Sterling Investment Counsel, LLC

In its 13F for Q4 2024 (holdings as of December 31, 2024, filed January 22, 2025), Sterling Investment Counsel, LLC reported 128 stock positions worth $151.3 million. Its top holding was iShares S&P 500 Growth ETF (IVW) at 11.4% of the portfolio, followed by Invesco Nasdaq 100 ETF (QQQM, 9.2%) and JPMorgan Equity Premium Inco (JEPI, 7.0%). Compared with Q3 2024, it opened 5 new positions, sold out of 50, added to 11 and reduced 82. The biggest buy was SS SPDR P S&P 400 Midcap ETF (SPMD, shares +3%) and the biggest sale iShares Core S&P 500 ETF (IVV, shares −76%).

Most Recent 13F
Q2 2026
Location
Buffalo, NY
CIK
0001925853
Portfolio Value
$151.3M (Q4 2024)
SEC Filing
0001667731-25-000082 ↗ filed Jan 22, 2025

Holdings Value

0$100.0M$200.0M$300.0M$400.0M$500.0M Q1 2024: $216.5M Q1 2024 Q2 2024: $254.0M Q2 2024 Q3 2024: $280.7M Q3 2024 Q4 2024: $151.3M $151.3M Q4 2024 Q1 2025: $292.2M Q1 2025 Q2 2025: $170.5M Q2 2025 Q3 2025: $311.9M Q3 2025 Q4 2025: $349.0M Q4 2025 Q1 2026: $356.9M Q1 2026 Q2 2026: $424.8M Q2 2026

