Firm profile

Herold Advisors, Inc..

NEW YORK, NYCRD 105090Registration Status: ApprovedEffective since January 2, 1976SEC # 801-11216Latest ADV September 10, 2026

Herold Advisors, Inc. is an SEC registered investment adviser organized as a corporation with a primary office location in New York, NY. Its latest Form ADV filing, dated September 10, 2026, reports $540M in regulatory assets under management, 9 employees, 3 offices, and 563 accounts.

Assets Under Management
$540M
Employees
9
Offices
3 offices
Total Clients
563

Associated firm names

1 name listed
  • HEROLD ADVISORS, INC.

Leadership

3 roles identified
CEOLawrence S. Herold
CCOLawrence S. Herold
COOKeith M. Lanton

Advisory services offered

3 types reported
Portfolio management for businesses
Portfolio management for individuals and small businesses
Publication of periodicals or newsletters

Fee models offered

2 types reported
Asset based fees
Other fee arrangements

Offices & Contact

Primary office

NEW YORK, New York, United States

Loading map…

Primary office regionOther reported regions

Shading shows states and countries with reported offices. Cities are listed below; shading does not indicate service coverage.

New York

NEW YORKPrimary office · STATEN ISLAND · MELVILLE

3 office records listed · 3 total offices reported. Counts can use different reporting dates. SEC filers may list only their largest 25 additional offices.

Contact and digital presence

ADV profile links

Regulatory Assets Under Management Breakdown

Total regulatory assets under management$540Mas of September 10, 2026
Discretionary100.0%
$540M
100% of total RAUM100.0%
Non-discretionary0.0%
$0
0% of total RAUM0.0%
All regulatory assets under management are discretionary.

Client Coverage Demographics

Top client segmentIndividuals represent 78.0% of total clients.
Top client categories% of clientsClients
1
Individuals
78.0%
439
2
HNWI
21.0%
118
3
Pension Plans
0.7%
4
4
Corporations
0.4%
2

Assets under management Growth by Quarter

Quarterly points use the latest ADV filing or SEC roster snapshot available in each quarter.

Total AUM$540M
Total Accounts563
10Y AUM Change+$432M (+400.2%)

Private Funds

Private funds reported by Herold Advisors, Inc..

Loading private fund disclosures…

Employee Growth by Quarter

Quarterly points use the latest ADV filing or SEC roster snapshot available in each quarter.

Total Employees9
Clients per Employee63:1
10Y Employee Change+1 (+12.5%)

Historical AUM and employee figures reflect available SEC Form ADV filings under this CRD. Filing gaps may reflect registration status changes, dormant periods, state registration periods, firm restructuring, or other reporting changes. Rialytix does not interpolate missing periods.


Ownership

Reported direct and indirect ownership ranges

Each range applies to a separate reported relationship and should not be added together.

Reported ownership ranges

Highlighted bands show the percentage range reported in Form ADV.

0%25%50%75%100%
PERCHERON ASSET MANAGEMENT GROUP, INC.Direct owner · Schedule AInterest in HEROLD ADVISORS, INC.
75%+
LAWRENCE STEPHEN HEROLDDirect owner · Schedule AInterest in HEROLD ADVISORS, INC.
25% to < 50%
PAULA MARGARET HEROLDDirect owner · Schedule AInterest in HEROLD ADVISORS, INC.
25% to < 50%
PAULA MARGARET HEROLDDirect owner · Schedule AInterest in HEROLD ADVISORS, INC.
25% to < 50%
LAWRENCE STEPHEN HEROLDDirect owner · Schedule AInterest in HEROLD ADVISORS, INC.
25% to < 50%
PAULA MARGARET HEROLDDirect owner · Schedule AInterest in HEROLD ADVISORS, INC.
25% to < 50%
KEITH MICHAEL LANTONDirect owner · Schedule AInterest in HEROLD ADVISORS, INC.
10% to < 25%
KEITH MICHAEL LANTONDirect owner · Schedule AInterest in HEROLD ADVISORS, INC.
5% to < 10%
WENDY DIANE SHEFTELDirect owner · Schedule AInterest in HEROLD ADVISORS, INC.
< 5%
LAWRENCE STEPHEN HEROLDIndirect owner · Schedule BInterest in PERCHERON ASSET MANAGEMENT GROUP, INC.
25% to < 50%
PAULA MARGARET HEROLDIndirect owner · Schedule BInterest in PERCHERON ASSET MANAGEMENT GROUP, INC.
25% to < 50%

Bars represent the reported range at that individual ownership step, not an estimated percentage of the advisory firm. Indirect relationships may refer to intermediate entities rather than directly to Herold Advisors, Inc...

