| High net worth individuals | 26 | $64,811,934 |

### Advisory services (Item 5.G)
- Financial planning services
- Portfolio management for individuals and/or small businesses
- Other

### Firm details
- Registered since: 2012 (14 years)
- Employees: 2 total, 1 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: FL
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Websites listed on Form ADV (Item 1.I)
- myheartwood.com
- LinkedIn @demel-gonzalez-cfp-®-cka®-bb8bb021
- YouTube @UCEdBDmFztcF0G_-nMxTRDKA

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Heartwood Financial Services (CRD 161998): Form ADV filing data as of October 2026.