Heron Financial Group LLC

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Heron Financial Group LLC
CRD #146012
SEC #801-68679
CIK #0001803648
AUM
Employees 5 (40% Investors, 0% Brokers)
Fees
Minimum
Phone800-994-3766
Address521 5th Avenue
New York, NY 10175
Source [IAPD] [EDGAR] [Website] [Twitter] [LinkedIn] [Facebook]
Total AUM ($M)
50040030020010002006201220182025
Fees and Compensation — Form ADV Part 2A (7/31/2023) [Brochure]
Item 5 Fees and Compensation

Clients receiving Financial Planning Services bundled with Investment Advice and Estate Planning as
described under the Wealth Advisory Agreement are charged the following fees:

       1.   1.00% per annum of the total value of accounts of the client invested in individual stocks and
            bonds, mutual funds and/or Exchange Traded Funds up to a fair market value of $2,000,000.
       2.   0.75% per annum of the total value of accounts of the client invested in individual stocks and
            bonds, mutual funds and/or ETFs in excess of $2,000,000, but not exceeding $10,000,000.
       3.   0.50% per annum of the total value of accounts of client invested in individual stocks and bonds,
            mutual funds and/or Exchange Traded Funds in excess of $10,000,000.

Subject to an annual minimum of:
       • $4,800 ($400/month) for a couple or family
       • $3,000 ($250/month) for an individual

Since the fee schedule above is tiered based on a client’s managed assets, clients will be charged a lower
management fee for a higher amount of managed assets. To calculate the asset level breakpoints,
Wealthspire will combine the asset amounts in all a client’s related accounts. This is commonly referred to
as “householding” accounts. For householding purposes, Wealthspire will include accounts of the client,
and anyone related to the client and living at the same address, such as spouse and children.
Consequently, the annual fee rate is calculated based upon the breakpoint achieved (if any) based on the
combined assets of household accounts and applied to each such account.

Clients authorize their custodian, via the Wealthspire Wealth Advisory Agreement to debit Wealthspire’s
fees directly from the accounts to which they relate and pay to Wealthspire. Depending upon the
relationship, multiple portfolios with a common interest will be treated as one for billing purposes.

Wealthspire has sole discretion to negotiate fees. A variance in fees may be appropriate in cases in which
a client requests special account structures or has atypical objectives. Wealthspire has in the past and
reserves the right to change, reduce, or waive our fees any time in the future in our discretion and to
increase or decrease the minimum account size that we accept. Wealthspire does have clients that are
charged fees that are different than the fees outlined above. Mostly, these are clients that on boarded with
us at a time when we had a different fee schedule. Clients should be aware that lower fees for comparable
services may be available from other sources and firms.

Our Wealth Management fees are billed monthly in arrears based on the total account value (including
cash and cash equivalents and margin balance) at the end of each month and are prorated based on the
additions and withdrawals from an account. Should a client begin receiving Wealth Management services
during a month, Wealthspire’s fee will be prorated based on the number of days left in the month.

The total account value used for billing calculations comes from Orion, which contains all information on
the client’s managed assets. The values of securities held in managed accounts are reconciled with the
custodian values daily and any discrepancies are promptly corrected.

In the event that Wealthspire’s services are terminated mid-month, the number of days the client’s assets
were managed during the month until termination is used to determine the percentage of the Wealth
Management fee earned (based on the total number of days in the month). If a client’s custodian is no
longer authorized to pay Wealthspire from client’s assets, then Wealthspire will send an invoice directly to
the client, unless waived at the discretion of Wealthspire. Payment in full is expected upon receipt of
invoice presentation.

A client’s managed assets can either be in a cash or a margin account. A margin account allows a client to
withdraw cash or make additional securities purchases. Importantly, clients should be aware that the use

of margin creates a conflict of interest between us and our clients since our fees are based on the full value
of the assets under management including any assets purchased using margin. In order to mitigate that
conflict, we work with our clients to pay-off the margin balance as quickly and efficiently as possible.

Buying securities on margin also subjects client to additional costs and risks that should be carefully
considered before opening a margin account. Please refer to Item 8 below for further information.

Other Fees
The fees charged by Wealthspire do not include charges imposed by third parties such as custodian fees
and mutual fund fees and expenses (including Exchange Traded Funds (ETFs)). Client assets are subject
to additional expenses and fees (as applicable), such as transaction costs, retirement plan administration
fees, deferred sales charges on mutual funds initially deposited in the account, 12b-1 fees, odd-lot
differentials, transfer taxes, wire transfer and electronic fund fees, and other fees and taxes on brokerage
accounts and securities transactions.

Clients with assets managed by TPAs that are recommended/utilized by Wealthspire will be charged
advisory fees by each TPA, which are separate and additional to the advisory fees charged by Wealthspire.
The TPAs’ fee schedules and billing practices are described in their respective Disclosure Brochure, which
should be read carefully. Wealthspire does not receive any portion of the fees charged by TPAs.

Client assets invested in mutual funds and/or ETFs will be subject to certain fees and expenses imposed
directly by mutual funds and ETFs to their shareholders, which are described in each fund’s prospectus.