Reported ownership and control details

Form ADV · Filing date 2026-09-10 · Schedules A and B

11 entries
#Owner / person & roleInterest in entityReported interestControl personTitle / status acquiredSource
1LAWRENCE STEPHEN HEROLDHEROLD ADVISORS - PRESIDENT, DIRECTOR, CEO, CHIEF LEGAL OFFICER, CCOIndividualHEROLD ADVISORS, INC.25% to less than 50%Code CYesHEROLD ADVISORS - PRESIDENT, DIRECTOR, CEO, CHIEF LEGAL OFFICER, CCO12/1980Schedule APDF page 23
2PAULA MARGARET HEROLDHEROLD ADVISORS, INC - SECRETARYIndividualHEROLD ADVISORS, INC.25% to less than 50%Code CNoHEROLD ADVISORS, INC - SECRETARY06/2015Schedule APDF page 24
3PAULA MARGARET HEROLDHEROLD ADVISORS - DIRECTOR, TREASURERIndividualHEROLD ADVISORS, INC.25% to less than 50%Code CNoHEROLD ADVISORS - DIRECTOR, TREASURER12/2015Schedule APDF page 24
4PERCHERON ASSET MANAGEMENT GROUP, INC.HOLDING COMPANYDomestic entityHEROLD ADVISORS, INC.75% or moreCode EYesHOLDING COMPANY11/2020Schedule APDF page 24
5LAWRENCE STEPHEN HEROLDPERCHERON CEO AND SECRETARYIndividualHEROLD ADVISORS, INC.25% to less than 50%Code CYesPERCHERON CEO AND SECRETARY11/2020Schedule APDF page 24
6KEITH MICHAEL LANTONPERCHERON PRESIDENT AND TREASURERIndividualHEROLD ADVISORS, INC.5% to less than 10%Code AYesPERCHERON PRESIDENT AND TREASURER11/2020Schedule APDF page 24
7WENDY DIANE SHEFTELPERCHERON - SHAREHOLDERIndividualHEROLD ADVISORS, INC.Less than 5%Code NAYesPERCHERON - SHAREHOLDER11/2020Schedule APDF page 24
8PAULA MARGARET HEROLDPERCHERON SHAREHOLDERIndividualHEROLD ADVISORS, INC.25% to less than 50%Code CYesPERCHERON SHAREHOLDER11/2020Schedule APDF page 24
9KEITH MICHAEL LANTONHEROLD ADVISORS, INC. CHIEF OPERATING OFFICERIndividualHEROLD ADVISORS, INC.10% to less than 25%Code BYesHEROLD ADVISORS, INC. CHIEF OPERATING OFFICER12/2025Schedule APDF page 24
10LAWRENCE STEPHEN HEROLDSHAREHOLDERIndividualPERCHERON ASSET MANAGEMENT GROUP, INC.25% to less than 50%Code CYesSHAREHOLDER11/2020Schedule BPDF page 24
11PAULA MARGARET HEROLDSHAREHOLDERIndividualPERCHERON ASSET MANAGEMENT GROUP, INC.25% to less than 50%Code CNoSHAREHOLDER11/2020Schedule BPDF page 24

Less than 5% may include zero. Code F identifies a role without specifying a percentage. Reported interests may overlap and may not include every owner. Total indirect ownership is not calculated.

Compliance & Disclosures

Filing dated 9/10/2026 11:10:56 AM

Responses were selected by the RIA in its filing. Questions are shortened for readability; “you” refers to the reporting firm, and some questions also cover advisory affiliates.

RIA or supervised-person involvementThe RIA reported that one or more events below involve the firm or its supervised persons.RIA responseYes
AFelonies2 No

In the past ten years, have you or any advisory affiliate:

  • A1Been convicted of or pleaded guilty or no contest to a felony?No
  • A2Been charged with a felony?No
BMisdemeanors2 No

In the past ten years, have you or any advisory affiliate:

  • B1Been convicted of or pleaded guilty or no contest to a misdemeanor involving investments, an investment-related business, fraud, false statements or omissions, wrongful taking of property, bribery, perjury, forgery, counterfeiting, or extortion?No
  • B2Been charged with a misdemeanor of the kind listed above?No
CSEC or CFTC actions5 No

