Heritage Financial LLC logo

Heritage Financial LLC

Updated today

Client assets under management

$375,786,557

Clients

350

38% high-net-worth

Advisors

6

of 7 employees

Firm type

Team

5-30 advisors or >$500M in AUM

Clients per advisor

58

Typical

Average account size

$1,073,676

About

Heritage Financial is a team-based advisory firm that provides investment management and financial planning to individuals, families, trusts, charitable organizations, small businesses, and corporations, managing roughly $408 million for about 350 clients across three offices. Like many team firms, it routinely combines ongoing portfolio management with financial planning and typically charges advisory fees based on a percentage of assets under management.

The firm begins client relationships with a LifeMap Discovery process that gathers both financial data and nonfinancial motivational factors, then develops personalized Core-and-Satellite asset allocation guidelines and implements portfolios—often using model portfolios and sub‑advisers on a discretionary basis. Heritage’s investment process emphasizes cost awareness and manager due diligence, and it may employ a range of instruments (mutual funds, ETFs, REITs, interval funds, MLPs, activist/ESG strategies) and limited tactical tools (margin or short sales) where suitable for a client’s objectives and risk tolerance.

Distinctive features disclosed in the brochure include the firm’s use of multiple third‑party providers (including FPAS, Dimensional, and AQR) and explicit disclosures about those arrangements—Heritage pays certain FPAS administration fees on clients’ behalf and also notes it receives compensation when clients invest in American Funds—and it maintains a membership with DPL to facilitate access to commission‑free insurance products. The firm’s public presentation of third‑party ratings (a practice uncommon among similar team firms), together with the structured LifeMap intake and the frequent delegation of core implementation to named sub‑advisers, are among its more noteworthy operating characteristics.

Client services

Financial planning Portfolio management Selection of other advisers

Expertise

ESG / Sustainable investing Private / alternative investments Real estate investing Business exit / sale strategy Long-term care insurance

Occupation focus

Founder/Business Owner Attorney Educators, Teachers, and Academics

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Fee options

Fixed

Financial planning fixed fees range from $1,000 to $20,000, negotiable and case-by-case.

Percentage

$0 - $500,000: 1.50% $500,001 - $1,000,000: 1.40% $1,000,001 - $2,500,000: 1.00% $2,500,001 - $10,000,000: 0.50% $10,000,001+: 0.30%

Commissions

Insurance products sold by one IAR receive customary commissions; HF receives compensation from American Funds ranging from 0.25% to 0.75% on assets invested.

Project-based

Financial planning hourly rate of $475 per hour, at discretion of HF.

Other

Fee-only: Financial planning fees range from $1,000 to $20,000 (fixed fee basis) or $475 per hour (hourly basis). Fees are negotiable.

Main office location

Heritage Financial LLC

7001 Heritage Village Plaza, Suite 190

Gainesville VA 20155, United States

Number of offices

3

Most active in

District of Columbia · Florida · Hawaii · Louisiana · Maryland · North Carolina · South Carolina · Texas · Virginia

Disclosures

Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.

Business activities & affiliations

Advisors at this firm

user avatar

Eric T

Series 65

Gainesville, VA

Heritage Financial LLC

Eric Thomas is a financial advisor at Heritage Financial LLC with a Series 65 designation and one year of industry experience. Prior to joining Heritage Financial, he worked in IT support at Texas Tech University and served nine years in the United States Marine Corps. Heritage Financial LLC provides investment management and financial planning services to individuals, families, trusts, charitable organizations, small businesses, and corporations. The firm uses a LifeMap Discovery process to develop tailored plans and constructs portfolios using a core-and-satellite approach with broadly diversified mutual funds and ETFs, often implementing strategies through independent third-party advisers.

ESG / Sustainable investing Private / alternative investments Real estate investing Business exit / sale strategy Long-term care insurance Founder/Business Owner Attorney Educators, Teachers, and Academics
user avatar

Andrew D

Series 65

Gainesville, VA

Heritage Financial LLC

Andrew Downey is a financial advisor at Heritage Financial LLC with one year of industry experience. He holds a Series 65 designation and has prior work history in education with Prince William County Public Schools and Culpeper County Public Schools. Heritage Financial LLC provides investment management and financial planning services to individuals, families, trusts, charitable organizations, small businesses, and corporations. The firm uses a LifeMap Discovery process to develop customized plans and employs a core-and-satellite portfolio approach, often utilizing independent third-party advisers for model implementation.

