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Heron Bay Capital Management, LLC
Form ADV Part 2A – Disclosure Brochure
Effective: March 28, 2025
This Form ADV Part 2A (“Disclosure Brochure”) provides information about the qualifications and business
practices of Heron Bay Capital Management, LLC (“HBCM” or the “Advisor”). If you have any questions about the
content of this Disclosure Brochure, please contact the Advisor at (248) 970-0900.
HBCM is an investment advisor registered with the U.S. Securities and Exchange Commission (“SEC”). The
information in this Disclosure Brochure has not been approved or verified by the SEC or by any state securities
authority. Registration of an investment advisor does not imply any specific level of skill or training. This Disclosure
Brochure provides information about HBCM to assist you in determining whether to retain the Advisor.
Additional information about HBCM and its Advisory Persons is available on the SEC’s website at
www.adviserinfo.sec.gov by searching with the Advisor’s firm name or CRD# 305537.
Heron Bay Capital Management, LLC
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Item 2 – Material Changes
Form ADV 2 is divided into two parts: Part 2A (the "Disclosure Brochure") and Part 2B (the "Brochure
Supplement"). The Disclosure Brochure provides information about a variety of topics relating to an Advisor’s
business practices and conflicts of interest. The Brochure Supplement provides information about the Advisory
Persons of Heron Bay Capital. For convenience, the Advisor has combined these documents into a single
disclosure document.
HBCM believes that communication and transparency are the foundation of its relationship with clients and will
continually strive to provide you with complete and accurate information at all times. HBCM encourages all current
and prospective clients to read this Disclosure Brochure and discuss any questions you may have with the Advisor.
Material Changes
The following material changes have been made to this Disclosure Brochure since the last annual amendment filing
on March 31st, 2024:
• The Advisor has amended its fees for Investment Advisory Services. Please see Item 5 for additional
information.
• The Advisor has amended its minimum required fees. Please see Item 7 for additional information.
• The Advisor has appointed Kevin Kuhl, CPA as Chief Compliance Officer.
• The Advisor now offers Participant Account Management. Please see Items 4 and 5 for additional
information.
Future Changes
From time to time, the Advisor may amend this Disclosure Brochure to reflect changes in business practices,
changes in regulations or routine annual updates as required by the securities regulators. This complete Disclosure
Brochure or a Summary of Material Changes shall be provided to you annually and if a material change occurs.
At any time, you may view the current Disclosure Brochure on-line at the SEC’s Investment Adviser Public
Disclosure website at www.adviserinfo.sec.gov by searching with the Advisor’s firm name or CRD# 305537. You
may also request a copy of this Disclosure Brochure at any time by contacting the Advisor at (248) 970-0900.
Heron Bay Capital Management
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Page 2
Item 3 – Table of Contents
Item 1 – Cover Page ............................................................................................................................................... 1
Item 2 – Material Changes ..................................................................................................................................... 2
Item 3 – Table of Contents .................................................................................................................................... 3
Item 4 – Advisory Services ................................................................................................................................... 4
A. Firm Information ............................................................................................................................................................. 4
B. Advisory Services Offered .............................................................................................................................................. 4
C. Client Account Management .......................................................................................................................................... 5
D. Wrap Fee Programs ....................................................................................................................................................... 6
E. Assets Under Management ............................................................................................................................................ 6
Item 5 – Fees and Compensation ......................................................................................................................... 6
A. Fees for Advisory Services ............................................................................................................................................. 6
B. Fee Billing ....................................................................................................................................................................... 6
C. Other Fees and Expenses ............................................................................................................................................. 7
D. Advance Payment of Fees and Termination .................................................................................................................. 7
E. Compensation for Sales of Securities ............................................................................................................................ 7
Item 6 – Performance-Based Fees and Side-By-Side Management .................................................................. 7
Item 7 – Types of Clients ....................................................................................................................................... 7
Item 8 – Methods of Analysis, Investment Strategies and Risk of Loss .......................................................... 8
A. Methods of Analysis ....................................................................................................................................................... 8
B. Risk of Loss .................................................................................................................................................................... 8
Item 9 – Disciplinary Information ......................................................................................................................... 9
Item 10 – Other Financial Industry Activities and Affiliations ........................................................................... 9
Item 11 – Code of Ethics, Participation or Interest in Client Transactions and Personal Trading ................ 9
A. Code of Ethics ................................................................................................................................................................ 9
B. Personal Trading with Material Interest ........................................................................................................................ 10
C. Personal Trading in Same Securities as Clients .......................................................................................................... 10
D. Personal Trading at Same Time as Client ................................................................................................................... 10
Item 12 – Brokerage Practices ............................................................................................................................ 10
A. Recommendation of Custodian[s] ................................................................................................................................ 10
B. Aggregating and Allocating Trades .............................................................................................................................. 11
Item 13 – Review of Accounts ............................................................................................................................ 11
A. Frequency of Reviews .................................................................................................................................................. 11
B. Causes for Reviews ..................................................................................................................................................... 11
C. Review Reports ............................................................................................................................................................ 11
Item 14 – Client Referrals and Other Compensation ........................................................................................ 12
A. Compensation Received by Heron Bay Capital ........................................................................................................... 12
B. Compensation for Client Referrals ............................................................................................................................... 12
Item 15 – Custody ................................................................................................................................................ 12
Item 16 – Investment Discretion ......................................................................................................................... 13
Item 17 – Voting Client Securities ...................................................................................................................... 13
Item 18 – Financial Information .......................................................................................................................... 13
Privacy Policy ...................................................................................................................................................... 14
Heron Bay Capital Management
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Page 3
Item 4 – Advisory Services
A. Firm Information
Heron Bay Capital Management, LLC (“HBCM” or the “Advisor”) is a registered investment advisor with the U.S.