Has the SEC or CFTC ever:

  • C1Found you or an advisory affiliate made a false statement or omission?No
  • C2Found you or an advisory affiliate violated SEC or CFTC regulations or statutes?No
  • C3Found you or an advisory affiliate caused an investment-related business to have its authorization to do business denied, suspended, revoked, or restricted?No
  • C4Entered an order against you or an advisory affiliate in connection with investment-related activity?No
  • C5Imposed a civil money penalty on you or an advisory affiliate, or ordered you or an advisory affiliate to cease and desist from any activity?No
DOther regulatory actions5 No

Has any other federal regulatory agency, state regulatory agency, or foreign financial regulatory authority ever:

  • D1Found you or an advisory affiliate made a false statement or omission, or was dishonest, unfair, or unethical?No
  • D2Found you or an advisory affiliate violated investment-related regulations or statutes?No
  • D3Found you or an advisory affiliate caused an investment-related business to have its authorization to do business denied, suspended, revoked, or restricted?No
  • D4In the past ten years, entered an order against you or an advisory affiliate in connection with investment-related activity?No
  • D5Denied, suspended, or revoked your or an advisory affiliate’s registration or license, or otherwise prevented association with an investment-related business or restricted activities?No
ESelf-regulatory organization actions1 Yes3 No

Has a self-regulatory organization or commodities exchange ever:

  • E1Found you or an advisory affiliate made a false statement or omission?No
  • E2Found you or an advisory affiliate violated its rules, other than a violation designated as a minor rule violation under an SEC-approved plan?Yes
  • E3Found you or an advisory affiliate caused an investment-related business to have its authorization to do business denied, suspended, revoked, or restricted?No
  • E4Disciplined you or an advisory affiliate by expulsion, suspension, barring association with other members, or otherwise restricting activities?No
FProfessional authorizations1 No
  • FHas an authorization to act as an attorney, accountant, or federal contractor granted to you or an advisory affiliate ever been revoked or suspended?No
GPending regulatory proceedings1 No
  • GAre you or any advisory affiliate now the subject of a regulatory proceeding that could result in a “Yes” answer to any part of C, D, or E?No
HCivil judicial actions and proceedings4 No

(1) Court actions

Has a domestic or foreign court:

  • H(1)(a)In the past ten years, enjoined you or an advisory affiliate in connection with investment-related activity?No
  • H(1)(b)Found that you or an advisory affiliate violated investment-related statutes or regulations?No
  • H(1)(c)Dismissed, pursuant to a settlement agreement, an investment-related civil action brought against you or an advisory affiliate by a state or foreign financial regulatory authority?No

(2) Pending civil proceedings

  • H(2)Are you or any advisory affiliate now the subject of a civil proceeding that could result in a “Yes” answer to any part of H(1)?No
Additional DRP filings 2 source blocks

Verbatim excerpts from supporting DRP filings, which may concern the firm or advisory affiliates. Amounts retain their filed labels; no total or attribution is inferred.

regulatory · block 1BERNARD HEROLD & CO., INC.PDF pages 25–26
Advisory affiliate name — filed text
BERNARD HEROLD & CO., INC.
Full extracted filing text

Includes form instructions and options. Options shown in this text do not identify which boxes were selected.

