Claro Advisors

William Heron

Bill Heron brings financial planning, investment management, and real-world business perspective together — so your decisions feel clear, not complicated.

About your advisor

CFP^®

Bill Heron

Vice President, Wealth Manager

Bill Heron came to financial planning the long way — and that's what makes him different. Before his advisory career, he held senior financial management positions at both private and publicly traded companies, giving him a firsthand understanding of the pressures, decisions, and complexities that business owners and executives face. Over the past 24-plus years, he's built on that foundation with deep experience in portfolio construction, risk management, and personal goal-setting at firms including Morgan Stanley, UBS, and Ameriprise. Today at Claro, Bill takes a personalized approach to every client relationship — recognizing that goals, circumstances, and values are never one-size-fits-all. His work is grounded in clear, thoughtful guidance: helping clients navigate changing markets and make decisions they feel good about, now and over time.

Clients

Who I Work With

Individuals & Families

Whether you're building wealth or protecting what you've built, Bill brings personalized guidance to every stage of the financial journey.

Business Owners

Bill spent years in senior financial management before becoming an advisor. He understands what it means to run a business — and how to plan around it.

Pre-Retirees & Retirees

The years leading into retirement matter. Bill helps clients make the right decisions at the right time, so the transition is clear and confident.

Executives & Professionals

Equity compensation, concentrated positions, tax planning — Bill helps high-earning professionals put structure around complexity.

Process

A Process Built Around You

Every client relationship starts the same way: listening.

Understand Your Full Picture

Bill begins by getting to know you — your goals, values, circumstances, and what keeps you up at night. No assumptions. No templates.

Build a Plan That Fits

With your full picture in view, Bill develops a financial plan that reflects where you are today and where you want to go — covering investments, taxes, risk, and more.

Put It Into Motion

Planning without action is just a document. Bill works alongside Claro's team to implement your strategy using the firm's proprietary technology and integrated investment platform.

Stay Ahead of What Changes

Life doesn't stay still. Bill meets with clients regularly to revisit the plan, adapt to market conditions, and make sure your strategy grows with you.

faqs

Common Questions

What types of clients do you typically work with?

I work with a range of clients — individuals, families, business owners, and executives. What they tend to have in common is a desire for clarity and a relationship with an advisor who takes the time to understand their full situation. If you're not sure whether I'm a good fit, the best thing to do is have a conversation.

What's your approach to investing?

I focus on building portfolios that reflect each client's goals, risk tolerance, and time horizon — not a generic model. At Claro, we use evidence-based¹ investment strategies and tax-aware portfolio management, which means we're always thinking about after-tax outcomes, not just returns.

How do you charge for your services?

Claro Advisors is a fee-only, fiduciary RIA — which means we're compensated only by our clients, never by commissions or product sales. Our fees are based on assets under management, and that fee covers financial planning, investment management, and ongoing access to your advisor. Additional costs may apply, including custodial fees, fund-level expenses, or third-party manager fees, depending on your portfolio. I'll walk you through the full fee structure in our first conversation. Our full fee schedule is described in our Form ADV Part 2A, available at https://adviserinfo.sec.gov/firm/summary/160294 or upon request.

What does getting started look like?

We typically start with a "Get Acquainted" meeting — no obligation, no pressure. It's a chance for us to learn about your goals and for you to get a feel for how I work. If it's a good fit for both of us, we'll map out the next steps together.

How often will we meet?

That depends on what you need. Most clients meet with me at least annually for a formal review, and more frequently when life changes or markets move. I'm always reachable between scheduled meetings — that's part of the relationship.

Start a conversation with William Heron

This microsite has been prepared by Bill Heron, CFP®, a financial advisor with Claro Advisors Inc., an SEC-registered investment adviser (CRD No. 160294). The information presented is intended to describe Bill's background, services, and general approach to financial planning. It does not constitute investment advice, a solicitation, or an offer to buy or sell any security.

Registration with the SEC does not imply a certain level of skill or training.

Services and Scope: Claro Advisors provides investment management and financial planning services. References to tax planning describe general financial planning considerations only and do not constitute tax advice. Clients should consult a qualified tax professional or attorney for tax return preparation, legal matters, or jurisdiction-specific guidance.

Investment Risk: All investing involves risk, including the potential loss of principal. Past performance does not guarantee future results. There is no guarantee that any investment strategy or financial plan will achieve its objectives. Actual results will vary depending on individual circumstances.

Tax Outcomes: Tax strategies and tax-aware planning approaches are intended to seek opportunities to improve after-tax outcomes. Tax results are not guaranteed and will vary based on each client's individual tax situation, applicable law, and other factors outside the adviser's control. Clients should consult a tax professional regarding their specific circumstances.

Financial Planning: Financial planning and goal-based strategies are designed to help clients work toward their objectives. Engaging in planning does not guarantee any specific financial outcome. Results depend on many factors, including market conditions, individual behavior, and circumstances that cannot be predicted or controlled.

Compensation: Claro Advisors is a fee-only registered investment adviser. Compensation is based solely on fees paid by clients. Claro Advisors does not receive commissions or compensation from product sales. A full description of our fee schedule and compensation arrangements is available in our Form ADV Part 2A at https://adviserinfo.sec.gov/firm/summary/160294 or upon request.

Form ADV: Claro Advisors' Form ADV Part 2A and Part 2B, which describe our services, fees, conflicts of interest, and disciplinary history, are available upon request or at https://adviserinfo.sec.gov/firm/summary/160294. Prospective clients are encouraged to review these documents before engaging our services.

CFP® Designation: The CERTIFIED FINANCIAL PLANNER™ certification is granted by the CFP Board of Standards, Inc. to individuals who meet education, examination, experience, and ethics requirements. For more information, visit cfp.net.

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Evidence-based"Evidence-based" refers to an investment approach informed by decades of peer-reviewed academic research in financial economics, including foundational work on market efficiency, factor investing, and long-term return drivers. This methodology emphasizes broad diversification, disciplined cost management, systematic rebalancing, and exposure to return factors identified in the academic literature (such as market, size, value, and profitability premiums). It does not imply that future results can be predicted or guaranteed. All investing involves risk, including the potential loss of principal.