Holdings 128 stocks · $151.3M

IVW iShares S&P 500 Growth ETF 11.41% 169,983 $17.3M Reduce -41.3%
QQQM Invesco Nasdaq 100 ETF 9.20% 66,111 $13.9M Reduce -41.5%
JEPI JPMorgan Equity Premium Inco 6.98% 183,554 $10.6M Reduce -47.7%
AAPL Apple Inc. 6.16% 37,219 $9.3M Reduce -46.7%
CGXU Cap Group Intl Focus filed as CAPITAL GROUP INTL FOCUS EQT 5.74% 351,850 $8.7M Reduce -41.8%
IJH iShares Core S&P Midcap ETF 4.16% 101,084 $6.3M Reduce -40.6%
IJR iShares Core S&P Small-Cap E 2.97% 38,940 $4.5M Reduce -0.0%
GOOGL Alphabet Inc. Class A 2.76% 22,055 $4.2M Reduce -33.2%
NVDA Nvidia Corp. 2.41% 27,093 $3.6M Reduce -29.8%
EMXC iShares MSCI Emr MRK Ex Chna 2.39% 65,305 $3.6M Reduce -30.7%
MSFT Microsoft Corp. 2.27% 8,151 $3.4M Reduce -51.7%
BRK.B Berkshire Hathaway Inc. Class B 2.26% 7,531 $3.4M Reduce -30.8%
AMZN Amazon.com Inc. 1.73% 11,942 $2.6M Reduce -56.2%
META Meta Platforms Inc. Class A 1.23% 3,165 $1.9M Reduce -41.7%
JPM JPMorgan Chase & Co. 1.19% 7,502 $1.8M Reduce -55.2%
ARKW ARK Next Generation Technolo 1.16% 16,255 $1.8M Reduce -12.3%
IVV iShares Core S&P 500 ETF 1.13% 2,903 $1.7M Reduce -75.5%
IUSG iShares Core S&P U.S. Growth 1.13% 12,253 $1.7M Reduce -23.1%
CAH Cardinal Health Inc. 1.02% 13,064 $1.5M No change
IXUS iShares Core Intl Stock ETF 0.95% 21,679 $1.4M Reduce -1.5%
HMOP Hartford Municipal Opp ETF 0.93% 36,519 $1.4M Reduce -70.6%
V Visa Inc. Class A 0.89% 4,264 $1.3M Reduce -64.6%
COST Costco Wholesale Corp. 0.83% 1,368 $1.3M Reduce -32.4%
HYG Ishr Ibx Usd Hiyld CB ETF-Ui 0.75% 14,475 $1.1M Reduce -18.2%
VOT Vngrd Mrngstr MC GRW ETF-Usd 0.71% 4,254 $1.1M Reduce -17.5%
SPMD SS SPDR P S&P 400 Midcap ETF 0.69% 19,155 $1.0M Add +2.8%
BOTZ Global X Robotics & Artifici 0.69% 32,506 $1.0M Reduce -17.1%
IVE iShares S&P 500 Value ETF 0.64% 5,079 $970K Reduce -51.9%
TSLA Tesla Inc. 0.61% 2,284 $922K Reduce -32.9%
UNH Unitedhealth Group Inc. 0.59% 1,755 $888K Reduce -52.7%
DIS The Walt Disney Co. filed as DISNEY WALT CO 0.58% 7,871 $876K Reduce -52.4%
WMT Walmart Inc. 0.53% 8,943 $808K Reduce -72.3%
HD Home Depot Inc. 0.50% 1,940 $755K Reduce -55.1%
KO The Coca-Cola Co. 0.49% 11,985 $746K Reduce -70.3%
SHYG iShares 0-5 YR HY Corp. Bond 0.48% 17,077 $728K Reduce -0.5%
TMP Tompkins Financial Corp. 0.46% 10,255 $696K Reduce -10.0%
IGV iShares Expanded Tech-Softwa 0.44% 6,659 $667K Reduce -25.7%
MTB M & T Bank Corp. filed as M & T BK CORP 0.43% 3,497 $657K Reduce -39.7%
CINF Cincinnati Financial Corp. 0.42% 4,455 $640K No change
ABBV Abbvie Inc. 0.42% 3,570 $634K Reduce -57.1%
CTAS Cintas Corp. 0.42% 3,460 $632K No change
MCD McDonald's Corp. 0.41% 2,150 $623K Reduce -49.0%
XLE SS Energy Select Sector 0.41% 7,190 $616K Reduce -58.8%
MA Mastercard Inc. Class A 0.41% 1,168 $615K Reduce -27.4%
BUG Global X Cybersecurity ETF 0.40% 19,081 $612K Reduce -12.7%
GLW Corning Inc. 0.39% 12,311 $585K Reduce -1.2%
MRK Merck & Co. Inc. 0.37% 5,598 $557K Reduce -47.0%
TMO Thermo Fisher Scientific Inc. 0.36% 1,034 $538K Reduce -52.3%
AVGO Broadcom Inc. 0.35% 2,292 $531K Reduce -57.3%
IP International Paper Co. 0.34% 9,510 $512K No change
MO Altria Group Inc. 0.32% 9,121 $477K No change
T AT&T Inc. 0.31% 20,901 $476K Add +10.9%
LMT Lockheed Martin Corp. 0.31% 966 $469K No change
ETR Entergy Corp. 0.31% 6,088 $462K No change
ETN Eaton Corp. PLC 0.30% 1,350 $448K Reduce -60.5%
UBER Uber Technologies Inc. 0.29% 7,195 $434K Add +107.0%
FITB Fifth Third Bancorp 0.28% 9,847 $416K No change
PM Philip Morris International 0.27% 3,438 $414K Reduce -1.4%
MELI MercadoLibre Inc. 0.27% 243 $413K Add +18.5%
TT Trane Technologies PLC 0.27% 1,117 $413K No change
UPS United Parcel Service Class B 0.27% 3,238 $408K Add +0.6%
PANW Palo Alto Networks Inc. 0.27% 2,236 $407K Reduce -78.2%
VB Vanguard Most SM-Cap ETF-Usd 0.26% 1,649 $396K New
