{"url":"https://nivawealth.com/firms/heritage-financial-counselors-288232","iapdUrl":"https://adviserinfo.sec.gov/firm/summary/288232","regulatoryAum":235870466,"crd":"288232","adviserRoster":{"asOf":"2026-10-09","items":[{"crd":"8240125","suffix":null,"lastName":"Barrios","firstName":"Joseph","middleName":"Edward"},{"crd":"1812855","suffix":null,"lastName":"ECHAUSSE","firstName":"COLLEEN","middleName":"FRIDAY"},{"crd":"1213609","suffix":null,"lastName":"MULVEY","firstName":"NANCY","middleName":"WESTERVELT"},{"crd":"7692724","suffix":null,"lastName":"PERKINS","firstName":"JESSICA","middleName":"LYNDA"},{"crd":"3252726","suffix":null,"lastName":"WEIDMAN","firstName":"CHARLES","middleName":"PATRICK"}],"total":5,"loadedAt":"2026-10-10T00:20:19.761928+00:00","sourceUrl":"https://reports.adviserinfo.sec.gov/reports/CompilationReports/IA_INDVL_Feed_10_09_2026.xml.zip"},"history":[{"filedOn":"2021-03-05","regulatoryAum":140760000,"clients":133,"employees":4,"offices":1},{"filedOn":"2022-01-27","regulatoryAum":168548081,"clients":149,"employees":4,"offices":1},{"filedOn":"2023-01-19","regulatoryAum":151690329,"clients":128,"employees":4,"offices":1},{"filedOn":"2024-04-03","regulatoryAum":179205556,"clients":119,"employees":4,"offices":1},{"filedOn":"2025-03-12","regulatoryAum":201217560,"clients":138,"employees":4,"offices":1},{"filedOn":"2026-03-31","regulatoryAum":235870466,"clients":143,"employees":5,"offices":2}],"secFileNumber":"801-110841","legalName":"Heritage Financial Counselors, LLC","displayName":"Heritage Financial Counselors","slug":"heritage-financial-counselors-288232","website":"https://heritagefinancialcounselors.com/","logo":{"src":"https://rmkhnxnbeclogprvkfyl.supabase.co/storage/v1/object/public/firm-logos/288232/0cfc151f7e424f6d-r1.webp","tone":"light","width":855,"height":200,"sourceUrl":"https://heritagefinancialcounselors.com/","sourceLabel":"Heritage Financial Counselors, LLC, website"},"classification":{"segment":"individuals","segmentLabel":"Wealth management","type":"independent_wealth_manager","typeLabel":"RIA","feeDisclosure":"full"},"founded":"2016","organization":"New Jersey limited liability company","fiscalYearEnd":"December","headquarters":{"street":"442 Main Street (Route 202)","city":"Bedminster","state":"NJ","stateName":"New Jersey","country":"United States","postalCode":"07921"},"tradeNames":[],"registration":{"secApproved":"21 July 2017","noticeFilings":null,"latestNoticeFiling":null},"wealthAumPerClient":1649443.8181818181,"staff":{"employees":5,"advisory":4,"brokerDealerReps":0,"insuranceAgents":0,"promoters":0},"aum":{"regulatory":235870466,"discretionary":0,"discretionaryAccounts":0,"nonDiscretionary":235870466,"nonDiscretionaryAccounts":425,"wrapProgram":null,"nonUsClientsPct":0,"nonAumClients":0},"clientTypes":[{"label":"Individuals (other than HNW)","clients":76,"regulatoryAum":29710773},{"label":"High-net-worth individuals","clients":67,"regulatoryAum":206159693}],"feePrograms":[{"role":"main","program":"Asset Management","feeBasis":"ceiling","fee_tiers":null,"sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1025959","versionId":1025959,"ratePeriod":"annual","fee_billing":"advance","submittedOn":"2026-03-25","documentName":"FORM ADV PART 2A - FIRM BROCHURE","fee_rate_low":null,"fee_rate_high":2,"fee_negotiable":null,"minimum_account":null,"feeMinimumPeriod":null,"fee_minimum_annual":null},{"role":"other","program":"Financial Planning and Consulting","summary":"Financial planning and consulting are flat fees set by scope and complexity, not exceeding $15,000, with a 50% retainer due at signing.","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1025959","versionId":1025959,"submittedOn":"2026-03-25","documentName":"FORM ADV PART 2A - FIRM BROCHURE"}],"brochureCoverage":{"scope":"sec_inventory","status":"reviewed","checkedAt":"2026-10-22T15:45:33.055509+00:00","documents":[{"name":"FORM ADV PART 2A - FIRM BROCHURE","status":"read","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1025959","versionId":1025959,"submittedOn":"2026-03-25"}]},"custodians":[{"name":"Charles Schwab & Co., Inc.","shortName":"Charles Schwab","location":"Omaha, NE","smaAssets":235870466}],"custodyNote":"Heritage Financial Counselors has custody of $1.77M in client assets for 1 client.","leadership":[{"name":"Charles Weidman","title":"Managing Member & Chief Compliance Officer","crd":"3252726"}],"ownership":[{"label":"Charles Weidman","detail":"Managing member & chief compliance officer in the 75% or more ownership band and a control person, since August 2017."