Holland Advisory Services, Inc.
In its 13F for Q4 2025 (holdings as of December 31, 2025, filed January 12, 2026), Holland Advisory Services, Inc. reported 45 stock positions worth $74.1 million. Its top holding was iShares Core S&P 500 ETF (IVV) at 30.4% of the portfolio, followed by iShares Core S&P Midcap ETF (IJH, 23.9%) and iShares Core S&P Small-Cap E (IJR, 12.9%). Compared with Q3 2025, it opened 3 new positions, sold out of 3, added to 21 and reduced 11. The biggest buy was iShares Core S&P 500 ETF (IVV, shares +1%) and the biggest sale an exit from Invesco QQQ Trust Series 1 (QQQ).
- Most Recent 13F
- Q2 2026
- Location
- ORMOND BEACH, FL
- CIK
- 0001890183
- Portfolio Value
- $74.1M (Q4 2025)
- SEC Filing
- 0001890183-26-000001 ↗ filed Jan 12, 2026
Holdings Value
Holdings 45 stocks · $74.1M
| IVV iShares Core S&P 500 ETF | 30.36% | 32,849 | $22.5M | Add +1.2% |
| IJH iShares Core S&P Midcap ETF | 23.85% | 267,813 | $17.7M | Add +1.9% |
| IJR iShares Core S&P Small-Cap E | 12.94% | 79,787 | $9.6M | Add +3.8% |
| VTI VG Morningstar TS MKT ETF-US | 3.49% | 7,713 | $2.6M | Reduce -0.9% |
| AAPL Apple Inc. | 2.81% | 7,650 | $2.1M | Reduce -1.3% |
| MSFT Microsoft Corp. | 2.17% | 3,320 | $1.6M | Add +0.1% |
| PM Philip Morris International | 1.64% | 7,566 | $1.2M | Add +0.2% |
| IWP iShares Russell Mid-Cap Grow | 1.63% | 8,822 | $1.2M | Reduce -0.6% |
| JPM JPMorgan Chase & Co. | 1.56% | 3,599 | $1.2M | Reduce -3.3% |
| IEFA iShares Core MSCI Eafe ETF | 1.34% | 11,073 | $991K | Add +1.0% |
| WMT Walmart Inc. | 1.06% | 7,031 | $783K | No change |
| MCD McDonald's Corp. | 1.04% | 2,510 | $767K | Add +0.0% |
| XOM Exxon Mobil Corp. | 0.80% | 4,908 | $591K | Reduce -6.6% |
| VTV Vanguard Mrngstr Val ETF-Aui | 0.78% | 3,027 | $578K | Add +0.1% |
| BRO Brown & Brown Inc. | 0.76% | 7,064 | $563K | Reduce -4.4% |
| PG The Procter & Gamble Co. | 0.72% | 3,739 | $536K | Add +0.0% |
| IVW iShares S&P 500 Growth ETF | 0.68% | 4,089 | $504K | Add +0.1% |
| CAT Caterpillar Inc. | 0.67% | 864 | $495K | No change |
| JNJ Johnson & Johnson | 0.66% | 2,349 | $486K | Add +0.0% |
| AMGN Amgen Inc. | 0.65% | 1,469 | $481K | Add +4.5% |
| MO Altria Group Inc. | 0.60% | 7,710 | $445K | No change |
| MDLZ Mondelez International Inc. Class A | 0.56% | 7,692 | $414K | Add +0.2% |
| CVX Chevron Corp. | 0.54% | 2,627 | $400K | Reduce -3.2% |
| IWS iShares Russell Mid-Cap Valu | 0.53% | 2,791 | $394K | Reduce -10.4% |
| VIG Vanguard Dividend Apprec ETF | 0.53% | 1,780 | $391K | No change |
| NVDA Nvidia Corp. | 0.51% | 2,017 | $376K | No change |
| DELL Dell Technologies -C | 0.48% | 2,821 | $355K | Reduce -0.0% |
| XLF SS Financial Select Sector | 0.47% | 6,370 | $349K | No change |
| IBM Intl Business Machines Corp. filed as INTERNATIONAL BUSINESS MACHS | 0.47% | 1,170 | $346K | Reduce -6.2% |
| HUBB Hubbell Inc. | 0.46% | 767 | $341K | No change |
| CSCO Cisco Systems Inc. | 0.45% | 4,284 | $330K | Add +1.9% |
| IWO iShares Russell 2000 Growth | 0.44% | 1,007 | $325K | Add +0.2% |
| CCL Carnival Corp. | 0.43% | 10,391 | $317K | Reduce -6.7% |
| VBR Vngrd Mrngst SL-CP Val ETF-U | 0.40% | 1,417 | $300K | Add +0.4% |
