Center for Financial Planning, Inc.
In its 13F for Q1 2024 (holdings as of March 31, 2024, filed April 25, 2024), Center for Financial Planning, Inc. reported 606 stock positions worth $669.0 million. Its top holding was Vanguard S&P 500 ETF (VOO) at 36.3% of the portfolio, followed by iShares Core MSCI Eafe ETF (IEFA, 11.2%) and Vngrd Mrngst SL-CP Val ETF-U (VBR, 7.0%). Compared with Q4 2023, it opened 96 new positions, sold out of 14, added to 148 and reduced 60. The biggest buy was iShares Core U.S. Aggregate (AGG, shares +6265%) and the biggest sale iShares MSCI USA Quality Fac (QUAL, shares −2%).
- Most Recent 13F
- Q2 2026
- Location
- SOUTHFIED, MI
- CIK
- 0001803557
- Portfolio Value
- $669.0M (Q1 2024)
- SEC Filing
- 0001803557-24-000002 ↗ filed Apr 25, 2024
Holdings Value
Holdings 606 stocks · $669.0M
| VOO Vanguard S&P 500 ETF | 36.31% | 505,287 | $242.9M | Add +12.3% |
| IEFA iShares Core MSCI Eafe ETF | 11.22% | 1,011,096 | $75.0M | Add +4.5% |
| VBR Vngrd Mrngst SL-CP Val ETF-U | 7.00% | 243,933 | $46.8M | Add +2.9% |
| AGG iShares Core U.S. Aggregate | 6.24% | 426,112 | $41.7M | Add +6264.6% |
| VB Vanguard Most SM-Cap ETF-Usd | 4.81% | 140,835 | $32.2M | Add +6.9% |
| VWO Vanguard Ftse Emerging Marke | 3.30% | 528,692 | $22.1M | Add +1.9% |
| QUAL iShares MSCI USA Quality Fac | 2.86% | 116,513 | $19.1M | Reduce -2.5% |
| MSFT Microsoft Corp. | 1.94% | 30,847 | $13.0M | Add +0.9% |
| BRK.A Berkshire Hathaway Inc. Class A | 1.80% | 19 | $12.1M | No change |
| VXUS Vanguard Total Intl Stock | 1.29% | 143,203 | $8.6M | Add +1.3% |
| BRK.B Berkshire Hathaway Inc. Class B | 0.86% | 13,730 | $5.8M | Reduce -0.0% |
| AAPL Apple Inc. | 0.79% | 30,919 | $5.3M | Add +1.5% |
| AMZN Amazon.com Inc. | 0.70% | 25,784 | $4.7M | Add +5.9% |
| VBK Van Morst SML-Cap Gro-Usd Inc. | 0.54% | 13,936 | $3.6M | Reduce -1.4% |
| JPM JPMorgan Chase & Co. | 0.54% | 18,017 | $3.6M | Add +3.0% |
| GOOG Alphabet Inc. Class C | 0.50% | 22,032 | $3.4M | Reduce -0.7% |
| SPY SS SPDR S&P 500 ETF Trust-US | 0.50% | 6,334 | $3.3M | Reduce -1.9% |
| PG The Procter & Gamble Co. | 0.48% | 19,766 | $3.2M | Reduce -0.7% |
| RJF Raymond James Financial Inc. | 0.46% | 24,181 | $3.1M | Add +2.0% |
| VUG Vanguard Mrngstar GR ETF-Sui | 0.43% | 8,321 | $2.9M | Add +2.1% |
| ABBV Abbvie Inc. | 0.41% | 14,938 | $2.7M | Add +7.2% |
| JNJ Johnson & Johnson | 0.37% | 15,446 | $2.4M | Add +1.0% |
| IJH iShares Core S&P Midcap ETF | 0.36% | 40,024 | $2.4M | Add +0.3% |
| TMO Thermo Fisher Scientific Inc. | 0.36% | 4,108 | $2.4M | Add +2.5% |
| CRM Salesforce Inc. | 0.35% | 7,677 | $2.3M | Add +4.4% |
| NEE Nextera Energy Inc. | 0.32% | 33,973 | $2.2M | Reduce -0.6% |
