<?xml version="1.0" encoding="UTF-8"?>
<edgarSubmission xmlns="http://www.sec.gov/edgar/mafiler" xmlns:com="http://www.sec.gov/edgar/common_ma" xmlns:com1="http://www.sec.gov/edgar/common">
  <headerData>
    <submissionType>MA/A</submissionType>
    <filerInfo>
      <com:filer>
        <com1:filerId>0000090608</com1:filerId>
        <com1:filerCcc>XXXXXXXX</com1:filerCcc>
      </com:filer>
      <com:contact>
        <com1:name>Valerie Hebert</com1:name>
        <com1:phoneNumber>203-418-9020</com1:phoneNumber>
      </com:contact>
      <com:contactEmail>vhebert@hjsims.com</com:contactEmail>
      <com:notifications>
        <com1:internetNotificationAddress>VHebert@hjsims.com</com1:internetNotificationAddress>
        <com1:internetNotificationAddress>kcarroll@hjsims.com</com1:internetNotificationAddress>
      </com:notifications>
    </filerInfo>
  </headerData>
  <formData>
    <firmName>HERBERT J. SIMS &amp; CO, INC.</firmName>
    <firmCrdNumber>3420</firmCrdNumber>
    <irsNum>13-5213180</irsNum>
    <registrations>
      <maTregistration>
        <com:fileNumber>866-00704-00</com:fileNumber>
      </maTregistration>
      <baseRegistrations>
        <maRegistration>
          <com:fileNumber>867-01435</com:fileNumber>
        </maRegistration>
        <baseRegistrations>
          <com:bdRegistration>
            <com:fileNumber>008-3315</com:fileNumber>
            <com:crdNumber>3420</com:crdNumber>
          </com:bdRegistration>
        </baseRegistrations>
      </baseRegistrations>
    </registrations>
    <principalOfficeAddress>
      <addressInfo>
        <com:address>
          <com1:street1>2150 POST ROAD</com1:street1>
          <com1:street2>SUITE 301</com1:street2>
          <com1:city>FAIRFIELD</com1:city>
          <com1:stateOrCountry>CT</com1:stateOrCountry>
          <com1:zipCode>06824</com1:zipCode>
        </com:address>
      </addressInfo>
      <phoneNumber>203-418-9030</phoneNumber>
    </principalOfficeAddress>
    <additionalOffices>
      <additionalOffice>
        <addDeleteAmend>
          <com:add>Add</com:add>
        </addDeleteAmend>
        <officeInfo>
          <addressInfo>
            <com:address>
              <com1:street1>11140 Rockville Pike</com1:street1>
              <com1:street2>Suite 630</com1:street2>
              <com1:city>Rockille</com1:city>
              <com1:stateOrCountry>MD</com1:stateOrCountry>
              <com1:zipCode>20852</com1:zipCode>
            </com:address>
          </addressInfo>
          <phoneNumber>203-418-9083</phoneNumber>
          <faxNumber>203-418-9083</faxNumber>
        </officeInfo>
      </additionalOffice>
    </additionalOffices>
    <mailingAddressDifferent>N</mailingAddressDifferent>
    <primaryWebAddress>www.hjsims.com.</primaryWebAddress>
    <cco>
      <name>
        <com:firstName>Valerie</com:firstName>
        <com:middleName>Odette</com:middleName>
        <com:lastName>Hebert</com:lastName>
      </name>
      <address>
        <com:address>
          <com1:street1>2150 Post Road</com1:street1>
          <com1:street2>Suite 301</com1:street2>
          <com1:city>Fairfield</com1:city>
          <com1:stateOrCountry>CT</com1:stateOrCountry>
          <com1:zipCode>06824</com1:zipCode>
        </com:address>
      </address>
      <phoneNumber>203-418-9020</phoneNumber>
      <faxNumber>203-418-9082</faxNumber>
      <email>vhebert@hjsims.com</email>
    </cco>
    <contactPerson>
      <name>
        <com:firstName>Karen</com:firstName>
        <com:middleName>Patrice</com:middleName>
        <com:lastName>Carroll</com:lastName>
