Diversify Advisory Services, LLC — 13F Holdings & Portfolio
CIK 2021232 · latest 13F-HR filed 2026-08-10
Diversify Advisory Services, LLC manages $5.98B in 13F-reported U.S. long-equity assets across 1,286 reported positions as of its 2026-06-30 13F-HR filing. Its largest disclosed positions are NVDA (4.04%), SPY (3.51%), SPYG (3.38%). Quarter over quarter (versus its 2026-03-31 filing) the fund opened 1,041 new positions and exited 7; 186 existing positions rose in reported value and 9 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
$5.98B
Long-equity book
Holdings
1,286
Distinct positions
Period
2026-06-30
Filed 2026-08-10
Q/Q Activity
+1041 / −7 / ↑186 / ↓9
vs 2026-03-31
Portfolio charts
Latest quarter's book, what changed, and how the portfolio has evolved across filings.
Portfolio map
Q2 26NVDA4.1% · +174%SPY3.5% · +71318%SPYG3.4% · newSPYV2.9% · newAAPL2.5% · +239%IVV1.6% · newSPDW1.5% · newVOO1.5% · +37354%AVGO1.4% · +187%AMZN1.3% · +234%VT1.3% · newMSFT1.2% · +381%META1.1% · +122%GOOG1.1% · +163%QQQ1.1% · +3763%GOOGL1.1% · +145%RSP1.0% · newMU1.0% · +109%AMD1.0% · +29%DFAU0.9% · newSRLN0.9% · newGLDM0.9% · newPANW0.8% · +242%TSM0.7% · +45%VWO0.7% · +17006%IJH0.7% · newVMBS0.7% · newVEA0.6% · +6337%SNOW0.6% · +41%SPHY0.5% · +3987%COST0.5% · +3442%USIG0.5% · newIUSB0.5% · newMRVL0.5% · +17%OPBK0.5% · newLRCX0.5% · +3680%NOW0.5% · +56%VGIT0.5% · newXLV0.5% · newIVW0.4% · newAFRM0.4% · +27%JPM0.4% · +1505%JNJ0.4% · +2962%DYNF0.4% · newPULS0.4% · newVTI0.4% · newIGV0.4% · newDFCF0.4% · newTSLA0.4% · +297%V0.4% · +611%SPSM0.4% · newCSCO0.3% · +317%ORCL0.3% · +94%LLY0.3% · +1770%JPST0.3% · newDFAI0.3% · newBUG0.3% · newIVE0.3% · newVZ0.3% · +2969%SOFI0.3% · +28%
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
Q1 26 → Q2 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
3 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 = 23.8%Cumulative share of the portfolio held in the largest N positions.
Firm Profile & Key People
As of the firm’s regulatory filing dated Sep 18, 2026.
Assets Under Management
$4.65B
Discretionary
$4.02B
Employees
206
Accounts
12,951
Address
10876 S RIVER FRONT PKWY
SUITE 600
SOUTH JORDAN, UT 84095
SUITE 600
SOUTH JORDAN, UT 84095
Phone
(801) 890-7577
| Name | Title / Status | Ownership | Type |
|---|---|---|---|
| ANDERSON, JASON Control | CCO since Mar 2024 | Less than 5% | Individual |
| ANDERSON, JOHN, BRADLEY Control | COO since Jul 2023 | Less than 5% | Individual |
| FALCON PARK CAPITAL, LLC Control | LIMITED LIABILITY COMPANY since Jul 2019 | 75% or more | Domestic Entity |
| SMITH, RYAN, OMER Control | PRESIDENT since Jan 2013 | 10–25% | Individual |
| Armstrong, Bryant | CFO since Jan 2024 | Less than 5% | Individual |
| WRIGLEY, DAVID, JAY | CHIEF INVESTMENT OFFICER since Jan 2024 | Less than 5% | Individual |
Ownership & leadership changes · 4 filings with changes since Aug 2, 2023
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 31, 2025 filing
- No longer listedPOWELL, JANICE, MARIE · CCO · Less than 5% · listed since Jul 2023