WMB Williams Cos Inc. 0.26% 7,288 $394K No change
VOO Vanguard S&P 500 ETF 0.26% 723 $390K Reduce -4.0%
IWS iShares Russell Mid-Cap Valu 0.26% 3,008 $389K No change
PLD Prologis Inc. 0.25% 3,640 $385K Reduce -65.8%
CRM Salesforce Inc. 0.25% 1,142 $382K Reduce -69.8%
USB US Bancorp 0.25% 7,924 $379K No change
SPY SS SPDR S&P 500 ETF Trust-US 0.25% 635 $372K Reduce -84.7%
EMB iShares JP Morgan Usd Emergi 0.24% 4,159 $370K Add +43.6%
CFG Citizens Financial Group 0.24% 8,399 $368K Reduce -0.8%
MGK Vngrd Mrgstr MG CP GR ETF-Ui 0.24% 1,068 $367K Reduce -6.7%
DGRO iShares Core Dividend Growth 0.24% 5,911 $363K Reduce -82.9%
XOM Exxon Mobil Corp. 0.24% 3,341 $359K Reduce -37.8%
VOE Vngrd Mrngstr MD-Cap Val ETF 0.24% 2,210 $358K Add +0.7%
DES Wisdomtree US Smallcap Divid 0.24% 10,398 $357K No change
IBM Intl Business Machines Corp. filed as INTERNATIONAL BUSINESS MACHS 0.24% 1,623 $357K Reduce -1.8%
DUK Duke Energy Corp. 0.23% 3,263 $352K No change
VBR Vngrd Mrngst SL-CP Val ETF-U 0.23% 1,752 $347K Add +0.6%
GOOG Alphabet Inc. Class C 0.23% 1,800 $343K Reduce -81.4%
GHC Graham Holdings Co. Class B 0.22% 389 $339K Reduce -0.8%
PAYX Paychex Inc. 0.22% 2,375 $333K Reduce -2.3%
HCA HCA Healthcare Inc. 0.22% 1,099 $330K No change
MET Metlife Inc. 0.21% 3,963 $324K No change
CATH Global X S&P 500 Ca Val ETF 0.21% 4,554 $323K Reduce -17.5%
PH Parker Hannifin Corp. 0.21% 507 $322K Reduce -68.0%
NOW ServiceNow Inc. 0.21% 304 $322K Reduce -81.0%
CVX Chevron Corp. 0.21% 2,181 $316K Reduce -41.0%
JNK SS SPDR BB High Yield Bond 0.21% 3,289 $314K Add +1.7%
VZ Verizon Communications Inc. 0.21% 7,757 $310K No change
PEG Public Service Enterprise GP 0.20% 3,609 $305K No change
ADBE Adobe Inc. 0.19% 662 $294K No change
HON Honeywell International Inc. 0.19% 1,291 $292K Reduce -71.2%
PG The Procter & Gamble Co. 0.19% 1,704 $286K Reduce -54.9%
TMUS T-Mobile US Inc. 0.19% 1,282 $283K No change
QUAL iShares MSCI USA Quality Fac 0.18% 1,562 $278K Reduce -40.9%
BAC Bank of America Corp. filed as BANK AMERICA CORP 0.18% 6,143 $270K Reduce -16.2%
SO The Southern Co. 0.17% 3,199 $263K Reduce -72.4%
MGV Vngrd Mrgstr MG CP VL ETF-Ui 0.17% 2,064 $258K Reduce -2.5%
HIG Hartford Insurance Group Inc. 0.17% 2,355 $258K No change
GS Goldman Sachs Group Inc. 0.17% 450 $258K Add +5.1%
ONON On Holding AG Class A filed as ON HLDG AG 0.17% 4,575 $251K Reduce -0.5%
BNDX Vanguard Total Intl Bond ETF 0.16% 4,981 $244K Add +0.9%
RF Regions Financial Corp. 0.16% 10,212 $240K Reduce -2.1%
GIS General Mills Inc. 0.16% 3,687 $235K No change
ZTS Zoetis Inc. 0.15% 1,434 $234K No change
FNF Fidelity National Financial 0.15% 4,132 $232K Reduce -56.3%
CAT Caterpillar Inc. 0.15% 625 $227K Reduce -39.9%
ES Eversource Energy 0.15% 3,910 $225K No change
CME Cme Group Inc. 0.15% 959 $223K No change
MPC Marathon Petroleum Corp. 0.15% 1,590 $222K Reduce -0.9%
PWR Quanta Services Inc. 0.15% 699 $221K No change
D Dominion Energy Inc. 0.15% 4,101 $221K No change
C Citigroup Inc. 0.15% 3,133 $221K New
AMAT Applied Materials Inc. 0.14% 1,294 $210K Reduce -46.4%
XLB SS Materials Select Sector 0.14% 2,472 $208K Reduce -72.7%
GOVT iShares US Treasury Bond ETF 0.14% 9,048 $208K New
FE Firstenergy Corp. 0.14% 5,207 $207K No change
JIRE JPMorgan Int Res Enh Eqty 0.14% 3,531 $207K Reduce -2.5%
NOC Northrop Grumman Corp. 0.14% 436 $205K Reduce -49.1%
SUB iShares Short-Term National 0.13% 1,914 $202K Reduce -0.4%
ADI Analog Devices Inc. 0.13% 950 $202K Reduce -72.5%
SRE Sempra 0.13% 2,294 $201K New
TJX TJX Companies Inc. filed as TJX COS INC NEW 0.13% 1,665 $201K New
IBB iShares Biotechnology ETF 0.13% 1,521 $201K No change
F Ford Motor Co. filed as FORD MTR CO 0.09% 13,160 $130K Reduce -5.0%
PRPL Purple Innovation Inc. 0.01% 10,000 $8K No change

