# Heritage Financial Counselors, LLC

> Heritage Financial Counselors, LLC is an SEC-registered investment advisory firm in Bedminster, NJ, registered since 2017, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated March 31, 2026.

- CRD: 288232
- Filed as: HERITAGE FINANCIAL COUNSELORS, LLC
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Bedminster, NJ
- Filing period: October 2026
- Form ADV filing dated: March 31, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/288232
- AdvisorCensus page: https://advisorcensus.com/firm/heritage-financial-counselors-llc-bedminster-nj-288232

## Quick answers

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

**How much does Heritage Financial Counselors, LLC charge?**
Its Form ADV Part 2A brochure dated March 25, 2026 states: Asset-based fee: up to 2% of assets a year (the maximum the brochure states); Flat fee: up to $15,000 (financial planning and consulting services). Fees can differ by service and may be negotiable; the brochure is the complete statement.

**Where is Heritage Financial Counselors, LLC located?**
Heritage Financial Counselors, LLC's principal office is in Bedminster, NJ, according to its Form ADV.

**Is Heritage Financial Counselors, LLC registered with the SEC or a state?**
Heritage Financial Counselors, LLC is an SEC-registered investment advisory firm, registered since 2017. Status as filed: Approved. CRD 288232.

**How much does Heritage Financial Counselors, LLC manage?**
Heritage Financial Counselors, LLC reports $235,870,466 in regulatory assets under management in its Form ADV filing dated March 31, 2026 (0% discretionary).

**How have Heritage Financial Counselors, LLC's assets and staff changed since 2021?**
In the Form ADV data for Heritage Financial Counselors, LLC: Regulatory assets under management: $140,760,000 in the October 2021 data and $235,870,466 in the October 2026 data, up 68%. Total employees: 4 in October 2021 and 5 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Heritage Financial Counselors, LLC serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (76); high net worth individuals (67).

**Which custodians does Heritage Financial Counselors, LLC use?**
Heritage Financial Counselors, LLC's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Charles Schwab & Co., Inc. as a custodian holding 10% or more of its separately managed account assets.

**Does Heritage Financial Counselors, LLC report any disciplinary disclosures?**
Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/288232

**What changed in Heritage Financial Counselors, LLC's recent Form ADV filings?**
In the April 2026 filing data: Regulatory assets under management went from $201,217,560 to $235,870,466 (+17%). Registered or notice-filed in NY.

## From the Form ADV filing

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

### Fees and minimums (Form ADV Part 2A brochure dated March 25, 2026)

- Asset-based fee: up to 2% of assets a year (the maximum the brochure states)

> The maximum fee to be charged to the client for the services provided by our firm and Focus Partners will not exceed 2%. Fees to be assessed will be outlined in the advisory agreement to be signed by the Client.

- Flat fee: up to $15,000 (financial planning and consulting services)

> Our firm charges on a flat fee basis for financial planning and consulting services. The total estimated fee, as well as the ultimate fee charged, is based on the scope and complexity of our engagement with the client. Flat fees will not exceed $15,000.

As stated in the firm's brochure. Fees can differ by service and may be negotiable.

### Custodians (Schedule D, Section 5.K(3))
- Charles Schwab & Co., Inc.

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.

### Regulatory assets under management (Item 5.F)
- Total: $235,870,466
- Discretionary: $0
- Non-discretionary: $235,870,466

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 76 | $29,710,773 |
| High net worth individuals | 67 | $206,159,693 |

### Advisory services (Item 5.G)
- Financial planning services
- Portfolio management for individuals and/or small businesses
- Selection of other advisers (including private fund managers)

### Firm details
- Registered since: 2017 (9 years)
- Employees: 5 total, 4 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: FL, NH, NJ, NY
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Websites listed on Form ADV (Item 1.I)
- heritagefinancialcounselors.com
- LinkedIn @CHARLIEWEIDMAN

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $140,760,000 | 4 | March 5, 2021 |
| October 2022 | $168,548,081 | 4 | January 27, 2022 |
| October 2023 | $151,690,329 | 4 | January 19, 2023 |
| October 2024 | $179,205,556 | 4 | April 3, 2024 |
| October 2025 | $201,217,560 | 4 | March 12, 2025 |
| October 2026 | $235,870,466 | 5 | March 31, 2026 |

Regulatory assets under management: $140,760,000 in the October 2021 data and $235,870,466 in the October 2026 data, up 68%.
Total employees: 4 in October 2021 and 5 in October 2026.

## Changes in the filing (last 12 months)

### April 2026
- Regulatory assets under management went from $201,217,560 to $235,870,466 (+17%).
- Registered or notice-filed in NY.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Heritage Financial Counselors, LLC (CRD 288232): Form ADV filing data as of October 2026.