- AddedANDERSON, JASON · CCO · Less than 5% · control person
Mar 29, 2024 filing
- AddedWRIGLEY, DAVID, JAY · CHIEF INVESTMENT OFFICER · Less than 5%
Jan 18, 2024 filing
- No longer listedANJANAHARY CAPITAL, LLC · MEMBER · 25–50% · indirect via FALCON PARK CAPITAL, LLC · control person · listed since Jul 2019
- No longer listedATITLAN CAPITAL, LLC · MEMBER · 25–50% · indirect via FALCON PARK CAPITAL, LLC · control person · listed since Jul 2019
- No longer listedBENDIX, MICHAEL, ALLAN · CEO · 10–25% · control person · listed since Jan 2013
- No longer listedBENDIX, MICHAEL, ALLAN · MEMBER · 75% or more · indirect via SPRINGWOOD CAPITAL, LLC · control person · listed since Jul 2019
- No longer listedDANIEL J LUKE TRUSTEE, DANIEL J LUKE TRUST · MEMBER · 75% or more · indirect via ATITLAN CAPITAL, LLC · control person · listed since Jul 2019
- No longer listedLAGA, DAVID, RYAN · CFO & COO · 10–25% · control person · listed since Feb 2016
- No longer listedLAGA, DAVID, RYAN · MEMBER · 75% or more · indirect via MULTNOMAH CAPITAL, LLC · control person · listed since Jul 2019
- No longer listedLUKE, DANIEL, JAMES · PARTNER · 10–25% · control person · listed since Jan 2013
- No longer listedLUKE, DANIEL, JAMES · TRUSTEE · 75% or more · indirect via DANIEL J LUKE TRUSTEE, DANIEL J LUKE TRUST · control person · listed since Jul 2019
- No longer listedMULTNOMAH CAPITAL, LLC · MEMBER · 25–50% · indirect via FALCON PARK CAPITAL, LLC · control person · listed since Jul 2019
- No longer listedRYAN O SMITH TRUSTEE, R. OMER SMITH REV TRUST · MEMBER · 75% or more · indirect via ANJANAHARY CAPITAL, LLC · control person · listed since Jul 2019
- No longer listedSMITH, RYAN, OMER · TRUSTEE · 75% or more · indirect via RYAN O SMITH TRUSTEE, R. OMER SMITH REV TRUST · control person · listed since Jul 2019
- No longer listedSPRINGWOOD CAPITAL, LLC · MEMBER · 25–50% · indirect via FALCON PARK CAPITAL, LLC · control person · listed since Jul 2019
- AddedArmstrong, Bryant · CFO · Less than 5%
Aug 16, 2023 filing
- No longer listedFALCON PARK CAPITAL, LLC · LIMITED LIABILITY COMPANY · 75% or more · indirect via FALCON PARK CAPITAL, LLC · control person · listed since Jul 2019
- AddedANJANAHARY CAPITAL, LLC · MEMBER · 25–50% · indirect via FALCON PARK CAPITAL, LLC · control person
- AddedATITLAN CAPITAL, LLC · MEMBER · 25–50% · indirect via FALCON PARK CAPITAL, LLC · control person
- AddedBENDIX, MICHAEL, ALLAN · MEMBER · 75% or more · indirect via SPRINGWOOD CAPITAL, LLC · control person
- AddedDANIEL J LUKE TRUSTEE, DANIEL J LUKE TRUST · MEMBER · 75% or more · indirect via ATITLAN CAPITAL, LLC · control person
- AddedLAGA, DAVID, RYAN · MEMBER · 75% or more · indirect via MULTNOMAH CAPITAL, LLC · control person
- AddedLUKE, DANIEL, JAMES · TRUSTEE · 75% or more · indirect via DANIEL J LUKE TRUSTEE, DANIEL J LUKE TRUST · control person
- AddedMULTNOMAH CAPITAL, LLC · MEMBER · 25–50% · indirect via FALCON PARK CAPITAL, LLC · control person
- AddedRYAN O SMITH TRUSTEE, R. OMER SMITH REV TRUST · MEMBER · 75% or more · indirect via ANJANAHARY CAPITAL, LLC · control person
