PFG Advisors — 13F Holdings & Portfolio
CIK 1694435 · latest 13F-HR filed 2026-10-16
PFG Advisors manages $1.96B in 13F-reported U.S. long-equity assets across 761 reported positions as of its 2026-09-30 13F-HR filing. Its largest disclosed positions are QQQ (2.74%), VUG (2.58%), AAPL (2.43%). Quarter over quarter (versus its 2026-06-30 filing) the fund opened 61 new positions and exited 91; 166 existing positions rose in reported value and 301 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.
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AUM
$1.96B
Long-equity book
Holdings
761
Distinct positions
Period
2026-09-30
Filed 2026-10-16
Q/Q Activity
+61 / −91 / ↑166 / ↓301
vs 2026-06-30
Portfolio charts
Latest quarter's book, what changed, and how the portfolio has evolved across filings.
Portfolio map
Q3 26QQQ2.7% · +6%VUG2.6% · -2%AAPL2.4% · -4%VTI2.3% · -2%SPYM2.0% · -5%NVDA2.0% · -2%MSFT1.8% · -0%FTEC1.6% · -0%VOO1.5% · -2%SCHD1.4% · +5%VIG1.4% · +3%VYM1.2% · +0%VXUS1.2% · +5%BND1.0% · +6%DFUS1.0% · +2%IVV0.9% · -0%AGG0.7% · +60%AMZN0.7% · -6%COST0.7% · +6%SCHG0.7% · +1%GOOG0.7% · -2%SPY0.7% · +4%SCHX0.7% · -0%AVGO0.7% · -15%RDVY0.6% · +1%DFAC0.6% · +1%SMH0.6% · -2%IUSB0.6% · +10%BRK.B0.6% · -3%VTV0.5% · +0%VTEB0.5% · +3%SPLB0.5% · +7%FBND0.5% · -5%CGDV0.5% · +0%VMBS0.5% · +1%DYNF0.5% · +5%GOOGL0.5% · -1%PYLD0.5% · +6%PTLC0.5% · +7%IUS0.5% · +7%VEU0.4% · -8%JPM0.4% · -17%IEF0.4% · +6%CGGR0.4% · +4%UCON0.4% · +28%SOXX0.4% · 0%IVW0.4% · +7%IEI0.4% · -9%CAT0.4% · -14%IVE0.4% · +4%V0.4% · newKLAC0.4% · -4%JNJ0.4% · -3%JIVE0.4% · -9%VIGI0.3% · +6%GEV0.3% · +1%GLD0.3% · +12%XMHQ0.3% · +7%EME0.3% · +2%GOVT0.3% · +9%
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 valueSectors from each company's SIC code; funds and ETFs grouped separately.
Biggest buys and sells
Q2 26 → Q3 26Estimated 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 quartersTotal reported 13F value (bars) and number of positions (line) each quarter. Value changes include market moves.
Top positions over time
reported valueThe eight largest current positions, valued at each quarter end.
Concentration
top 10 = 20.3%Cumulative share of the portfolio held in the largest N positions.
Firm Profile & Key People
As of the firm’s regulatory filing dated Mar 17, 2026.
Assets Under Management
$3.26B
Discretionary
$2.84B
Employees
112
Accounts
13,982
Address
3200 N. CENTRAL AVE
SUITE #200
PHOENIX, AZ 85012
SUITE #200
PHOENIX, AZ 85012
Phone
(800) 405-8850
| Name | Title / Status | Ownership | Type |
|---|---|---|---|
| JOLLY, JUSTIN, C Control | CHIEF COMPLIANCE OFFICER since Jul 2024 | Less than 5% | Individual |
| PRIOR, MICHAEL, THOMAS Control | CHIEF EXECUTIVE OFFICER since Oct 2014 | Less than 5% | Individual |
| PRIORITY FINANCIAL GROUP, LLC Control | SOLE MEMBER since Oct 2014 | 75% or more | Domestic Entity |
| MICHAEL THOMAS PRIOR AND JANETTE KOLEGA PRIOR FAMILY TRUST Control Indirect owner via PRIOR AND ASSOCIATES, LLC | OWNER since Sep 2021 | 75% or more | Domestic Entity |
| PRIOR AND ASSOCIATES, LLC Control Indirect owner via PRIORITY FINANCIAL GROUP, LLC | MEMBER since Oct 2021 | 75% or more | Domestic Entity |
| PRIOR, JANETTE, KOLEGA Control Indirect owner via MICHAEL THOMAS PRIOR AND JANETTE KOLEGA PRIOR FAMILY TRUST | TRUSTEE since Mar 2022 | 50–75% | Individual |
| PRIOR, MICHAEL, THOMAS Control Indirect owner via MICHAEL THOMAS PRIOR AND JANETTE KOLEGA PRIOR FAMILY TRUST | TRUSTEE since Mar 2022 | 50–75% | Individual |
Ownership & leadership changes · 17 filings with changes since Dec 19, 2014
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.
