Holland Advisory Services, Inc.
In its 13F for Q3 2024 (holdings as of September 30, 2024, filed October 18, 2024), Holland Advisory Services, Inc. reported 44 stock positions worth $76.5 million. Its top holding was iShares Core S&P 500 ETF (IVV) at 26.5% of the portfolio, followed by iShares Core S&P Midcap ETF (IJH, 16.7%) and Pacer US Cash Cows 100 ETF (COWZ, 14.0%). Compared with Q2 2024, it opened 3 new positions, added to 21 and reduced 11. The biggest buy was iShares Core S&P Midcap ETF (IJH, shares +9%) and the biggest sale Pacer Developed Markets Inte (ICOW, shares −93%).
- Most Recent 13F
- Q2 2026
- Location
- ORMOND BEACH, FL
- CIK
- 0001890183
- Portfolio Value
- $76.5M (Q3 2024)
- SEC Filing
- 0001890183-24-000005 ↗ filed Oct 18, 2024
Holdings Value
Holdings 44 stocks · $76.5M
| IVV iShares Core S&P 500 ETF | 26.47% | 35,105 | $20.2M | Reduce -1.6% |
| IJH iShares Core S&P Midcap ETF | 16.66% | 204,421 | $12.7M | Add +8.8% |
| COWZ Pacer US Cash Cows 100 ETF | 14.02% | 185,410 | $10.7M | Reduce -17.2% |
| CALF PCR US SM CP CSH CWS ETF-Usd | 9.65% | 158,617 | $7.4M | Add +6.2% |
| PTLC Pacer Trendpilot US Large Ca | 4.19% | 61,004 | $3.2M | Add +45.8% |
| VTI VG Morningstar TS MKT ETF-US | 2.86% | 7,713 | $2.2M | Add +15.7% |
| AAPL Apple Inc. | 2.39% | 7,845 | $1.8M | Reduce -2.8% |
| MSFT Microsoft Corp. | 2.03% | 3,608 | $1.6M | Add +0.0% |
| IWP iShares Russell Mid-Cap Grow | 1.37% | 8,938 | $1.0M | Reduce -0.4% |
| PM Philip Morris International | 1.31% | 8,244 | $1.0M | Add +0.1% |
| IEFA iShares Core MSCI Eafe ETF | 1.13% | 11,090 | $866K | Reduce -2.7% |
| ICOW Pacer Developed Markets Inte | 1.04% | 25,046 | $792K | Reduce -92.6% |
| MCD McDonald's Corp. | 1.00% | 2,514 | $766K | Add +0.0% |
| BRO Brown & Brown Inc. | 1.00% | 7,356 | $762K | Add +0.1% |
| JPM JPMorgan Chase & Co. | 0.99% | 3,593 | $758K | Add +0.0% |
| XOM Exxon Mobil Corp. | 0.88% | 5,709 | $669K | Add +0.0% |
| MDLZ Mondelez International Inc. Class A | 0.85% | 8,867 | $653K | Add +0.1% |
| PG The Procter & Gamble Co. | 0.85% | 3,733 | $646K | Add +0.1% |
| WMT Walmart Inc. | 0.74% | 7,028 | $568K | No change |
| VTV Vanguard Mrngstr Val ETF-Aui | 0.70% | 3,065 | $535K | Add +1.2% |
| QQQ Invesco QQQ Trust Series 1 | 0.69% | 1,081 | $528K | No change |
| AMGN Amgen Inc. | 0.56% | 1,340 | $432K | Add +0.1% |
| IWS iShares Russell Mid-Cap Valu | 0.54% | 3,124 | $413K | Reduce -1.7% |
| MO Altria Group Inc. | 0.51% | 7,710 | $394K | No change |
| IVW iShares S&P 500 Growth ETF | 0.51% | 4,066 | $389K | Add +0.1% |
| NVDA Nvidia Corp. | 0.51% | 3,199 | $389K | Add +18.5% |
| JNJ Johnson & Johnson | 0.50% | 2,343 | $380K | Reduce -4.8% |
| VIG Vanguard Dividend Apprec ETF | 0.46% | 1,780 | $353K | No change |
| HUBB Hubbell Inc. | 0.45% | 810 | $347K | No change |
| CAT Caterpillar Inc. | 0.44% | 862 | $337K | No change |
| IJR iShares Core S&P Small-Cap E | 0.41% | 2,693 | $315K | Reduce -51.9% |
| CMCSA Comcast Corp. Class A | 0.40% | 7,407 | $309K | No change |
