Sterling Investment Counsel, LLC
In its 13F for Q3 2025 (holdings as of September 30, 2025, filed October 21, 2025), Sterling Investment Counsel, LLC reported 130 stock positions worth $311.9 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, 9.6%) and JPMorgan Equity Premium Inco (JEPI, 8.6%). Compared with Q2 2025, it opened 47 new positions, sold out of 57, added to 70 and reduced 9. The biggest buy was a new position in iShares 0-3 Month Treasury B (SGOV) and the biggest sale ARK Next Generation Technolo (ARKW, shares −42%).
- Most Recent 13F
- Q2 2026
- Location
- Buffalo, NY
- CIK
- 0001925853
- Portfolio Value
- $311.9M (Q3 2025)
- SEC Filing
- 0002085853-25-000122 ↗ filed Oct 21, 2025
Holdings Value
Holdings 130 stocks · $311.9M
| IVW iShares S&P 500 Growth ETF | 11.39% | 294,224 | $35.5M | Add +67.4% |
| QQQM Invesco Nasdaq 100 ETF | 9.65% | 121,776 | $30.1M | Add +74.8% |
| JEPI JPMorgan Equity Premium Inco | 8.57% | 468,402 | $26.7M | Add +120.1% |
| CGXU Cap Group Intl Focus filed as CAPITAL GROUP INTL FOCUS EQT | 6.65% | 699,943 | $20.7M | Add +88.1% |
| AAPL Apple Inc. | 4.56% | 55,887 | $14.2M | Add +20.2% |
| IJH iShares Core S&P Midcap ETF | 4.01% | 191,489 | $12.5M | Add +80.8% |
| IVV iShares Core S&P 500 ETF | 2.54% | 11,834 | $7.9M | Add +306.1% |
| IJR iShares Core S&P Small-Cap E | 2.45% | 64,425 | $7.7M | Add +52.9% |
| NVDA Nvidia Corp. | 2.35% | 39,323 | $7.3M | Add +38.3% |
| HMOP Hartford Municipal Opp ETF | 2.20% | 175,912 | $6.9M | Add +332.2% |
| GOOGL Alphabet Inc. Class A | 2.19% | 28,087 | $6.8M | Add +26.7% |
| MSFT Microsoft Corp. | 2.03% | 12,245 | $6.3M | Add +46.9% |
| EMXC iShares MSCI Emr MRK Ex Chna | 1.95% | 90,028 | $6.1M | Add +40.4% |
| AMZN Amazon.com Inc. | 1.94% | 27,611 | $6.1M | Add +79.4% |
| BRK.B Berkshire Hathaway Inc. Class B | 1.60% | 9,944 | $5.0M | Add +17.7% |
| SGOV iShares 0-3 Month Treasury B | 1.50% | 46,434 | $4.7M | New |
| META Meta Platforms Inc. Class A | 1.43% | 6,073 | $4.5M | Add +75.6% |
| JPM JPMorgan Chase & Co. | 1.37% | 13,567 | $4.3M | Add +79.3% |
| V Visa Inc. Class A | 1.10% | 10,034 | $3.4M | Add +134.2% |
| WMT Walmart Inc. | 1.02% | 30,801 | $3.2M | Add +248.7% |
| SPY SS SPDR S&P 500 ETF Trust-US | 0.88% | 4,097 | $2.7M | Add +552.4% |
| IUSG iShares Core S&P U.S. Growth | 0.82% | 15,590 | $2.6M | Add +32.4% |
| IWF iShares Russell 1000 Growth | 0.81% | 5,363 | $2.5M | New |
| IXUS iShares Core Intl Stock ETF | 0.73% | 27,515 | $2.3M | Add +31.0% |
| DGRO iShares Core Dividend Growth | 0.73% | 33,238 | $2.3M | Add +360.7% |
| PANW Palo Alto Networks Inc. | 0.72% | 10,974 | $2.2M | Add +360.9% |
| KO The Coca-Cola Co. | 0.70% | 32,940 | $2.2M | Add +174.4% |
| IVE iShares S&P 500 Value ETF | 0.69% | 10,476 | $2.2M | Add +107.4% |
| NOW ServiceNow Inc. | 0.58% | 1,966 | $1.8M | Add +504.9% |