}],"filedOffices":{"otherThanPrincipal":1,"privateResidences":1},"listedOfficeAddresses":1,"foreignOffices":[],"officesByState":[{"state":"New Jersey","offices":1,"addresses":[{"street":"442 Main Street (Route 202)","city":"Bedminster","headquarters":true}]}],"brochureServices":["estate planning","insurance","tax planning"],"advFacts":{"source":{"file":"ia100226.zip","asOf":"2 October 2026"},"telephone":"862-579-2899","stateRegisteredReps":4,"otherAdviserReps":0,"compensation":["A percentage of assets under management","Fixed fees (other than subscription fees)"],"activities":["Financial planning services","Portfolio management for individuals and/or small businesses","Selection of other advisers (including private fund managers)"],"financialPlanningClients":"101-250","assetMix":[{"label":"Exchange-traded equity securities","percent":2},{"label":"U.S. government/agency bonds","percent":1},{"label":"Securities issued by registered investment companies or business development companies","percent":96},{"label":"Cash and cash equivalents","percent":2}],"privateFunds":0},"sources":{"adv1FilingDate":"31 March 2026","adv1Url":"https://reports.adviserinfo.sec.gov/reports/ADV/288232/PDF/288232.pdf","brochureDate":"25 March 2026","brochureUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1025959","iapdCompiledDate":null,"retrievedDate":"15 October 2026","retrievedOn":"2026-10-15","updatedOn":"2026-10-22","holdingsUpdatedOn":"2026-10-21","adv1Pages":{},"brochurePages":{}},"otherBusiness":[],"faq":[{"question":"How many clients does Heritage Financial Counselors have?","answer":"Heritage Financial Counselors has 143 clients and manages $236 million for them, as of March 2026. They include 76 individual clients and 67 high-net-worth individuals.","source":"Form ADV Part 1A, Items 5.D and 5.F, filed 31 March 2026","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"What services does Heritage Financial Counselors offer?","answer":"Heritage Financial Counselors provides financial planning, portfolio management for individuals and small businesses, selecting other managers, estate planning, insurance, and tax planning.","source":"Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file; Part 2A brochure, Item 4","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"How much does Heritage Financial Counselors charge?","answer":"Heritage Financial Counselors charges up to 2.00% a year for its Asset Management. The fee is billed in advance.","source":"FORM ADV PART 2A - FIRM BROCHURE, filed 25 March 2026","sourceRef":{"doc":"brochure","section":"fees"}},{"question":"Which custodians does Heritage Financial Counselors use?","answer":"Heritage Financial Counselors’ separately managed account assets are held at Charles Schwab & Co., Inc. (Omaha, NE), with $236M. Only custodians holding at least a tenth of those assets are named.","source":"Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 31 March 2026","sourceRef":{"doc":"adv1","section":"custodians"}},{"question":"How many financial advisors does Heritage Financial Counselors have?","answer":"Heritage Financial Counselors has 4 investment adviser representatives registered with state securities authorities, out of 5 employees, and 4 perform investment advisory functions. None are registered representatives of a broker-dealer or licensed insurance agents.","source":"Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"What does Heritage Financial Counselors invest in?","answer":"At the end of its last fiscal year, Heritage Financial Counselors’ separately managed accounts held 96% registered funds (mutual funds, ETFs, BDCs), 2% exchange-traded equities, 2% cash and equivalents and 1% U.S. government and agency bonds.","source":"Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"Who owns Heritage Financial Counselors?","answer":"Heritage Financial Counselors’ direct owner is Charles Weidman (75% or more).","source":"Form ADV Part 1A, Schedules A and B, filed 31 March 2026","sourceRef":{"doc":"adv1","section":"scheduleA"}},{"question":"How does Heritage Financial Counselors get paid?","answer":"Heritage Financial Counselors is paid through a percentage of assets under management and fixed fees. Its Form ADV lists no commissions or performance-based fees among how it is paid.","source":"Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"Is Heritage Financial Counselors registered with the SEC?","answer":"Yes, Heritage Financial Counselors has been registered with the SEC as an investment adviser since 21 July 2017. Its CRD number is 288232 and its SEC file number is 801-110841.","source":"Form ADV Part 1A, Item 1, filed 31 March 2026; IAPD firm record","sourceRef":{"doc":"adv1","section":"identity"}},{"question":"How do I contact Heritage Financial Counselors?","answer":"Heritage Financial Counselors’ main office is at 442 Main Street (Route 202), Bedminster, NJ 07921. Its phone number is 862-579-2899. Its website is heritagefinancialcounselors.com.","source":"Form ADV Part 1A, Item 1.F, filed 31 March 2026","sourceRef":{"doc":"adv1","section":"offices"}}],"holdings":null,"notice":"Compiled from public SEC Form ADV filings on the dates in `sources`. Facts as filed; not a rating, ranking, or recommendation. Niva is not affiliated with this firm. Disciplinary history is deliberately not included here or on the page; the SEC publishes the complete record at the `iapdUrl` above."}