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Heritage Financial Advisors
Heritage Financial Advisors was founded in 2010 with a clear principal: align the advisor's interest with the client's by refusing to sell proprietary...
Heritage Financial Advisors
Heritage Financial Advisors was founded in 2010 with a clear principal: align the advisor's interest with the client's by refusing to sell proprietary products. The core advisory group is led by Sasha Wright and Evonne Johnson. The firm operates from a single office in Waterville, Ohio, serving individuals, families, closely held businesses, and charitable foundations under the fiduciary standard of the Prudent Investor Act. Heritage constructs portfolios exclusively through passive, asset-class-focused vehicles, using models built by Dimensional Fund Advisors. The methodology traces directly to the work of Nobel laureates Merton Miller, William F. Sharpe, and Harry Markowitz, whose research established the relationship between diversification, risk, and return that underpins Modern Portfolio Theory. Rather than picking individual securities or promoting active mutual funds, the firm builds client portfolios using 12 to 14 low-correlation asset classes — spanning domestic large-cap, mid-cap, small-cap, value, growth, and international equities — alongside fixed income determined by each client's explicit risk tolerance. Because Heritage earns no commissions and carries no proprietary funds, its revenue comes exclusively from fee-based advisory relationships. The firm is deliberately compact, with two named principals serving a client base concentrated in the Midwest. Adjacent vehicles or institutional club memberships are not publicly disclosed. In May 2024, Heritage's regulatory filings with the SEC confirmed its ongoing registration as an investment adviser, reflecting its continued service model without material structural change. Heritage's differentiator lies not in scale but in a governance and compensation structure that removes the conflict pervasive in commission-based wealth management: the firm earns nothing from product manufacturers, so its advice stands or falls solely on whether clients meet their financial goals. The architecture — a fiduciary-only, passive-strategy shop with a Dimensional Fund Advisors model portfolio backbone — places it far from Wall Street distribution, operating instead as a quiet, principle-driven planning office in northwestern Ohio.
General information
Firm type
Bank / Wealth / Trust
Year founded
2010
AUM
Undisclosed
Location
Region
North America
Country
United States
City
Waterville
Corporate office
103 N. River Road, Suite A, Waterville, Ohio 43566, United States
Principals
Sasha Wright
Core Financial Advisory Group
Evonne Johnson
Core Financial Advisory Group
Sector focus
Frequently asked questions
Who makes investment decisions at Heritage Financial Advisors?
The core financial advisory group consists of Sasha Wright and Evonne Johnson. They construct portfolios collaboratively using asset-allocation models from Dimensional Fund Advisors, a passive-investing specialist. Final allocation decisions — the equity-to-fixed-income split — are made only after an in-depth discussion with each individual client.
How is Heritage Financial Advisors compensated, and does the firm sell proprietary products?
Heritage is a fee-based registered investment advisor. The firm states that it has no proprietary products to sell and will never advise a client to invest in a mutual fund because of a relationship with that fund family. This structure removes the commission incentive, meaning Heritage's revenue rises only when client assets grow.
What investment philosophy does Heritage follow?
Heritage follows Modern Portfolio Theory as articulated by Nobel Prize–winning economists Harry Markowitz, Merton Miller, and William F. Sharpe. Portfolios are built using multiple low-correlation asset classes and passive, index-type vehicles to reduce volatility. The firm explicitly relies on Dimensional Fund Advisors' structured models to achieve broad diversification across 12–14 asset classes.
Does Heritage Financial Advisors use active or passive strategies?
Heritage exclusively uses passive asset management, citing research that structured and passive approaches outperform active management over time. Allocations are constructed from asset classes including domestic and international large-cap, mid-cap, small-cap, value, and growth equities, delivered through broad-based index-type funds.
What types of clients does Heritage serve?
The firm serves high-net-worth individuals, families, trusts, closely held businesses, and charitable foundations. Its client base is concentrated in the Midwest, and the practice is structured around one-on-one planning relationships for long-term goals such as retirement, college funding, and estate planning.
Is Heritage Financial Advisors a single-family office or a multi-family office?
Heritage is neither. It is an independent registered investment advisor organized as a financial planning and asset-management firm. It does not market itself as a family office, though it provides family-office-adjacent services — estate planning, insurance analysis, and trust work — for private clients.
Which sectors or investment products does Heritage explicitly avoid?
Heritage avoids commission-driven products, proprietary mutual funds, and active-management strategies that generate high turnover and tax inefficiency. The firm does not engage in direct private-equity or venture-capital investing, nor does it construct portfolios of individual securities, preferring broad-based asset-class vehicles.
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