High Falls Advisors, Inc
In its 13F for Q2 2025 (holdings as of June 30, 2025, filed August 15, 2025), High Falls Advisors, Inc reported 142 stock positions worth $451.9 million. Its top holding was Ishr CR Unvrse Usd BD ETF-Ui (IUSB) at 11.4% of the portfolio, followed by iShares Core S&P 500 ETF (IVV, 7.9%) and iShares MSCI USA Quality Fac (QUAL, 6.6%). Compared with Q1 2025, it opened 28 new positions, sold out of 11, added to 57 and reduced 46. The biggest buy was iShares U.S. Thematic Rotati (THRO, shares +1399%) and the biggest sale iShares Core S&P 500 ETF (IVV, shares −45%).
- Most Recent 13F
- Q4 2025
- Location
- ROCHESTER, NY
- CIK
- 0001569139
- Portfolio Value
- $451.9M (Q2 2025)
- SEC Filing
- 0001085146-25-005304 ↗ filed Aug 15, 2025
Holdings Value
Holdings 142 stocks · $451.9M
| IUSB Ishr CR Unvrse Usd BD ETF-Ui | 11.43% | 1,117,344 | $51.7M | Reduce -9.2% |
| IVV iShares Core S&P 500 ETF | 7.95% | 57,857 | $35.9M | Reduce -45.0% |
| QUAL iShares MSCI USA Quality Fac | 6.55% | 161,963 | $29.6M | Reduce -0.8% |
| EFV iShares MSCI Eafe Value ETF | 6.17% | 439,058 | $27.9M | Add +43.5% |
| IVW iShares S&P 500 Growth ETF | 6.14% | 252,044 | $27.8M | Reduce -12.8% |
| DYNF Ishrs US E F R A ETF-Usd Inc. | 5.76% | 478,095 | $26.0M | Reduce -2.0% |
| IVE iShares S&P 500 Value ETF | 4.89% | 112,996 | $22.1M | Add +7.8% |
| IEMG iShares Core MSCI Emerging | 3.97% | 298,648 | $17.9M | Add +87.2% |
| TLH iShares 10-20 Year Treasury | 3.09% | 137,498 | $14.0M | Add +35.9% |
| MBB iShares MBS ETF | 2.96% | 142,431 | $13.4M | Reduce -1.4% |
| OEF iShares S&P 100 ETF | 2.81% | 41,750 | $12.7M | Add +34.1% |
| EFG iShares MSCI Eafe Growth ETF | 2.75% | 111,126 | $12.4M | Reduce -5.8% |
| AAPL Apple Inc. | 2.63% | 57,976 | $11.9M | Add +1.6% |
| THRO iShares U.S. Thematic Rotati | 2.59% | 328,914 | $11.7M | Add +1398.9% |
| IYW iShares Ustechnology ETF | 2.26% | 58,931 | $10.2M | Reduce -10.4% |
| BINC iShares Flex I A ETF-Usd Inc. | 2.14% | 183,142 | $9.7M | Reduce -1.6% |
| IAGG iShares Intl Aggregate Bond | 1.90% | 168,275 | $8.6M | New |
| MTUM iShares MSCI USA Momentum Fa | 1.65% | 31,009 | $7.5M | Reduce -5.0% |
| VTEB Vanguard Tax-Exempt Bond ETF | 1.53% | 141,315 | $6.9M | Add +54.8% |
| MUB iShares National Muni Bond E | 1.36% | 58,938 | $6.2M | Reduce -23.5% |
| IAU iShares Gold Trust | 1.16% | 83,957 | $5.2M | Reduce -28.4% |
| BAI Ishrs AI in and Tech Act ETF | 0.90% | 141,420 | $4.1M | New |
| MSFT Microsoft Corp. | 0.81% | 7,348 | $3.7M | Reduce -0.2% |
