Sterling Investment Counsel, LLC

In its 13F for Q2 2025 (holdings as of June 30, 2025, filed July 21, 2025), Sterling Investment Counsel, LLC reported 140 stock positions worth $170.5 million. Its top holding was iShares S&P 500 Growth ETF (IVW) at 11.3% of the portfolio, followed by Invesco Nasdaq 100 ETF (QQQM, 9.3%) and JPMorgan Equity Premium Inco (JEPI, 7.1%). Compared with Q1 2025, it opened 8 new positions, sold out of 42, added to 18 and reduced 103. The biggest buy was MercadoLibre (MELI, shares +12%) and the biggest sale an exit from iShares 0-3 Month Treasury B (SGOV).

Most Recent 13F
Q2 2026
Location
Buffalo, NY
CIK
0001925853
Portfolio Value
$170.5M (Q2 2025)
SEC Filing
0001667731-25-000899 ↗ filed Jul 21, 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 Q4 2024 Q1 2025: $292.2M Q1 2025 Q2 2025: $170.5M $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 140 stocks · $170.5M

IVW iShares S&P 500 Growth ETF 11.34% 175,732 $19.3M Reduce -40.7%
QQQM Invesco Nasdaq 100 ETF 9.28% 69,681 $15.8M Reduce -41.3%
JEPI JPMorgan Equity Premium Inco 7.09% 212,830 $12.1M Reduce -48.6%
CGXU Cap Group Intl Focus filed as CAPITAL GROUP INTL FOCUS EQT 5.92% 372,109 $10.1M Reduce -42.5%
AAPL Apple Inc. 5.59% 46,487 $9.5M Reduce -31.6%
IJH iShares Core S&P Midcap ETF 3.85% 105,925 $6.6M Reduce -41.2%
IJR iShares Core S&P Small-Cap E 2.70% 42,129 $4.6M Reduce -29.8%
NVDA Nvidia Corp. 2.63% 28,427 $4.5M Reduce -30.3%
MSFT Microsoft Corp. 2.43% 8,335 $4.1M Reduce -52.4%
BRK.B Berkshire Hathaway Inc. Class B 2.41% 8,447 $4.1M Reduce -23.6%
EMXC iShares MSCI Emr MRK Ex Chna 2.37% 64,146 $4.1M Reduce -33.0%
GOOGL Alphabet Inc. Class A 2.29% 22,175 $3.9M Reduce -36.7%
AMZN Amazon.com Inc. 1.98% 15,387 $3.4M Reduce -48.3%
META Meta Platforms Inc. Class A 1.50% 3,458 $2.6M Reduce -40.9%
ARKW ARK Next Generation Technolo 1.35% 15,556 $2.3M Reduce -17.6%
JPM JPMorgan Chase & Co. 1.29% 7,566 $2.2M Reduce -55.8%
CAH Cardinal Health Inc. 1.12% 11,364 $1.9M Reduce -8.1%
IVV iShares Core S&P 500 ETF 1.06% 2,914 $1.8M Reduce -75.4%
IUSG iShares Core S&P U.S. Growth 1.04% 11,777 $1.8M Reduce -23.8%
IXUS iShares Core Intl Stock ETF 0.95% 21,009 $1.6M Reduce -17.9%
HMOP Hartford Municipal Opp ETF 0.91% 40,701 $1.6M Reduce -75.1%
V Visa Inc. Class A 0.89% 4,284 $1.5M Reduce -65.5%
COST Costco Wholesale Corp. 0.78% 1,338 $1.3M Reduce -34.5%
HYG Ishr Ibx Usd Hiyld CB ETF-Ui 0.68% 14,288 $1.2M Reduce -16.3%
BOTZ Global X Robotics & Artifici 0.64% 33,627 $1.1M Reduce -19.1%
SPMD SS SPDR P S&P 400 Midcap ETF 0.61% 19,219 $1.0M Add +2.1%
IVE iShares S&P 500 Value ETF 0.58% 5,052 $987K Reduce -52.2%