Jul 19, 2024 filing
- Listed againJOLLY, JUSTIN, C · CHIEF COMPLIANCE OFFICER · Less than 5% · control person
- ChangedPRIOR, MICHAEL, THOMAS · title CHIEF EXECUTIVE OFFICER & CCO (INTERIM) → CHIEF EXECUTIVE OFFICER
May 24, 2024 filing
- No longer listedMaloney, Maureen, Melodee · CHIEF COMPLIANCE OFFICER · Less than 5% · listed since Aug 2022
- ChangedPRIOR, MICHAEL, THOMAS · title CHIEF EXECUTIVE OFFICER → CHIEF EXECUTIVE OFFICER & CCO (INTERIM)
Sep 20, 2022 filing
- No longer listedWALKER, CHAD, A · CHIEF COMPLIANCE OFFICER · Less than 5% · control person · listed since Jul 2022
- AddedMaloney, Maureen, Melodee · CHIEF COMPLIANCE OFFICER · Less than 5%
Aug 11, 2022 filing
- No longer listedCUE FINANCIAL GROUP, INC. · MEMBER · 50–75% · indirect via PRIORITY FINANCIAL GROUP, LLC · control person · listed since Oct 2018
- No longer listedPRIOR, MICHAEL, THOMAS · MEMBER AND MANAGER · 75% or more · indirect via PRIOR AND ASSOCIATES, LLC · control person · listed since Sep 2021
- AddedMICHAEL THOMAS PRIOR AND JANETTE KOLEGA PRIOR FAMILY TRUST · OWNER · 75% or more · indirect via PRIOR AND ASSOCIATES, LLC · control person
- AddedPRIOR, JANETTE, KOLEGA · TRUSTEE · 50–75% · indirect via MICHAEL THOMAS PRIOR AND JANETTE KOLEGA PRIOR FAMILY TRUST · control person
- AddedPRIOR, MICHAEL, THOMAS · TRUSTEE · 50–75% · indirect via MICHAEL THOMAS PRIOR AND JANETTE KOLEGA PRIOR FAMILY TRUST · control person
- ChangedPRIOR AND ASSOCIATES, LLC · indirect via PRIORITY FINANCIAL GROUP, LLC: ownership 50–75% → 75% or more
Jul 22, 2022 filing
- No longer listedJOLLY, JUSTIN, C · CHIEF COMPLIANCE OFFICER · Less than 5% · control person · listed since Jan 2019
- AddedWALKER, CHAD, A · CHIEF COMPLIANCE OFFICER · Less than 5% · control person
Oct 13, 2021 filing
- No longer listedCUE ADVISORY SERVICES, INC. · OWNER · 50–75% · indirect via PRIORITY FINANCIAL GROUP · control person · listed since Oct 2018
- No longer listedPRIOR, MICHAEL, THOMAS · PRESIDENT/CEO · 50–75% · indirect via PRIORITY FINANCIAL GROUP · control person · listed since Jun 2012
- No longer listedPRIORITY FINANCIAL GROUP · SOLE MEMBER · 75% or more · control person · listed since Oct 2014
- AddedCUE FINANCIAL GROUP, INC. · MEMBER · 50–75% · indirect via PRIORITY FINANCIAL GROUP, LLC · control person
- AddedPRIOR AND ASSOCIATES, LLC · MEMBER · 50–75% · indirect via PRIORITY FINANCIAL GROUP, LLC · control person
- AddedPRIOR, MICHAEL, THOMAS · MEMBER AND MANAGER · 75% or more · indirect via PRIOR AND ASSOCIATES, LLC · control person
- AddedPRIORITY FINANCIAL GROUP, LLC · SOLE MEMBER · 75% or more · control person
Jun 27, 2019 filing
- No longer listedBAKER, SARA, L · VP-PROGRAM MANAGEMENT · Less than 5% · control person · listed since Mar 2015
Mar 28, 2019 filing
- No longer listedCULVER, GREGORY, HOWARD · CHIEF COMPLIANCE OFFICER · Less than 5% · control person · listed since Jan 2018
