Howe & Rusling Inc.
In its 13F for Q4 2024 (holdings as of December 31, 2024, filed February 12, 2025), Howe & Rusling Inc. reported 409 stock positions worth $1.2 billion. Its top holding was JPMorgan Chase (JPM) at 4.1% of the portfolio, followed by Broadcom (AVGO, 4.0%) and VG Morningstar TS MKT ETF-US (VTI, 3.6%). Compared with Q3 2024, it opened 60 new positions, sold out of 61, added to 146 and reduced 139. The biggest buy was McDonald's (MCD, shares +467%) and the biggest sale Johnson & Johnson (JNJ, shares −69%).
- Most Recent 13F
- Q2 2026
- Location
- ROCHESTER, NY
- CIK
- 0000769963
- Portfolio Value
- $1.2B (Q4 2024)
- SEC Filing
- 0001398344-25-002485 ↗ filed Feb 12, 2025
Holdings Value
Holdings 409 stocks · $1.2B
| JPM JPMorgan Chase & Co. | 4.13% | 200,107 | $48.0M | Reduce -1.4% |
| AVGO Broadcom Inc. | 4.01% | 200,554 | $46.5M | Reduce -2.8% |
| VTI VG Morningstar TS MKT ETF-US | 3.63% | 145,318 | $42.1M | Add +3.3% |
| VCIT Vanguard Int-Term Corporate | 3.38% | 488,083 | $39.2M | Add +4.5% |
| AAPL Apple Inc. | 3.37% | 156,142 | $39.1M | Add +0.5% |
| GVI iShares Intermediate Governm | 3.09% | 343,928 | $35.8M | Reduce -0.1% |
| IUSG iShares Core S&P U.S. Growth | 3.03% | 251,869 | $35.1M | Add +5.0% |
| IVV iShares Core S&P 500 ETF | 3.02% | 59,553 | $35.1M | Add +1.4% |
| MSFT Microsoft Corp. | 2.89% | 79,642 | $33.6M | Add +2.9% |
| AMZN Amazon.com Inc. | 2.46% | 129,877 | $28.5M | Add +1.1% |
| XOM Exxon Mobil Corp. | 2.23% | 241,021 | $25.9M | Reduce -4.1% |
| META Meta Platforms Inc. Class A | 2.06% | 40,744 | $23.9M | Add +0.3% |
| NVDA Nvidia Corp. | 1.91% | 165,229 | $22.2M | Add +2.9% |
| IUSV iShares Core S&P U.S. Value | 1.90% | 237,469 | $22.0M | Add +8.7% |
| HON Honeywell International Inc. | 1.72% | 88,432 | $20.0M | Reduce -4.5% |
| ICE Intercontinental Exchange Inc. | 1.41% | 109,935 | $16.4M | Add +2.8% |
| PM Philip Morris International | 1.40% | 135,041 | $16.3M | Reduce -2.9% |
| VCSH Vanguard S/T Corp. Bond ETF | 1.29% | 192,022 | $15.0M | Add +1.6% |
| ABBV Abbvie Inc. | 1.28% | 83,647 | $14.9M | Add +14.2% |
| TJX TJX Companies Inc. filed as TJX COS INC NEW | 1.26% | 121,226 | $14.6M | Add +0.8% |
| GOOG Alphabet Inc. Class C | 1.21% | 73,447 | $14.0M | Add +2.2% |
| UNH Unitedhealth Group Inc. | 1.16% | 26,553 | $13.4M | Reduce -12.7% |
| DTE DTE Energy Company | 1.14% | 109,888 | $13.3M | Reduce -1.4% |
| STZ Constellation Brands Inc. Class A | 1.06% | 55,614 | $12.3M | Reduce -1.1% |
| MS Morgan Stanley | 1.01% | 93,483 | $11.8M | Reduce -2.6% |
| PEP Pepsico Inc. | 1.01% | 76,722 | $11.7M | Add +3.6% |
| GS Goldman Sachs Group Inc. | 1.00% | 20,308 | $11.6M | Reduce -3.1% |
