High Falls Advisors, Inc

In its 13F for Q4 2024 (holdings as of December 31, 2024, filed February 14, 2025), High Falls Advisors, Inc reported 116 stock positions worth $431.2 million. Its top holding was iShares Core S&P 500 ETF (IVV) at 16.0% of the portfolio, followed by Ishr CR Unvrse Usd BD ETF-Ui (IUSB, 13.2%) and iShares S&P 500 Growth ETF (IVW, 6.8%). Compared with Q3 2024, it opened 10 new positions, sold out of 14, added to 50 and reduced 48. The biggest buy was a new position in iShares MSCI USA Momentum Fa (MTUM) and the biggest sale Ishr CR Unvrse Usd BD ETF-Ui (IUSB, shares −13%).

Most Recent 13F
Q4 2025
Location
ROCHESTER, NY
CIK
0001569139
Portfolio Value
$431.2M (Q4 2024)
SEC Filing
0001085146-25-001518 ↗ filed Feb 14, 2025

Holdings Value

0$100.0M$200.0M$300.0M$400.0M$500.0M Q1 2024: $397.4M Q1 2024 Q2 2024: $411.7M Q2 2024 Q3 2024: $436.8M Q3 2024 Q4 2024: $431.2M $431.2M Q4 2024 Q1 2025: $426.0M Q1 2025 Q2 2025: $451.9M Q2 2025 Q3 2025: $485.7M Q3 2025 Q4 2025: $493.6M Q4 2025

