Holland Advisory Services, Inc.
In its 13F for Q2 2026 (holdings as of June 30, 2026, filed July 13, 2026), Holland Advisory Services, Inc. reported 49 stock positions worth $90.5 million. Its top holding was iShares Core S&P 500 ETF (IVV) at 25.9% of the portfolio, followed by iShares Core S&P Midcap ETF (IJH, 22.4%) and iShares Core S&P Small-Cap E (IJR, 12.6%). Compared with Q1 2026, it opened 6 new positions, sold out of 4, added to 13 and reduced 20. The biggest buy was a new position in Fidelity Intl Val Fact ETF (FIVA) and the biggest sale iShares Core S&P 500 ETF (IVV, shares −5%).
- Most Recent 13F
- Q2 2026
- Location
- ORMOND BEACH, FL
- CIK
- 0001890183
- Portfolio Value
- $90.5M (Q2 2026)
- SEC Filing
- 0001890183-26-000003 ↗ filed Jul 13, 2026
Holdings Value
Holdings 49 stocks · $90.5M
| IVV iShares Core S&P 500 ETF | 25.93% | 31,353 | $23.5M | Reduce -4.7% |
| IJH iShares Core S&P Midcap ETF | 22.39% | 262,847 | $20.3M | Reduce -0.7% |
| IJR iShares Core S&P Small-Cap E | 12.56% | 76,654 | $11.4M | Reduce -3.4% |
| FIVA Fidelity Intl Val Fact ETF | 7.84% | 184,197 | $7.1M | New |
| VTI VG Morningstar TS MKT ETF-US | 3.09% | 7,567 | $2.8M | Reduce -1.6% |
| AAPL Apple Inc. | 2.40% | 7,524 | $2.2M | Reduce -1.7% |
| MSFT Microsoft Corp. | 1.36% | 3,302 | $1.2M | Reduce -0.6% |
| SMH Vaneck Semiconductor ETF | 1.36% | 1,876 | $1.2M | New |
| PM Philip Morris International | 1.34% | 6,711 | $1.2M | Reduce -3.7% |
| JPM JPMorgan Chase & Co. | 1.32% | 3,663 | $1.2M | Reduce -5.2% |
| DELL Dell Technologies -C | 1.30% | 2,731 | $1.2M | Reduce -3.6% |
| IWP iShares Russell Mid-Cap Grow | 1.30% | 8,044 | $1.2M | Reduce -8.8% |
| IEFA iShares Core MSCI Eafe ETF | 1.18% | 11,016 | $1.1M | Add +0.8% |
| CAT Caterpillar Inc. | 1.02% | 865 | $921K | No change |
| WMT Walmart Inc. | 0.86% | 6,866 | $778K | Reduce -1.8% |
| MCD McDonald's Corp. | 0.75% | 2,523 | $682K | Add +1.1% |
| XOM Exxon Mobil Corp. | 0.75% | 4,945 | $676K | Add +0.8% |
| NVDA Nvidia Corp. | 0.72% | 3,252 | $651K | Add +61.2% |
| JNJ Johnson & Johnson | 0.68% | 2,430 | $617K | Add +0.0% |
| VTV Vanguard Mrngstr Val ETF-Aui | 0.68% | 2,809 | $612K | Reduce -4.3% |
| MO Altria Group Inc. | 0.61% | 7,710 | $555K | No change |
| PG The Procter & Gamble Co. | 0.61% | 3,742 | $549K | Add +0.1% |
| IVW iShares S&P 500 Growth ETF | 0.57% | 3,755 | $516K | Reduce -8.3% |
| AMGN Amgen Inc. | 0.54% | 1,354 | $490K | Reduce -8.0% |
| CSCO Cisco Systems Inc. | 0.53% | 4,066 | $478K | Reduce -5.4% |
