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HERON FINANCE
Legal name: HERON ADVISORY INC.
CRD 327608File 801-128703
APPROVED
Retail clients
Custody
Filing as of Mar 30, 2026
Feed vintage Oct 1, 2026
Regulatory AUM
$37.7M
Bottom 25% of cohort (national)
Discretionary AUM
$37.7M
Clients
272
285 accounts
Employees
17
Bottom 25% of cohort in CA
Identity & registration
ADV Item 1- Organization form
- Corporation
- Firm type
- Registered
- SEC region
- SFRO
- Registration date
- Sep 7, 2023
- Principal office
- 2601 MISSION STREET, SUITE 800, SAN FRANCISCO, CA, 94110
- Phone
- 510-214-6602
- Website
- https://www.heronfinance.com
Assets & accounts
ADV Item 5F- Total regulatory AUM
- $37.7M
- Discretionary AUM
- $37.7M
- Non-discretionary AUM
- $0
- Discretionary accounts
- 285
- Non-discretionary accounts
- 0
- Total accounts
- 285
- AUM per client
- $139K
Clients by type
ADV Item 5D| Client type | Clients | AUM |
|---|---|---|
| Individuals (other than high net worth individuals) | 272 | $37.7M |
Compensation & activities
ADV Items 5E, 5GCompensation
- A percentage of assets under your management
Advisory activities
- Portfolio management for individuals and/or small businesses
Custody
ADV Item 9- Firm Custody Cash
- No
- Firm Custody Assets
- Yes
- Firm Custody Clients
- Yes
- Firm Custody Securities
- No
- Related Person Custody Cash
- Yes
- Related Person Custody Assets
- No
- Related Person Custody Clients
- No
- Related Person Custody Securities
- No
Disclosure events
ADV Item 11This firm answered no to every Item 11 disclosure question in this filing.
Filed changes
| Date | Field | From | To | Change |
|---|---|---|---|---|
| Apr 1, 2026 | Clients | 201 | 272 | increased by71 |
| Apr 1, 2026 | AUM | $15,309,283 | $37,684,104 | increased by$22,374,821 |
| Apr 1, 2026 | Accounts | 201 | 285 | increased by84 |
| Dec 1, 2025 vs May 1, 2025 | Clients | 91 | 201 | increased by110 |
| Dec 1, 2025 vs May 1, 2025 | AUM | $2,389,964 | $15,309,283 | increased by$12,919,319 |
| Dec 1, 2025 vs May 1, 2025 | Accounts | 91 | 201 | increased by110 |
| May 1, 2025 | Registration | — | APPROVED |
On Form 5500, an adviser usually appears as a plan service provider (Schedule C), not the plan sponsor.
See plans that list “HERON FINANCE” as a service provider on 5500mcp →Matched by name only — Form ADV and Form 5500 share no identifier, and names are searched loosely (“HERON FINANCE” may also match similarly-named firms). Confirm identity against each filing.
Every value above is reproduced from this firm's Form ADV filing. Fields the firm left blank are shown as “Not reported” rather than filled in from other sources.