- AddedSMITH, RYAN, OMER · TRUSTEE · 75% or more · indirect via RYAN O SMITH TRUSTEE, R. OMER SMITH REV TRUST · control person
- AddedSPRINGWOOD CAPITAL, LLC · MEMBER · 25–50% · indirect via FALCON PARK CAPITAL, LLC · control person
Aug 2, 2023 filing (earliest on record)
- ListedANDERSON, JOHN, BRADLEY · COO · Less than 5% · control person
- ListedBENDIX, MICHAEL, ALLAN · CEO · 10–25% · control person
- ListedFALCON PARK CAPITAL, LLC · LIMITED LIABILITY COMPANY · 75% or more · control person
- ListedFALCON PARK CAPITAL, LLC · LIMITED LIABILITY COMPANY · 75% or more · indirect via FALCON PARK CAPITAL, LLC · control person
- ListedLAGA, DAVID, RYAN · CFO & COO · 10–25% · control person
- ListedLUKE, DANIEL, JAMES · PARTNER · 10–25% · control person
- ListedPOWELL, JANICE, MARIE · CCO · Less than 5%
- ListedSMITH, RYAN, OMER · PRESIDENT · 10–25% · 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)
- STATE STR SPDR S&P 500 ETF T$209.8M +74079.2%
- NVIDIA CORPORATION$148.1M +157.6%
- APPLE INC$115.5M +323.3%
- VANGUARD INDEX FDS$89.6M +38789.1%
- INVESCO QQQ TR$61.6M +3883.0%
Top Trims
- KENVUE INC-$446.9K -61.1%
- TRAVEL PLUS LEISURE CO-$323.3K -31.3%
- HOST HOTELS & RESORTS INC-$317.2K -18.0%
- ISHARES TR-$84.9K -26.8%
- FIDELITY COVINGTON TRUST-$64.2K -18.8%
New Positions
- SPDR SERIES TRUST$202.3M
- SPDR SERIES TRUST$175.4M
- ISHARES TR$95.3M
- SPDR INDEX SHS FDS$91.7M
- VANGUARD INTL EQUITY INDEX F$74.8M
Exited Positions
- DOW HLDGS INC$1.5M
- CLEARWAY ENERGY INC$1.3M
- SILA REALTY TRUST INC$1.2M
- WHIRLPOOL CORP$832.6K
- HONEYWELL INTL INC$445.5K
Diversify Advisory Services, LLC Holdings (2026-06-30)
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 | NVIDIA CORPORATION | NVDA | 67066G104 | $242.0M | 4.04% | 1,231,450 | SH |
| 2 | STATE STR SPDR S&P 500 ETF T | SPY | 78462F103 | $210.1M | 3.51% | 284,244 | SH |
| 3 | SPDR SERIES TRUST | SPYG | 78464A409 | $202.3M | 3.38% | 1,766,081 | SH |
| 4 | SPDR SERIES TRUST | SPYV | 78464A508 | $175.4M | 2.93% | 2,818,867 | SH |
| 5 | APPLE INC | AAPL | 037833100 | $151.3M | 2.53% | 449,050 | SH |
| 6 | ISHARES TR | IVV | 464287200 | $95.3M | 1.59% | 128,359 | SH |
| 7 | SPDR INDEX SHS FDS | SPDW | 78463X889 | $91.7M | 1.53% | 1,848,949 | SH |
| 8 | VANGUARD INDEX FDS | VOO | 922908363 | $89.8M | 1.50% | 132,212 | SH |
| 9 | BROADCOM INC | AVGO | 11135F101 | $83.7M | 1.40% | 218,358 | SH |
| 10 | AMAZON COM INC | AMZN | 023135106 | $79.5M | 1.33% | 343,596 | SH |
| 11 | VANGUARD INTL EQUITY INDEX F | VT | 922042742 | $74.8M | 1.25% | 484,457 | SH |
| 12 | MICROSOFT CORP | MSFT | 594918104 | $71.0M | 1.19% | 182,468 | SH |
| 13 | META PLATFORMS INC | META | 30303M102 | $63.6M | 1.06% | 107,048 | SH |
| 14 | ALPHABET INC | GOOG | 02079K107 | $63.3M | 1.06% | 193,772 | SH |
| 15 | INVESCO QQQ TR | QQQ | 46090E103 | $63.2M | 1.06% | 92,596 | SH |
| 16 | ALPHABET INC | GOOGL | 02079K305 | $63.0M | 1.05% | 192,787 | SH |
| 17 | INVESCO EXCHANGE TRADED FD T | RSP | 46137V357 | $61.9M | 1.03% | 287,437 | SH |