MELI MercadoLibre Inc. 0.54% 351 $917K Add +12.1%
VOT Vngrd Mrngstr MC GRW ETF-Usd 0.53% 3,178 $904K Reduce -45.0%
WMT Walmart Inc. 0.51% 8,832 $864K Reduce -73.4%
MTB M & T Bank Corp. filed as M & T BK CORP 0.50% 4,400 $854K Reduce -0.6%
KO The Coca-Cola Co. 0.50% 12,004 $849K Reduce -69.4%
SHYG iShares 0-5 YR HY Corp. Bond 0.49% 19,478 $840K Add +2.8%
UBER Uber Technologies Inc. 0.46% 8,328 $777K Reduce -50.4%
CTAS Cintas Corp. 0.45% 3,456 $770K Reduce -8.6%
DIS The Walt Disney Co. filed as DISNEY WALT CO 0.43% 5,895 $731K Reduce -65.8%
IGV iShares Expanded Tech-Softwa 0.43% 6,641 $727K Reduce -13.8%
HD Home Depot Inc. 0.42% 1,953 $716K Reduce -58.0%
BUG Global X Cybersecurity ETF 0.41% 18,922 $702K Reduce -14.0%
AVGO Broadcom Inc. 0.39% 2,412 $665K Reduce -60.5%
CINF Cincinnati Financial Corp. 0.39% 4,455 $663K No change
MCD McDonald's Corp. 0.38% 2,241 $655K Reduce -47.3%
MA Mastercard Inc. Class A 0.38% 1,163 $654K Reduce -36.0%
GLW Corning Inc. 0.38% 12,315 $648K Reduce -1.2%
CFG Citizens Financial Group 0.38% 14,457 $647K Reduce -41.9%
TMP Tompkins Financial Corp. 0.38% 10,255 $643K Reduce -0.2%
XLE SS Energy Select Sector 0.37% 7,516 $637K Reduce -58.6%
PM Philip Morris International 0.37% 3,453 $629K Reduce -0.4%
T AT&T Inc. 0.36% 20,951 $606K No change
ABBV Abbvie Inc. 0.35% 3,245 $602K Reduce -60.7%
TSLA Tesla Inc. 0.34% 1,835 $583K Reduce -37.4%
IWR iShares Russell Mid-Cap ETF 0.33% 6,093 $560K New
MO Altria Group Inc. 0.31% 9,089 $533K Add +0.5%
ETN Eaton Corp. PLC 0.31% 1,489 $532K Reduce -65.6%
ETR Entergy Corp. 0.30% 6,088 $506K Reduce -6.6%
TT Trane Technologies PLC 0.29% 1,117 $489K Reduce -10.4%
PANW Palo Alto Networks Inc. 0.29% 2,381 $487K Reduce -77.7%
IBM Intl Business Machines Corp. filed as INTERNATIONAL BUSINESS MACHS 0.28% 1,623 $478K Reduce -40.8%
MRK Merck & Co. Inc. 0.28% 5,986 $474K Reduce -46.4%
DGRO iShares Core Dividend Growth 0.27% 7,214 $461K Reduce -79.5%
AEP American Electric Power 0.27% 4,421 $459K Reduce -5.0%
WMB Williams Cos Inc. 0.27% 7,272 $457K Reduce -9.1%
LMT Lockheed Martin Corp. 0.26% 956 $443K Reduce -4.6%
IP International Paper Co. 0.26% 9,428 $442K No change
VOO Vanguard S&P 500 ETF 0.25% 759 $431K Add +2.6%
MGK Vngrd Mrgstr MG CP GR ETF-Ui 0.25% 1,176 $431K Add +7.5%
HCA HCA Healthcare Inc. 0.25% 1,099 $421K Reduce -8.3%
CATH Global X S&P 500 Ca Val ETF 0.24% 5,521 $417K No change
GS Goldman Sachs Group Inc. 0.24% 575 $407K Add +4.4%
FITB Fifth Third Bancorp 0.24% 9,847 $405K Reduce -7.1%
VOE Vngrd Mrngstr MD-Cap Val ETF 0.24% 2,452 $403K Add +1.4%
GBTC Grayscale Bitcoin Trust ETF 0.23% 4,665 $396K No change
