Heron Equity Management, LLC

Heron Equity Management, LLC is a small, state‑registered investment adviser serving individual and high‑net‑worth clients as well as trusts, estates, charitable organizations and business entities. The firm provides discretionary and non‑discretionary asset management, annuity and variable life management, financial planning, and may refer clients to or act as co‑advisor with third‑party managers; it also offers a subscription trade‑signal service limited to registered financial professionals.

Heron implements a combined tactical and strategic asset‑allocation process, with a tactical component that relies on proprietary technical, quantitative and volume analysis and a strategic component that ranks individual securities on a risk‑adjusted basis and can employ option‑hedging techniques. Portfolios are typically constructed from stocks and ETFs and may include stock and index options and other derivatives, with time horizons and risk profiles tailored to each client and monitored on a regular basis.

The firm offers performance‑based fee arrangements to eligible clients who meet specified net‑worth and account‑size requirements, a practice that is uncommon among similarly supported firms, and discloses material changes to assets under management and its fee schedule in its ADV. Heron also operates co‑advisor and third‑party manager referral relationships (including arrangements disclosed with Gradient Investments and VestGen), receives referral/TPM fees, and uses derivatives and active trading tools in separately managed accounts, features that distinguish it from many peers.