| GOOG Alphabet Inc. Class C | 0.58% | 7,428 | $1.8M | Add +519.0% |
| ETN Eaton Corp. PLC | 0.58% | 4,822 | $1.8M | Add +223.8% |
| UBER Uber Technologies Inc. | 0.57% | 18,305 | $1.8M | Add +119.8% |
| GEV GE Vernova Inc. | 0.57% | 2,905 | $1.8M | Add +429.1% |
| CAH Cardinal Health Inc. | 0.57% | 11,364 | $1.8M | No change |
| ABBV Abbvie Inc. | 0.55% | 7,412 | $1.7M | Add +128.4% |
| AVGO Broadcom Inc. | 0.54% | 5,137 | $1.7M | Add +113.0% |
| LLY Eli Lilly & Co. | 0.54% | 2,212 | $1.7M | Add +427.9% |
| XLE SS Energy Select Sector | 0.53% | 18,446 | $1.6M | Add +145.4% |
| ARKW ARK Next Generation Technolo | 0.51% | 9,084 | $1.6M | Reduce -41.6% |
| DIS The Walt Disney Co. filed as DISNEY WALT CO | 0.50% | 13,590 | $1.6M | Add +130.5% |
| BOTZ Global X Robotics & Artifici | 0.47% | 41,634 | $1.5M | Add +23.8% |
| BLK BlackRock Inc. | 0.47% | 1,259 | $1.5M | Add +275.8% |
| APH Amphenol Corp. Class A | 0.45% | 11,452 | $1.4M | Add +333.8% |
| HD Home Depot Inc. | 0.45% | 3,452 | $1.4M | Add +76.8% |
| CFG Citizens Financial Group | 0.39% | 22,972 | $1.2M | Add +58.9% |
| ADI Analog Devices Inc. | 0.39% | 4,926 | $1.2M | Add +443.7% |
| MCD McDonald's Corp. | 0.37% | 3,827 | $1.2M | Add +70.8% |
| XLB SS Materials Select Sector | 0.37% | 12,852 | $1.2M | Add +389.0% |
| SPMD SS SPDR P S&P 400 Midcap ETF | 0.36% | 19,691 | $1.1M | Add +2.5% |
| JPST JPMorgan Ultra-Short Income | 0.35% | 21,790 | $1.1M | New |
| QQQ Invesco QQQ Trust Series 1 | 0.35% | 1,817 | $1.1M | New |
| CRM Salesforce Inc. | 0.34% | 4,487 | $1.1M | Add +234.8% |
| TSLA Tesla Inc. | 0.33% | 2,309 | $1.0M | Add +25.8% |
| GLW Corning Inc. | 0.33% | 12,362 | $1.0M | Add +0.4% |
| NLR Vaneck Urani & Nuclr ETF-Usd | 0.32% | 7,289 | $989K | New |
| C Citigroup Inc. | 0.31% | 9,613 | $976K | Add +190.3% |
| PH Parker Hannifin Corp. | 0.30% | 1,243 | $942K | Add +170.2% |
| ONEQ Fidelity Nasdaq Comp Indx | 0.30% | 10,462 | $933K | New |
| TMO Thermo Fisher Scientific Inc. | 0.30% | 1,912 | $927K | Add +199.2% |
| SYK Stryker Corp. | 0.29% | 2,489 | $920K | New |
| MTB M & T Bank Corp. filed as M & T BK CORP | 0.28% | 4,432 | $876K | Add +0.7% |
| AEP American Electric Power | 0.28% | 7,719 | $868K | Add +74.6% |
| MELI MercadoLibre Inc. | 0.28% | 368 | $860K | Add +4.8% |
| IGV iShares Expanded Tech-Softwa | 0.28% | 7,477 | $860K | Add +12.6% |
| COST Costco Wholesale Corp. | 0.26% | 874 | $809K | Reduce -34.7% |
| MRK Merck & Co. Inc. | 0.25% | 9,262 | $777K | Add +54.7% |
| BUG Global X Cybersecurity ETF | 0.25% | 21,965 | $773K | Add +16.1% |
| JNJ Johnson & Johnson | 0.25% | 4,140 | $768K | New |
| BRK.A Berkshire Hathaway Inc. Class A | 0.24% | 1 | $754K | New |
| LRGF iShares US Equity Factor ETF | 0.24% | 10,881 | $752K | New |
| DIA SS SPDR Dow Jones Indus Avg filed as SPDR DOW JONES INDL AVERAGE | 0.24% | 1,604 | $744K | New |
