Holland Advisory Services, Inc.
In its 13F for Q1 2024 (holdings as of March 31, 2024, filed April 10, 2024), Holland Advisory Services, Inc. reported 43 stock positions worth $91.3 million. Its top holding was iShares Core S&P 500 ETF (IVV) at 22.6% of the portfolio, followed by Pacer US Cash Cows 100 ETF (COWZ, 14.5%) and Pacer Developed Markets Inte (ICOW, 12.6%). Compared with Q4 2023, it opened 3 new positions, added to 24 and reduced 13. The biggest buy was Pacer US Cash Cows 100 ETF (COWZ, shares +7%) and the biggest sale Vanguard Int-Term Corporate (VCIT, shares −19%).
- Most Recent 13F
- Q2 2026
- Location
- ORMOND BEACH, FL
- CIK
- 0001890183
- Portfolio Value
- $91.3M (Q1 2024)
- SEC Filing
- 0001890183-24-000002 ↗ filed Apr 10, 2024
Holdings Value
Holdings 43 stocks · $91.3M
| IVV iShares Core S&P 500 ETF | 22.64% | 39,304 | $20.7M | Reduce -5.8% |
| COWZ Pacer US Cash Cows 100 ETF | 14.45% | 226,942 | $13.2M | Add +7.1% |
| ICOW Pacer Developed Markets Inte | 12.61% | 360,279 | $11.5M | Add +5.6% |
| IJH iShares Core S&P Midcap ETF | 12.17% | 182,854 | $11.1M | Reduce -2.1% |
| VCIT Vanguard Int-Term Corporate | 8.90% | 100,854 | $8.1M | Reduce -19.0% |
| CALF PCR US SM CP CSH CWS ETF-Usd | 7.74% | 143,673 | $7.1M | Reduce -1.3% |
| VTI VG Morningstar TS MKT ETF-US | 1.90% | 6,686 | $1.7M | Reduce -1.5% |
| MSFT Microsoft Corp. | 1.65% | 3,579 | $1.5M | Add +0.9% |
| AAPL Apple Inc. | 1.46% | 7,767 | $1.3M | Reduce -3.2% |
| IJR iShares Core S&P Small-Cap E | 1.16% | 9,542 | $1.1M | Reduce -3.7% |
| IWP iShares Russell Mid-Cap Grow | 1.12% | 8,964 | $1.0M | Reduce -10.3% |
| IEFA iShares Core MSCI Eafe ETF | 0.91% | 11,200 | $831K | Reduce -2.3% |
| PM Philip Morris International | 0.82% | 8,124 | $744K | Add +1.4% |
| JPM JPMorgan Chase & Co. | 0.79% | 3,590 | $719K | Add +0.3% |
| MCD McDonald's Corp. | 0.78% | 2,513 | $708K | Add +0.3% |
| BRO Brown & Brown Inc. | 0.70% | 7,338 | $642K | Add +0.1% |
| XOM Exxon Mobil Corp. | 0.70% | 5,523 | $642K | Add +0.3% |
| MDLZ Mondelez International Inc. Class A | 0.68% | 8,808 | $617K | Add +0.7% |
| PG The Procter & Gamble Co. | 0.66% | 3,740 | $607K | Add +0.3% |
| VTV Vanguard Mrngstr Val ETF-Aui | 0.54% | 3,029 | $493K | Add +0.6% |
| QQQ Invesco QQQ Trust Series 1 | 0.47% | 975 | $433K | Reduce -15.1% |
| WMT Walmart Inc. | 0.46% | 7,032 | $423K | Add +0.4% |
| IWS iShares Russell Mid-Cap Valu | 0.44% | 3,168 | $397K | Reduce -11.0% |
| JNJ Johnson & Johnson | 0.43% | 2,468 | $390K | Add +0.5% |
| AMGN Amgen Inc. | 0.42% | 1,339 | $381K | Add +0.3% |
| IVW iShares S&P 500 Growth ETF | 0.38% | 4,056 | $343K | Add +0.1% |
| HUBB Hubbell Inc. | 0.37% | 810 | $336K | No change |
| MO Altria Group Inc. | 0.36% | 7,549 | $329K | Add +2.5% |
| VIG Vanguard Dividend Apprec ETF | 0.36% | 1,780 | $325K | No change |
| CMCSA Comcast Corp. Class A | 0.35% | 7,424 | $322K | Add +0.2% |
| CAT Caterpillar Inc. | 0.35% | 861 | $316K | Add +0.6% |
| IWO iShares Russell 2000 Growth | 0.31% | 1,061 | $287K | Add +0.1% |
| CCL Carnival Corp. | 0.31% | 17,371 | $284K | Reduce -10.3% |
| DIS The Walt Disney Co. filed as DISNEY WALT CO | 0.30% | 2,212 | $271K | New |
