Holland Advisory Services, Inc.
In its 13F for Q4 2024 (holdings as of December 31, 2024, filed January 15, 2025), Holland Advisory Services, Inc. reported 45 stock positions worth $76.6 million. Its top holding was iShares Core S&P 500 ETF (IVV) at 26.8% of the portfolio, followed by iShares Core S&P Midcap ETF (IJH, 17.2%) and Pacer US Cash Cows 100 ETF (COWZ, 13.9%). Compared with Q3 2024, it opened 1 new position, added to 24 and reduced 15. The biggest buy was iShares Core S&P Midcap ETF (IJH, shares +3%) and the biggest sale Microsoft (MSFT, shares −28%).
- Most Recent 13F
- Q2 2026
- Location
- ORMOND BEACH, FL
- CIK
- 0001890183
- Portfolio Value
- $76.6M (Q4 2024)
- SEC Filing
- 0001890183-25-000001 ↗ filed Jan 15, 2025
Holdings Value
Holdings 45 stocks · $76.6M
| IVV iShares Core S&P 500 ETF | 26.81% | 34,880 | $20.5M | Reduce -0.6% |
| IJH iShares Core S&P Midcap ETF | 17.17% | 211,085 | $13.2M | Add +3.3% |
| COWZ Pacer US Cash Cows 100 ETF | 13.88% | 188,260 | $10.6M | Add +1.5% |
| CALF PCR US SM CP CSH CWS ETF-Usd | 9.38% | 163,238 | $7.2M | Add +2.9% |
| PTLC Pacer Trendpilot US Large Ca | 4.62% | 66,170 | $3.5M | Add +8.5% |
| VTI VG Morningstar TS MKT ETF-US | 3.01% | 7,953 | $2.3M | Add +3.1% |
| AAPL Apple Inc. | 2.57% | 7,846 | $2.0M | Add +0.0% |
| IWP iShares Russell Mid-Cap Grow | 1.48% | 8,946 | $1.1M | Add +0.1% |
| MSFT Microsoft Corp. | 1.42% | 2,585 | $1.1M | Reduce -28.4% |
| PM Philip Morris International | 1.30% | 8,253 | $993K | Add +0.1% |
| JPM JPMorgan Chase & Co. | 1.16% | 3,717 | $891K | Add +3.5% |
| BRO Brown & Brown Inc. | 0.98% | 7,364 | $751K | Add +0.1% |
| IEFA iShares Core MSCI Eafe ETF | 0.97% | 10,613 | $746K | Reduce -4.3% |
| MCD McDonald's Corp. | 0.95% | 2,507 | $727K | Reduce -0.3% |
| WMT Walmart Inc. | 0.83% | 7,028 | $635K | No change |
| XOM Exxon Mobil Corp. | 0.82% | 5,844 | $629K | Add +2.4% |
| PG The Procter & Gamble Co. | 0.82% | 3,734 | $626K | Add +0.0% |
| VTV Vanguard Mrngstr Val ETF-Aui | 0.66% | 2,991 | $506K | Reduce -2.4% |
| QQQ Invesco QQQ Trust Series 1 | 0.65% | 975 | $498K | Reduce -9.8% |
| ICOW Pacer Developed Markets Inte | 0.60% | 15,669 | $457K | Reduce -37.4% |
| MDLZ Mondelez International Inc. Class A | 0.60% | 7,640 | $456K | Reduce -13.8% |
| IVW iShares S&P 500 Growth ETF | 0.54% | 4,071 | $413K | Add +0.1% |
| MO Altria Group Inc. | 0.53% | 7,710 | $403K | No change |
| IWS iShares Russell Mid-Cap Valu | 0.53% | 3,115 | $403K | Reduce -0.3% |
| AMGN Amgen Inc. | 0.46% | 1,342 | $350K | Add +0.1% |
| VIG Vanguard Dividend Apprec ETF | 0.46% | 1,780 | $349K | No change |
| JNJ Johnson & Johnson | 0.44% | 2,344 | $339K | Add +0.0% |
| CCL Carnival Corp. | 0.44% | 13,486 | $336K | Add +0.8% |
| HUBB Hubbell Inc. | 0.42% | 767 | $321K | Reduce -5.3% |
| CAT Caterpillar Inc. | 0.41% | 863 | $313K | Add +0.1% |
| IJR iShares Core S&P Small-Cap E | 0.41% | 2,697 | $311K | Add +0.1% |
| XLF SS Financial Select Sector | 0.40% | 6,370 | $308K | Reduce -3.8% |
| IWO iShares Russell 2000 Growth | 0.38% | 1,001 | $288K | Add +0.3% |
| IBM Intl Business Machines Corp. filed as INTERNATIONAL BUSINESS MACHS | 0.37% | 1,290 | $284K | Add +3.0% |
| DIS The Walt Disney Co. filed as DISNEY WALT CO | 0.37% | 2,541 | $283K | Reduce -0.6% |