| CVX Chevron Corp. | 0.32% | 13,712 | $2.2M | Add +7.8% |
| ABT Abbott Laboratories | 0.30% | 17,844 | $2.0M | No change |
| VGT Vanguard Info Tech ETF | 0.30% | 3,840 | $2.0M | Reduce -1.9% |
| CL Colgate-Palmolive Co. | 0.30% | 22,299 | $2.0M | No change |
| MRK Merck & Co. Inc. | 0.30% | 14,968 | $2.0M | Reduce -0.5% |
| HD Home Depot Inc. | 0.29% | 5,141 | $2.0M | Reduce -0.3% |
| SYK Stryker Corp. | 0.28% | 5,325 | $1.9M | Add +0.7% |
| EAGG iShares ESG Aware US Aggrega | 0.28% | 40,192 | $1.9M | Add +54.6% |
| MSI Motorola Solutions Inc. | 0.28% | 5,227 | $1.9M | Reduce -7.8% |
| XOM Exxon Mobil Corp. | 0.27% | 15,663 | $1.8M | Add +0.4% |
| PEP Pepsico Inc. | 0.27% | 10,363 | $1.8M | Add +2.5% |
| MCK McKesson Corp. | 0.27% | 3,377 | $1.8M | No change |
| VTV Vanguard Mrngstr Val ETF-Aui | 0.27% | 11,018 | $1.8M | Add +0.6% |
| VTI VG Morningstar TS MKT ETF-US | 0.26% | 6,775 | $1.8M | Reduce -7.5% |
| AXP American Express Co. | 0.25% | 7,202 | $1.6M | Add +5.3% |
| CSCO Cisco Systems Inc. | 0.22% | 30,119 | $1.5M | Add +2.7% |
| KO The Coca-Cola Co. | 0.22% | 24,124 | $1.5M | Add +3.0% |
| ETN Eaton Corp. PLC | 0.21% | 4,471 | $1.4M | Add +1.7% |
| VV Vngrd Mrgstr LRG-Cap ETF-Usd | 0.21% | 5,758 | $1.4M | Add +0.1% |
| AVGO Broadcom Inc. | 0.20% | 1,029 | $1.4M | Add +1.8% |
| ITW Illinois Tool Works | 0.20% | 4,885 | $1.3M | Reduce -2.8% |
| VSS Vanguard Ftse All Wo X-US SC | 0.19% | 11,001 | $1.3M | Add +2.4% |
| VO Vngrd Mrngstr MD-Cap ETF-Usd | 0.19% | 5,096 | $1.3M | Add +3.0% |
| UNP Union Pacific Corp. | 0.19% | 5,123 | $1.3M | Reduce -0.1% |
| IJR iShares Core S&P Small-Cap E | 0.19% | 11,218 | $1.2M | Add +1.2% |
| GOOGL Alphabet Inc. Class A | 0.17% | 7,376 | $1.1M | Add +11.3% |
| F Ford Motor Co. filed as FORD MTR CO DEL | 0.15% | 75,497 | $1.0M | Reduce -3.7% |
| PRF Invesco Rafi US 1000 ETF | 0.15% | 26,030 | $1.0M | Reduce -0.8% |
| VEA Vanguard Ftse Developed ETF | 0.15% | 19,932 | $1000K | Reduce -0.2% |
| AMT American Tower Corp. | 0.14% | 4,783 | $945K | No change |
| OMC Omnicom Group | 0.14% | 9,711 | $940K | No change |
| MCD McDonald's Corp. | 0.14% | 3,280 | $925K | Add +2.6% |
| SPGI S&P Global Inc. | 0.13% | 2,108 | $897K | Add +5.5% |
| GIS General Mills Inc. | 0.13% | 12,690 | $888K | No change |
| EMR Emerson Electric Co. | 0.13% | 7,702 | $874K | Add +6.9% |
| MMM 3M Co. | 0.13% | 8,171 | $867K | Reduce -2.0% |
| ADC Agree Realty Corp. | 0.13% | 14,834 | $847K | No change |
| MPC Marathon Petroleum Corp. | 0.12% | 3,944 | $795K | Reduce -0.3% |
| DHR Danaher Corp. | 0.12% | 3,151 | $787K | No change |
| IWN iShares Russell 2000 Value E | 0.12% | 4,880 | $775K | No change |