| UNP Union Pacific Corp. | 0.97% | 49,518 | $11.3M | Reduce -0.8% |
| KO The Coca-Cola Co. | 0.96% | 179,748 | $11.2M | Add +1.6% |
| SYK Stryker Corp. | 0.95% | 30,770 | $11.1M | Reduce -11.4% |
| AZN Astrazeneca PLC-Spons ADR | 0.88% | 156,465 | $10.3M | Add +30.6% |
| VGSH Vanguard Short-Term Treasury | 0.88% | 175,649 | $10.2M | Add +5.0% |
| V Visa Inc. Class A | 0.85% | 31,278 | $9.9M | Add +8.3% |
| MCD McDonald's Corp. | 0.85% | 33,997 | $9.9M | Add +467.5% |
| VYM Vanguard High DVD Yield ETF | 0.82% | 74,931 | $9.6M | Add +14.6% |
| MA Mastercard Inc. Class A | 0.82% | 18,152 | $9.6M | Add +7.1% |
| RRC Range Resources Corp. | 0.80% | 259,474 | $9.3M | Reduce -5.7% |
| MU Micron Technology Inc. | 0.76% | 104,485 | $8.8M | Add +0.5% |
| APH Amphenol Corp. Class A | 0.75% | 125,933 | $8.7M | Reduce -2.1% |
| BAC Bank of America Corp. filed as BANK AMERICA CORP | 0.75% | 196,822 | $8.7M | Reduce -4.0% |
| COST Costco Wholesale Corp. | 0.74% | 9,319 | $8.5M | Reduce -0.6% |
| FISV Fiserv Inc. | 0.73% | 41,334 | $8.5M | Reduce -8.4% |
| CMS CMS Energy Corp. | 0.72% | 126,028 | $8.4M | Reduce -1.9% |
| DOX Amdocs Ltd. | 0.72% | 97,887 | $8.3M | Reduce -6.4% |
| GD General Dynamics Corp. | 0.70% | 30,735 | $8.1M | Reduce -24.1% |
| CCK Crown Holdings Inc. | 0.69% | 96,954 | $8.0M | Reduce -1.0% |
| CME Cme Group Inc. | 0.68% | 34,031 | $7.9M | Reduce -2.2% |
| VO Vngrd Mrngstr MD-Cap ETF-Usd | 0.68% | 29,802 | $7.9M | Add +2.9% |
| IJR iShares Core S&P Small-Cap E | 0.68% | 67,998 | $7.8M | Add +0.7% |
| CAT Caterpillar Inc. | 0.66% | 21,082 | $7.6M | Reduce -0.6% |
| NEE Nextera Energy Inc. | 0.63% | 101,574 | $7.3M | Add +1.9% |
| VWO Vanguard Ftse Emerging Marke | 0.60% | 159,106 | $7.0M | Add +3.1% |
| USHY iShares Broad Usd High Yield | 0.60% | 189,066 | $7.0M | Reduce -0.1% |
| SPY SS SPDR S&P 500 ETF Trust-US | 0.59% | 11,777 | $6.9M | Add +21.4% |
| CVX Chevron Corp. | 0.59% | 47,596 | $6.9M | Reduce -4.4% |
| INTU Intuit Inc. | 0.59% | 10,867 | $6.8M | Add +0.1% |
| CRWD CrowdStrike Holdings Inc. Class A | 0.59% | 19,880 | $6.8M | Add +0.4% |
| BKNG Booking Holdings Inc. | 0.58% | 1,357 | $6.7M | Add +2.6% |
| EOG EOG Resources Inc. | 0.58% | 54,958 | $6.7M | Reduce -4.0% |
| LOW Lowe's Cos Inc. | 0.54% | 25,379 | $6.3M | Reduce -4.0% |
| LW Lamb Weston Holdings Inc. | 0.52% | 89,960 | $6.0M | Add +30.9% |
| EW Edwards Lifesciences Corp. | 0.49% | 77,563 | $5.7M | Reduce -15.3% |
| QCOM Qualcomm Inc. | 0.48% | 36,191 | $5.6M | Reduce -1.2% |
| BDX Becton Dickinson and Co. | 0.47% | 24,202 | $5.5M | Reduce -21.4% |
| MDLZ Mondelez International Inc. Class A | 0.47% | 91,831 | $5.5M | Reduce -15.3% |
