0001085146-21-000866.txt : 20210216 0001085146-21-000866.hdr.sgml : 20210216 20210216123031 ACCESSION NUMBER: 0001085146-21-000866 CONFORMED SUBMISSION TYPE: 13F-HR PUBLIC DOCUMENT COUNT: 2 CONFORMED PERIOD OF REPORT: 20201231 FILED AS OF DATE: 20210216 DATE AS OF CHANGE: 20210216 EFFECTIVENESS DATE: 20210216 FILER: COMPANY DATA: COMPANY CONFORMED NAME: High Falls Advisors, Inc CENTRAL INDEX KEY: 0001569139 IRS NUMBER: 461165286 STATE OF INCORPORATION: NY FISCAL YEAR END: 1231 FILING VALUES: FORM TYPE: 13F-HR SEC ACT: 1934 Act SEC FILE NUMBER: 028-17373 FILM NUMBER: 21634963 BUSINESS ADDRESS: STREET 1: 180 SOUTH CLINTON AVE STREET 2: SUITE 300 CITY: ROCHESTER STATE: NY ZIP: 14604 BUSINESS PHONE: 585-935-5300 MAIL ADDRESS: STREET 1: 180 SOUTH CLINTON AVE STREET 2: SUITE 300 CITY: ROCHESTER STATE: NY ZIP: 14604 13F-HR 1 primary_doc.xml 13F-HR LIVE false false false 0001569139 XXXXXXXX 12-31-2020 12-31-2020 false High Falls Advisors, Inc

180 SOUTH CLINTON AVE SUITE 300 ROCHESTER NY 14604

13F HOLDINGS REPORT 028-17373 N Jennifer Vogler 585-935-5308 /s/Jennifer Vogler Rochester NY 02-16-2021 0 104 344591 false INFORMATION TABLE 2 infotable.xml INFORMATION TABLE AMAZON COM INC COM 023135106 498 153 SH SOLE 0 0 153 AMGEN INC COM 031162100 595 2587 SH SOLE 0 0 2587 APPLE INC COM 037833100 6206 46774 SH SOLE 0 0 46774 AT&T INC COM 00206R102 242 8413 SH SOLE 0 0 8413 BERKSHIRE HATHAWAY INC DEL CL A 084670108 348 1 SH SOLE 0 0 1 BERKSHIRE HATHAWAY INC DEL CL B NEW 084670702 706 3045 SH SOLE 0 0 3045 BOEING CO COM 097023105 700 3270 SH SOLE 0 0 3270 BOULDER GROWTH & INCOME FD I COM 101507101 123 11026 SH SOLE 0 0 11026 CATERPILLAR INC COM 149123101 785 4310 SH SOLE 0 0 4310 COCA COLA CO COM 191216100 323 5888 SH SOLE 0 0 5888 CSX CORP COM 126408103 272 3000 SH SOLE 0 0 3000 DEERE & CO COM 244199105 377 1400 SH SOLE 0 0 1400 DISNEY WALT CO COM 254687106 269 1487 SH SOLE 0 0 1487 EASTMAN CHEM CO COM 277432100 370 3690 SH SOLE 0 0 3690 EXXON MOBIL CORP COM 30231G102 628 15240 SH SOLE 0 0 15240 FIDELITY MERRIMACK STR TR CORP BOND ETF 316188101 2607 45541 SH SOLE 0 0 45541 FIRST TR MORNINGSTAR DIVID L SHS 336917109 1215 41055 SH SOLE 0 0 41055 HOME DEPOT INC COM 437076102 235 885 SH SOLE 0 0 885 HONEYWELL INTL INC COM 438516106 759 3571 SH SOLE 0 0 3571 INTEL CORP COM 458140100 229 4591 SH SOLE 0 0 4591 INTERNATIONAL BUSINESS MACHS COM 459200101 217 1722 SH SOLE 0 0 1722 INVESCO EXCH TRADED FD TR II S&P500 LOW VOL 46138E354 720 12801 SH SOLE 0 0 12801 INVESCO EXCHANGE TRADED FD T INTL DIVI ACHI 46137V548 1450 94434 SH SOLE 0 0 94434 INVESCO EXCHANGE TRADED FD T