Howe & Rusling Inc.
In its 13F for Q3 2025 (holdings as of September 30, 2025, filed November 5, 2025), Howe & Rusling Inc. reported 446 stock positions worth $1.5 billion. Its top holding was Broadcom (AVGO) at 4.1% of the portfolio, followed by VG Morningstar TS MKT ETF-US (VTI, 4.1%) and JPMorgan Chase (JPM, 4.0%). Compared with Q2 2025, it opened 24 new positions, sold out of 44, added to 161 and reduced 161. The biggest buy was Apple (AAPL, shares +1%) and the biggest sale Unitedhealth (UNH, shares −80%).
- Most Recent 13F
- Q2 2026
- Location
- ROCHESTER, NY
- CIK
- 0000769963
- Portfolio Value
- $1.5B (Q3 2025)
- SEC Filing
- 0001398344-25-020331 ↗ filed Nov 5, 2025
Holdings Value
Holdings 446 stocks · $1.5B
| AVGO Broadcom Inc. | 4.10% | 181,306 | $59.8M | Reduce -3.7% |
| VTI VG Morningstar TS MKT ETF-US | 4.07% | 180,934 | $59.4M | Reduce -4.3% |
| JPM JPMorgan Chase & Co. | 3.96% | 182,987 | $57.7M | Reduce -0.3% |
| IVV iShares Core S&P 500 ETF | 3.60% | 78,455 | $52.5M | Add +3.4% |
| IUSG iShares Core S&P U.S. Growth | 3.55% | 314,448 | $51.7M | Reduce -1.5% |
| MSFT Microsoft Corp. | 2.91% | 81,876 | $42.4M | Reduce -0.8% |
| VCIT Vanguard Int-Term Corporate | 2.89% | 500,614 | $42.1M | Add +10.9% |
| AAPL Apple Inc. | 2.74% | 156,955 | $40.0M | Add +1.3% |
| GVI iShares Intermediate Governm | 2.65% | 360,333 | $38.7M | Add +6.7% |
| IUSV iShares Core S&P U.S. Value | 2.34% | 341,885 | $34.2M | Add +10.3% |
| NVDA Nvidia Corp. | 2.27% | 177,165 | $33.1M | Add +1.3% |
| AMZN Amazon.com Inc. | 2.15% | 142,500 | $31.3M | Add +1.9% |
| META Meta Platforms Inc. Class A | 2.04% | 40,532 | $29.8M | Add +0.8% |
| XOM Exxon Mobil Corp. | 1.78% | 229,867 | $25.9M | Add +0.2% |
| VCSH Vanguard S/T Corp. Bond ETF | 1.71% | 311,750 | $24.9M | Add +12.8% |
| ABBV Abbvie Inc. | 1.43% | 89,768 | $20.8M | Add +3.9% |
| PM Philip Morris International | 1.35% | 121,382 | $19.7M | Reduce -0.9% |
| HON Honeywell International Inc. | 1.35% | 93,406 | $19.7M | Reduce -0.1% |
| NEE Nextera Energy Inc. | 1.33% | 257,151 | $19.4M | Add +1.6% |
| TJX TJX Companies Inc. filed as TJX COS INC NEW | 1.31% | 132,655 | $19.2M | Add +0.6% |
| ICE Intercontinental Exchange Inc. | 1.27% | 109,773 | $18.5M | Reduce -0.3% |
| GOOG Alphabet Inc. Class C | 1.20% | 71,755 | $17.5M | Add +0.7% |
| GS Goldman Sachs Group Inc. | 1.15% | 21,131 | $16.8M | Add +0.8% |
| INTU Intuit Inc. | 1.11% | 23,611 | $16.1M | Add +14.7% |
| MS Morgan Stanley | 1.06% | 97,221 | $15.5M | Add +1.5% |
| PEP Pepsico Inc. | 0.96% | 99,180 | $13.9M | Add +10.5% |
| KO The Coca-Cola Co. | 0.90% | 197,296 | $13.1M | Reduce -2.0% |
| VYM Vanguard High DVD Yield ETF | 0.90% | 92,773 | $13.1M | Add +6.4% |
| MDLZ Mondelez International Inc. Class A | 0.87% | 203,673 | $12.7M | Add +2.2% |