Holdings 116 stocks · $431.2M

IVV iShares Core S&P 500 ETF 16.03% 117,442 $69.1M Reduce -3.3%
IUSB Ishr CR Unvrse Usd BD ETF-Ui 13.15% 1,254,666 $56.7M Reduce -12.5%
IVW iShares S&P 500 Growth ETF 6.76% 286,930 $29.1M Reduce -6.0%
QUAL iShares MSCI USA Quality Fac 5.78% 139,917 $24.9M Reduce -1.8%
DYNF Ishrs US E F R A ETF-Usd Inc. 5.76% 484,688 $24.8M Reduce -5.1%
EFG iShares MSCI Eafe Growth ETF 4.92% 219,233 $21.2M Add +15.2%
EFV iShares MSCI Eafe Value ETF 4.92% 403,933 $21.2M Add +8.3%
MBB iShares MBS ETF 3.69% 173,743 $15.9M Add +2.6%
AAPL Apple Inc. 3.25% 56,023 $14.0M Add +1.0%
IVE iShares S&P 500 Value ETF 3.25% 73,394 $14.0M Reduce -0.3%
EMXC iShares MSCI Emr MRK Ex Chna 2.66% 206,769 $11.5M Add +5.2%
IYW iShares Ustechnology ETF 2.41% 65,070 $10.4M Reduce -5.8%
BINC iShares Flex I A ETF-Usd Inc. 2.28% 188,626 $9.8M Add +2.6%
MUB iShares National Muni Bond E 1.63% 65,979 $7.0M Reduce -3.2%
TLT iShares 20+ Year Treasury BD 1.58% 78,020 $6.8M Add +12.2%
MTUM iShares MSCI USA Momentum Fa 1.56% 32,441 $6.7M New
QQQ Invesco QQQ Trust Series 1 1.16% 9,751 $5.0M Reduce -0.6%
VTEB Vanguard Tax-Exempt Bond ETF 1.10% 94,891 $4.8M Add +38.3%
IEMG iShares Core MSCI Emerging 1.07% 88,075 $4.6M Add +1.2%
MSFT Microsoft Corp. 0.81% 8,291 $3.5M Reduce -1.6%
ESGU iShares ESG Aware MSCI USA 0.79% 26,358 $3.4M Reduce -1.3%
SPY SS SPDR S&P 500 ETF Trust-US 0.79% 5,786 $3.4M Reduce -4.0%
IAU iShares Gold Trust 0.69% 60,328 $3.0M New
NVDA Nvidia Corp. 0.67% 21,464 $2.9M Add +4.4%
IFRA iShares US Infrastructure 0.61% 56,993 $2.6M Reduce -4.7%
EMB iShares JP Morgan Usd Emergi 0.58% 27,928 $2.5M Add +1.9%
OEF iShares S&P 100 ETF 0.50% 7,408 $2.1M Add +0.3%
SDY SS SPDR S&P Dividend ETF 0.47% 15,269 $2.0M Reduce -1.6%
V Visa Inc. Class A 0.45% 6,194 $2.0M Add +20.4%
CAT Caterpillar Inc. 0.41% 4,915 $1.8M Add +1.3%
JPM JPMorgan Chase & Co. 0.37% 6,744 $1.6M Add +5.6%
GOVT iShares US Treasury Bond ETF 0.37% 69,768 $1.6M Reduce -8.3%
DVY iShares Select Dividend ETF 0.35% 11,512 $1.5M Reduce -3.0%
MDY State Street SPDR S&P Midcap 0.35% 2,638 $1.5M No change
LQD Ishr Ibx Usd Invgd CB ETF-Ui 0.31% 12,708 $1.4M Reduce -5.9%
TLH iShares 10-20 Year Treasury 0.31% 13,396 $1.3M Reduce -3.7%
AOR iShares Core 60/40 Balanced 0.23% 17,631 $1.0M Add +1.7%
AMZN Amazon.com Inc. 0.22% 4,348 $954K Reduce -2.2%
PAYX Paychex Inc. 0.22% 6,740 $945K Add +26.5%
HON Honeywell International Inc. 0.21% 4,008 $905K Add +99.7%
QLTA iShares Aaa - A Rated Corpor 0.21% 19,061 $892K Add +10.6%
XOM Exxon Mobil Corp. 0.20% 8,158 $878K Reduce -0.5%
AOA iShares Core 80/20 Aggressiv 0.19% 10,758 $824K Add +7.1%
IVLU iShares MSCI International V 0.19% 29,485 $799K Add +15.8%
TSM Taiwan Semiconductor-SP ADR 0.18% 4,000 $790K No change
IEV iShares Europe ETF 0.17% 14,470 $753K Add +0.5%
LAKE Lakeland Industries Inc. 0.16% 27,462 $702K Reduce -3.5%
AVGO Broadcom Inc. 0.16% 3,019 $700K Add +2.7%
BRK.A Berkshire Hathaway Inc. Class A 0.16% 1 $681K No change
HYDB iShares High Yield Systemati 0.15% 14,176 $666K New
ORCL Oracle Corp. 0.15% 3,972 $662K Add +5.3%
USMV iShares MSCI USA Min Vol Fac 0.15% 7,339 $652K Reduce -2.2%
IUSG iShares Core S&P U.S. Growth 0.14% 4,463 $622K No change
IEF iShares 7-10 Year Treasury B 0.14% 6,719 $621K Add +20.6%
ARM Arm Holdings PLC-ADR 0.14% 5,000 $617K Add +11.1%
IJH iShares Core S&P Midcap ETF 0.14% 9,890 $616K Reduce -4.6%
DE Deere & Co. 0.14% 1,448 $613K Add +0.1%
SUB iShares Short-Term National 0.14% 5,554 $586K Reduce -0.2%
PNC PNC Financial Services Group 0.13% 3,004 $579K Add +49.9%