| SPY SS SPDR S&P 500 ETF Trust-US | 0.80% | 5,836 | $3.6M | Add +1.5% |
| EMB iShares JP Morgan Usd Emergi | 0.78% | 37,857 | $3.5M | Reduce -0.8% |
| NVDA Nvidia Corp. | 0.66% | 18,829 | $3.0M | Reduce -6.9% |
| ESGU iShares ESG Aware MSCI USA | 0.51% | 17,174 | $2.3M | Reduce -11.6% |
| V Visa Inc. Class A | 0.50% | 6,337 | $2.3M | Add +0.7% |
| JPM JPMorgan Chase & Co. | 0.45% | 6,940 | $2.0M | Add +1.9% |
| CAT Caterpillar Inc. | 0.43% | 4,986 | $1.9M | Add +0.2% |
| SDY SS SPDR S&P Dividend ETF | 0.42% | 14,035 | $1.9M | Add +0.1% |
| STIP iShares 0-5 Year Tips Bond E | 0.38% | 16,690 | $1.7M | Add +664.5% |
| GOVT iShares US Treasury Bond ETF | 0.32% | 63,896 | $1.5M | Reduce -15.5% |
| DVY iShares Select Dividend ETF | 0.32% | 11,025 | $1.5M | Reduce -0.0% |
| HIMU iShares High Yild Muni A ETF | 0.27% | 24,915 | $1.2M | Add +46.4% |
| IWF iShares Russell 1000 Growth | 0.26% | 2,752 | $1.2M | Add +34.2% |
| IBM Intl Business Machines Corp. filed as INTERNATIONAL BUSINESS MACHS | 0.26% | 3,944 | $1.2M | Add +318.7% |
| MDY State Street SPDR S&P Midcap | 0.25% | 2,002 | $1.1M | Reduce -1.8% |
| EMXC iShares MSCI Emr MRK Ex Chna | 0.22% | 15,733 | $993K | Reduce -90.5% |
| USMV iShares MSCI USA Min Vol Fac | 0.22% | 10,559 | $991K | Add +6.8% |
| IVLU iShares MSCI International V | 0.21% | 29,045 | $955K | Add +4.8% |
| AMZN Amazon.com Inc. | 0.21% | 4,349 | $954K | Reduce -1.3% |
| AOA iShares Core 80/20 Aggressiv | 0.21% | 11,411 | $952K | Add +6.6% |
| HON Honeywell International Inc. | 0.21% | 4,007 | $933K | Reduce -0.0% |
| AOR iShares Core 60/40 Balanced | 0.21% | 15,102 | $930K | Reduce -12.1% |
| TSM Taiwan Semiconductor-SP ADR | 0.20% | 4,000 | $906K | No change |
| QLTA iShares Aaa - A Rated Corpor | 0.20% | 18,476 | $884K | Reduce -17.7% |
| XOM Exxon Mobil Corp. | 0.19% | 7,789 | $840K | Reduce -6.1% |
| IEV iShares Europe ETF | 0.18% | 13,174 | $833K | Reduce -0.6% |
| PAYX Paychex Inc. | 0.18% | 5,686 | $827K | Reduce -15.7% |
| ARM Arm Holdings PLC-ADR | 0.18% | 5,000 | $809K | No change |
| AVGO Broadcom Inc. | 0.18% | 2,900 | $799K | Reduce -1.5% |
| ORCL Oracle Corp. | 0.17% | 3,575 | $782K | Reduce -12.2% |
| LQD Ishr Ibx Usd Invgd CB ETF-Ui | 0.17% | 6,814 | $747K | Reduce -35.2% |
| DE Deere & Co. | 0.16% | 1,449 | $737K | Add +0.1% |
| BRK.A Berkshire Hathaway Inc. Class A | 0.16% | 1 | $729K | No change |
| IUSG iShares Core S&P U.S. Growth | 0.16% | 4,744 | $713K | Add +6.3% |
| WMT Walmart Inc. | 0.15% | 7,118 | $696K | Add +39.2% |