| MCD McDonald's Corp. | 0.86% | 41,436 | $12.6M | Add +9.8% |
| BAC Bank of America Corp. filed as BANK AMERICA CORP | 0.85% | 239,301 | $12.3M | Reduce -3.9% |
| UNP Union Pacific Corp. | 0.82% | 50,503 | $11.9M | Add +1.2% |
| SYK Stryker Corp. | 0.79% | 31,256 | $11.6M | Reduce -0.2% |
| CASY Casey's General Stores Inc. | 0.78% | 20,141 | $11.4M | Add +1.8% |
| DTE DTE Energy Company | 0.77% | 79,617 | $11.3M | Reduce -1.2% |
| MA Mastercard Inc. Class A | 0.75% | 19,312 | $11.0M | Reduce -0.1% |
| VGIT Vanguard Intermediate-Term T | 0.75% | 181,767 | $10.9M | Add +24.0% |
| ACN Accenture PLC Class A | 0.73% | 42,940 | $10.6M | Add +89.5% |
| IJR iShares Core S&P Small-Cap E | 0.72% | 88,307 | $10.5M | Add +1.9% |
| V Visa Inc. Class A | 0.71% | 30,538 | $10.4M | Reduce -2.6% |
| GD General Dynamics Corp. | 0.71% | 30,567 | $10.4M | Add +0.2% |
| VWO Vanguard Ftse Emerging Marke | 0.71% | 190,531 | $10.3M | Reduce -2.1% |
| RRC Range Resources Corp. | 0.70% | 270,428 | $10.2M | Add +0.8% |
| RRX Regal Rexnord Corp. | 0.69% | 69,854 | $10.0M | Add +54.0% |
| CAT Caterpillar Inc. | 0.69% | 20,963 | $10.0M | Add +1.0% |
| ELV Elevance Health Inc. | 0.68% | 30,890 | $10.0M | Add +148.7% |
| CRWD CrowdStrike Holdings Inc. Class A | 0.66% | 19,730 | $9.7M | Add +1.4% |
| CCK Crown Holdings Inc. | 0.66% | 99,839 | $9.6M | Reduce -0.6% |
| CME Cme Group Inc. | 0.64% | 34,573 | $9.3M | Add +0.8% |
| APH Amphenol Corp. Class A | 0.62% | 73,420 | $9.1M | Reduce -38.5% |
| AZN Astrazeneca PLC-Spons ADR | 0.62% | 117,593 | $9.0M | Add +0.3% |
| VO Vngrd Mrngstr MD-Cap ETF-Usd | 0.61% | 30,420 | $8.9M | Add +2.7% |
| USHY iShares Broad Usd High Yield | 0.60% | 233,503 | $8.8M | Add +9.4% |
| CMS CMS Energy Corp. | 0.57% | 113,743 | $8.3M | Reduce -0.7% |
| COST Costco Wholesale Corp. | 0.56% | 8,863 | $8.2M | Reduce -7.5% |
| MGV Vngrd Mrgstr MG CP VL ETF-Ui | 0.54% | 57,438 | $7.9M | Add +11.3% |
| ASML ASML Holding NV-NY Reg SHS | 0.53% | 7,930 | $7.7M | Add +0.4% |
| CVX Chevron Corp. | 0.51% | 47,803 | $7.4M | Add +0.8% |
| ZS Zscaler Inc. | 0.48% | 23,252 | $7.0M | Add +0.1% |
| DHR Danaher Corp. | 0.48% | 35,020 | $6.9M | Add +2.4% |
| SPY SS SPDR S&P 500 ETF Trust-US | 0.47% | 10,258 | $6.8M | Reduce -4.3% |
| EW Edwards Lifesciences Corp. | 0.46% | 85,908 | $6.7M | Add +1.1% |
| NSC Norfolk Southern Corp. | 0.45% | 21,655 | $6.5M | Reduce -1.0% |
| BKNG Booking Holdings Inc. | 0.44% | 1,200 | $6.5M | Reduce -0.8% |
| KLAC KLA Corp. | 0.43% | 5,862 | $6.3M | Add +1.3% |
| MDT Medtronic PLC | 0.43% | 65,427 | $6.2M | Add +7.0% |
| IDXX Idexx Laboratories Inc. | 0.41% | 9,458 | $6.0M | Add +16.9% |
| QCOM Qualcomm Inc. | 0.41% | 36,315 | $6.0M | Add +0.0% |
| LHX L3HARRIS Technologies Inc. | 0.40% | 19,151 | $5.8M | Reduce -1.4% |
