Holland Advisory Services, Inc.
In its 13F for Q2 2024 (holdings as of June 30, 2024, filed July 16, 2024), Holland Advisory Services, Inc. reported 41 stock positions worth $80.9 million. Its top holding was iShares Core S&P 500 ETF (IVV) at 24.1% of the portfolio, followed by Pacer US Cash Cows 100 ETF (COWZ, 15.1%) and iShares Core S&P Midcap ETF (IJH, 13.6%). Compared with Q1 2024, it opened 3 new positions, sold out of 5, added to 19 and reduced 13. The biggest buy was a new position in Pacer Trendpilot US Large Ca (PTLC) and the biggest sale an exit from Vanguard Int-Term Corporate (VCIT).
- Most Recent 13F
- Q2 2026
- Location
- ORMOND BEACH, FL
- CIK
- 0001890183
- Portfolio Value
- $80.9M (Q2 2024)
- SEC Filing
- 0001890183-24-000003 ↗ filed Jul 16, 2024
Holdings Value
Holdings 41 stocks · $80.9M
| IVV iShares Core S&P 500 ETF | 24.13% | 35,680 | $19.5M | Reduce -9.2% |
| COWZ Pacer US Cash Cows 100 ETF | 15.07% | 223,827 | $12.2M | Reduce -1.4% |
| IJH iShares Core S&P Midcap ETF | 13.58% | 187,795 | $11.0M | Add +2.7% |
| ICOW Pacer Developed Markets Inte | 12.64% | 336,886 | $10.2M | Reduce -6.5% |
| CALF PCR US SM CP CSH CWS ETF-Usd | 8.04% | 149,412 | $6.5M | Add +4.0% |
| PTLC Pacer Trendpilot US Large Ca | 2.57% | 41,834 | $2.1M | New |
| VTI VG Morningstar TS MKT ETF-US | 2.20% | 6,666 | $1.8M | Reduce -0.3% |
| AAPL Apple Inc. | 2.10% | 8,073 | $1.7M | Add +3.9% |
| MSFT Microsoft Corp. | 1.99% | 3,607 | $1.6M | Add +0.8% |
| IWP iShares Russell Mid-Cap Grow | 1.22% | 8,972 | $990K | Add +0.1% |
| PM Philip Morris International | 1.03% | 8,235 | $834K | Add +1.4% |
| IEFA iShares Core MSCI Eafe ETF | 1.02% | 11,401 | $828K | Add +1.8% |
| JPM JPMorgan Chase & Co. | 0.90% | 3,592 | $726K | Add +0.1% |
| XOM Exxon Mobil Corp. | 0.81% | 5,708 | $657K | Add +3.4% |
| BRO Brown & Brown Inc. | 0.81% | 7,348 | $657K | Add +0.1% |
| MCD McDonald's Corp. | 0.79% | 2,513 | $641K | No change |
| PG The Procter & Gamble Co. | 0.76% | 3,731 | $615K | Reduce -0.2% |
| IJR iShares Core S&P Small-Cap E | 0.74% | 5,602 | $597K | Reduce -41.3% |
| MDLZ Mondelez International Inc. Class A | 0.72% | 8,857 | $580K | Add +0.6% |
| QQQ Invesco QQQ Trust Series 1 | 0.64% | 1,081 | $518K | Add +10.9% |
| VTV Vanguard Mrngstr Val ETF-Aui | 0.60% | 3,029 | $486K | No change |
| WMT Walmart Inc. | 0.59% | 7,028 | $476K | Reduce -0.1% |
| AMGN Amgen Inc. | 0.52% | 1,338 | $418K | Reduce -0.1% |
| IWS iShares Russell Mid-Cap Valu | 0.47% | 3,178 | $384K | Add +0.3% |
| IVW iShares S&P 500 Growth ETF | 0.46% | 4,060 | $376K | Add +0.1% |
| JNJ Johnson & Johnson | 0.44% | 2,462 | $360K | Reduce -0.2% |
| MO Altria Group Inc. | 0.43% | 7,710 | $351K | Add +2.1% |
| NVDA Nvidia Corp. | 0.41% | 2,699 | $333K | New |
| CCL Carnival Corp. | 0.40% | 17,371 | $325K | No change |
| VIG Vanguard Dividend Apprec ETF | 0.40% | 1,780 | $325K | No change |
| DELL Dell Technologies -C | 0.37% | 2,157 | $297K | New |
| HUBB Hubbell Inc. | 0.37% | 810 | $296K | No change |
| CMCSA Comcast Corp. Class A | 0.36% | 7,407 | $290K | Reduce -0.2% |