SPY SS SPDR S&P 500 ETF Trust-US 0.23% 628 $388K Reduce -84.7%
EMB iShares JP Morgan Usd Emergi 0.23% 4,173 $387K Reduce -7.0%
DUK Duke Energy Corp. 0.23% 3,263 $385K Reduce -8.2%
PLD Prologis Inc. 0.22% 3,565 $375K Reduce -66.8%
UPS United Parcel Service Class B 0.22% 3,693 $373K Add +13.3%
GHC Graham Holdings Co. Class B 0.22% 390 $369K Reduce -0.8%
CRM Salesforce Inc. 0.21% 1,340 $365K Reduce -69.0%
XOM Exxon Mobil Corp. 0.21% 3,354 $362K Reduce -40.4%
VBR Vngrd Mrngst SL-CP Val ETF-U 0.21% 1,846 $360K Add +3.8%
UNH Unitedhealth Group Inc. 0.21% 1,139 $355K Reduce -67.1%
USB US Bancorp 0.21% 7,837 $355K Reduce -5.8%
BAC Bank of America Corp. filed as BANK AMERICA CORP 0.21% 7,490 $354K Reduce -5.9%
BLK BlackRock Inc. 0.21% 335 $351K Reduce -73.2%
VZ Verizon Communications Inc. 0.20% 7,808 $338K Add +0.3%
NOW ServiceNow Inc. 0.20% 325 $334K Reduce -81.7%
DES Wisdomtree US Smallcap Divid 0.19% 10,398 $330K No change
LLY Eli Lilly & Co. 0.19% 419 $327K Reduce -79.6%
PH Parker Hannifin Corp. 0.19% 460 $321K Reduce -67.0%
JNK SS SPDR BB High Yield Bond 0.19% 3,281 $319K Reduce -19.8%
MET Metlife Inc. 0.19% 3,963 $319K Reduce -8.0%
HON Honeywell International Inc. 0.18% 1,342 $313K Reduce -73.7%
CVX Chevron Corp. 0.18% 2,181 $312K Reduce -41.9%
TMUS T-Mobile US Inc. 0.18% 1,282 $305K Reduce -12.9%
PEG Public Service Enterprise GP 0.18% 3,609 $304K Reduce -7.4%
IWM iShares Russell 2000 ETF 0.18% 1,394 $301K New
ONON On Holding AG Class A filed as ON HLDG AG 0.18% 5,750 $299K Add +5.5%
PAYX Paychex Inc. 0.17% 2,050 $298K No change
MGV Vngrd Mrgstr MG CP VL ETF-Ui 0.17% 2,266 $297K Add +6.5%
GEV GE Vernova Inc. 0.17% 549 $291K New
HIG Hartford Insurance Group Inc. 0.17% 2,275 $289K Reduce -8.6%
C Citigroup Inc. 0.17% 3,312 $282K Reduce -5.7%
JIRE JPMorgan Int Res Enh Eqty 0.16% 3,898 $276K Add +18.7%
QUAL iShares MSCI USA Quality Fac 0.16% 1,501 $274K Add +1.8%
PG The Procter & Gamble Co. 0.16% 1,704 $271K Reduce -57.2%
PWR Quanta Services Inc. 0.15% 699 $264K New
BNDX Vanguard Total Intl Bond ETF 0.15% 5,334 $264K Add +3.4%
CME Cme Group Inc. 0.15% 958 $264K No change
APH Amphenol Corp. Class A 0.15% 2,640 $261K Reduce -71.2%
TMO Thermo Fisher Scientific Inc. 0.15% 639 $259K Reduce -70.3%
CAT Caterpillar Inc. 0.15% 667 $259K Reduce -38.3%
IWS iShares Russell Mid-Cap Valu 0.15% 1,960 $259K Reduce -40.0%
GLD SPDR Gold Shares 0.15% 848 $258K Reduce -29.2%
MPC Marathon Petroleum Corp. 0.15% 1,550 $257K Reduce -9.1%
ADBE Adobe Inc. 0.15% 662 $256K Reduce -9.9%
SRLN SS Blackstone Sr Loan ETF 0.15% 6,155 $256K New
AMAT Applied Materials Inc. 0.14% 1,349 $247K Reduce -33.0%