Securities and Exchange Commission. The Advisor is organized as a Limited Liability Company (LLC) under the
laws of the State of Michigan. HBCM was founded in March 2019 and is jointly owned by the staff of HBCM and is
operated by Paul Seizert (Chief Operating Officer), Gerald Seizert (Managing Partner and Managing Member). This
Disclosure Brochure provides information regarding the qualifications, business practices, and the advisory
services provided by Heron Bay Capital.
B. Advisory Services Offered
HBCM offers investment advisory services to individuals, high net worth individuals, trusts, estates, and institutions
each referred to as a “Client”.
The Advisor serves as a fiduciary to Clients, as defined under the applicable laws and regulations. As a fiduciary,
the Advisor upholds a duty of loyalty, fairness and good faith towards each Client and seeks to mitigate potential
conflicts of interest. Heron Bay Capital's fiduciary commitment is further described in the Advisor’s Code of Ethics.
For more information regarding the Code of Ethics, please see Item 11 – Code of Ethics, Participation or Interest in
Client Transactions and Personal Trading.
Investment Management Services
HBCM provides customized investment advisory solutions for its Clients. This is achieved through continuous
personal Client contact and interaction while providing discretionary investment management and related advisory
services. HBCM works with each Client to identify their investment goals and objectives as well as risk tolerance
and financial situation in order to create a portfolio strategy. HBCM will then construct an investment portfolio,
consisting of primarily of stocks and low-cost exchange-traded funds (“ETFs”) to achieve the Client’s investment
goals. The Advisor may also utilize bonds, preferred stock, options, and closed-end funds to meet the needs of its
Clients. The Advisor may retain other types of investments from the Client’s legacy portfolio due to fit with the
overall portfolio strategy, tax-related reasons, or other reasons as identified between the Advisor and the Client.
Heron Bay Capital’s investment strategies are primarily long-term focused, but the Advisor may buy, sell or re-
allocate positions that have been held for less than one year to meet the objectives of the Client or due to market
conditions. HBCM will construct, implement and monitor the portfolio to ensure it meets the goals, objectives,
circumstances, and risk tolerance of the Client. Each Client will have the opportunity to place reasonable
restrictions on the types of investments to be held in their respective portfolio, subject to acceptance by the Advisor.
HBCM evaluates and selects investments for inclusion in Client portfolios only after applying its internal due
diligence process. HBCM may recommend, on occasion, redistributing investment allocations to diversify the
portfolio. HBCM may recommend specific positions to increase sector or asset class weightings. The Advisor may
recommend employing cash positions as a possible hedge against market movement. HBCM may recommend
selling positions for reasons that include, but are not limited to, harvesting capital gains or losses, business or
sector risk exposure to a specific security or class of securities, overvaluation or overweighting of the position[s] in
the portfolio, change in risk tolerance of the Client, generating cash to meet Client needs, or any risk deemed
unacceptable for the Client’s risk tolerance.
Institutional Investment Management: HBCM provides investment management services to Institutional Clients
such as Pensions, Endowments, Foundations, and Taft-Hartley Funds. Institutional Clients typically provide an
Investment Policy Statement (IPS), prepared by the institution or through an institutional investment consultant.
HBCM will then purchase, sell, or hold individual equity securities, as appropriate, for the client’s specific needs and
circumstances, including, but not limited to, cash flow needs, time horizons for benefit payments, and investment
objectives.
Sub-Advisory Relationships: HBCM offers discretionary sub-advisory services to separately managed accounts for
certain Clients. Generally, the sponsor of the program will provide the Client with servicing, including but not limited
Heron Bay Capital Management
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Page 4
to, ongoing monitoring of investment positions and portfolio reporting, while HBCM is responsible for the
management and investment of assets provided.
Participant Account Management: As part of the Advisor’s Investment Management Services, when appropriate,
the Advisor will use a third-party platform to facilitate management of held away assets such as defined contribution
plan participant accounts, with discretion. The platform allows the Advisor to avoid being considered to have
custody of Client funds since the Advisor does not have direct access to Client log-in credentials to affect trades.
The Advisor is not affiliated with the platform in any way and do not receive compensation from them for using their
platform. A link will be provided to the Client allowing them to connect an account(s) to the platform. Once Client
account(s) is connected to the platform, the Advisor will review the current account allocations. When deemed
necessary, the Advisor will rebalance the account considering client investment goals and risk tolerance, and
changes in allocations will take into account current economic and market trends. The goal is to improve account
performance over time, minimize loss during difficult markets, and manage internal fees that harm account
performance. Client account(s) will be reviewed at least quarterly and allocation changes will be made as deemed
necessary.
At no time will HBCM accept or maintain custody of a Client’s funds or securities, except for the limited authority as
outlined in Item 15 – Custody. All Client assets will be managed within the designated account[s] at the Custodian,
pursuant to the terms of the advisory agreement. Please see Item 12 – Brokerage Practices.
