Fee-only adviser · San Francisco, CA
Heron Finance
Heron Finance is a fee-only investment adviser registered with the U.S. Securities and Exchange Commission, with its main office in San Francisco, California. On its latest Form ADV, filed March 30, 2026, it reports $38M in regulatory assets under management, 272 individual clients and 2 employees who give investment advice. It reports no commission compensation, is not registered as a broker-dealer and does not act as an insurance agent.
Key facts from Form ADV
| Registration | SEC-registered |
|---|---|
| Firm CRD number | 327608 · SEC file 801-128703 |
| Office | 2601 Mission Street Suite 800 San Francisco, CA 94110 |
| Phone | (510) 214-6602 |
| Website | www.heronfinance.com |
| Regulatory assets under management | $38M |
| Individual clients | 272 non-high-net-worth, 0 high-net-worth |
| Financial planning clients | 0 |
| How it charges | Percentage of assets |
| Services | Portfolio management |
| Employees | 17 |
| Disciplinary disclosures | None reported |
| Latest Form ADV filing | March 30, 2026 |
Source: the firm’s Form ADV Part 1A as published by the SEC’s Investment Adviser Public Disclosure database, data as of November 6, 2026. Figures are self-reported by the firm.
What this means for you
- It charges only as a percentage of the assets it manages. Ask about the fee schedule and any account minimum, which Form ADV Part 1 does not record.
- Most of its individual clients are not high-net-worth, so it is likely to work with people who are still building assets.
- It sponsors or manages a wrap fee program; ask what the bundled fee covers.
- It reports no disciplinary history on Form ADV.
Before you hire any adviser
Read the firm’s Form ADV Part 2 brochure on its SEC record: it sets out fees, minimums, conflicts of interest and who will manage your money. Ask whether the firm acts as a fiduciary for all of your accounts, how it is paid in total, and who holds your assets. Our guide to choosing a financial adviser lists the questions to ask.
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Nearby
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- Tiburon 4 firms
- Sausalito 7 firms
- Oakland 17 firms
- Alameda 2 firms
- Albany 2 firms
- Berkeley 10 firms
- South San Francisco 2 firms
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