Heritage Wealth Management, Inc.
In its 13F for Q4 2024 (holdings as of December 31, 2024, filed February 11, 2025), Heritage Wealth Management, Inc. reported 88 stock positions worth $117.1 million. Its top holding was Avantis US Large Cap Value (AVLV) at 10.9% of the portfolio, followed by Schwab US Large-Cap Growth (SCHG, 8.1%) and Apple (AAPL, 5.5%). Compared with Q3 2024, it opened 9 new positions, sold out of 9, added to 48 and reduced 26. The biggest buy was a new position in iShares Core S&P U.S. Growth (IUSG) and the biggest sale iShares 20+ Year Treasury BD (TLT, shares −22%).
- Most Recent 13F
- Q2 2026
- Location
- SAN DIEGO, CA
- CIK
- 0002012170
- Portfolio Value
- $117.1M (Q4 2024)
- SEC Filing
- 0001941040-25-000121 ↗ filed Feb 11, 2025
Holdings Value
Holdings 88 stocks · $117.1M
| AVLV Avantis US Large Cap Value | 10.86% | 190,424 | $12.7M | Reduce -4.8% |
| SCHG Schwab US Large-Cap Growth | 8.10% | 340,188 | $9.5M | Reduce -4.1% |
| AAPL Apple Inc. | 5.52% | 25,829 | $6.5M | Add +3.2% |
| VGSH Vanguard Short-Term Treasury | 5.35% | 107,755 | $6.3M | Add +4.6% |
| DFAC Dimensional US Core Equity 2 | 4.37% | 147,850 | $5.1M | Reduce -6.0% |
| SCHR Schwab Intermediate-Term US | 4.24% | 204,350 | $5.0M | Add +5.1% |
| LQD Ishr Ibx Usd Invgd CB ETF-Ui | 3.14% | 34,458 | $3.7M | Add +4.2% |
| BND Vanguard Total Bond Market | 3.01% | 49,094 | $3.5M | Add +6.9% |
| TLT iShares 20+ Year Treasury BD | 2.34% | 31,412 | $2.7M | Reduce -21.6% |
| CMF iShares California Muni Bond | 2.34% | 47,811 | $2.7M | Reduce -3.2% |
| TOTL SS Doubleline TR Tact ETF | 2.08% | 61,704 | $2.4M | Add +5.1% |
| PLTR Palantir Technologies Inc. Class A | 1.87% | 29,024 | $2.2M | Add +0.4% |
| MSFT Microsoft Corp. | 1.78% | 4,945 | $2.1M | Add +10.1% |
| IJJ iShares S&P Mid-Cap 400 Valu | 1.76% | 16,511 | $2.1M | Add +29.8% |
| GOVT iShares US Treasury Bond ETF | 1.69% | 86,054 | $2.0M | Add +5.9% |
| MDYG SS SPDR S&P 400 MC GR ETF | 1.68% | 22,649 | $2.0M | Add +47.7% |
| VBK Van Morst SML-Cap Gro-Usd Inc. | 1.67% | 7,003 | $2.0M | Add +87.5% |
| DFAE Dimensional Emerging Core Eq | 1.65% | 76,034 | $1.9M | Reduce -24.5% |
| AVUV Avantis US Small Cap Value | 1.55% | 18,822 | $1.8M | Add +53.9% |
| SRLN SS Blackstone Sr Loan ETF | 1.53% | 42,808 | $1.8M | Add +52.8% |
| AGG iShares Core U.S. Aggregate | 1.51% | 18,252 | $1.8M | Add +4.8% |
| HYG Ishr Ibx Usd Hiyld CB ETF-Ui | 1.48% | 22,094 | $1.7M | Add +52.9% |
| VOO Vanguard S&P 500 ETF | 1.35% | 2,943 | $1.6M | Add +99.7% |
| DFAI Dimensional International Co. | 1.30% | 51,971 | $1.5M | Reduce -11.9% |
| IUSG iShares Core S&P U.S. Growth | 1.16% | 9,735 | $1.4M | New |