| PINS Pinterest Inc. Class A | 0.40% | 181,655 | $5.8M | Reduce -0.5% |
| CDNS Cadence Design SYS Inc. | 0.40% | 16,424 | $5.8M | Add +0.2% |
| APD Air Products & Chemicals Inc. | 0.39% | 20,776 | $5.7M | New |
| FISV Fiserv Inc. | 0.38% | 43,216 | $5.6M | Reduce -1.2% |
| CELH Celsius Holdings Inc. | 0.38% | 95,753 | $5.5M | Reduce -11.3% |
| DOX Amdocs Ltd. | 0.36% | 64,766 | $5.3M | Reduce -2.8% |
| DIS The Walt Disney Co. filed as DISNEY WALT CO | 0.36% | 45,366 | $5.2M | Add +2.4% |
| BDX Becton Dickinson and Co. | 0.34% | 26,682 | $5.0M | Add +1.2% |
| LAMR Lamar Advertising Co. Class A | 0.34% | 40,185 | $4.9M | Add +38.8% |
| LOW Lowe's Cos Inc. | 0.33% | 19,367 | $4.9M | Reduce -24.3% |
| EOG EOG Resources Inc. | 0.31% | 39,938 | $4.5M | Reduce -1.0% |
| IEFA iShares Core MSCI Eafe ETF | 0.29% | 49,232 | $4.3M | Add +5.2% |
| XLK SS Technology Select Sector | 0.28% | 14,469 | $4.1M | Add +129.0% |
| JNJ Johnson & Johnson | 0.27% | 21,470 | $4.0M | Add +10.4% |
| RTX RTX Corp. | 0.27% | 23,119 | $3.9M | Reduce -2.2% |
| XLF SS Financial Select Sector | 0.25% | 68,306 | $3.7M | Add +168.2% |
| VRTX Vertex Pharmaceuticals Inc. | 0.25% | 9,350 | $3.7M | Reduce -1.0% |
| DGRO iShares Core Dividend Growth | 0.25% | 53,785 | $3.7M | Reduce -1.7% |
| AMAT Applied Materials Inc. | 0.25% | 17,810 | $3.6M | Add +2.1% |
| VEU Vanguard Ftse All-World Ex-U | 0.24% | 48,695 | $3.5M | Add +10.3% |
| MU Micron Technology Inc. | 0.23% | 19,622 | $3.3M | Reduce -5.4% |
| IQLT iShares MSCI International Q | 0.22% | 73,904 | $3.3M | Add +39.0% |
| VYMI Vanguard Int High DVD YLD Inc. | 0.21% | 35,743 | $3.0M | Add +0.6% |
| OEF iShares S&P 100 ETF | 0.19% | 8,359 | $2.8M | No change |
| ALNT Allient Inc. | 0.18% | 57,631 | $2.6M | Reduce -28.5% |
| CTVA Corteva Inc. | 0.17% | 36,995 | $2.5M | Add +0.2% |
| SCHB Schwab US Broad Market ETF | 0.16% | 88,134 | $2.3M | Reduce -4.1% |
| BRK.A Berkshire Hathaway Inc. Class A | 0.16% | 3 | $2.3M | No change |
| PBJ Invesco Food & Beverage ETF | 0.15% | 46,675 | $2.1M | Reduce -4.9% |
| BRBR Bellring Brands Inc. | 0.14% | 55,300 | $2.0M | New |
| XLI SS Industrial Select Sector | 0.14% | 12,828 | $2.0M | Add +344.5% |
Options reported separately and not counted above: TSLA calls ($89K), STZ calls ($54K), AAPL calls ($51K), QCOM calls ($33K).
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 |
Lines left out (1) · $14 — a value with no share or principal amount
| Security | Class | Shares | Value |
|---|---|---|---|
| IPAC iShares Core MSCI Pacific Et | CORE MSCI PAC | 0 | $14 |
Filed with a value but no share or principal amount (a cash line, a holding rounded to 0 shares), so they are kept out of the holdings, totals and percentages.
Total filed on the 13F, all lines: $1.5B.
