# HERON ADVISORY INC.

HERON ADVISORY INC. of SAN FRANCISCO, CA is an SEC-registered investment adviser.

## Registration

- CRD: 327608
- Type: SEC-registered investment adviser
- SEC file number: 801-128703
- Location: 2601 MISSION STREET, SUITE 800, SAN FRANCISCO, CA, 94110
- Phone: 510-214-6602
- Latest filing: 2026-03-30
- Regulatory AUM: $37.7M
- Discretionary AUM: $37.7M
- Clients: 17
- Accounts: 285

## Business model

- Compensation: % of AUM
- Clients served: High net worth

## Officers, owners & control persons (7)

| Name | Role | Location |
| --- | --- | --- |
| Michael Samuel Sall | CHIEF EXECUTIVE OFFICER/CO-FOUNDER; CHIEF EXECUTIVE OFFICER/CO-FOUNDER/CCO | Covina, CA |
| Michael M Jen | HEAD OF COMPLIANCE | — |
| Blake Hamilton Lambert West | CHIEF TECHNOLOGY OFFICER/CO-FOUNDER | — |
| Christopher Robins | CHIEF COMPLIANCE OFFICER/GENERAL COUNSEL | — |
| JEN MICHAEL M | HEAD OF COMPLIANCE | — |
| ROBINS CHRISTOPHER | CHIEF COMPLIANCE OFFICER; CHIEF COMPLIANCE OFFICER/GENERAL COUNSEL | — |
| Sall Michael Samuel | CHIEF EXECUTIVE OFFICER | — |


## Related pages

- Form ADV Part 2 brochure: https://search.stillhousedata.com/firm/327608/brochure
- Similar advisers: https://search.stillhousedata.com/firm/327608/similar
- Related entities: https://search.stillhousedata.com/firm/327608/related
- SEC IAPD (source of record): https://adviserinfo.sec.gov/firm/summary/327608

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Source: public SEC Form ADV data via Adviser Search (https://search.stillhousedata.com).
Agents: this data is also queryable via MCP tools and read-only SQL — see https://search.stillhousedata.com/llms.txt.