<?xml version="1.0" encoding="UTF-8"?>
<edgarSubmission xmlns="http://www.sec.gov/edgar/maifiler" xmlns:com="http://www.sec.gov/edgar/common_ma" xmlns:com1="http://www.sec.gov/edgar/common">
  <headerData>
    <submissionType>MA-I</submissionType>
    <filerInfo>
      <com:filer>
        <com1:filerId>0000090608</com1:filerId>
        <com1:filerCcc>XXXXXXXX</com1:filerCcc>
      </com:filer>
      <com:contact>
        <com1:name>kcarroll@hjsims.com</com1:name>
        <com1:phoneNumber>561-620-2138</com1:phoneNumber>
      </com:contact>
      <com:contactEmail>kcarroll@hjsims.com</com:contactEmail>
      <com:notifications>
        <com1:internetNotificationAddress>kcarroll@hjsims.com</com1:internetNotificationAddress>
        <com1:internetNotificationAddress>vhebert@hjsims.com</com1:internetNotificationAddress>
      </com:notifications>
    </filerInfo>
  </headerData>
  <formData>
    <isAmendment>N</isAmendment>
    <isIndividual>N</isIndividual>
    <applicantName>
      <com:firstName>AKSHAI</com:firstName>
      <com:middleName>JOTIKUMAR</com:middleName>
      <com:lastName>PATEL</com:lastName>
    </applicantName>
    <applicantCrdNum>7070739</applicantCrdNum>
    <hasMoreThanOneAdvisoryFirms>N</hasMoreThanOneAdvisoryFirms>
    <noOfAdvisoryFirms>1</noOfAdvisoryFirms>
    <municipalAdvisorOffices>
      <municipalAdvisorOffice>
        <municipalFirm>
          <municipalFiler>
            <filerId>0000090608</filerId>
          </municipalFiler>
          <municipalFirmName>HERBERT J. SIMS &amp; CO, INC.</municipalFirmName>
          <recentEmploymentCommencedDate>03-19-2024</recentEmploymentCommencedDate>
          <isIndependentRelatioship>N</isIndependentRelatioship>
        </municipalFirm>
        <maRegistration>
          <secRegistration>
            <com:fileNumber>867-01435</com:fileNumber>
          </secRegistration>
        </maRegistration>
        <advisorOffices>
          <advisorOffice>
            <locationInfo>LOCATED</locationInfo>
            <startDate>04-02-2025</startDate>
          </advisorOffice>
          <advisorOffice>
            <locationInfo>SUPERVISED</locationInfo>
            <startDate>11-19-2024</startDate>
            <addressInfo>
              <com:address>
                <com1:street1>11140 ROCKVILLE PIKE, SUITE 630</com1:street1>
                <com1:city>ROCKVILLE</com1:city>
                <com1:stateOrCountry>MD</com1:stateOrCountry>
                <com1:zipCode>20852</com1:zipCode>
              </com:address>
            </addressInfo>
          </advisorOffice>
        </advisorOffices>
      </municipalAdvisorOffice>
    </municipalAdvisorOffices>
    <residentialHistory>


    </residentialHistory>
    <employmentHistory>
      <currentEmployer>
        <startDate>03-2024</startDate>
        <name>HERBERT J SIMS &amp; CO., INC.</name>
        <addressInfo>
          <city>ROCKVILLE</city>
          <stateOrCountry>
            <com1:stateOrCountry>MD</com1:stateOrCountry>
          </stateOrCountry>
          <zipCode>20852</zipCode>
        </addressInfo>
        <isRelatedToMunicipalAdvisor>Y</isRelatedToMunicipalAdvisor>
        <isRelatedToInvestment>Y</isRelatedToInvestment>
        <positionDescription>EXECUTIVE VICE PRESIDENT</positionDescription>
      </currentEmployer>
      <priorEmployers>