Portfolio Sells Q3 2024 → Q4 2024

IVV iShares Core S&P 500 ETF Reduce -75.5% 1.13% −1.31
SGOV iShares 0-3 Month Treasury B Sold out 0.00% −0.98
MUB iShares National Muni Bond E Sold out 0.00% −0.83
HMOP Hartford Municipal Opp ETF Reduce -70.6% 0.93% −0.81
IWF iShares Russell 1000 Growth Sold out 0.00% −0.75
SPY SS SPDR S&P 500 ETF Trust-US Reduce -84.7% 0.25% −0.60
KO The Coca-Cola Co. Reduce -70.3% 0.49% −0.54
DGRO iShares Core Dividend Growth Reduce -82.9% 0.24% −0.53
JEPI JPMorgan Equity Premium Inco Reduce -47.7% 6.98% −0.46
LLY Eli Lilly & Co. Sold out 0.00% −0.45
WMT Walmart Inc. Reduce -72.3% 0.53% −0.39
PANW Palo Alto Networks Inc. Reduce -78.2% 0.27% −0.36
GOOG Alphabet Inc. Class C Reduce -81.4% 0.23% −0.35
PEP Pepsico Inc. Sold out 0.00% −0.34
MSFT Microsoft Corp. Reduce -51.7% 2.27% −0.32
BLK BlackRock Finance Inc. Sold out 0.00% −0.31
NOW ServiceNow Inc. Reduce -81.0% 0.21% −0.30
V Visa Inc. Class A Reduce -64.6% 0.89% −0.29
DIA SS SPDR Dow Jones Indus Avg Sold out 0.00% −0.28
SYK Stryker Corp. Sold out 0.00% −0.27
JNJ Johnson & Johnson Sold out 0.00% −0.27
STZ Constellation Brands Inc. Class A Sold out 0.00% −0.25
AMGN Amgen Inc. Sold out 0.00% −0.24
PLD Prologis Inc. Reduce -65.8% 0.25% −0.23
IHI iShares U.S. Medical Devices Sold out 0.00% −0.22
GILD Gilead Sciences Inc. Sold out 0.00% −0.20
SO The Southern Co. Reduce -72.4% 0.17% −0.20
DE Deere & Co. Sold out 0.00% −0.19
UNH Unitedhealth Group Inc. Reduce -52.7% 0.59% −0.19
MDLZ Mondelez International Inc. Class A Sold out 0.00% −0.18
LOW Lowe's Cos Inc. Sold out 0.00% −0.18
VGT Vanguard Info Tech ETF Sold out 0.00% −0.18
XLB SS Materials Select Sector Reduce -72.7% 0.14% −0.17
ABBV Abbvie Inc. Reduce -57.1% 0.42% −0.17
AEP American Electric Power Sold out 0.00% −0.16
AWK American Water Works Co. Inc. Sold out 0.00% −0.15
IQV Iqvia Holdings Inc. Sold out 0.00% −0.15
ADI Analog Devices Inc. Reduce -72.5% 0.13% −0.15
XBI SS SPDR S&P Biotech ETF Sold out 0.00% −0.15
IJT iShares S&P Small-Cap 600 GR Sold out 0.00% −0.15
PH Parker Hannifin Corp. Reduce -68.0% 0.21% −0.14
QQQ Invesco QQQ Trust Series 1 Sold out 0.00% −0.14
XLE SS Energy Select Sector Reduce -58.8% 0.41% −0.14
HON Honeywell International Inc. Reduce -71.2% 0.19% −0.14
VIG Vanguard Dividend Apprec ETF Sold out 0.00% −0.14
HD Home Depot Inc. Reduce -55.1% 0.50% −0.13
TMO Thermo Fisher Scientific Inc. Reduce -52.3% 0.36% −0.12
CRM Salesforce Inc. Reduce -69.8% 0.25% −0.12
LIN Linde PLC Sold out 0.00% −0.11
VTV Vanguard Mrngstr Val ETF-Aui Sold out 0.00% −0.11

