Home 
Today's Top Picks 
Top Performers 
Watchlist 
My Robo Portfolios 
ETF Zone 
Help & Tutorial 
Cancel anytime
- Chart
- Upturn Summary
- Highlights
- Revenue
- Valuation
Upturn AI SWOT - About
HFWA 
Heritage Financial Corporation (HFWA)
- BUY Advisory
- SELL Advisory (Profit)
- SELL Advisory (Loss)
- Profit
- Loss
- Pass (Skip investing)
Stock price based on last close (see disclosures)
- ALL
- YEAR
- MONTH
- WEEK
Upturn Advisory Summary
10/14/2025: HFWA (1-star) is a SELL. SELL since 3 days. Simulated Profits (-6.26%). Updated daily EoD!
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
6 Analysts rated it
Limited analyst coverage, niche firm, research info may be scarce.
1 Year Target Price $29
1 Year Target Price $29
| 1 | Strong Buy |
| 1 | Buy |
| 4 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -21.24% | Avg. Invested days 28 | Today’s Advisory SELL |
Upturn Star Rating | Upturn Advisory Performance  2.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 10/14/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 807.75M USD | Price to earnings Ratio 16.07 | 1Y Target Price 29 |
Price to earnings Ratio 16.07 | 1Y Target Price 29 | ||
Volume (30-day avg) 6 | Beta 0.53 | 52 Weeks Range 19.43 - 26.75 | Updated Date 10/14/2025 |
52 Weeks Range 19.43 - 26.75 | Updated Date 10/14/2025 | ||
Dividends yield (FY) 4.08% | Basic EPS (TTM) 1.48 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin 22.36% | Operating Margin (TTM) 28.03% |
Management Effectiveness
Return on Assets (TTM) 0.7% | Return on Equity (TTM) 5.69% |
Valuation
Trailing PE 16.07 | Forward PE 12.33 | Enterprise Value 839054464 | Price to Sales(TTM) 3.65 |
Enterprise Value 839054464 | Price to Sales(TTM) 3.65 | ||
Enterprise Value to Revenue 4.88 | Enterprise Value to EBITDA - | Shares Outstanding 33953194 | Shares Floating 33334567 |
Shares Outstanding 33953194 | Shares Floating 33334567 | ||
Percent Insiders 1.59 | Percent Institutions 87.46 |
Upturn AI SWOT
Heritage Financial Corporation
Company Overview
History and Background
Heritage Financial Corporation was founded in 1927 as a savings and loan association. Headquartered in Olympia, Washington, it has grown through organic expansion and acquisitions, becoming a regional bank holding company focused on community banking.
Core Business Areas
- Commercial Banking: Provides a range of commercial banking services, including loans, deposit accounts, and cash management solutions to businesses of all sizes.
- Retail Banking: Offers personal banking services such as checking and savings accounts, mortgages, and consumer loans to individuals and families.
- Wealth Management: Provides wealth management and investment advisory services to individuals and institutions.
Leadership and Structure
The company is led by an executive team headed by the CEO, Brian Vance. The organizational structure consists of various departments including lending, operations, finance, and compliance, overseen by the board of directors.
Top Products and Market Share
Key Offerings
- Commercial Real Estate Loans: Provides financing for commercial real estate projects. Market share data is not publicly available, but competes with other regional and national banks. Competitors include U.S. Bank, KeyCorp, and Columbia Banking System.
- Small Business Loans: Offers loans to small businesses for working capital, equipment, and expansion. Market share data is not publicly available, but competes with other regional and national banks. Competitors include U.S. Bank, KeyCorp, and Columbia Banking System.
- Deposit Accounts: Provides checking, savings, and money market accounts. Market share data is not publicly available. Competitors include U.S. Bank, KeyCorp, and Columbia Banking System.
Market Dynamics
Industry Overview
The banking industry is currently facing challenges due to rising interest rates, increased regulatory scrutiny, and competition from fintech companies. Regional banks are focused on managing credit risk and maintaining profitability.
Positioning
Heritage Financial Corporation is a regional bank focused on community banking in the Pacific Northwest. Its competitive advantage lies in its local market knowledge and customer relationships.