| IEFA iShares Core MSCI Eafe ETF | 0.14% | 7,754 | $647K | Add +1.7% |
| VGT Vanguard Info Tech ETF | 0.14% | 960 | $637K | Add +3.2% |
| CGUS Cap Group Core Equity filed as CAPITAL GROUP CORE EQUITY ET | 0.13% | 15,876 | $586K | Add +5.7% |
| PLTR Palantir Technologies Inc. Class A | 0.12% | 3,825 | $521K | New |
| IJH iShares Core S&P Midcap ETF | 0.11% | 8,127 | $504K | Reduce -1.3% |
| VUG Vanguard Mrngstar GR ETF-Sui | 0.11% | 1,098 | $481K | No change |
| IWO iShares Russell 2000 Growth | 0.11% | 1,667 | $477K | Add +0.1% |
| FDRR Fidelity Div ETF Rise Rates | 0.11% | 8,768 | $475K | New |
| LLY Eli Lilly & Co. | 0.10% | 608 | $474K | Add +3.6% |
| LAKE Lakeland Industries Inc. | 0.10% | 34,099 | $464K | Add +21.5% |
| IEF iShares 7-10 Year Treasury B | 0.10% | 4,736 | $454K | Reduce -13.3% |
| INTU Intuit Inc. | 0.10% | 570 | $449K | Add +0.7% |
| IGEB iShares Investment Grade SYS | 0.10% | 9,806 | $446K | New |
| CGGR Cap Group Growth Equity | 0.10% | 10,879 | $442K | Add +14.7% |
| DGRO iShares Core Dividend Growth | 0.10% | 6,910 | $442K | Add +58.6% |
| ACWX iShares MSCI Acwi Ex US ETF | 0.10% | 7,197 | $439K | Add +10.5% |
| IXN iShares Global Tech ETF | 0.09% | 4,576 | $423K | Reduce -8.3% |
| IGM iShares Expanded Tech Sector | 0.09% | 3,727 | $419K | Add +30.2% |
| LMT Lockheed Martin Corp. | 0.09% | 884 | $409K | Add +0.6% |
| IWD iShares Russell 1000 Value E | 0.09% | 2,064 | $401K | Add +35.2% |
| IWP iShares Russell Mid-Cap Grow | 0.09% | 2,832 | $393K | Add +5.0% |
| ITOT iShares Core S&P Total U.S. | 0.09% | 2,908 | $393K | Add +68.1% |
| XLU St Sr Utl SL SE SPDR ETF-Usd | 0.09% | 4,754 | $388K | Add +2.5% |
| TSLA Tesla Inc. | 0.09% | 1,210 | $384K | Reduce -5.8% |
| XLF SS Financial Select Sector | 0.08% | 7,307 | $383K | Reduce -3.1% |
| DMAX iShares LG Cap Max Buff Dec | 0.08% | 14,581 | $376K | New |
| SPLV Invesco S&P 500 Low Volatili | 0.08% | 5,065 | $369K | Add +1.0% |
| SPYM Ste STR SPDR PT S&P 500 ETF | 0.08% | 5,063 | $368K | Add +18.1% |
| ICVT iShares Convertible Bond ETF | 0.08% | 3,998 | $360K | Reduce -35.2% |
| SUB iShares Short-Term National | 0.08% | 3,387 | $360K | Reduce -17.0% |
| CGDV Cap Group Dividend Value filed as CAPITAL GROUP DIVIDEND VALUE | 0.08% | 9,001 | $355K | Reduce -4.5% |
| VIG Vanguard Dividend Apprec ETF | 0.08% | 1,735 | $355K | Add +11.6% |
| GLD SPDR Gold Shares | 0.08% | 1,160 | $354K | No change |
| HYGW iShares HY Corp. BD Buywr ETF | 0.08% | 11,539 | $353K | Reduce -0.4% |
