DFX Intelligence

RIA Intelligence

Registered investment advisers, the advisors registered through them, the capital they report, the private vehicles they run and the people who own them, as a graph with a filing date behind every number. RAUM is what the adviser filed, a move is two registration dates, and a class is a rule you can read.

Former SEC-registered adviser

Heron Wealth

Former SEC-registered adviserNew York, New YorkCRD 146012SEC 801-68679IAPD
Legal name Heron Financial Group, LLC
Latest filing Jul 31, 2023
First filing on the tape Mar 31, 2012 · 22 filings
RAUM
$433M
reported, Item 5.F
Discretionary
66%
of RAUM
Private clients
100%
$433M individuals and HNW
Advisors
0
registered through the firm on IAPD
RAUM per advisor
n/a
derived; firm RAUM over IAPD count
Employees
5
2 advisory (5.B.1)
Offices
1
beyond the principal office
Private funds
0
reported on Schedule D
History
22 filings and snapshots on the tape
RAUM$433M as of Mar 29, 2023
Mar 31, 2012$70.0M then
HNW client RAUM$389M as of Mar 29, 2023
Apr 1, 2018$224M then
State-registered IARs (5.B.3)2 as of Mar 29, 2023
Apr 8, 20130 then
Employees (5.A)5 as of Mar 29, 2023
Apr 8, 20133 then
Private funds: no history
RAUM -4.8% over the last fiscal year+8.1% a year over threeIARs 2 to 2
Practice profile
derived from the filing of Jul 31, 2023; every figure names its basis
RAUM per advisor
$217MderivedRAUM over IAPD advisors; not a book size
Clients per advisor
127derivedindividual and HNW clients (5.D) over advisors
Average HNW client
$3.2MderivedHNW RAUM over HNW clients
Average account
$303,451derivedRAUM over accounts (5.F.2.f)
Discretionary
66%derivedof RAUM
Institutional
0.0%derivedpensions, charities, corporations, government, insurance, banks, other advisers
Employees per advisor
2.5derivedItem 5.A over advisors
Advisors per office
1.0derived2 offices incl. principal (1.F.5)
RAUM growth, one year
-4.8%derivedbetween the last two annual amendments
Advisor growth, one year
+0.0%derivedItem 5.B.3 between annual amendments
Client growth, one year
+19%derived
Compensation
percentage of assets, hourlyreportedItem 5.E
Advisory activities
financial planning, portfolio management for individuals, selection of other advisersreportedItem 5.G
Custody
$53.6M, 72 clientsreportedItem 9.A
Ownership
a PE fund or sponsor is a 25 percent or greater owner on Schedule Aderived
Advisor book size
not public; not estimatedreported
Also answered yes on Form ADV
  • buys or sells securities as principal to or from clients (8.A.2)
  • has discretionary authority over which securities are bought or sold (8.C.1)
  • receives research or other products from a broker-dealer, soft dollars (8.E)
  • has custody of client cash or bank accounts (9.A.1.a)
  • has custody of client securities (9.A.1.b)
  • marketing includes testimonials (5.L.1.c)
Where the RAUM sits
Form ADV Item 5.D, latest filing
  • High-net-worth individuals$389M90%
  • Individuals$44.5M10%
Individual clients
132reported
HNW clients
122reported
Pension plan clients
n/areported
Charitable clients
n/areported
Accounts
1,427reported
Financial planning clients
101-250reported
Wrap fee programs
noreported
Custody of client assets
$53.6M for 72 clientsreported
Compensation
% of AUM, hourlyreported
Class basis
absent from the latest SEC rosterderived
Advisors registered through the firm
0 on IAPD today, longest tenure first
No representative is registered through this CRD on IAPD.
Advisor movement
Left, latest
Joined, latest
none on the tape
    Every departureEvery arrival
    Private funds
    No private fund reported.
    Owners and control persons
    Schedule A and B, latest filing
    • J Michael Del Priore · Chief Compliance Officercontrol
      since 04/2023 · owns less than 5%
    • Say David Edwards · Managing Directorcontrol
