{
  "crd_number": 315898,
  "slug": "heritage-financial-advisory-llc-jacksonville-fl-315898",
  "primary_business_name": "HERITAGE FINANCIAL ADVISORY, LLC",
  "legal_name": "HERITAGE FINANCIAL ADVISORY, LLC",
  "dbas": [],
  "city": "Jacksonville",
  "state": "FL",
  "country": "United States",
  "cbsa_code": "27260",
  "metro": {
    "cbsa_code": "27260",
    "common_name": "Jacksonville",
    "msa_name": "Jacksonville, FL",
    "path": "/advisors/fl/jacksonville"
  },
  "registration_type": "state",
  "registration_status": "APPROVED",
  "registration_date": "2021-11-03",
  "years_registered": 4,
  "period": "2026-10-01",
  "filing_date": "2026-02-06",
  "carried_forward": false,
  "raum_total": 19170000.0,
  "raum_discretionary": 19170000.0,
  "raum_non_discretionary": 0.0,
  "raum_band": "under_25m",
  "raum_band_label": "Under $25 million",
  "total_employees": 2,
  "advisory_employees": 2,
  "client_count_bucket": null,
  "clients_by_type": {
    "individuals": {
      "raum": 9732000.0,
      "count": 54
    },
    "high_net_worth_individuals": {
      "raum": 9438000.0,
      "count": 7
    }
  },
  "compensation_types": [
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "portfolio_management_individuals",
    "selection_of_other_advisers"
  ],
  "wrap_fee_participant": true,
  "disclosure_yes_count": 0,
  "states_registered": [
    "FL",
    "GA"
  ],
  "websites": [
    "https://heritagefinancialadvisory.com"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/315898",
  "city_as_filed": "JACKSONVILLE",
  "url": "https://advisorcensus.com/firm/heritage-financial-advisory-llc-jacksonville-fl-315898",
  "display_name": "Heritage Financial Advisory, LLC",
  "summary": "Heritage Financial Advisory, LLC is a state-registered investment advisory firm in Jacksonville, FL, registered since 2021, reporting under $25 million in regulatory assets under management in its Form ADV filing dated February 6, 2026.",
  "citation": "AdvisorCensus. Heritage Financial Advisory, LLC (CRD 315898): Form ADV filing data as of October 2026.",
  "registration_type_label": "State-registered investment adviser",
  "compensation_labels": [
    "A percentage of assets under your management"
  ],
  "advisory_activity_labels": [
    "Portfolio management for individuals and/or small businesses",
    "Selection of other advisers (including private fund managers)"
  ],
  "quick_answers": [
    {
      "q": "How is Heritage Financial Advisory, LLC compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), Heritage Financial Advisory, LLC reports these compensation arrangements: a percentage of assets under its management. The amounts are in Item 5 of its Form ADV Part 2A brochure."
    },
    {
      "q": "Where is Heritage Financial Advisory, LLC located?",
      "a": "Heritage Financial Advisory, LLC's principal office is in Jacksonville, FL, according to its Form ADV."
    },
    {
      "q": "Is Heritage Financial Advisory, LLC registered with the SEC or a state?",
      "a": "Heritage Financial Advisory, LLC is a state-registered investment advisory firm, registered since 2021. Status as filed: APPROVED. CRD 315898."
    },
    {
      "q": "How much does Heritage Financial Advisory, LLC manage?",
      "a": "Heritage Financial Advisory, LLC reports $19,170,000 in regulatory assets under management in its Form ADV filing dated February 6, 2026 (100% discretionary)."
    },
    {
      "q": "What types of clients does Heritage Financial Advisory, LLC serve?",
      "a": "By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (54); high net worth individuals (7)."
    },
    {
      "q": "Does Heritage Financial Advisory, LLC report any disciplinary disclosures?",
      "a": "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/315898"
    }
  ],
  "filing_history": [],
  "recent_changes": [],
  "fees_from_brochure": null,
  "custodians": [],
  "custodians_note": null,
  "markdown_url": "https://advisorcensus.com/firm/heritage-financial-advisory-llc-jacksonville-fl-315898.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 54,
      "fewer_than_5": false,
      "raum": 9732000.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 7,
      "fewer_than_5": false,
      "raum": 9438000.0
    }
  ],
  "disclosure_line": "Reports no disclosure items on Form ADV Item 11.",
  "disclosure_items": [],
  "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/315898",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}