GENERAL INSTRUCTIONS
This Disclosure Reporting Page (DRP ADV) is an 
INITIAL OR
AMENDED response used to report details for affirmative responses to Items 11.C., 11.D.,
11.E., 11.F. or 11.G. of Form ADV.
Regulatory Action
Check item(s) being responded to:
11.C(1)
11.C(2)
11.C(3)
11.C(4)
11.C(5)
11.D(1)
11.D(2)
11.D(3)
11.D(4)
11.D(5)
11.E(1)
11.E(2)
11.E(3)
11.E(4)
11.F.
11.G.
Use a separate DRP for each event or proceeding . The same event or proceeding may be reported for more than one person or entity using one DRP. File
with a completed Execution Page. 
One event may result in more than one affirmative answer to Items 11.C., 11.D., 11.E., 11.F. or 11.G. Use only one DRP to report details related to the
same event. If an event gives rise to actions by more than one regulator, provide details for each action on a separate DRP.
PART I
A.  The person(s) or entity(ies) for whom this DRP is being filed is (are):
You (the advisory firm)
You and one or more of your advisory affiliates
One or more of your advisory affiliates
If this DRP is being filed for an advisory affiliate, give the full name of the advisory affiliate below (for individuals, Last name, First name, Middle name). 
If the advisory affiliate has a CRD number, provide that number. If not, indicate "non-registered" by checking the appropriate box.
ADV DRP - ADVISORY AFFILIATE
CRD
Number:
6193
This advisory affiliate is 
a Firm
an Individual
Registered:
Yes
No
Name:
BERNARD HEROLD & CO., INC.
(For individuals, Last, First,
Middle)
This DRP should be removed from the ADV record because the advisory affiliate(s) is no longer associated with the adviser.
This DRP should be removed from the ADV record because: (1) the event or proceeding occurred more than ten years ago or (2) the adviser is
registered or applying for registration with the SEC or reporting as an exempt reporting adviser with the SEC and the event was resolved in the
adviser's or advisory affiliate's favor.
If you are registered or registering with a state securities authority , you may remove a DRP for an event you reported only in response to Item
11.D(4), and only if that event occurred more than ten years ago. If you are registered or registering with the SEC, you may remove a DRP for any
event listed in Item 11 that occurred more than ten years ago.
This DRP should be removed from the ADV record because it was filed in error, such as due to a clerical or data-entry mistake. Explain the
circumstances: 
B.
If the advisory affiliate is registered through the IARD system or CRD system, has the advisory affiliate submitted a DRP (with Form ADV, BD or U-4) to
the IARD or CRD for the event? If the answer is "Yes," no other information on this DRP must be provided.
 Yes
 No
NOTE: The completion of this form does not relieve the advisory affiliate of its obligation to update its IARD or CRD records.
PART II
1.  Regulatory Action initiated by:

SEC   
Other Federal   
State   
SRO
Foreign
(Full name of regulator, foreign financial regulatory authority, federal, state, or SRO) 
2.
Principal Sanction:
Other Sanctions: 
3.
Date Initiated (MM/DD/YYYY): 
 Exact
 Explanation
If not exact, provide explanation:
4.
Docket/Case Number:
5.
Advisory Affiliate Employing Firm when activity occurred which led to the regulatory action (if applicable):
6.
Principal Product Type:
Other Product Types: 
7.
Describe the allegations related to this regulatory action (your response must fit within the space provided):
8.
Current Status?      
 Pending
 On Appeal
 Final
9.
If on appeal, regulatory action appealed to (SEC, SRO, Federal or State Court) and Date Appeal Filed:
If Final or On Appeal, complete all items below. For Pending Actions, complete Item 13 only.
10. How was matter resolved:
11. Resolution Date (MM/DD/YYYY):
 Exact
 Explanation
If not exact, provide explanation:
12. Resolution Detail:
A.  Were any of the following Sanctions Ordered (check all appropriate items)?
 Monetary/Fine Amount: $
 Revocation/Expulsion/Denial
 Disgorgement/Restitution
 Censure
 Cease and Desist/Injunction
 Bar
 Suspension
B.
Other Sanctions Ordered:
Sanction detail: if suspended, enjoined or barred, provide duration including start date and capacities affected (General Securities Principal,
Financial Operations Principal, etc.). If requalification by exam/retraining was a condition of the sanction, provide length of time given to
requalify/retrain, type of exam required and whether condition has been satisfied. If disposition resulted in a fine, penalty, restitution,
disgorgement or monetary compensation, provide total amount, portion levied against you or an advisory affiliate, date paid and if any portion
of penalty was waived: 
13. Provide a brief summary of details related to the action status and (or) disposition and include relevant terms, conditions and dates (your response
must fit within the space provided).
regulatory · block 2BERNARD HEROLD & CO., INC.PDF pages 26–28
Advisory affiliate name — filed text
BERNARD HEROLD & CO., INC.
Full extracted filing text

Includes form instructions and options. Options shown in this text do not identify which boxes were selected.

GENERAL INSTRUCTIONS
This Disclosure Reporting Page (DRP ADV) is an 
INITIAL OR
AMENDED response used to report details for affirmative responses to Items 11.C., 11.D.,
11.E., 11.F. or 11.G. of Form ADV.
Regulatory Action
Check item(s) being responded to:
11.C(1)
11.C(2)
11.C(3)
11.C(4)
11.C(5)
11.D(1)
11.D(2)
11.D(3)
11.D(4)
11.D(5)
11.E(1)
11.E(2)
11.E(3)
11.E(4)
11.F.
11.G.