| CAT Caterpillar Inc. | 0.35% | 862 | $287K | Add +0.1% |
| IWO iShares Russell 2000 Growth | 0.34% | 1,063 | $279K | Add +0.2% |
| XLF SS Financial Select Sector | 0.34% | 6,620 | $272K | Add +3.9% |
| VBR Vngrd Mrngst SL-CP Val ETF-U | 0.31% | 1,374 | $251K | No change |
| DIS The Walt Disney Co. filed as DISNEY WALT CO | 0.27% | 2,194 | $218K | Reduce -0.8% |
| V Visa Inc. Class A | 0.27% | 824 | $216K | Reduce -0.8% |
| IBM Intl Business Machines Corp. filed as INTERNATIONAL BUSINESS MACHS | 0.27% | 1,248 | $216K | Add +0.1% |
| IJJ iShares S&P Mid-Cap 400 Valu | 0.25% | 1,774 | $201K | Reduce -14.6% |
Portfolio Sells Q1 2024 → Q2 2024
| VCIT Vanguard Int-Term Corporate | Sold out | 0.00% | −8.90 |
| IJR iShares Core S&P Small-Cap E | Reduce -41.3% | 0.74% | −0.42 |
| BA The Boeing Co. | Sold out | 0.00% | −0.25 |
| MRK Merck & Co. Inc. | Sold out | 0.00% | −0.23 |
| CSCO Cisco Systems Inc. | Sold out | 0.00% | −0.23 |
| HD Home Depot Inc. | Sold out | 0.00% | −0.23 |
| DIS The Walt Disney Co. | Reduce -0.8% | 0.27% | −0.03 |
| IJJ iShares S&P Mid-Cap 400 Valu | Reduce -14.6% | 0.25% | −0.02 |
| CMCSA Comcast Corp. Class A | Reduce -0.2% | 0.36% | +0.01 |
| V Visa Inc. Class A | Reduce -0.8% | 0.27% | +0.01 |
| JNJ Johnson & Johnson | Reduce -0.2% | 0.44% | +0.02 |
| ICOW Pacer Developed Markets Inte | Reduce -6.5% | 12.64% | +0.02 |
| PG The Procter & Gamble Co. | Reduce -0.2% | 0.76% | +0.10 |
| AMGN Amgen Inc. | Reduce -0.1% | 0.52% | +0.10 |
| WMT Walmart Inc. | Reduce -0.1% | 0.59% | +0.12 |
| VTI VG Morningstar TS MKT ETF-US | Reduce -0.3% | 2.20% | +0.30 |
| COWZ Pacer US Cash Cows 100 ETF | Reduce -1.4% | 15.07% | +0.62 |
| IVV iShares Core S&P 500 ETF | Reduce -9.2% | 24.13% | +1.48 |
Portfolio Buys Q1 2024 → Q2 2024
| PTLC Pacer Trendpilot US Large Ca | New | 2.57% | +2.57 |
| IJH iShares Core S&P Midcap ETF | Add +2.7% | 13.58% | +1.41 |
| AAPL Apple Inc. | Add +3.9% | 2.10% | +0.64 |
| NVDA Nvidia Corp. | New | 0.41% | +0.41 |
| DELL Dell Technologies -C | New | 0.37% | +0.37 |
| MSFT Microsoft Corp. | Add +0.8% | 1.99% | +0.34 |
| CALF PCR US SM CP CSH CWS ETF-Usd | Add +4.0% | 8.04% | +0.30 |
| PM Philip Morris International | Add +1.4% | 1.03% | +0.22 |
| QQQ Invesco QQQ Trust Series 1 | Add +10.9% | 0.64% | +0.17 |
| IEFA iShares Core MSCI Eafe ETF | Add +1.8% | 1.02% | +0.11 |
| JPM JPMorgan Chase & Co. | Add +0.1% | 0.90% | +0.11 |
| XOM Exxon Mobil Corp. | Add +3.4% | 0.81% | +0.11 |
| BRO Brown & Brown Inc. | Add +0.1% | 0.81% | +0.11 |
| IWP iShares Russell Mid-Cap Grow | Add +0.1% | 1.22% | +0.10 |
| IVW iShares S&P 500 Growth ETF | Add +0.1% | 0.46% | +0.09 |
| MO Altria Group Inc. | Add +2.1% | 0.43% | +0.07 |
| XLF SS Financial Select Sector | Add +3.9% | 0.34% | +0.04 |
| MDLZ Mondelez International Inc. Class A | Add +0.6% | 0.72% | +0.04 |
| IWS iShares Russell Mid-Cap Valu | Add +0.3% | 0.47% | +0.04 |
| IWO iShares Russell 2000 Growth | Add +0.2% | 0.34% | +0.03 |
| CAT Caterpillar Inc. | Add +0.1% | 0.35% | +0.01 |
| IBM Intl Business Machines Corp. | Add +0.1% | 0.27% | +0.01 |
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 |