Fortune Financial Advisors, LLC
In its 13F for Q1 2024 (holdings as of March 31, 2024, filed April 23, 2024), Fortune Financial Advisors, LLC reported 129 stock positions worth $157.1 million. Its top holding was iShares MSCI USA Min Vol Fac (USMV) at 6.3% of the portfolio, followed by Microsoft (MSFT, 4.8%) and Procter & Gamble (PG, 4.1%). Compared with Q4 2023, it opened 14 new positions, sold out of 11, added to 41 and reduced 65. The biggest buy was Procter & Gamble (PG, shares +19%) and the biggest sale Apple (AAPL, shares −3%).
- Most Recent 13F
- Q2 2026
- Location
- Overland Park, KS
- CIK
- 0001961828
- Portfolio Value
- $157.1M (Q1 2024)
- SEC Filing
- 0001085146-24-001973 ↗ filed Apr 23, 2024
Holdings Value
Holdings 129 stocks · $157.1M
| USMV iShares MSCI USA Min Vol Fac | 6.33% | 118,942 | $9.9M | Reduce -2.4% |
| MSFT Microsoft Corp. | 4.81% | 17,962 | $7.6M | Add +7.7% |
| PG The Procter & Gamble Co. | 4.10% | 39,693 | $6.4M | Add +19.2% |
| AAPL Apple Inc. | 2.61% | 23,941 | $4.1M | Reduce -3.0% |
| MOAT Vaneck Morningstar Wide Moat | 2.59% | 45,259 | $4.1M | Reduce -0.6% |
| MA Mastercard Inc. Class A | 2.37% | 7,720 | $3.7M | Reduce -1.7% |
| FTNT Fortinet Inc. | 2.36% | 54,175 | $3.7M | Add +5.3% |
| VGSH Vanguard Short-Term Treasury | 2.35% | 63,439 | $3.7M | Add +15.2% |
| GOOGL Alphabet Inc. Class A | 2.17% | 22,542 | $3.4M | Reduce -1.9% |
| NVO Novo-Nordisk A/S-Spons ADR | 2.15% | 26,264 | $3.4M | Reduce -3.0% |
| JPM JPMorgan Chase & Co. | 2.08% | 16,289 | $3.3M | Reduce -8.5% |
| APO Apollo Global Management Inc. | 2.06% | 28,731 | $3.2M | Add +1.7% |
| BX Blackstone Inc. | 1.96% | 23,376 | $3.1M | Reduce -2.6% |
| AMZN Amazon.com Inc. | 1.79% | 15,560 | $2.8M | Reduce -0.3% |
| IEI iShares 3-7 Year Treasury Bo | 1.73% | 23,497 | $2.7M | Add +0.8% |
| ORLY O'reilly Automotive Inc. | 1.69% | 2,356 | $2.7M | Reduce -3.7% |
| RSP Invesco S&P 500 Equal Weight | 1.66% | 15,426 | $2.6M | Reduce -2.0% |
| AMAT Applied Materials Inc. | 1.57% | 11,923 | $2.5M | Reduce -4.8% |
| NOC Northrop Grumman Corp. | 1.41% | 4,624 | $2.2M | Reduce -3.4% |
| LNG Cheniere Energy Inc. | 1.38% | 13,391 | $2.2M | Reduce -3.7% |
| V Visa Inc. Class A | 1.36% | 7,652 | $2.1M | Add +0.5% |
| TIP iShares Tips Bond ETF | 1.33% | 19,486 | $2.1M | Reduce -0.5% |
| CVX Chevron Corp. | 1.32% | 13,154 | $2.1M | Reduce -13.2% |
| VTIP Vanguard Short-Term Tips | 1.16% | 37,937 | $1.8M | Add +16.7% |
| META Meta Platforms Inc. Class A | 1.13% | 3,654 | $1.8M | Add +0.7% |
| MO Altria Group Inc. | 1.13% | 40,604 | $1.8M | Reduce -0.6% |
| ADBE Adobe Inc. | 1.07% | 3,321 | $1.7M | Reduce -3.8% |
| STE Steris PLC | 1.02% | 7,149 | $1.6M | Reduce -1.1% |