      </name>
      <address>
        <com:address>
          <com1:street1>2150 Post Road</com1:street1>
          <com1:street2>Suit 301</com1:street2>
          <com1:city>Fairfield</com1:city>
          <com1:stateOrCountry>CT</com1:stateOrCountry>
          <com1:zipCode>06824</com1:zipCode>
        </com:address>
      </address>
      <phoneNumber>561-620-2138</phoneNumber>
      <faxNumber>203-418-9082</faxNumber>
      <email>kcarroll@hjsims.com</email>
    </contactPerson>
    <businessAffiliates>
      <businessAffiliate>
        <affiliateName>Herbert J. Sims Capital Management Inc.</affiliateName>
        <hasApplicableRegistration>Y</hasApplicableRegistration>
        <applicableRegistration>
          <issuingAgencyName>CT Registered Investment Advisor</issuingAgencyName>
          <registrationNumber>CRD # 134510</registrationNumber>
          <jurisdiction>
            <US_State>CT</US_State>
          </jurisdiction>
        </applicableRegistration>
      </businessAffiliate>
      <businessAffiliate>
        <affiliateName>Sims Mortgage Funding, Inc.</affiliateName>
        <hasApplicableRegistration>N</hasApplicableRegistration>
      </businessAffiliate>
      <businessAffiliate>
        <affiliateName>HJS, Advisors Inc.</affiliateName>
        <hasApplicableRegistration>N</hasApplicableRegistration>
      </businessAffiliate>
    </businessAffiliates>
    <formOfOrganization>
      <formOrgType>
        <formOrgTypes>
          <Corporation/>
        </formOrgTypes>
      </formOrgType>
    </formOfOrganization>
    <monthOfFiscalYearEnd>December</monthOfFiscalYearEnd>
    <organizedJurisdiction>
      <com1:stateOrCountry>DE</com1:stateOrCountry>
    </organizedJurisdiction>
    <dateOfOrganization>12-15-2012</dateOfOrganization>
    <isPrcApplicant>N</isPrcApplicant>
    <numberOfEmployees>77</numberOfEmployees>
    <employeesEngagedInMAA>16</employeesEngagedInMAA>
    <maaEmployeesRegBD>16</maaEmployeesRegBD>
    <maaRegIA>0</maaRegIA>
    <numberOfSolicitingFirms>0</numberOfSolicitingFirms>
    <clientsServedAsMA>22</clientsServedAsMA>
    <typesOfClients>
      <typesOfClients>
        <clientTypes>Non-profit organizations</clientTypes>
        <clientTypes>Corporations or other businesses</clientTypes>
      </typesOfClients>
    </typesOfClients>
    <numberOfSolicitedME>0</numberOfSolicitedME>
    <numberOfSolicitedOP>0</numberOfSolicitedOP>
    <totalNumberOfSolicitedMEAndOP>0</totalNumberOfSolicitedMEAndOP>
    <typesOfSolicitedPersons>
      <solicitationPersonTypes>
        <solicitationPersonTypes>Other</solicitationPersonTypes>
      </solicitationPersonTypes>
      <spOtherDescription>Continuous Care Retirement Communities</spOtherDescription>
    </typesOfSolicitedPersons>
    <meOrOPCompensationTypes>
      <compensationTypes>
        <compensationTypes>Fixed Fees</compensationTypes>
        <compensationTypes>Contingent Fees</compensationTypes>
      </compensationTypes>
    </meOrOPCompensationTypes>
    <solicitationCompensationTypes>
      <compensationTypes>
        <compensationTypes>Not Applicable</compensationTypes>
      </compensationTypes>
    </solicitationCompensationTypes>
    <engagedActivities>
      <engagedActivityTypes>
        <engagedActivityType>Advice Insurance Of MS</engagedActivityType>
        <engagedActivityType>Advice Investment Of Proceeds MS</engagedActivityType>
        <engagedActivityType>Advice ME Investments</engagedActivityType>
        <engagedActivityType>Advice Guaranteed IC</engagedActivityType>
      </engagedActivityTypes>
    </engagedActivities>