| DFNM Dimensional National Muni BD | 1.05% | 25,833 | $1.2M | Add +18.2% |
| META Meta Platforms Inc. Class A | 1.04% | 2,079 | $1.2M | Add +0.1% |
| NVDA Nvidia Corp. | 1.04% | 9,047 | $1.2M | Reduce -0.2% |
| QQQ Invesco QQQ Trust Series 1 | 1.01% | 2,313 | $1.2M | No change |
| HYMB SS SPDR N Ice HY Muni ETF | 1.01% | 46,153 | $1.2M | Add +2.6% |
| DFAX Dimensional World Ex US Core | 1.00% | 47,339 | $1.2M | Reduce -2.9% |
| GOOGL Alphabet Inc. Class A | 0.95% | 5,901 | $1.1M | Add +0.3% |
| HD Home Depot Inc. | 0.95% | 2,861 | $1.1M | Reduce -4.9% |
| AMZN Amazon.com Inc. | 0.94% | 5,009 | $1.1M | Reduce -3.5% |
| WMT Walmart Inc. | 0.80% | 10,407 | $940K | Add +0.7% |
| CPNG Coupang Inc. | 0.76% | 40,357 | $887K | Reduce -11.2% |
| SYK Stryker Corp. | 0.75% | 2,451 | $883K | Add +0.0% |
| DFAR Dimensional US Real Est ETF | 0.73% | 36,861 | $858K | Add +0.6% |
| VTV Vanguard Mrngstr Val ETF-Aui | 0.72% | 4,949 | $838K | Add +252.2% |
| LLY Eli Lilly & Co. | 0.69% | 1,049 | $810K | Add +7.6% |
| SPY SS SPDR S&P 500 ETF Trust-US | 0.67% | 1,336 | $783K | Add +17.7% |
| QCOM Qualcomm Inc. | 0.65% | 4,920 | $756K | Reduce -37.8% |
| ORCL Oracle Corp. | 0.51% | 3,564 | $594K | Add +0.1% |
| UNH Unitedhealth Group Inc. | 0.47% | 1,095 | $554K | Add +18.3% |
| PEP Pepsico Inc. | 0.46% | 3,528 | $536K | Add +13.8% |
| SHM SS SPDR N Ice St Muni ETF | 0.44% | 10,894 | $516K | Add +23.1% |
| SUB iShares Short-Term National | 0.39% | 4,384 | $462K | Reduce -28.4% |
| CSCO Cisco Systems Inc. | 0.38% | 7,502 | $444K | Add +0.1% |
| JNJ Johnson & Johnson | 0.37% | 2,967 | $429K | Add +12.8% |
| XOM Exxon Mobil Corp. | 0.36% | 3,973 | $427K | Add +0.5% |
| AXON Axon Enterprise Inc. | 0.36% | 713 | $424K | Add +5.8% |
| JPM JPMorgan Chase & Co. | 0.35% | 1,716 | $411K | Add +58.6% |
| RTX RTX Corp. | 0.35% | 3,508 | $406K | Add +12.0% |
| MUB iShares National Muni Bond E | 0.34% | 3,712 | $396K | New |
| HIMS Hims & Hers Health Inc. | 0.33% | 16,135 | $390K | Add +0.1% |
| IWF iShares Russell 1000 Growth | 0.33% | 958 | $385K | Reduce -17.1% |
| SBUX Starbucks Corp. | 0.31% | 3,991 | $364K | Add +9.8% |
| AVGO Broadcom Inc. | 0.29% | 1,489 | $345K | New |
| ARKK ARK Innovation ETF | 0.29% | 6,063 | $344K | Reduce -9.3% |
| INTC Intel Corp. | 0.29% | 17,044 | $342K | Add +1.9% |
| NKE Nike Inc. Class B | 0.28% | 4,283 | $324K | Add +16.6% |
| DFAU Dimensional US Core Equity M | 0.27% | 7,857 | $318K | Reduce -5.2% |
| BRK.B Berkshire Hathaway Inc. Class B | 0.27% | 687 | $311K | Add +1.6% |
| VEA Vanguard Ftse Developed ETF | 0.25% | 6,171 | $295K | New |
| MCD McDonald's Corp. | 0.24% | 971 | $281K | Add +0.5% |