| IJR iShares Core S&P Small-Cap E | 0.08% | 3,193 | $349K | Reduce -4.9% |
| KO The Coca-Cola Co. | 0.08% | 4,901 | $347K | No change |
| META Meta Platforms Inc. Class A | 0.07% | 446 | $329K | Add +2.5% |
| IBHE iShares Ibonds 2025 H/Y Inc. | 0.07% | 14,089 | $328K | Add +26.9% |
| RSP Invesco S&P 500 Equal Weight | 0.07% | 1,797 | $326K | Add +0.2% |
| CGBL Cap Group Core Balanced filed as CAPITAL GROUP CORE BALANCED | 0.07% | 9,635 | $322K | No change |
| FCPI Fidelity Stocks for Infl ETF | 0.07% | 6,750 | $315K | New |
| VV Vngrd Mrgstr LRG-Cap ETF-Usd | 0.07% | 1,101 | $314K | New |
Portfolio Sells Q1 2025 → Q2 2025
| IVV iShares Core S&P 500 ETF | Reduce -45.0% | 7.95% | −5.94 |
| EMXC iShares MSCI Emr MRK Ex Chna | Reduce -90.5% | 0.22% | −1.93 |
| IUSB Ishr CR Unvrse Usd BD ETF-Ui | Reduce -9.2% | 11.43% | −1.88 |
| QQQ Invesco QQQ Trust Series 1 | Sold out | 0.00% | −1.04 |
| HEFA Isha Curr Hedged MSCI Eafe | Sold out | 0.00% | −0.79 |
| MUB iShares National Muni Bond E | Reduce -23.5% | 1.36% | −0.54 |
| IAU iShares Gold Trust | Reduce -28.4% | 1.16% | −0.46 |
| MBB iShares MBS ETF | Reduce -1.4% | 2.96% | −0.22 |
| HYDB iShares High Yield Systemati | Sold out | 0.00% | −0.16 |
| IVW iShares S&P 500 Growth ETF | Reduce -12.8% | 6.14% | −0.16 |
| BINC iShares Flex I A ETF-Usd Inc. | Reduce -1.6% | 2.14% | −0.15 |
| PNC PNC Financial Services Group | Sold out | 0.00% | −0.12 |
| MTB M & T Bank Corp. | Sold out | 0.00% | −0.11 |
| LQD Ishr Ibx Usd Invgd CB ETF-Ui | Reduce -35.2% | 0.17% | −0.10 |
| GLDM SPDR Gold Minishares Trust | Sold out | 0.00% | −0.09 |
| GOVT iShares US Treasury Bond ETF | Reduce -15.5% | 0.32% | −0.08 |
| PAYX Paychex Inc. | Reduce -15.7% | 0.18% | −0.06 |
| SUSC iShares ESG Aware Usd Corpor | Sold out | 0.00% | −0.06 |
| QLTA iShares Aaa - A Rated Corpor | Reduce -17.7% | 0.20% | −0.05 |
| AOM iShares Core 40/60 Moderate | Sold out | 0.00% | −0.05 |
| BRK.B Berkshire Hathaway Inc. Class B | Sold out | 0.00% | −0.05 |
| SCHZ Schwab US Aggregate Bond ETF | Sold out | 0.00% | −0.05 |
| TLT iShares 20+ Year Treasury BD | Reduce -37.5% | 0.07% | −0.05 |
| VZ Verizon Communications Inc. | Sold out | 0.00% | −0.05 |
| XOM Exxon Mobil Corp. | Reduce -6.1% | 0.19% | −0.05 |
| ESGU iShares ESG Aware MSCI USA | Reduce -11.6% | 0.51% | −0.04 |
| ICVT iShares Convertible Bond ETF | Reduce -35.2% | 0.08% | −0.04 |
| EMB iShares JP Morgan Usd Emergi | Reduce -0.8% | 0.78% | −0.04 |
| AOR iShares Core 60/40 Balanced | Reduce -12.1% | 0.21% | −0.03 |