Portfolio Sells Q2 2025 → Q3 2025
| UNH Unitedhealth Group Inc. | Reduce -79.5% | 0.12% | −0.46 |
| GPC Genuine Parts Co. | Reduce -85.5% | 0.06% | −0.33 |
| PM Philip Morris International | Reduce -0.9% | 1.35% | −0.30 |
| HON Honeywell International Inc. | Reduce -0.1% | 1.35% | −0.26 |
| APH Amphenol Corp. Class A | Reduce -38.5% | 0.62% | −0.25 |
| ICE Intercontinental Exchange Inc. | Reduce -0.3% | 1.27% | −0.22 |
| FISV Fiserv Inc. | Reduce -1.2% | 0.38% | −0.17 |
| VTI VG Morningstar TS MKT ETF-US | Reduce -4.3% | 4.07% | −0.17 |
| KO The Coca-Cola Co. | Reduce -2.0% | 0.90% | −0.15 |
| COST Costco Wholesale Corp. | Reduce -7.5% | 0.56% | −0.14 |
| MSFT Microsoft Corp. | Reduce -0.8% | 2.91% | −0.13 |
| SYK Stryker Corp. | Reduce -0.2% | 0.79% | −0.12 |
| V Visa Inc. Class A | Reduce -2.6% | 0.71% | −0.11 |
| CCK Crown Holdings Inc. | Reduce -0.6% | 0.66% | −0.10 |
| LOW Lowe's Cos Inc. | Reduce -24.3% | 0.33% | −0.09 |
| DOX Amdocs Ltd. | Reduce -2.8% | 0.36% | −0.08 |
| PINS Pinterest Inc. Class A | Reduce -0.5% | 0.40% | −0.08 |
| BKNG Booking Holdings Inc. | Reduce -0.8% | 0.44% | −0.07 |
| VGSH Vanguard Short-Term Treasury | Reduce -30.4% | 0.11% | −0.06 |
| VRTX Vertex Pharmaceuticals Inc. | Reduce -1.0% | 0.25% | −0.06 |
| SWKS Skyworks Solutions Inc. | Reduce -39.4% | 0.08% | −0.06 |
| STZ Constellation Brands Inc. Class A | Reduce -8.8% | 0.12% | −0.05 |
| EOG EOG Resources Inc. | Reduce -1.0% | 0.31% | −0.05 |
| MA Mastercard Inc. Class A | Reduce -0.1% | 0.75% | −0.05 |
| XLP SS Consumer Staples Sel Sect | Reduce -65.3% | 0.02% | −0.05 |
| ALNT Allient Inc. | Reduce -28.5% | 0.18% | −0.04 |
| OKE Oneok Inc. | Reduce -39.6% | 0.04% | −0.04 |
| COR Cencora Inc. | Reduce -21.6% | 0.11% | −0.03 |
| MSTR Strategy Inc. | Sold out | 0.00% | −0.03 |
| CBRL Cracker Barrel Old Country | Sold out | 0.00% | −0.03 |
| PBJ Invesco Food & Beverage ETF | Reduce -4.9% | 0.15% | −0.02 |
| ADBE Adobe Inc. | Reduce -5.6% | 0.10% | −0.02 |
| BAC Bank of America Corp. | Reduce -3.9% | 0.85% | −0.02 |
| SCHI Schwab 5-10 Year Corporate B | Reduce -72.4% | 0.01% | −0.02 |
| SPY SS SPDR S&P 500 ETF Trust-US | Reduce -4.3% | 0.47% | −0.02 |
| FTNT Fortinet Inc. | Sold out | 0.00% | −0.02 |
| HDV iShares Core High Dividend E | Reduce -12.9% | 0.10% | −0.02 |
| CI The Cigna Group | Sold out | 0.00% | −0.02 |
| VTEB Vanguard Tax-Exempt Bond ETF | Reduce -14.7% | 0.07% | −0.02 |
| DTE DTE Energy Company | Reduce -1.2% | 0.77% | −0.02 |
| XLV SS Health Care Select Sector | Reduce -21.5% | 0.05% | −0.02 |
| CMS CMS Energy Corp. | Reduce -0.7% | 0.57% | −0.01 |
| SPGI S&P Global Inc. | Reduce -0.1% | 0.08% | −0.01 |
| IWV iShares Russell 3000 ETF | Reduce -64.9% | 0.01% | −0.01 |
| IBM Intl Business Machines Corp. | Reduce -6.4% | 0.06% | −0.01 |
| ADP Automatic Data Processing | Reduce -2.3% | 0.07% | −0.01 |
| VMBS Vanguard Mortgage-Backed Sec | Reduce -68.3% | 0.00% | −0.01 |
| NFLX Netflix Inc. | Reduce -1.0% | 0.05% | −0.01 |
| DAR Darling Ingredients Inc. | Reduce -6.0% | 0.02% | −0.01 |
| SCHX Schwab US Large-Cap ETF | Reduce -10.8% | 0.08% | −0.01 |
Portfolio Buys Q2 2025 → Q3 2025
| AAPL Apple Inc. | Add +1.3% | 2.74% | +0.39 |
| APD Air Products & Chemicals Inc. | New | 0.39% | +0.39 |
