Holland Advisory Services, Inc.
In its 13F for Q1 2026 (holdings as of March 31, 2026, filed April 7, 2026), Holland Advisory Services, Inc. reported 47 stock positions worth $74.6 million. Its top holding was iShares Core S&P 500 ETF (IVV) at 28.8% of the portfolio, followed by iShares Core S&P Midcap ETF (IJH, 23.9%) and iShares Core S&P Small-Cap E (IJR, 13.2%). Compared with Q4 2025, it opened 4 new positions, sold out of 2, added to 22 and reduced 10. The biggest buy was a new position in Fidelity Wise Origin Bitcoin (FBTC) and the biggest sale an exit from SS SPDR Dow Jones Indus Avg (DIA).
- Most Recent 13F
- Q2 2026
- Location
- ORMOND BEACH, FL
- CIK
- 0001890183
- Portfolio Value
- $74.6M (Q1 2026)
- SEC Filing
- 0001890183-26-000002 ↗ filed Apr 7, 2026
Holdings Value
Holdings 47 stocks · $74.6M
| IVV iShares Core S&P 500 ETF | 28.80% | 32,907 | $21.5M | Add +0.2% |
| IJH iShares Core S&P Midcap ETF | 23.95% | 264,692 | $17.9M | Reduce -1.2% |
| IJR iShares Core S&P Small-Cap E | 13.22% | 79,384 | $9.9M | Reduce -0.5% |
| VTI VG Morningstar TS MKT ETF-US | 3.30% | 7,686 | $2.5M | Reduce -0.3% |
| AAPL Apple Inc. | 2.60% | 7,652 | $1.9M | Add +0.0% |
| MSFT Microsoft Corp. | 1.65% | 3,322 | $1.2M | Add +0.1% |
| PM Philip Morris International | 1.54% | 6,972 | $1.2M | Reduce -7.8% |
| JPM JPMorgan Chase & Co. | 1.52% | 3,862 | $1.1M | Add +7.3% |
| IWP iShares Russell Mid-Cap Grow | 1.51% | 8,825 | $1.1M | Add +0.0% |
| FBTC Fidelity Wise Origin Bitcoin | 1.35% | 17,060 | $1.0M | New |
| IEFA iShares Core MSCI Eafe ETF | 1.32% | 10,923 | $989K | Reduce -1.4% |
| WMT Walmart Inc. | 1.16% | 6,993 | $869K | Reduce -0.5% |
| XOM Exxon Mobil Corp. | 1.12% | 4,908 | $833K | No change |
| MCD McDonald's Corp. | 1.04% | 2,496 | $776K | Reduce -0.6% |
| CAT Caterpillar Inc. | 0.82% | 865 | $613K | Add +0.1% |
| JNJ Johnson & Johnson | 0.80% | 2,429 | $594K | Add +3.4% |
| VTV Vanguard Mrngstr Val ETF-Aui | 0.77% | 2,936 | $576K | Reduce -3.0% |
| CVX Chevron Corp. | 0.73% | 2,627 | $544K | No change |
| PG The Procter & Gamble Co. | 0.72% | 3,740 | $540K | Add +0.0% |
| AMGN Amgen Inc. | 0.69% | 1,472 | $518K | Add +0.2% |
| MO Altria Group Inc. | 0.68% | 7,710 | $509K | No change |
| DELL Dell Technologies -C | 0.62% | 2,834 | $465K | Add +0.5% |
| IVW iShares S&P 500 Growth ETF | 0.62% | 4,093 | $463K | Add +0.1% |
| MDLZ Mondelez International Inc. Class A | 0.60% | 7,708 | $444K | Add +0.2% |
| BRO Brown & Brown Inc. | 0.56% | 6,427 | $419K | Reduce -9.0% |
| IWS iShares Russell Mid-Cap Valu | 0.55% | 2,797 | $408K | Add +0.2% |
| VIG Vanguard Dividend Apprec ETF | 0.51% | 1,780 | $383K | No change |
| HUBB Hubbell Inc. | 0.50% | 767 | $376K | No change |
| NVDA Nvidia Corp. | 0.47% | 2,017 | $352K | No change |
| CSCO Cisco Systems Inc. | 0.45% | 4,298 | $334K | Add +0.3% |
| IWO iShares Russell 2000 Growth | 0.42% | 1,008 | $316K | Add +0.1% |
| XLF SS Financial Select Sector | 0.42% | 6,370 | $314K | No change |
| VBR Vngrd Mrngst SL-CP Val ETF-U | 0.41% | 1,420 | $308K | Add +0.2% |
| PNW Pinnacle West Capital | 0.40% | 2,976 | $300K | No change |
| IBM Intl Business Machines Corp. filed as INTERNATIONAL BUSINESS MACHS | 0.38% | 1,176 | $285K | Add +0.5% |