| IWR iShares Russell Mid-Cap ETF | 0.11% | 8,433 | $709K | Add +1.5% |
| PGR Progressive Corp. | 0.10% | 3,364 | $696K | Add +3.2% |
| DFUS Dimensional US Eq MKT ETF | 0.10% | 12,183 | $694K | No change |
| CB Chubb Ltd. | 0.10% | 2,648 | $686K | Add +5.2% |
| IWM iShares Russell 2000 ETF | 0.10% | 3,230 | $679K | Reduce -6.7% |
| VZ Verizon Communications Inc. | 0.10% | 16,143 | $677K | Add +7.1% |
| IJS iShares S&P Small-Cap 600 Va | 0.10% | 6,572 | $675K | No change |
| RBLX Roblox Corp. Class A | 0.10% | 17,322 | $661K | Reduce -3.0% |
| VDE Vanguard Energy ETF | 0.10% | 4,907 | $646K | No change |
| TT Trane Technologies PLC | 0.09% | 2,080 | $624K | Add +1.7% |
| IBM Intl Business Machines Corp. filed as INTERNATIONAL BUSINESS MACHS | 0.09% | 3,195 | $610K | Add +23.7% |
| TSLA Tesla Inc. | 0.09% | 3,390 | $596K | No change |
| WMT Walmart Inc. | 0.09% | 9,774 | $588K | Add +1.1% |
| LLY Eli Lilly & Co. | 0.09% | 755 | $587K | Add +59.6% |
| DTE DTE Energy Company | 0.08% | 4,972 | $558K | Add +2.2% |
| VTEB Vanguard Tax-Exempt Bond ETF | 0.08% | 10,813 | $547K | Add +0.9% |
| DOV Dover Corp. | 0.08% | 3,074 | $545K | Reduce -0.0% |
| DFUV Dimensional US Marketwide Va | 0.08% | 13,216 | $541K | No change |
| IVV iShares Core S&P 500 ETF | 0.08% | 1,026 | $539K | Add +18.5% |
| AMD Advanced Micro Devices | 0.08% | 2,903 | $524K | No change |
| PM Philip Morris International | 0.08% | 5,528 | $506K | Add +4.7% |
| NVDA Nvidia Corp. | 0.07% | 552 | $499K | Add +24.3% |
| SCHV Schwab US Large-Cap Value | 0.07% | 6,511 | $495K | No change |
| NXPI NXP Semiconductors NV | 0.07% | 1,969 | $488K | Add +1.4% |
| APD Air Products & Chemicals Inc. | 0.07% | 2,012 | $487K | Reduce -0.8% |
| PFE Pfizer Inc. | 0.07% | 17,222 | $478K | Add +3.4% |
| META Meta Platforms Inc. Class A | 0.07% | 983 | $477K | Add +1.6% |
| MDT Medtronic PLC | 0.07% | 5,365 | $468K | Add +1.6% |
| UPS United Parcel Service Class B | 0.07% | 3,122 | $464K | Reduce -2.9% |
| QQQ Invesco QQQ Trust Series 1 | 0.07% | 1,037 | $460K | No change |
| DIS The Walt Disney Co. filed as DISNEY WALT CO | 0.07% | 3,753 | $459K | Reduce -6.4% |
| CMCSA Comcast Corp. Class A | 0.07% | 10,239 | $444K | Add +13.0% |
| EFV iShares MSCI Eafe Value ETF | 0.06% | 7,891 | $429K | Reduce -0.8% |
| V Visa Inc. Class A | 0.06% | 1,500 | $419K | Add +3.0% |
Other holdings (2): bonds, preferreds, convertibles and warrants · $12K (not counted above)
| Security | Class | Shares / Principal | Value | Change |
|---|---|---|---|---|
| WELLS FARGO & COMPANY (WFC 7.5 PERP L) | PERP PFD CNV A | 5 | $6K | New |
| BANK OF AMERICA CORP (BAC 7.25 PERP L) | 7.25%CNV PFD L | 5 | $6K | New |
Total filed on the 13F, all lines: $669.0M.