| MDLZ Mondelez International Inc. Class A | 0.49% | 7,723 | $447K | Add +0.2% |
| CVX Chevron Corp. | 0.49% | 2,689 | $446K | Add +2.4% |
| IWS iShares Russell Mid-Cap Valu | 0.49% | 2,685 | $442K | Reduce -4.0% |
| BRO Brown & Brown Inc. | 0.46% | 6,442 | $413K | Add +0.2% |
| HUBB Hubbell Inc. | 0.44% | 767 | $401K | No change |
| IWO iShares Russell 2000 Growth | 0.39% | 905 | $356K | Reduce -10.2% |
| VIG Vanguard Dividend Apprec ETF | 0.39% | 1,500 | $355K | Reduce -15.7% |
| VBR Vngrd Mrngst SL-CP Val ETF-U | 0.38% | 1,422 | $346K | Add +0.1% |
| XLF SS Financial Select Sector | 0.38% | 6,370 | $341K | No change |
| PNW Pinnacle West Capital | 0.35% | 2,976 | $318K | No change |
| V Visa Inc. Class A | 0.34% | 906 | $311K | Add +9.8% |
| MRK Merck & Co. Inc. | 0.34% | 2,360 | $303K | No change |
| IBM Intl Business Machines Corp. filed as INTERNATIONAL BUSINESS MACHS | 0.32% | 1,025 | $288K | Reduce -12.8% |
| INTC Intel Corp. | 0.32% | 2,057 | $287K | New |
| TRV The Travelers Cos Inc. | 0.31% | 860 | $284K | No change |
| QQQ Invesco QQQ Trust Series 1 | 0.29% | 355 | $262K | No change |
| CCL Carnival Corp. Ltd. | 0.29% | 9,036 | $258K | Reduce -13.4% |
| MMM 3M Co. | 0.28% | 1,586 | $257K | No change |
| BAC Bank of America Corp. | 0.28% | 4,411 | $251K | Add +0.1% |
| SOXX iShares Semiconductor ETF | 0.28% | 390 | $250K | New |
| IJJ iShares S&P Mid-Cap 400 Valu | 0.27% | 1,627 | $240K | Add +0.1% |
| DIS The Walt Disney Co. filed as DISNEY WALT CO | 0.27% | 2,494 | $240K | No change |
| DIA SS SPDR Dow Jones Indus Avg filed as STATE STR SPDR DOW JONES IND | 0.25% | 430 | $224K | New |
| AMZN Amazon.com Inc. | 0.23% | 876 | $209K | New |
Portfolio Sells Q1 2026 → Q2 2026
| IVV iShares Core S&P 500 ETF | Reduce -4.7% | 25.93% | −2.86 |
| IJH iShares Core S&P Midcap ETF | Reduce -0.7% | 22.39% | −1.56 |
| FBTC Fidelity Wise Origin Bitcoin | Sold out | 0.00% | −1.35 |
| IJR iShares Core S&P Small-Cap E | Reduce -3.4% | 12.56% | −0.66 |
| SO The Southern Co. | Sold out | 0.00% | −0.31 |
| WMT Walmart Inc. | Reduce -1.8% | 0.86% | −0.31 |
| RIO Rio Tinto PLC-Spon ADR | Sold out | 0.00% | −0.29 |
| MSFT Microsoft Corp. | Reduce -0.6% | 1.36% | −0.29 |
| CMCSA Comcast Corp. Class A | Sold out | 0.00% | −0.28 |
| IWP iShares Russell Mid-Cap Grow | Reduce -8.8% | 1.30% | −0.21 |
| VTI VG Morningstar TS MKT ETF-US | Reduce -1.6% | 3.09% | −0.21 |
| PM Philip Morris International | Reduce -3.7% | 1.34% | −0.20 |
