Holland Advisory Services, Inc. — 13F Holdings & Portfolio
CIK 1890183 · latest 13F-HR filed 2026-04-07
Holland Advisory Services, Inc. manages $74.6M in 13F-reported U.S. long-equity assets across 47 reported positions as of its 2026-03-31 13F-HR filing. Its largest disclosed positions are IVV (28.80%), IJH (23.95%), IJR (13.22%). Quarter over quarter (versus its 2025-12-31 filing) the fund opened 4 new positions, exited 2, added to 13, and trimmed 14.
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.
$74.6M
Long-equity book
47
Distinct positions
2026-03-31
Filed 2026-04-07
+4 / −2 / ↑13 / ↓14
vs 2025-12-31
| Name | Title / Status | Ownership | Type |
|---|
Top Adds (vs prior quarter)
- EXXON MOBIL CORP$242.1K +41.0%
- CHEVRON CORPORATION$143.2K +35.8%
- CATERPILLAR INC$117.4K +23.7%
- DELL TECHNOLOGIES INC$110.0K +31.0%
- JOHNSON & JOHNSON$107.6K +22.1%
Top Trims
- MICROSOFT CORP-$375.7K -23.4%
- BROWN & BROWN INC-$143.9K -25.6%
- APPLE INC-$137.7K -6.6%
- ISHARES TR-$77.4K -6.4%
- INTERNATIONAL BUSINESS MACHS-$61.5K -17.8%
New Positions
- FIDELITY WISE ORIGIN BITCOIN$1.0M
- TRAVELERS COMPANIES INC$250.8K
- RIO TINTO PLC$215.4K
- INVESCO QQQ TR$205.0K
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 | ISHARES TR | IVV | 464287200 | $21.5M | 28.80% | 32,907 | SH |
| 2 | ISHARES TR | IJH | 464287507 | $17.9M | 23.95% | 264,692 | SH |
| 3 | ISHARES TR | IJR | 464287804 | $9.9M | 13.22% | 79,384 | SH |
| 4 | VANGUARD INDEX FDS | VTI | 922908769 | $2.5M | 3.30% | 7,686 | SH |
| 5 | APPLE INC | AAPL | 037833100 | $1.9M | 2.60% | 7,652 | SH |
| 6 | MICROSOFT CORP | MSFT | 594918104 | $1.2M | 1.65% | 3,322 | SH |
| 7 | PHILIP MORRIS INTL INC | PM | 718172109 | $1.2M | 1.54% | 6,972 | SH |
| 8 | JPMORGAN CHASE & CO | JPM | 46625H100 | $1.1M | 1.52% | 3,862 | SH |
| 9 | ISHARES TR | IWP | 464287481 | $1.1M | 1.51% | 8,825 | SH |
| 10 | FIDELITY WISE ORIGIN BITCOIN | FBTC | 315948109 | $1.0M | 1.35% | 17,060 | SH |
| 11 | ISHARES TR | IEFA | 46432F842 | $988.9K | 1.32% | 10,923 | SH |
| 12 | WALMART INC | WMT | 931142103 | $869.1K | 1.16% | 6,993 | SH |
| 13 | EXXON MOBIL CORP | XOM | 30231G102 | $832.7K | 1.12% | 4,908 | SH |
| 14 | MCDONALDS CORP | MCD | 580135101 | $775.6K | 1.04% | 2,496 | SH |
| 15 | CATERPILLAR INC | CAT | 149123101 | $612.6K | 0.82% | 865 | SH |
| 16 | JOHNSON & JOHNSON | JNJ | 478160104 | $593.7K | 0.80% | 2,429 | SH |
| 17 | VANGUARD INDEX FDS | VTV | 922908744 | $576.0K | 0.77% | 2,936 | SH |