Financial Planning: As part of the investment management services, the Advisor may provide an incidental financial
plan or consultation which may include general recommendations for a course of activity or specific actions to be
taken by the Client, based on Client requests. Recommendations may be made that the Client start or revise their
investment programs, commence or alter retirement savings, establish education savings, charitable giving
programs, or engage a third party for tax or accounting purposes.
Retirement Accounts- When the Advisor provides investment advice to Clients regarding ERISA retirement
accounts or individual retirement accounts (“IRAs”), the Advisor is a fiduciary within the meaning of Title I of the
Employee Retirement Income Security Act (“ERISA”) and/or the Internal Revenue Code (“IRC”), as applicable,
which are laws governing retirement accounts. When deemed to be in the Client’s best interest, the Advisor will
provide investment advice to a Client regarding a distribution from an ERISA retirement account or to roll over the
assets to an IRA, or recommend a similar transaction including rollovers from one ERISA sponsored Plan to
another, one IRA to another IRA, or from one type of account to another account (e.g. commission-based account
to fee-based account). Such a recommendation creates a conflict of interest if the Advisor will earn a new (or
increase its current) advisory fee as a result of the transaction. No client is under any obligation to roll over a
retirement account to an account managed by the Advisor.
C. Client Account Management
Prior to engaging HBCM to provide investment advisory services, each Client is required to enter into an agreement
with the Advisor that define the terms, conditions, authority and responsibilities of the Advisor and the Client. These
services may include:
• Establishing an Investment Strategy – HBCM, in connection with the Client, will develop a strategy that
seeks to achieve the Client’s goals and objectives.
• Asset Allocation – HBCM will develop a strategic asset allocation that is targeted to meet the investment
objectives, time horizon, financial situation and tolerance for risk for each Client.
• Portfolio Construction – HBCM will develop a portfolio for the Client that is intended to meet the stated
goals and objectives of the Client.
•
Investment Management and Supervision – HBCM will provide investment management and ongoing
oversight of the Client’s investment portfolio.
Heron Bay Capital Management
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Page 5
D. Wrap Fee Programs
HBCM does not manage or place Client assets into a wrap fee program. Investment management services are
provided directly by HBCM.
E. Assets Under Management
As of December 31, 2024, HBCM manages $605,214,470 in Client assets, $580,349,802 of which are managed on
a discretionary basis, and $24,864,668 is managed on a non-discretionary basis. Clients may request more current
information at any time by contacting the Advisor.
Item 5 – Fees and Compensation
The following paragraphs detail the fee structure and compensation methodology for services provided by the
Advisor. Each Client engaging the Advisor for services described herein shall be required to enter into an
agreement with the Advisor.
A. Fees for Advisory Services
Investment Management Services
Investment advisory fees are paid in arrears of each calendar quarter, pursuant to the terms of the investment
advisory agreement. Investment advisory fees are based on the market value of assets under management using an
average daily balance from the calendar quarter. Investment advisory fees are based on the following schedule:
Annual Rate (%)
1.00%
0.90%
0.80%
0.70%
0.60%
0.50%
Assets Under Management ($)
Up to $2,000,000
$2,000,001 to $5,000,000
$5,000,001 to $10,000,000
$10,000,001 to $20,000,000
$20,000,001 to $50,000,000
Over $50,000,000
*Clients in small cap core allocations are charged at flat rate of up to 1.50%
*The Advisor has a minimum annual fee of $500 per account.
The investment advisory fee in the first quarter of service is prorated from the inception date of the account[s] to the
end of the first quarter. Fees may be negotiable at the sole discretion of the Advisor. The Client’s fees will take into
consideration the aggregate assets under management with the Advisor. All securities held in accounts managed by
HBCM will be independently valued by the Custodian. HBCM will conduct periodic reviews of the Custodian’s
valuations. Certain Clients may be charged pursuant to a legacy fee schedule that differs from the above.
Participant Account Management: Fees associated with the Participant Account Management will be paid quarterly,
pursuant to the terms of the agreement. These fees will range up to 1.00% annually, based on the average daily
balance of the assets under management at the end of the quarter.
B. Fee Billing
Investment Management Services
Investment advisory fees are generally calculated by the Advisor, or its delegate, and deducted from the Client’s
account[s] at the Custodian. The Advisor shall send an invoice to the Custodian indicating the amount of the fees to
be deducted from the Client’s account[s] at the respective quarter end date. The amount due is calculated by
applying the quarterly rate (annual rate divided by 365 multiplied by the number of days in the quarter) to the total
assets under management with HBCM based on the average daily balance of the calendar quarter. Clients will be
provided with a statement, at least quarterly, from the Custodian reflecting deduction of the investment advisory fee.
Clients are urged to also review and compare the statement provided by the Advisor to the brokerage statement from
the Custodian, as the Custodian does not perform a verification of fees. Clients provide written authorization permitting
advisory fees to be deducted by HBCM to be paid directly from their account[s] held by the Custodian as part of the
investment advisory agreement and separate account forms provided by the Custodian. Depending on the terms of
the engagement, the Advisor may also collect fees directly from the Client.
Heron Bay Capital Management
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Page 6
Participant Account Management: Investment advisory fees are calculated by the third party platform and deducted
pursuant to the terms of the investment advisory agreement. The amount due is calculated by applying the
quarterly rate (annual rate divided by the number of days in the quarter) to the average daily balance of the assets
throughout the quarter.