| XLF SS Financial Select Sector | 0.29% | 6,370 | $268K | No change |
| VBR Vngrd Mrngst SL-CP Val ETF-U | 0.29% | 1,374 | $264K | Reduce -3.4% |
| IJJ iShares S&P Mid-Cap 400 Valu | 0.27% | 2,076 | $246K | Add +0.3% |
| IBM Intl Business Machines Corp. filed as INTERNATIONAL BUSINESS MACHS | 0.26% | 1,247 | $238K | Add +0.7% |
| BA The Boeing Co. | 0.25% | 1,204 | $232K | Add +14.4% |
| V Visa Inc. Class A | 0.25% | 831 | $232K | Add +0.8% |
| MRK Merck & Co. Inc. | 0.23% | 1,601 | $211K | New |
| CSCO Cisco Systems Inc. | 0.23% | 4,231 | $211K | Add +5.3% |
| HD Home Depot Inc. | 0.23% | 547 | $210K | New |
Portfolio Sells Q4 2023 → Q1 2024
| VCIT Vanguard Int-Term Corporate | Reduce -19.0% | 8.90% | −2.70 |
| AAPL Apple Inc. | Reduce -3.2% | 1.46% | −0.31 |
| CALF PCR US SM CP CSH CWS ETF-Usd | Reduce -1.3% | 7.74% | −0.27 |
| IVV iShares Core S&P 500 ETF | Reduce -5.8% | 22.64% | −0.19 |
| CCL Carnival Corp. | Reduce -10.3% | 0.31% | −0.10 |
| IWP iShares Russell Mid-Cap Grow | Reduce -10.3% | 1.12% | −0.07 |
| IJR iShares Core S&P Small-Cap E | Reduce -3.7% | 1.16% | −0.07 |
| QQQ Invesco QQQ Trust Series 1 | Reduce -15.1% | 0.47% | −0.06 |
| IWS iShares Russell Mid-Cap Valu | Reduce -11.0% | 0.44% | −0.04 |
| IEFA iShares Core MSCI Eafe ETF | Reduce -2.3% | 0.91% | −0.01 |
| VBR Vngrd Mrngst SL-CP Val ETF-U | Reduce -3.4% | 0.29% | −0.00 |
| VTI VG Morningstar TS MKT ETF-US | Reduce -1.5% | 1.90% | +0.06 |
| IJH iShares Core S&P Midcap ETF | Reduce -2.1% | 12.17% | +0.32 |
Portfolio Buys Q4 2023 → Q1 2024
| COWZ Pacer US Cash Cows 100 ETF | Add +7.1% | 14.45% | +1.83 |
| ICOW Pacer Developed Markets Inte | Add +5.6% | 12.61% | +0.41 |
| DIS The Walt Disney Co. | New | 0.30% | +0.30 |
| MRK Merck & Co. Inc. | New | 0.23% | +0.23 |
| HD Home Depot Inc. | New | 0.23% | +0.23 |
| MSFT Microsoft Corp. | Add +0.9% | 1.65% | +0.12 |
| BRO Brown & Brown Inc. | Add +0.1% | 0.70% | +0.11 |
| JPM JPMorgan Chase & Co. | Add +0.3% | 0.79% | +0.09 |
| XOM Exxon Mobil Corp. | Add +0.3% | 0.70% | +0.07 |
| CAT Caterpillar Inc. | Add +0.6% | 0.35% | +0.06 |
| WMT Walmart Inc. | Add +0.4% | 0.46% | +0.04 |
| PG The Procter & Gamble Co. | Add +0.3% | 0.66% | +0.04 |
| IBM Intl Business Machines Corp. | Add +0.7% | 0.26% | +0.03 |
| IVW iShares S&P 500 Growth ETF | Add +0.1% | 0.38% | +0.03 |
| VTV Vanguard Mrngstr Val ETF-Aui | Add +0.6% | 0.54% | +0.03 |
| MO Altria Group Inc. | Add +2.5% | 0.36% | +0.02 |
| IWO iShares Russell 2000 Growth | Add +0.1% | 0.31% | +0.01 |
| V Visa Inc. Class A | Add +0.8% | 0.25% | +0.01 |
| CSCO Cisco Systems Inc. | Add +5.3% | 0.23% | −0.00 |
| IJJ iShares S&P Mid-Cap 400 Valu | Add +0.3% | 0.27% | −0.00 |
| JNJ Johnson & Johnson | Add +0.5% | 0.43% | −0.01 |
| CMCSA Comcast Corp. Class A | Add +0.2% | 0.35% | −0.02 |
| AMGN Amgen Inc. | Add +0.3% | 0.42% | −0.02 |
| PM Philip Morris International | Add +1.4% | 0.82% | −0.05 |
| MDLZ Mondelez International Inc. Class A | Add +0.7% | 0.68% | −0.05 |
| BA The Boeing Co. | Add +14.4% | 0.25% | −0.06 |
| MCD McDonald's Corp. | Add +0.3% | 0.78% | −0.07 |
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 |