S&P500 EQL WGT 46137V357 256 2007 SH SOLE 0 0 2007 INVESCO EXCHANGE TRADED FD T ZACKS MULT AST 46137Y500 1381 68868 SH SOLE 0 0 68868 INVESCO QQQ TR UNIT SER 1 46090E103 3948 12583 SH SOLE 0 0 12583 ISHARES INC ESG AWR MSCI EM 46434G863 10031 238938 SH SOLE 0 0 238938 ISHARES INC MSCI GBL MIN VOL 464286525 8847 91296 SH SOLE 0 0 91296 ISHARES TR 0-5YR HI YL CP 46434V407 4415 97169 SH SOLE 0 0 97169 ISHARES TR 1 3 YR TREAS BD 464287457 7472 86507 SH SOLE 0 0 86507 ISHARES TR 20 YR TR BD ETF 464287432 1283 8135 SH SOLE 0 0 8135 ISHARES TR 3 7 YR TREAS BD 464288661 1600 12035 SH SOLE 0 0 12035 ISHARES TR BARCLAYS 7 10 YR 464287440 315 2624 SH SOLE 0 0 2624 ISHARES TR CORE DIV GRWTH 46434V621 293 6534 SH SOLE 0 0 6534 ISHARES TR CORE MSCI EAFE 46432F842 12067 174663 SH SOLE 0 0 174663 ISHARES TR CORE S&P MCP ETF 464287507 9917 43150 SH SOLE 0 0 43150 ISHARES TR CORE S&P SCP ETF 464287804 10123 110151 SH SOLE 0 0 110151 ISHARES TR CORE S&P US GWT 464287671 507 5720 SH SOLE 0 0 5720 ISHARES TR CORE S&P500 ETF 464287200 23919 63717 SH SOLE 0 0 63717 ISHARES TR CORE US AGGBD ET 464287226 6956 58853 SH SOLE 0 0 58853 ISHARES TR EAFE GRWTH ETF 464288885 10009 99183 SH SOLE 0 0 99183 ISHARES TR ESG AWR MSCI USA 46435G425 21288 247452 SH SOLE 0 0 247452 ISHARES TR EXPND TEC SC ETF 464287549 612 1750 SH SOLE 0 0 1750 ISHARES TR FLTG RATE NT ETF 46429B655 836 16492 SH SOLE 0 0 16492 ISHARES TR GLOBAL TECH ETF 464287291 10281 34265 SH SOLE 0 0 34265 ISHARES TR IBOXX HI YD ETF 464288513 12563 143904 SH SOLE 0 0 143904 ISHARES TR IBOXX INV CP ETF 464287242 23554 170522 SH SOLE 0 0 170522 ISHARES TR ISHS 1-5YR INVS 464288646 6917 125376 SH SOLE 0 0 125376 ISHARES TR MBS ETF 464288588 11956 108566 SH SOLE 0 0 108566 ISHARES TR MRGSTR MD CP GRW 464288307 306 800 SH SOLE 0 0 800 ISHARES TR MRNGSTR LG-CP GR 464287119 203 700 SH SOLE 0 0 700 ISHARES TR MSCI EAFE MIN VL 46429B689 9521 129702 SH SOLE 0 0 129702 ISHARES TR MSCI USA MIN VOL 46429B697 15054 221774 SH SOLE 0 0 221774 ISHARES TR MSCI USA QLT FCT 46432F339 260 2233 SH SOLE 0 0 2233 ISHARES TR MSCI USA VALUE 46432F388 5843 67229 SH SOLE 0 0 67229 ISHARES TR NATIONAL MUN ETF 464288414 1284 10954 SH SOLE 0 0 10954 ISHARES TR PFD AND INCM SEC 464288687 9147 237519 SH SOLE 0 0 237519 ISHARES TR RUS 1000 ETF 464287622 893 4216 SH SOLE 0 0 4216 ISHARES TR RUS 1000 GRW ETF 464287614 458 1901 SH SOLE 0 0 1901 ISHARES TR RUS 2000 GRW ETF 464287648 453 1581 SH SOLE 0 0 1581 ISHARES TR RUS MD CP GR ETF 464287481 297 2894 SH SOLE 0 0 2894 ISHARES TR S&P MC 400GR ETF 464287606 376 5200 SH SOLE 0 0 5200 ISHARES TR SELECT DIVID