Herold Advisors, Inc.

Registered investment adviser · New York, NY · CRD #105090

Form ADV data as of 2026-09-01

Regulatory assets

$540.2 million

Total accounts

563

Employees

Disclosure events

Firm details

Website: http://www.heroldlantern.com
Telephone: 212-371-3950
SEC file number: 801-11216
Most recent Form ADV filing: 2026-07-02
SEC record: View this firm on the SEC's IAPD site

Disciplinary disclosures

This firm reports 1 disclosure question answered Yes, covering 2 reported events. Form ADV Item 11 covers charges and pending proceedings as well as findings, so a Yes answer is not itself a finding of wrongdoing. The underlying detail is filed with the SEC.

A self-regulatory organization found a violation of its rules

Assets and accounts

Provides continuous and regular supervisory or management services	Yes
Discretionary regulatory assets under management	$540.2 million
Non-discretionary regulatory assets under management	$0
Total regulatory assets under management	$540.2 million
Discretionary accounts	563
Non-discretionary accounts	0
Total accounts	563
Regulatory assets under management attributable to non-U.S. persons	$6.1 million

People

Total employees (excluding clerical)	9
Employees performing investment advisory functions (including research)	8
Employees who are registered representatives of a broker-dealer	9
Employees registered as investment adviser representatives with a state	9
Employees registered as IARs for another investment adviser	2
Employees who are licensed insurance agents	3
Firms or persons who solicit advisory clients on the firm's behalf	0

Custody

Has custody of client cash or bank accounts	No
Has custody of client securities	No
A related person has custody of client cash or bank accounts	No
A related person has custody of client securities	No
The firm acts as a qualified custodian	No
A related person acts as a qualified custodian	No

How the firm is compensated

A percentage of assets under managementOther

Advisory services offered

Portfolio management for individuals and/or small businessesPortfolio management for businesses or institutional clientsPublication of periodicals or newsletters

Other business activities

Broker-dealer (registered or unregistered)Insurance broker or agent

Affiliated related persons

Broker-dealer, municipal securities dealer, or government securities broker or dealerOther investment adviser (including financial planners)Insurance company or agency

Reported conflicts of interest

Form ADV Items 8 asks advisers to disclose arrangements that may create a conflict with client interests. This firm answered Yes to:

Buys securities from or sells securities to advisory clients (principal transactions)
Buys or sells for itself securities it also recommends to clients
Executes agency cross transactions involving advisory client securities
Brokers or dealers selected under 8.C.(3) are related persons
Recommends brokers or dealers to clients
Brokers or dealers recommended under 8.E. are related persons
Compensates a non-employee for client referrals
Provides employee compensation specifically for obtaining clients

Client types

Type of client	Clients	Assets
Individuals (other than high net worth individuals)	439	$138.5 million
High net worth individuals	118	$373.5 million
Pension and profit sharing plans (not the participants or government plans)	4	$19.3 million
Corporations or other businesses not listed above	2	$8.8 million