Portfolio Buys Q3 2024 → Q4 2024

SPMD SS SPDR P S&P 400 Midcap ETF Add +2.8% 0.69% +0.33
VB Vanguard Most SM-Cap ETF-Usd New 0.26% +0.26
UBER Uber Technologies Inc. Add +107.0% 0.29% +0.19
T AT&T Inc. Add +10.9% 0.31% +0.17
EMB iShares JP Morgan Usd Emergi Add +43.6% 0.24% +0.15
C Citigroup Inc. New 0.15% +0.15
GOVT iShares US Treasury Bond ETF New 0.14% +0.14
SRE Sempra New 0.13% +0.13
TJX TJX Companies Inc. New 0.13% +0.13
MELI MercadoLibre Inc. Add +18.5% 0.27% +0.12
UPS United Parcel Service Class B Add +0.6% 0.27% +0.11
VOE Vngrd Mrngstr MD-Cap Val ETF Add +0.7% 0.24% +0.11
VBR Vngrd Mrngst SL-CP Val ETF-U Add +0.6% 0.23% +0.10
JNK SS SPDR BB High Yield Bond Add +1.7% 0.21% +0.09
GS Goldman Sachs Group Inc. Add +5.1% 0.17% +0.09
BNDX Vanguard Total Intl Bond ETF Add +0.9% 0.16% +0.07

All Filings

QuarterPositions13F Reported ValueTop Holdings
Q2 2026 195$424.8MIVW, QQQM, JEPI, CGXU, AAPL
Q1 2026 196$356.9MIVW, JEPI, QQQM, CGXU, AAPL
Q4 2025 187$349.0MIVW, QQQM, JEPI, CGXU, AAPL
Q3 2025 130$311.9MIVW, QQQM, JEPI, CGXU, AAPL
Q2 2025 140$170.5MIVW, QQQM, JEPI, CGXU, AAPL
Q1 2025 174$292.2MIVW, JEPI, QQQM, CGXU, AAPL
Q4 2024 128$151.3MIVW, QQQM, JEPI, AAPL, CGXU
Q3 2024 173$280.7MIVW, QQQM, JEPI, CGXU, AAPL
Q2 2024 164$254.0MIVW, QQQM, JEPI, CGXU, AAPL
Q1 2024 171$216.5MIVW, CGXU, QQQM, IJH, AAPL