| EFAV iShares MSCI Eafe Min Vol Fa | 1.01% | 22,474 | $1.6M | Reduce -2.1% |
| ASR Grupo Aeroportuario Sur-ADR | 0.96% | 4,746 | $1.5M | Add +0.7% |
| MNST Monster Beverage Corp. | 0.93% | 24,514 | $1.5M | Add +0.7% |
| LMT Lockheed Martin Corp. | 0.88% | 3,040 | $1.4M | Reduce -6.6% |
| IJH iShares Core S&P Midcap ETF | 0.85% | 22,064 | $1.3M | Reduce -2.4% |
| J Jacobs Solutions Inc. | 0.85% | 8,667 | $1.3M | Add +10.0% |
| DIA SS SPDR Dow Jones Indus Avg filed as SPDR DOW JONES INDL AVERAGE | 0.81% | 3,199 | $1.3M | Add +0.2% |
| UNP Union Pacific Corp. | 0.80% | 5,141 | $1.3M | Add +63.6% |
| APH Amphenol Corp. Class A | 0.80% | 10,871 | $1.3M | Add +0.7% |
| CRH CRH PLC | 0.78% | 14,257 | $1.2M | Add +38.3% |
| ABT Abbott Laboratories | 0.78% | 10,773 | $1.2M | Reduce -4.8% |
| CRL Charles River Laboratories | 0.75% | 4,332 | $1.2M | No change |
| TSCO Tractor Supply Company | 0.73% | 4,389 | $1.1M | Reduce -2.1% |
| PM Philip Morris International | 0.73% | 12,513 | $1.1M | Reduce -5.4% |
| SPY SS SPDR S&P 500 ETF Trust-US | 0.73% | 2,183 | $1.1M | Reduce -2.5% |
| GRMN Garmin Ltd. | 0.71% | 7,462 | $1.1M | Reduce -1.8% |
| XLK SS Technology Select Sector | 0.70% | 5,294 | $1.1M | Reduce -3.3% |
| CVS CVS Health Corp. | 0.66% | 12,937 | $1.0M | Reduce -0.8% |
| CP Canadian Pacific Kansas City | 0.65% | 11,560 | $1.0M | Add +0.3% |
| IJR iShares Core S&P Small-Cap E | 0.65% | 9,172 | $1.0M | Reduce -19.7% |
| IEF iShares 7-10 Year Treasury B | 0.61% | 10,198 | $965K | Add +0.0% |
| BIL SS SPDR BB 1-3M T-Bill ETF | 0.60% | 10,224 | $939K | Add +41.0% |
| TJX TJX Companies Inc. filed as TJX COS INC NEW | 0.60% | 9,236 | $937K | Reduce -2.0% |
| XLV SS Health Care Select Sector | 0.60% | 6,328 | $935K | New |
| MCD McDonald's Corp. | 0.58% | 3,231 | $911K | Add +0.1% |
| TTE Totalenergies SE -Spon ADR | 0.57% | 12,992 | $894K | Reduce -6.5% |
| AVIV Avantis Intl LRG Cap Val ETF | 0.56% | 16,316 | $882K | New |
| SDCI Uscf Summerhaven Dynamic ETF | 0.55% | 45,642 | $864K | Add +100.5% |
| PANW Palo Alto Networks Inc. | 0.55% | 3,024 | $859K | Add +216.3% |
| DPZ Domino's Pizza Inc. | 0.55% | 1,728 | $859K | Add +1.5% |
| DSTL Distillate US Fundamental St | 0.53% | 15,454 | $833K | Add +107.0% |
| PEP Pepsico Inc. | 0.51% | 4,618 | $808K | Reduce -0.1% |
| COP Conocophillips | 0.51% | 6,280 | $799K | Reduce -0.7% |
| SDY SS SPDR S&P Dividend ETF | 0.50% | 5,997 | $787K | Reduce -44.1% |
| MAR Marriott International Class A | 0.49% | 3,042 | $767K | Reduce -8.2% |
| AVUV Avantis US Small Cap Value | 0.48% | 8,097 | $759K | New |
| BA The Boeing Co. | 0.47% | 3,837 | $741K | Reduce -3.3% |
| SCHD Schwab US DVD Equity ETF | 0.46% | 8,995 | $725K | New |
