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

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 Q2 2025 Q3 2025: $311.9M $311.9M Q3 2025 Q4 2025: $349.0M Q4 2025 Q1 2026: $356.9M Q1 2026 Q2 2026: $424.8M Q2 2026

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%
AXP American Express Co. 0.10% 967 $321K New
WEAV Weave Communications Inc. 0.10% 47,812 $319K New
FNF Fidelity National Financial 0.10% 5,215 $315K Add +26.2%
PG The Procter & Gamble Co. 0.10% 2,022 $311K Add +18.7%
IJT iShares S&P Small-Cap 600 GR 0.10% 2,180 $308K New
USMV iShares MSCI USA Min Vol Fac 0.10% 3,189 $303K New
VOO Vanguard S&P 500 ETF 0.10% 487 $298K Reduce -35.8%
NYF iShares New York Muni Bond E 0.09% 5,505 $294K New
VTV Vanguard Mrngstr Val ETF-Aui 0.09% 1,571 $293K New
AMGN Amgen Inc. 0.09% 1,027 $290K New
ORCL Oracle Corp. 0.09% 1,009 $284K New
UPS United Parcel Service Class B 0.09% 3,312 $277K Reduce -10.3%
IWD iShares Russell 1000 Value E 0.09% 1,348 $275K New
IONQ Ionq Inc. 0.09% 4,365 $268K New
ONON On Holding AG Class A filed as ON HLDG AG 0.08% 6,125 $259K Add +6.5%
VTI VG Morningstar TS MKT ETF-US 0.08% 782 $257K New
IJK iShares S&P Mid-Cap 400 Grow 0.08% 2,504 $240K New
LIN Linde PLC 0.08% 504 $239K New
ODC Oil-Dri Corp. of America 0.08% 3,854 $235K No change
ACWX iShares MSCI Acwi Ex US ETF 0.07% 3,533 $230K New
CVX Chevron Corp. 0.07% 1,415 $220K Reduce -35.1%
ITOT iShares Core S&P Total U.S. 0.07% 1,495 $218K New
OEF iShares S&P 100 ETF 0.07% 644 $214K New
AWK American Water Works Co. Inc. 0.07% 1,499 $209K New
XLK SS Technology Select Sector 0.07% 731 $206K New
VEU Vanguard Ftse All-World Ex-U 0.07% 2,879 $205K New
VHT Vanguard Health Care ETF 0.07% 790 $205K New
LAC Lithium Americas Corp. 0.05% 27,605 $158K New
LAR Lithium Argentina AG 0.03% 27,476 $92K New
PRPL Purple Innovation Inc. 0.00% 10,000 $9K No change

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

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