| DE Deere & Co. | 0.23% | 1,602 | $732K | Add +250.6% |
| GILD Gilead Sciences Inc. | 0.23% | 6,533 | $725K | New |
| TMP Tompkins Financial Corp. | 0.22% | 10,280 | $681K | Add +0.2% |
| VOOG Vanguard S&P 500 Growth ETF | 0.21% | 1,536 | $669K | New |
| EQIX Equinix Inc. | 0.21% | 832 | $652K | New |
| IQV Iqvia Holdings Inc. | 0.21% | 3,419 | $649K | New |
| MUB iShares National Muni Bond E | 0.21% | 6,068 | $646K | New |
| VGT Vanguard Info Tech ETF | 0.19% | 811 | $606K | New |
| XOM Exxon Mobil Corp. | 0.16% | 4,474 | $504K | Add +33.4% |
| LOW Lowe's Cos Inc. | 0.16% | 1,975 | $496K | New |
| GS Goldman Sachs Group Inc. | 0.16% | 622 | $495K | Add +8.2% |
| QUAL iShares MSCI USA Quality Fac | 0.15% | 2,400 | $467K | Add +59.9% |
| GHC Graham Holdings Co. Class B | 0.15% | 394 | $463K | Add +1.0% |
| GBTC Grayscale Bitcoin Trust ETF | 0.13% | 4,665 | $419K | No change |
| VIG Vanguard Dividend Apprec ETF | 0.13% | 1,932 | $417K | New |
| PEP Pepsico Inc. | 0.13% | 2,935 | $412K | New |
| CATH Global X S&P 500 Ca Val ETF | 0.13% | 5,079 | $412K | Reduce -8.0% |
| NFLX Netflix Inc. | 0.13% | 339 | $406K | New |
| AMAT Applied Materials Inc. | 0.13% | 1,938 | $397K | Add +43.7% |
| CAT Caterpillar Inc. | 0.11% | 743 | $354K | Add +11.4% |
| VYM Vanguard High DVD Yield ETF | 0.11% | 2,455 | $346K | New |
| SPYV SS SPDR P S&P 500 Value ETF | 0.11% | 6,217 | $344K | New |
| BAC Bank of America Corp. filed as BANK AMERICA CORP | 0.11% | 6,610 | $341K | Reduce -11.8% |
| GLD SPDR Gold Shares | 0.11% | 958 | $341K | Add +13.0% |
| CRWD CrowdStrike Holdings Inc. Class A | 0.11% | 680 | $333K | New |
| VOT Vngrd Mrngstr MC GRW ETF-Usd | 0.11% | 1,125 | $331K | Reduce -64.6% |
| SPXE Proshares S&P 500 Ex-Energy | 0.10% | 4,498 | $325K | New |
| MA Mastercard Inc. Class A | 0.10% | 567 | $323K | Reduce -51.3% |
| ADP Automatic Data Processing | 0.10% | 1,098 | $322K | Add +68.9% |
Portfolio Sells Q2 2025 → Q3 2025
| ARKW ARK Next Generation Technolo | Reduce -41.6% | 0.51% | −0.84 |
| HYG Ishr Ibx Usd Hiyld CB ETF-Ui | Sold out | 0.00% | −0.68 |
| COST Costco Wholesale Corp. | Reduce -34.7% | 0.26% | −0.52 |
| SHYG iShares 0-5 YR HY Corp. Bond | Sold out | 0.00% | −0.49 |
| CTAS Cintas Corp. | Sold out | 0.00% | −0.45 |
| VOT Vngrd Mrngstr MC GRW ETF-Usd | Reduce -64.6% | 0.11% | −0.42 |
| CINF Cincinnati Financial Corp. | Sold out | 0.00% | −0.39 |
| PM Philip Morris International | Sold out | 0.00% | −0.37 |
| T AT&T Inc. | Sold out | 0.00% | −0.36 |
| IWR iShares Russell Mid-Cap ETF | Sold out | 0.00% | −0.33 |
| MO Altria Group Inc. | Sold out | 0.00% | −0.31 |
| ETR Entergy Corp. | Sold out | 0.00% | −0.30 |
| TT Trane Technologies PLC | Sold out | 0.00% | −0.29 |
| IBM Intl Business Machines Corp. | Sold out | 0.00% | −0.28 |