| ELV Elevance Health Inc. | Add +148.7% | 0.68% | +0.33 |
| GOOG Alphabet Inc. Class C | Add +0.7% | 1.20% | +0.26 |
| ABBV Abbvie Inc. | Add +3.9% | 1.43% | +0.24 |
| ACN Accenture PLC Class A | Add +89.5% | 0.73% | +0.23 |
| NVDA Nvidia Corp. | Add +1.3% | 2.27% | +0.23 |
| RRX Regal Rexnord Corp. | Add +54.0% | 0.69% | +0.20 |
| IUSV iShares Core S&P U.S. Value | Add +10.3% | 2.34% | +0.18 |
| XLK SS Technology Select Sector | Add +129.0% | 0.28% | +0.16 |
| XLF SS Financial Select Sector | Add +168.2% | 0.25% | +0.15 |
| BRBR Bellring Brands Inc. | New | 0.14% | +0.14 |
| VCIT Vanguard Int-Term Corporate | Add +10.9% | 2.89% | +0.12 |
| IVV iShares Core S&P 500 ETF | Add +3.4% | 3.60% | +0.12 |
| TJX TJX Companies Inc. | Add +0.6% | 1.31% | +0.11 |
| XLI SS Industrial Select Sector | Add +344.5% | 0.14% | +0.10 |
| VGIT Vanguard Intermediate-Term T | Add +24.0% | 0.75% | +0.10 |
| IDXX Idexx Laboratories Inc. | Add +16.9% | 0.41% | +0.09 |
| CAT Caterpillar Inc. | Add +1.0% | 0.69% | +0.09 |
| VCSH Vanguard S/T Corp. Bond ETF | Add +12.8% | 1.71% | +0.09 |
| PEP Pepsico Inc. | Add +10.5% | 0.96% | +0.08 |
| LAMR Lamar Advertising Co. Class A | Add +38.8% | 0.34% | +0.08 |
| MS Morgan Stanley | Add +1.5% | 1.06% | +0.06 |
| ASML ASML Holding NV-NY Reg SHS | Add +0.4% | 0.53% | +0.06 |
| GS Goldman Sachs Group Inc. | Add +0.8% | 1.15% | +0.06 |
| GD General Dynamics Corp. | Add +0.2% | 0.71% | +0.06 |
| IQLT iShares MSCI International Q | Add +39.0% | 0.22% | +0.05 |
| JNJ Johnson & Johnson | Add +10.4% | 0.27% | +0.05 |
| KLAC KLA Corp. | Add +1.3% | 0.43% | +0.05 |
| MCD McDonald's Corp. | Add +9.8% | 0.86% | +0.05 |
| MGV Vngrd Mrgstr MG CP VL ETF-Ui | Add +11.3% | 0.54% | +0.04 |
| VYM Vanguard High DVD Yield ETF | Add +6.4% | 0.90% | +0.04 |
| TFC Truist Financial Corp. | New | 0.04% | +0.04 |
| CASY Casey's General Stores Inc. | Add +1.8% | 0.78% | +0.04 |
| MDT Medtronic PLC | Add +7.0% | 0.43% | +0.03 |
| NEE Nextera Energy Inc. | Add +1.6% | 1.33% | +0.03 |
| ORCL Oracle Corp. | Add +10.5% | 0.13% | +0.03 |
| GOOGL Alphabet Inc. Class A | Add +1.8% | 0.11% | +0.03 |
| CXT Crane NXT Co. | New | 0.02% | +0.02 |
| SGOV iShares 0-3 Month Treasury B | New | 0.02% | +0.02 |
| APP AppLovin Corp. Class A | New | 0.02% | +0.02 |
| CDNS Cadence Design SYS Inc. | Add +0.2% | 0.40% | +0.02 |
| IJR iShares Core S&P Small-Cap E | Add +1.9% | 0.72% | +0.02 |
| VEU Vanguard Ftse All-World Ex-U | Add +10.3% | 0.24% | +0.02 |
| MPC Marathon Petroleum Corp. | New | 0.02% | +0.02 |
| XLC SS Comm Select Sector SPDR | Add +174.9% | 0.03% | +0.02 |
| PEG Public Service Enterprise GP | Add +83.0% | 0.04% | +0.02 |
| EFSI Eagle Financial Services Inc. | New | 0.02% | +0.02 |
| LRCX Lam Research Corp. | New | 0.02% | +0.02 |
| GLXY Galaxy Digital Inc. Class A | New | 0.02% | +0.02 |
Options Activity Q2 2025 → Q3 2025
| TSLA Tesla Inc. | call | New | 200 | $89K |
| STZ Constellation Brands Inc. Class A | call | New | 400 | $54K |
| AAPL Apple Inc. | call | New | 200 | $51K |
| QCOM Qualcomm Inc. | call | New | 200 | $33K |
Calls and puts are listed by the shares they cover; their value is not part of the stock holdings above.
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 |