HERON ADVISORY INC.

CRD

327608

SEC file #

801-128703

EIN

—

DBA names

Heron Finance

Economics

AUM

$37.7M

AUM band

$25M-$100M

AUM trajectory

'25 · $15.3M

'26 · $37.7M

'25'26

$15.3M → $37.7M▲ +146%

sec adv history

Client mix

Individuals Other

272

Operations

Employees (total)

Advisory staff (per ADV)

Advisory staff (5-yr trend)

'25 · 2 advisors

'26 · 2 advisors

'25'26

2 advisors → 2 advisors▬ 0%

sec adv history

Primary office

SAN FRANCISCO CA

Branches

—

Custodian & Brokerage

Primary custodian

E*Tradelow confidence

adv brochure

Services offered

Portfolio mgmt — individuals

Fee basis

% of AUM

Filings

Latest ADV filing

03/30/2026

twitter.com/heron_finance(social)

ADV-W filed at

—

Website

Compliance

Disclosures (firm)

Trademark

—

Additional signalsExpand ▾

Ownership & succession ★

Who controls the firm + pre-computed succession flags

Top Owner Name

WARBLER LABS INCORPORATED

Top Owner Pct

87.5

Top Owner Entity Kind

Owner Count

Control Persons

WARBLER LABS INCORPORATED

Sall, Michael, Samuel

Solo Advisor Indicator

Succession Risk Solo Owner

Is Parent Owned Subsidiary

Yes

Availability / M&A ★

Already-acquired = skip; deal comps

Adv W Filed

sec adv w

Web presence ★

Stale website = winding down

Web Signal Quality

social_url_excluded:twitter.com

rdap

Retirement-plan book (Form 5500) ★

401(k)/plan business — cross-sell value

Retirement Plan Book

form 5500

SEC EDGAR

Edgar Registered

sec edgar

Local market & wealth

Rank targets by how wealthy the local market is

Soi High Wealth Score

0.4215

Soi Zip Pct 200k Plus

0.2209

Soi Zip Returns 200k Plus

7,580

Soi Zip Total AGI

6,099,967

Fdic Zip Total Deposits

25,111,949,000

Fdic Zip Branch Count

287

Fdic Zip Top Banks

Bank of America, National Association

Wells Fargo Bank, National Association

Compliance & brand

Firm Registration Status

active

sec adv w

All other collected signals (18)

Everything else we've pulled for this record, not yet curated into a section.

Adv W Recently Filed

sec adv w

Bc Firm Active Bc Count

brokercheck firm search

Bc Firm Active IA Count

brokercheck firm search

Bc Firm IAR Count

brokercheck firm search

Custodian Candidates

Full

E*trade

adv brochure

Fdic Zip Branches Raw

Home Savings of America, FSBSan Francisco, CA

Sanwa Bank CaliforniaSan Francisco, CA

Fdic Zip HHI

2186.26

Fdic Zip Top Bank Share Pct

39.76

Fdic Zip Year

2025

Firm Has Custody

Yes

Mailing Office Differs

Yes

Soi Year

2022

Soi Zip Distribution

Stub 1

AGI	72,087
Returns	5,970

Stub 2

AGI	214,648
Returns	5,730

Stub 3

AGI	297,354
Returns	4,810

Soi Zip Total Business Income

205,234

Soi Zip Total Cap Gains

471,201

Soi Zip Total Dividends

174,348

Soi Zip Total Returns

34,310

Trust Company Affiliate