Holland Advisory Services, Inc. — 13F Holdings & Portfolio
CIK 1890183 · latest 13F-HR filed 2026-07-13
Holland Advisory Services, Inc. manages $90.5M in 13F-reported U.S. long-equity assets across 49 reported positions as of its 2026-06-30 13F-HR filing. Its largest disclosed positions are IVV (25.93%), IJH (22.39%), IJR (12.56%). Quarter over quarter (versus its 2026-03-31 filing) the fund opened 7 new positions, exited 5, added to 28, and trimmed 6.
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.
ORMOND BEACH, FL 32174
$90.5M
Long-equity book
49
Distinct positions
2026-06-30
Filed 2026-07-13
+7 / −5 / ↑28 / ↓6
vs 2026-03-31
| Name | Title / Status | Ownership | Type |
|---|
Top Adds (vs prior quarter)
- ISHARES TR$2.4M +13.4%
- ISHARES TR$2.0M +9.2%
- ISHARES TR$1.5M +15.2%
- DELL TECHNOLOGIES INC$713.2K +153.3%
- VANGUARD INDEX FDS$334.4K +13.6%
Top Trims
- EXXON MOBIL CORP-$156.6K -18.8%
- CHEVRON CORPORATION-$97.8K -18.0%
- MCDONALDS CORP-$93.5K -12.1%
- WALMART INC-$91.5K -10.5%
- VANGUARD SPECIALIZED FUNDS-$27.9K -7.3%
New Positions
- FIDELITY COVINGTON TRUST$7.1M
- VANECK ETF TRUST$1.2M
- INTEL CORP$287.2K
- CARNIVAL CORP LTD$258.1K
- ISHARES TR$249.9K
Exited Positions
- FIDELITY WISE ORIGIN BITCOIN$1.0M
- CARNIVAL CORP$270.1K
- SOUTHERN CO$229.8K
- RIO TINTO PLC$215.4K
- COMCAST CORP NEW$212.8K
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 | $23.5M | 25.93% | 31,353 | SH |
| 2 | ISHARES TR | IJH | 464287507 | $20.3M | 22.39% | 262,847 | SH |
| 3 | ISHARES TR | IJR | 464287804 | $11.4M | 12.56% | 76,654 | SH |
| 4 | FIDELITY COVINGTON TRUST | FIVA | 316092717 | $7.1M | 7.84% | 184,197 | SH |
| 5 | VANGUARD INDEX FDS | VTI | 922908769 | $2.8M | 3.09% | 7,567 | SH |
| 6 | APPLE INC | AAPL | 037833100 | $2.2M | 2.40% | 7,524 | SH |
| 7 | MICROSOFT CORP | MSFT | 594918104 | $1.2M | 1.36% | 3,302 | SH |
| 8 | VANECK ETF TRUST | SMH | 92189F676 | $1.2M | 1.36% | 1,876 | SH |
| 9 | PHILIP MORRIS INTL INC | PM | 718172109 | $1.2M | 1.34% | 6,711 | SH |
| 10 | JPMORGAN CHASE & CO | JPM | 46625H100 | $1.2M | 1.32% | 3,663 | SH |
| 11 | DELL TECHNOLOGIES INC | DELL | 24703L202 | $1.2M | 1.30% | 2,731 | SH |
| 12 | ISHARES TR | IWP | 464287481 | $1.2M | 1.30% | 8,044 | SH |
| 13 | ISHARES TR | IEFA | 46432F842 | $1.1M | 1.18% | 11,016 | SH |
| 14 | CATERPILLAR INC | CAT | 149123101 | $921.0K | 1.02% | 865 | SH |
| 15 | WALMART INC | WMT | 931142103 | $777.7K | 0.86% | 6,866 | SH |
| 16 | MCDONALDS CORP | MCD | 580135101 | $682.1K | 0.75% | 2,523 | SH |
| 17 | EXXON MOBIL CORP | XOM | 30231G102 | $676.1K | 0.75% | 4,945 | SH |