    <otherActivities>
      <brokerDealers>
        <isActivelyEngaged>Y</isActivelyEngaged>
        <isPrimaryBusiness>Y</isPrimaryBusiness>
      </brokerDealers>
      <insurance>
        <isActivelyEngaged>Y</isActivelyEngaged>
      </insurance>
    </otherActivities>
    <isEngagedInOtherNonMAABusiness>Y</isEngagedInOtherNonMAABusiness>
    <fiaAssociatedPersonsTypes>
      <fiaAPTypes>Broker-dealer municipal securities dealer or government securities broker or dealer</fiaAPTypes>
      <fiaAPTypes>Investment Adviser</fiaAPTypes>
    </fiaAssociatedPersonsTypes>
    <totalFIAAssociatedPersons>2</totalFIAAssociatedPersons>
    <fiaAssociatedPersons>
      <fiaAssociatedPerson>
        <type>
          <com:add>Add</com:add>
        </type>
        <apTypes>
          <fiaAPTypes>Broker-dealer municipal securities dealer or government securities broker or dealer</fiaAPTypes>
        </apTypes>
        <legalName>HJ Sims</legalName>
        <primaryBusinessName>Broker Dealer</primaryBusinessName>
        <otherMunicipalAdviser>
          <isControlOrControlled>Y</isControlOrControlled>
          <isUnderCommonControl>Y</isUnderCommonControl>
          <isRegisteredWithFFRA>N</isRegisteredWithFFRA>
        </otherMunicipalAdviser>
      </fiaAssociatedPerson>
      <fiaAssociatedPerson>
        <type>
          <com:add>Add</com:add>
        </type>
        <apTypes>
          <fiaAPTypes>Investment Company</fiaAPTypes>
          <fiaAPTypes>Insurance company or agency</fiaAPTypes>
        </apTypes>
        <legalName>Herbert J Sims Capital Management Inc.</legalName>
        <primaryBusinessName>Investment Advisor</primaryBusinessName>
        <otherMunicipalAdviser>
          <isControlOrControlled>Y</isControlOrControlled>
          <isUnderCommonControl>Y</isUnderCommonControl>
          <isRegisteredWithFFRA>N</isRegisteredWithFFRA>
        </otherMunicipalAdviser>
      </fiaAssociatedPerson>
    </fiaAssociatedPersons>
    <participationInterestMACT>
      <mactBuySellFromClients>Y</mactBuySellFromClients>
      <mactBuySellRecommendToClients>N</mactBuySellRecommendToClients>
      <mactEnterDerivativesWithClients>N</mactEnterDerivativesWithClients>
      <mactRecommendOwnedInterestToClients>N</mactRecommendOwnedInterestToClients>
      <mactRecommendToClientsServing>Y</mactRecommendToClientsServing>
      <mactRecommendToClientsHavingOtherSalesInterest>N</mactRecommendToClientsHavingOtherSalesInterest>
      <mactDiscAuthBuySellAsMAA>N</mactDiscAuthBuySellAsMAA>
      <mactDiscAuthBuySell>N</mactDiscAuthBuySell>
      <mactDiscAuthDetermineBrokerDealer>N</mactDiscAuthDetermineBrokerDealer>
      <mactDiscAuthDetermineCommissionToBrokerDealer>N</mactDiscAuthDetermineCommissionToBrokerDealer>
      <mactRecommendBrokerDealerToClient>N</mactRecommendBrokerDealerToClient>
      <mactCompensateForReferrals>N</mactCompensateForReferrals>
      <mactReceiveCompensationForReferrals>N</mactReceiveCompensationForReferrals>
    </participationInterestMACT>
    <disclosureAnswers>
      <criminalDisclosure>
        <com:isConvictedOfFelony>N</com:isConvictedOfFelony>
        <com:isChargedWithFelony>N</com:isChargedWithFelony>
        <com:isOrgConvictedOfFelony>N</com:isOrgConvictedOfFelony>
        <com:isOrgChargedWithFelony>N</com:isOrgChargedWithFelony>
      </criminalDisclosure>
      <regulatoryDisclosure>
        <com:isMadeFalseStatement>N</com:isMadeFalseStatement>
        <com:isViolatedRegulation>N</com:isViolatedRegulation>
        <com:isCauseOfDenial>N</com:isCauseOfDenial>
        <com:isOrderAgainst>N</com:isOrderAgainst>
