“Recognize the skills and traits you don’t possess, and hire
people who have them"

— Howard Schultz, Chairman, Starbucks 





Wealth Advisory

If you would like a more managed approach to your investment portfolio you may want to consider a wealth management account*. A properly tailored wealth management account has many benefits.  One key factor is removing the emotions out of investing. Studies have shown that investor emotions have hindered performance for many individuals, especially when trying to manage their own wealth. 

We will demonstrate that we care about protecting, preserving, and growing our clients’ wealth.We have worked with clients across generations, earning their trust while understanding their changing investing profiles.

​On an ongoing basis, our clients can expect to receive from our experienced team of financial professionals, unbiased and up-to-date market information from which we can make sound recommendations based on our identification of risk, value, and the personalized portfolio characteristics of each client. Not only do we customize each client’s portfolio, but we also take the extra steps necessary to implement, monitor, and communicate on a regular basis.  Our attention to detail has been a treasured hallmark of our firm from the beginning.​

To develop an effective investment portfolio, a skilled professional will consider your personal financial objectives which are based on your time horizon, risk tolerance, age, and other circumstances unique to your needs. ​

A correctly designed investment portfolio can mean the difference between struggling to have enough money to live a financially comfortable lifestyle and peace of mind as you approach retirement. Our investment management process utilizes a disciplined, yet personal, four-step method implemented by your financial advisor that is shown below:



After you and your financial advisor have had a comprehensive interview about your goals, a risk profile questionnaire is completed and the initial plan of action incorporating your goals and your risk tolerance is created. This is your initial financial roadmap. At that point, we will evaluate and recommend an investment management and risk strategy that meets your needs.

​Our investment process includes the following:

  • Assessment of goals, objectives and risk tolerance
  • Creation of Risk Score Assessment
  • Determining the asset allocation model, and portfolio structuring
  • Ongoing risk management, attribution and performance reporting

As we go through the above steps in our investment process, we keep you apprised along the way. We want you to understand the “why” behind our decisions, so we provide ongoing education and information. As you transition through certain life events, we keep in mind that asset allocations may change to keep them in alignment with your goals. These life transitions may be events such as marriage, divorce, children in college, inheritance, change of career/job, business expansion or closure, disability, death, and other personal or professional occurrences. We have a “partnership” with our clients and that partnership also transitions with them through good times as well as challenging times.

​While we are very proud to be a success and to be recognized in the financial services industry, we respect—and are grateful to—our clients. We understand the value of humility. Not only is it valuable to our success, but it is also an important virtue and helps us become closer to our clients. We are humbled by our clients’ confidence, and their unconditional support.

To learn more about our wealth advisory and wealth management services, and how they may benefit you, please contact us


* Wealth Management Accounts and Investment Advisory Services are provided by subsidiaries of Percheron Asset Management Group, Inc.: Herold Advisors Inc. and Lantern Wealth Advisors, LLC.


The Four Pillars Of Wealth Advisory
Fiduciary Duty Skill/Experience | Integrity | Respect

Company Info

35 Pinelawn Rd., Suite 101E
Melville, NY 11747

805 Third Avenue
18th Floor
New York, New York 10022

Our Disclosure

Wealth Advisory solutions provided by subsidiaries of Percheron Asset Management Group, Inc.: Herold Advisors Inc. and Lantern Wealth Advisors, LLC., SEC registered investment advisors. Securities offered through Herold & Lantern Investments Inc., a registered broker dealer, Member FINRA, MSRB, SIPC.

Bernard Herold & Co., Inc.
Rule 606(a)1 Reporting Public Disclosure


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Welcome to Herold & Lantern Investments, Inc., and our new web site! We invite you to take a look around.

Bernard Herold & Co., Inc., and Lantern Investments, Inc., both family-owned firms with decades of experience, have merged to become Herold & Lantern Investments, Inc.  What that means to our existing clients is simple: stabilityand opportunity.  Clients keep their account numbers, and the same talented professionals will continue to serve them. Plus, with significantly enhanced and technology driven capabilities, our already excellent level of customer service will be even better. Read more about the merger.

As you navigate the site you will see the scope and range of our services. We hope you will get to know more about the firm, and its leadership. One thing you can be assured of is that we remain committed to responsiveness. Clients can always reach their investment professionals, or either of us, directly.

If you are an investment professional interested in learning more about our firm, our plans for growth, and the opportunities we offer, let us hear from you. Your passion for financial services, and sincere desire to help your clients reach their goals, means that we should talk.

We have many people to thank for helping us reach this new milestone, but our success has, and always will, come from the trust our clients put in us – a trust we strive to earn every day.


With sincere appreciation,


Keith lanton

Larry Herold
Chief Operating Officer