First Heartland Consultants, Inc.
In its 13F for Q4 2024 (holdings as of December 31, 2024, filed February 18, 2025), First Heartland Consultants, Inc. reported 448 stock positions worth $975.3 million. Its top holding was Ste STR SPDR PT S&P 500 ETF (SPYM) at 3.5% of the portfolio, followed by Aptus Collared Invest Opp (ACIO, 3.4%) and Invesco QQQ Trust Series 1 (QQQ, 3.3%). Compared with Q3 2024, it opened 64 new positions, sold out of 69, added to 206 and reduced 158. The biggest buy was a new position in Franklin U.S. Treasury Bond (FLGV) and the biggest sale First Trust Smith Opportunis (FIXD, shares −89%).
- Most Recent 13F
- Q3 2026
- Location
- LAKE ST. LOUIS, MO
- CIK
- 0001428793
- Portfolio Value
- $975.3M (Q4 2024)
- SEC Filing
- 0001214659-25-002909 ↗ filed Feb 18, 2025
Holdings Value
Holdings 448 stocks · $975.3M
| SPYM Ste STR SPDR PT S&P 500 ETF | 3.47% | 491,155 | $33.9M | Reduce -1.9% |
| ACIO Aptus Collared Invest Opp | 3.39% | 822,768 | $33.1M | Reduce -3.7% |
| QQQ Invesco QQQ Trust Series 1 | 3.32% | 63,349 | $32.4M | Reduce -3.4% |
| SPY SS SPDR S&P 500 ETF Trust-US | 3.18% | 52,941 | $31.0M | Add +4.1% |
| BSV Vanguard Short-Term Bond ETF | 2.36% | 298,480 | $23.1M | Reduce -16.6% |
| RDVY First Trust Rising Dividend | 2.33% | 384,890 | $22.8M | Add +13.4% |
| DRSK Aptus Defined Risk ETF | 2.15% | 763,265 | $20.9M | Add +35.9% |
| OSCV Opus Small Cap Value ETF | 2.10% | 553,613 | $20.5M | Add +3.3% |
| SPYG SS SPDR P S&P 500 Growth ETF | 1.99% | 220,866 | $19.4M | Reduce -2.9% |
| SPDW Ste STR SPDR PT DW Eu ETF | 1.94% | 554,583 | $18.9M | Add +12.7% |
| SPYV SS SPDR P S&P 500 Value ETF | 1.73% | 329,916 | $16.9M | Add +7.3% |
| IVW iShares S&P 500 Growth ETF | 1.71% | 164,432 | $16.7M | Reduce -41.6% |
| AAPL Apple Inc. | 1.70% | 66,267 | $16.6M | Reduce -4.7% |
| FLGV Franklin U.S. Treasury Bond | 1.58% | 764,414 | $15.4M | New |
| VUG Vanguard Mrngstar GR ETF-Sui | 1.53% | 36,369 | $14.9M | Reduce -30.4% |
| UCON First Trust Smith Unconstrai | 1.52% | 602,108 | $14.8M | Add +543.1% |
| DIA SS SPDR Dow Jones Indus Avg filed as SPDR DOW JONES INDL AVERAGE | 1.47% | 33,720 | $14.3M | Add +34.0% |
| EMXC iShares MSCI Emr MRK Ex Chna | 1.29% | 226,856 | $12.6M | Add +13.1% |
| AMZN Amazon.com Inc. | 1.24% | 55,024 | $12.1M | Reduce -11.3% |
| NVDA Nvidia Corp. | 1.20% | 87,369 | $11.7M | Reduce -6.8% |
| SDVY First Trust Smid Cap Rising | 1.12% | 304,136 | $10.9M | Reduce -5.2% |
| QCAP FT NSDQ100CONSBUFFETF - Apr | 1.05% | 461,474 | $10.2M | New |
| VTV Vanguard Mrngstr Val ETF-Aui | 1.04% | 60,033 | $10.2M | Add +4.8% |