        <priorEmployer>
          <startDate>01-2019</startDate>
          <endDate>03-2024</endDate>
          <name>RBC CAPITAL MARKETS, LLC</name>
          <addressInfo>
            <city>PHOENIX</city>
            <stateOrCountry>
              <com1:stateOrCountry>AZ</com1:stateOrCountry>
            </stateOrCountry>
            <zipCode>85016</zipCode>
          </addressInfo>
          <isRelatedToMunicipalAdvisor>Y</isRelatedToMunicipalAdvisor>
          <isRelatedToInvestment>Y</isRelatedToInvestment>
          <positionDescription>INVESTMENT BANKER</positionDescription>
        </priorEmployer>
        <priorEmployer>
          <startDate>07-2018</startDate>
          <endDate>01-2019</endDate>
          <name>ASU PREPARATORY ACADEMY</name>
          <addressInfo>
            <city>TEMPE</city>
            <stateOrCountry>
              <com1:stateOrCountry>AZ</com1:stateOrCountry>
            </stateOrCountry>
            <zipCode>85281</zipCode>
          </addressInfo>
          <isRelatedToMunicipalAdvisor>N</isRelatedToMunicipalAdvisor>
          <isRelatedToInvestment>N</isRelatedToInvestment>
          <positionDescription>CHIEF STRATEGY OFFICER</positionDescription>
        </priorEmployer>
        <priorEmployer>
          <startDate>07-2009</startDate>
          <endDate>06-2018</endDate>
          <name>PHOENIX COLLEGIATE ACADEMY</name>
          <addressInfo>
            <city>PHOENIX</city>
            <stateOrCountry>
              <com1:stateOrCountry>AZ</com1:stateOrCountry>
            </stateOrCountry>
            <zipCode>85013</zipCode>
          </addressInfo>
          <isRelatedToMunicipalAdvisor>N</isRelatedToMunicipalAdvisor>
          <isRelatedToInvestment>N</isRelatedToInvestment>
          <positionDescription>CO-FOUNDER &amp; COO &amp; CEO</positionDescription>
        </priorEmployer>
      </priorEmployers>
    </employmentHistory>
    <isEngagedInOtherBusiness>Y</isEngagedInOtherBusiness>
    <otherBusinesses>
      <otherBusiness>
        <startDate>01-2011</startDate>
        <name>DEANSLIST</name>
        <addressInfo>
          <com1:street1>175 VARICK STREET</com1:street1>
          <com1:city>NEW YORK</com1:city>
          <com1:stateOrCountry>NY</com1:stateOrCountry>
          <com1:zipCode>10014</com1:zipCode>
        </addressInfo>
        <isRelatedToMunicipalAdvisor>N</isRelatedToMunicipalAdvisor>
        <isRelatedToInvestment>N</isRelatedToInvestment>
        <natureOfBusiness>EDUCATIONAL SOFTWARE PRODUCTS</natureOfBusiness>
        <positionDescription>BOARD MEMBER &amp; MINORITY OWNER</positionDescription>
        <approximateHoursOrMonths>5</approximateHoursOrMonths>
        <dutiesDescription>ANNUAL RETREAT &amp; USERS CONFERENCE</dutiesDescription>
      </otherBusiness>
      <otherBusiness>
        <startDate>08-2019</startDate>
        <name>ASU SCHOOL OF PUBLIC SERVICE</name>
        <addressInfo>
          <com1:street1>411 N CENTRAL AVE</com1:street1>
          <com1:city>PHOENIX</com1:city>
          <com1:stateOrCountry>AZ</com1:stateOrCountry>
          <com1:zipCode>85004</com1:zipCode>
        </addressInfo>
        <isRelatedToMunicipalAdvisor>N</isRelatedToMunicipalAdvisor>
        <isRelatedToInvestment>N</isRelatedToInvestment>
        <natureOfBusiness>UNIVERSITY</natureOfBusiness>
