High Falls Advisors, Inc
In its 13F for Q3 2025 (holdings as of September 30, 2025, filed November 14, 2025), High Falls Advisors, Inc reported 146 stock positions worth $485.7 million. Its top holding was Ishr CR Unvrse Usd BD ETF-Ui (IUSB) at 9.4% of the portfolio, followed by iShares Core S&P 500 ETF (IVV, 8.2%) and Ishrs US E F R A ETF-Usd (DYNF, 6.7%). Compared with Q2 2025, it opened 12 new positions, sold out of 8, added to 62 and reduced 54. The biggest buy was iShares S&P 100 ETF (OEF, shares +68%) and the biggest sale iShares MSCI Eafe Growth ETF (EFG, shares −74%).
- Most Recent 13F
- Q4 2025
- Location
- ROCHESTER, NY
- CIK
- 0001569139
- Portfolio Value
- $485.7M (Q3 2025)
- SEC Filing
- 0001569139-25-000002 ↗ filed Nov 14, 2025
Holdings Value
Holdings 146 stocks · $485.7M
| IUSB Ishr CR Unvrse Usd BD ETF-Ui | 9.38% | 975,631 | $45.6M | Reduce -12.7% |
| IVV iShares Core S&P 500 ETF | 8.20% | 59,534 | $39.8M | Add +2.9% |
| DYNF Ishrs US E F R A ETF-Usd Inc. | 6.71% | 550,841 | $32.6M | Add +15.2% |
| IVW iShares S&P 500 Growth ETF | 5.93% | 238,739 | $28.8M | Reduce -5.3% |
| QUAL iShares MSCI USA Quality Fac | 5.37% | 134,082 | $26.1M | Reduce -17.2% |
| EFV iShares MSCI Eafe Value ETF | 5.24% | 375,388 | $25.5M | Reduce -14.5% |
| IVE iShares S&P 500 Value ETF | 4.99% | 117,353 | $24.2M | Add +3.9% |
| OEF iShares S&P 100 ETF | 4.80% | 70,022 | $23.3M | Add +67.7% |
| IEMG iShares Core MSCI Emerging | 4.42% | 325,336 | $21.4M | Add +8.9% |
| TLH iShares 10-20 Year Treasury | 3.59% | 169,221 | $17.4M | Add +23.1% |
| AAPL Apple Inc. | 3.09% | 58,842 | $15.0M | Add +1.5% |
| MBB iShares MBS ETF | 2.80% | 142,899 | $13.6M | Add +0.3% |
| THRO iShares U.S. Thematic Rotati | 2.57% | 329,168 | $12.5M | Add +0.1% |
| BAI Ishrs AI in and Tech Act ETF | 2.38% | 338,461 | $11.6M | Add +139.3% |
| BINC iShares Flex I A ETF-Usd Inc. | 2.06% | 187,614 | $10.0M | Add +2.4% |
| IAGG iShares Intl Aggregate Bond | 1.88% | 178,558 | $9.1M | Add +6.1% |
| IAU iShares Gold Trust | 1.87% | 124,977 | $9.1M | Add +48.9% |
| MTUM iShares MSCI USA Momentum Fa | 1.63% | 30,795 | $7.9M | Reduce -0.7% |
| VTEB Vanguard Tax-Exempt Bond ETF | 1.37% | 132,772 | $6.6M | Reduce -6.0% |
| MUB iShares National Muni Bond E | 1.35% | 61,601 | $6.6M | Add +4.5% |
| QQQ Invesco QQQ Trust Series 1 | 1.17% | 9,500 | $5.7M | New |
| ITA iShares U.S. Aerospace & Def | 0.90% | 20,980 | $4.4M | New |
| MSFT Microsoft Corp. | 0.78% | 7,354 | $3.8M | Add +0.1% |
| EMB iShares JP Morgan Usd Emergi | 0.75% | 38,275 | $3.6M | Add +1.1% |
| SPY SS SPDR S&P 500 ETF Trust-US | 0.74% | 5,427 | $3.6M | Reduce -7.0% |
| NVDA Nvidia Corp. | 0.71% | 18,594 | $3.5M | Reduce -1.3% |
| EFG iShares MSCI Eafe Growth ETF | 0.69% | 29,451 | $3.4M | Reduce -73.5% |
| IYW iShares Ustechnology ETF | 0.55% | 13,564 | $2.7M | Reduce -77.0% |
| ESGU iShares ESG Aware MSCI USA | 0.53% | 17,681 | $2.6M | Add +3.0% |
