Top Institutional Investors

First Heartland Consultants, Inc. — 13F Holdings & Portfolio

CIK 1428793 · latest 13F-HR filed 2026-10-08

Backtest portfolio

First Heartland Consultants, Inc. manages $1.50B in 13F-reported U.S. long-equity assets across 593 reported positions as of its 2026-09-30 13F-HR filing. Its largest disclosed positions are SPYM (4.19%), ACIO (3.70%), QQQ (3.28%). Quarter over quarter (versus its 2026-06-30 filing) the fund opened 45 new positions and exited 42; 172 existing positions rose in reported value and 157 fell.

AUM is the long-equity portion reported on Form 13F-HR. Excludes short positions, cash, foreign holdings, and non-13F assets. For informational purposes only — not investment advice.

Loading holdings…
AUM
$1.50B

Long-equity book

Holdings
593

Distinct positions

Period
2026-09-30

Filed 2026-10-08

Q/Q Activity
+45 / −42 / ↑172 / ↓157

vs 2026-06-30

Portfolio charts

Latest quarter's book, what changed, and how the portfolio has evolved across filings.

Portfolio map

Q3 26
SPYM4.2% · +3%ACIO3.7% · +2%QQQ3.3% · +9%RDVY2.7% · +4%SPDW2.6% · +4%SPYG2.2% · +3%SPY2.1% · -3%DRSK2.0% · +3%SPYV2.0% · +4%FRDM1.5% · -5%IVW1.3% · -5%BSV1.3% · +12%IWM1.2% · +48%VOO1.2% · +5%VUG1.2% · -4%GRNY1.2% · -2%EEM1.1% · -7%NVDA1.1% · +5%VTI1.1% · +34%FTCB1.1% · -16%AAPL1.1% · -3%UCON1.0% · +12%VTV1.0% · -2%OSCV0.9% · +2%MTUM0.9% · +150%VEA0.9% · -3%FBCG0.9% · +73%PTRB0.9% · newAMZN0.8% · +1%IVV0.8% · -13%GRID0.8% · -10%DIA0.7% · -5%PSC0.7% · newQSPT0.7% · +5%SHY0.7% · +34%VXUS0.7% · +41%FESM0.7% · +12%DYNF0.6% · -1%BNDX0.6% · +7%QQQM0.6% · +22%FLGV0.6% · +4%SDVY0.6% · -1%GRNJ0.6% · -8%FMB0.6% · +12%MSFT0.6% · +5%CGDV0.5% · -58%COWZ0.5% · +6%BND0.5% · +25%SCIO0.5% · -26%IYW0.5% · -9%QCAP0.5% · -5%BIV0.5% · +9%ITOT0.5% · -5%SPMO0.5% · +30%TBIL0.5% · -3%XLK0.5% · -0%EUSA0.5% · -1%EELV0.4% · -9%IUSG0.4% · -2%KAUG0.4% · +7%

Box size = position value; colour = change in share count vs the prior quarter (green added, red trimmed, blue new). Rows split across managers or share classes are combined. Click a box for the stock.

Sector mix

% of 13F value

Sectors from each company's SIC code; funds and ETFs grouped separately.

Biggest buys and sells

Q2 26 → Q3 26

Estimated from the change in shares held × the quarter-end price, so price moves alone don't count as buying. New and exited positions are included.

13F assets and positions

4 quarters

Total reported 13F value (bars) and number of positions (line) each quarter. Value changes include market moves.

Top positions over time

reported value

The eight largest current positions, valued at each quarter end.

Concentration

top 10 = 26.1%

Cumulative share of the portfolio held in the largest N positions.

Firm Profile & Key People

As of the firm’s regulatory filing dated Jul 13, 2026.