| XLF SS Financial Select Sector | 0.39% | 6,620 | $300K | No change |
| IWO iShares Russell 2000 Growth | 0.37% | 998 | $283K | Reduce -6.1% |
| VBR Vngrd Mrngst SL-CP Val ETF-U | 0.36% | 1,388 | $279K | Add +1.0% |
| IBM Intl Business Machines Corp. filed as INTERNATIONAL BUSINESS MACHS | 0.36% | 1,253 | $277K | Add +0.4% |
| DELL Dell Technologies -C | 0.34% | 2,166 | $257K | Add +0.4% |
| CCL Carnival Corp. | 0.32% | 13,386 | $247K | Reduce -22.9% |
| DIS The Walt Disney Co. filed as DISNEY WALT CO | 0.32% | 2,556 | $246K | Add +16.5% |
| V Visa Inc. Class A | 0.30% | 824 | $227K | No change |
| CSCO Cisco Systems Inc. | 0.29% | 4,194 | $223K | New |
| IJJ iShares S&P Mid-Cap 400 Valu | 0.29% | 1,785 | $221K | Add +0.6% |
| HD Home Depot Inc. | 0.29% | 544 | $220K | New |
| OKE Oneok Inc. | 0.26% | 2,212 | $202K | New |
Portfolio Sells Q2 2024 → Q3 2024
| ICOW Pacer Developed Markets Inte | Reduce -92.6% | 1.04% | −11.60 |
| COWZ Pacer US Cash Cows 100 ETF | Reduce -17.2% | 14.02% | −1.05 |
| IJR iShares Core S&P Small-Cap E | Reduce -51.9% | 0.41% | −0.33 |
| CCL Carnival Corp. | Reduce -22.9% | 0.32% | −0.08 |
| IWO iShares Russell 2000 Growth | Reduce -6.1% | 0.37% | +0.03 |
| JNJ Johnson & Johnson | Reduce -4.8% | 0.50% | +0.05 |
| IWS iShares Russell Mid-Cap Valu | Reduce -1.7% | 0.54% | +0.07 |
| IEFA iShares Core MSCI Eafe ETF | Reduce -2.7% | 1.13% | +0.11 |
| IWP iShares Russell Mid-Cap Grow | Reduce -0.4% | 1.37% | +0.15 |
| AAPL Apple Inc. | Reduce -2.8% | 2.39% | +0.29 |
| IVV iShares Core S&P 500 ETF | Reduce -1.6% | 26.47% | +2.35 |
Portfolio Buys Q2 2024 → Q3 2024
| IJH iShares Core S&P Midcap ETF | Add +8.8% | 16.66% | +3.08 |
| PTLC Pacer Trendpilot US Large Ca | Add +45.8% | 4.19% | +1.62 |
| CALF PCR US SM CP CSH CWS ETF-Usd | Add +6.2% | 9.65% | +1.60 |
| VTI VG Morningstar TS MKT ETF-US | Add +15.7% | 2.86% | +0.65 |
| CSCO Cisco Systems Inc. | New | 0.29% | +0.29 |
| HD Home Depot Inc. | New | 0.29% | +0.29 |
| PM Philip Morris International | Add +0.1% | 1.31% | +0.28 |
| OKE Oneok Inc. | New | 0.26% | +0.26 |
| MCD McDonald's Corp. | Add +0.0% | 1.00% | +0.21 |
| BRO Brown & Brown Inc. | Add +0.1% | 1.00% | +0.18 |
| MDLZ Mondelez International Inc. Class A | Add +0.1% | 0.85% | +0.14 |
| VTV Vanguard Mrngstr Val ETF-Aui | Add +1.2% | 0.70% | +0.10 |
| NVDA Nvidia Corp. | Add +18.5% | 0.51% | +0.10 |
| IBM Intl Business Machines Corp. | Add +0.4% | 0.36% | +0.10 |
| JPM JPMorgan Chase & Co. | Add +0.0% | 0.99% | +0.09 |
| PG The Procter & Gamble Co. | Add +0.1% | 0.85% | +0.08 |
| XOM Exxon Mobil Corp. | Add +0.0% | 0.88% | +0.06 |
| VBR Vngrd Mrngst SL-CP Val ETF-U | Add +1.0% | 0.36% | +0.05 |
| DIS The Walt Disney Co. | Add +16.5% | 0.32% | +0.05 |
| AMGN Amgen Inc. | Add +0.1% | 0.56% | +0.05 |
| IVW iShares S&P 500 Growth ETF | Add +0.1% | 0.51% | +0.04 |
| IJJ iShares S&P Mid-Cap 400 Valu | Add +0.6% | 0.29% | +0.04 |
| MSFT Microsoft Corp. | Add +0.0% | 2.03% | +0.04 |
| DELL Dell Technologies -C | Add +0.4% | 0.34% | −0.03 |
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 |