These fees will generally include a management fee, other fund expenses, and a distribution fee and are
incorporated into the pricing of the mutual fund and are generally referred to as a fund’s “expense ratio”.
...
Account Minimums and Types of Clients — Form ADV Part 2A (7/31/2023) [Brochure]
Item 7 Types of Clients

Wealthspire generally provides investment advice to individuals and families who are executive families,
business owners and rising professionals. Wealthspire also advises on pension and profit-sharing plans,
trusts, estates, charitable organizations and small businesses. Client relationships vary in scope and length
of service.

Account Minimums
The firm applies the following age-based minimums for Wealth Management clients:

                          50 and older          $1,000,000
                          45-49                 $500,000
                          36-44                 $250,000
                          35 and younger        no minimum

The firm reserves the right to waive this minimum where appropriate, usually in the case where the firm
determines that a client family will exceed the account minimums within a short time frame.

ERISA Accounts
If a client’s account is a pension or other employee benefit plan governed by the Employee Retirement
Income Security Act of 1974, as amended (“ERISA”), Wealthspire may be a fiduciary to the plan. In providing
our investment management services, the sole standard of care imposed upon us is to act with the care,
skill, prudence and diligence under the circumstances then prevailing that a prudent man acting in a like
capacity and familiar with such matters would use in the conduct of an enterprise of a like character and
with like aims. When required, Wealthspire will provide certain required disclosures to the “responsible
plan fiduciary” (as such term is defined in ERISA) in accordance with Section 408(b)(2), regarding the
services we provide and the direct and indirect compensation we receive by such ERISA plan clients.
Generally, these disclosures are contained in this Form ADV Part 2A, the client agreement and/or in
separate ERISA disclosure documents and are designed to enable the ERISA plan’s fiduciary to: (1)
determine the reasonableness of all compensation received by Wealthspire; (2) identify any potential
conflicts of interests; and (3) satisfy reporting and disclosure requirements to plan participants.

Retirement Account Rollover Considerations
From time to time, Wealthspire makes recommendations to prospective or current clients regarding
rolling over their retirement plan assets into a retirement account that can be managed by Wealthspire.
Making such a recommendation presents a conflict of interest because we have an economic incentive

since we will earn fees on the assets. To address this conflict, an Wealthspire representative will discuss
with the prospect/client the relevant factors, pros and cons, and why we believe the rollover is in the
prospect’s or client’s best interest. In addition, prospects and clients are under no obligation to rollover
retirement plan assets to an account with Wealthspire.

When we provide investment advice to clients regarding their retirement plan account or individual
retirement account, we are fiduciaries within the meaning of Title I of the Employee Retirement Income
Security Act and/or the Internal Revenue Code, as applicable, which are laws governing retirement
accounts. The way we make money creates some conflicts with the client’s interests, so we operate under
a special rule that requires us to act in our client’s best interest and not put our interest ahead of our
clients. Under this special rule’s provisions, we must:

   •   Meet a professional standard of care when making investment recommendations (give prudent
       advice);
   •   Never put our financial interests ahead of our clients when making recommendations (give loyal
       advice);
   •   Avoid misleading statements about conflicts of interest, fees, and investments;
   •   Follow policies and procedures designed to ensure that we give advice that is in our client’s best
       interest;
   •   Charge no more than is reasonable for our services; and
   •   Give clients information about conflicts of interest.
Sector Form 13F Holdings Value ($M)
Apple Inc 5.0
Microsoft Corp 2.9
Thermo Fisher Scientific Inc 2.6
Morgan Stanley 2.2
LyondellBasell Industries NV 2.0
Illinois Tool Works Inc 2.0
Metropcs Communications Inc 2.0
Aon Corp 1.9
J P Morgan Chase & Co 1.7
Johnson & Johnson 1.7
View All
Holdings by Sector ($M)
200160120804002019202020222024
AUM Breakdown Accounts AUM ($M)
By Client Type
(a) Individuals (other than high net worth individuals) 132 44.5
(b) Individuals (high net worth individuals) 122 388.5
(c) Banking or thrift institutions 0 0.0
(d) Investment companies 0 0.0
(e) Business development companies 0 0.0
(f) Pooled investment vehicles 0 0.0
(g) Pension and profit sharing plans 0 0.0
(h) Charitable organizations 0 0.0
(i) State or municipal government entities 0 0.0
(j) Other investment advisers 0 0.0
(k) Insurance companies 0 0.0
(l) Sovereign wealth funds and foreign official institutions 0 0.0
(m) Corporations or other businesses not listed above 0 0.0
(n) Other 0 0.0
Total 1,427 433.0
By Discretionary
Discretionary 697 287.0
Non-Discretionary 730 146.0
Total 1,427 433.0
By Non-United States Persons
Non-United States Persons 2.0
United States Persons 431.1
Total 1,427 433.0
EDGAR Form CIK 2011 - 2026
13F-HR [0001803648]
Firm Profile (Form ADV)
Discretionary AUM$0.1B
ServesInstitutional, Retail
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tony@aum13f.com