C. Other Fees and Expenses
Clients may incur certain fees or charges imposed by third parties, other than Heron Bay Capital, in connection with
investments made on behalf of the Client’s account[s]. The Client is responsible for all custody and securities
execution fees charged by the Custodian, as applicable. The Advisor's recommended Custodian does not charge
securities transaction fees for ETF and equity trades in a Client's account, provided that the account meets the
terms and conditions of the Custodian's brokerage requirements. However, the Custodian typically charges for
mutual funds and other types of investments. The fees charged by HBCM are separate and distinct from these
custody and execution fees.
In addition, all fees paid to HBCM for investment advisory services are separate and distinct from the expenses
charged by mutual funds and ETFs to their shareholders, if applicable. These fees and expenses are described in
each fund’s prospectus. These fees and expenses will generally be used to pay management fees for the funds,
other fund expenses, account administration (e.g., custody, brokerage and account reporting), and a possible
distribution fee. A Client may be able to invest in these products directly, without the services of Heron Bay Capital,
but would not receive the services provided by HBCM which are designed, among other things, to assist the Client
in determining which products or services are most appropriate for each Client’s financial situation and objectives.
Accordingly, the Client should review both the fees charged by the fund[s] and the fees charged by HBCM to fully
understand the total fees to be paid. Please refer to Item 12 – Brokerage Practices for additional information.
D. Advance Payment of Fees and Termination
Investment Management Services
HBCM may be compensated for its investment management services at the end of the quarter after services are
rendered. Either party may terminate the investment advisory agreement, at any time, by providing advance written
notice to the other party. The Client may also terminate the investment advisory agreement within five (5) business
days of signing the Advisor’s agreement at no cost to the Client. After the five-day period, the Client will incur charges
for bona fide advisory services rendered to the point of termination and such fees will be due and payable by the
Client. The Client’s investment advisory agreement with the Advisor is non-transferable without the Client’s prior
consent.
E. Compensation for Sales of Securities
HBCM does not buy or sell securities to earn commissions and does not receive any compensation for securities
transactions in any Client account, other than the investment advisory fees noted above.
Item 6 – Performance-Based Fees and Side-By-Side Management
HBCM does not charge performance-based fees for its investment advisory services. The fees charged by HBCM
are as described in Item 5 above and are not based upon the capital appreciation of the funds or securities held by
any Client.
HBCM does not manage any proprietary investment funds or limited partnerships (for example, a mutual fund or a
hedge fund) and has no financial incentive to recommend any particular investment options to its Clients.
Item 7 – Types of Clients
HBCM offers investment advisory services to individuals, high net worth individuals, trusts, estates, and institutions.
The amount of each type of Client is available on Heron Bay Capital’s Form ADV Part 1A. These amounts may
change over time and are updated at least annually by the Advisor. HBCM generally charges a minimum annual
advisory fee of $500 per Client account. The Advisor may waive this fee at its sole discretion.
Heron Bay Capital Management
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Page 7
Item 8 – Methods of Analysis, Investment Strategies and Risk of Loss
A. Methods of Analysis
HBCM primarily employs a fundamental, technical and cyclical analysis method in developing investment strategies
for its Clients. The Advisor may also utilize technical and cyclical analysis methods when recommending certain
securities. Research and analysis from HBCM are derived from numerous sources, including financial media
companies, third-party research materials, Internet sources, and review of company activities, including annual
reports, prospectuses, press releases and research prepared by others.
Fundamental analysis utilizes economic and business indicators as investment selection criteria. This criteria
consists generally of ratios and trends that may indicate the overall strength and financial viability of the entity being
analyzed. Assets are deemed suitable if they meet certain criteria to indicate that they are a strong investment with
a value discounted by the market. While this type of analysis helps the Advisor in evaluating a potential investment,
it does not guarantee that the investment will increase in value. Assets meeting the investment criteria utilized in
the fundamental analysis may lose value and may have negative investment performance. The Advisor monitors
these economic indicators to determine if adjustments to strategic allocations are appropriate. More details on the
Advisor’s review process are included below in Item 13 – Review of Accounts.
Technical analysis involves the analysis of past market data rather than specific company data in determining the
recommendations made to clients. Technical analysis may involve the use of charts to identify market patterns and
trends, which may be based on investor sentiment rather than the fundamentals of the company. The primary risk
in using technical analysis is that spotting historical trends may not help to predict such trends in the future. Even if
the trend will eventually reoccur, there is no guarantee that HBCM will be able to accurately predict such a
reoccurrence.
Cyclical analysis is similar to technical analysis in that it involves the analysis of market conditions at a macro
(entire market/economy) or micro (company specific) level, rather than the overall fundamental analysis of the
health of the particular company that HBCM is recommending. The risks with cyclical analysis are similar to those
of technical analysis.
As noted above, HBCM generally employs a long-term investment strategy for its Clients, as consistent with their
financial goals. HBCM will typically hold all or a portion of a security for more than a year, but may hold for shorter
periods for the purpose of rebalancing a portfolio or meeting the cash needs of Clients. At times, HBCM may also
buy and sell positions that are more short-term in nature, depending on the goals of the Client and/or the
fundamentals of the security, sector or asset class.