ES Eversource Energy 0.14% 3,860 $246K Reduce -5.8%
RF Regions Financial Corp. 0.14% 10,212 $240K Reduce -4.9%
DE Deere & Co. 0.14% 457 $232K Reduce -65.7%
D Dominion Energy Inc. 0.14% 4,101 $232K Reduce -5.8%
FNF Fidelity National Financial 0.14% 4,132 $232K Reduce -60.8%
XLB SS Materials Select Sector 0.14% 2,628 $231K Reduce -76.2%
ODC Oil-Dri Corp. of America 0.13% 3,854 $227K New
ZTS Zoetis Inc. 0.13% 1,434 $224K No change
UNM Unum Group 0.13% 2,734 $221K Reduce -7.1%
GOVT iShares US Treasury Bond ETF 0.13% 9,566 $220K Add +3.5%
NOC Northrop Grumman Corp. 0.13% 436 $218K Reduce -12.1%
ADI Analog Devices Inc. 0.13% 906 $216K Reduce -79.2%
GOOG Alphabet Inc. Class C 0.12% 1,200 $213K Reduce -86.7%
BIP Brookfield Infrastructure Pa 0.12% 6,269 $210K New
FE Firstenergy Corp. 0.12% 5,207 $210K Reduce -7.0%
TJX TJX Companies Inc. filed as TJX COS INC NEW 0.12% 1,665 $206K Reduce -12.6%
SUB iShares Short-Term National 0.12% 1,914 $204K No change
IEFA iShares Core MSCI Eafe ETF 0.12% 2,412 $201K New
ADP Automatic Data Processing 0.12% 650 $200K Reduce -22.9%
F Ford Motor Co. filed as FORD MTR CO 0.08% 13,160 $143K Reduce -6.1%
LCID Lucid Group Inc. 0.01% 12,000 $25K Add +14.3%
PRPL Purple Innovation Inc. 0.00% 10,000 $7K No change

Portfolio Sells Q1 2025 → Q2 2025

SGOV iShares 0-3 Month Treasury B Sold out 0.00% −1.51
HMOP Hartford Municipal Opp ETF Reduce -75.1% 0.91% −1.23
IVV iShares Core S&P 500 ETF Reduce -75.4% 1.06% −1.22
JEPI JPMorgan Equity Premium Inco Reduce -48.6% 7.09% −1.00
IWF iShares Russell 1000 Growth Sold out 0.00% −0.70
V Visa Inc. Class A Reduce -65.5% 0.89% −0.60
SPY SS SPDR S&P 500 ETF Trust-US Reduce -84.7% 0.23% −0.56
WMT Walmart Inc. Reduce -73.4% 0.51% −0.49
DGRO iShares Core Dividend Growth Reduce -79.5% 0.27% −0.48
KO The Coca-Cola Co. Reduce -69.4% 0.50% −0.46
UNH Unitedhealth Group Inc. Reduce -67.1% 0.21% −0.41
SO The Southern Co. Sold out 0.00% −0.39
LLY Eli Lilly & Co. Reduce -79.6% 0.19% −0.39
GOOG Alphabet Inc. Class C Reduce -86.7% 0.12% −0.36
PANW Palo Alto Networks Inc. Reduce -77.7% 0.29% −0.34
QQQ Invesco QQQ Trust Series 1 Sold out 0.00% −0.29
NOW ServiceNow Inc. Reduce -81.7% 0.20% −0.29
SYK Stryker Corp. Sold out 0.00% −0.27
BRK.A Berkshire Hathaway Inc. Class A Sold out 0.00% −0.27
GILD Gilead Sciences Inc. Sold out 0.00% −0.26
DIA SS SPDR Dow Jones Indus Avg Sold out 0.00% −0.25
MUB iShares National Muni Bond E Sold out 0.00% −0.25
ONEQ Fidelity Nasdaq Comp Indx Sold out 0.00% −0.24
JNJ Johnson & Johnson Sold out 0.00% −0.24
ABBV Abbvie Inc. Reduce -60.7% 0.35% −0.24
PEP Pepsico Inc. Sold out 0.00% −0.22