| 18 | NVIDIA CORPORATION | NVDA | 67066G104 | $650.8K | 0.72% | 3,252 | SH |
| 19 | JOHNSON & JOHNSON | JNJ | 478160104 | $617.2K | 0.68% | 2,430 | SH |
| 20 | VANGUARD INDEX FDS | VTV | 922908744 | $612.2K | 0.68% | 2,809 | SH |
| 21 | ALTRIA GROUP INC | MO | 02209S103 | $554.8K | 0.61% | 7,710 | SH |
| 22 | PROCTER & GAMBLE CO | PG | 742718109 | $548.7K | 0.61% | 3,742 | SH |
| 23 | ISHARES TR | IVW | 464287309 | $516.4K | 0.57% | 3,755 | SH |
| 24 | AMGEN INC | AMGN | 031162100 | $490.5K | 0.54% | 1,354 | SH |
| 25 | CISCO SYS INC | CSCO | 17275R102 | $477.6K | 0.53% | 4,066 | SH |
| 26 | MONDELEZ INTL INC | MDLZ | 609207105 | $446.7K | 0.49% | 7,723 | SH |
| 27 | CHEVRON CORPORATION | CVX | 166764100 | $445.8K | 0.49% | 2,689 | SH |
| 28 | ISHARES TR | IWS | 464287473 | $442.0K | 0.49% | 2,685 | SH |
| 29 | BROWN & BROWN INC | BRO | 115236101 | $413.3K | 0.46% | 6,442 | SH |
| 30 | HUBBELL INC | HUBB | 443510607 | $401.2K | 0.44% | 767 | SH |
| 31 | ISHARES TR | IWO | 464287648 | $356.4K | 0.39% | 905 | SH |
| 32 | VANGUARD SPECIALIZED FUNDS | VIG | 921908844 | $354.9K | 0.39% | 1,500 | SH |
| 33 | VANGUARD INDEX FDS | VBR | 922908611 | $345.6K | 0.38% | 1,422 | SH |
| 34 | SELECT SECTOR SPDR TR | XLF | 81369Y605 | $341.5K | 0.38% | 6,370 | SH |
| 35 | PINNACLE WEST CAP CORP | PNW | 723484101 | $318.4K | 0.35% | 2,976 | SH |
| 36 | VISA INC | V | 92826C839 | $310.7K | 0.34% | 906 | SH |
| 37 | MERCK & CO INC | MRK | 58933Y105 | $303.3K | 0.33% | 2,360 | SH |
| 38 | INTERNATIONAL BUSINESS MACHS | IBM | 459200101 | $288.1K | 0.32% | 1,025 | SH |
| 39 | INTEL CORP | INTC | 458140100 | $287.2K | 0.32% | 2,057 | SH |
| 40 | TRAVELERS COMPANIES INC | TRV | 89417E109 | $283.9K | 0.31% | 860 | SH |
| 41 | INVESCO QQQ TR | QQQ | 46090E103 | $261.6K | 0.29% | 355 | SH |
| 42 | CARNIVAL CORP LTD | CCL | G2004J103 | $258.1K | 0.29% | 9,036 | SH |
| 43 | 3M CO | MMM | 88579Y101 | $256.8K | 0.28% | 1,586 | SH |
| 44 | BANK OF AMER CORP | BAC | 060505104 | $251.3K | 0.28% | 4,411 | SH |
| 45 | ISHARES TR | SOXX | 464287523 | $249.9K | 0.28% | 390 | SH |
| 46 | ISHARES TR | IJJ | 464287705 | $240.3K | 0.27% | 1,627 | SH |
| 47 | DISNEY WALT CO | DIS | 254687106 | $240.0K | 0.27% | 2,494 | SH |
| 48 | STATE STR SPDR DOW JONES IND | DIA | 78467X109 | $224.4K | 0.25% | 430 | SH |
| 49 | AMAZON COM INC | AMZN | 023135106 | $208.8K | 0.23% | 876 | SH |
| Period | Filed | AUM | Holdings | Accession |
|---|---|---|---|---|
| 2026-06-30 | 2026-07-13 | $90.5M | 49 | 0001890183-26-000003 |
| 2026-03-31 | 2026-04-07 | $74.6M | 47 | 0001890183-26-000002 |
| 2025-12-31 | 2026-01-12 | $74.1M | 45 | 0001890183-26-000001 |