ESG / Sustainable investing Private / alternative investments Real estate investing Business exit / sale strategy Long-term care insurance Founder/Business Owner Attorney Educators, Teachers, and Academics
user avatar

David O

Series 65, Series 66

Gainesville, VA

Heritage Financial LLC

David O'Neill is a financial advisor at Heritage Financial LLC in Gainesville, VA, with eight years of industry experience. He holds Series 65 and Series 66 licenses and has been with Heritage Financial since 2018, previously working at Spire Investment Partners LLC. Outside of his advisory role, he is the sole member of SLOPESIDE LLC, a personal investment activity unrelated to his financial advising. Heritage Financial LLC provides investment management and financial planning services to individuals, families, trusts, charitable organizations, small businesses, and corporations. The firm uses a LifeMap Discovery process to develop customized plans and employs a core-and-satellite portfolio construction approach, often implementing strategies through independent third-party advisers.

ESG / Sustainable investing Private / alternative investments Real estate investing Business exit / sale strategy Long-term care insurance Founder/Business Owner Attorney Educators, Teachers, and Academics
user avatar

David M

Series 63, Series 65

Gainesville, VA

Heritage Financial LLC

David Morton is a financial advisor with Heritage Financial LLC in Bethesda, MD, holding Series 63 and Series 65 licenses and bringing 21 years of industry experience. He has worked at Heritage Financial since 2007, including its current form since 2016, and previously at The Strategic Financial Alliance and Acorn Financial Advisory Services. In addition to advisory work, he is a licensed insurance agent involved in fixed life and health insurance sales. Heritage Financial LLC provides investment management and financial planning to individuals, families, trusts, charitable organizations, small businesses, and corporations. The firm uses a LifeMap Discovery process to develop customized plans and constructs client portfolios with a core-and-satellite approach, often implementing strategies through independent third-party advisers.

ESG / Sustainable investing Private / alternative investments Real estate investing Business exit / sale strategy Long-term care insurance Founder/Business Owner Attorney Educators, Teachers, and Academics
user avatar

Aaron C

CFP®, Series 66

Gainesville, VA

Heritage Financial LLC

Aaron Clarke is a CFP® with 10 years of experience in financial advising. He is currently with Heritage Financial LLC and has held prior roles at firms including Halpern Financial, Inc. and Acorn Financial Advisory Services, Inc. Clarke is a volunteer board member and executive counsel member of the Financial Planning Association of the National Capital Area and owns a consulting and financial literacy business called Virtual Business Virtuosos dba Gig Wealthy. Heritage Financial LLC provides investment management and financial planning services to individuals, families, trusts, charitable organizations, small businesses, and corporations. The firm uses a LifeMap Discovery process to develop customized plans and constructs portfolios using a core-and-satellite approach with diversified mutual funds and ETFs, often implementing strategies through independent third-party advisers.

ESG / Sustainable investing Private / alternative investments Real estate investing Business exit / sale strategy Long-term care insurance Founder/Business Owner Attorney Educators, Teachers, and Academics
user avatar

Elizabeth C

Series 63, Series 65, Series 66

Gainesville, VA

Heritage Financial LLC

Elizabeth Clark is a financial advisor with Heritage Financial LLC in Gainesville, VA, holding Series 63, 65, and 66 licenses and 13 years of industry experience. She has worked at Heritage Financial since 2011 and is also involved with Intelligent Back Office Solutions, LLC, a private business focused on simplifying business transitions. Heritage Financial LLC provides investment management and financial planning services to individuals, families, trusts, charitable organizations, small businesses, and corporations, utilizing a core-and-satellite portfolio approach and collaborating with multiple third-party advisers.

ESG / Sustainable investing Private / alternative investments Real estate investing Business exit / sale strategy Long-term care insurance Founder/Business Owner Attorney Educators, Teachers, and Academics
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