Holland Advisory Services, Inc.
Sector Allocation
- Other81.3%$77.8M
- Technology6.9%$6.6M
- Consumer Staples3.6%$3.5M
- Financials2.5%$2.3M
- Healthcare1.9%$1.8M
- Energy1.4%$1.3M
- Industrials1.2%$1.1M
- Consumer Discretionary0.6%$545,604
- Utilities0.3%$277,724
- Communication Services0.3%$264,072
AUM History
13fpro.ai/research/fund/holland-advisory-services-inc-1890183
Conviction and streaks
Stable · top 10 = 79.0%From the fund's last 12 quarters of 13F filings: positions held longest at size, and names it added to or trimmed several quarters running.
Largest positions — Q3 2026
- ISHARES$22.8M
- ISHARES$19.1M
- ISHARES$10.6M
- FIDELITY$7.1M
- FIRST$6.0M
- VANGUARD$2.8M
AAPL
$2.1M- FIDELITY$2.1M
MSFT
$1.6M- VANECK$1.3M
PM
$1.3MDELL
$1.3MJPM
$1.1M- ISHARES$1.1M
- ISHARES$1.1M
CAT
$936KXOM.R34088
$799KWMT
$703KJNJ
$623K- VANGUARD$607K
Top 20 stock positions. Options are left out: 13F reports them at the underlying's value.
13fpro.ai/research/fund/holland-advisory-services-inc-1890183
Holland Advisory Services, Inc. 13F holdings — Q3 2026
$95.6M portfolio (+5.6% QoQ) · 50 holdings · Q3 2026 13F · top 10 are 79% of the stock portfolio
- 1
ISHARES TR - CORE S&P500 ETF
$22.8M
23.8% of stocks
-5%This quarter—Since Q-end—HeldAIQuality—Est. buy— - 2
ISHARES TR - CORE S&P MCP ETF
$19.1M
19.9% of stocks
+0.8%This quarter—Since Q-end—HeldAIQuality—Est. buy— - 3
ISHARES TR - CORE S&P SCP ETF
$10.6M
11.1% of stocks
+2%This quarter—Since Q-end—HeldAIQuality—Est. buy— - 4
FIDELITY COVINGTON TRUST - INT VL FCT ETF
$7.1M
7.4% of stocks
+1%This quarter—Since Q-end—HeldAIQuality—Est. buy— - 5
FIRST TR EXCHNG TRADED FD VI - FT LADD BUFF ETF
$6.0M
6.3% of stocks
NewThis quarter—Since Q-endNew this quarterHeldAIQuality—Est. buy— - 6
VANGUARD INDEX FDS - MRNGSTR TTL STK
$2.8M
3.0% of stocks
-0.2%This quarter—Since Q-end—HeldAIQuality—Est. buy— $2.1M
2.2% of stocks
-15%This quarter+3.3%Since Q-end7+ qtrsHeld- 8
FIDELITY COVINGTON TRUST - ENH MID COR ETF
$2.1M
2.2% of stocks
NewThis quarter—Since Q-endNew this quarterHeldAIQuality—Est. buy— $1.6M
1.7% of stocks
-3%This quarter+3.8%Since Q-end7+ qtrsHeld- 10
VANECK ETF TRUST - SEMICONDUCTR ETF
$1.3M
1.4% of stocks
+17%This quarter—Since Q-end—HeldAIQuality—Est. buy—
| # | Company | Value | Weight | This quarter | Since Q-end | Held | AI quality | Est. buy | |
|---|---|---|---|---|---|---|---|---|---|
| 1 | ISHARES TR - CORE S&P500 ETF | $22.8M | 23.8% | -5% | — | — | — | — | |
| 2 | ISHARES TR - CORE S&P MCP ETF | $19.1M | 19.9% | +0.8% | — | — | — | — | |
| 3 | ISHARES TR - CORE S&P SCP ETF | $10.6M | 11.1% | +2% | — | — | — | — | |
| 4 | FIDELITY COVINGTON TRUST - INT VL FCT ETF | $7.1M | 7.4% | +1% | — | — | — | — | |
| 5 | FIRST TR EXCHNG TRADED FD VI - FT LADD BUFF ETF | $6.0M | 6.3% | New | — | New this quarter | — | — | |