B. Risk of Loss
Investing in securities involves certain investment risks. Securities may fluctuate in value or lose value. Clients
should be prepared to bear the potential risk of loss. HBCM will assist Clients in determining an appropriate
strategy based on their tolerance for risk and other factors noted above. However, there is no guarantee that a
Client will meet their investment goals. Please see Item 8.B. for risks associated with the Advisor’s investment
strategies as well as general risks of investing.
While the methods of analysis help the Advisor in evaluating a potential investment, it does not guarantee that the
investment will increase in value. Assets meeting the investment criteria utilized in these methods of analysis may
lose value and may have negative investment performance. The Advisor monitors these economic indicators to
determine if adjustments to strategic allocations are appropriate. More details on the Advisor’s review process are
included below in Item 13 – Review of Accounts.
Each Client engagement will entail a review of the Client's investment goals, financial situation, time horizon,
tolerance for risk and other factors to develop an appropriate strategy for managing a Client's account. Client
participation in this process, including full and accurate disclosure of requested information, is essential for the
analysis of a Client's account[s]. The Advisor shall rely on the financial and other information provided by the Client
or their designees without the duty or obligation to validate the accuracy and completeness of the provided
Heron Bay Capital Management
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Page 8
information. It is the responsibility of the Client to inform the Advisor of any changes in financial condition, goals or
other factors that may affect this analysis.
The risks associated with a particular strategy are provided to each Client in advance of investing Client accounts.
The Advisor will work with each Client to determine their tolerance for risk as part of the portfolio construction
process. Following are some of the risks associated with the Advisor’s investment strategies:
Market Risk
The price of a security, bond, or mutual fund may drop in reaction to tangible and intangible events and conditions.
This type of risk is caused by external factors independent of a security’s particular underlying circumstances. For
example, political, economic and social conditions may trigger market events.
Bonds
Bonds are subject to specific risks, including the following: (1) interest rate risks, i.e. the risk that bond prices will fall
if interest rates rise, and vice versa, the risk depends on two things, the bond's time to maturity, and the coupon
rate of the bond. (2) reinvestment risk, i.e. the risk that any profit gained must be reinvested at a lower rate than
was previously being earned, (3) inflation risk, i.e. the risk that the cost of living and inflation increase at a rate that
exceeds the income investment thereby decreasing the investor’s rate of return, (4) credit default risk, i.e. the risk
associated with purchasing a debt instrument which includes the possibility of the company defaulting on its
repayment obligation, (5) rating downgrades, i.e. the risk associated with a rating agency’s downgrade of the
company’s rating which impacts the investor’s confidence in the company’s ability to repay its debt and (6) Liquidity
Risks, i.e. the risk that a bond may not be sold as quickly as there is no readily available market for the bond.
Options
Investments in options contracts have the risk of losing value in a relatively short period of time. Option contracts
are leveraged instruments that allow the holder of a single contract to control many shares of an underlying stock.
This leverage can compound gains or losses.
Past performance is not a guarantee of future returns. Investing in securities and other investments involve
a risk of loss that each Client should understand and be willing to bear. Clients are reminded to discuss
these risks with the Advisor.
Item 9 – Disciplinary Information
There are no legal, regulatory or disciplinary events involving HBCM or its management person[s]. HBCM
values the trust Clients place in the Advisor. The Advisor encourages Clients to perform the requisite due diligence
on any advisor or service provider that the Client engages. The backgrounds of the Advisor or Advisory Persons
are available on the Investment Adviser Public Disclosure website at www.adviserinfo.sec.gov by searching with
the Advisor’s firm name or CRD# 305537.
Item 10 – Other Financial Industry Activities and Affiliations
Advent Convertible and Income Fund
Mr. Gerald Seizert serves as a Board Member of the Advent Convertible and Income Fund. This activity poses a
conflict of interest where Mr. Seizert may spend time away from the Advisor, where he also receives additional
compensation. The Advisor does not generally recommend that Clients invest in the fund, however if Clients are
invested in the fund, the Advisor will not charge fees on the assets invested in the fund.
Item 11 – Code of Ethics, Participation or Interest in Client Transactions and Personal Trading
A. Code of Ethics
HBCM has implemented a Code of Ethics (the “Code”) that defines the Advisor’s fiduciary commitment to each
Client. This Code applies to all persons associated with HBCM (“Supervised Persons”). The Code was developed
to provide general ethical guidelines and specific instructions regarding the Advisor’s duties to each Client. HBCM
and its Supervised Persons owe a duty of loyalty, fairness and good faith towards each Client. It is the obligation of
Heron Bay Capital Management
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Page 9
Heron Bay Capital’s Supervised Persons to adhere not only to the specific provisions of the Code, but also to the
general principles that guide the Code. The Code covers a range of topics that address employee ethics and
conflicts of interest. To request a copy of the Code, please contact the Advisor at (248) 970-0900.
B. Personal Trading with Material Interest
HBCM allows Supervised Persons to purchase or sell the same securities that may be recommended to and
purchased on behalf of Clients. HBCM does not act as principal in any transactions. In addition, the Advisor does
not act as the general partner of a fund or advise an investment company. HBCM does not have a material interest
in any securities traded in Client accounts.