| VXF Vanguard Extended Market ETF | 1.04% | 53,162 | $10.1M | Add +1758.8% |
| VIG Vanguard Dividend Apprec ETF | 0.98% | 49,004 | $9.6M | Reduce -22.3% |
| IWV iShares Russell 3000 ETF | 0.94% | 27,555 | $9.2M | Reduce -39.7% |
| IVV iShares Core S&P 500 ETF | 0.94% | 15,551 | $9.2M | Add +6.0% |
| ADME Aptus Drwdwn MGD Eqty ETF | 0.93% | 194,872 | $9.1M | Reduce -5.9% |
| MINT PIMCO Enhanced Short Maturit | 0.91% | 87,966 | $8.8M | Add +20.9% |
| VEA Vanguard Ftse Developed ETF | 0.88% | 178,801 | $8.6M | Add +12.0% |
| GRID First TRST Nasd Class Edg Sgiif | 0.86% | 70,266 | $8.4M | Add +1.0% |
| PYLD PIMCO Multisector Bond Actv | 0.83% | 313,986 | $8.1M | Add +105.7% |
| VOO Vanguard S&P 500 ETF | 0.80% | 14,401 | $7.8M | Add +97.9% |
| BKAG BNY Mellon Core Bond ETF | 0.77% | 181,974 | $7.5M | Add +18.3% |
| IVE iShares S&P 500 Value ETF | 0.74% | 37,985 | $7.3M | Add +10.7% |
| BRK.B Berkshire Hathaway Inc. Class B | 0.70% | 15,051 | $6.8M | Add +22.4% |
| FBCG Fidelity Blue Chip Grow ETF | 0.70% | 147,249 | $6.8M | Add +196.0% |
| BNDX Vanguard Total Intl Bond ETF | 0.67% | 133,840 | $6.6M | Add +9.3% |
| IYW iShares Ustechnology ETF | 0.67% | 40,669 | $6.5M | Add +15.2% |
| VBK Van Morst SML-Cap Gro-Usd Inc. | 0.67% | 23,158 | $6.5M | Reduce -31.3% |
| VTI VG Morningstar TS MKT ETF-US | 0.66% | 22,349 | $6.5M | Add +7.4% |
| MSFT Microsoft Corp. | 0.63% | 14,557 | $6.1M | Reduce -4.6% |
| ITOT iShares Core S&P Total U.S. | 0.60% | 45,695 | $5.9M | Reduce -6.4% |
| COWZ Pacer US Cash Cows 100 ETF | 0.60% | 103,580 | $5.9M | Add +12.6% |
| EDIV State Street SPDR S&P Emergi | 0.58% | 159,410 | $5.6M | Add +18.2% |
| FMB First Trust Managed Municipa | 0.55% | 105,737 | $5.4M | Add +6.6% |
| IUSG iShares Core S&P U.S. Growth | 0.54% | 37,823 | $5.3M | Add +0.9% |
| QQQM Invesco Nasdaq 100 ETF | 0.54% | 25,008 | $5.3M | Add +4.5% |
| BIV Vanguard Intermediate-Term B | 0.53% | 69,201 | $5.2M | Add +6.5% |
| LMBS First Trust Low Duration Opp | 0.52% | 104,391 | $5.1M | New |
| BND Vanguard Total Bond Market | 0.51% | 68,533 | $4.9M | Add +6.5% |
| FDL First Trust Morn DVD Lead Inc. | 0.50% | 121,434 | $4.9M | Add +3.0% |
| VB Vanguard Most SM-Cap ETF-Usd | 0.48% | 19,615 | $4.7M | Add +4.1% |
| IUSB Ishr CR Unvrse Usd BD ETF-Ui | 0.48% | 103,729 | $4.7M | Add +1.0% |
| TBIL F/M US Treasury 3 Month Bill | 0.42% | 82,413 | $4.1M | Reduce -14.8% |
| MTUM iShares MSCI USA Momentum Fa | 0.41% | 19,352 | $4.0M | Add +1338.8% |
| RLY SS Multi-Asset Real Ret ETF | 0.40% | 144,270 | $3.9M | New |