| COST Costco Wholesale Corp. | 0.24% | 304 | $279K | New |
| VBR Vngrd Mrngst SL-CP Val ETF-U | 0.23% | 1,376 | $273K | New |
| PG The Procter & Gamble Co. | 0.23% | 1,602 | $269K | Add +19.0% |
| CVX Chevron Corp. | 0.23% | 1,842 | $267K | Add +3.0% |
| MRK Merck & Co. Inc. | 0.22% | 2,640 | $263K | Add +50.5% |
| IVV iShares Core S&P 500 ETF | 0.22% | 436 | $257K | No change |
| TSLA Tesla Inc. | 0.22% | 625 | $252K | Reduce -29.5% |
| OEF iShares S&P 100 ETF | 0.21% | 870 | $251K | No change |
| V Visa Inc. Class A | 0.21% | 784 | $248K | New |
| TXN Texas Instruments Inc. | 0.21% | 1,281 | $240K | Reduce -7.3% |
| ACN Accenture PLC Class A | 0.20% | 674 | $237K | Add +4.8% |
| VGT Vanguard Info Tech ETF | 0.19% | 360 | $224K | Reduce -7.7% |
| SPYV SS SPDR P S&P 500 Value ETF | 0.19% | 4,326 | $221K | Reduce -30.0% |
| EMQQ Emg MKT Internet ETF-USA Inc. filed as EXCHANGE TRADED CONCEPTS TRU | 0.18% | 6,240 | $215K | Reduce -15.2% |
| SRE Sempra | 0.18% | 2,444 | $214K | New |
| MELI MercadoLibre Inc. | 0.18% | 126 | $214K | No change |
| NFLX Netflix Inc. | 0.18% | 236 | $210K | New |
| XAODX Abrdn Total Dynamic Dividend | 0.13% | 18,500 | $156K | Add +1.1% |
| NFJ Virtus DVD Intrst & PRM STR | 0.12% | 11,422 | $144K | Reduce -4.6% |
| NU Nu Holdings Ltd./Cayman Isl-A filed as NU HLDGS LTD | 0.09% | 10,000 | $104K | Reduce -0.3% |
| CBRE GBL REAL ESTATE INC FD | 0.05% | 12,632 | $61K | Reduce -3.9% |
| NCZ Virtus Convertible & Inc. FD | 0.03% | 12,883 | $40K | Reduce -2.7% |
| AMARIN CORP PLC | 0.01% | 14,250 | $7K | No change |
Options reported separately and not counted above: SPY calls ($21.8M).
Other holdings (1): bonds, preferreds, convertibles and warrants · $11K (not counted above)
| Security | Class | Shares / Principal | Value | Change |
|---|---|---|---|---|
| EONR.WS HNR Acquisition Corp. -CW23 | *W EXP 11/15/202 | 191,735 | $11K | Add +12.4% |
Total filed on the 13F, all lines: $117.1M.
Portfolio Sells Q3 2024 → Q4 2024
| TLT iShares 20+ Year Treasury BD | Reduce -21.6% | 2.34% | −1.21 |
| AVLV Avantis US Large Cap Value | Reduce -4.8% | 10.86% | −1.03 |
| DFAE Dimensional Emerging Core Eq | Reduce -24.5% | 1.65% | −0.84 |
| QCOM Qualcomm Inc. | Reduce -37.8% | 0.65% | −0.57 |
| DFAC Dimensional US Core Equity 2 | Reduce -6.0% | 4.37% | −0.50 |
| DFAI Dimensional International Co. | Reduce -11.9% | 1.30% | −0.40 |
| SPYG SS SPDR P S&P 500 Growth ETF | Sold out | 0.00% | −0.30 |
| CMF iShares California Muni Bond | Reduce -3.2% | 2.34% | −0.25 |
| CPNG Coupang Inc. | Reduce -11.2% | 0.76% | −0.25 |
| SCHG Schwab US Large-Cap Growth | Reduce -4.1% | 8.10% | −0.24 |
| ADBE Adobe Inc. | Sold out | 0.00% | −0.20 |