| QQXT First Trust Nasdaq-100 Ex-Te | 0.45% | 7,776 | $708K | Add +18.8% |
| BAH Booz Allen Hamilton Holdings | 0.42% | 4,495 | $667K | Add +0.1% |
| SCHG Schwab US Large-Cap Growth | 0.42% | 7,118 | $660K | New |
| AXP American Express Co. | 0.40% | 2,782 | $634K | Reduce -2.1% |
| VBR Vngrd Mrngst SL-CP Val ETF-U | 0.40% | 3,243 | $622K | Reduce -8.5% |
| SKYY First Trust Cloud Computing | 0.39% | 6,437 | $615K | Reduce -38.4% |
| GOOG Alphabet Inc. Class C | 0.38% | 3,969 | $604K | Reduce -0.9% |
| FNV Franco-Nevada Corp. | 0.38% | 5,050 | $602K | Add +3.6% |
| ANET Arista Networks Inc. | 0.36% | 1,948 | $565K | No change |
| SLX Vaneck Steel ETF | 0.36% | 7,701 | $559K | New |
| BKNG Booking Holdings Inc. | 0.34% | 149 | $541K | No change |
| JPST JPMorgan Ultra-Short Income | 0.34% | 10,712 | $540K | New |
| IVV iShares Core S&P 500 ETF | 0.33% | 992 | $522K | Add +61.0% |
| CLX Clorox Company | 0.33% | 3,352 | $513K | Reduce -7.6% |
| QUAL iShares MSCI USA Quality Fac | 0.33% | 3,117 | $512K | Reduce -2.1% |
| JNJ Johnson & Johnson | 0.32% | 3,226 | $510K | Add +2.9% |
| SMMV iShares MSCI USA Small-Cap M | 0.32% | 13,607 | $510K | Reduce -2.7% |
| DON Wisdomtree US Midcap Dividen | 0.32% | 10,439 | $509K | Add +37.1% |
| ABBV Abbvie Inc. | 0.32% | 2,785 | $507K | Reduce -0.5% |
| INTU Intuit Inc. | 0.31% | 756 | $491K | Reduce -15.3% |
| TROW T Rowe Price Group Inc. filed as PRICE T ROWE GROUP INC | 0.31% | 4,021 | $490K | Add +0.3% |
| OLED Universal Display Corp. | 0.30% | 2,784 | $469K | Reduce -0.8% |
| DE Deere & Co. | 0.28% | 1,072 | $440K | New |
| HON Honeywell International Inc. | 0.27% | 2,102 | $431K | Add +0.3% |
| SBAC SBA Communications Corp. | 0.26% | 1,895 | $411K | Reduce -1.4% |
| CI The Cigna Group | 0.26% | 1,123 | $408K | Reduce -24.3% |
| ANGL Vaneck Fallen Angel High YLD | 0.26% | 14,004 | $406K | Add +0.5% |
| ETN Eaton Corp. PLC | 0.26% | 1,298 | $406K | Reduce -4.3% |
| HD Home Depot Inc. | 0.26% | 1,054 | $404K | Reduce -5.6% |
| AVGO Broadcom Inc. | 0.25% | 294 | $390K | No change |
| CARR Carrier Global Corp. | 0.25% | 6,660 | $387K | Reduce -0.5% |
| CRM Salesforce Inc. | 0.24% | 1,261 | $380K | No change |
| GDX Vaneck Gold Miners ETF | 0.24% | 11,925 | $377K | Reduce -66.3% |
| COST Costco Wholesale Corp. | 0.23% | 498 | $365K | Add +1.8% |
Lines left out (1) · $811K — a value with no share or principal amount
| Security | Class | Shares | Value |
|---|---|---|---|
| SHY iShares 1-3 Year Treasury Bo | 1 3 YR TREAS BD | 0 | $811K |
Filed with a value but no share or principal amount (a cash line, a holding rounded to 0 shares), so they are kept out of the holdings, totals and percentages.
