Heritage Wealth Counselors

What Heritage Wealth Counselors does

Heritage Wealth Counselors, LLC is a privately-held wealth management firm headquartered in Boonton Township, New Jersey, founded in 1998 by Jack Sullivan. The firm provides wealth counseling and estate transition planning services to high net worth families, defined in its own materials as those typically having $20 million or more in net worth, with particular focus on first-generation entrepreneurs and families navigating complex inheritance issues. As of the most recent disclosure, the firm has administrative and financial oversight of over $200 million in client assets.

Heritage's service model is anchored on a trademarked proprietary methodology, the Family Wealth Protection Process™, which sequences determination of personal values, establishment of financial procedures, and legacy planning through structured engagements including Guided Discovery Interviews, Family Vision Statements, Family Retreats, and Team Planning and Estate Design. Supporting this core methodology are service modules covering Estate Planning and Implementation, Investment and Reporting Services, Family Office Services, and Philanthropic Services, along with the Compuport™ proprietary reporting system that aggregates performance data across hedge funds, private equity, limited partnerships, marketable securities, and other asset classes into single consolidated financial statements. The firm runs on a scaled-down support team leveraging a virtual platform execution model, with the CEO directly leading client engagements in a quarterback role that coordinates a family's existing lawyers, money managers, insurance agents, accountants, trust companies, and securities representatives.

Revenue is generated primarily through AUM-based fees of 0.50% to 1.00% per year on assets in a multi-family office structure, supplemented by quote-based professional services fees for estate planning and implementation engagements. Client acquisition is driven by professional referrals, industry affiliations (including the Greater Newark Society of Financial Service Professionals and the North Jersey Estate Planning Council), and thought-leadership content such as CEO Jack Sullivan's published book. The firm's strategic alliance with Pullen Consulting Group contributes behavioral finance expertise into the client engagement process.

Name

Heritage Wealth Counselors

Legal name

Heritage Wealth Counselors, LLC

Website

https://heritagewealth.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Heritage Wealth Counselors is a privately-held, Boonton Township, NJ-based wealth management firm founded in 1998 that provides values-based estate transition planning, family office, investment reporting, and philanthropic services to high net worth families (typically $20M+ in net worth), using its proprietary Family Wealth Protection Process™ and Compuport™ reporting system.

Ownership category

akta.pro rank

Product category

Wealth Management Services

NAICS

Portfolio Management and Investment Advice (523940), Trust, Fiduciary, and Custody Activities (523991), Trusts, Estates, and Agency Accounts (52592)

SIC

Investment Advice (6282)

akta.pro primary industry

Estate Planning, Trust Structuring & Governance (FSAAADAF)

akta.pro secondary industries

Personal & Family Trust Services (FSAAANAA), Family Office Trust & Fiduciary Services (FSAEAKAF), Estate & Legacy Planning Advisory (FSAEAAAG), Philanthropy, Foundations & Grantmaking Advisory (FSAAADAG), Estate Planning & Trust Structuring Advisory (FSAEAKAC)

Keywords

• Wealth management
• Estate planning
• Family office services
• Investment advisory
• Philanthropic planning

Headquarters

HQ city

Mountain Lakes

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Asset Under Management (AUM) Fees: Heritage Wealth Counselors generates revenue primarily through AUM-based fees. According to an interview with founder Jack Sullivan, the annual cost to participate in a multi-family office structure typically runs between 0.50% and 1.00% of assets. This ongoing percentage-based fee structure provides recurring revenue as client assets grow or fluctuate in value.
2. Estate Planning and Implementation Services: Comprehensive wealth management transition services including estate plan development, implementation coordination, and financial management system customization. Based on the complexity of assessment, Heritage submits comprehensive proposals accordingly.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Heritage Wealth Counselors, LLC delivers wealth counseling and legacy planning services to high net worth families (typically $20 million or more in net worth). The firm applies its proprietary Family Wealth Protection Process™, a values-based methodology that integrates personal/family values, financial structuring, and legacy planning, supported by estate planning, investment oversight, family office, and philanthropic service modules. The firm has administrative and financial oversight of over $200 million of client assets.

