Heron Finance

Heron Finance provides internet-based investment advisory services to U.S. accredited investors and registered investment advisors through a single online platform. It offers portfolio management focused on private market exposures and operates a wrap-fee advisory program for clients who participate in the Heron Finance Program.

The firm uses an algorithmic approach to build Personalized Private Market portfolios after clients complete a Noteholder Questionnaire, allocating across stated strategies (Aggressive, Moderate, Conservative) and asset classes such as private credit, private equity, infrastructure, and real estate. Investments on the platform are funded and settled in USDC and structured through Payment Contingent Promissory Notes that reference interests in third‑party private market issuers and are rebalanced automatically by the platform.

Heron Finance is atypical for its peer group in several ways: it is primarily an internet adviser and also functions with affiliated fund-sponsoring activity through Heron Lending/Warbler Labs, issuing notes tied to private market interests. The firm discloses promotional practices — including advertising performance (both actual and hypothetical) and use of endorsements or testimonials, and it may compensate third parties for advertising — and serves accredited investors with a relatively small advisory team rather than a client base concentrated in high‑net‑worth households.