Total filed on the 13F, all lines: $157.9M.
Portfolio Sells Q4 2023 → Q1 2024
| AAPL Apple Inc. | Reduce -3.0% | 2.61% | −0.74 |
| GDX Vaneck Gold Miners ETF | Reduce -66.3% | 0.24% | −0.53 |
| SDY SS SPDR S&P Dividend ETF | Reduce -44.1% | 0.50% | −0.44 |
| ADBE Adobe Inc. | Reduce -3.8% | 1.07% | −0.39 |
| USMV iShares MSCI USA Min Vol Fac | Reduce -2.4% | 6.33% | −0.37 |
| LUV Southwest Airlines Co. | Sold out | 0.00% | −0.31 |
| LNG Cheniere Energy Inc. | Reduce -3.7% | 1.38% | −0.30 |
| CVX Chevron Corp. | Reduce -13.2% | 1.32% | −0.27 |
| BX Blackstone Inc. | Reduce -2.6% | 1.96% | −0.26 |
| BA The Boeing Co. | Reduce -3.3% | 0.47% | −0.26 |
| SKYY First Trust Cloud Computing | Reduce -38.4% | 0.39% | −0.25 |
| GUNR NT Mstar GLBL NR ETF | Sold out | 0.00% | −0.24 |
| IJR iShares Core S&P Small-Cap E | Reduce -19.7% | 0.65% | −0.23 |
| SCHM Schwab US Mid Cap ETF | Sold out | 0.00% | −0.23 |
| MP MP Materials Corp. | Reduce -42.6% | 0.13% | −0.22 |
| SLYG SS SPDR S&P 600 SC GR ETF | Sold out | 0.00% | −0.21 |
| NOC Northrop Grumman Corp. | Reduce -3.4% | 1.41% | −0.17 |
| IWP iShares Russell Mid-Cap Grow | Sold out | 0.00% | −0.17 |
| LMT Lockheed Martin Corp. | Reduce -6.6% | 0.88% | −0.16 |
| AMT American Tower Corp. | Sold out | 0.00% | −0.15 |
| SLYV SS SPDR S&P 600 SC Val ETF | Sold out | 0.00% | −0.15 |
| TIP iShares Tips Bond ETF | Reduce -0.5% | 1.33% | −0.15 |
| PYPL PayPal Holdings Inc. | Sold out | 0.00% | −0.15 |
| MMM 3M Co. | Sold out | 0.00% | −0.15 |
| PM Philip Morris International | Reduce -5.4% | 0.73% | −0.15 |
| UNH Unitedhealth Group Inc. | Sold out | 0.00% | −0.14 |
| MOAT Vaneck Morningstar Wide Moat | Reduce -0.6% | 2.59% | −0.13 |
| EFAV iShares MSCI Eafe Min Vol Fa | Reduce -2.1% | 1.01% | −0.11 |
| ABT Abbott Laboratories | Reduce -4.8% | 0.78% | −0.10 |
| STE Steris PLC | Reduce -1.1% | 1.02% | −0.10 |
| GOOGL Alphabet Inc. Class A | Reduce -1.9% | 2.17% | −0.10 |
| TTE Totalenergies SE -Spon ADR | Reduce -6.5% | 0.57% | −0.09 |
| RSP Invesco S&P 500 Equal Weight | Reduce -2.0% | 1.66% | −0.09 |
| SBAC SBA Communications Corp. | Reduce -1.4% | 0.26% | −0.08 |
| INTU Intuit Inc. | Reduce -15.3% | 0.31% | −0.08 |
| OLED Universal Display Corp. | Reduce -0.8% | 0.30% | −0.08 |