| CAT Caterpillar Inc. | 0.52% | 5,342 | $2.5M | Add +7.1% |
| V Visa Inc. Class A | 0.48% | 6,847 | $2.3M | Add +8.1% |
| JPM JPMorgan Chase & Co. | 0.44% | 6,729 | $2.1M | Reduce -3.0% |
| SDY SS SPDR S&P Dividend ETF | 0.39% | 13,543 | $1.9M | Reduce -3.5% |
| STIP iShares 0-5 Year Tips Bond E | 0.36% | 16,734 | $1.7M | Add +0.3% |
| GOVT iShares US Treasury Bond ETF | 0.35% | 72,796 | $1.7M | Add +13.9% |
| HIMU iShares High Yild Muni A ETF | 0.30% | 29,728 | $1.5M | Add +19.3% |
| DVY iShares Select Dividend ETF | 0.27% | 9,396 | $1.3M | Reduce -14.8% |
| IWF iShares Russell 1000 Growth | 0.27% | 2,830 | $1.3M | Add +2.8% |
| MDY State Street SPDR S&P Midcap | 0.25% | 2,002 | $1.2M | No change |
| TSM Taiwan Semiconductor-SP ADR | 0.23% | 4,010 | $1.1M | Add +0.3% |
| PLTR Palantir Technologies Inc. Class A | 0.22% | 5,902 | $1.1M | Add +54.3% |
| IVLU iShares MSCI International V | 0.21% | 28,791 | $1.0M | Reduce -0.9% |
| AOA iShares Core 80/20 Aggressiv | 0.21% | 11,519 | $1.0M | Add +0.9% |
| ORCL Oracle Corp. | 0.20% | 3,470 | $976K | Reduce -2.9% |
| AMZN Amazon.com Inc. | 0.20% | 4,349 | $955K | No change |
| USMV iShares MSCI USA Min Vol Fac | 0.19% | 9,782 | $931K | Reduce -7.4% |
| AVGO Broadcom Inc. | 0.19% | 2,807 | $926K | Reduce -3.2% |
| AOR iShares Core 60/40 Balanced | 0.19% | 14,276 | $919K | Reduce -5.5% |
| WMT Walmart Inc. | 0.18% | 8,619 | $888K | Add +21.1% |
| IEV iShares Europe ETF | 0.18% | 13,090 | $857K | Reduce -0.6% |
| XOM Exxon Mobil Corp. | 0.18% | 7,571 | $854K | Reduce -2.8% |
| QLTA iShares Aaa - A Rated Corpor | 0.17% | 17,157 | $832K | Reduce -7.1% |
| IUSG iShares Core S&P U.S. Growth | 0.16% | 4,744 | $781K | No change |
| EMXC iShares MSCI Emr MRK Ex Chna | 0.16% | 11,378 | $768K | Reduce -27.7% |
| ARM Arm Holdings PLC-ADR | 0.16% | 5,400 | $764K | Add +8.0% |
| BRK.A Berkshire Hathaway Inc. Class A | 0.16% | 1 | $754K | No change |
| PAYX Paychex Inc. | 0.15% | 5,692 | $722K | Add +0.1% |
| DE Deere & Co. | 0.14% | 1,450 | $663K | Add +0.1% |
| LQD Ishr Ibx Usd Invgd CB ETF-Ui | 0.13% | 5,691 | $634K | Reduce -16.5% |
| VGT Vanguard Info Tech ETF | 0.13% | 847 | $632K | Reduce -11.8% |
| CGUS Cap Group Core Equity filed as CAPITAL GROUP CORE EQUITY ET | 0.12% | 14,959 | $591K | Reduce -5.8% |
| IWO iShares Russell 2000 Growth | 0.11% | 1,666 | $533K | Reduce -0.1% |
| IJH iShares Core S&P Midcap ETF | 0.11% | 8,131 | $531K | Add +0.1% |
| MU Micron Technology Inc. | 0.11% | 3,146 | $526K | New |
| FSEC Fidelity Invest GRD Secur | 0.11% | 11,728 | $517K | Add +110.8% |
| TSLA Tesla Inc. | 0.10% | 1,135 | $505K | Reduce -6.2% |
| GLDM SPDR Gold Minishares Trust | 0.10% | 6,601 | $505K | New |
| FDEV Fidelity Intl Multifact ETF | 0.10% | 15,119 | $501K | Add +57.3% |
| LAKE Lakeland Industries Inc. | 0.10% | 33,701 | $499K | Reduce -1.2% |
| IEFA iShares Core MSCI Eafe ETF | 0.10% | 5,656 | $494K | Reduce -27.1% |