C. Personal Trading in Same Securities as Clients
HBCM allows Supervised Persons to purchase or sell the same securities that may be recommended to and
purchased on behalf of Clients. Owning the same securities that are recommended (purchase or sell) to Clients
presents a conflict of interest that, as fiduciaries, must be disclosed to Clients and mitigated through policies and
procedures. As noted above, the Advisor has adopted the Code to address insider trading (material non-public
information controls); gifts and entertainment; outside business activities and personal securities reporting. When
trading for personal accounts, Supervised Persons have a conflict of interest if trading in the same securities. The
fiduciary duty to act in the best interest of its Clients can be violated if personal trades are made with more
advantageous terms than Client trades, or by trading based on material non-public information. This risk is
mitigated by HBCM conducting a coordinated review of personal accounts and the accounts of the Clients. The
Advisor has also adopted written policies and procedures to detect the misuse of material, non-public information.
D. Personal Trading at Same Time as Client
While HBCM allows Supervised Persons to purchase or sell the same securities that may be recommended to and
purchased on behalf of Clients, such trades are typically aggregated with Client orders or traded afterwards. At no
time will Heron Bay Capital, or any Supervised Person of Heron Bay Capital, transact in any security to the
detriment of any Client.
Item 12 – Brokerage Practices
A. Recommendation of Custodian[s]
HBCM does not have discretionary authority to select the broker-dealer/custodian for custody and execution
services. The Client will engage the broker-dealer/custodian (herein the "Custodian") to safeguard Client assets
and authorize HBCM to direct trades to the Custodian as agreed upon in the investment advisory agreement.
Further, HBCM does not have the discretionary authority to negotiate commissions on behalf of Clients on a trade-
by-trade basis. The Client may also authorize the Advisor to trade securities away from the Custodian and arrange
for delivery of these securities to the Client’s account[s] at the Custodian or another custodian designated by the
Client. For such “trade-away” arrangements, the Custodian may charge a separate trade-away fee in addition to the
securities commissions. These trade-away fees are in addition to any commissions and other brokerage fees
charged by the executing broker-dealer.
HBCM will generally recommend that Clients establish their account[s] at Charles Schwab & Co., Inc. (“Schwab”), a
FINRA-registered broker-dealer and member SIPC. Schwab will serve as the Client’s “qualified custodian”. HBCM
maintains an institutional relationship with Schwab, whereby the Advisor receives economic benefits from Schwab
(Please see Item 14 below.)
Where HBCM does not exercise discretion over the selection of the Custodian, it may recommend the Custodian to
Clients for custody and execution services. Clients are not obligated to use the recommended Custodian and will
not incur any extra fee or cost from the Advisor associated with using a custodian not recommended by Heron Bay
Capital. However, the Advisor may be limited in the services it can provide if the recommended Custodian is not
engaged. HBCM may recommend the Custodian based on criteria such as, but not limited to, reasonableness of
commissions charged to the Client, services made available to the Client, and its reputation and/or the location of
the Custodian’s offices.
Heron Bay Capital Management
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Page 10
Following are additional details regarding the brokerage practices of the Advisor:
1. Soft Dollars - Soft dollars are revenue programs offered by broker-dealers/custodians whereby an advisor
enters into an agreement to place security trades with a broker-dealer/custodian in exchange for research and
other services. HBCM does not participate in soft dollar programs sponsored or offered by any broker-
dealer/custodian. However, the Advisor receives certain economic benefits from the Custodian. Please see
Item 14 below.
2. Brokerage Referrals - HBCM does not receive any compensation from any third party in connection with the
recommendation for establishing an account.
3. Directed Brokerage - Clients are generally serviced on a “directed brokerage basis”, where HBCM will place
trades within the established account[s] at the Custodian designated by the Client. Further, all Client accounts are
traded within their respective account[s]. The Advisor will not engage in any principal transactions (i.e., trade of any
security from or to the Advisor’s own account) or cross transactions with other Client accounts (i.e., purchase of a
security into one Client account from another Client’s account[s]). HBCM will not be obligated to select competitive
bids on securities transactions and does not have an obligation to seek the lowest available transaction costs.
These costs are determined by the Custodian.
4. Prime Brokerage - The Advisor may execute securities transactions either through the Custodian or through
another unaffiliated broker-dealer in connection with a prime brokerage relationship established with the
Custodian. Should a Client’s account[s] make use of prime brokerage, the Client is required to execute additional
agreement[s] with the Custodian authorizing the Advisor to trade-away from and settle to the Client’s established
account[s] at the Custodian. The Custodian may charge an additional trade-away fee for these transactions in
addition to the normal securities transaction costs.
B. Aggregating and Allocating Trades
The primary objective in placing orders for the purchase and sale of securities for Client accounts is to obtain the
most favorable net results taking into account such factors as 1) price, 2) size of the order, 3) difficulty of execution,
4) confidentiality and 5) skill required of the Custodian. HBCM will execute its transactions through the Custodian
as authorized by the Client. HBCM may aggregate orders in a block trade or trades when securities are purchased
or sold through the Custodian for multiple (discretionary) accounts in the same trading day. If a block trade cannot
be executed in full at the same price or time, the securities actually purchased or sold by the close of each business
day must be allocated in a manner that is consistent with the initial pre-allocation or other written statement. This
must be done in a way that does not consistently advantage or disadvantage any particular Clients’ accounts.