| CVS CVS Health Corp. | Reduce -0.8% | 0.66% | −0.07 |
| JPM JPMorgan Chase & Co. | Reduce -8.5% | 2.08% | −0.06 |
| VBR Vngrd Mrngst SL-CP Val ETF-U | Reduce -8.5% | 0.40% | −0.05 |
| CI The Cigna Group | Reduce -24.3% | 0.26% | −0.05 |
| XLK SS Technology Select Sector | Reduce -3.3% | 0.70% | −0.04 |
| PEP Pepsico Inc. | Reduce -0.1% | 0.51% | −0.04 |
| MAR Marriott International Class A | Reduce -8.2% | 0.49% | −0.04 |
| CLX Clorox Company | Reduce -7.6% | 0.33% | −0.04 |
| MO Altria Group Inc. | Reduce -0.6% | 1.13% | −0.03 |
| QLTA iShares Aaa - A Rated Corpor | Reduce -5.4% | 0.17% | −0.03 |
| IJH iShares Core S&P Midcap ETF | Reduce -2.4% | 0.85% | −0.03 |
| SMMV iShares MSCI USA Small-Cap M | Reduce -2.7% | 0.32% | −0.03 |
| TJX TJX Companies Inc. | Reduce -2.0% | 0.60% | −0.03 |
| CARR Carrier Global Corp. | Reduce -0.5% | 0.25% | −0.02 |
Portfolio Buys Q4 2023 → Q1 2024
| PG The Procter & Gamble Co. | Add +19.2% | 4.10% | +0.66 |
| XLV SS Health Care Select Sector | New | 0.60% | +0.60 |
| AVIV Avantis Intl LRG Cap Val ETF | New | 0.56% | +0.56 |
| AVUV Avantis US Small Cap Value | New | 0.48% | +0.48 |
| SCHD Schwab US DVD Equity ETF | New | 0.46% | +0.46 |
| SCHG Schwab US Large-Cap Growth | New | 0.42% | +0.42 |
| MSFT Microsoft Corp. | Add +7.7% | 4.81% | +0.39 |
| SLX Vaneck Steel ETF | New | 0.36% | +0.36 |
| PANW Palo Alto Networks Inc. | Add +216.3% | 0.55% | +0.35 |
| JPST JPMorgan Ultra-Short Income | New | 0.34% | +0.34 |
| DE Deere & Co. | New | 0.28% | +0.28 |
| CRH CRH PLC | Add +38.3% | 0.78% | +0.28 |
| DSTL Distillate US Fundamental St | Add +107.0% | 0.53% | +0.27 |
| SDCI Uscf Summerhaven Dynamic ETF | Add +100.5% | 0.55% | +0.27 |
| UNP Union Pacific Corp. | Add +63.6% | 0.80% | +0.26 |
| FTNT Fortinet Inc. | Add +5.3% | 2.36% | +0.23 |
| META Meta Platforms Inc. Class A | Add +0.7% | 1.13% | +0.22 |
| APO Apollo Global Management Inc. | Add +1.7% | 2.06% | +0.20 |
| PULS Pgim Ultra Short Bond ETF | New | 0.19% | +0.19 |
| NVDA Nvidia Corp. | New | 0.18% | +0.18 |
| IEFA iShares Core MSCI Eafe ETF | New | 0.16% | +0.16 |
| NEU Newmarket Corp. | New | 0.14% | +0.14 |
| MMM 3M Co.-W/I | New | 0.13% | +0.13 |
| BIL SS SPDR BB 1-3M T-Bill ETF | Add +41.0% | 0.60% | +0.13 |
