Herold Advisors, Inc.
- Regulatory AUM
- $540M
- Discretionary
- $540M
- Clients
- 563
- Avg AUM / client
- $959K
- Accounts
- 563
- Employees
- 9
AUM over time
Reported AUM from Form ADV filings, plotted by filing date · as of Jul 02, 2026
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 439 | $138M | 25.6% |
| High net worth individuals | 118 | $374M | 69.1% |
| Pension and profit sharing plans | 4 | $19.3M | 3.58% |
| Corporations and other businesses | 2 | $8.8M | 1.63% |
People (16)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Lawrence Stephen Herold | Herold Advisors President, Director, Ceo, Coo, Chief Legal Officer, Cco | CFA | Dec 1980 (46y) | 25% – 50% |
| Herold, Paula, Margaret | Herold Advisors, Inc Secretary | Jun 2015 (11y) | 25% – 50% | |
| Keith Michael Lanton | Percheron President And Treasurer | Nov 2020 (6y) | 5% – 10% | |
| Wendy Diane Sheftel | Percheron Shareholder | Nov 2020 (6y) | Less than 5% | |
| Vidur Raj Bhalla | Registered representative | CFA | Oct 2021 (5y) | |
| Kevin John Leahy | Registered representative | Oct 2021 (5y) | ||
| Mario John Giammarco | Registered representative | Jan 2022 (5y) | ||
| Sean Yang | Registered representative | Feb 2022 (4y) | ||
| Henry Steven Pacht | Registered representative | Jun 2022 (4y) | ||
| Mario John Giammarco Jr | Registered representative | Jun 2022 (4y) | ||
| Francis George Horneff | Registered representative | Jul 2022 (4y) | ||
| Tyler Joseph Turtoro | Registered representative | Oct 2022 (4y) | ||
| Hunter Wagner Lanton | Registered representative | Jun 2025 (1y) | ||
| Michael John Bottoni | Registered representative | Jun 2025 (1y) | ||
| Liana Barone | Registered representative | Sep 2025 (1y) | ||
| Patrick John Gorman | Registered representative | Sep 2025 (1y) |
Entity owners (Schedule A/B)
| Entity | Title / status | Since | Sch. | Ownership |
|---|---|---|---|---|
| Percheron Asset Management Group, Inc. | Holding Company | Nov 2020 | A | 75% or more |
Roster from the IAPD representatives feed; ownership and acquisition dates from Form ADV Schedule A/B. "Since" is the earliest filed registration or acquisition date.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 07/02/2026 | 1.27 MB | View · PDF · Source ↗ |
Archived copies of the firm's regulatory filings, versioned by content hash.
Disciplinary disclosures
This firm answered "yes" to a disciplinary item on its latest filing. Detailed disclosure pages for this filing have not been imported yet — see the source filing below.
How they charge
- • Percentage of assets under management
- • Other fees
- • MARGIN PARTICIPATION
Services
- • Portfolio management for individuals/small businesses
- • Portfolio management for businesses/institutional clients
- • Publication of periodicals or newsletters
Custody
Reported custodians
- Pershing $334M (62% of AUM) Jul 2026
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports it does not have custody of client funds or securities (Item 9.A).
Source
All data on this page comes from this firm's Form ADV filings, reproduced without modification. Latest filing: Jul 02, 2026.
View current Form ADV (SEC/IAPD) ↗