- AddedCUE ADVISORY SERVICES, INC. · OWNER · 50–75% · indirect via PRIORITY FINANCIAL GROUP · control person
- ChangedJOLLY, JUSTIN, C · title VP-COMPLIANCE → CHIEF COMPLIANCE OFFICER
- ChangedPRIOR, MICHAEL, THOMAS · indirect via PRIORITY FINANCIAL GROUP: ownership 75% or more → 50–75%
Feb 9, 2018 filing
- No longer listedNORWOOD, JAMES, PETER · PRESIDENT · Less than 5% · control person · listed since Jan 2016
- AddedCULVER, GREGORY, HOWARD · CHIEF COMPLIANCE OFFICER · Less than 5% · control person
- ChangedJOLLY, JUSTIN, C · title VP-COMPLIANCE; CHIEF COMPLIANCE OFFICER → VP-COMPLIANCE
Oct 17, 2017 filing
- AddedNORWOOD, JAMES, PETER · PRESIDENT · Less than 5% · control person
Older changes (8 more filings)
Jul 25, 2017 filing
- No longer listedSMITH, ELLIOTT, WAYNE · VP-COMPLIANCE; CHIEF COMPLIANCE OFFICER · Less than 5% · control person · listed since May 2017
- AddedBAKER, SARA, L · VP-PROGRAM MANAGEMENT · Less than 5% · control person
- ChangedJOLLY, JUSTIN, C · title VP-COMPLIANCE → VP-COMPLIANCE; CHIEF COMPLIANCE OFFICER
May 26, 2017 filing
- ChangedJOLLY, JUSTIN, C · title CHIEF COMPLIANCE OFFICER → VP-COMPLIANCE
- ChangedSMITH, ELLIOTT, WAYNE · title VP-COMPLIANCE → VP-COMPLIANCE; CHIEF COMPLIANCE OFFICER
Apr 25, 2017 filing
- AddedSMITH, ELLIOTT, WAYNE · VP-COMPLIANCE · Less than 5% · control person
Nov 28, 2016 filing
- No longer listedJOLLY, JUSTIN, C · MANAGING MEMBER · General partner, trustee or manager · indirect via PRIORITY FINANCIAL GROUP · control person · listed since Jun 2014
- No longer listedVAN DER WERP, STACY, MAE · CHIEF COMPLIANCE OFFICER · Less than 5% · control person · listed since Sep 2015
- Listed againJOLLY, JUSTIN, C · CHIEF COMPLIANCE OFFICER · Less than 5% · control person
Mar 25, 2016 filing
- AddedJOLLY, JUSTIN, C · MANAGING MEMBER · General partner, trustee or manager · indirect via PRIORITY FINANCIAL GROUP · control person
Sep 28, 2015 filing
- No longer listedJOLLY, JUSTIN, C · CHIEF COMPLIANCE OFFICER · Less than 5% · control person · listed since Oct 2014
- AddedPRIOR, MICHAEL, THOMAS · PRESIDENT/CEO · 75% or more · indirect via PRIORITY FINANCIAL GROUP · control person
- AddedVAN DER WERP, STACY, MAE · CHIEF COMPLIANCE OFFICER · Less than 5% · control person
Jan 20, 2015 filing
- ChangedPRIORITY FINANCIAL GROUP · title SHAREHOLDER → SOLE MEMBER
Dec 19, 2014 filing (earliest on record)
- ListedJOLLY, JUSTIN, C · CHIEF COMPLIANCE OFFICER · Less than 5% · control person
- ListedPRIOR, MICHAEL, THOMAS · CHIEF EXECUTIVE OFFICER · Less than 5% · control person
- ListedPRIORITY FINANCIAL GROUP · SHAREHOLDER · 75% or more · control person
Quarter-over-quarter changes
Changes in reported position value vs the prior 13F, so price moves count too, not just shares bought or sold.
