Herold Advisors, Inc.
● SEC registered since 1976CRD 105090SEC# 801-11216New York, NY
Reg. AUM
$540.2M
Employees
9
Accounts
563
Location
New York, NY
Herold Advisors, Inc. assets under management
Herold Advisors, Inc. operates as an SEC-registered investment adviser based in New York, NY. The firm has been registered since 1976. It reports $540.2 million in regulatory assets under management and employs 9 people.
Herold Advisors, Inc. owners & executives
11 reported| Name | Title | Ownership | Since |
|---|---|---|---|
| Keith Michael Lanton Control | Herold Advisors, Inc. Chief Operating Officer | 10-25% | 2025 |
| Keith Michael Lanton Control | Percheron President And Treasurer | 5-10% | 2020 |
| Lawrence Stephen Herold Control | Percheron Ceo And Secretary | 25-50% | 2020 |
| Lawrence Stephen Herold Control | Herold Advisors - President, Director, Ceo, Chief Legal Officer, Cco | 25-50% | 1980 |
| Paula Margaret Herold | Herold Advisors - Director, Treasurer | 25-50% | 2015 |
| Paula Margaret Herold | Herold Advisors, Inc - Secretary | 25-50% | 2015 |
| Paula Margaret Herold Control | Percheron Shareholder | 25-50% | 2020 |
| Percheron Asset Management Group, Inc. Control | Holding Company | Over 75% | 2020 |
| Wendy Diane Sheftel Control | Percheron - Shareholder | Under 5% | 2020 |
| Lawrence Stephen Herold Control | Shareholder | 25-50% | 2020 |
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Join to unlock · $37/moFrequently asked questions
How much does Herold Advisors, Inc. manage?
Herold Advisors, Inc. reports $540.2 million in regulatory assets under management on its Form ADV.
How many employees does Herold Advisors, Inc. have?
Herold Advisors, Inc. reports 9 employees.
Where is Herold Advisors, Inc. located?
Herold Advisors, Inc. is based in New York, NY and has been SEC-registered since 1976.
Does Herold Advisors, Inc. disclose fund performance?
Herold Advisors, Inc. is not required to publicly disclose fund returns. Form ADV filings include assets, ownership, and service providers, shown above.
Contact & registration
| Address | 711 3rd Avenue Suite 1802, New York, NY 10017 |
| Phone | 212-371-3950 |
| Fax | 212-758-4967 |
| Office hours | 9 a.m. - 4:30 p.m. |
| SEC region | New York Regional Office (NYRO) |
| Discloses disciplinary history | Yes |
Regulatory AUM
$540.2M▲ 10%
Mar '25Form ADV, monthlyJul '26
How this firm compares
Regulatory AUMTop 46%
Larger than 54% of 16,306 advisers
EmployeesTop 43%
More than 57% of 16,824 advisers
Assets under management
$540.2Mregulatory AUM
Discretionary $540.2M