| IGEB iShares Investment Grade SYS | 0.10% | 10,467 | $482K | Add +6.7% |
| CGGR Cap Group Growth Equity | 0.10% | 10,879 | $478K | No change |
| GLW Corning Inc. | 0.10% | 5,784 | $474K | Add +0.1% |
| IXN iShares Global Tech ETF | 0.10% | 4,576 | $472K | No change |
| LLY Eli Lilly & Co. | 0.10% | 613 | $467K | Add +0.8% |
| ACWX iShares MSCI Acwi Ex US ETF | 0.10% | 7,148 | $465K | Reduce -0.7% |
| IGM iShares Expanded Tech Sector | 0.09% | 3,609 | $455K | Reduce -3.2% |
| IWD iShares Russell 1000 Value E | 0.09% | 2,226 | $453K | Add +7.8% |
| DGRO iShares Core Dividend Growth | 0.09% | 6,575 | $448K | Reduce -4.8% |
| LMT Lockheed Martin Corp. | 0.09% | 885 | $442K | Add +0.1% |
| ICVT iShares Convertible Bond ETF | 0.09% | 4,286 | $429K | Add +7.2% |
| GLD SPDR Gold Shares | 0.09% | 1,206 | $429K | Add +4.0% |
| ITOT iShares Core S&P Total U.S. | 0.09% | 2,902 | $423K | Reduce -0.2% |
| IWP iShares Russell Mid-Cap Grow | 0.08% | 2,893 | $412K | Add +2.1% |
| IEF iShares 7-10 Year Treasury B | 0.08% | 4,254 | $410K | Reduce -10.2% |
| FDMO Fidelity Momentum Factor ETF | 0.08% | 4,874 | $405K | Add +25.0% |
| SPYM Ste STR SPDR PT S&P 500 ETF | 0.08% | 5,063 | $397K | No change |
| INTU Intuit Inc. | 0.08% | 571 | $390K | Add +0.2% |
| VUG Vanguard Mrngstar GR ETF-Sui | 0.08% | 798 | $383K | Reduce -27.3% |
| ABBV Abbvie Inc. | 0.08% | 1,651 | $382K | Add +0.1% |
| IJR iShares Core S&P Small-Cap E | 0.08% | 3,195 | $380K | Add +0.1% |
| META Meta Platforms Inc. Class A | 0.08% | 516 | $379K | Add +15.7% |
| DMAX iShares LG Cap Max Buff Dec | 0.08% | 14,200 | $375K | Reduce -2.6% |
| IBHE iShares Ibonds 2025 H/Y Inc. | 0.07% | 15,444 | $359K | Add +9.6% |
| CGDV Cap Group Dividend Value filed as CAPITAL GROUP DIVIDEND VALUE | 0.07% | 8,232 | $346K | Reduce -8.5% |
| XLU St Sr Utl SL SE SPDR ETF-Usd | 0.07% | 3,949 | $344K | Reduce -16.9% |
| XLF SS Financial Select Sector | 0.07% | 6,387 | $344K | Reduce -12.6% |
| RSP Invesco S&P 500 Equal Weight | 0.07% | 1,800 | $341K | Add +0.2% |
| CGBL Cap Group Core Balanced filed as CAPITAL GROUP CORE BALANCED | 0.07% | 9,635 | $335K | No change |
| HYGW iShares HY Corp. BD Buywr ETF | 0.07% | 10,945 | $332K | Reduce -5.2% |
Portfolio Sells Q2 2025 → Q3 2025
| EFG iShares MSCI Eafe Growth ETF | Reduce -73.5% | 0.69% | −2.06 |
| IUSB Ishr CR Unvrse Usd BD ETF-Ui | Reduce -12.7% | 9.38% | −2.05 |
| IYW iShares Ustechnology ETF | Reduce -77.0% | 0.55% | −1.71 |
| QUAL iShares MSCI USA Quality Fac | Reduce -17.2% | 5.37% | −1.18 |
| EFV iShares MSCI Eafe Value ETF | Reduce -14.5% | 5.24% | −0.92 |
| HON Honeywell International Inc. | Sold out | 0.00% | −0.21 |
| IVW iShares S&P 500 Growth ETF | Reduce -5.3% | 5.93% | −0.21 |
| IBM Intl Business Machines Corp. | Reduce -76.0% | 0.06% | −0.20 |
| VTEB Vanguard Tax-Exempt Bond ETF | Reduce -6.0% | 1.37% | −0.16 |
| FCPI Fidelity Stocks for Infl ETF | Sold out | 0.00% | −0.07 |