| ABBV Abbvie Inc. | Reduce -11.5% | 0.07% | −0.02 |
| DVY iShares Select Dividend ETF | Reduce -0.0% | 0.32% | −0.02 |
| IEF iShares 7-10 Year Treasury B | Reduce -13.3% | 0.10% | −0.02 |
| SUB iShares Short-Term National | Reduce -17.0% | 0.08% | −0.02 |
| EFG iShares MSCI Eafe Growth ETF | Reduce -5.8% | 2.75% | −0.01 |
| PG The Procter & Gamble Co. | Reduce -0.3% | 0.06% | −0.01 |
| HYGW iShares HY Corp. BD Buywr ETF | Reduce -0.4% | 0.08% | −0.01 |
| IJK iShares S&P Mid-Cap 400 Grow | Reduce -11.1% | 0.06% | −0.01 |
| IJR iShares Core S&P Small-Cap E | Reduce -4.9% | 0.08% | −0.01 |
| MDY State Street SPDR S&P Midcap | Reduce -1.8% | 0.25% | −0.00 |
| XLF SS Financial Select Sector | Reduce -3.1% | 0.08% | −0.00 |
| IJH iShares Core S&P Midcap ETF | Reduce -1.3% | 0.11% | −0.00 |
| CGDV Cap Group Dividend Value | Reduce -4.5% | 0.08% | −0.00 |
| IMCG iShares Morningstar Mid-Cap | Reduce -3.4% | 0.06% | +0.00 |
| IXUS iShares Core Intl Stock ETF | Reduce -0.4% | 0.05% | +0.00 |
| IEV iShares Europe ETF | Reduce -0.6% | 0.18% | +0.00 |
| QUAL iShares MSCI USA Quality Fac | Reduce -0.8% | 6.55% | +0.00 |
| IXN iShares Global Tech ETF | Reduce -8.3% | 0.09% | +0.00 |
| TSLA Tesla Inc. | Reduce -5.8% | 0.09% | +0.01 |
| HON Honeywell International Inc. | Reduce -0.0% | 0.21% | +0.01 |
| AMZN Amazon.com Inc. | Reduce -1.3% | 0.21% | +0.01 |
Portfolio Buys Q1 2025 → Q2 2025
| THRO iShares U.S. Thematic Rotati | Add +1398.9% | 2.59% | +2.43 |
| IEMG iShares Core MSCI Emerging | Add +87.2% | 3.97% | +1.95 |
| EFV iShares MSCI Eafe Value ETF | Add +43.5% | 6.17% | +1.93 |
| IAGG iShares Intl Aggregate Bond | New | 1.90% | +1.90 |
| BAI Ishrs AI in and Tech Act ETF | New | 0.90% | +0.90 |
| OEF iShares S&P 100 ETF | Add +34.1% | 2.81% | +0.83 |
| TLH iShares 10-20 Year Treasury | Add +35.9% | 3.09% | +0.63 |
| VTEB Vanguard Tax-Exempt Bond ETF | Add +54.8% | 1.53% | +0.47 |
| STIP iShares 0-5 Year Tips Bond E | Add +664.5% | 0.38% | +0.33 |
| IBM Intl Business Machines Corp. | Add +318.7% | 0.26% | +0.20 |
| IVE iShares S&P 500 Value ETF | Add +7.8% | 4.89% | +0.20 |
| PLTR Palantir Technologies Inc. Class A | New | 0.12% | +0.12 |
| FDRR Fidelity Div ETF Rise Rates | New | 0.11% | +0.11 |
| IGEB iShares Investment Grade SYS | New | 0.10% | +0.10 |
| IWF iShares Russell 1000 Growth | Add +34.2% | 0.26% | +0.08 |
| DMAX iShares LG Cap Max Buff Dec | New | 0.08% | +0.08 |
| HIMU iShares High Yild Muni A ETF | Add +46.4% | 0.27% | +0.07 |