        <positionDescription>INSTRUCTOR</positionDescription>
        <approximateHoursOrMonths>4</approximateHoursOrMonths>
        <dutiesDescription>INSTRUCT UNDERGRADUATE COURSE ON CIVIC LEADERSHIP</dutiesDescription>
      </otherBusiness>
      <otherBusiness>
        <startDate>03-2017</startDate>
        <name>PHOENIX PUBLIC LIBRARY</name>
        <addressInfo>
          <com1:street1>200 W WASHINGTON ST</com1:street1>
          <com1:city>PHOENIX</com1:city>
          <com1:stateOrCountry>AZ</com1:stateOrCountry>
          <com1:zipCode>85003</com1:zipCode>
        </addressInfo>
        <isRelatedToMunicipalAdvisor>N</isRelatedToMunicipalAdvisor>
        <isRelatedToInvestment>N</isRelatedToInvestment>
        <natureOfBusiness>PUBLIC LIBRARY</natureOfBusiness>
        <positionDescription>BOARD MEMBER</positionDescription>
        <approximateHoursOrMonths>5</approximateHoursOrMonths>
        <dutiesDescription>RAISING MONEY FOR PROGRAMMING FOR KIDS</dutiesDescription>
      </otherBusiness>
      <otherBusiness>
        <startDate>07-2020</startDate>
        <name>AZ STATE BOARD FOR CHARTER SCHOOLS</name>
        <addressInfo>
          <com1:street1>1700 W. WASHINGTON ST</com1:street1>
          <com1:city>PHOENIX</com1:city>
          <com1:stateOrCountry>AZ</com1:stateOrCountry>
          <com1:zipCode>85007</com1:zipCode>
        </addressInfo>
        <isRelatedToMunicipalAdvisor>N</isRelatedToMunicipalAdvisor>
        <isRelatedToInvestment>N</isRelatedToInvestment>
        <natureOfBusiness>STATE AGENCY</natureOfBusiness>
        <positionDescription>TECHNICAL REVIEW PANEL MEMBER</positionDescription>
        <approximateHoursOrMonths>15</approximateHoursOrMonths>
        <dutiesDescription>REVIEW CHARTER APPLICATIONS</dutiesDescription>
      </otherBusiness>
      <otherBusiness>
        <startDate>12-2021</startDate>
        <name>ESLP GROUP</name>
        <addressInfo>
          <com1:street1>2781 N OAKMONT DR</com1:street1>
          <com1:city>FLAGSTAFF </com1:city>
          <com1:stateOrCountry>AZ</com1:stateOrCountry>
          <com1:zipCode>86004</com1:zipCode>
        </addressInfo>
        <isRelatedToMunicipalAdvisor>N</isRelatedToMunicipalAdvisor>
        <isRelatedToInvestment>N</isRelatedToInvestment>
        <natureOfBusiness>ENTITY WILL BE CREATED TO HOLD A SECOND HOME PROPERTY WHICH WILL BE RENTED FOR SHORT TERM STAYS INTERMITTENTLY WHEN NOT IN PERSONAL USE</natureOfBusiness>
        <positionDescription>OWNER</positionDescription>
        <approximateHoursOrMonths>0</approximateHoursOrMonths>
        <dutiesDescription>SHORT-TERM RENTAL OF PROPERTY</dutiesDescription>
      </otherBusiness>
      <otherBusiness>
        <startDate>05-2022</startDate>
        <name>AGES AZ GOODWILL EDUCATION SERVICES </name>
        <addressInfo>
          <com1:street1>2626 W.  BERYL AVE</com1:street1>
          <com1:city>PHOENIX</com1:city>
          <com1:stateOrCountry>AZ</com1:stateOrCountry>
          <com1:zipCode>85021</com1:zipCode>
        </addressInfo>
        <isRelatedToMunicipalAdvisor>N</isRelatedToMunicipalAdvisor>
        <isRelatedToInvestment>N</isRelatedToInvestment>
        <natureOfBusiness>NONPROFIT CHARTER SCHOOL DESIGNED TO ALLOW ADULT LEARNERS TO EARN A HIGH SCHOOL DIPLOMA AND WORKFORCE CREDENTIALS</natureOfBusiness>