Portfolio Sells Q4 2023 → Q1 2024
| QUAL iShares MSCI USA Quality Fac | Reduce -2.5% | 2.86% | −0.37 |
| VBK Van Morst SML-Cap Gro-Usd Inc. | Reduce -1.4% | 0.54% | −0.09 |
| GOOG Alphabet Inc. Class C | Reduce -0.7% | 0.50% | −0.07 |
| SPY SS SPDR S&P 500 ETF Trust-US | Reduce -1.9% | 0.50% | −0.07 |
| NEE Nextera Energy Inc. | Reduce -0.6% | 0.32% | −0.06 |
| PG The Procter & Gamble Co. | Reduce -0.7% | 0.48% | −0.06 |
| VTI VG Morningstar TS MKT ETF-US | Reduce -7.5% | 0.26% | −0.06 |
| RBLX Roblox Corp. Class A | Reduce -3.0% | 0.10% | −0.05 |
| MSI Motorola Solutions Inc. | Reduce -7.8% | 0.28% | −0.05 |
| VGT Vanguard Info Tech ETF | Reduce -1.9% | 0.30% | −0.05 |
| ITW Illinois Tool Works | Reduce -2.8% | 0.20% | −0.05 |
| UNP Union Pacific Corp. | Reduce -0.1% | 0.19% | −0.04 |
| MMM 3M Co. | Reduce -2.0% | 0.13% | −0.04 |
| BRK.B Berkshire Hathaway Inc. Class B | Reduce -0.0% | 0.86% | −0.04 |
| HD Home Depot Inc. | Reduce -0.3% | 0.29% | −0.03 |
| NFLX Netflix Inc. | Reduce -53.5% | 0.03% | −0.03 |
| APD Air Products & Chemicals Inc. | Reduce -0.8% | 0.07% | −0.03 |
| VEA Vanguard Ftse Developed ETF | Reduce -0.2% | 0.15% | −0.03 |
| IWM iShares Russell 2000 ETF | Reduce -6.7% | 0.10% | −0.03 |
| F Ford Motor Co. | Reduce -3.7% | 0.15% | −0.03 |
| UPS United Parcel Service Class B | Reduce -2.9% | 0.07% | −0.02 |
| HEI Heico Corp. | Sold out | 0.00% | −0.02 |
| ROK Rockwell Automation Inc. | Reduce -10.6% | 0.04% | −0.02 |
| PRF Invesco Rafi US 1000 ETF | Reduce -0.8% | 0.15% | −0.02 |
| CME Cme Group Inc. | Reduce -0.4% | 0.06% | −0.01 |
| EFV iShares MSCI Eafe Value ETF | Reduce -0.8% | 0.06% | −0.01 |
| SO The Southern Co. | Reduce -59.7% | 0.01% | −0.01 |
| XSD SS SPDR S&P Semiconductor | Sold out | 0.00% | −0.01 |
| BBY Best Buy Co. Inc. | Reduce -0.3% | 0.04% | −0.01 |
| CARR Carrier Global Corp. | Reduce -24.6% | 0.01% | −0.01 |
| SCHD Schwab US DVD Equity ETF | Reduce -24.4% | 0.01% | −0.01 |
| ES Eversource Energy | Reduce -11.3% | 0.02% | −0.01 |
| COST Costco Wholesale Corp. | Reduce -7.4% | 0.03% | −0.01 |
| MRK Merck & Co. Inc. | Reduce -0.5% | 0.30% | −0.01 |
| PRFZ Inv Rafi US 1500 SM-Usd Inc. | Reduce -4.3% | 0.03% | −0.01 |
| DTM DT Midstream Inc. | Reduce -20.0% | 0.02% | −0.01 |
| MO Altria Group Inc. | Reduce -0.8% | 0.04% | −0.01 |