        <com:isImposedPenalty>N</com:isImposedPenalty>
        <com:isUnEthical>N</com:isUnEthical>
        <com:isFoundInViolationOfRegulation>N</com:isFoundInViolationOfRegulation>
        <com:isFoundInCauseOfDenial>N</com:isFoundInCauseOfDenial>
        <com:isOrderAgainstActivity>N</com:isOrderAgainstActivity>
        <com:isDeniedLicense>N</com:isDeniedLicense>
        <com:isFoundMadeFalseStatement>N</com:isFoundMadeFalseStatement>
        <com:isFoundInViolationOfRules>N</com:isFoundInViolationOfRules>
        <com:isFoundInCauseOfSuspension>N</com:isFoundInCauseOfSuspension>
        <com:isDiscipliend>N</com:isDiscipliend>
        <com:isAuthorizedToActAttorney>N</com:isAuthorizedToActAttorney>
        <com:isRegulatoryComplaint>N</com:isRegulatoryComplaint>
      </regulatoryDisclosure>
      <civilDisclosure>
        <com:isEnjoined>N</com:isEnjoined>
        <com:isFoundInViolationOfRegulation>N</com:isFoundInViolationOfRegulation>
        <com:isDismissed>N</com:isDismissed>
        <com:isNamedInCivilProceeding>N</com:isNamedInCivilProceeding>
      </civilDisclosure>
    </disclosureAnswers>
    <hasAnnualReceiptsLessThan7Million>N</hasAnnualReceiptsLessThan7Million>
    <isAffiliatedWithReceiptsMoreThan7Million>Y</isAffiliatedWithReceiptsMoreThan7Million>
    <scheduleA>
      <businesses>
        <business>
          <name>Teksys</name>
          <controPersonPR>N</controPersonPR>
          <deFeNp>
            <de/>
          </deFeNp>
          <irsNum>13-2674133</irsNum>
          <baseInformation>
            <titleStatus>Owner</titleStatus>
            <statusAcquired>08-28-2014</statusAcquired>
            <ownershipCode>E</ownershipCode>
            <isControPerson>N</isControPerson>
          </baseInformation>
        </business>
      </businesses>
      <persons>
        <person>
          <name>
            <com:firstName>William</com:firstName>
            <com:middleName>Barnett</com:middleName>
            <com:lastName>Sims</com:lastName>
          </name>
          <baseInformation>
            <titleStatus>President</titleStatus>
            <statusAcquired>08-28-2014</statusAcquired>
            <ownershipCode>NA</ownershipCode>
            <isControPerson>Y</isControPerson>
            <crdNumber>425019</crdNumber>
          </baseInformation>
        </person>
        <person>
          <name>
            <com:firstName>Jason</com:firstName>
            <com:middleName>Howard</com:middleName>
            <com:lastName>Diamond</com:lastName>
          </name>
          <baseInformation>
            <titleStatus>Chief Financial Officer/Managing Principal</titleStatus>
            <statusAcquired>05-01-2007</statusAcquired>
            <ownershipCode>NA</ownershipCode>
            <isControPerson>Y</isControPerson>
            <crdNumber>2320884</crdNumber>
          </baseInformation>
        </person>
        <person>
          <name>
            <com:firstName>R Jeffrey</com:firstName>
            <com:middleName>NMN</com:middleName>
            <com:lastName>Sands</com:lastName>
          </name>
          <baseInformation>
            <titleStatus>Director</titleStatus>
            <statusAcquired>12-15-2012</statusAcquired>
            <ownershipCode>NA</ownershipCode>
            <isControPerson>Y</isControPerson>
            <crdNumber>4285040</crdNumber>
          </baseInformation>
        </person>
        <person>
          <name>
            <com:firstName>Aaron</com:firstName>
            <com:middleName>Mordecai</com:middleName>
            <com:lastName>Rulnick</com:lastName>
          </name>
