# Ann Herrero

> Ann Herrero is a fee-only financial advisor at DF Direct in London, Florida, who holds the CFP credential. Ann charges a percentage of assets (0.5% a year on the first tier of assets managed and no asset minimum) and focuses on cross-border (US / Canada).

Page: https://find.wellspent.co/advisors/ann-herrero/
Built from SEC adviser records and the firm's website; last checked October 30, 2026.

## Facts

- **Firm:** DF Direct
- **Based in:** London, Florida
- **Fee model:** Percentage of assets
- **Fees (firm's website):** 0.5% a year on the first tier of assets managed; no asset minimum
- **Works virtually:** Yes (firm's website)
- **Accepting new clients:** Yes (firm's website)
- **Assets under management (firm):** $601.7M across 1,701 accounts
- **Credentials:** CFP
- **Specialties:** Cross-border (US / Canada)
- **Works with:** Cross-border families, Early-career professionals
- **CRD:** 3156939 (https://adviserinfo.sec.gov/individual/summary/3156939)
- **SEC registration:** Investment adviser representative in FL, NY
- **Exams passed:** Series 63 (1998), Series 65 (1998), Series 66 (2005)
- **Firm size:** 13 employees
- **Disclosures:** None reported
- **Website:** https://www.df-direct.com/

## Frequently asked questions

### Is Ann Herrero a fee-only financial advisor?

Yes, according to SEC records as of October 29, 2026: Ann holds no broker registration, and DF Direct reports no commissions, no broker-dealer, and no insurance sales or affiliated insurance agency on its Form ADV.

### How does Ann charge for financial advice?

Ann charges a percentage of assets.

### How much does Ann charge?

According to DF Direct's website, checked October 30, 2026: 0.5% a year on the first tier of assets managed; no asset minimum.

### Does Ann work with clients virtually?

Yes. DF Direct says on its website that it works with clients remotely.

### Where is Ann Herrero based?

Ann Herrero is based in London, Florida.

### What does Ann specialize in?

Ann's specialties include cross-border (US / Canada). Ann works with cross-border families and early-career professionals.

### What credentials does Ann Herrero hold?

Ann Herrero holds the CFP credential.

### Is Ann Herrero registered with the SEC?

Yes. Ann Herrero is registered as an investment adviser representative in FL and NY (CRD 3156939), per SEC Investment Adviser Public Disclosure data as of October 29, 2026.

### How much does DF Direct manage?

DF Direct reports $601.7M across 1,701 accounts in assets under management.

### How do I contact Ann Herrero?

Through Ann's website, www.df-direct.com.

## Sources

- SEC adviser records (https://adviserinfo.sec.gov/individual/summary/3156939): the firm's Form ADV reports no commissions, no broker-dealer, and no insurance sales or affiliated insurance agency, and the advisor holds no broker registration
- SEC Investment Adviser Public Disclosure and Form ADV: registration, exams, and firm facts, data as of October 29, 2026
- The firm's website (https://www.df-direct.com/): specialties, clients served, and fees, checked October 30, 2026

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Source: Wellspent, the public graph of fee-only advisors (https://find.wellspent.co). No paid placement.