| GPC Genuine Parts Co. | 0.42% | 42,078 | $4.9M | Reduce -9.2% |
| NSC Norfolk Southern Corp. | 0.42% | 20,547 | $4.8M | Reduce -6.2% |
| PINS Pinterest Inc. Class A | 0.41% | 164,053 | $4.8M | Add +23.3% |
| DIS The Walt Disney Co. filed as DISNEY WALT CO | 0.41% | 42,696 | $4.8M | Reduce -4.3% |
| MGV Vngrd Mrgstr MG CP VL ETF-Ui | 0.39% | 36,233 | $4.5M | Add +1.5% |
| COR Cencora Inc. | 0.38% | 19,678 | $4.4M | Reduce -2.4% |
| USB US Bancorp | 0.37% | 89,620 | $4.3M | Reduce -2.8% |
| KLAC KLA Corp. | 0.36% | 6,561 | $4.1M | Reduce -2.8% |
| LHX L3HARRIS Technologies Inc. | 0.34% | 18,884 | $4.0M | Reduce -20.2% |
| ZS Zscaler Inc. | 0.33% | 21,061 | $3.8M | Reduce -1.0% |
| VRTX Vertex Pharmaceuticals Inc. | 0.31% | 8,894 | $3.6M | Reduce -2.2% |
| ACN Accenture PLC Class A | 0.31% | 10,130 | $3.6M | Reduce -3.0% |
| DHR Danaher Corp. | 0.30% | 15,329 | $3.5M | New |
| ASML ASML Holding NV-NY Reg SHS | 0.30% | 5,067 | $3.5M | Reduce -3.7% |
| JNJ Johnson & Johnson | 0.30% | 23,941 | $3.5M | Reduce -69.4% |
| RTX RTX Corp. | 0.26% | 25,835 | $3.0M | Add +2.5% |
| DGRO iShares Core Dividend Growth | 0.26% | 48,265 | $3.0M | Reduce -6.9% |
| IDXX Idexx Laboratories Inc. | 0.25% | 6,931 | $2.9M | New |
| AMAT Applied Materials Inc. | 0.24% | 17,476 | $2.8M | Add +3.8% |
| ALNT Allient Inc. | 0.24% | 112,962 | $2.7M | Reduce -6.6% |
| IEFA iShares Core MSCI Eafe ETF | 0.23% | 38,096 | $2.7M | Add +1.4% |
| IQLT iShares MSCI International Q | 0.23% | 71,378 | $2.6M | Reduce -12.6% |
| BMRN Biomarin Pharmaceutical Inc. | 0.22% | 39,355 | $2.6M | Reduce -20.7% |
| VEU Vanguard Ftse All-World Ex-U | 0.22% | 44,255 | $2.5M | Reduce -1.0% |
| OEF iShares S&P 100 ETF | 0.21% | 8,355 | $2.4M | No change |
| VYMI Vanguard Int High DVD YLD Inc. | 0.20% | 33,903 | $2.3M | Reduce -0.9% |
| SWKS Skyworks Solutions Inc. | 0.19% | 25,437 | $2.3M | No change |
| CTVA Corteva Inc. | 0.19% | 39,416 | $2.2M | Reduce -1.6% |
| PBJ Invesco Food & Beverage ETF | 0.18% | 45,681 | $2.1M | Reduce -3.3% |
| SCHB Schwab US Broad Market ETF | 0.17% | 85,825 | $1.9M | Add +1.4% |
| ADBE Adobe Inc. | 0.17% | 4,371 | $1.9M | Add +0.3% |
| MRK Merck & Co. Inc. | 0.16% | 19,062 | $1.9M | Reduce -5.2% |
| PAYX Paychex Inc. | 0.14% | 11,752 | $1.6M | Reduce -16.6% |
| LMT Lockheed Martin Corp. | 0.14% | 3,340 | $1.6M | Add +10.0% |
| SHEL Shell PLC-ADR | 0.13% | 24,479 | $1.5M | No change |
Other holdings (1): bonds, preferreds, convertibles and warrants · $12K (not counted above)
| Security | Class | Shares / Principal | Value | Change |
|---|---|---|---|---|
| WELLS FARGO & COMPANY (WFC 7.5 PERP L) | PERP PFD CNV A | 10 | $12K | No change |
Total filed on the 13F, all lines: $1.2B.