| DIS The Walt Disney Co. filed as DISNEY WALT CO | 0.39% | 2,543 | $289K | No change |
| V Visa Inc. Class A | 0.39% | 825 | $289K | Add +0.1% |
| PNW Pinnacle West Capital | 0.36% | 2,976 | $264K | No change |
| MMM 3M Co. | 0.34% | 1,586 | $254K | No change |
| MRK Merck & Co. Inc. | 0.34% | 2,360 | $248K | New |
| BAC Bank of America Corp. filed as BANK AMERICA CORP | 0.33% | 4,403 | $242K | Add +0.1% |
| CMCSA Comcast Corp. Class A | 0.30% | 7,410 | $221K | Add +0.0% |
| IJJ iShares S&P Mid-Cap 400 Valu | 0.29% | 1,625 | $214K | Add +0.1% |
| SO The Southern Co. | 0.28% | 2,356 | $205K | Add +8.5% |
| DIA SS SPDR Dow Jones Indus Avg filed as SPDR DOW JONES INDL AVERAGE | 0.28% | 427 | $205K | New |
| B Barrick Mining Corp. | 0.27% | 4,651 | $203K | New |
Portfolio Sells Q3 2025 → Q4 2025
| QQQ Invesco QQQ Trust Series 1 | Sold out | 0.00% | −0.89 |
| HD Home Depot Inc. | Sold out | 0.00% | −0.30 |
| OKE Oneok Inc. | Sold out | 0.00% | −0.28 |
| BRO Brown & Brown Inc. | Reduce -4.4% | 0.76% | −0.19 |
| IWP iShares Russell Mid-Cap Grow | Reduce -0.6% | 1.63% | −0.11 |
| DELL Dell Technologies -C | Reduce -0.0% | 0.48% | −0.07 |
| IWS iShares Russell Mid-Cap Valu | Reduce -10.4% | 0.53% | −0.07 |
| JPM JPMorgan Chase & Co. | Reduce -3.3% | 1.56% | −0.05 |
| CVX Chevron Corp. | Reduce -3.2% | 0.54% | −0.04 |
| VTI VG Morningstar TS MKT ETF-US | Reduce -0.9% | 3.49% | −0.02 |
| XOM Exxon Mobil Corp. | Reduce -6.6% | 0.80% | −0.02 |
| IBM Intl Business Machines Corp. | Reduce -6.2% | 0.47% | −0.02 |
| CCL Carnival Corp. | Reduce -6.7% | 0.43% | −0.01 |
| AAPL Apple Inc. | Reduce -1.3% | 2.81% | +0.10 |
Portfolio Buys Q3 2025 → Q4 2025
| IVV iShares Core S&P 500 ETF | Add +1.2% | 30.36% | +0.52 |
| IJR iShares Core S&P Small-Cap E | Add +3.8% | 12.94% | +0.40 |
| MRK Merck & Co. Inc. | New | 0.34% | +0.34 |
| IJH iShares Core S&P Midcap ETF | Add +1.9% | 23.85% | +0.29 |
| DIA SS SPDR Dow Jones Indus Avg | New | 0.28% | +0.28 |
| B Barrick Mining Corp. | New | 0.27% | +0.27 |
| AMGN Amgen Inc. | Add +4.5% | 0.65% | +0.10 |
| JNJ Johnson & Johnson | Add +0.0% | 0.66% | +0.06 |
| CSCO Cisco Systems Inc. | Add +1.9% | 0.45% | +0.05 |
| IEFA iShares Core MSCI Eafe ETF | Add +1.0% | 1.34% | +0.02 |
| BAC Bank of America Corp. | Add +0.1% | 0.33% | +0.01 |
| VTV Vanguard Mrngstr Val ETF-Aui | Add +0.1% | 0.78% | +0.01 |
| V Visa Inc. Class A | Add +0.1% | 0.39% | +0.00 |
| IVW iShares S&P 500 Growth ETF | Add +0.1% | 0.68% | +0.00 |
| VBR Vngrd Mrngst SL-CP Val ETF-U | Add +0.4% | 0.40% | +0.00 |
| IJJ iShares S&P Mid-Cap 400 Valu | Add +0.1% | 0.29% | −0.00 |
| IWO iShares Russell 2000 Growth | Add +0.2% | 0.44% | −0.00 |
| SO The Southern Co. | Add +8.5% | 0.28% | −0.01 |
| MCD McDonald's Corp. | Add +0.0% | 1.04% | −0.01 |
| CMCSA Comcast Corp. Class A | Add +0.0% | 0.30% | −0.02 |
| PM Philip Morris International | Add +0.2% | 1.64% | −0.05 |
| PG The Procter & Gamble Co. | Add +0.0% | 0.72% | −0.07 |
| MDLZ Mondelez International Inc. Class A | Add +0.2% | 0.56% | −0.10 |
| MSFT Microsoft Corp. | Add +0.1% | 2.17% | −0.19 |
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 |