Heritage Financial Counselors, LLC

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Client assets under management

$235,870,466

Clients

143

47% high-net worth

Advisors

of 5 employees

Firm type

Team

4-10 advisors or $500M+ in AUM

Clients per advisor

Very Low

Average account size

$1,649,444

About

Heritage Financial Counselors advises individuals, couples, families and high‑net‑worth clients on comprehensive financial planning, investment management, and consulting. The firm describes an integrated five‑step planning process and provides portfolio management primarily with exchange‑traded funds and no‑load, low‑cost mutual funds, along with reporting and secure online access to planning information.

Portfolios are constructed around client goals, time horizon and risk profile, and the firm treats cash as an asset class when setting allocations and fees. Heritage delivers investment advice on a primarily non‑discretionary basis and relies on client consent to implement transactions, which can limit its ability to trade immediately if a client is unavailable.

Heritage reported $235.9 million in regulatory assets under management on a non‑discretionary basis as of December 31, 2025, a structure that is uncommon among similar team firms and places implementation responsibility with clients. The brochure also notes operational relationships with Focus Partners and Schwab (including access to DFA funds), an AI policy governing use of analytical tools, and explicit firm positions that it does not recommend cryptocurrency investments or an ESG investing strategy.

Client services

Financial planning Portfolio management Selection of other advisers

Expertise

General retirement planning General tax planning Multi-generational wealth transfer Wealth management Cash flow / budgeting

Fee options

Fixed

Flat fee basis for financial planning and consulting services, up to $15,000

Percentage

Up to 2% annually

Other

Minimum fee: Financial planning flat fees will not exceed $15,000; retainer up to $1,200 when services cannot be rendered within 6 months

Main office location

Heritage Financial Counselors, LLC

442 Main Street (Route 202)

Bedminster NJ 07921, United States

Number of offices

Most active in

Florida · New Hampshire · New Jersey · New York

Disclosures

Business activities & affiliations

Is not active or affiliated with:

Insurance agent

They sell insurance products and may earn commissions on those sales.

Broker-dealer / trader

They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.

Bank

They're affiliated with a bank that may offer its own financial products and services.

Trust company

They provide trust and estate administration services, typically for separate fees.

Fund sponsor

They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.

Accountant / CPA / tax prep

They offer tax and accounting services, typically for separate fees.

Lawyer

They provide legal services, typically billed separately.

Real estate agent

They facilitate real estate transactions and may earn commissions.

Other specialized services

They may provide services such as pension consulting or municipal advisory work, typically for separate fees.

Forms ADV

Form ADV Part 2: Client Brochure Form ADV Part 3: Client Relationship

Quick links

LinkedIn Website 862-579-2899

Advisors at this firm

Nancy M

CFP®

Bedminster, NJ

Heritage Financial Counselors, LLC

Nancy Mulvey is a CFP® professional with 11 years of industry experience. She has been with Heritage Financial Counselors, LLC since 2017 and also maintains a role at LPL Financial, LLC since 2012. Heritage Financial Counselors serves individuals, couples, and families, including high-net-worth clients, providing comprehensive financial planning, investment management, and consulting. The firm’s investment advice is tailored to client goals and risk tolerance, primarily utilizing exchange-traded funds and low-cost mutual funds, and is notable for its emphasis on non-discretionary management and specific limits on certain strategies.

General retirement planning General tax planning Multi-generational wealth transfer Wealth management Cash flow / budgeting

Joseph B

Series 65

Oyster Bay, NY

Heritage Financial Counselors, LLC

General retirement planning General tax planning Multi-generational wealth transfer Wealth management Cash flow / budgeting

Colleen E

CFP®

Bedminster, NJ

Heritage Financial Counselors, LLC

Colleen Echausse is a CFP® at Heritage Financial Counselors, LLC with three years of industry experience. She has been with Heritage Financial Counselors since 2016 and previously focused on raising four children. Heritage Financial Counselors serves individuals, couples, and families, including high-net-worth clients, providing comprehensive financial planning, investment management, and consulting. The firm emphasizes a non-discretionary investment approach tailored to client goals, using primarily ETFs and low-cost mutual funds.

General retirement planning General tax planning Multi-generational wealth transfer Wealth management Cash flow / budgeting

Jessica P

CFP®

Bedminster, NJ

Heritage Financial Counselors, LLC

Jessica Perkins is a CFP® professional with six years at Heritage Financial Counselors, LLC and a total of three years in the financial industry. Prior to joining Heritage, she worked at Johnson & Wales University and Bridgewater-Raritan High School. Heritage Financial Counselors serves individuals, couples, and families, including high-net-worth clients, providing comprehensive financial planning and investment management. The firm emphasizes a non-discretionary investment approach tailored to client goals, primarily using ETFs and low-cost mutual funds.

General retirement planning General tax planning Multi-generational wealth transfer Wealth management Cash flow / budgeting

Charles W

CFP®, Series 63, Series 66

Bedminster, NJ

Heritage Financial Counselors, LLC

Charles Weidman is a CFP® with 20 years of industry experience. He has been with Heritage Financial Counselors, LLC since 2017 and previously worked at LPL Financial from 2012 to 2017. Heritage Financial Counselors serves individuals, couples, and families, including high-net-worth clients, offering comprehensive financial planning, investment management, and consulting. The firm emphasizes non-discretionary management and tailors investment advice to client goals using primarily ETFs and low-cost mutual funds.

General retirement planning General tax planning Multi-generational wealth transfer Wealth management Cash flow / budgeting

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