CLOA iShares Aaa Clo Act ETF-Usdi 0.13% 11,099 $575K Reduce -13.4%
IWF iShares Russell 1000 Growth 0.13% 1,398 $561K Reduce -22.5%
WMT Walmart Inc. 0.12% 5,588 $505K Add +0.1%
IWO iShares Russell 2000 Growth 0.11% 1,665 $479K Add +3.8%
TSLA Tesla Inc. 0.11% 1,184 $478K Reduce -45.8%
ICVT iShares Convertible Bond ETF 0.11% 5,621 $478K Add +33.5%
CGUS Cap Group Core Equity filed as CAPITAL GROUP CORE EQUITY ET 0.11% 13,079 $457K Add +3.1%
HYGW iShares HY Corp. BD Buywr ETF 0.11% 14,265 $453K New
IXN iShares Global Tech ETF 0.10% 5,251 $445K Reduce -0.2%
VUG Vanguard Mrngstar GR ETF-Sui 0.10% 1,064 $437K No change
LLY Eli Lilly & Co. 0.10% 565 $436K Add +0.9%
VGT Vanguard Info Tech ETF 0.10% 687 $427K Add +5.2%
LMT Lockheed Martin Corp. 0.10% 876 $426K Reduce -1.6%
IJR iShares Core S&P Small-Cap E 0.09% 3,471 $400K Reduce -16.9%
XLF SS Financial Select Sector 0.09% 7,627 $369K Add +0.2%
IEFA iShares Core MSCI Eafe ETF 0.08% 5,130 $361K Reduce -9.2%
INTU Intuit Inc. 0.08% 566 $356K Reduce -0.5%
SPLV Invesco S&P 500 Low Volatili 0.08% 5,003 $350K Add +0.2%
XLU St Sr Utl SL SE SPDR ETF-Usd 0.08% 4,618 $350K Reduce -11.0%
IJK iShares S&P Mid-Cap 400 Grow 0.08% 3,800 $346K Reduce -2.6%
MRK Merck & Co. Inc. 0.08% 3,396 $338K Reduce -12.3%
AMD Advanced Micro Devices 0.07% 2,668 $322K New
ABBV Abbvie Inc. 0.07% 1,806 $321K Reduce -0.6%
RSP Invesco S&P 500 Equal Weight 0.07% 1,786 $313K Add +0.3%
KO The Coca-Cola Co. 0.07% 4,933 $307K Reduce -7.8%
VIG Vanguard Dividend Apprec ETF 0.07% 1,555 $305K No change
CGDV Cap Group Dividend Value filed as CAPITAL GROUP DIVIDEND VALUE 0.07% 8,580 $303K Add +0.3%
CGBL Cap Group Core Balanced filed as CAPITAL GROUP CORE BALANCED 0.07% 9,635 $301K New
DGRO iShares Core Dividend Growth 0.07% 4,862 $298K Reduce -40.4%
PEG Public Service Enterprise GP 0.07% 3,517 $297K Add +0.4%
IWP iShares Russell Mid-Cap Grow 0.07% 2,270 $288K Add +21.3%
CGGR Cap Group Growth Equity 0.07% 7,710 $287K Add +10.2%
MTB M & T Bank Corp. filed as M & T BK CORP 0.07% 1,495 $281K Add +0.6%
GLD SPDR Gold Shares 0.07% 1,160 $281K Add +13.6%
IXUS iShares Core Intl Stock ETF 0.06% 4,078 $270K Reduce -0.5%
GLW Corning Inc. 0.06% 5,568 $265K Reduce -16.1%
IMCG iShares Morningstar Mid-Cap 0.06% 3,503 $265K No change
LCTU iShares U.S. Carbon Transiti 0.06% 4,125 $264K Reduce -2.8%
GOOG Alphabet Inc. Class C 0.06% 1,365 $260K Add +0.4%
ITOT iShares Core S&P Total U.S. 0.06% 2,016 $259K New
PG The Procter & Gamble Co. 0.06% 1,527 $256K Add +0.9%
IGM iShares Expanded Tech Sector 0.06% 2,467 $252K Reduce -9.1%
JNJ Johnson & Johnson 0.06% 1,727 $250K Reduce -21.0%
ACWV iShares MSCI Global Min Vol 0.05% 2,154 $235K Add +0.5%
EEM iShares MSCI Emerging Market 0.05% 5,508 $230K New
HDV iShares Core High Dividend E 0.05% 2,040 $229K Add +1.0%
GLDM SPDR Gold Minishares Trust 0.05% 4,403 $229K New
META Meta Platforms Inc. Class A 0.05% 387 $227K Add +0.3%
HEZU iShares Currency Hedged MSCI 0.05% 6,277 $225K Add +4.7%
CGGO Cap Group Global Growth filed as CAPITAL GROUP GBL GROWTH EQT 0.05% 7,589 $222K Reduce -0.6%
SUSL iShares ESG MSCI USA Leaders 0.05% 2,151 $222K Reduce -30.6%
IYR iShares US Real Estate ETF 0.05% 2,352 $219K Reduce -8.1%
VYM Vanguard High DVD Yield ETF 0.05% 1,710 $218K Reduce -15.0%
SPSM SS SPDR P S&P 600 Small Cap 0.05% 4,779 $215K No change
USXF iShares ESG Advance MSCI USA 0.05% 4,222 $210K New
STEW SRH Total Return Fund Inc. 0.05% 12,743 $204K Add +0.9%
PID Invesco International Divide 0.05% 11,065 $203K Reduce -9.4%