Item 13 – Review of Accounts
A. Frequency of Reviews
Securities in Client accounts are monitored on a regular and continuous basis by the Advisor. Formal reviews are
generally conducted at least annually or more frequently depending on the needs of the Client.
B. Causes for Reviews
In addition to the investment monitoring noted in Item 13.A, each Client account shall be reviewed at least annually.
Reviews may be conducted more frequently at the Client’s request. Accounts may be reviewed as a result of major
changes in economic conditions, known changes in the Client’s financial situation, and/or large deposits or
withdrawals in the Client’s account[s]. The Client is encouraged to notify HBCM if changes occur in the Client’s
personal financial situation that might adversely affect the Client’s investment plan. Additional reviews may be
triggered by material market, economic or political events.
C. Review Reports
The Client will receive brokerage statements no less than quarterly from the Custodian. These brokerage
statements are sent directly from the Custodian to the Client. The Client may also establish electronic access to the
Custodian’s website so that the Client may view these reports and their account activity. Client brokerage
Heron Bay Capital Management
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Page 11
statements will include all positions, transactions and fees relating to the Client’s account[s]. The Advisor may also
provide Clients with periodic reports regarding their holdings, allocations, and performance.
Item 14 – Client Referrals and Other Compensation
A. Compensation Received by Heron Bay Capital
HBCM is a fee-based advisory firm, that is compensated solely by its Clients and not from any investment product.
HBCM does not receive commissions or other compensation from product sponsors, broker-dealers or any unrelated
third party. HBCM may refer Clients to various unaffiliated, non-advisory professionals (e.g. attorneys, accountants,
estate planners) to provide certain financial services necessary to meet the goals of its Clients. Likewise, HBCM may
receive non-compensated referrals of new Clients from various third-parties.
Participation in Institutional Advisor Platform
HBCM has established an institutional relationship with Schwab through its “Schwab Advisor Services” unit, a
division of Schwab dedicated to serving independent advisory firms like HBCM. As a registered investment advisor
participating on the Schwab Advisor Services platform, HBCM receives access to software and related support
without cost because the Advisor renders investment management services to Clients that maintain assets at
Schwab. Services provided by Schwab Advisor Services benefit the Advisor and many, but not all services
provided by Schwab will benefit Clients. In fulfilling its duties to its Clients, the Advisor endeavors at all times to put
the interests of its Clients first. Clients should be aware, however, that the receipt of economic benefits from a
custodian creates a potential conflict of interest since these benefits may influence the Advisor's recommendation
of this custodian over one that does not furnish similar software, systems support, or services.
Services that Benefit the Client – Schwab’s institutional brokerage services include access to a broad range of
investment products, execution of securities transactions, and custody of Client’s funds and securities. Through
Schwab, the Advisor may be able to access certain investments and asset classes that the Client would not be able
to obtain directly or through other sources. Further, the Advisor may be able to invest in certain mutual funds and
other investments without having to adhere to investment minimums that might be required if the Client were to
directly access the investments.
Services that May Indirectly Benefit the Client – Schwab provides participating advisors with access to technology,
research, discounts and other services. In addition, the Advisor receives duplicate statements for Client accounts,
the ability to deduct advisory fees, trading tools, and back office support services as part of its relationship with
Schwab. These services are intended to assist the Advisor in effectively managing accounts for its Clients, but may
not directly benefit all Clients.
Services that May Only Benefit the Advisor – Schwab also offers other services to HBCM that may not benefit the
Client, including: educational conferences and events, financial start-up support, consulting services and discounts
for various service providers. Access to these services creates a financial incentive for the Advisor to recommend
Schwab, which results in a potential conflict of interest. HBCM believes, however, that the selection of Schwab as
Custodian is in the best interests of its Clients.
B. Compensation for Client Referrals
Certain Clients may be referred to the Advisor by either an affiliated or unaffiliated party (“Promoter”) and receive,
directly or indirectly, compensation for the Client referral. In such instances, the Advisor will compensate the
Promoter a fee in accordance with Rule 206(4)-1 of the Advisers Act and any corresponding state securities
requirements. Any such compensation shall be paid solely from the investment advisory fees earned by the
Advisor, and shall not result in any additional charge to the Client.
Item 15 – Custody
HBCM does not accept or maintain custody of any Client accounts, except for the limited circumstances outlined
below:
Heron Bay Capital Management
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Page 12
Deduction of Advisory Fees - To ensure compliance with regulatory requirements associated with the deduction of
advisory fees, all Clients for whom HBCM exercises discretionary authority must hold their assets with a "qualified
custodian." Clients are responsible for engaging a “qualified custodian” to safeguard their funds and securities and
must instruct HBCM to utilize that Custodian for securities transactions on their behalf. Clients are encouraged to
review statements provided by the Custodian and compare to any reports provided by HBCM to ensure accuracy,
as the Custodian does not perform this review.
Money Movement Authorization - For instances where Clients authorize HBCM to move funds between their
accounts, HBCM and the Custodian have implemented safeguards to ensure that all money movement activities
are conducted strictly in accordance with the Client’s documented instructions.
Item 16 – Investment Discretion
HBCM generally has discretion over the selection and amount of securities to be bought or sold in Client accounts
without obtaining prior consent or approval from the Client. However, these purchases or sales may be subject to
specified investment objectives, guidelines, or limitations previously set forth by the Client and agreed to by Heron
Bay Capital. Discretionary authority will only be authorized upon full disclosure to the Client. The granting of such
authority will be evidenced by the Client's execution of an investment advisory agreement containing all applicable
limitations to such authority. All discretionary trades made by HBCM will be in accordance with each Client's
investment objectives and goals.