| EMXC iShares MSCI Emr MRK Ex Chna | Reduce -27.7% | 0.16% | −0.06 |
| HEZU iShares Currency Hedged MSCI | Sold out | 0.00% | −0.06 |
| SPY SS SPDR S&P 500 ETF Trust-US | Reduce -7.0% | 0.74% | −0.05 |
| FDRR Fidelity Div ETF Rise Rates | Reduce -49.7% | 0.05% | −0.05 |
| DVY iShares Select Dividend ETF | Reduce -14.8% | 0.27% | −0.05 |
| ESGD iShares Trust iShares ESG Aw | Sold out | 0.00% | −0.05 |
| JHMB John Hancock Mortgage-Backed | Sold out | 0.00% | −0.05 |
| XLV SS Health Care Select Sector | Sold out | 0.00% | −0.05 |
| BALI Is US LRG CP Pre Inc. Act-Usd | Sold out | 0.00% | −0.04 |
| VTV Vanguard Mrngstr Val ETF-Aui | Sold out | 0.00% | −0.04 |
| IEFA iShares Core MSCI Eafe ETF | Reduce -27.1% | 0.10% | −0.04 |
| LQD Ishr Ibx Usd Invgd CB ETF-Ui | Reduce -16.5% | 0.13% | −0.03 |
| VIG Vanguard Dividend Apprec ETF | Reduce -39.2% | 0.05% | −0.03 |
| SDY SS SPDR S&P Dividend ETF | Reduce -3.5% | 0.39% | −0.03 |
| USMV iShares MSCI USA Min Vol Fac | Reduce -7.4% | 0.19% | −0.03 |
| VUG Vanguard Mrngstar GR ETF-Sui | Reduce -27.3% | 0.08% | −0.03 |
| QLTA iShares Aaa - A Rated Corpor | Reduce -7.1% | 0.17% | −0.02 |
| MTUM iShares MSCI USA Momentum Fa | Reduce -0.7% | 1.63% | −0.02 |
| AOR iShares Core 60/40 Balanced | Reduce -5.5% | 0.19% | −0.02 |
| IEF iShares 7-10 Year Treasury B | Reduce -10.2% | 0.08% | −0.02 |
| XLU St Sr Utl SL SE SPDR ETF-Usd | Reduce -16.9% | 0.07% | −0.01 |
| SPLV Invesco S&P 500 Low Volatili | Reduce -11.8% | 0.07% | −0.01 |
| XLF SS Financial Select Sector | Reduce -12.6% | 0.07% | −0.01 |
| SUB iShares Short-Term National | Reduce -10.7% | 0.07% | −0.01 |
| TLT iShares 20+ Year Treasury BD | Reduce -14.4% | 0.05% | −0.01 |
| VGT Vanguard Info Tech ETF | Reduce -11.8% | 0.13% | −0.01 |
| XOM Exxon Mobil Corp. | Reduce -2.8% | 0.18% | −0.01 |
| HYGW iShares HY Corp. BD Buywr ETF | Reduce -5.2% | 0.07% | −0.01 |
| JPM JPMorgan Chase & Co. | Reduce -3.0% | 0.44% | −0.01 |
| CGUS Cap Group Core Equity | Reduce -5.8% | 0.12% | −0.01 |
| IEV iShares Europe ETF | Reduce -0.6% | 0.18% | −0.01 |
| CLOA iShares Aaa Clo Act ETF-Usdi | Reduce -5.5% | 0.06% | −0.01 |
| CGDV Cap Group Dividend Value | Reduce -8.5% | 0.07% | −0.01 |
| PEG Public Service Enterprise GP | Reduce -2.7% | 0.06% | −0.01 |
| DMAX iShares LG Cap Max Buff Dec | Reduce -2.6% | 0.08% | −0.01 |
| VYM Vanguard High DVD Yield ETF | Reduce -10.1% | 0.05% | −0.01 |
| FNDF Schwab Fndmn Intl LRG Co. ETF | Reduce -8.6% | 0.06% | −0.01 |
| DGRO iShares Core Dividend Growth | Reduce -4.8% | 0.09% | −0.01 |
| MRK Merck & Co. Inc. | Reduce -1.8% | 0.06% | −0.00 |
| VV Vngrd Mrgstr LRG-Cap ETF-Usd | Reduce -2.5% | 0.07% | −0.00 |
Portfolio Buys Q2 2025 → Q3 2025
| OEF iShares S&P 100 ETF | Add +67.7% | 4.80% | +1.99 |
| BAI Ishrs AI in and Tech Act ETF | Add +139.3% | 2.38% | +1.48 |
| QQQ Invesco QQQ Trust Series 1 | New | 1.17% | +1.17 |