| GOOG Alphabet Inc. Class C | Sold out | 0.00% | −0.20 |
| SUB iShares Short-Term National | Reduce -28.4% | 0.39% | −0.19 |
| PWZ Invesco California Amt-Free | Sold out | 0.00% | −0.19 |
| DFAX Dimensional World Ex US Core | Reduce -2.9% | 1.00% | −0.18 |
| HD Home Depot Inc. | Reduce -4.9% | 0.95% | −0.15 |
| ELV Elevance Health Inc. | Sold out | 0.00% | −0.15 |
| AXP American Express Co. | Sold out | 0.00% | −0.13 |
| KO The Coca-Cola Co. | Sold out | 0.00% | −0.13 |
| CL Colgate-Palmolive Co. | Sold out | 0.00% | −0.12 |
| SPYV SS SPDR P S&P 500 Value ETF | Reduce -30.0% | 0.19% | −0.11 |
| EMQQ Emg MKT Internet ETF-USA Inc. | Reduce -15.2% | 0.18% | −0.08 |
| IWF iShares Russell 1000 Growth | Reduce -17.1% | 0.33% | −0.06 |
| XJQCX Nuveen Credit Strategies Inc. | Sold out | 0.00% | −0.06 |
| TXN Texas Instruments Inc. | Reduce -7.3% | 0.21% | −0.05 |
| NU Nu Holdings Ltd./Cayman Isl-A | Reduce -0.3% | 0.09% | −0.04 |
| CBRE GBL REAL ESTATE INC FD | Reduce -3.9% | 0.05% | −0.03 |
| DFAU Dimensional US Core Equity M | Reduce -5.2% | 0.27% | −0.03 |
| NFJ Virtus DVD Intrst & PRM STR | Reduce -4.6% | 0.12% | −0.02 |
| VGT Vanguard Info Tech ETF | Reduce -7.7% | 0.19% | −0.02 |
| NCZ Virtus Convertible & Inc. FD | Reduce -2.7% | 0.03% | −0.00 |
| TSLA Tesla Inc. | Reduce -29.5% | 0.22% | +0.01 |
| ARKK ARK Innovation ETF | Reduce -9.3% | 0.29% | +0.01 |
| NVDA Nvidia Corp. | Reduce -0.2% | 1.04% | +0.04 |
| AMZN Amazon.com Inc. | Reduce -3.5% | 0.94% | +0.07 |
Portfolio Buys Q3 2024 → Q4 2024
| IUSG iShares Core S&P U.S. Growth | New | 1.16% | +1.16 |
| PLTR Palantir Technologies Inc. Class A | Add +0.4% | 1.87% | +0.90 |
| VBK Van Morst SML-Cap Gro-Usd Inc. | Add +87.5% | 1.67% | +0.77 |
| VOO Vanguard S&P 500 ETF | Add +99.7% | 1.35% | +0.65 |
| VTV Vanguard Mrngstr Val ETF-Aui | Add +252.2% | 0.72% | +0.49 |
| AVUV Avantis US Small Cap Value | Add +53.9% | 1.55% | +0.49 |
| SRLN SS Blackstone Sr Loan ETF | Add +52.8% | 1.53% | +0.47 |
| MDYG SS SPDR S&P 400 MC GR ETF | Add +47.7% | 1.68% | +0.47 |
| HYG Ishr Ibx Usd Hiyld CB ETF-Ui | Add +52.9% | 1.48% | +0.44 |
| IJJ iShares S&P Mid-Cap 400 Valu | Add +29.8% | 1.76% | +0.34 |
| MUB iShares National Muni Bond E | New | 0.34% | +0.34 |
| AVGO Broadcom Inc. | New | 0.29% | +0.29 |
| AAPL Apple Inc. | Add +3.2% | 5.52% | +0.26 |
| VEA Vanguard Ftse Developed ETF | New | 0.25% | +0.25 |
| COST Costco Wholesale Corp. | New | 0.24% | +0.24 |
| VBR Vngrd Mrngst SL-CP Val ETF-U | New | 0.23% | +0.23 |
| V Visa Inc. Class A | New | 0.21% | +0.21 |
| SRE Sempra | New | 0.18% | +0.18 |
| NFLX Netflix Inc. | New | 0.18% | +0.18 |
| JPM JPMorgan Chase & Co. | Add +58.6% | 0.35% | +0.15 |