      since 04/2023 · owns less than 5%
    • Hugh Gregory Friedman · Chief Strategy Officercontrol
      since 04/2023 · owns less than 5%
    • Anthony Michael Lamena · Chief Executive Officercontrol
      since 04/2023 · owns less than 5%
    • Michell Lori Lieser · Vice Presidentcontrol
      since 04/2023 · owns less than 5%
    • Ei Chun Veronica Moo · Directorcontrol
      since 04/2023 · owns less than 5%
    • Joseph Michael Moriarty · Chief Investment Officercontrol
      since 04/2023 · owns less than 5%
    • George Edward O'Malley · Directorcontrol
      since 04/2023 · owns less than 5%
    • David Brian Powers · Chief Financial Officercontrol
      since 04/2023 · owns less than 5%
    • Ronald Brett Schneider · Directorcontrol
      since 04/2023 · owns less than 5%
    • Matthew Eric Sontag · President & Chief Operations Officercontrol
      since 04/2023 · owns less than 5%
    • Ronald Hoyt Stastney · Chief Legal Officercontrol
      since 04/2023 · owns less than 5%
    Entity owners
    • Wealthspire Advisors · Owner
      direct · owns 75% or more
    • Madison Dearborn Partners · General Partner
      indirect · owns F of Patriot Spv Gp, L.P.
    • Nfp Corp. · Owner
      indirect · owns 75% or more of Wealthspire Holdings, LLC
    • Nfp Holdings, LLC · Owner
      indirect · owns 75% or more of Nfp Parent Co, LLC
    • Nfp Intermediate Holdings A. Corp. · Owner
      indirect · owns 75% or more of Nfp Intermediate Holdings B. Corp.
    • Nfp Intermediate Holdings B. Corp. · Owner
      indirect · owns 75% or more of Nfp Corp.
    • Nfp Parent Co, LLC · Owner
      indirect · owns 75% or more of Nfp Intermediate Holdings A. Corp.
    • Nfp Ultimate Holdings, LLC · Owner
      indirect · owns 75% or more of Nfp Holdings, LLC
    • Patriot Spv Gp, L.P. · General Partner
      indirect · owns F of Patriot Spv, L.P.
    • Patriot Spv, L.P. · Owner
      indirect · owns 75% or more of Nfp Ultimate Holdings, LLC
    • Wealthspire Holdings, LLC · Member
      indirect · owns 75% or more of Wealthspire Advisors
    Related persons
    Schedule D 7.A
    Advisers that list Heron Wealth as a related person
    Office movement
    IAPD branch city; joins and departures in 12 months
    OfficeAdvisorsJoinedLeftTeams outForming
    New York, Ny · principal000
    Offices
    Schedule D 1.F, the 25 largest
    • Bronxville, NY1 employees
    What changed
    consecutive filings, newest first
    • Related adviser · false to true
      Mar 29, 2023 to Apr 26, 2023
    • Accounts · 1,502 to 1,427
      Feb 16, 2022 to Mar 29, 2023
    • HNW clients · 109 to 122
      Feb 16, 2022 to Mar 29, 2023
    • Individual clients · 104 to 132
      Feb 16, 2022 to Mar 29, 2023
    • Assets in custody · $37.9M to $53.6M
      Feb 16, 2022 to Mar 29, 2023
    • Employees · 7 to 5
      Feb 16, 2022 to Mar 29, 2023
    • Discretionary RAUM · $321M to $287M
      Feb 16, 2022 to Mar 29, 2023
    • HNW RAUM · $427M to $389M
      Feb 16, 2022 to Mar 29, 2023
    • Individual RAUM · $28.2M to $44.5M
      Feb 16, 2022 to Mar 29, 2023
    • Non-discretionary RAUM · $134M to $146M
      Feb 16, 2022 to Mar 29, 2023
    • RAUM · $455M to $433M
      Feb 16, 2022 to Mar 29, 2023
    • Accounts · 1,458 to 1,502
      Apr 10, 2021 to Feb 16, 2022
    • Advisory employees · 3 to 2
      Apr 10, 2021 to Feb 16, 2022
    • HNW clients · 107 to 109
      Apr 10, 2021 to Feb 16, 2022
    • Individual clients · 85 to 104
      Apr 10, 2021 to Feb 16, 2022
    • Assets in custody · $0 to $37.9M
      Apr 10, 2021 to Feb 16, 2022
    • Custody of client assets · false to true
      Apr 10, 2021 to Feb 16, 2022
    • Employees · 5 to 7
      Apr 10, 2021 to Feb 16, 2022
    • State-registered IARs · 0 to 2
      Apr 10, 2021 to Feb 16, 2022
    • Discretionary RAUM · $240M to $321M