Item 17 – Voting Client Securities
HBCM does not accept proxy-voting responsibility for any Client. Clients will receive proxy statements directly from
the Custodian. The Advisor will assist in answering questions relating to proxies, however, the Client retains the
sole responsibility for proxy decisions and voting.
Item 18 – Financial Information
Neither Heron Bay Capital, nor its management, have any adverse financial situations that would reasonably impair
the ability of HBCM to meet all obligations to its Clients. Neither Heron Bay Capital, nor any of its Advisory Persons,
have been subject to a bankruptcy or financial compromise. HBCM is not required to deliver a balance sheet along
with this Disclosure Brochure as the Advisor does not collect advance fees of $1,200 or more for services to be
performed six months or more in the future.
Heron Bay Capital Management
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Page 13
Privacy Policy
Effective: March 28, 2025
Our Commitment to You
HBCM Management, LLC (“HBCM” or the “Advisor”) is committed to safeguarding the use of personal information
of our Clients (also referred to as “you” and “your”) that we obtain as your Investment Advisor, as described here in
our Privacy Policy (“Policy”).
Our relationship with you is our most important asset. We understand that you have entrusted us with your private
information, and we do everything that we can to maintain that trust. HBCM (also referred to as "we", "our" and
"us”) protects the security and confidentiality of the personal information we have and implements controls to
ensure that such information is used for proper business purposes in connection with the management or servicing
of our relationship with you.
HBCM does not sell your non-public personal information to anyone. Nor do we provide such information to others
except for discrete and reasonable business purposes in connection with the servicing and management of our
relationship with you, as discussed below.
Details of our approach to privacy and how your personal non-public information is collected and used are set forth
in this Policy.
Why you need to know?
Registered Investment Advisors (“RIAs”) must share some of your personal information in the course of servicing
your account. Federal and State laws give you the right to limit some of this sharing and require RIAs to disclose
how we collect, share, and protect your personal information.
What information do we collect from you?
Driver’s license number
Date of birth
Social security or taxpayer identification number Assets and liabilities
Name, address and phone number[s]
Income and expenses
E-mail address[es]
Investment activity
Account information (including other institutions)
Investment experience and goals
What Information do we collect from other sources?
Custody, brokerage and advisory agreements
Other advisory agreements and legal documents
Transactional information with us or others
Account applications and forms
Investment questionnaires and suitability
documents
Other information needed to service account
How do we protect your information?
To safeguard your personal information from unauthorized access and use we maintain physical, procedural and
electronic security measures. These include such safeguards as secure passwords, encrypted file storage and a
secure office environment. Our technology vendors provide security and access control over personal information
and have policies over the transmission of data. Our associates are trained on their responsibilities to protect
Client’s personal information.
We require third parties that assist in providing our services to you to protect the personal information they receive
from us.
Heron Bay Capital Management
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Page 14
How do we share your information?
An RIA shares Client personal information to effectively implement its services. In the section below, we list some
reasons we may share your personal information.
Basis For Sharing
Do we share?
Can you limit?
Yes
No
No
Not Shared
Yes
Yes
No
Not Shared
Servicing our Clients
We may share non-public personal information with non-affiliated third
parties (such as administrators, brokers, custodians, regulators, credit
agencies, other financial institutions) as necessary for us to provide
agreed upon services to you, consistent with applicable law, including but
not limited to: processing transactions; general account maintenance;
responding to regulators or legal investigations; and credit reporting.
Marketing Purposes
HBCM does not disclose, and does not intend to disclose, personal
information with non-affiliated third parties to offer you services. Certain
laws may give us the right to share your personal information with
financial institutions where you are a customer and where HBCM or the
client has a formal agreement with the financial institution. We will only
share information for purposes of servicing your accounts, not for
marketing purposes.
Authorized Users
Your non-public personal information may be disclosed to you and
persons that we believe to be your authorized agent[s] or
representative[s].
Information About Former Clients
HBCM does not disclose and does not intend to disclose, non-public
personal information to non-affiliated third parties with respect to persons
who are no longer our Clients.
California
In response to a California law, to be conservative, we assume accounts with California
addresses do not want us to disclose personal information about you to non-affiliated third
parties, except as permitted by California law. We also limit the sharing of personal information
about you with our affiliates to ensure compliance with California privacy laws.
Changes to our Privacy Policy
We will send you a copy of this Policy annually for as long as you maintain an ongoing relationship with us.
Periodically we may revise this Policy and will provide you with a revised Policy if the changes materially alter the
previous Privacy Policy. We will not, however, revise our Privacy Policy to permit the sharing of non-public personal
information other than as described in this notice unless we first notify you and provide you with an opportunity to
prevent the information sharing.
Any Questions?
You may ask questions or voice any concerns, as well as obtain a copy of our current Privacy Policy by contacting
us at (248) 970-0900.
Heron Bay Capital Management
40701 Woodward Ave, Suite 104, Bloomfield Hills, MI 48304
Phone: (248) 970-0900 * Fax: (248) 970-0901
http://www.heronbaycap.com
Page 15