| JPM JPMorgan Chase & Co. | Reduce -5.2% | 1.32% | −0.20 |
| AAPL Apple Inc. | Reduce -1.7% | 2.40% | −0.20 |
| AMGN Amgen Inc. | Reduce -8.0% | 0.54% | −0.15 |
| VIG Vanguard Dividend Apprec ETF | Reduce -15.7% | 0.39% | −0.12 |
| VTV Vanguard Mrngstr Val ETF-Aui | Reduce -4.3% | 0.68% | −0.10 |
| CCL Carnival Corp. Ltd. | Reduce -13.4% | 0.29% | −0.08 |
| IBM Intl Business Machines Corp. | Reduce -12.8% | 0.32% | −0.06 |
| IWS iShares Russell Mid-Cap Valu | Reduce -4.0% | 0.49% | −0.06 |
| IVW iShares S&P 500 Growth ETF | Reduce -8.3% | 0.57% | −0.05 |
| IWO iShares Russell 2000 Growth | Reduce -10.2% | 0.39% | −0.03 |
| CSCO Cisco Systems Inc. | Reduce -5.4% | 0.53% | +0.08 |
| DELL Dell Technologies -C | Reduce -3.6% | 1.30% | +0.68 |
Portfolio Buys Q1 2026 → Q2 2026
| FIVA Fidelity Intl Val Fact ETF | New | 7.84% | +7.84 |
| SMH Vaneck Semiconductor ETF | New | 1.36% | +1.36 |
| INTC Intel Corp. | New | 0.32% | +0.32 |
| SOXX iShares Semiconductor ETF | New | 0.28% | +0.28 |
| DIA SS SPDR Dow Jones Indus Avg | New | 0.25% | +0.25 |
| NVDA Nvidia Corp. | Add +61.2% | 0.72% | +0.25 |
| AMZN Amazon.com Inc. | New | 0.23% | +0.23 |
| V Visa Inc. Class A | Add +9.8% | 0.34% | +0.01 |
| BAC Bank of America Corp. | Add +0.1% | 0.28% | −0.01 |
| IJJ iShares S&P Mid-Cap 400 Valu | Add +0.1% | 0.27% | −0.02 |
| VBR Vngrd Mrngst SL-CP Val ETF-U | Add +0.1% | 0.38% | −0.03 |
| MDLZ Mondelez International Inc. Class A | Add +0.2% | 0.49% | −0.10 |
| BRO Brown & Brown Inc. | Add +0.2% | 0.46% | −0.10 |
| JNJ Johnson & Johnson | Add +0.0% | 0.68% | −0.11 |
| PG The Procter & Gamble Co. | Add +0.1% | 0.61% | −0.12 |
| IEFA iShares Core MSCI Eafe ETF | Add +0.8% | 1.18% | −0.15 |
| CVX Chevron Corp. | Add +2.4% | 0.49% | −0.24 |
| MCD McDonald's Corp. | Add +1.1% | 0.75% | −0.29 |
| XOM Exxon Mobil Corp. | Add +0.8% | 0.75% | −0.37 |
All Filings
| Quarter | Positions | 13F Reported Value | Top Holdings |
|---|---|---|---|
| Q2 2026 | 49 | $90.5M | IVV, IJH, IJR, FIVA, VTI |
| Q1 2026 | 47 | $74.6M | IVV, IJH, IJR, VTI, AAPL |
| Q4 2025 | 45 | $74.1M | IVV, IJH, IJR, VTI, AAPL |
| Q3 2025 | 45 | $72.8M | IVV, IJH, IJR, VTI, AAPL |
| Q2 2025 | 42 | $68.5M | IVV, IJH, IJR, VTI, AAPL |
| Q1 2025 | 43 | $65.9M | IVV, IJH, IJR, PTLC, VTI |
| Q4 2024 | 45 | $76.6M | IVV, IJH, COWZ, CALF, PTLC |
| Q3 2024 | 44 | $76.5M | IVV, IJH, COWZ, CALF, PTLC |
| Q2 2024 | 41 | $80.9M | IVV, COWZ, IJH, ICOW, CALF |
| Q1 2024 | 43 | $91.3M | IVV, COWZ, ICOW, IJH, VCIT |