| 18 | CHEVRON CORPORATION | CVX | 166764100 | $543.5K | 0.73% | 2,627 | SH |
| 19 | PROCTER & GAMBLE CO | PG | 742718109 | $540.3K | 0.72% | 3,740 | SH |
| 20 | AMGEN INC | AMGN | 031162100 | $518.1K | 0.69% | 1,472 | SH |
| 21 | ALTRIA GROUP INC | MO | 02209S103 | $508.8K | 0.68% | 7,710 | SH |
| 22 | DELL TECHNOLOGIES INC | DELL | 24703L202 | $465.1K | 0.62% | 2,834 | SH |
| 23 | ISHARES TR | IVW | 464287309 | $462.9K | 0.62% | 4,093 | SH |
| 24 | MONDELEZ INTL INC | MDLZ | 609207105 | $444.3K | 0.60% | 7,708 | SH |
| 25 | BROWN & BROWN INC | BRO | 115236101 | $419.1K | 0.56% | 6,427 | SH |
| 26 | ISHARES TR | IWS | 464287473 | $407.6K | 0.55% | 2,797 | SH |
| 27 | VANGUARD SPECIALIZED FUNDS | VIG | 921908844 | $382.8K | 0.51% | 1,780 | SH |
| 28 | HUBBELL INC | HUBB | 443510607 | $376.3K | 0.50% | 767 | SH |
| 29 | NVIDIA CORPORATION | NVDA | 67066G104 | $351.8K | 0.47% | 2,017 | SH |
| 30 | CISCO SYS INC | CSCO | 17275R102 | $333.5K | 0.45% | 4,298 | SH |
| 31 | ISHARES TR | IWO | 464287648 | $316.2K | 0.42% | 1,008 | SH |
| 32 | SELECT SECTOR SPDR TR | XLF | 81369Y605 | $314.5K | 0.42% | 6,370 | SH |
| 33 | VANGUARD INDEX FDS | VBR | 922908611 | $308.5K | 0.41% | 1,420 | SH |
| 34 | PINNACLE WEST CAP CORP | PNW | 723484101 | $299.8K | 0.40% | 2,976 | SH |
| 35 | INTERNATIONAL BUSINESS MACHS | IBM | 459200101 | $285.0K | 0.38% | 1,176 | SH |
| 36 | MERCK & CO INC | MRK | 58933Y105 | $283.9K | 0.38% | 2,360 | SH |
| 37 | CARNIVAL CORP | CCL | 143658300 | $270.1K | 0.36% | 10,437 | SH |
| 38 | TRAVELERS COMPANIES INC | TRV | 89417E109 | $250.8K | 0.34% | 860 | SH |
| 39 | VISA INC | V | 92826C839 | $249.2K | 0.33% | 825 | SH |
| 40 | DISNEY WALT CO | DIS | 254687106 | $240.3K | 0.32% | 2,494 | SH |
| 41 | 3M CO | MMM | 88579Y101 | $230.3K | 0.31% | 1,586 | SH |
| 42 | SOUTHERN CO | SO | 842587107 | $229.8K | 0.31% | 2,381 | SH |
| 43 | ISHARES TR | IJJ | 464287705 | $215.4K | 0.29% | 1,626 | SH |
| 44 | RIO TINTO PLC | RIO | 767204100 | $215.4K | 0.29% | 2,309 | SH |
| 45 | BANK AMERICA CORP | BAC | 060505104 | $214.9K | 0.29% | 4,407 | SH |
| 46 | COMCAST CORP NEW | CMCSA | 20030N101 | $212.8K | 0.29% | 7,411 | SH |
| 47 | INVESCO QQQ TR | QQQ | 46090E103 | $205.0K | 0.27% | 355 | SH |
| Period | Filed | AUM | Holdings | Accession |
|---|---|---|---|---|
| 2026-03-31 | 2026-04-07 | $74.6M | 47 | 0001890183-26-000002 |
| 2025-12-31 | 2026-01-12 | $74.1M | 45 | 0001890183-26-000001 |