| SNOV FT Vest US Small Cap Moderat | 0.39% | 164,516 | $3.8M | New |
| QUAL iShares MSCI USA Quality Fac | 0.39% | 21,336 | $3.8M | Add +88.9% |
| JUCY Aptus Enhanced Yield ETF | 0.36% | 156,030 | $3.6M | Reduce -64.9% |
| IJJ iShares S&P Mid-Cap 400 Valu | 0.35% | 27,632 | $3.5M | Add +636.1% |
| IYF iShares US Financials ETF | 0.35% | 31,204 | $3.5M | Add +8.9% |
| WMT Walmart Inc. | 0.35% | 37,529 | $3.4M | Reduce -5.6% |
| FV First Trust DW Focus 5 Fund | 0.35% | 57,358 | $3.4M | Add +5.4% |
| IYY iShares Dow Jones U.S. ETF | 0.35% | 23,631 | $3.4M | Reduce -0.5% |
| DYNF Ishrs US E F R A ETF-Usd Inc. | 0.34% | 65,436 | $3.4M | Add +84.5% |
| XDEC FT Vest US Equity Enhance & | 0.34% | 88,436 | $3.3M | Add +199.1% |
| NJUL Innovator Growth 100 Power B | 0.33% | 50,867 | $3.2M | Add +0.5% |
| SHY iShares 1-3 Year Treasury Bo | 0.33% | 38,836 | $3.2M | New |
| BLV Vanguard Long-Term Bond ETF | 0.32% | 45,516 | $3.1M | Add +6.7% |
| VMBS Vanguard Mortgage-Backed Sec | 0.30% | 65,294 | $3.0M | Add +8.8% |
| LLY Eli Lilly & Co. | 0.30% | 3,831 | $3.0M | Reduce -2.5% |
| VWO Vanguard Ftse Emerging Marke | 0.30% | 66,735 | $2.9M | Add +8.5% |
| RSP Invesco S&P 500 Equal Weight | 0.30% | 16,709 | $2.9M | Add +236.2% |
| NAPR Innovator Growth 100 Power B | 0.29% | 56,825 | $2.9M | Reduce -4.3% |
| TSLA Tesla Inc. | 0.29% | 6,981 | $2.8M | Add +6.5% |
| BUFR FT Vest Lad Buffervetf-Usd I | 0.29% | 91,384 | $2.8M | Add +46.3% |
| FVD First Trust Value Line DVD | 0.28% | 63,663 | $2.8M | Add +37.7% |
| VXUS Vanguard Total Intl Stock | 0.28% | 46,189 | $2.7M | Add +52.0% |
| PZA Invesco National Amt-Free Mu | 0.28% | 114,976 | $2.7M | Reduce -6.8% |
| USMV iShares MSCI USA Min Vol Fac | 0.28% | 30,308 | $2.7M | Reduce -1.3% |
| SCHD Schwab US DVD Equity ETF | 0.27% | 96,809 | $2.6M | Add +9.8% |
| QDEC FT Vest Nasdaq-100 Buffer Et | 0.27% | 94,482 | $2.6M | New |
| GOOG Alphabet Inc. Class C | 0.26% | 13,492 | $2.6M | Reduce -15.5% |
| JAVA JPMorgan Active Value ETF | 0.26% | 39,913 | $2.5M | New |
| DNP DNP Select Income Fund Inc. | 0.26% | 284,575 | $2.5M | Add +2.5% |
| DVY iShares Select Dividend ETF | 0.25% | 18,829 | $2.5M | Add +645.4% |
| EFA iShares MSCI Eafe ETF | 0.25% | 32,366 | $2.4M | Reduce -28.3% |
| CIBR First Trust Nasdaq Cybersecu | 0.24% | 36,916 | $2.3M | Reduce -0.8% |
| IJS iShares S&P Small-Cap 600 Va | 0.24% | 21,352 | $2.3M | Reduce -37.7% |
| FTSL First Trust Senior Loan ETF | 0.24% | 49,917 | $2.3M | Reduce -2.9% |
| META Meta Platforms Inc. Class A | 0.24% | 3,920 | $2.3M | Add +7.7% |