      Apr 10, 2021 to Feb 16, 2022
    • HNW RAUM · $332M to $427M
      Apr 10, 2021 to Feb 16, 2022
    • Individual RAUM · $20.2M to $28.2M
      Apr 10, 2021 to Feb 16, 2022
    • Non-discretionary RAUM · $112M to $134M
      Apr 10, 2021 to Feb 16, 2022
    • RAUM · $352M to $455M
      Apr 10, 2021 to Feb 16, 2022
    • Accounts · 1,140 to 1,458
      Aug 25, 2020 to Apr 10, 2021
    • HNW clients · 62 to 107
      Aug 25, 2020 to Apr 10, 2021
    • Individual clients · 100 to 85
      Aug 25, 2020 to Apr 10, 2021
    • Employees · 4 to 5
      Aug 25, 2020 to Apr 10, 2021
    • Other offices · 0 to 1
      Aug 25, 2020 to Apr 10, 2021
    • Discretionary RAUM · $224M to $240M
      Aug 25, 2020 to Apr 10, 2021
    • HNW RAUM · $272M to $332M
      Aug 25, 2020 to Apr 10, 2021
    • Individual RAUM · $70.1M to $20.2M
      Aug 25, 2020 to Apr 10, 2021
    • Non-discretionary RAUM · $119M to $112M
      Aug 25, 2020 to Apr 10, 2021
    • RAUM · $342M to $352M
      Aug 25, 2020 to Apr 10, 2021
    • Accounts · 1,441 to 1,140
      Oct 17, 2019 to Mar 30, 2020
    • Advisory employees · 4 to 3
      Oct 17, 2019 to Mar 30, 2020
    • HNW clients · 77 to 62
      Oct 17, 2019 to Mar 30, 2020
    • Individual clients · 95 to 100
      Oct 17, 2019 to Mar 30, 2020
    • Assets in custody · $78.4M to $0
      Oct 17, 2019 to Mar 30, 2020
    • Custody of client assets · true to false
      Oct 17, 2019 to Mar 30, 2020
    Signals
    13 dated events
    • David Say Edwards left Heron Wealth for Wealthspire Advisors (registered 2023-10-23)
      Nov 2, 2023 · Advisor changed firm · fact
    • Hugh Gregory Friedman (Chief Strategy Officer) appeared on Schedule A of Heron Wealth
      Apr 26, 2023 · Control person joined · fact
    • Ronald Brett Schneider (Director) appeared on Schedule A of Heron Wealth
      Apr 26, 2023 · Control person joined · fact
    • Michell Lori Lieser (Vice President) appeared on Schedule A of Heron Wealth
      Apr 26, 2023 · Control person joined · fact
    • Matthew Eric Sontag (President & Chief Operations Officer) appeared on Schedule A of Heron Wealth
      Apr 26, 2023 · Control person joined · fact
    • George Edward O'Malley (Director) appeared on Schedule A of Heron Wealth
      Apr 26, 2023 · Control person joined · fact
    • Ei Chun Veronica Moo (Director) appeared on Schedule A of Heron Wealth
      Apr 26, 2023 · Control person joined · fact
    • Ronald Hoyt Stastney (Chief Legal Officer) appeared on Schedule A of Heron Wealth
      Apr 26, 2023 · Control person joined · fact
    • Anthony Michael Lamena (Chief Executive Officer) appeared on Schedule A of Heron Wealth
      Apr 26, 2023 · Control person joined · fact
    • J Michael Del Priore (Chief Compliance Officer) appeared on Schedule A of Heron Wealth
      Apr 26, 2023 · Control person joined · fact
    • David Brian Powers (Chief Financial Officer) appeared on Schedule A of Heron Wealth
      Apr 26, 2023 · Control person joined · fact
    • Joseph Michael Moriarty (Chief Investment Officer) appeared on Schedule A of Heron Wealth
      Apr 26, 2023 · Control person joined · fact
    • Heron Wealth reported RAUM $454.7M, up 29% from $352.4M (2021-04-10 to 2022-02-16)
      Feb 16, 2022 · RAUM change · derived
    Across DFX
    shared identifiers only, never a name match
    No identifier-backed link to the venture, private equity, family office or sponsor graphs.
    Provenance
    Form ADV
    SEC filing data 2011 to 2024 and the monthly roster 2025 onreportedadviserinfo.sec.gov
    Advisors
    IAPD individual compilation feed, dailyreportedadviserinfo.sec.gov
    Class
    Former SEC-registered adviserderiveda rule over Items 5.D and 7.A
    RAUM per advisor
    n/aderivedfirm RAUM over the IAPD count; not a book size
    Loaded
    Sep 14, 2026