Use a separate DRP for each event or proceeding . The same event or proceeding may be reported for more than one person or entity using one DRP. File
with a completed Execution Page. 
One event may result in more than one affirmative answer to Items 11.C., 11.D., 11.E., 11.F. or 11.G. Use only one DRP to report details related to the
same event. If an event gives rise to actions by more than one regulator, provide details for each action on a separate DRP.
PART I
A.  The person(s) or entity(ies) for whom this DRP is being filed is (are):
You (the advisory firm)
You and one or more of your advisory affiliates
One or more of your advisory affiliates
If this DRP is being filed for an advisory affiliate, give the full name of the advisory affiliate below (for individuals, Last name, First name, Middle name). 
If the advisory affiliate has a CRD number, provide that number. If not, indicate "non-registered" by checking the appropriate box.
ADV DRP - ADVISORY AFFILIATE
CRD
Number:
6193
This advisory affiliate is 
a Firm
an Individual
Registered:
Yes
No
Name:
BERNARD HEROLD & CO., INC.
(For individuals, Last, First,
Middle)
This DRP should be removed from the ADV record because the advisory affiliate(s) is no longer associated with the adviser.
This DRP should be removed from the ADV record because: (1) the event or proceeding occurred more than ten years ago or (2) the adviser is
registered or applying for registration with the SEC or reporting as an exempt reporting adviser with the SEC and the event was resolved in the
adviser's or advisory affiliate's favor.
If you are registered or registering with a state securities authority , you may remove a DRP for an event you reported only in response to Item
11.D(4), and only if that event occurred more than ten years ago. If you are registered or registering with the SEC, you may remove a DRP for any
event listed in Item 11 that occurred more than ten years ago.
This DRP should be removed from the ADV record because it was filed in error, such as due to a clerical or data-entry mistake. Explain the
circumstances: 
B.
If the advisory affiliate is registered through the IARD system or CRD system, has the advisory affiliate submitted a DRP (with Form ADV, BD or U-4) to
the IARD or CRD for the event? If the answer is "Yes," no other information on this DRP must be provided.
 Yes
 No
NOTE: The completion of this form does not relieve the advisory affiliate of its obligation to update its IARD or CRD records.
PART II
1.  Regulatory Action initiated by:
SEC   
Other Federal   
State   
SRO
Foreign
(Full name of regulator, foreign financial regulatory authority, federal, state, or SRO) 
2.
Principal Sanction:
Other Sanctions: 
3.
Date Initiated (MM/DD/YYYY): 
 Exact
 Explanation
If not exact, provide explanation:
4.
Docket/Case Number:
5.
Advisory Affiliate Employing Firm when activity occurred which led to the regulatory action (if applicable):
6.
Principal Product Type:
Other Product Types: 

7.
Describe the allegations related to this regulatory action (your response must fit within the space provided):
8.
Current Status?      
 Pending
 On Appeal
 Final
9.
If on appeal, regulatory action appealed to (SEC, SRO, Federal or State Court) and Date Appeal Filed:
If Final or On Appeal, complete all items below. For Pending Actions, complete Item 13 only.
10. How was matter resolved:
11. Resolution Date (MM/DD/YYYY):
 Exact
 Explanation
If not exact, provide explanation:
12. Resolution Detail:
A.  Were any of the following Sanctions Ordered (check all appropriate items)?
 Monetary/Fine Amount: $
 Revocation/Expulsion/Denial
 Disgorgement/Restitution
 Censure
 Cease and Desist/Injunction
 Bar
 Suspension
B.
Other Sanctions Ordered:
Sanction detail: if suspended, enjoined or barred, provide duration including start date and capacities affected (General Securities Principal,
Financial Operations Principal, etc.). If requalification by exam/retraining was a condition of the sanction, provide length of time given to
requalify/retrain, type of exam required and whether condition has been satisfied. If disposition resulted in a fine, penalty, restitution,
disgorgement or monetary compensation, provide total amount, portion levied against you or an advisory affiliate, date paid and if any portion
of penalty was waived: 
13. Provide a brief summary of details related to the action status and (or) disposition and include relevant terms, conditions and dates (your response
must fit within the space provided).

* Metrics are based on the latest available data, including Form ADV filings, brochures, and relationship summaries pulled from the SEC IAPD, and may be subject to change. Learn what is included in the Rialytix data. Please refer to the firm's official disclosures for the most accurate information using their CRD number. This is not investment advice.