| MRK Merck & Co. Inc. | 0.38% | 2,360 | $284K | No change |
| CCL Carnival Corp. | 0.36% | 10,437 | $270K | Add +0.4% |
| TRV The Travelers Cos Inc. | 0.34% | 860 | $251K | New |
| V Visa Inc. Class A | 0.33% | 825 | $249K | No change |
| DIS The Walt Disney Co. filed as DISNEY WALT CO | 0.32% | 2,494 | $240K | Reduce -1.9% |
| MMM 3M Co. | 0.31% | 1,586 | $230K | No change |
| SO The Southern Co. | 0.31% | 2,381 | $230K | Add +1.1% |
| IJJ iShares S&P Mid-Cap 400 Valu | 0.29% | 1,626 | $215K | Add +0.1% |
| RIO Rio Tinto PLC-Spon ADR | 0.29% | 2,309 | $215K | New |
| BAC Bank of America Corp. filed as BANK AMERICA CORP | 0.29% | 4,407 | $215K | Add +0.1% |
| CMCSA Comcast Corp. Class A | 0.28% | 7,411 | $213K | Add +0.0% |
| QQQ Invesco QQQ Trust Series 1 | 0.27% | 355 | $205K | New |
Portfolio Sells Q4 2025 → Q1 2026
| DIA SS SPDR Dow Jones Indus Avg | Sold out | 0.00% | −0.28 |
| B Barrick Mining Corp. | Sold out | 0.00% | −0.27 |
| BRO Brown & Brown Inc. | Reduce -9.0% | 0.56% | −0.20 |
| VTI VG Morningstar TS MKT ETF-US | Reduce -0.3% | 3.30% | −0.19 |
| PM Philip Morris International | Reduce -7.8% | 1.54% | −0.09 |
| DIS The Walt Disney Co. | Reduce -1.9% | 0.32% | −0.07 |
| IEFA iShares Core MSCI Eafe ETF | Reduce -1.4% | 1.32% | −0.01 |
| VTV Vanguard Mrngstr Val ETF-Aui | Reduce -3.0% | 0.77% | −0.01 |
| MCD McDonald's Corp. | Reduce -0.6% | 1.04% | +0.00 |
| IJH iShares Core S&P Midcap ETF | Reduce -1.2% | 23.95% | +0.10 |
| WMT Walmart Inc. | Reduce -0.5% | 1.16% | +0.11 |
| IJR iShares Core S&P Small-Cap E | Reduce -0.5% | 13.22% | +0.28 |
Portfolio Buys Q4 2025 → Q1 2026
| FBTC Fidelity Wise Origin Bitcoin | New | 1.35% | +1.35 |
| TRV The Travelers Cos Inc. | New | 0.34% | +0.34 |
| RIO Rio Tinto PLC-Spon ADR | New | 0.29% | +0.29 |
| QQQ Invesco QQQ Trust Series 1 | New | 0.27% | +0.27 |
| CAT Caterpillar Inc. | Add +0.1% | 0.82% | +0.15 |
| DELL Dell Technologies -C | Add +0.5% | 0.62% | +0.14 |
| JNJ Johnson & Johnson | Add +3.4% | 0.80% | +0.14 |
| AMGN Amgen Inc. | Add +0.2% | 0.69% | +0.05 |
| MDLZ Mondelez International Inc. Class A | Add +0.2% | 0.60% | +0.04 |
| SO The Southern Co. | Add +1.1% | 0.31% | +0.03 |
| IWS iShares Russell Mid-Cap Valu | Add +0.2% | 0.55% | +0.01 |
| VBR Vngrd Mrngst SL-CP Val ETF-U | Add +0.2% | 0.41% | +0.01 |
| CSCO Cisco Systems Inc. | Add +0.3% | 0.45% | +0.00 |
| PG The Procter & Gamble Co. | Add +0.0% | 0.72% | +0.00 |
| IJJ iShares S&P Mid-Cap 400 Valu | Add +0.1% | 0.29% | 0.00 |
| CMCSA Comcast Corp. Class A | Add +0.0% | 0.28% | −0.01 |
| IWO iShares Russell 2000 Growth | Add +0.1% | 0.42% | −0.02 |
| BAC Bank of America Corp. | Add +0.1% | 0.29% | −0.04 |
| JPM JPMorgan Chase & Co. | Add +7.3% | 1.52% | −0.04 |
| IVW iShares S&P 500 Growth ETF | Add +0.1% | 0.62% | −0.06 |
| CCL Carnival Corp. | Add +0.4% | 0.36% | −0.07 |
| IBM Intl Business Machines Corp. | Add +0.5% | 0.38% | −0.09 |
| IWP iShares Russell Mid-Cap Grow | Add +0.0% | 1.51% | −0.12 |
| AAPL Apple Inc. | Add +0.0% | 2.60% | −0.20 |
| MSFT Microsoft Corp. | Add +0.1% | 1.65% | −0.52 |
| IVV iShares Core S&P 500 ETF | Add +0.2% | 28.80% | −1.56 |
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 |