| KO The Coca-Cola Co. | New | 0.13% | +0.13 |
| J Jacobs Solutions Inc. | Add +10.0% | 0.85% | +0.13 |
| IVV iShares Core S&P 500 ETF | Add +61.0% | 0.33% | +0.12 |
| VGSH Vanguard Short-Term Treasury | Add +15.2% | 2.35% | +0.08 |
| DON Wisdomtree US Midcap Dividen | Add +37.1% | 0.32% | +0.08 |
| VTIP Vanguard Short-Term Tips | Add +16.7% | 1.16% | +0.07 |
| DPZ Domino's Pizza Inc. | Add +1.5% | 0.55% | +0.05 |
| QQXT First Trust Nasdaq-100 Ex-Te | Add +18.8% | 0.45% | +0.04 |
| APH Amphenol Corp. Class A | Add +0.7% | 0.80% | +0.04 |
| BAH Booz Allen Hamilton Holdings | Add +0.1% | 0.42% | +0.02 |
| MTUM iShares MSCI USA Momentum Fa | Add +0.1% | 0.20% | +0.01 |
| RTX RTX Corp. | Add +1.0% | 0.17% | +0.01 |
| TROW T Rowe Price Group Inc. | Add +0.3% | 0.31% | +0.01 |
| CP Canadian Pacific Kansas City | Add +0.3% | 0.65% | +0.01 |
| COST Costco Wholesale Corp. | Add +1.8% | 0.23% | +0.00 |
| CL Colgate-Palmolive Co. | Add +0.6% | 0.17% | +0.00 |
| FNV Franco-Nevada Corp. | Add +3.6% | 0.38% | +0.00 |
| OTIS Otis Worldwide Corp. | Add +0.4% | 0.22% | +0.00 |
| REYN Reynolds Consumer Products I | Add +0.1% | 0.19% | −0.01 |
| BB Blackberry Ltd. | Add +12.8% | 0.04% | −0.01 |
| ASR Grupo Aeroportuario Sur-ADR | Add +0.7% | 0.96% | −0.01 |
| JNJ Johnson & Johnson | Add +2.9% | 0.32% | −0.02 |
| ANGL Vaneck Fallen Angel High YLD | Add +0.5% | 0.26% | −0.02 |
| AWK American Water Works Co. Inc. | Add +0.5% | 0.14% | −0.03 |
| HON Honeywell International Inc. | Add +0.3% | 0.27% | −0.04 |
| V Visa Inc. Class A | Add +0.5% | 1.36% | −0.04 |
All Filings
| Quarter | Positions | 13F Reported Value | Top Holdings |
|---|---|---|---|
| Q2 2026 | 163 | $233.7M | GRMN, USMV, AMAT, GOOGL, NVDA |
| Q1 2026 | 148 | $196.2M | GRMN, USMV, NVDA, GOOGL, VGSH |
| Q4 2025 | 99 | $148.3M | GRMN, USMV, GOOGL, MOAT, VGSH |
| Q3 2025 | 94 | $132.9M | USMV, MOAT, GOOGL, VGSH, ORLY |
| Q2 2025 | 95 | $124.3M | USMV, MOAT, VGSH, GOOGL, MA |
| Q1 2025 | 95 | $116.0M | USMV, MOAT, VGSH, ORLY, MA |
| Q4 2024 | 88 | $110.0M | USMV, MOAT, VGSH, GOOGL, AAPL |
| Q3 2024 | 88 | $110.4M | USMV, MOAT, VGSH, AAPL, GOOGL |
| Q2 2024Amended | 122 | $163.3M | USMV, MSFT, PG, AAPL, GOOGL |
| Q1 2024 | 129 | $157.1M | USMV, MSFT, PG, AAPL, MOAT |