| NOBL Proshares S&P 500 Dividend A | 0.23% | 22,965 | $2.3M | Add +9.0% |
| TPLC Timothy PLN US LRG/Mid Cap | 0.23% | 52,695 | $2.3M | Add +29.9% |
| XMHQ Invesco S&P Midcap Qual ETF | 0.23% | 22,909 | $2.3M | Reduce -33.5% |
| V Visa Inc. Class A | 0.23% | 7,056 | $2.2M | Reduce -6.3% |
| IWM iShares Russell 2000 ETF | 0.23% | 10,066 | $2.2M | Reduce -27.9% |
| FTSM First Trust Enh Short Mat FD | 0.22% | 35,721 | $2.1M | No change |
| RSDE Ftvestuseqeqlwghtbuffetfdec | 0.22% | 105,259 | $2.1M | New |
| XLK SS Technology Select Sector | 0.21% | 8,979 | $2.1M | Reduce -6.4% |
Portfolio Sells Q3 2024 → Q4 2024
| FIXD First Trust Smith Opportunis | Reduce -89.3% | 0.19% | −1.73 |
| IVW iShares S&P 500 Growth ETF | Reduce -41.6% | 1.71% | −1.19 |
| JUCY Aptus Enhanced Yield ETF | Reduce -64.9% | 0.36% | −0.75 |
| SPGM State Street SPDR Portfolio | Sold out | 0.00% | −0.67 |
| BSV Vanguard Short-Term Bond ETF | Reduce -16.6% | 2.36% | −0.66 |
| IWV iShares Russell 3000 ETF | Reduce -39.7% | 0.94% | −0.66 |
| VUG Vanguard Mrngstar GR ETF-Sui | Reduce -30.4% | 1.53% | −0.63 |
| VIG Vanguard Dividend Apprec ETF | Reduce -22.3% | 0.98% | −0.36 |
| JAAA Janus Henderson Aaa Clo ETF | Reduce -89.5% | 0.03% | −0.31 |
| VBK Van Morst SML-Cap Gro-Usd Inc. | Reduce -31.3% | 0.67% | −0.30 |
| XLU St Sr Utl SL SE SPDR ETF-Usd | Sold out | 0.00% | −0.28 |
| ACIO Aptus Collared Invest Opp | Reduce -3.7% | 3.39% | −0.26 |
| JQUA JPMorgan US Quality Factor | Reduce -89.7% | 0.02% | −0.20 |
| USFR Wisdomtree Floating Rate Tre | Reduce -73.1% | 0.07% | −0.19 |
| IJK iShares S&P Mid-Cap 400 Grow | Reduce -55.1% | 0.14% | −0.19 |
| IPG Interpublic Group of Cos Inc. | Reduce -30.7% | 0.02% | −0.18 |
| XSEP FT Vest U.S. Equity Enhance | Reduce -56.9% | 0.13% | −0.18 |
| FXI iShares China Large-Cap ETF | Sold out | 0.00% | −0.18 |
| SPYM Ste STR SPDR PT S&P 500 ETF | Reduce -1.9% | 3.47% | −0.16 |
| IJS iShares S&P Small-Cap 600 Va | Reduce -37.7% | 0.24% | −0.16 |
| EFA iShares MSCI Eafe ETF | Reduce -28.3% | 0.25% | −0.16 |
| SPDR SER TR | Sold out | 0.00% | −0.15 |
| TLH iShares 10-20 Year Treasury | Sold out | 0.00% | −0.15 |
| IYM iShares U.S. Basic Materials | Reduce -84.3% | 0.02% | −0.15 |
| XMHQ Invesco S&P Midcap Qual ETF | Reduce -33.5% | 0.23% | −0.15 |
| SHV iShares 0-1 Year Treasury Bo | Sold out | 0.00% | −0.14 |
| SDVY First Trust Smid Cap Rising | Reduce -5.2% | 1.12% | −0.14 |
| NEAR iShares SH Dba ETF Usd Inc. | Reduce -81.5% | 0.03% | −0.13 |
| QQQ Invesco QQQ Trust Series 1 | Reduce -3.4% | 3.32% | −0.12 |