| DYNF Ishrs US E F R A ETF-Usd Inc. | Add +15.2% | 6.71% | +0.95 |
| ITA iShares U.S. Aerospace & Def | New | 0.90% | +0.90 |
| IAU iShares Gold Trust | Add +48.9% | 1.87% | +0.71 |
| TLH iShares 10-20 Year Treasury | Add +23.1% | 3.59% | +0.50 |
| AAPL Apple Inc. | Add +1.5% | 3.09% | +0.45 |
| IEMG iShares Core MSCI Emerging | Add +8.9% | 4.42% | +0.45 |
| IVV iShares Core S&P 500 ETF | Add +2.9% | 8.20% | +0.26 |
| MU Micron Technology Inc. | New | 0.11% | +0.11 |
| PLTR Palantir Technologies Inc. Class A | Add +54.3% | 0.22% | +0.11 |
| IVE iShares S&P 500 Value ETF | Add +3.9% | 4.99% | +0.10 |
| GLDM SPDR Gold Minishares Trust | New | 0.10% | +0.10 |
| CAT Caterpillar Inc. | Add +7.1% | 0.52% | +0.10 |
| FQAL Fidelity Quality Factor ETF | New | 0.06% | +0.06 |
| FIVA Fidelity Intl Val Fact ETF | New | 0.05% | +0.05 |
| FSEC Fidelity Invest GRD Secur | Add +110.8% | 0.11% | +0.05 |
| BRK.B Berkshire Hathaway Inc. Class B | New | 0.05% | +0.05 |
| PZA Invesco National Amt-Free Mu | New | 0.05% | +0.05 |
| EQWL Invesco S&P 100 Equal Weight | New | 0.05% | +0.05 |
| ESGE iShares Inc. iShares ESG Awar | New | 0.04% | +0.04 |
| SUSC iShares ESG Aware Usd Corpor | New | 0.04% | +0.04 |
| DSI iShares ESG MSCI KLD 400 ETF | New | 0.04% | +0.04 |
| FDEV Fidelity Intl Multifact ETF | Add +57.3% | 0.10% | +0.03 |
| HIMU iShares High Yild Muni A ETF | Add +19.3% | 0.30% | +0.03 |
| GLW Corning Inc. | Add +0.1% | 0.10% | +0.03 |
| TSM Taiwan Semiconductor-SP ADR | Add +0.3% | 0.23% | +0.03 |
| WMT Walmart Inc. | Add +21.1% | 0.18% | +0.03 |
| GOVT iShares US Treasury Bond ETF | Add +13.9% | 0.35% | +0.02 |
| FDMO Fidelity Momentum Factor ETF | Add +25.0% | 0.08% | +0.02 |
| GOOGL Alphabet Inc. Class A | Add +5.7% | 0.07% | +0.02 |
| ESGU iShares ESG Aware MSCI USA | Add +3.0% | 0.53% | +0.02 |
| GOOG Alphabet Inc. Class C | Add +0.1% | 0.07% | +0.01 |
| IWF iShares Russell 1000 Growth | Add +2.8% | 0.27% | +0.01 |
| ABBV Abbvie Inc. | Add +0.1% | 0.08% | +0.01 |
| GLD SPDR Gold Shares | Add +4.0% | 0.09% | +0.01 |
| ICVT iShares Convertible Bond ETF | Add +7.2% | 0.09% | +0.01 |
| SMH Vaneck Semiconductor ETF | Add +2.9% | 0.05% | +0.01 |
| META Meta Platforms Inc. Class A | Add +15.7% | 0.08% | +0.01 |
| FBND Fidelity Total Bond ETF | Add +14.7% | 0.07% | +0.00 |
| IWD iShares Russell 1000 Value E | Add +7.8% | 0.09% | +0.00 |
| FLRG Fidelity US Multifactor ETF | Add +8.2% | 0.06% | +0.00 |
| FCOR Fidelity Corporate Bond ETF | Add +12.1% | 0.07% | +0.00 |
| JBND JPMorgan Active Bond ETF | Add +11.0% | 0.05% | +0.00 |
| LCTU iShares U.S. Carbon Transiti | Add +1.9% | 0.06% | +0.00 |
| WEC WEC Energy Group Inc. | Add +0.6% | 0.05% | +0.00 |
| IBHE iShares Ibonds 2025 H/Y Inc. | Add +9.6% | 0.07% | +0.00 |
| CGGO Cap Group Global Growth | Add +2.6% | 0.06% | +0.00 |
| IJR iShares Core S&P Small-Cap E | Add +0.1% | 0.08% | +0.00 |
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 |