A. Firm Information
H. L. Ormond & Company, LLC (“HLO” or the “Advisor”) is a registered investment advisor with the U.S. Securities and
Exchange Commission (“SEC”). The Advisor is organized as a limited liability company (“LLC”) under the laws of the
State of North Carolina. HLO was founded in July 2010 and became a registered investment advisor in April 2021.
HLO is owned and operated by Herbert L. Ormond, III (President & Chief Investment Officer).
This Disclosure Brochure provides information regarding the qualifications, business practices, and the advisory
services provided by HLO. For information regarding this Disclosure Brochure, please contact Sharon R. Dew (Chief
Compliance Officer) at (252) 756-4010.
B. Advisory Services Offered
HLO offers investment advisory services to individuals, high net worth individuals, trusts, estates, charitable
organizations, retirement plans, and businesses (each referred to as a “Client”). Prior to engaging HLO to provide
investment advisory services, each Client is required to enter into an advisory agreement with the Advisor that defines
the terms, conditions, authority and responsibilities of the Advisor and the Client.
HLO provides customized investment advisory solutions for its Clients. This is achieved through ongoing personal
Client contact and interaction while providing discretionary and non-discretionary investment management services.
HLO works closely with each Client to identify their investment goals and objectives as well as risk tolerance and
financial situation in order to develop a portfolio strategy. HLO’s investment strategies are typically long-term,
diversified portfolios, with a bias towards equity investments which creates added risk / volatility in the short term.
The investment philosophy employed by HLO is based on “Herb’s Three Rules of Equity Investing”:
1. Own quality.
2. Be diversified.
3. Invest in patience.
HLO will construct the Client’s investment portfolio utilizing diversified mutual funds, exchange-traded funds (“ETFs”),
individual stocks and/or individual bonds to achieve the Client’s investment goals. The Advisor may also utilize
managed account strategies provided by other institutional money managers. In some instances, HLO may also utilize
real estate investment trusts (“REITs”) and/or other types of investments, as appropriate, to meet the needs of the
Client. The Advisor may retain certain types of investments based on a Client’s legacy investments based on portfolio
fit and/or tax considerations.
HLO’s investment strategies are primarily long-term focused, but the Advisor may buy, sell or re-allocate positions that
have been held for less than one year to meet the objectives of the Client or due to market conditions. HLO evaluates
and selects investments for inclusion in Client portfolios only after applying its internal due diligence process. HLO
may, on occasion, redistribute investment allocations to diversify the portfolio. HLO may utilize specific positions to
increase sector or asset class weightings. HLO may employ cash positions as a possible hedge against market
movement. HLO may sell positions for reasons that include, but are not limited to, harvesting capital gains or losses,
business or sector risk exposure to a specific security or class of securities, overvaluation or overweighting of the
position[s] in the portfolio, change in risk tolerance of the Client, generating cash to meet Client needs, or any risk
deemed unacceptable for the Client’s risk tolerance.
Each Client will have the opportunity to place reasonable restrictions on the types of investments to be held in their
respective portfolio, subject to acceptance by the Advisor. HLO will construct, implement and monitor the portfolio to
ensure it meets the goals, objectives, circumstances, and risk tolerance agreed to by the Client. When constructing
portfolios HLO will utilize one or multiple services from the models outlined below.
HLO has broken its service models into three platforms: HLO Direct Platform, the AMS Managed Program or the
Outside Manager Platform (OSM). Please refer to Item 5: Fees and Compensation for additional details.
HLO Direct Platform
If you participate in the Direct Platform, HLO will make all investment decisions and implement those instructions with
your custodian. Your account will be invested primarily in mutual funds, exchange traded funds and individual bond
holdings. HLO generally does not purchase individual equity securities in this platform unless directed to do so by you.
Initial research is conducted in-house and HLO performs ongoing monitoring of each investment. HLO will monitor the
account to ensure it continues to be consistent with your investment objectives.
AMS Managed Programs
HLO may use several wrap fee programs available through Raymond James & Associates (“RJA”). Specifically, HLO
engages the Asset Management Division (“AMS”) division of RJA to provide discretionary investment management
services as a sub-advisor.
For certain AMS Managed Programs, RJA also retains an unaffiliated investment manager (“Manager”) as a sub-
advisor to RJA. This Manager provides discretionary investment management of the Client’s portfolio through RJA,
making the investment decisions and placing the trades in the Client’s account. HLO then monitors the Client’s
account to ensure that the Program selected and the Manager RJA has provided on this platform continue to be
consistent with the Client’s investment objective. The AMS Managed Programs available to our Clients through
RJA are described below.
Assets in these accounts will be invested and reinvested as RJA or the Manager deems in the Client’s best interest to
achieve investment objectives identified by HLO, without regard to holding period, portfolio turnover or resulting gain or
loss. If a participating Client informs HLO of a change in the Client’s financial situation or investment objectives, HLO
assesses the continued appropriateness of the previously selected investment discipline(s) and makes changes as
HLO deems appropriate. Similarly, if RJA changes its opinion of a Manager or investment discipline, RJA will ask HLO
to select a new Manager or investment discipline for a participating Client.
AMS Freedom Program
The AMS Freedom Program allocates Client assets through mutual fund or exchange traded fund (“ETF”)
management, based upon the Client’s investment objectives and risk tolerances. A participating Client
appoints HLO as their investment advisor to select the appropriate investment strategy and to monitor
performance on a continuing basis.
RJA serves as sub-advisor to HLO for Freedom accounts and has discretionary authority over these accounts.
As sub-advisor, RJA provides asset allocation investment strategies and respective target allocations, selects
and monitors investments in the strategies, and rebalances Freedom accounts annually based on variance
from the target allocation. In addition, RJA or its affiliates perform administrative and brokerage services for
Freedom accounts.
