# Herold Advisors, Inc.

> Herold Advisors, Inc. is an SEC-registered investment advisory firm in New York, NY, registered since 1976, reporting $500 million to $1 billion in regulatory assets under management in its Form ADV filing dated September 10, 2026.

- CRD: 105090
- Filed as: HEROLD ADVISORS, INC.
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: New York, NY
- Filing period: October 2026
- Form ADV filing dated: September 10, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/105090
- AdvisorCensus page: https://advisorcensus.com/firm/herold-advisors-inc-new-york-ny-105090

## Quick answers

**How is Herold Advisors, Inc. compensated?**
On its Form ADV (Item 5.E, October 2026), Herold Advisors, Inc. reports these compensation arrangements: a percentage of assets under its management; other.

**How much does Herold Advisors, Inc. charge?**
Its Form ADV Part 2A brochure dated March 30, 2026 states: Asset-based fee: 1% of assets a year. Fees can differ by service and may be negotiable; the brochure is the complete statement.

**Where is Herold Advisors, Inc. located?**
Herold Advisors, Inc.'s principal office is in New York, NY, according to its Form ADV; the October 2026 filing also lists 2 other offices (Schedule D, Section 1.F).

**Is Herold Advisors, Inc. registered with the SEC or a state?**
Herold Advisors, Inc. is an SEC-registered investment advisory firm, registered since 1976. Status as filed: Approved. CRD 105090.

**How much does Herold Advisors, Inc. manage?**
Herold Advisors, Inc. reports $540,163,645 in regulatory assets under management in its Form ADV filing dated September 10, 2026 (100% discretionary).

**How have Herold Advisors, Inc.'s assets and staff changed since 2021?**
In the Form ADV data for Herold Advisors, Inc.: Regulatory assets under management: $276,157,543 in the October 2021 data and $540,163,645 in the October 2026 data, up 96%. Total employees: 8 in October 2021 and 9 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Herold Advisors, Inc. serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (439); high net worth individuals (118); pension and profit sharing plans (but not the plan participants or government pension plans) (4).

**Which custodians does Herold Advisors, Inc. use?**
Herold Advisors, 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.

**Does Herold Advisors, Inc. report any disciplinary disclosures?**
Reports 1 disclosure item on Form ADV Item 11: yes answers to 11.E(2) (self-regulatory organization's finding of a rule violation). 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/105090

**What changed in Herold Advisors, Inc.'s recent Form ADV filings?**
In the April 2026 filing data: Regulatory assets under management went from $489,697,335 to $540,163,645 (+10%). Registered or notice-filed in TX.

## From the Form ADV filing

### Compensation (Item 5.E)
- A percentage of assets under your management
- Other

### Fees and minimums (Form ADV Part 2A brochure dated March 30, 2026)

- Asset-based fee: 1% of assets a year

> All management fees charged are subject to negotiation with each client. Fees for each client are documented in the Investment Advisory Agreement completed by each client at the inception of the client relationship with Herold. Herold generally charges 1% of the market value of the assets placed under Herold’s management.

- Minimum annual fee: None

> Herold does not require an annual minimum fee or asset level for portfolio management services.

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

### Custodians (Schedule D, Section 5.K(3))
- Pershing LLC

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: $540,163,645
- Discretionary: $540,163,645
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 439 | $138,498,074 |
| High net worth individuals | 118 | $373,517,815 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 4 | $19,329,093 |
| Corporations or other businesses not listed above | 2 | $8,818,663 |

### Advisory services (Item 5.G)
- Portfolio management for individuals and/or small businesses
- Portfolio management for businesses (other than small businesses) or institutional clients
- Publication of periodicals or newsletters

### Firm details
- Registered since: 1976 (50 years)
- Employees: 9 total, 8 performing advisory functions
- Wrap fee program participation: Yes
- States registered or notice-filed: CA, CT, FL, MA, NJ, NY, PA, SC, TX, VA
- Disclosures (Item 11): Reports 1 disclosure item on Form ADV Item 11.

### Item 11 questions answered yes
- 11.E(2): 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?

Each question covers the firm and its advisory affiliates: its current employees other than clerical staff, its officers, partners, and directors, and anyone who controls the firm or is controlled by it. One event can produce yes answers to several questions. SEC-registered advisers and exempt reporting advisers may leave out events more than ten years old, and may answer 11.A(2) and 11.B(2) for pending charges only. The detail of each yes answer is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/105090

### Other offices (Schedule D, Section 1.F), as of the October 2026 filing
- Melville, NY
- Staten Island, NY

### Websites listed on Form ADV (Item 1.I)
- heroldlantern.com

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $276,157,543 | 8 | March 23, 2021 |
| October 2022 | $376,020,301 | 7 | July 1, 2022 |
| October 2023 | $334,005,916 | 8 | March 31, 2023 |
| October 2024 | $413,078,931 | 9 | March 29, 2024 |
| October 2025 | $489,697,335 | 9 | June 25, 2025 |
| October 2026 | $540,163,645 | 9 | September 10, 2026 |

Regulatory assets under management: $276,157,543 in the October 2021 data and $540,163,645 in the October 2026 data, up 96%.
Total employees: 8 in October 2021 and 9 in October 2026.

## Changes in the filing (last 12 months)

### April 2026
- Regulatory assets under management went from $489,697,335 to $540,163,645 (+10%).
- Registered or notice-filed in TX.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Herold Advisors, Inc. (CRD 105090): Form ADV filing data as of October 2026.