ETF 464287168 12253 127399 SH SOLE 0 0 127399 ISHARES TR TIPS BD ETF 464287176 5757 45104 SH SOLE 0 0 45104 ISHARES TR TRANS AVG ETF 464287192 910 4125 SH SOLE 0 0 4125 ISHARES TR U.S. MED DVC ETF 464288810 9549 29175 SH SOLE 0 0 29175 ISHARES TR U.S. REAL ES ETF 464287739 4234 49430 SH SOLE 0 0 49430 ISHARES TR U.S. TECH ETF 464287721 424 4979 SH SOLE 0 0 4979 ISHARES TR US TREAS BD ETF 46429B267 9771 358705 SH SOLE 0 0 358705 ISHARES U S ETF TR BLACKROCK ST MAT 46431W507 314 6250 SH SOLE 0 0 6250 JOHNSON & JOHNSON COM 478160104 827 5252 SH SOLE 0 0 5252 JPMORGAN CHASE & CO COM 46625H100 956 7520 SH SOLE 0 0 7520 MCDONALDS CORP COM 580135101 480 2237 SH SOLE 0 0 2237 MEDTRONIC PLC SHS G5960L103 247 2108 SH SOLE 0 0 2108 MERCK & CO. INC COM 58933Y105 285 3487 SH SOLE 0 0 3487 MICROSOFT CORP COM 594918104 1568 7048 SH SOLE 0 0 7048 NUVEEN MUN VALUE FD INC COM 670928100 122 11000 SH SOLE 0 0 11000 ORACLE CORP COM 68389X105 264 4076 SH SOLE 0 0 4076 PAYCHEX INC COM 704326107 679 7289 SH SOLE 0 0 7289 PEPSICO INC COM 713448108 205 1381 SH SOLE 0 0 1381 PFIZER INC COM 717081103 345 9371 SH SOLE 0 0 9371 PIMCO ETF TR ENHAN SHRT MA AC 72201R833 666 6527 SH SOLE 0 0 6527 PROCTER AND GAMBLE CO COM 742718109 587 4215 SH SOLE 0 0 4215 SELECT SECTOR SPDR TR SBI CONS DISCR 81369Y407 792 4925 SH SOLE 0 0 4925 SELECT SECTOR SPDR TR SBI INT-UTILS 81369Y886 626 9977 SH SOLE 0 0 9977 SELECT SECTOR SPDR TR SBI MATERIALS 81369Y100 769 10624 SH SOLE 0 0 10624 SOUTHERN CO COM 842587107 276 4494 SH SOLE 0 0 4494 SPDR DOW JONES INDL AVERAGE UT SER 1 78467X109 245 800 SH SOLE 0 0 800 SPDR S&P 500 ETF TR TR UNIT 78462F103 14517 38829 SH SOLE 0 0 38829 SPDR S&P MIDCAP 400 ETF TR UTSER1 S&PDCRP 78467Y107 2488 5926 SH SOLE 0 0 5926 SPDR SER TR S&P 600 SML CAP 78464A813 366 4600 SH SOLE 0 0 4600 SPDR SER TR S&P DIVID ETF 78464A763 1743 16451 SH SOLE 0 0 16451 SPDR SER TR S&P HOMEBUILD 78464A888 876 15196 SH SOLE 0 0 15196 STARBUCKS CORP COM 855244109 281 2627 SH SOLE 0 0 2627 TARGET CORP COM 87612E106 353 2000 SH SOLE 0 0 2000 TESLA INC COM 88160R101 466 660 SH SOLE 0 0 660 VANECK VECTORS ETF TR SEMICONDUCTOR ET 92189F676 866 3964 SH SOLE 0 0 3964 VANGUARD INDEX FDS GROWTH ETF 922908736 353 1394 SH SOLE 0 0 1394 VANGUARD SCOTTSDALE FDS SHRT TRM CORP BD 92206C409 514 6172 SH SOLE 0 0 6172 VANGUARD WORLD FDS INF TECH ETF 92204A702 1133 3203 SH SOLE 0 0 3203 VERIZON COMMUNICATIONS INC COM 92343V104 370 6295 SH SOLE 0 0 6295 VISA INC COM CL A 92826C839 859 3928 SH SOLE 0 0 3928 WALMART INC COM 931142103 672 4663 SH SOLE 0 0 4663 WP CAREY INC COM 92936U109 268 3797 SH SOLE 0 0 3797