Heena Dhruv

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HENNA — Heena Dhruv
BACK TO THE TEAM

Heena’s favorite quote:

“The only constant in life is change

Heena Dhruv

Director of Client Services

DUTIES

Heena is an experienced professional with 15+ years of experience in the financial services
industry. Over the years, she has provided high level of support in all aspects of investment
management and advisory services, including: trading, market research, performance tracking,
portfolio monitoring and other various office related tasks.

ABOUT

Prior to joining Van Leeuwen & Company, Heena held positions as an investment management
professional at Bank of America and International Strategy & Investments, Inc. (ISI). She has a
bachelor’s degree in Economics from Rutgers University, New Brunswick, NJ.

PASTIMES

Heena lives in West Windsor, NJ with her husband and their son. She enjoys travelling and
keeping up with her yoga and meditation practices.

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New York Times, Wall Street Journal, Forbes, CNBC's Power Lunch, Yahoo Finance, TD Ameritrade Network,
U.S. News & World Report

Check the background of investment professionals associated with this site on FINRA’s BrokerCheck

Relationship Summary

We are registered with the U.S. Securities and Exchange Commission as an investment adviser. Brokerage and investment advisory services fees differ and it is important for you to understand the differences. Free and simple tools are available to research firms and financial professionals at http://investor.gov/crs, which also provides educational materials about broker-dealers, investment advisers and investing.

What investment services and advice can you provide me?

Our firm offers investment advisory services, which are fully described in our Form ADV Part 2A (“Disclosure Brochure”) . Our services include financial planning, consulting, and investment management services. As part of our standard services, we monitor investments that we manage on a continuous and ongoing basis. There are no material limitations to our monitoring. Financial planning and investment consulting recommendations are not actively monitored. We accept discretionary authority to implement the recommended transactions in client accounts. The level of discretion is determined in our agreement and there are no material limitations on the authority. We do not offer advice only with respect to proprietary products. We offer advice on mutual funds, exchange-traded funds (“ETFs”), and individual debt and equity securities, in accordance with the investment objectives of its clients. Our services are not subject to a minimum fee or account size.

Additional information about our services can be found in Items 4, 5 and 7 of our Disclosure Brochure and available to all clients or by going here: https://adviserinfo.sec.gov/firm/summary/126447

Let’s discuss…

Given my financial situation, should I choose an investment advisory service? Why or why not?
How will you choose investments to recommend to me?
What is your relevant experience, including your licenses, education and other qualifications? What do these qualifications mean?

What fees will I pay?

We offer our services on a fee basis. We charge a fixed or hourly fee for financial planning and investment consulting and a fee based upon assets under management for investment management and wealth management services. For project-based services one half of the fees are due upon engaging us while the remainder is due upon delivery of the services. For ongoing services, the annual fee is prorated and charged quarterly, in advance.

In addition to the advisory fees paid to us, you also incur certain charges imposed by other third parties, such as brokerdealers, custodians, etc. These additional charges include securities brokerage commissions, transaction fees, custodial fees, charges imposed directly by a mutual fund or ETF in a client’s account, as disclosed in the fund’s prospectus (e.g., fund management fees and other fund expenses), deferred sales charges, odd-lot differentials, transfer taxes, wire transfer and electronic fund fees and other fees and taxes on brokerage accounts and securities transactions.

The more assets there are in your advisory accounts, the more you will pay in fees, so the firm may therefore have an incentive to encourage you to increase the assets in your account or manage them in a way where we earn higher fees. You will pay fees and costs whether you make or lose money on your investments. Fees and costs will reduce any amount of money you make on your investments over time. Please make sure you understand what fees and costs you are paying. Additional information about our fees can be found in Item 5 of our Disclosure Brochure and available to all clients or by going here: https://adviserinfo.sec.gov/firm/summary/126447

Let’s discuss… Help me understand how these fees and costs might affect my investments. If I give you $10,000 to invest, how much will go to fees and costs, and how much will be invested for me?

What are your legal obligations to me when acting as my investment adviser? How else does your firm make money and what conflicts of interest do you have?

When we act as your investment adviser, we have to act in your best interest and not put our interest ahead of yours. At the same time, the way we make money creates some conflicts with your interests. You should understand and ask us about these conflicts because they can affect the investment advice we provide you. Here are some examples to help you understand what this means.

Third-Party Payments: While we do not receive compensation from third parties when we recommend investments, certain financial professionals acting in their individual capacity recommend brokerage services and insurance products. This results in an incentive to recommend those services and products, potentially more frequently.

Let’s discuss… How might your conflicts of interest affect me, and how will you address them?

Additional information about our conflicts of interest can be found throughout our Disclosure Brochure and available to all clients or by going here: https://adviserinfo.sec.gov/firm/summary/126447

How do your financial professionals make money?

Our financial professionals are compensated based on the following factors and conflicts of interest:

Salary. This results in disincentive to ensure investment performance is maximized.
Revenue the firm earns from the financial professional’s advisory services or recommendations with respect to individual bonuses. This results in an incentive to take steps to maximize revenue to the firm.
The time and complexity required to meet the client’s needs with respect to financial planning services. This results in an incentive to spend more time on issues than are required.
In limited cases, the product and the product’s sales commissions with respect to brokerage services and insurance products sold in their individual capacity. This compensation, while not earned as a financial professional of our firm, results in an incentive to sell those products and services.