| MA Mastercard Inc. Class A | Reduce -51.3% | 0.10% | −0.28 |
| WMB Williams Cos Inc. | Sold out | 0.00% | −0.27 |
| LMT Lockheed Martin Corp. | Sold out | 0.00% | −0.26 |
| IP International Paper Co. | Sold out | 0.00% | −0.26 |
| MGK Vngrd Mrgstr MG CP GR ETF-Ui | Sold out | 0.00% | −0.25 |
| HCA HCA Healthcare Inc. | Sold out | 0.00% | −0.25 |
| FITB Fifth Third Bancorp | Sold out | 0.00% | −0.24 |
| VOE Vngrd Mrngstr MD-Cap Val ETF | Sold out | 0.00% | −0.24 |
| EMB iShares JP Morgan Usd Emergi | Sold out | 0.00% | −0.23 |
| DUK Duke Energy Corp. | Sold out | 0.00% | −0.23 |
| PLD Prologis Inc. | Sold out | 0.00% | −0.22 |
| VBR Vngrd Mrngst SL-CP Val ETF-U | Sold out | 0.00% | −0.21 |
| UNH Unitedhealth Group Inc. | Sold out | 0.00% | −0.21 |
| USB US Bancorp | Sold out | 0.00% | −0.21 |
| VZ Verizon Communications Inc. | Sold out | 0.00% | −0.20 |
| DES Wisdomtree US Smallcap Divid | Sold out | 0.00% | −0.19 |
| JNK SS SPDR BB High Yield Bond | Sold out | 0.00% | −0.19 |
| MET Metlife Inc. | Sold out | 0.00% | −0.19 |
| HON Honeywell International Inc. | Sold out | 0.00% | −0.18 |
| TMUS T-Mobile US Inc. | Sold out | 0.00% | −0.18 |
| PEG Public Service Enterprise GP | Sold out | 0.00% | −0.18 |
| IWM iShares Russell 2000 ETF | Sold out | 0.00% | −0.18 |
| PAYX Paychex Inc. | Sold out | 0.00% | −0.17 |
| MGV Vngrd Mrgstr MG CP VL ETF-Ui | Sold out | 0.00% | −0.17 |
| HIG Hartford Insurance Group Inc. | Sold out | 0.00% | −0.17 |
| JIRE JPMorgan Int Res Enh Eqty | Sold out | 0.00% | −0.16 |
| VOO Vanguard S&P 500 ETF | Reduce -35.8% | 0.10% | −0.16 |
| PWR Quanta Services Inc. | Sold out | 0.00% | −0.15 |
| CME Cme Group Inc. | Sold out | 0.00% | −0.15 |
| BNDX Vanguard Total Intl Bond ETF | Sold out | 0.00% | −0.15 |
| IWS iShares Russell Mid-Cap Valu | Sold out | 0.00% | −0.15 |
| MPC Marathon Petroleum Corp. | Sold out | 0.00% | −0.15 |
| ADBE Adobe Inc. | Sold out | 0.00% | −0.15 |
| SRLN SS Blackstone Sr Loan ETF | Sold out | 0.00% | −0.15 |
| ES Eversource Energy | Sold out | 0.00% | −0.14 |
| RF Regions Financial Corp. | Sold out | 0.00% | −0.14 |
Portfolio Buys Q2 2025 → Q3 2025
| SGOV iShares 0-3 Month Treasury B | New | 1.50% | +1.50 |
| JEPI JPMorgan Equity Premium Inco | Add +120.1% | 8.57% | +1.48 |
| IVV iShares Core S&P 500 ETF | Add +306.1% | 2.54% | +1.48 |
| HMOP Hartford Municipal Opp ETF | Add +332.2% | 2.20% | +1.28 |
| IWF iShares Russell 1000 Growth | New | 0.81% | +0.81 |
| CGXU Cap Group Intl Focus | Add +88.1% | 6.65% | +0.73 |
| SPY SS SPDR S&P 500 ETF Trust-US | Add +552.4% | 0.88% | +0.65 |
| WMT Walmart Inc. | Add +248.7% | 1.02% | +0.51 |
| GOOG Alphabet Inc. Class C | Add +519.0% | 0.58% | +0.46 |
| DGRO iShares Core Dividend Growth | Add +360.7% | 0.73% | +0.46 |
| PANW Palo Alto Networks Inc. | Add +360.9% | 0.72% | +0.43 |