| FCPI Fidelity Stocks for Infl ETF | New | 0.07% | +0.07 |
| VV Vngrd Mrgstr LRG-Cap ETF-Usd | New | 0.07% | +0.07 |
| FDEV Fidelity Intl Multifact ETF | New | 0.07% | +0.07 |
| FNDF Schwab Fndmn Intl LRG Co. ETF | New | 0.07% | +0.07 |
| IWB iShares Russell 1000 ETF | New | 0.07% | +0.07 |
| FDG American Century Focused DYN | New | 0.07% | +0.07 |
| FDMO Fidelity Momentum Factor ETF | New | 0.07% | +0.07 |
| FCOR Fidelity Corporate Bond ETF | New | 0.06% | +0.06 |
| FBND Fidelity Total Bond ETF | New | 0.06% | +0.06 |
| FSEC Fidelity Invest GRD Secur | New | 0.05% | +0.05 |
| JPM JPMorgan Chase & Co. | Add +1.9% | 0.45% | +0.05 |
| FLRG Fidelity US Multifactor ETF | New | 0.05% | +0.05 |
| VYM Vanguard High DVD Yield ETF | New | 0.05% | +0.05 |
| VO Vngrd Mrngstr MD-Cap ETF-Usd | New | 0.05% | +0.05 |
| GOOGL Alphabet Inc. Class A | New | 0.05% | +0.05 |
| WMT Walmart Inc. | Add +39.2% | 0.15% | +0.05 |
| HD Home Depot Inc. | New | 0.05% | +0.05 |
| ESGD iShares Trust iShares ESG Aw | New | 0.05% | +0.05 |
| JBND JPMorgan Active Bond ETF | New | 0.05% | +0.05 |
| JHMB John Hancock Mortgage-Backed | New | 0.05% | +0.05 |
| SMH Vaneck Semiconductor ETF | New | 0.05% | +0.05 |
| SPSM SS SPDR P S&P 600 Small Cap | New | 0.04% | +0.04 |
| BALI Is US LRG CP Pre Inc. Act-Usd | New | 0.04% | +0.04 |
| VTV Vanguard Mrngstr Val ETF-Aui | New | 0.04% | +0.04 |
| CAT Caterpillar Inc. | Add +0.2% | 0.43% | +0.04 |
| SPY SS SPDR S&P 500 ETF Trust-US | Add +1.5% | 0.80% | +0.04 |
| ITOT iShares Core S&P Total U.S. | Add +68.1% | 0.09% | +0.04 |
| DGRO iShares Core Dividend Growth | Add +58.6% | 0.10% | +0.03 |
| IGM iShares Expanded Tech Sector | Add +30.2% | 0.09% | +0.03 |
| IUSG iShares Core S&P U.S. Growth | Add +6.3% | 0.16% | +0.02 |
| VGT Vanguard Info Tech ETF | Add +3.2% | 0.14% | +0.02 |
| CGGR Cap Group Growth Equity | Add +14.7% | 0.10% | +0.02 |
| IWD iShares Russell 1000 Value E | Add +35.2% | 0.09% | +0.02 |
All Filings
| Quarter | Positions | 13F Reported Value | Top Holdings |
|---|---|---|---|
| Q4 2025 | 144 | $493.6M | IUSB, IVV, IVE, DYNF, IVW |
| Q3 2025 | 146 | $485.7M | IUSB, IVV, DYNF, IVW, QUAL |
| Q2 2025 | 142 | $451.9M | IUSB, IVV, QUAL, EFV, IVW |
| Q1 2025 | 125 | $426.0M | IVV, IUSB, QUAL, IVW, DYNF |
| Q4 2024 | 116 | $431.2M | IVV, IUSB, IVW, QUAL, DYNF |
| Q3 2024 | 120 | $436.8M | IVV, IUSB, IVW, QUAL, DYNF |
| Q2 2024 | 123 | $411.7M | IVV, IUSB, IVW, QUAL, DYNF |
| Q1 2024 | 123 | $397.4M | IVV, IUSB, QUAL, DYNF, EFV |