| AXON Axon Enterprise Inc. | Add +5.8% | 0.36% | +0.12 |
| DFNM Dimensional National Muni BD | Add +18.2% | 1.05% | +0.10 |
| SPY SS SPDR S&P 500 ETF Trust-US | Add +17.7% | 0.67% | +0.08 |
| GOOGL Alphabet Inc. Class A | Add +0.3% | 0.95% | +0.07 |
| HIMS Hims & Hers Health Inc. | Add +0.1% | 0.33% | +0.07 |
| SHM SS SPDR N Ice St Muni ETF | Add +23.1% | 0.44% | +0.06 |
| WMT Walmart Inc. | Add +0.7% | 0.80% | +0.05 |
| MRK Merck & Co. Inc. | Add +50.5% | 0.22% | +0.04 |
| MSFT Microsoft Corp. | Add +10.1% | 1.78% | +0.04 |
| CSCO Cisco Systems Inc. | Add +0.1% | 0.38% | +0.02 |
| PG The Procter & Gamble Co. | Add +19.0% | 0.23% | +0.02 |
| RTX RTX Corp. | Add +12.0% | 0.35% | +0.00 |
| ACN Accenture PLC Class A | Add +4.8% | 0.20% | −0.00 |
| SBUX Starbucks Corp. | Add +9.8% | 0.31% | −0.01 |
| CVX Chevron Corp. | Add +3.0% | 0.23% | −0.01 |
| BRK.B Berkshire Hathaway Inc. Class B | Add +1.6% | 0.27% | −0.01 |
| UNH Unitedhealth Group Inc. | Add +18.3% | 0.47% | −0.02 |
| NKE Nike Inc. Class B | Add +16.6% | 0.28% | −0.02 |
| XAODX Abrdn Total Dynamic Dividend | Add +1.1% | 0.13% | −0.02 |
| PEP Pepsico Inc. | Add +13.8% | 0.46% | −0.02 |
| JNJ Johnson & Johnson | Add +12.8% | 0.37% | −0.02 |
| MCD McDonald's Corp. | Add +0.5% | 0.24% | −0.03 |
| GOVT iShares US Treasury Bond ETF | Add +5.9% | 1.69% | −0.03 |
| META Meta Platforms Inc. Class A | Add +0.1% | 1.04% | −0.03 |
| ORCL Oracle Corp. | Add +0.1% | 0.51% | −0.04 |
| SYK Stryker Corp. | Add +0.0% | 0.75% | −0.05 |
| XOM Exxon Mobil Corp. | Add +0.5% | 0.36% | −0.05 |
| HYMB SS SPDR N Ice HY Muni ETF | Add +2.6% | 1.01% | −0.06 |
| INTC Intel Corp. | Add +1.9% | 0.29% | −0.06 |
| AGG iShares Core U.S. Aggregate | Add +4.8% | 1.51% | −0.08 |
Options Activity Q3 2024 → Q4 2024
| SPY SS SPDR S&P 500 ETF Trust-US | call | Add +6.3% | 37,200 | $21.8M |
| AAPL Apple Inc. | put | Sold out | 7,100 | $1.7Mbefore exit |
| QQQ Invesco QQQ Trust Series 1 | put | Sold out | 1,800 | $879Kbefore exit |
| SYK Stryker Corp. | put | Sold out | 2,400 | $867Kbefore exit |
| HD Home Depot Inc. | put | Sold out | 1,800 | $729Kbefore exit |
| MSFT Microsoft Corp. | put | Sold out | 1,500 | $645Kbefore exit |
| ORCL Oracle Corp. | put | Sold out | 3,200 | $545Kbefore exit |
| QCOM Qualcomm Inc. | put | Sold out | 3,200 | $544Kbefore exit |
| META Meta Platforms Inc. Class A | put | Sold out | 800 | $458Kbefore exit |
| GOOGL Alphabet Inc. Class A | put | Sold out | 1,900 | $315Kbefore exit |
| SBUX Starbucks Corp. | put | Sold out | 3,100 | $302Kbefore exit |
| NKE Nike Inc. Class B | put | Sold out | 3,200 | $283Kbefore exit |
| WMT Walmart Inc. | put | Sold out | 3,300 | $266Kbefore exit |
