Heffernan Advisory, Inc.

Heffernan Advisory serves primarily individual clients and families, and also accepts entity clients including ERISA retirement plans, offering discretionary portfolio management through its Investment By Design™ program and standalone financial planning and consulting services. The firm reports approximately $410 million in discretionary assets under management and delivers ongoing investment supervision, model-portfolio implementation, and periodic reviews.

The firm generally constructs portfolios using modern portfolio theory and primarily implements allocations with mutual funds and exchange-traded funds, while also offering customized portfolios and rebalancing as needed. Heffernan Advisory may allocate client assets to third‑party managers and turnkey model programs (including AIM’s Nucleus marketplace) and discloses use of DFA funds, tax-overlay services, liquid alternative strategies, and certain leveraged/inverse vehicles where appropriate.

What distinguishes Heffernan Advisory among peers is its networked structure and affiliated services: the brochure discloses an affiliation with Heffernan Financial Services for pension consulting and with Heffernan Insurance Brokers for insurance distribution, and notes dual-registrations with Gĕneos for broker‑dealer activities. The firm’s disclosures also call out arrangements that can produce non-investment benefits—such as marketing support and paid travel from custodians or sponsors—and include an AI use policy, the firm’s use of DFA‑only share classes, and a stated practice of employing endorsements in its advertising.