Additional information about our financial professionals can be found on their respective Form ADV Part 2 Brochure Supplements that you will be provided.

Do you or your financial professionals have legal or disciplinary history?

No, neither we nor our financial professionals have a legal or disciplinary history.

Let’s discuss… As a financial professional, do you have any disciplinary history? For what type of conduct?

You can find additional information about our services on our website at http://www.vanleeuwenco.com and in our Disclosure Brochure. To request a copy of this Relationship Summary and any of our other disclosure documents referred to in this document, please email us at info@vanleeuwenco.com or call us at (609) 580-0088.

Some of our financial professionals are registered representatives of LPL Financial LLC (“LPL”), an SEC registered broker-dealer and investment adviser. Your financial professional may offer you brokerage services through LPL or investment advisory services through our firm. Brokerage services and investment advisory services are different, and the fees we, and LPL, charge for those services are different. It is important that you understand the differences. In particular, your financial professional may earn additional transaction-based compensation and have additional conflicts of interest as a result of providing brokerage services through LPL. You are encouraged to learn more about LPL by reviewing https://www.lpl.com/disclosures.html and having a discussion with your financial professional. You can also access free and simple tools to help you research firms and financial professionals at Investor.gov/CRS, which also provides educational materials about broker-dealers, investment advisers, and investing.

Let’s discuss… Who is my primary contact person? Is he or she a representative of an investment adviser or a broker-dealer? Who can I talk to if I have concerns about how this person is treating me?

State of NY Insurance Notice

Dear NY Policyholders,

A recent Executive Order issued by Governor Cuomo, together with recent amendments to the insurance and banking regulations (the “regulations”) issued by the New York State Department of Financial Services (“Department”), extend grace periods and give you other rights under your life insurance policy or annuity contract if you can demonstrate financial hardship as a result of the novel coronavirus (“COVID‑19”) pandemic. These grace periods and rights are currently in effect but are temporary, though they may be extended further. Please check the Department’s website at https://www.dfs.ny.gov/consumers/coronavirus for updates.

A copy of the Executive Order and regulations can be found at
https://www.governor.ny.gov/news and
https://www.dfs.ny.gov, respectively.

Insurance Payments – Grace Period

If you can demonstrate financial hardship as a result of the COVID-19 pandemic, your insurer must extend to 90 days the applicable grace period for the payment of premiums and fees under your life insurance policy or annuity contract. If you do not make a timely premium payment and can demonstrate financial hardship as a result of the COVID-19 pandemic, your insurer may not impose any late fees relating to the premium payment or report you to a credit reporting agency or a debt collection agency regarding such premium payment.

Catching up on Overdue Insurance Payments

The regulations also require your insurer to permit you to pay the overdue premium over a 12-month period if you did not make a timely premium payment due to financial hardship as a result of the COVID-19 pandemic and can still demonstrate financial hardship as a result of the COVID-19 pandemic. This also applies if the insurer sent you a nonpayment cancellation notice prior to March 29, 2020.

Policies Financed by Premium Finance Agencies – Grace Period

If your life insurance policy or annuity contract has been financed through a premium finance agency, and you do not make an installment payment, the premium finance agency may not cancel your life insurance policy or annuity contract for a period of at least 90 days, including any contractual grace period, if you can demonstrate financial hardship as a result of the COVID-19 pandemic, and subject to the safety and soundness of the premium finance agency. In addition, if you do not make a timely installment payment to the premium finance agency and can demonstrate financial hardship as a result of the COVID-19 pandemic, the premium finance agency must extend the due date for the installment payment by at least 90 days, may not impose any late fees relating to that installment payment, and may not report you to a credit reporting agency or a debt collection agency regarding that installment payment.

Catching up on Overdue Payments to Premium Finance Agencies

If you do not make a timely installment payment to the premium finance agency due to financial hardship as a result of the COVID-19 pandemic, the premium finance agency must permit you to pay the installment payment over a 12-month period if you can still demonstrate financial hardship as a result of the COVID-19 pandemic, subject to the safety and soundness of the premium finance agency. This also applies if the premium finance agency issued a non-payment cancellation notice prior to March 29, 2020.

How to Demonstrate Financial Hardship

If you are unable to make a timely premium payment due to financial hardship as a result of the COVID-19 pandemic, you may submit to your insurer or premium finance agency, as applicable, a statement that you swear or affirm in writing under penalty of perjury that you are experiencing financial hardship as a result of the COVID-19 pandemic, which the insurer or premium finance agency, as applicable, shall accept as satisfactory proof. Such statement is not required to be notarized.

Questions

If you have any questions regarding your rights under the Executive Order or regulations, please contact your insurer, broker, or premium finance agency.

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Disclaimer: Securities and advisory services offered through LPL Financial, a registered investment advisor. Member FINRA/SIPC. The LPL Financial representatives associated with this page may discuss and/or transact securities business only with residents of the following states: AZ, CA, CO, CT, DE, FL, HI, ID, IL, MA, MD, NC, NH, NJ, NV, NY, OH, PA, RI, SC, TX, UT, VA and WI. Go here to read entire disclaimer.

Heena’s favorite quote:

Heena Dhruv

DUTIES

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PASTIMES

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