| BUFD FT VST Lad Deep Buf ETF-Usdi | Sold out | 0.00% | −0.11 |
| IWM iShares Russell 2000 ETF | Reduce -27.9% | 0.23% | −0.10 |
| TBIL F/M US Treasury 3 Month Bill | Reduce -14.8% | 0.42% | −0.10 |
| IHDG Wisdomtree International Hed | Reduce -52.4% | 0.07% | −0.10 |
| BTI British American Tob-SP ADR | Sold out | 0.00% | −0.10 |
| ADME Aptus Drwdwn MGD Eqty ETF | Reduce -5.9% | 0.93% | −0.10 |
| IJR iShares Core S&P Small-Cap E | Reduce -48.2% | 0.08% | −0.08 |
| PEP Pepsico Inc. | Sold out | 0.00% | −0.08 |
| XMMO Invesco S&P Midcap Momentum | Sold out | 0.00% | −0.08 |
| MSFT Microsoft Corp. | Reduce -4.6% | 0.63% | −0.08 |
| DGRW Wisdomtree U.S. Quality Divi | Sold out | 0.00% | −0.08 |
| LLY Eli Lilly & Co. | Reduce -2.5% | 0.30% | −0.07 |
| OBIL F/M US Treasury 12 Month Bil | Sold out | 0.00% | −0.07 |
| FTLS First Trust Long/Short Eqty | Sold out | 0.00% | −0.06 |
| O Realty Income Corp. | Sold out | 0.00% | −0.06 |
| TRP TC Energy Corp. | Sold out | 0.00% | −0.06 |
| AVGO Broadcom Inc. | Reduce -66.5% | 0.04% | −0.06 |
| XHE SS SPDR S&P HC Equip ETF | Sold out | 0.00% | −0.06 |
| TLT iShares 20+ Year Treasury BD | Reduce -19.3% | 0.13% | −0.06 |
| JPIE JPMorgan Income ETF | Sold out | 0.00% | −0.06 |
| ITOT iShares Core S&P Total U.S. | Reduce -6.4% | 0.60% | −0.06 |
Portfolio Buys Q3 2024 → Q4 2024
| FLGV Franklin U.S. Treasury Bond | New | 1.58% | +1.58 |
| UCON First Trust Smith Unconstrai | Add +543.1% | 1.52% | +1.27 |
| QCAP FT NSDQ100CONSBUFFETF - Apr | New | 1.05% | +1.05 |
| VXF Vanguard Extended Market ETF | Add +1758.8% | 1.04% | +0.98 |
| LMBS First Trust Low Duration Opp | New | 0.52% | +0.52 |
| FBCG Fidelity Blue Chip Grow ETF | Add +196.0% | 0.70% | +0.47 |
| DRSK Aptus Defined Risk ETF | Add +35.9% | 2.15% | +0.44 |
| RLY SS Multi-Asset Real Ret ETF | New | 0.40% | +0.40 |
| PYLD PIMCO Multisector Bond Actv | Add +105.7% | 0.83% | +0.40 |
| SNOV FT Vest US Small Cap Moderat | New | 0.39% | +0.39 |
| VOO Vanguard S&P 500 ETF | Add +97.9% | 0.80% | +0.38 |
| MTUM iShares MSCI USA Momentum Fa | Add +1338.8% | 0.41% | +0.38 |
| SHY iShares 1-3 Year Treasury Bo | New | 0.33% | +0.33 |
| DIA SS SPDR Dow Jones Indus Avg | Add +34.0% | 1.47% | +0.33 |
| IJJ iShares S&P Mid-Cap 400 Valu | Add +636.1% | 0.35% | +0.30 |
| QDEC FT Vest Nasdaq-100 Buffer Et | New | 0.27% | +0.27 |
| JAVA JPMorgan Active Value ETF | New | 0.26% | +0.26 |
| XDEC FT Vest US Equity Enhance & | Add +199.1% | 0.34% | +0.22 |
| DVY iShares Select Dividend ETF | Add +645.4% | 0.25% | +0.22 |
| RSDE Ftvestuseqeqlwghtbuffetfdec | New | 0.22% | +0.22 |
