Wealth manager, wrap-program sponsor · SAN Francisco, CA
Heron Finance
Heron Advisory Inc. · SEC-registered investment adviser · CRD 327608 · SEC 801-128703
At a glance
Heron Finance is an SEC-registered investment adviser based in SAN Francisco, California, with $38 million in regulatory assets under management as of its Form ADV filed March 30, 2026. Its largest client group by assets is individuals, and it reports 272 individual clients. By Form ADV it is a wealth manager (wrap-program sponsor), ranked 8,621st of 8,915 wealth managers and 16,033rd of 17,210 SEC-registered advisers by assets.
Main office 510-214-6602heronfinance.comLinkedInAs filed on Form ADV
- Regulatory AUM
- $38M
- Rank among wealth managers
- #8,621 of 8,915
- Rank among all SEC RIAs
- #16,033 of 17,210
- Rank in California
- #1,764 of 1,873
- Individual clients
- 272
- High-net-worth clients
- 0
- Accounts
- 285
- Discretionary
- 100% of AUM
- Employees
- 17
- Advisory staff
- 2
- Offices
- 1
Owners and executives on its Form ADV
- Michael S. SallChief Executive Officer/co-Founder/cco
- Blake H. WestChief Technology Officer/co-Founder
Custody and brokerage
Who it serves
| Client type | Clients | Regulatory AUM | Share |
|---|---|---|---|
| Individuals | 272 | $38M | 100% |
Disciplinary disclosures
Heron Finance reports no disciplinary disclosures in Item 11 of Form ADV. Read the details on the SEC’s adviser search ↗
Services
- Portfolio management for individuals and small businesses
How it’s paid
- A percentage of assets under management
Form ADV and brochures on the SEC’s adviser search ↗heronfinance.com ↗
AtlasMembers
The full record on Heron Finance
Ten years of SEC filings, its owners and contacts, and how it stacks up against its peers. Atlas members see all of it.
- Assets, accounts, clients and staff, 2 years of filings
- Locked
- Growth over one, three and five years
- Locked
- Rank against 813 peers of its type and size
- Locked
- Owners and executives, with titles and stakes
- 2 namedLocked
- Main office, fax and compliance officer
- Locked
- Filing changes this year, with alerts
- Locked
Free while Atlas launches: create a free account and confirm your email. Every figure comes from SEC filings.
Background
Questions
How much does Heron Finance manage?
Heron Finance reports $38 million in regulatory assets under management across 285 accounts, 100% of it on a discretionary basis, on its Form ADV filed March 30, 2026.
What kind of firm is Heron Finance?
Heron Finance is a wealth manager by its Form ADV answers. At least half of its regulatory assets are managed for individuals and high-net-worth individuals.
Who are Heron Finance’s clients?
By assets, its largest client types are individuals ($38 million, 272 clients).
Does Heron Finance have any disciplinary history?
Heron Finance reports no disciplinary disclosures in Item 11 of its Form ADV. Check the SEC’s adviser search for the latest record.
Where these numbers come from
Every figure is Heron Finance’s own answer on its latest Form ADV, from the SEC’s registered-adviser list as of October 1, 2026: regulatory assets and accounts (Item 5.F), clients by type (5.D), employees (5.A and 5.B), compensation (5.E) and services (5.G). Custodians come from Schedule D 5.K(3) of its latest filing (2026-03-30), which lists those holding 10% or more of separately managed account assets and the amount at each. “Hybrid” means some employees are also registered representatives of a broker-dealer (Item 5.B(2)); affiliated broker-dealers are the related persons it lists in Item 7.A and Schedule D. Firm type comes from its own answers: broker-dealer firms are registered broker-dealers themselves (Item 6.A); private fund advisers manage mostly private funds (Item 7.B, 5.D); wealth managers manage at least half their assets for individuals (5.D). Ranks compare it by regulatory assets with every SEC-registered adviser and with firms of its type. Figures are as of the firm’s last annual update, so they can lag recent deals and market moves. Regulatory AUM counts assets the firm continuously supervises and can differ from what a firm markets.
Not an endorsement or a recommendation. Before hiring any adviser, read its Form ADV Part 2A brochure and check its record on the SEC’s adviser search. How to check a financial advisor →