AMS Raymond James Consulting
Services Program
For Clients participating in the Raymond James Consulting Services Program, HLO selects the appropriate
investment discipline(s) to be followed for the Client’s account. As sub-advisor to HLO, RJA then recommends
and monitors one or more third-party Managers with which RJA has entered into a separate sub-advisory
agreement. Some Managers provide RJA model portfolios representing securities recommended by the
Manager for designated investment disciplines and thereafter communicate periodic updates to RJA as
changes occur to such model portfolios.
If HLO selects a model portfolio investment discipline for a Client, RJA has discretionary authority to effect
purchases and sales of model portfolio securities for the Client’s account. For all other investment disciplines
in this program not classified as model portfolios, the Manager will exercise discretionary investment authority
over the Client’s account based on the selected investment discipline(s) and the Client’s profile.
Outside Manager Program (OSM) (Dual Contract)
The OSM Platform is offered as a wrap fee program through RJA. In the OSM Platform, investment advisory services
are provided to you by two different investment advisers through two advisory contracts (what is referred to as a “Dual
Contract”):
(1) HLO will provide investment advisory services in recommending the third-party Manager based on your specific
goals and objectives. HLO will review the Manager on an ongoing basis to determine the suitability of your
participation in the OSM Platform and the investment discipline of the Manager selected. If applicable, HLO will make
recommendations and assist in any changes should they be made to your OSM Platform selection(s). (2) You will sign
a separate investment management agreement with the selected Manager. You appoint the Manager to manage the
assets of your account on a discretionary basis, which means you delegate the authority to your Manager to decide
what securities to buy or sell for your account in accordance with the investment discipline you select. HLO has
discretionary ability to hire and fire the designated Manager, if applicable.
C. Retirement Services
HLO provides fee based qualified retirement plan services that provide non-discretionary and discretionary Investment
Fiduciary Services to Sponsors and Trustees of qualified retirement plans. HLO services include plan-level advice and
will assist you in establishing a menu of mutual funds and / or models to offer to participating employees of the
qualified retirement plan. HLO may delegate investment advisory and management obligations to an independent
investment advisor, as described in your agreement. Employees will self-direct the investments of their accounts
within the plan.
As an ERISA 3(21) Investment Advisor, services are designed to allow the Sponsor to retain full discretionary authority
or control over assets of the Plan. We will solely be making recommendations to the Sponsor. The Sponsor retains
decision making authority and may accept or reject any recommendations.
As an ERISA 3(38) Investment Manager, services are designed to allow the plan fiduciary to delegate responsibility for
managing, acquiring and disposing of Plan assets that meet the requirements of the Employee Retirement Income
Security Act of 1974 (“ERISA”). If appointed as an ERISA 3(38) Investment Manager, HLO would have full
discretionary authority to select, monitor, and remove the investment options offered in a qualified retirement plan.
HLO may provide any or all of these services by engaging in one or more subcontractors.
In either case, whether we are engaged as a 3(21) Investment Advisor or 3(38) Investment Manager, we will perform
investment services, and will charge a fee for services rendered, as described in this Form ADV and your Client
Agreement.
Retirement Services – SIMPLE IRA Plans
HLO will provide non-discretionary investment advisory services to individuals participating in an employee sponsored
SIMPLE Plan. Plans will be administered by American Fund Services (AFS) and the Client will execute documents
with the Custodian, Capital Bank and Trust, authorizing HLO to trade in your account, upon your approval. HLO will
oversee the plan and assist you in establishing and managing your account. HLO is available for consultation and
offers annual review meetings.
D. IRA Rollover Recommendations
For purposes of complying with the DOL’s Prohibited Transaction Exemption 2020-02 (“PTE 2020-02”) where applicable,
we are providing the following acknowledgment to you.
When we provide investment advice to you regarding your retirement plan account or individual retirement account, we
are fiduciaries within the meaning of Title I of the Employee Retirement Income Security Act and/or the Internal Revenue
Code, as applicable, which are laws governing retirement accounts. The way we make money creates some conflicts
with your interests, so we operate under a special rule that requires us to act in your best interest and not put our interest
ahead of yours. Under this special rule’s provisions, we must:
• Meet a professional standard of care when making investment recommendations (give prudent advice);
• Never put our financial interests ahead of yours when making recommendations (give loyal advice);
• Avoid misleading statements about conflicts of interest, fees, and investments;
• Follow policies and procedures designed to ensure that we give advice that is in your best interest;
• Charge no more than is reasonable for our services; and
• Give you basic information about conflicts of interest.
E. Wrap Fee Programs
The AMS Managed Program and OSM described above (together “Wrap Fee Programs”) are offered through a Wrap
Fee Program sponsored by Asset Management Services (AMS), an operating division of RJA. A wrap fee program is
an investment program where the Client pays one stated fee that includes management fees, transaction costs, fund
expenses and other administrative fees. HLO will provide the Client with the sponsor’s Wrap Fee Program Brochure to
provide the Client with additional information on the specific wrap fee program or programs. Clients should refer to the
sponsor’s Wrap Fee Programs Brochure and HLO for any additional information or questions the Client may have with
respect to the specific Wrap Fee program or programs. HLO will review the ongoing performance of the Wrap Fee
Programs to determine whether the use of the program continues to be in the best interest of its Clients. When the account
is invested in a wrap fee program, the fees and costs associated with obtaining these services and investments outside of
the wrap program may be less than those acquired through the Wrap Program.
F. Assets Under Management
As of December 31, 2023, HLO manages $316,737,721 in Client assets, $304,737,721 of which are managed on a
discretionary basis and $12,485,789 of which are managed on a non-discretionary basis. Clients may request more
current information at any time by contacting the Advisor.