          <baseInformation>
            <titleStatus>Director</titleStatus>
            <statusAcquired>12-15-2012</statusAcquired>
            <ownershipCode>NA</ownershipCode>
            <isControPerson>Y</isControPerson>
            <crdNumber>3149315</crdNumber>
          </baseInformation>
        </person>
        <person>
          <name>
            <com:firstName>Daniel</com:firstName>
            <com:middleName>Joseph</com:middleName>
            <com:lastName>Mullane</com:lastName>
          </name>
          <baseInformation>
            <titleStatus>Managing Principal</titleStatus>
            <statusAcquired>08-01-2019</statusAcquired>
            <ownershipCode>NA</ownershipCode>
            <isControPerson>Y</isControPerson>
            <crdNumber>1246435</crdNumber>
          </baseInformation>
        </person>
        <person>
          <name>
            <com:firstName>Valerie</com:firstName>
            <com:middleName>Odette</com:middleName>
            <com:lastName>Hebert</com:lastName>
          </name>
          <baseInformation>
            <titleStatus>Chief Compliance Officer</titleStatus>
            <statusAcquired>09-16-2019</statusAcquired>
            <ownershipCode>NA</ownershipCode>
            <isControPerson>N</isControPerson>
            <crdNumber>4007252</crdNumber>
          </baseInformation>
        </person>
      </persons>
    </scheduleA>
    <scheduleC>
      <directBusinesses>
        <business>
          <baseInformation>
            <name>Teksys</name>
            <controPersonPR>N</controPersonPR>
            <deFeNp>
              <de/>
            </deFeNp>
            <irsNum>13-2674133</irsNum>
            <baseInformation>
              <titleStatus>Owner</titleStatus>
              <statusAcquired>08-28-2014</statusAcquired>
              <ownershipCode>E</ownershipCode>
              <isControPerson>N</isControPerson>
            </baseInformation>
          </baseInformation>
        </business>
      </directBusinesses>
      <directPersons>
        <person>
          <baseInformation>
            <name>
              <com:firstName>William</com:firstName>
              <com:middleName>Barnett</com:middleName>
              <com:lastName>Sims</com:lastName>
            </name>
            <baseInformation>
              <titleStatus>President</titleStatus>
              <statusAcquired>08-28-2014</statusAcquired>
              <ownershipCode>NA</ownershipCode>
              <isControPerson>Y</isControPerson>
              <crdNumber>425019</crdNumber>
            </baseInformation>
          </baseInformation>
        </person>
        <person>
          <baseInformation>
            <name>
              <com:firstName>Jason</com:firstName>
              <com:middleName>Howard</com:middleName>
              <com:lastName>Diamond</com:lastName>
            </name>
            <baseInformation>
              <titleStatus>Chief Financial Officer/Managing Principal</titleStatus>
              <statusAcquired>05-01-2007</statusAcquired>
              <ownershipCode>NA</ownershipCode>
              <isControPerson>Y</isControPerson>
              <crdNumber>2320884</crdNumber>
            </baseInformation>
          </baseInformation>
        </person>
        <person>
          <baseInformation>
            <name>
              <com:firstName>R Jeffrey</com:firstName>
              <com:middleName>NMN</com:middleName>
              <com:lastName>Sands</com:lastName>
            </name>
            <baseInformation>
              <titleStatus>Director</titleStatus>