| CMCSA Comcast Corp. Class A | 0.36% | 7,408 | $278K | Add +0.0% |
| VBR Vngrd Mrngst SL-CP Val ETF-U | 0.36% | 1,396 | $277K | Add +0.6% |
| NVDA Nvidia Corp. | 0.35% | 2,017 | $271K | Reduce -37.0% |
| V Visa Inc. Class A | 0.34% | 824 | $261K | No change |
| DELL Dell Technologies -C | 0.32% | 2,153 | $248K | Reduce -0.6% |
| CSCO Cisco Systems Inc. | 0.32% | 4,095 | $242K | Reduce -2.4% |
| IJJ iShares S&P Mid-Cap 400 Valu | 0.29% | 1,794 | $224K | Add +0.5% |
| OKE Oneok Inc. | 0.29% | 2,232 | $224K | Add +0.9% |
| HD Home Depot Inc. | 0.28% | 544 | $212K | No change |
| FISV Fiserv Inc. | 0.27% | 1,014 | $208K | New |
Portfolio Sells Q3 2024 → Q4 2024
| MSFT Microsoft Corp. | Reduce -28.4% | 1.42% | −0.61 |
| ICOW Pacer Developed Markets Inte | Reduce -37.4% | 0.60% | −0.44 |
| MDLZ Mondelez International Inc. Class A | Reduce -13.8% | 0.60% | −0.26 |
| IEFA iShares Core MSCI Eafe ETF | Reduce -4.3% | 0.97% | −0.16 |
| NVDA Nvidia Corp. | Reduce -37.0% | 0.35% | −0.15 |
| MCD McDonald's Corp. | Reduce -0.3% | 0.95% | −0.05 |
| QQQ Invesco QQQ Trust Series 1 | Reduce -9.8% | 0.65% | −0.04 |
| VTV Vanguard Mrngstr Val ETF-Aui | Reduce -2.4% | 0.66% | −0.04 |
| HUBB Hubbell Inc. | Reduce -5.3% | 0.42% | −0.03 |
| IWS iShares Russell Mid-Cap Valu | Reduce -0.3% | 0.53% | −0.01 |
| DELL Dell Technologies -C | Reduce -0.6% | 0.32% | −0.01 |
| XLF SS Financial Select Sector | Reduce -3.8% | 0.40% | +0.01 |
| CSCO Cisco Systems Inc. | Reduce -2.4% | 0.32% | +0.02 |
| DIS The Walt Disney Co. | Reduce -0.6% | 0.37% | +0.05 |
| IVV iShares Core S&P 500 ETF | Reduce -0.6% | 26.81% | +0.34 |
Portfolio Buys Q3 2024 → Q4 2024
| IJH iShares Core S&P Midcap ETF | Add +3.3% | 17.17% | +0.52 |
| PTLC Pacer Trendpilot US Large Ca | Add +8.5% | 4.62% | +0.43 |
| FISV Fiserv Inc. | New | 0.27% | +0.27 |
| AAPL Apple Inc. | Add +0.0% | 2.57% | +0.18 |
| JPM JPMorgan Chase & Co. | Add +3.5% | 1.16% | +0.17 |
| VTI VG Morningstar TS MKT ETF-US | Add +3.1% | 3.01% | +0.15 |
| CCL Carnival Corp. | Add +0.8% | 0.44% | +0.12 |
| IWP iShares Russell Mid-Cap Grow | Add +0.1% | 1.48% | +0.11 |
| IVW iShares S&P 500 Growth ETF | Add +0.1% | 0.54% | +0.03 |
| OKE Oneok Inc. | Add +0.9% | 0.29% | +0.03 |
| IBM Intl Business Machines Corp. | Add +3.0% | 0.37% | +0.01 |
| IWO iShares Russell 2000 Growth | Add +0.3% | 0.38% | +0.01 |
| IJJ iShares S&P Mid-Cap 400 Valu | Add +0.5% | 0.29% | +0.00 |
| VBR Vngrd Mrngst SL-CP Val ETF-U | Add +0.6% | 0.36% | −0.00 |
| IJR iShares Core S&P Small-Cap E | Add +0.1% | 0.41% | −0.01 |
| PM Philip Morris International | Add +0.1% | 1.30% | −0.01 |
| BRO Brown & Brown Inc. | Add +0.1% | 0.98% | −0.02 |
| PG The Procter & Gamble Co. | Add +0.0% | 0.82% | −0.03 |
| CAT Caterpillar Inc. | Add +0.1% | 0.41% | −0.03 |
| CMCSA Comcast Corp. Class A | Add +0.0% | 0.36% | −0.04 |
| JNJ Johnson & Johnson | Add +0.0% | 0.44% | −0.05 |
| XOM Exxon Mobil Corp. | Add +2.4% | 0.82% | −0.05 |
| AMGN Amgen Inc. | Add +0.1% | 0.46% | −0.11 |
| COWZ Pacer US Cash Cows 100 ETF | Add +1.5% | 13.88% | −0.14 |
| CALF PCR US SM CP CSH CWS ETF-Usd | Add +2.9% | 9.38% | −0.27 |
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 |