| DOV Dover Corp. | Reduce -0.0% | 0.08% | −0.01 |
| WOR Worthington Enterprises Inc. | Sold out | 0.00% | −0.01 |
| GD General Dynamics Corp. | Reduce -70.4% | 0.00% | −0.01 |
| RMAX Re/Max Holdings Inc. Class A | Sold out | 0.00% | −0.00 |
| DUK Duke Energy Corp. | Reduce -0.3% | 0.02% | −0.00 |
| HPQ HP Inc. | Reduce -50.2% | 0.00% | −0.00 |
| VXF Vanguard Extended Market ETF | Reduce -50.8% | 0.00% | −0.00 |
| VOE Vngrd Mrngstr MD-Cap Val ETF | Reduce -7.3% | 0.02% | −0.00 |
| DFAS Dimensional US Small Cap ETF | Reduce -5.1% | 0.01% | −0.00 |
| RWR SS SPDR Dow Jones REIT ETF | Sold out | 0.00% | −0.00 |
| FLG New York Community Bancorp | Sold out | 0.00% | −0.00 |
| CLX Clorox Company | Reduce -15.1% | 0.01% | −0.00 |
| HPE Hewlett Packard Enterprise | Reduce -75.1% | 0.00% | −0.00 |
Portfolio Buys Q4 2023 → Q1 2024
| AGG iShares Core U.S. Aggregate | Add +6264.6% | 6.24% | +6.12 |
| VOO Vanguard S&P 500 ETF | Add +12.3% | 36.31% | +0.18 |
| EAGG iShares ESG Aware US Aggrega | Add +54.6% | 0.28% | +0.05 |
| CACC Credit Acceptance Corp. | Add +294.1% | 0.06% | +0.04 |
| LLY Eli Lilly & Co. | Add +59.6% | 0.09% | +0.04 |
| ANET Arista Networks Inc. | New | 0.03% | +0.03 |
| PPL PPL Corp. | Add +356.9% | 0.05% | +0.03 |
| NVDA Nvidia Corp. | Add +24.3% | 0.07% | +0.03 |
| DXCM Dexcom Inc. | Add +382.5% | 0.04% | +0.03 |
| EGP Eastgroup Properties Inc. | Add +350.0% | 0.04% | +0.03 |
| EOG EOG Resources Inc. | New | 0.02% | +0.02 |
| AMZN Amazon.com Inc. | Add +5.9% | 0.70% | +0.02 |
| ETN Eaton Corp. PLC | Add +1.7% | 0.21% | +0.01 |
| IWB iShares Russell 1000 ETF | New | 0.01% | +0.01 |
| MA Mastercard Inc. Class A | Add +200.0% | 0.02% | +0.01 |
| IBM Intl Business Machines Corp. | Add +23.7% | 0.09% | +0.01 |
| QCOM Qualcomm Inc. | Add +190.5% | 0.02% | +0.01 |
| CVS CVS Health Corp. | Add +135.1% | 0.02% | +0.01 |
| MPB Mid Penn Bancorp Inc. | New | 0.01% | +0.01 |
| MRNA Moderna Inc. | Add +243.1% | 0.02% | +0.01 |
| IWF iShares Russell 1000 Growth | Add +34.4% | 0.06% | +0.01 |
| ABBV Abbvie Inc. | Add +7.2% | 0.41% | +0.01 |
| AXP American Express Co. | Add +5.3% | 0.25% | +0.01 |
| RMD Resmed Inc. | New | 0.01% | +0.01 |
| PGR Progressive Corp. | Add +3.2% | 0.10% | +0.01 |
| META Meta Platforms Inc. Class A | Add +1.6% | 0.07% | +0.01 |