Assets Under Management
$2.09B
Discretionary
$1.88B
Employees
96
Accounts
9,610
Address
4101 LAKE ST. LOUIS BLVD
LAKE ST. LOUIS, MO 63367
Phone
(636) 625-0900
Website
This firm reports 8 disclosure items on its registration.
Name Title / Status Ownership Type
CHRISTY, ZEONIA, MARIE ControlCHIEF COMPLIANCE OFFICER
since Oct 2004
Less than 5%Individual
HALL, BRANDON, WAYNE ControlCHIEF INFORMATION OFFICER
since Feb 2016
Less than 5%Individual
HOFF, DAVID, MICHAEL ControlCHIEF EXECUTIVE OFFICER/PRESIDENT
since Mar 1993
75% or moreIndividual
HOFF, SCOTT, M ControlCHIEF OPERATING OFFICER
since Jan 2020
Less than 5%Individual
JEHLE, JEANNE, ANN ControlCHIEF LEGAL OFFICER
since Nov 2006
Less than 5%Individual
Ownership & leadership changes · 3 filings with changes since Mar 23, 2012

From the firm’s regulatory filings, newest first. Dates are filing dates: a filing that no longer lists someone does not say when they left.

Mar 29, 2022 filing
  • AddedHALL, BRANDON, WAYNE · CHIEF INFORMATION OFFICER · Less than 5% · control person
  • AddedHOFF, SCOTT, M · CHIEF OPERATING OFFICER · Less than 5% · control person
  • ChangedCHRISTY, ZEONIA, MARIE · now a control person
  • ChangedHOFF, DAVID, MICHAEL · title PRESIDENT → CHIEF EXECUTIVE OFFICER/PRESIDENT
  • ChangedJEHLE, JEANNE, ANN · now a control person
Mar 23, 2015 filing
  • ChangedHOFF, DAVID, MICHAEL · ownership 50–75% → 75% or more
Jan 13, 2015 filing
  • No longer listedANDERSON, JULIUS, JOSEPH · VICE PRESIDENT · 50–75% · control person · listed since Mar 1993
Mar 23, 2012 filing (earliest on record)
  • ListedANDERSON, JULIUS, JOSEPH · VICE PRESIDENT · 50–75% · control person
  • ListedCHRISTY, ZEONIA, MARIE · CHIEF COMPLIANCE OFFICER · Less than 5%
  • ListedHOFF, DAVID, MICHAEL · PRESIDENT · 50–75% · control person
  • ListedJEHLE, JEANNE, ANN · CHIEF LEGAL OFFICER · Less than 5%

Quarter-over-quarter changes

Changes in reported position value vs the prior 13F, so price moves count too, not just shares bought or sold.

First Heartland Consultants, Inc. Holdings (2026-09-30)

Rows tagged Call or Put are options positions, not stock. Per SEC Form 13F-HR, Value shows the notional value of the underlying (shares covered × underlying price), not the option premium. Shares is the number of underlying shares covered (divide by 100 for contract count).