Portfolio Sells Q3 2024 → Q4 2024
| JNJ Johnson & Johnson | Reduce -69.4% | 0.30% | −0.79 |
| BAX Baxter International Inc. | Sold out | 0.00% | −0.57 |
| UNH Unitedhealth Group Inc. | Reduce -12.7% | 1.16% | −0.37 |
| GD General Dynamics Corp. | Reduce -24.1% | 0.70% | −0.35 |
| MNST Monster Beverage Corp. | Sold out | 0.00% | −0.35 |
| XOM Exxon Mobil Corp. | Reduce -4.1% | 2.23% | −0.30 |
| MCK McKesson Corp. | Reduce -77.5% | 0.10% | −0.28 |
| MSTR Strategy Inc. | Sold out | 0.00% | −0.22 |
| MDLZ Mondelez International Inc. Class A | Reduce -15.3% | 0.47% | −0.21 |
| STZ Constellation Brands Inc. Class A | Reduce -1.1% | 1.06% | −0.19 |
| BDX Becton Dickinson and Co. | Reduce -21.4% | 0.47% | −0.16 |
| LHX L3HARRIS Technologies Inc. | Reduce -20.2% | 0.34% | −0.14 |
| GPC Genuine Parts Co. | Reduce -9.2% | 0.42% | −0.13 |
| SYK Stryker Corp. | Reduce -11.4% | 0.95% | −0.12 |
| CCK Crown Holdings Inc. | Reduce -1.0% | 0.69% | −0.12 |
| KLAC KLA Corp. | Reduce -2.8% | 0.36% | −0.09 |
| DTE DTE Energy Company | Reduce -1.4% | 1.14% | −0.09 |
| UNP Union Pacific Corp. | Reduce -0.8% | 0.97% | −0.08 |
| XLK SS Technology Select Sector | Reduce -64.5% | 0.05% | −0.08 |
| GVI iShares Intermediate Governm | Reduce -0.1% | 3.09% | −0.08 |
| BMRN Biomarin Pharmaceutical Inc. | Reduce -20.7% | 0.22% | −0.08 |
| LOW Lowe's Cos Inc. | Reduce -4.0% | 0.54% | −0.08 |
| ASML ASML Holding NV-NY Reg SHS | Reduce -3.7% | 0.30% | −0.07 |
| DOX Amdocs Ltd. | Reduce -6.4% | 0.72% | −0.07 |
| INTC Intel Corp. | Sold out | 0.00% | −0.06 |
| IQLT iShares MSCI International Q | Reduce -12.6% | 0.23% | −0.06 |
| CMS CMS Energy Corp. | Reduce -1.9% | 0.72% | −0.06 |
| QCOM Qualcomm Inc. | Reduce -1.2% | 0.48% | −0.06 |
| VRTX Vertex Pharmaceuticals Inc. | Reduce -2.2% | 0.31% | −0.05 |
| CAT Caterpillar Inc. | Reduce -0.6% | 0.66% | −0.05 |
| NSC Norfolk Southern Corp. | Reduce -6.2% | 0.42% | −0.05 |
| PM Philip Morris International | Reduce -2.9% | 1.40% | −0.05 |
| MGK Vngrd Mrgstr MG CP GR ETF-Ui | Reduce -91.6% | 0.00% | −0.05 |
| MGPI MGP Ingredients Inc. | Sold out | 0.00% | −0.04 |
| BTC Grayscale Bitcoin Mini Trust | Sold out | 0.00% | −0.04 |
| CVX Chevron Corp. | Reduce -4.4% | 0.59% | −0.04 |