Top Adds (vs prior quarter)
- MICROSOFT CORP$9.6M +37.3%
- ISHARES TR$5.0M +53.3%
- APPLE INC$4.8M +11.1%
- NVIDIA CORPORATION$4.2M +12.1%
- INVESCO QQQ TR$3.1M +6.0%
Top Trims
- NEXTPOWER INC-$6.2M -88.0%
- ISHARES TR-$5.6M -49.5%
- KLA CORP-$4.5M -38.1%
- CATERPILLAR INC-$4.1M -34.8%
- BROADCOM INC-$3.3M -20.6%
New Positions
- VISA INC$7.4M
- RTX CORPORATION$5.1M
- EXXONMOBIL HOLDINGS CORP$5.1M
- DFA INVT DIMENSIONS GROUP IN$4.7M
- DFA INVT DIMENSIONS GROUP IN$3.1M
Exited Positions
- DIMENSIONAL ETF TRUST$4.6M
- EXXON MOBIL CORP$4.5M
- PIMCO ETF TR$3.5M
- INNOVATOR ETFS TRUST$3.4M
- DIMENSIONAL ETF TRUST$3.3M
PFG Advisors 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 | INVESCO QQQ TR | QQQ | 46090E103 | $53.9M | 2.74% | 72,848 | SH |
| 2 | VANGUARD INDEX FDS | VUG | 922908736 | $50.7M | 2.58% | 562,678 | SH |
| 3 | APPLE INC | AAPL | 037833100 | $47.7M | 2.43% | 143,318 | SH |
| 4 | VANGUARD INDEX FDS | VTI | 922908769 | $45.4M | 2.31% | 121,233 | SH |
| 5 | SPDR SERIES TRUST | SPYM | 78464A854 | $39.5M | 2.01% | 439,874 | SH |
| 6 | NVIDIA CORPORATION | NVDA | 67066G104 | $38.8M | 1.98% | 169,973 | SH |
| 7 | MICROSOFT CORP | MSFT | 594918104 | $35.3M | 1.80% | 68,817 | SH |
| 8 | FIDELITY COVINGTON TRUST | FTEC | 316092808 | $30.8M | 1.57% | 102,774 | SH |
| 9 | VANGUARD INDEX FDS | VOO | 922908363 | $29.2M | 1.48% | 41,627 | SH |
| 10 | SCHWAB STRATEGIC TR | SCHD | 808524797 | $27.9M | 1.42% | 858,296 | SH |
| 11 | VANGUARD SPECIALIZED FUNDS | VIG | 921908844 | $27.8M | 1.41% | 119,117 | SH |
| 12 | VANGUARD WHITEHALL FDS | VYM | 921946406 | $24.5M | 1.25% | 157,641 | SH |
| 13 | VANGUARD STAR FDS | VXUS | 921909768 | $22.6M | 1.15% | 266,245 | SH |
| 14 | VANGUARD BD INDEX FDS | BND | 921937835 | $20.2M | 1.03% | 287,761 | SH |
| 15 | DIMENSIONAL ETF TRUST | DFUS | 25434V401 | $19.8M | 1.01% | 237,910 | SH |
| 16 | ISHARES TR | IVV | 464287200 | $17.5M | 0.89% | 22,802 | SH |
| 17 | ISHARES TR | AGG | 464287226 | $14.4M | 0.73% | 152,302 | SH |
| 18 | AMAZON COM INC | AMZN | 023135106 | $14.4M | 0.73% | 57,596 | SH |
| 19 | COSTCO WHOLESALE CORPORATION | COST | 22160K105 | $14.2M | 0.72% | 15,639 | SH |
| 20 | SCHWAB STRATEGIC TR | SCHG | 808524300 | $14.0M | 0.71% | 390,358 | SH |
| 21 | ALPHABET INC | GOOG | 02079K107 | $13.7M | 0.70% | 40,341 | SH |
| 22 | STATE STR SPDR S&P 500 ETF T | SPY | 78462F103 | $13.5M | 0.69% | 17,748 | SH |
| 23 | SCHWAB STRATEGIC TR | SCHX | 808524201 | $13.0M | 0.66% | 434,904 | SH |
| 24 | BROADCOM INC | AVGO | 11135F101 | $12.8M | 0.65% | 36,579 | SH |