              <statusAcquired>12-15-2012</statusAcquired>
              <ownershipCode>NA</ownershipCode>
              <isControPerson>Y</isControPerson>
              <crdNumber>4285040</crdNumber>
            </baseInformation>
          </baseInformation>
        </person>
        <person>
          <baseInformation>
            <name>
              <com:firstName>Aaron</com:firstName>
              <com:middleName>Mordecai</com:middleName>
              <com:lastName>Rulnick</com:lastName>
            </name>
            <baseInformation>
              <titleStatus>Director</titleStatus>
              <statusAcquired>12-15-2012</statusAcquired>
              <ownershipCode>NA</ownershipCode>
              <isControPerson>Y</isControPerson>
              <crdNumber>3149315</crdNumber>
            </baseInformation>
          </baseInformation>
        </person>
        <person>
          <baseInformation>
            <name>
              <com:firstName>Daniel</com:firstName>
              <com:middleName>Joseph</com:middleName>
              <com:lastName>Mullane</com:lastName>
            </name>
            <baseInformation>
              <titleStatus>Managing Principal</titleStatus>
              <statusAcquired>08-01-2019</statusAcquired>
              <ownershipCode>NA</ownershipCode>
              <isControPerson>Y</isControPerson>
              <crdNumber>1246435</crdNumber>
            </baseInformation>
          </baseInformation>
        </person>
        <person>
          <baseInformation>
            <name>
              <com:firstName>Valerie</com:firstName>
              <com:middleName>Odette</com:middleName>
              <com:lastName>Hebert</com:lastName>
            </name>
            <baseInformation>
              <titleStatus>Chief Compliance Officer</titleStatus>
              <statusAcquired>09-16-2019</statusAcquired>
              <ownershipCode>NA</ownershipCode>
              <isControPerson>N</isControPerson>
              <crdNumber>4007252</crdNumber>
            </baseInformation>
          </baseInformation>
        </person>
      </directPersons>
    </scheduleC>
    <maExecutionPage>
      <signature>
        <com1:signature>Valerie Hebert</com1:signature>
        <com1:signerName>Valerie Hebert</com1:signerName>
        <com1:title>CCO</com1:title>
        <com1:date>07-25-2024</com1:date>
      </signature>
      <crdNumber>4007252</crdNumber>
    </maExecutionPage>
    <controls>
      <isSolePropietor>N</isSolePropietor>
      <hasNameChange>N</hasNameChange>
      <hasDBAName>N</hasDBAName>
      <hasPreviousDBAName>N</hasPreviousDBAName>
      <hasAdditionalDBANames>N</hasAdditionalDBANames>
      <hasMATReg>Y</hasMATReg>
      <additionalRegs>N</additionalRegs>
      <additionalOffices>Y</additionalOffices>
      <hasMailingAddress>N</hasMailingAddress>
      <hasAdditionalWebsites>N</hasAdditionalWebsites>
      <hasBooksRecords>N</hasBooksRecords>
      <isRegisteredFFRA>N</isRegisteredFFRA>
      <isAffiliatedOtherBus>Y</isAffiliatedOtherBus>
      <independentBusinessEmployee>N</independentBusinessEmployee>
      <receiveCompensationForMAAFromOtherClients>N</receiveCompensationForMAAFromOtherClients>
      <isSucceedingApplicant>N</isSucceedingApplicant>
      <isCPForApplicantPolicy>N</isCPForApplicantPolicy>
      <isPRCompanyUnder1215>N</isPRCompanyUnder1215>
      <hasScheduleB>N</hasScheduleB>
      <isSection12Or15ReportingCompany>N</isSection12Or15ReportingCompany>
      <isOtherNonMAABuisinesssPrimary>N</isOtherNonMAABuisinesssPrimary>
    </controls>
  </formData>
</edgarSubmission>
