$83.1M Total AUM
$83.1M Disc. AUM
-- 3Y CAGR
2 Employees
68 ADV. Clients
14 yrs Firm Age
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Request a Free TrialFirm Details
- Custodian
- Charles Schwab & Company ยท Fidelity/NFS
- Clients
- Retail
- Platforms
- HarborValue matrix +more
- Established Date
- 06-01-2012
- Office Locations
- 1
Office Locations
-- Sanford FL
About Heartwood Financial Services
Heartwood Financial Services is a Sanford, FL RIA led by founder Demel Gonzalez. The firm provides fiduciary financial planning and portfolio management for individuals and business owners, emphasizing active asset allocation and risk management using mutual funds and ETFs. Clients get structured outreach like annual reviews, quarterly updates, and educational content. Custodied at Schwab and Fidelity.
Team overview
47 AVG AGE
$83.1M AVG AUM / ADVISOR
$1.2M AVG AUM / CLIENT
14.1 yrs AVG TENURE
2 Employees
1 Advisory Reps
1 RIA Reps
14yrs Firm Age
Insights
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Asset Classes
Horizon peak Foundation capital Catalyst ridge Legacy summit
Client Personas
Bridge
Custodian
Frontier alpha Matrix element Meridian Insight Ridge Vital
Investment Themes
Unison fusion Alpha vector Ridge fusion
Investment Vehicles
Crest
Platform
Ridge optima
Services
Zenith alpha Glacier Wave Crest Vector capital Capital Insight Matrix element Quantum peak Bridge
Technology
Focus Peak Bridge pathway
Owner & Executives
D
DEMEL I GONZALEZ
Chief Compliance Officer, Founder, Managing Member, President
- CRD
- #3068212
- Ownership
- 75% or more
(536) 696-8910
optima.focus@harborcapital.com
in linkedin.com/in/unison-delta
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Total AUM
Discretionary
Non-Discretionary
No AUM history available
| Category | Assets | AVG. Account size |
|---|---|---|
| Discretionary | $83,081,895 | -- |
| Non-Discretionary | $0 | -- |
| Total | $83,081,895 | -- |
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Separately Managed Accounts
Total SMA Asset: $83,081,895
Public Funds:
56.1% Equity - Exchange:
20.6% Cash:
23.3% | Asset class | Assets | Assets % |
|---|---|---|
| Public Funds | $2,366,073,379 | 56.1% |
| Equity - Exchange | $868,825,519 | 20.6% |
| Cash | $982,700,708 | 23.3% |
| Total | $4,217,599,606 | 100.0% |