Firm Description and Advisory Services Heron Financial Group, LLC DBA Heron Wealth (HW) was incorporated in 2007 and is the successor business to Heron Capital Management, Inc., founded in 1996. HW was organized as a limited liability company under the laws of the State of New York in June 2007 and has offices in New York, New York. HW is registered as an investment advisor with United States Securities and Exchange Commission (“SEC”). HW offers personalized confidential financial planning, estate planning, and investment management to individuals and families, pension and profit - sharing plans, trusts, estates, charitable organizations and small businesses. Advice is provided through consultation with the client and depending on client needs, could include: determination of financial objectives, identification of financial problems, cash flow management, tax planning, insurance review, investment management, education funding, retirement planning, divorce planning and estate planning. In addition, HW will advise clients regarding cash flow, college planning, retirement planning, tax planning and estate planning, as needed. HW believes that investment advice is an integral part of financial planning. Therefore, HW does not offer financial planning as a stand-alone service. Clients are under no obligation to act upon any recommendations provided by HW, and may follow or disregard, wholly or in part, any information, recommendation or advice provided by us as part of our financial planning services. When providing financial planning and investment management services (“Wealth Management”), HW will advise on, and/or invest in a variety of securities including but not limited to: equities, corporate and municipal bonds, US treasuries, warrants, mutual funds (including exchange traded funds (ETFs)), and annuities. Please refer to Item 8 for further information on the types of securities and associated risks. In addition, as outlined in the agreement between the client and HW, from time to time, the firm will recommend or select, depending on the type of arrangement, one or more independent third-party advisers (“TPAs”) to manage all or part of a client’s assets. The determination to recommend/use a TPA will be based on a client’s investment objectives and restrictions, and HW’s belief that the investment strategy or strategies utilized by the TPAs are suitable for the client. HW will only recommend/use a TPA when the firm believes it is appropriate and in the client’s best interest. The type of arrangement with a TPA can be either through a sub-advisory agreement between HW and the TPA, or a direct agreement between the client and the TPA. Under both types of arrangements, the TPA has discretionary authority to manage the allocated assets. HW has the authority, via the agreement between HW and each client, to hire and fire TPAs when deemed to be in the best interest of a client. HW monitors the performance of the accounts being managed by each TPA to help ensure the TPAs’ strategies and investments remain aligned with client investment objectives. Each HW client that has assets managed by one or more TPAs receive a copy of each TPA’s Form ADV Part 2A (Disclosure Brochure) from the TPA at the beginning of the relationship. Clients should review the brochure in its entirety to fully understand the TPA’s services, fees, conflict areas, and risks surrounding their services. TPAs charge advisory fees that are outlined in their Disclosure Brochures and/or client agreements. These fees are in addition to the

advisory fees charged by HW and we do not receive any portion of the TPA fees. Please refer to Item 5 below for further details. HW does not act as a custodian of client assets. The client always maintains asset control. HW places trades for clients under a limited power of attorney. Please refer to Item 12 of this Brochure for additional information on our brokerage practices. A written evaluation of each client's initial situation is provided to the client, which is typically provided electronically via the eMoney platform, unless a client requests an alternative delivery method. Periodic reviews are also held with clients, either in person or by phone to discuss changes and provide reminders of the specific courses of action that need to be taken. More frequent reviews are performed by HW but are not necessarily communicated to the client unless changes are recommended. Other professionals (e.g., lawyers, accountants, insurance agents, etc.) are engaged directly by the client on an as-needed basis. In the unlikely event there is a conflict of interest between HW and the third-party professional, HW will take steps to address and disclose such conflict. The initial meeting with prospective clients, which may be by telephone or in person, is free of charge and is considered an exploratory interview to determine the extent to which financial planning and investment management may be beneficial to the prospective client. HW is strictly a fee-only financial planning and investment management firm. The firm does not receive commissions or other compensation for purchasing or selling annuities, insurance, stocks, bonds, mutual funds, limited partnerships, or other commissioned products. The firm is not affiliated with entities that sell financial products or securities. No commissions in any form are accepted. Please refer to Item 5 below for further information on the fees charged for our services. Principal Owner David Edwards, President, is a 100% stockholder. Assets Under Management As of December 31, 2022, HFG managed $433,024,459 in assets for 254 clients. $286,978,157 is managed on a discretionary basis, and $146,046,302 is managed on a non-discretionary basis. Tailored Relationships The financial goals and objectives for each client are documented in our client relationship management systems. Clients may impose restrictions on investing in certain securities or types of securities. Importantly, it is the client’s responsibility to inform HW of any changes to their goals and objectives. Most clients choose HW to manage their assets to obtain ongoing in-depth investment advice and financial and estate planning. All aspects of the client’s financial affairs are reviewed, including those of their children & grandchildren. Realistic and measurable goals are set and objectives to reach the goals that are defined. As goals and objectives change over time, suggestions are made and implemented on an ongoing basis. Investment Advisory Agreement A description of the scope of work and the fees we charge for our services is provided to each client in writing via a Wealth Advisory Agreement and this Form ADV Part 2A prior to the start of the relationship. The client or Heron may terminate the Agreement by providing written notice to the other party at least 7 days prior to date of termination. At termination, any earned unpaid fees will be billed on a pro rata basis for the portion of the month completed or waived at the discretion of HW. Agreements may not be assigned without client consent.