| GE General Electric | Add +17.2% | 0.03% | +0.01 |
| HWM Howmet Aerospace Inc. | New | 0.01% | +0.01 |
| VEEV Veeva Systems Inc. Class A | New | 0.01% | +0.01 |
| TRMK Trustmark Corp. | New | 0.01% | +0.01 |
| CAT Caterpillar Inc. | Add +40.0% | 0.02% | +0.01 |
| BOX Box Inc. Class A | New | 0.01% | +0.01 |
| IWD iShares Russell 1000 Value E | Add +121.6% | 0.01% | +0.01 |
| JBL Jabil Inc. | Add +64.1% | 0.02% | +0.00 |
| IVV iShares Core S&P 500 ETF | Add +18.5% | 0.08% | +0.00 |
| FJUL FT Vest US Equity Buffer ETF | New | 0.00% | +0.00 |
| DELL Dell Technologies -C | Add +57.1% | 0.01% | +0.00 |
| AWK American Water Works Co. Inc. | New | 0.00% | +0.00 |
| AIG American International Group | New | 0.00% | +0.00 |
| HUBB Hubbell Inc. | New | 0.00% | +0.00 |
| XGDVX Gabelli Dividend & Income TR | New | 0.00% | +0.00 |
| MCHP Microchip Technology Inc. | New | 0.00% | +0.00 |
| O Realty Income Corp. | Add +101.9% | 0.01% | +0.00 |
| COR Cencora Inc. | New | 0.00% | +0.00 |
| FHLC Fidelity MSCI Health Care | New | 0.00% | +0.00 |
| VRTX Vertex Pharmaceuticals Inc. | New | 0.00% | +0.00 |
| DFEB FT Vest U.S. Equity Deep Buf | New | 0.00% | +0.00 |
| LULU Lululemon Athletica Inc. | Add +160.0% | 0.01% | +0.00 |
| VGIT Vanguard Intermediate-Term T | New | 0.00% | +0.00 |
| ORCL Oracle Corp. | Add +12.8% | 0.03% | +0.00 |
Notes & Other Activity Q4 2023 → Q1 2024
| WELLS FARGO & COMPANY (WFC 7.5 PERP L) | PERP PFD CNV A | New | 5 | $6K |
| BANK OF AMERICA CORP (BAC 7.25 PERP L) | 7.25%CNV PFD L | New | 5 | $6K |
Bonds, preferreds, convertibles and warrants; not part of the stock holdings or percentages above.
All Filings
| Quarter | Positions | 13F Reported Value | Top Holdings |
|---|---|---|---|
| Q2 2026 | 660 | $1.1B | VOO, AGG, SPDW, VB, VO |
| Q1 2026 | 652 | $958.0M | VOO, AGG, SPDW, VB, VO |
| Q4 2025 | 697 | $961.1M | VOO, AGG, IEFA, VB, VO |
| Q3 2025 | 658 | $935.6M | VOO, AGG, IEFA, VB, VO |
| Q2 2025 | 645 | $871.9M | VOO, AGG, IEFA, VB, VO |
| Q1 2025 | 698 | $782.6M | VOO, AGG, IEFA, VBR, VB |
| Q4 2024 | 673 | $749.3M | VOO, IEFA, AGG, VBR, VB |
| Q3 2024 | 578 | $737.0M | VOO, IEFA, AGG, VBR, VB |
| Q2 2024 | 583 | $691.7M | VOO, IEFA, AGG, VBR, VB |
| Q1 2024 | 606 | $669.0M | VOO, IEFA, VBR, AGG, VB |