Portfolio Sells Q3 2024 → Q4 2024

IUSB Ishr CR Unvrse Usd BD ETF-Ui Reduce -12.5% 13.15% −2.32
IGEB iShares Investment Grade SYS Sold out 0.00% −0.36
MCD McDonald's Corp. Sold out 0.00% −0.23
BA The Boeing Co. Sold out 0.00% −0.15
AMGN Amgen Inc. Sold out 0.00% −0.11
IGSB iShares 1-5Y Inv Grade Corp. Sold out 0.00% −0.08
IVE iShares S&P 500 Value ETF Reduce -0.3% 3.25% −0.07
QUAL iShares MSCI USA Quality Fac Reduce -1.8% 5.78% −0.07
VZ Verizon Communications Inc. Sold out 0.00% −0.07
EMN Eastman Chemical Co. Sold out 0.00% −0.07
MUB iShares National Muni Bond E Reduce -3.2% 1.63% −0.06
ESGE iShares Inc. iShares ESG Awar Sold out 0.00% −0.06
IBM Intl Business Machines Corp. Sold out 0.00% −0.05
VLUE iShares MSCI USA Value Facto Sold out 0.00% −0.05
HYG Ishr Ibx Usd Hiyld CB ETF-Ui Sold out 0.00% −0.05
FALN iShares Fallen Angels ETF Sold out 0.00% −0.05
IXC iShares Global Energy ETF Sold out 0.00% −0.05
DGRO iShares Core Dividend Growth Reduce -40.4% 0.07% −0.05
SYK Stryker Corp. Sold out 0.00% −0.05
TLH iShares 10-20 Year Treasury Reduce -3.7% 0.31% −0.04
SDY SS SPDR S&P Dividend ETF Reduce -1.6% 0.47% −0.04
GOVT iShares US Treasury Bond ETF Reduce -8.3% 0.37% −0.04
LQD Ishr Ibx Usd Invgd CB ETF-Ui Reduce -5.9% 0.31% −0.03
IFRA iShares US Infrastructure Reduce -4.7% 0.61% −0.03
IWF iShares Russell 1000 Growth Reduce -22.5% 0.13% −0.02
DYNF Ishrs US E F R A ETF-Usd Inc. Reduce -5.1% 5.76% −0.02
JNJ Johnson & Johnson Reduce -21.0% 0.06% −0.02
MRK Merck & Co. Inc. Reduce -12.3% 0.08% −0.02
SUSL iShares ESG MSCI USA Leaders Reduce -30.6% 0.05% −0.02
LMT Lockheed Martin Corp. Reduce -1.6% 0.10% −0.02
TSLA Tesla Inc. Reduce -45.8% 0.11% −0.02
MSFT Microsoft Corp. Reduce -1.6% 0.81% −0.02
CLOA iShares Aaa Clo Act ETF-Usdi Reduce -13.4% 0.13% −0.02
IJR iShares Core S&P Small-Cap E Reduce -16.9% 0.09% −0.02
IEFA iShares Core MSCI Eafe ETF Reduce -9.2% 0.08% −0.02
KO The Coca-Cola Co. Reduce -7.8% 0.07% −0.02
XOM Exxon Mobil Corp. Reduce -0.5% 0.20% −0.02
DVY iShares Select Dividend ETF Reduce -3.0% 0.35% −0.02
XLU St Sr Utl SL SE SPDR ETF-Usd Reduce -11.0% 0.08% −0.01
IYR iShares US Real Estate ETF Reduce -8.1% 0.05% −0.01
VYM Vanguard High DVD Yield ETF Reduce -15.0% 0.05% −0.01
PID Invesco International Divide Reduce -9.4% 0.05% −0.01
ABBV Abbvie Inc. Reduce -0.6% 0.07% −0.01
GLW Corning Inc. Reduce -16.1% 0.06% −0.01
USMV iShares MSCI USA Min Vol Fac Reduce -2.2% 0.15% −0.01
IXUS iShares Core Intl Stock ETF Reduce -0.5% 0.06% −0.01
SPY SS SPDR S&P 500 ETF Trust-US Reduce -4.0% 0.79% −0.01
IJH iShares Core S&P Midcap ETF Reduce -4.6% 0.14% −0.00
IJK iShares S&P Mid-Cap 400 Grow Reduce -2.6% 0.08% −0.00
CGGO Cap Group Global Growth Reduce -0.6% 0.05% −0.00