| NVDA Nvidia Corp. | put | Sold out | 2,100 | $255Kbefore exit |
| CSCO Cisco Systems Inc. | put | Sold out | 4,100 | $218Kbefore exit |
| JNJ Johnson & Johnson | put | Sold out | 1,300 | $211Kbefore exit |
| SPY SS SPDR S&P 500 ETF Trust-US | put | Sold out | 300 | $172Kbefore exit |
| TXN Texas Instruments Inc. | put | Sold out | 800 | $165Kbefore exit |
| PEP Pepsico Inc. | put | Sold out | 900 | $153Kbefore exit |
| MCD McDonald's Corp. | put | Sold out | 500 | $152Kbefore exit |
| AMZN Amazon.com Inc. | put | Sold out | 800 | $149Kbefore exit |
| PG The Procter & Gamble Co. | put | Sold out | 700 | $121Kbefore exit |
| UNH Unitedhealth Group Inc. | put | Sold out | 200 | $117Kbefore exit |
| ACN Accenture PLC Class A | put | Sold out | 300 | $106Kbefore exit |
| MRK Merck & Co. Inc. | put | Sold out | 800 | $91Kbefore exit |
| LLY Eli Lilly & Co. | put | Sold out | 100 | $89Kbefore exit |
| JPM JPMorgan Chase & Co. | put | Sold out | 400 | $84Kbefore exit |
| CL Colgate-Palmolive Co. | put | Sold out | 800 | $83Kbefore exit |
| AXP American Express Co. | put | Sold out | 300 | $81Kbefore exit |
| CVX Chevron Corp. | put | Sold out | 500 | $74Kbefore exit |
| XOM Exxon Mobil Corp. | put | Sold out | 600 | $70Kbefore exit |
| RTX RTX Corp. | put | Sold out | 500 | $61Kbefore exit |
| KO The Coca-Cola Co. | put | Sold out | 800 | $57Kbefore exit |
| ELV Elevance Health Inc. | put | Sold out | 100 | $52Kbefore exit |
| ADBE Adobe Inc. | put | Sold out | 100 | $52Kbefore exit |
| INTC Intel Corp. | put | Sold out | 1,400 | $33Kbefore exit |
| GOOG Alphabet Inc. Class C | put | Sold out | 100 | $17Kbefore exit |
Calls and puts are listed by the shares they cover; their value is not part of the stock holdings above.
Notes & Other Activity Q3 2024 → Q4 2024
| EONR.WS HNR Acquisition Corp. -CW23 | *W EXP 11/15/202 | Add +12.4% | 191,735 | $11K |
Bonds, preferreds, convertibles and warrants; not part of the stock holdings or percentages above.
All Filings
| Quarter | Positions | 13F Reported Value | Top Holdings |
|---|---|---|---|
| Q2 2026 | 97 | $200.6M | AVLV, VGSH, SCHG, SGOV, AAPL |
| Q1 2026 | 92 | $179.2M | AVLV, SGOV, VGSH, SCHG, AAPL |
| Q4 2025 | 88 | $154.4M | AVLV, SCHG, VGSH, AAPL, DFAC |
| Q3 2025 | 89 | $146.4M | AVLV, SCHG, AAPL, VGSH, AVGO |
| Q2 2025 | 84 | $131.9M | AVLV, SCHG, VGSH, AAPL, SCHR |
| Q1 2025 | 82 | $117.1M | AVLV, SCHG, AAPL, VGSH, SCHR |
| Q4 2024 | 88 | $117.1M | AVLV, SCHG, AAPL, VGSH, DFAC |
| Q3 2024 | 88 | $110.8M | AVLV, SCHG, VGSH, AAPL, DFAC |
| Q2 2024 | 82 | $103.7M | AVLV, SCHG, VGSH, DFAC, AAPL |
| Q1 2024 | 84 | $100.7M | AVLV, SCHG, DFAC, VGSH, SCHR |