| TRNS Transcat Inc. | Reduce -43.8% | 0.04% | −0.04 |
| MRK Merck & Co. Inc. | Reduce -5.2% | 0.16% | −0.03 |
| VGT Vanguard Info Tech ETF | Reduce -43.3% | 0.05% | −0.03 |
| PFE Pfizer Inc. | Reduce -24.3% | 0.06% | −0.03 |
| NEM Newmont Corp. | Sold out | 0.00% | −0.03 |
| ETN Eaton Corp. PLC | Sold out | 0.00% | −0.03 |
| EW Edwards Lifesciences Corp. | Reduce -15.3% | 0.49% | −0.02 |
| DGRO iShares Core Dividend Growth | Reduce -6.9% | 0.26% | −0.02 |
| EOG EOG Resources Inc. | Reduce -4.0% | 0.58% | −0.02 |
| BALL Ball Corp. | Sold out | 0.00% | −0.02 |
| CI The Cigna Group | Sold out | 0.00% | −0.02 |
| VEU Vanguard Ftse All-World Ex-U | Reduce -1.0% | 0.22% | −0.02 |
| VIG Vanguard Dividend Apprec ETF | Sold out | 0.00% | −0.02 |
| PAYX Paychex Inc. | Reduce -16.6% | 0.14% | −0.02 |
Portfolio Buys Q3 2024 → Q4 2024
| MCD McDonald's Corp. | Add +467.5% | 0.85% | +0.69 |
| AMZN Amazon.com Inc. | Add +1.1% | 2.46% | +0.40 |
| IUSG iShares Core S&P U.S. Growth | Add +5.0% | 3.03% | +0.30 |
| DHR Danaher Corp. | New | 0.30% | +0.30 |
| AAPL Apple Inc. | Add +0.5% | 3.37% | +0.26 |
| IDXX Idexx Laboratories Inc. | New | 0.25% | +0.25 |
| NVDA Nvidia Corp. | Add +2.9% | 1.91% | +0.24 |
| VTI VG Morningstar TS MKT ETF-US | Add +3.3% | 3.63% | +0.21 |
| GOOG Alphabet Inc. Class C | Add +2.2% | 1.21% | +0.17 |
| V Visa Inc. Class A | Add +8.3% | 0.85% | +0.17 |
| LW Lamb Weston Holdings Inc. | Add +30.9% | 0.52% | +0.14 |
| SPY SS SPDR S&P 500 ETF Trust-US | Add +21.4% | 0.59% | +0.12 |
| IVV iShares Core S&P 500 ETF | Add +1.4% | 3.02% | +0.11 |
| CRWD CrowdStrike Holdings Inc. Class A | Add +0.4% | 0.59% | +0.11 |
| MA Mastercard Inc. Class A | Add +7.1% | 0.82% | +0.10 |
| VYM Vanguard High DVD Yield ETF | Add +14.6% | 0.82% | +0.10 |
| BKNG Booking Holdings Inc. | Add +2.6% | 0.58% | +0.10 |
| IUSV iShares Core S&P U.S. Value | Add +8.7% | 1.90% | +0.10 |
| AZN Astrazeneca PLC-Spons ADR | Add +30.6% | 0.88% | +0.08 |
| META Meta Platforms Inc. Class A | Add +0.3% | 2.06% | +0.06 |
| TJX TJX Companies Inc. | Add +0.8% | 1.26% | +0.05 |
| FBND Fidelity Total Bond ETF | New | 0.04% | +0.04 |
| PINS Pinterest Inc. Class A | Add +23.3% | 0.41% | +0.04 |