AMGN Amgen Inc. Sold out 0.00% −0.22
TMO Thermo Fisher Scientific Inc. Reduce -70.3% 0.15% −0.21
XLE SS Energy Select Sector Reduce -58.6% 0.37% −0.21
BLK BlackRock Inc. Reduce -73.2% 0.21% −0.20
PLD Prologis Inc. Reduce -66.8% 0.22% −0.19
XLB SS Materials Select Sector Reduce -76.2% 0.14% −0.19
HON Honeywell International Inc. Reduce -73.7% 0.18% −0.19
CRM Salesforce Inc. Reduce -69.0% 0.21% −0.18
VOOG Vanguard S&P 500 Growth ETF Sold out 0.00% −0.18
ADI Analog Devices Inc. Reduce -79.2% 0.13% −0.17
IQV Iqvia Holdings Inc. Sold out 0.00% −0.17
HD Home Depot Inc. Reduce -58.0% 0.42% −0.16
AWK American Water Works Co. Inc. Sold out 0.00% −0.16
DIS The Walt Disney Co. Reduce -65.8% 0.43% −0.15
LOW Lowe's Cos Inc. Sold out 0.00% −0.15
LRGF iShares US Equity Factor ETF Sold out 0.00% −0.15
VGT Vanguard Info Tech ETF Sold out 0.00% −0.15
JPM JPMorgan Chase & Co. Reduce -55.8% 1.29% −0.15
USMV iShares MSCI USA Min Vol Fac Sold out 0.00% −0.14
VB Vanguard Most SM-Cap ETF-Usd Sold out 0.00% −0.14
VIG Vanguard Dividend Apprec ETF Sold out 0.00% −0.13
IJT iShares S&P Small-Cap 600 GR Sold out 0.00% −0.12
NFLX Netflix Inc. Sold out 0.00% −0.11
IVE iShares S&P 500 Value ETF Reduce -52.2% 0.58% −0.11

Portfolio Buys Q1 2025 → Q2 2025

MELI MercadoLibre Inc. Add +12.1% 0.54% +0.33
IWR iShares Russell Mid-Cap ETF New 0.33% +0.33
SPMD SS SPDR P S&P 400 Midcap ETF Add +2.1% 0.61% +0.28
SHYG iShares 0-5 YR HY Corp. Bond Add +2.8% 0.49% +0.22
IWM iShares Russell 2000 ETF New 0.18% +0.18
GEV GE Vernova Inc. New 0.17% +0.17
PWR Quanta Services Inc. New 0.15% +0.15
SRLN SS Blackstone Sr Loan ETF New 0.15% +0.15
MGK Vngrd Mrgstr MG CP GR ETF-Ui Add +7.5% 0.25% +0.14
GS Goldman Sachs Group Inc. Add +4.4% 0.24% +0.14
ODC Oil-Dri Corp. of America New 0.13% +0.13
MO Altria Group Inc. Add +0.5% 0.31% +0.13
BIP Brookfield Infrastructure Pa New 0.12% +0.12
VOO Vanguard S&P 500 ETF Add +2.6% 0.25% +0.12
IEFA iShares Core MSCI Eafe ETF New 0.12% +0.12
VOE Vngrd Mrngstr MD-Cap Val ETF Add +1.4% 0.24% +0.10
VBR Vngrd Mrngst SL-CP Val ETF-U Add +3.8% 0.21% +0.10
UPS United Parcel Service Class B Add +13.3% 0.22% +0.10
ONON On Holding AG Class A Add +5.5% 0.18% +0.09
JIRE JPMorgan Int Res Enh Eqty Add +18.7% 0.16% +0.09
MGV Vngrd Mrgstr MG CP VL ETF-Ui Add +6.5% 0.17% +0.08
VZ Verizon Communications Inc. Add +0.3% 0.20% +0.08
QUAL iShares MSCI USA Quality Fac Add +1.8% 0.16% +0.07
BNDX Vanguard Total Intl Bond ETF Add +3.4% 0.15% +0.07
GOVT iShares US Treasury Bond ETF Add +3.5% 0.13% +0.06
LCID Lucid Group Inc. Add +14.3% 0.01% +0.01

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