Total Addressable Market (TAM)
The TAM for banking services in the Pacific Northwest is estimated to be in the billions of dollars. Heritage Financial is positioned to capture a portion of this market through its community focus and regional presence.
Upturn SWOT Analysis
Strengths
- Strong regional presence in the Pacific Northwest
- Experienced management team
- Solid credit quality
- Strong customer relationships
- Stable deposit base
Weaknesses
- Limited geographic diversification
- Dependence on interest rate spreads
- Smaller scale compared to national banks
- Lack of significant technological innovation compared to larger banks
- Slower digital transformation
Opportunities
- Expansion into new markets within the Pacific Northwest
- Increased adoption of digital banking technologies
- Growth in wealth management services
- Acquisition opportunities of smaller banks
- Capitalize on customers dissatisfied with large national banks
Threats
- Rising interest rates impacting loan demand
- Increased competition from larger banks and fintech companies
- Economic downturn impacting credit quality
- Regulatory changes increasing compliance costs
- Cybersecurity threats
Competitors and Market Share
Key Competitors
- USB
- KEY
- COLB
Competitive Landscape
Heritage Financial faces competition from larger national and regional banks, as well as credit unions and fintech companies. Heritage Financial's advantages are its strong local market knowledge and customer relationships. Its disadvantages are its smaller scale and limited geographic diversification.
Growth Trajectory and Initiatives
Historical Growth: Historical growth data not available without a live data feed, and needs to be added.
Future Projections: Future projection data not available without a live data feed, and needs to be added.
Recent Initiatives: Recent data for this company is not readily available
Summary
Heritage Financial Corporation is a regional bank with a strong presence in the Pacific Northwest. Its strengths lie in its local market knowledge and customer relationships. However, its smaller scale and limited geographic diversification are weaknesses. The company needs to focus on expanding into new markets and adopting digital banking technologies to remain competitive.
Peer Comparison
Sources and Disclaimers
Data Sources:
- SEC Filings
- Company Website
- MarketWatch
- Yahoo Finance
Disclaimers:
The data provided is for informational purposes only and should not be considered financial advice. Market share data is based on estimates and may not be precise. Financial metrics are based on publicly available information and may not be up-to-date.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Heritage Financial Corporation
Exchange NASDAQ | Headquaters Olympia, WA, United States | ||
IPO Launch date 1998-05-07 | CEO, President & Director Mr. Bryan D. McDonald | ||
Sector Financial Services | Industry Banks - Regional | Full time employees 747 | Website https://www.hf-wa.com |
Full time employees 747 | Website https://www.hf-wa.com | ||
Heritage Financial Corporation operates as the bank holding company for Heritage Bank that provides various financial services to small and medium sized businesses and individuals in the United States. The company accepts various deposit products, such as noninterest demand deposits, interest bearing demand deposits, money market accounts, savings accounts, personal checking accounts, and certificates of deposit. Its loan portfolio includes commercial and industrial loans, owner-occupied and non-owner occupied commercial real estate loans, one-to-four family residential loans, real estate construction and land development loans, consumer loans, commercial business loans, lines of credit, term equipment financing, and term real estate loans. It also originates loans that are guaranteed by the U.S. Small Business Administration; and provides objective advice from trusted advisers. The company was formerly known as Heritage Financial Corporation, M.H.C. and changed its name to Heritage Financial Corporation in 1998. Heritage Financial Corporation was founded in 1927 and is headquartered in Olympia, Washington.
Note: This website is maintained by Upturn Corporation, which is an investment adviser registered with the U.S. Securities and Exchange Commission. Such registration does not imply a certain level of skill or training. Investing in securities has risks. Past performance is no guarantee of future returns. No assurance is provided as to any particular investment return, and you may lose money using our services. You are strongly advised to consult appropriate counsel before making any investments in companies you learn about through our services. You should obtain appropriate legal, tax, investment, accounting, and other advice that takes into account your investment portfolio and overall financial situation. You are solely responsible for conducting due diligence on a potential investment. We do not affect trades for you. You will select your own broker through which to transact. Investments are not FDIC insured, they are not guaranteed, and they may lose value. Please see the Privacy Policy, Terms of Use, and Disclosure for more information.