        <positionDescription>BOARD MEMBER</positionDescription>
        <approximateHoursOrMonths>2</approximateHoursOrMonths>
        <dutiesDescription>QUARTERLY MEETINGS AND STANDARD DUTIES OF NON-PROFIT BOARD MEMBERS - STRATEGIC GUIDANCE, FINANCIAL STEWARDSHIP AND ADVOCACY TO ENSURE THE ORGANIZATION FULFILLS ITS MISSION EFFECTIVELY.</dutiesDescription>
      </otherBusiness>
    </otherBusinesses>
    <disclosureQuestions>
      <criminalDisclosure>
        <criminalDisclosureCommonQuestion>
          <com:isConvictedOfFelony>N</com:isConvictedOfFelony>
          <com:isChargedWithFelony>N</com:isChargedWithFelony>
          <com:isOrgConvictedOfFelony>N</com:isOrgConvictedOfFelony>
          <com:isOrgChargedWithFelony>N</com:isOrgChargedWithFelony>
        </criminalDisclosureCommonQuestion>
        <isConvictedOfMisdemeanor>N</isConvictedOfMisdemeanor>
        <isChargedWithMisdemeanor>N</isChargedWithMisdemeanor>
        <isOrgConvictedOfMisdemeanor>N</isOrgConvictedOfMisdemeanor>
        <isOrgChargedWithMisdemeanor>N</isOrgChargedWithMisdemeanor>
      </criminalDisclosure>
      <regulatoryDisclosure>
        <regulatoryDisclosureCommonQuestion>
          <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>
        </regulatoryDisclosureCommonQuestion>
        <isViolatedSecurityAct>N</isViolatedSecurityAct>
        <isWillFullyAided>N</isWillFullyAided>
        <isFailedToSupervise>N</isFailedToSupervise>
        <isFoundWillFullyAided>N</isFoundWillFullyAided>
        <isAssociationBared>N</isAssociationBared>
        <isFinalOrder>N</isFinalOrder>
        <isWillFullyViolatedSecurityAct>N</isWillFullyViolatedSecurityAct>
        <isFailedResonably>N</isFailedResonably>
      </regulatoryDisclosure>
      <investigationDisclosure>
        <isInvestigated>N</isInvestigated>
      </investigationDisclosure>
      <civilDisclosure>
        <com:isEnjoined>N</com:isEnjoined>
        <com:isFoundInViolationOfRegulation>N</com:isFoundInViolationOfRegulation>
        <com:isDismissed>N</com:isDismissed>
        <com:isNamedInCivilProceeding>N</com:isNamedInCivilProceeding>
      </civilDisclosure>
      <complaintDisclosure>
        <isComplaintPending>N</isComplaintPending>
        <isComplaintSettled>N</isComplaintSettled>
        <isFraudCasePending>N</isFraudCasePending>
        <isFraudCaseResultedAward>N</isFraudCaseResultedAward>
        <isFraudCaseSettled>N</isFraudCaseSettled>
      </complaintDisclosure>
      <terminationDisclosure>
        <isViloatedIndustryStandard>N</isViloatedIndustryStandard>
        <isInvolvedInFraud>N</isInvolvedInFraud>
        <isFailedToSupervise>N</isFailedToSupervise>
      </terminationDisclosure>
      <financialDisclosure>
        <isCompromised>N</isCompromised>
        <isBankruptcyPetition>N</isBankruptcyPetition>
        <isTrusteeApointed>N</isTrusteeApointed>
        <isBondRevoked>N</isBondRevoked>
      </financialDisclosure>
      <judgmentLienDisclosure>
        <isLienAgainst>N</isLienAgainst>
      </judgmentLienDisclosure>
    </disclosureQuestions>
    <signatureInfo>
      <com:signature>
        <com:dateSigned>03-27-2026</com:dateSigned>
        <com:signature>KAREN CARROLL</com:signature>
        <com:title>COMPLIANCE ANALYST</com:title>
      </com:signature>
    </signatureInfo>
  </formData>
</edgarSubmission>