| PLTR Palantir Technologies Inc. Class A | New | 0.04% | +0.04 |
| ADP Automatic Data Processing | New | 0.04% | +0.04 |
| ABBV Abbvie Inc. | Add +14.2% | 1.28% | +0.04 |
| AGG iShares Core U.S. Aggregate | Add +96.9% | 0.07% | +0.03 |
| VGSH Vanguard Short-Term Treasury | Add +5.0% | 0.88% | +0.03 |
| BND Vanguard Total Bond Market | Add +10436.7% | 0.03% | +0.03 |
| MSFT Microsoft Corp. | Add +2.9% | 2.89% | +0.03 |
| TLT iShares 20+ Year Treasury BD | Add +5761.5% | 0.03% | +0.03 |
| UPS United Parcel Service Class B | New | 0.03% | +0.03 |
| SCHX Schwab US Large-Cap ETF | Add +54.7% | 0.06% | +0.02 |
| BIL SS SPDR BB 1-3M T-Bill ETF | New | 0.02% | +0.02 |
| MEI Methode Electronics Inc. | Add +83.2% | 0.05% | +0.02 |
| FIS Fidelity National Info Serv | New | 0.02% | +0.02 |
| WFC Wells Fargo & Co. | Add +53.6% | 0.05% | +0.02 |
| VO Vngrd Mrngstr MD-Cap ETF-Usd | Add +2.9% | 0.68% | +0.02 |
| SPYG SS SPDR P S&P 500 Growth ETF | New | 0.02% | +0.02 |
| T AT&T Inc. | New | 0.02% | +0.02 |
| ITOT iShares Core S&P Total U.S. | Add +36.7% | 0.07% | +0.02 |
| IBIT iShares Bitcoin Trust ETF | New | 0.02% | +0.02 |
| XLF SS Financial Select Sector | Add +31.8% | 0.07% | +0.02 |
| UMI Uscf Midstream Energy Income | New | 0.02% | +0.02 |
| ADI Analog Devices Inc. | New | 0.02% | +0.02 |
| SPYV SS SPDR P S&P 500 Value ETF | New | 0.02% | +0.02 |
| TM Toyota Motor Corp. -Spon ADR | New | 0.02% | +0.02 |
| SYY Sysco Corp. | New | 0.02% | +0.02 |
| EFV iShares MSCI Eafe Value ETF | Add +10151.2% | 0.02% | +0.02 |
| TKO Tko Group Holdings Inc. | New | 0.02% | +0.02 |
All Filings
| Quarter | Positions | 13F Reported Value | Top Holdings |
|---|---|---|---|
| Q2 2026 | 478 | $1.7B | VTI, IVV, IUSG, JPM, AVGO |
| Q1 2026 | 474 | $1.5B | VTI, JPM, IUSG, IVV, VCIT |
| Q4 2025 | 474 | $1.5B | VTI, JPM, AVGO, IVV, IUSG |
| Q3 2025 | 446 | $1.5B | AVGO, VTI, JPM, IVV, IUSG |
| Q2 2025 | 466 | $1.4B | VTI, JPM, AVGO, IUSG, IVV |
| Q1 2025 | 433 | $1.2B | JPM, VTI, VCIT, GVI, IVV |
| Q4 2024 | 409 | $1.2B | JPM, AVGO, VTI, VCIT, AAPL |
| Q3 2024 | 410 | $1.2B | JPM, VTI, VCIT, GVI, AAPL |
| Q2 2024 | 361 | $1.1B | JPM, GVI, VTI, VCIT, AVGO |
| Q1 2024 | 383 | $1.0B | JPM, GVI, VTI, VCIT, MSFT |