Product overview

Heritage Wealth Counselors offers a unified wealth management platform centered on its proprietary Family Wealth Protection Process™. The core methodology consists of three interconnected phases: first determining personal values through Guided Discovery Interviews, then establishing financial procedures, and concluding with legacy planning. Supporting the core process are multiple service modules: Investment and Reporting Services (powered by the proprietary Compuport™ system), Family Office Services, Estate Planning and Implementation Services, and Philanthropic Services. The Financial Management System consolidates wealth data while the Compuport™ reporting system integrates disparate data sources into single customized financial statements. The company also publishes the book 'Family Wealth Counseling: Getting to the Heart of the Matter' as an educational resource. All offerings work together under the Family Wealth Protection Process™ umbrella to provide comprehensive, values-based wealth transition planning for high net worth families.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over $200 million in assets under administrative and financial oversight
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Pullen Consulting GroupcoreStrategic or Co-development PartnerCourtney Pullen M.A., LPC is President of Pullen Consulting Group and serves as a Strategic Alliance Partner to Heritage Wealth Counselors. He has more than 25 years of experience in individual and family coaching, business and management consulting, leadership development, communication training and team building. He contributes expertise in behavioral finance, family wealth dynamics, and small and large group facilitation. Pullen is a contributing editor to the Journal of Financial Planning and Journal of Practical Estate Planning.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Bessemer Trust: Bessemer Trust is one of the largest independent multi-family offices in the US, serving HNW families with investment management, trust and estate services, and wealth transition planning — directly comparable to Heritage's full-service multi-family office model.
• Glenmede: Glenmede is an independent investment and wealth management firm serving HNW families, foundations, and endowments with discretionary portfolio management, trust services, and multi-generational planning — a close match for Heritage's service mix and HNW client focus.
• Abbot Downing: Abbot Downing is Wells Fargo's multi-family office brand, providing integrated investment, trust, banking, and family office services to ultra-HNW families — directly comparable in offering breadth and HNW target market, though at much greater scale.
• GenSpring Family Offices: GenSpring is a multi-family office serving HNW families with integrated wealth management, family governance, and next-generation services — closely comparable in service model and target market to Heritage, though operating at greater scale.

Broad incumbents

• Brown Brothers Harriman (BBH Wealth Management): BBH's Private Wealth group offers investment management, trust and estate administration, and family office services to HNW families — a broader incumbent with comparable trust/estate capabilities and far greater scale than Heritage.
• Northern Trust (Wealth Management): Northern Trust's Wealth Management division serves HNW families with investment, trust, banking, and family office services globally — a broad incumbent in the HNW trust and estate space, competing against Heritage for the same client base.
• Wilmington Trust (M&T Bank): Wilmington Trust provides wealth advisory, trust, and investment management services to HNW families and institutions — an incumbent in the private wealth and trust services space with overlapping capabilities to Heritage.

Emerging players

• Crestwood Advisors: Crestwood Advisors is an independent, fee-only RIA serving HNW families and individuals with investment management and financial planning — comparable in scale, fee structure, and client segment to Heritage, though more investment-management focused.
• Argent Trust: Argent Trust is a wealth management and trust services firm serving HNW individuals, families, and institutions across the Southeast and beyond — comparable in multi-state regional scale and HNW trust/estate focus, though broader in services.
• Empower (formerly Personal Capital): Empower is a digital wealth manager that provides HNW advisory, financial planning, and aggregated reporting — a tech-enabled competitor whose consolidated reporting capabilities (via Personal Capital's dashboard) overlap with Heritage's Compuport™ differentiator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/heritage-wealth-counselors

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Heritage Wealth Counselors