| 25 | FIRST TR EXCHANGE TRADED FD | RDVY | 33738R506 | $12.7M | 0.65% | 162,545 | SH |
| 26 | DIMENSIONAL ETF TRUST | DFAC | 25434V708 | $11.9M | 0.60% | 267,165 | SH |
| 27 | VANECK ETF TRUST | SMH | 92189F676 | $11.5M | 0.58% | 18,853 | SH |
| 28 | ISHARES TR | IUSB | 46434V613 | $11.4M | 0.58% | 257,772 | SH |
| 29 | BERKSHIRE HATHAWAY INC DEL | BRK.B | 084670702 | $10.8M | 0.55% | 21,738 | SH |
| 30 | VANGUARD INDEX FDS | VTV | 922908744 | $10.7M | 0.55% | 49,604 | SH |
| 31 | VANGUARD MUN BD FDS | VTEB | 922907746 | $10.6M | 0.54% | 224,588 | SH |
| 32 | SPDR SERIES TRUST | SPLB | 78464A367 | $10.6M | 0.54% | 518,747 | SH |
| 33 | FIDELITY MERRIMACK STR TR | FBND | 316188309 | $10.5M | 0.53% | 242,025 | SH |
| 34 | CAPITAL GROUP DIVIDEND VALUE | CGDV | 14020W106 | $10.3M | 0.53% | 211,702 | SH |
| 35 | VANGUARD SCOTTSDALE FDS | VMBS | 92206C771 | $9.8M | 0.50% | 221,028 | SH |
| 36 | BLACKROCK ETF TRUST | DYNF | 09290C103 | $9.4M | 0.48% | 136,344 | SH |
| 37 | ALPHABET INC | GOOGL | 02079K305 | $9.2M | 0.47% | 26,860 | SH |
| 38 | PIMCO ETF TR | PYLD | 72201R585 | $9.1M | 0.46% | 358,551 | SH |
| 39 | PACER FDS TR | PTLC | 69374H105 | $9.1M | 0.46% | 152,160 | SH |
| 40 | INVESCO EXCH TRD SLF IDX FD | IUS | 46138J742 | $9.0M | 0.46% | 133,219 | SH |
| 41 | VANGUARD INTL EQUITY INDEX F | VEU | 922042775 | $8.6M | 0.44% | 103,549 | SH |
| 42 | JPMORGAN CHASE & CO | JPM | 46625H100 | $8.6M | 0.44% | 25,919 | SH |
| 43 | ISHARES TR | IEF | 464287440 | $8.4M | 0.43% | 93,923 | SH |
| 44 | CAPITAL GROUP GROWTH ETF | CGGR | 14020G101 | $8.3M | 0.42% | 174,780 | SH |
| 45 | FIRST TR EXCHNG TRADED FD VI | UCON | 33740F888 | $8.3M | 0.42% | 347,733 | SH |
| 46 | ISHARES TR | SOXX | 464287523 | $8.2M | 0.42% | 14,473 | SH |
| 47 | ISHARES TR | IVW | 464287309 | $7.9M | 0.40% | 55,613 | SH |
| 48 | ISHARES TR | IEI | 464288661 | $7.8M | 0.40% | 68,585 | SH |
| 49 | CATERPILLAR INC | CAT | 149123101 | $7.7M | 0.39% | 9,469 | SH |
| 50 | ISHARES TR | IVE | 464287408 | $7.6M | 0.39% | 33,440 | SH |
Filing History
| Period | Filed | AUM | Holdings | Accession |
|---|---|---|---|---|
| 2026-09-30 | 2026-10-16 | $1.96B | 761 | 0001694435-26-000005 |
| 2026-06-30 | 2026-07-16 | $1.98B | 791 | 0001694435-26-000003 |
| 2026-03-31 | 2026-05-05 | $2.05B | 788 | 0001694435-26-000002 |
| 2025-12-31 | 2026-01-27 | $2.06B | 767 | 0001694435-26-000001 |
Filer Information
Address
3200 N CENTRAL AVE.STE 200
PHOENIX, AZ 85012
Phone
(800) 405-8850
Filing Manager
PFG Advisors
Phoenix, AZ
Signatory
Justin Jolly
CCO