# Heron Bay Capital Management

> Heron Bay Capital Management is an SEC-registered investment advisory firm in Bloomfield Hills, MI, registered since 2019, reporting $500 million to $1 billion in regulatory assets under management in its Form ADV filing dated September 21, 2026.

- CRD: 305537
- Filed as: HERON BAY CAPITAL MANAGEMENT
- Legal name: Heron Bay Capital Management, LLC
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Bloomfield Hills, MI
- Filing period: October 2026
- Form ADV filing dated: September 21, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/305537
- AdvisorCensus page: https://advisorcensus.com/firm/heron-bay-capital-management-bloomfield-hills-mi-305537

## Quick answers

**How is Heron Bay Capital Management compensated?**
On its Form ADV (Item 5.E, October 2026), Heron Bay Capital Management reports these compensation arrangements: a percentage of assets under its management.

**Where is Heron Bay Capital Management located?**
Heron Bay Capital Management's principal office is in Bloomfield Hills, MI, according to its Form ADV.

**Is Heron Bay Capital Management registered with the SEC or a state?**
Heron Bay Capital Management is an SEC-registered investment advisory firm, registered since 2019. Status as filed: Approved. CRD 305537.

**How much does Heron Bay Capital Management manage?**
Heron Bay Capital Management reports $643,782,110 in regulatory assets under management in its Form ADV filing dated September 21, 2026 (92% discretionary).

**How have Heron Bay Capital Management's assets and staff changed since 2021?**
In the Form ADV data for Heron Bay Capital Management: Regulatory assets under management: $200,889,126 in the October 2021 data and $643,782,110 in the October 2026 data, up 220%. Total employees: 5 in October 2021 and 7 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Heron Bay Capital Management serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (81); high net worth individuals (46).

**Which custodians does Heron Bay Capital Management use?**
Heron Bay Capital Management'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 Heron Bay Capital Management 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/305537

**What changed in Heron Bay Capital Management's recent Form ADV filings?**
In the June 2026 filing data: Updated its list of owners and control persons (Schedule A).

## From the Form ADV filing

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

### Fees and minimums (Form ADV Part 2A brochure dated August 6, 2026)

- Minimum annual fee: $500

> The Advisor has a minimum annual fee of $500 per account.

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: $643,782,110
- Discretionary: $591,247,365
- Non-discretionary: $52,534,745

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 81 | $91,991,843 |
| High net worth individuals | 46 | $492,222,361 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | Fewer than 5 | $59,567,906 |

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

### Firm details
- Registered since: 2019 (6 years)
- Employees: 7 total, 5 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: CA, FL, IL, MI, NH, NY
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Websites listed on Form ADV (Item 1.I)
- heronbaycap.com
- Instagram @heronbaycap
- LinkedIn @heron-bay-capital-management

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $200,889,126 | 5 | February 26, 2021 |
| October 2022 | $240,826,424 | 6 | August 29, 2022 |
| October 2023 | $197,278,814 | 5 | May 11, 2023 |
| October 2024 | $562,506,200 | 5 | March 21, 2024 |
| October 2025 | $605,214,470 | 7 | May 1, 2025 |
| October 2026 | $643,782,110 | 7 | September 21, 2026 |

Regulatory assets under management: $200,889,126 in the October 2021 data and $643,782,110 in the October 2026 data, up 220%.
Total employees: 5 in October 2021 and 7 in October 2026.

## Changes in the filing (last 12 months)

### June 2026
- Updated its list of owners and control persons (Schedule A).

### February 2026
- Employees performing advisory functions went from 6 to 5.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Heron Bay Capital Management (CRD 305537): Form ADV filing data as of October 2026.