Portfolio Buys Q3 2024 → Q4 2024

MTUM iShares MSCI USA Momentum Fa New 1.56% +1.56
IAU iShares Gold Trust New 0.69% +0.69
VTEB Vanguard Tax-Exempt Bond ETF Add +38.3% 1.10% +0.30
AAPL Apple Inc. Add +1.0% 3.25% +0.29
EFG iShares MSCI Eafe Growth ETF Add +15.2% 4.92% +0.23
HYDB iShares High Yield Systemati New 0.15% +0.15
V Visa Inc. Class A Add +20.4% 0.45% +0.13
HON Honeywell International Inc. Add +99.7% 0.21% +0.12
HYGW iShares HY Corp. BD Buywr ETF New 0.11% +0.11
NVDA Nvidia Corp. Add +4.4% 0.67% +0.10
AMD Advanced Micro Devices New 0.07% +0.07
CGBL Cap Group Core Balanced New 0.07% +0.07
JPM JPMorgan Chase & Co. Add +5.6% 0.37% +0.07
ITOT iShares Core S&P Total U.S. New 0.06% +0.06
PAYX Paychex Inc. Add +26.5% 0.22% +0.06
EEM iShares MSCI Emerging Market New 0.05% +0.05
GLDM SPDR Gold Minishares Trust New 0.05% +0.05
PNC PNC Financial Services Group Add +49.9% 0.13% +0.05
USXF iShares ESG Advance MSCI USA New 0.05% +0.05
AVGO Broadcom Inc. Add +2.7% 0.16% +0.05
ICVT iShares Convertible Bond ETF Add +33.5% 0.11% +0.03
OEF iShares S&P 100 ETF Add +0.3% 0.50% +0.03
BINC iShares Flex I A ETF-Usd Inc. Add +2.6% 2.28% +0.02
IEF iShares 7-10 Year Treasury B Add +20.6% 0.14% +0.02
TLT iShares 20+ Year Treasury BD Add +12.2% 1.58% +0.02
IWP iShares Russell Mid-Cap Grow Add +21.3% 0.07% +0.02
WMT Walmart Inc. Add +0.1% 0.12% +0.01
IVLU iShares MSCI International V Add +15.8% 0.19% +0.01
QLTA iShares Aaa - A Rated Corpor Add +10.6% 0.21% +0.01
VGT Vanguard Info Tech ETF Add +5.2% 0.10% +0.01
CGGR Cap Group Growth Equity Add +10.2% 0.07% +0.01
AOA iShares Core 80/20 Aggressiv Add +7.1% 0.19% +0.01
GLD SPDR Gold Shares Add +13.6% 0.07% +0.01
GOOG Alphabet Inc. Class C Add +0.4% 0.06% +0.01
IWO iShares Russell 2000 Growth Add +3.8% 0.11% +0.01
CGUS Cap Group Core Equity Add +3.1% 0.11% +0.01
XLF SS Financial Select Sector Add +0.2% 0.09% +0.01
ORCL Oracle Corp. Add +5.3% 0.15% +0.01
MTB M & T Bank Corp. Add +0.6% 0.07% +0.00
DE Deere & Co. Add +0.1% 0.14% +0.00
EFV iShares MSCI Eafe Value ETF Add +8.3% 4.92% +0.00
META Meta Platforms Inc. Class A Add +0.3% 0.05% +0.00
STEW SRH Total Return Fund Inc. Add +0.9% 0.05% +0.00
HEZU iShares Currency Hedged MSCI Add +4.7% 0.05% +0.00
RSP Invesco S&P 500 Equal Weight Add +0.3% 0.07% −0.00
PG The Procter & Gamble Co. Add +0.9% 0.06% −0.00
SPLV Invesco S&P 500 Low Volatili Add +0.2% 0.08% −0.00
AOR iShares Core 60/40 Balanced Add +1.7% 0.23% −0.00
CGDV Cap Group Dividend Value Add +0.3% 0.07% −0.00
HDV iShares Core High Dividend E Add +1.0% 0.05% −0.00

All Filings

QuarterPositions13F Reported ValueTop Holdings
Q4 2025 144$493.6MIUSB, IVV, IVE, DYNF, IVW
Q3 2025 146$485.7MIUSB, IVV, DYNF, IVW, QUAL
Q2 2025 142$451.9MIUSB, IVV, QUAL, EFV, IVW
Q1 2025 125$426.0MIVV, IUSB, QUAL, IVW, DYNF
Q4 2024 116$431.2MIVV, IUSB, IVW, QUAL, DYNF
Q3 2024 120$436.8MIVV, IUSB, IVW, QUAL, DYNF
Q2 2024 123$411.7MIVV, IUSB, IVW, QUAL, DYNF
Q1 2024 123$397.4MIVV, IUSB, QUAL, DYNF, EFV