# Issuer Symbol CUSIP Value Weight Shares Type
1 SPDR SERIES TRUST SPYM 78464A854 $63.0M 4.19% 701,619 SH
2 ETF SER SOLUTIONS ACIO 26922A222 $55.7M 3.70% 1,186,632 SH
3 INVESCO QQQ TR QQQ 46090E103 $49.3M 3.28% 66,637 SH
4 FIRST TR EXCHANGE TRADED FD RDVY 33738R506 $40.0M 2.66% 510,462 SH
5 SPDR INDEX SHS FDS SPDW 78463X889 $38.7M 2.57% 769,786 SH
6 SPDR SERIES TRUST SPYG 78464A409 $32.6M 2.17% 264,876 SH
7 SPDR S&P 500 ETF TR SPY 78462F103 $31.2M 2.07% 40,894 SH
8 ETF SER SOLUTIONS DRSK 26922A388 $30.3M 2.01% 1,115,330 SH
9 SPDR SER TR SPYV 78464A508 $29.4M 1.95% 480,302 SH
10 EA SERIES TRUST FRDM 02072L607 $22.3M 1.49% 319,257 SH
11 ISHARES IVW 464287309 $19.6M 1.31% 138,011 SH
12 VANGUARD BD INDEX FD INC BSV 921937827 $19.6M 1.30% 256,380 SH
13 ISHARES TR IWM 464287655 $18.3M 1.22% 65,911 SH
14 VANGUARD INDEX FDS VOO 922908363 $18.1M 1.20% 25,838 SH
15 VANGUARD INDEX FDS VUG 922908736 $17.6M 1.17% 195,174 SH
16 TIDAL ETF TR GRNY 886364231 $17.5M 1.16% 628,342 SH
17 ISHARES TR EEM 464287234 $17.1M 1.14% 256,260 SH
18 NVIDIA CORP NVDA 67066G104 $16.9M 1.12% 73,844 SH
19 VANGUARD INDEX FDS VTI 922908769 $16.8M 1.11% 44,805 SH
20 FIRST TR EXCHANGE-TRADED FD FTCB 33738D788 $16.4M 1.09% 830,038 SH
21 APPLE INC AAPL 037833100 $16.3M 1.08% 48,857 SH
22 FIRST TR EXCHNG TRADED FD VI UCON 33740F888 $15.3M 1.02% 646,312 SH
23 VANGUARD INDEX FDS VTV 922908744 $14.6M 0.97% 67,572 SH
24 ETF SER SOLUTIONS OSCV 26922A446 $13.7M 0.91% 348,469 SH
25 ISHARES TR MTUM 46432F396 $13.5M 0.90% 42,697 SH
26 VANGUARD TAX MANAGED INTL FD VEA 921943858 $13.3M 0.89% 188,796 SH
27 FIDELITY BLUE CHIP GROWTH FBCG 316092352 $12.9M 0.86% 203,733 SH
28 PGIM ETF TR PTRB 69344A800 $12.8M 0.85% 324,767 SH
29 AMAZON COM INC AMZN 023135106 $11.8M 0.78% 47,226 SH
30 ISHARES IVV 464287200 $11.8M 0.78% 15,353 SH
31 FIRST TR EXCHANGE TRADED FD GRID 33737A108 $11.5M 0.76% 64,783 SH
32 SPDR DOW JONES INDL AVERAGE DIA 78467X109 $11.1M 0.74% 21,843 SH
33 PRINCIPAL EXCHANGE TRADED FD PSC 74255Y607 $10.4M 0.69% 156,599 SH
34 FIRST TR EXCHNG TRADED FD VI QSPT 33740U836 $10.3M 0.68% 281,441 SH
35 ISHARES TR SHY 464287457 $10.3M 0.68% 126,337 SH
36 VANGUARD STAR FD VXUS 921909768 $10.2M 0.67% 119,473 SH
37 FIDELITY COVINGTON TRUST FESM 31609A206 $9.9M 0.66% 219,296 SH
38 BLACKROCK ETF TRUST DYNF 09290C103 $9.7M 0.64% 139,404 SH
39 VANGUARD BD INDEX BNDX 92203J407 $9.5M 0.63% 202,683 SH
40 INVESCO EXCH TRADED FD TR II QQQM 46138G649 $9.5M 0.63% 31,092 SH
41 FRANKLIN TEMPLETON ETF TR FLGV 35473P488 $9.1M 0.60% 467,265 SH
42 FIRST TR EXCHANGE TRADED FD SDVY 33741X102 $8.7M 0.58% 214,874 SH
43 TIDAL TRUST III GRNJ 45259A258 $8.5M 0.57% 289,795 SH
44 FIRST TR EXCHANGE TRADED FD I FMB 33739N108 $8.5M 0.56% 177,140 SH
45 MICROSOFT CORP MSFT 594918104 $8.3M 0.55% 16,272 SH
46 CAPITAL GROUP DIVIDEND VALUE CGDV 14020W106 $8.2M 0.55% 168,033 SH
47 PACER FDS TR COWZ 69374H881 $8.0M 0.53% 119,526 SH
48 VANGUARD BD INDEX FD INC BND 921937835 $7.7M 0.51% 109,389 SH
49 FIRST TR EXCHANGE-TRADED FD SCIO 33738D770 $7.3M 0.49% 368,131 SH
50 ISHARES TR IYW 464287721 $7.2M 0.48% 27,157 SH
Filing History
Period Filed AUM Holdings Accession
2026-09-30 2026-10-08 $1.50B 593 0001214659-26-012670
2026-06-30 2026-07-08 $1.55B 589 0001214659-26-008353
2026-03-31 2026-04-08 $1.31B 523 0001214659-26-004432
2025-12-31 2026-01-09 $1.32B 533 0001214659-26-000326
Filer Information
Address
4101 LAKE ST. LOUIS BLVD.
LAKE ST. LOUIS, MO 63367
Phone
(636) 625-0900
Filing Manager
First Heartland Consultants, Inc.
LAKE ST. LOUIS, MO
Signatory
Andrew Walz
Compliance Analyst