| 18 | MICRON TECHNOLOGY INC | MU | 595112103 | $61.0M | 1.02% | 67,768 | SH |
| 19 | ADVANCED MICRO DEVICES INC | AMD | 007903107 | $56.7M | 0.95% | 114,575 | SH |
| 20 | DIMENSIONAL ETF TRUST | DFAU | 25434V104 | $56.3M | 0.94% | 1,097,631 | SH |
| 21 | SSGA ACTIVE ETF TR | SRLN | 78467V608 | $54.9M | 0.92% | 1,360,178 | SH |
| 22 | WORLD GOLD TR | GLDM | 98149E303 | $51.3M | 0.86% | 634,699 | SH |
| 23 | PALO ALTO NETWORKS INC | PANW | 697435105 | $50.1M | 0.84% | 157,738 | SH |
| 24 | TAIWAN SEMICONDUCTOR MANUFAC | TSM | 874039100 | $43.9M | 0.73% | 109,964 | SH |
| 25 | VANGUARD INTL EQUITY INDEX F | VWO | 922042858 | $43.7M | 0.73% | 749,936 | SH |
| 26 | ISHARES TR | IJH | 464287507 | $41.7M | 0.70% | 549,247 | SH |
| 27 | VANGUARD SCOTTSDALE FDS | VMBS | 92206C771 | $40.2M | 0.67% | 867,745 | SH |
| 28 | VANGUARD TAX-MANAGED FDS | VEA | 921943858 | $35.4M | 0.59% | 506,314 | SH |
| 29 | SNOWFLAKE INC | SNOW | 833445109 | $33.5M | 0.56% | 122,737 | SH |
| 30 | SPDR SERIES TRUST | SPHY | 78468R606 | $31.9M | 0.53% | 1,374,361 | SH |
| 31 | COSTCO WHOLESALE CORPORATION | COST | 22160K105 | $31.2M | 0.52% | 32,762 | SH |
| 32 | ISHARES TR | USIG | 464288620 | $31.1M | 0.52% | 616,934 | SH |
| 33 | ISHARES TR | IUSB | 46434V613 | $30.7M | 0.51% | 673,999 | SH |
| 34 | MARVELL TECHNOLOGY INC | MRVL | 573874104 | $29.4M | 0.49% | 155,255 | SH |
| 35 | OP BANCORP | OPBK | 67109R109 | $28.7M | 0.48% | 1,847,777 | SH |
| 36 | LAM RESEARCH CORP | LRCX | 512807306 | $28.3M | 0.47% | 97,064 | SH |
| 37 | SERVICENOW INC | NOW | 81762P102 | $28.0M | 0.47% | 265,190 | SH |
| 38 | VANGUARD SCOTTSDALE FDS | VGIT | 92206C706 | $27.8M | 0.46% | 476,333 | SH |
| 39 | SELECT SECTOR SPDR TR | XLV | 81369Y209 | $27.7M | 0.46% | 169,666 | SH |
| 40 | ISHARES TR | IVW | 464287309 | $26.5M | 0.44% | 200,338 | SH |
| 41 | AFFIRM HLDGS INC | AFRM | 00827B106 | $26.0M | 0.43% | 355,854 | SH |
| 42 | JPMORGAN CHASE & CO | JPM | 46625H100 | $25.9M | 0.43% | 72,679 | SH |
| 43 | JOHNSON & JOHNSON | JNJ | 478160104 | $25.2M | 0.42% | 94,734 | SH |
| 44 | BLACKROCK ETF TRUST | DYNF | 09290C103 | $24.5M | 0.41% | 364,895 | SH |
| 45 | PGIM ETF TR | PULS | 69344A107 | $24.0M | 0.40% | 482,731 | SH |
| 46 | VANGUARD INDEX FDS | VTI | 922908769 | $23.4M | 0.39% | 64,154 | SH |
| 47 | ISHARES TR | IGV | 464287515 | $23.1M | 0.39% | 254,501 | SH |
| 48 | DIMENSIONAL ETF TRUST | DFCF | 25434V872 | $22.8M | 0.38% | 547,013 | SH |
| 49 | TESLA INC | TSLA | 88160R101 | $22.1M | 0.37% | 71,476 | SH |
| 50 | VISA INC | V | 92826C839 | $21.9M | 0.37% | 60,289 | SH |
Filing History
| Period | Filed | AUM | Holdings | Accession |
|---|---|---|---|---|
| 2026-06-30 | 2026-08-10 | $5.98B | 1,286 | 0002021232-26-000005 |
| 2026-03-31 | 2026-05-04 | $655.0M | 210 | 0002021232-26-000002 |
| 2025-12-31 | 2026-01-23 | $3.16B | 913 | 0002021232-26-000001 |
Filer Information
Address
9017 S. RIVERSIDE DR.SUITE 210
SANDY, UT 84070
Phone
(801) 838-9999
Filing Manager
Diversify Advisory Services, LLC
SANDY, UT
Signatory
Lupe Fungalei
Compliance Analyst