Midwest Heritage Financial Advisors

Midwest Heritage Financial Advisors is a division of Midwest Heritage Bank, FSB, which itself is a federal savings bank subsidiary of Hy-Vee, Inc., the employee-owned grocery chain based in West Des Moines. Hy-Vee founded the bank in 2005, and the advisory arm functions as the wealth management and trust component within that financial subsidiary, per the firm's regulatory filings.

The firm's public-facing services are aimed at individual wealth management clients, including financial planning, investment advisory, and trust services. It does not appear to operate a discrete institutional asset management or alternatives platform; its deployment structure remains within retail managed accounts and trust-administration mandates.

Midwest Heritage combines trust administration — serving as corporate trustee or executor for estates — with its registered investment advisory function. This permits a bundled-service model where trust clients often receive asset management through the advisory unit, per standard bank trust-department architecture.

It is not an independent RIA. It operates as the advisory division of Midwest Heritage Bank, a federally chartered savings bank. Client assets are custodied and managed within the bank's regulated entity structure, subject to OCC oversight and FDIC insurance where applicable.

The firm constructs portfolios using mutual funds, ETFs, and separately managed accounts across equity and fixed-income allocations. There is no public indication of direct private equity, venture, or hedge fund commitments — the posture is consistent with a community-bank trust department's conservative, liquid portfolio construction.