| GEV GE Vernova Inc. | Add +429.1% | 0.57% | +0.40 |
| NOW ServiceNow Inc. | Add +504.9% | 0.58% | +0.38 |
| QQQM Invesco Nasdaq 100 ETF | Add +74.8% | 9.65% | +0.37 |
| JPST JPMorgan Ultra-Short Income | New | 0.35% | +0.35 |
| QQQ Invesco QQQ Trust Series 1 | New | 0.35% | +0.35 |
| LLY Eli Lilly & Co. | Add +427.9% | 0.54% | +0.35 |
| NLR Vaneck Urani & Nuclr ETF-Usd | New | 0.32% | +0.32 |
| APH Amphenol Corp. Class A | Add +333.8% | 0.45% | +0.30 |
| ONEQ Fidelity Nasdaq Comp Indx | New | 0.30% | +0.30 |
| SYK Stryker Corp. | New | 0.29% | +0.29 |
| ETN Eaton Corp. PLC | Add +223.8% | 0.58% | +0.27 |
| BLK BlackRock Inc. | Add +275.8% | 0.47% | +0.26 |
| ADI Analog Devices Inc. | Add +443.7% | 0.39% | +0.26 |
| JNJ Johnson & Johnson | New | 0.25% | +0.25 |
| BRK.A Berkshire Hathaway Inc. Class A | New | 0.24% | +0.24 |
| LRGF iShares US Equity Factor ETF | New | 0.24% | +0.24 |
| DIA SS SPDR Dow Jones Indus Avg | New | 0.24% | +0.24 |
| XLB SS Materials Select Sector | Add +389.0% | 0.37% | +0.23 |
| GILD Gilead Sciences Inc. | New | 0.23% | +0.23 |
| VOOG Vanguard S&P 500 Growth ETF | New | 0.21% | +0.21 |
| EQIX Equinix Inc. | New | 0.21% | +0.21 |
| IQV Iqvia Holdings Inc. | New | 0.21% | +0.21 |
| MUB iShares National Muni Bond E | New | 0.21% | +0.21 |
| V Visa Inc. Class A | Add +134.2% | 1.10% | +0.21 |
| KO The Coca-Cola Co. | Add +174.4% | 0.70% | +0.20 |
| ABBV Abbvie Inc. | Add +128.4% | 0.55% | +0.20 |
| VGT Vanguard Info Tech ETF | New | 0.19% | +0.19 |
| LOW Lowe's Cos Inc. | New | 0.16% | +0.16 |
| XLE SS Energy Select Sector | Add +145.4% | 0.53% | +0.15 |
| IJH iShares Core S&P Midcap ETF | Add +80.8% | 4.01% | +0.15 |
| AVGO Broadcom Inc. | Add +113.0% | 0.54% | +0.15 |
| C Citigroup Inc. | Add +190.3% | 0.31% | +0.15 |
| TMO Thermo Fisher Scientific Inc. | Add +199.2% | 0.30% | +0.15 |
| VIG Vanguard Dividend Apprec ETF | New | 0.13% | +0.13 |
| PEP Pepsico Inc. | New | 0.13% | +0.13 |
| NFLX Netflix Inc. | New | 0.13% | +0.13 |
| CRM Salesforce Inc. | Add +234.8% | 0.34% | +0.13 |
| UBER Uber Technologies Inc. | Add +119.8% | 0.57% | +0.12 |
| IVE iShares S&P 500 Value ETF | Add +107.4% | 0.69% | +0.11 |
All Filings
| Quarter | Positions | 13F Reported Value | Top Holdings |
|---|---|---|---|
| Q2 2026 | 195 | $424.8M | IVW, QQQM, JEPI, CGXU, AAPL |
| Q1 2026 | 196 | $356.9M | IVW, JEPI, QQQM, CGXU, AAPL |
| Q4 2025 | 187 | $349.0M | IVW, QQQM, JEPI, CGXU, AAPL |
| Q3 2025 | 130 | $311.9M | IVW, QQQM, JEPI, CGXU, AAPL |
| Q2 2025 | 140 | $170.5M | IVW, QQQM, JEPI, CGXU, AAPL |
| Q1 2025 | 174 | $292.2M | IVW, JEPI, QQQM, CGXU, AAPL |
| Q4 2024 | 128 | $151.3M | IVW, QQQM, JEPI, AAPL, CGXU |
| Q3 2024 | 173 | $280.7M | IVW, QQQM, JEPI, CGXU, AAPL |
| Q2 2024 | 164 | $254.0M | IVW, QQQM, JEPI, CGXU, AAPL |
| Q1 2024 | 171 | $216.5M | IVW, CGXU, QQQM, IJH, AAPL |