| RSP Invesco S&P 500 Equal Weight | Add +236.2% | 0.30% | +0.20 |
| IYR iShares US Real Estate ETF | New | 0.20% | +0.20 |
| RDVY First Trust Rising Dividend | Add +13.4% | 2.33% | +0.17 |
| QUAL iShares MSCI USA Quality Fac | Add +88.9% | 0.39% | +0.17 |
| FBTC Fidelity Wise Origin Bitcoin | Add +341.3% | 0.19% | +0.16 |
| DYNF Ishrs US E F R A ETF-Usd Inc. | Add +84.5% | 0.34% | +0.16 |
| ELCV Eventide High Dividend ETF | New | 0.15% | +0.15 |
| SPBO SS SPDR P Corp. Bond ETF | New | 0.14% | +0.14 |
| JNJ Johnson & Johnson | New | 0.13% | +0.13 |
| CGIE Cap Group Intl Equity | New | 0.13% | +0.13 |
| PAVE Global X US Infrastructure | Add +144.2% | 0.21% | +0.12 |
| MINT PIMCO Enhanced Short Maturit | Add +20.9% | 0.91% | +0.12 |
| GRNY Fundstr Gran SH US LRG Cap | New | 0.12% | +0.12 |
| FMDE Fidelity Enhanced Mid Cap Co. | New | 0.11% | +0.11 |
| TSLA Tesla Inc. | Add +6.5% | 0.29% | +0.10 |
| DOL Wisdomtree TR DVLP Intnl-Usd | Add +169.1% | 0.17% | +0.10 |
| XLY SS Consumer Disc Select Sect | New | 0.09% | +0.09 |
| BRK.B Berkshire Hathaway Inc. Class B | Add +22.4% | 0.70% | +0.09 |
| IYW iShares Ustechnology ETF | Add +15.2% | 0.67% | +0.09 |
| BUFR FT Vest Lad Buffervetf-Usd I | Add +46.3% | 0.29% | +0.08 |
| OAIM Oneascent Intl Eqty ETF | New | 0.08% | +0.08 |
| IYZ iShares US Telecommunication | New | 0.08% | +0.08 |
| VOOV Vanguard S&P 500 Value ETF | New | 0.08% | +0.08 |
| PFI Invesco Dorsey Wright Financ | New | 0.08% | +0.08 |
| AIRR First Trust Rba American Ind | Add +106.6% | 0.15% | +0.07 |
| VTEI Vanguard Int Tax-Exempt Bond | Add +149.3% | 0.13% | +0.07 |
| CGDV Cap Group Dividend Value | Add +66.5% | 0.21% | +0.07 |
| VXUS Vanguard Total Intl Stock | Add +52.0% | 0.28% | +0.07 |
| OACP Oneascent Core Plus Bond ETF | New | 0.07% | +0.07 |
| INTC Intel Corp. | New | 0.06% | +0.06 |
All Filings
| Quarter | Positions | 13F Reported Value | Top Holdings |
|---|---|---|---|
| Q3 2026 | 592 | $1.5B | SPYM, ACIO, QQQ, RDVY, SPDW |
| Q2 2026 | 589 | $1.5B | SPYM, ACIO, QQQ, RDVY, SPDW |
| Q1 2026 | 523 | $1.3B | SPYM, ACIO, QQQ, SPDW, RDVY |
| Q4 2025 | 533 | $1.3B | ACIO, SPYM, QQQ, SPY, SPDW |
| Q3 2025 | 523 | $1.2B | ACIO, SPYM, QQQ, SPY, DRSK |
| Q2 2025 | 503 | $1.1B | ACIO, SPYM, QQQ, IVW, UCON |
| Q1 2025 | 439 | $969.0M | SPYM, ACIO, SPY, UCON, DRSK |
| Q4 2024 | 448 | $975.3M | SPYM, ACIO, QQQ, SPY, BSV |
| Q3 2024 | 453 | $930.0M | ACIO, SPYM, QQQ, SPY, BSV |
| Q2 2024 | 445 | $1.0B | SPYM, ACIO, BSV, SPY, QQQ |
| Q1 2024 | 422 | $963.4M | QQQ, SPYM, ACIO, SPY, JAAA |