| 6 | VANGUARD INDEX FDS - MRNGSTR TTL STK | $2.8M | 3.0% | -0.2% | — | — | — | — | |
| 7 | $2.1M | 2.2% | -15% | +3.3% | 7+ qtrsTrimmed 2 qtrs in a row | 75.7#88 | Estimated buy price is Pro: unlock with a free trial | ||
| 8 | FIDELITY COVINGTON TRUST - ENH MID COR ETF | $2.1M | 2.2% | New | — | New this quarter | — | — | |
| 9 | $1.6M | 1.7% | -3% | +3.8% | 7+ qtrs | 79.8#30 | Estimated buy price is Pro: unlock with a free trial | ||
| 10 | VANECK ETF TRUST - SEMICONDUCTR ETF | $1.3M | 1.4% | +17% | — | — | — | — |
All holdings — Holland Advisory Services, Inc. (Q3 2026)
50 disclosed positions from the Form 13F-HR on SEC EDGAR, with quarter-over-quarter share changes. Largest by value first; the ten above are not repeated.
| # | Company | Held | Source | |||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 11 | Philip Morris International Inc. | Consumer Staples | $1.3M | 1.3% | 6,714 | +0.0% | 7+ qtrs | 75.4 | 13F | |
| 12 | Dell Technologies Inc. | Technology | $1.3M | 1.3% | 2,324 | -15% | 7+ qtrsTrimmed 2 qtrs in a row | 71.2 | 13F | |
| 13 | JPMORGAN CHASE & CO | Financials | $1.1M | 1.2% | 3,423 | -7% | 7+ qtrsTrimmed 2 qtrs in a row | 71.8 | 13F | |
| 14 | — | ISHARES TR - RUS MD CP GR ETFetf/fund | — | $1.1M | 1.1% | 8,012 | -0.4% | — | — | 13F |
| 15 | — | ISHARES TR - CORE MSCI EAFEetf/fund | — | $1.1M | 1.1% | 11K | -0.1% | — | — | 13F |
| 16 | CATERPILLAR INC | Industrials | $936K | 1.0% | 1,154 | +33% | 7+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 17 | EXXON MOBIL CORP | Energy | $799K | 0.8% | 4,908 | -0.7% | 7+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 18 | Walmart Inc. | Consumer Staples | $703K | 0.7% | 6,765 | -1% | 7+ qtrsTrimmed 2 qtrs in a row | AI quality score is Pro: unlock with a free trial | 13F | |
| 19 | JOHNSON & JOHNSON | Healthcare | $623K | 0.7% | 2,354 | -3% | 7+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 20 | — | VANGUARD INDEX FDS - MRNGSTR VAL ETFetf/fund | — | $607K | 0.6% | 2,811 | +0.1% | — | — | 13F |
| 21 | AMGEN INC | Healthcare | $573K | 0.6% | 1,360 | +0.4% | 7+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 22 | PROCTER & GAMBLE Co | Consumer Staples | $547K | 0.6% | 3,762 | +0.5% | 7+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 23 | MCDONALDS CORP | Consumer Discretionary | $546K | 0.6% | 2,363 | -6% | 7+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 24 | CHEVRON CORP | Energy | $537K | 0.6% | 2,627 | -2% | 7+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 25 | — | ISHARES TR - S&P 500 GRWT ETFetf/fund | — | $535K | 0.6% | 3,759 | +0.1% | — | — | 13F |
| 26 | $MO | ALTRIA GROUP, INC. | Consumer Staples | $519K | 0.5% | 7,710 | — | |||
| 27 | $MDLZ | Mondelez International, Inc. | Consumer Staples | $439K | 0.5% | 7,589 | -2% | |||
| 28 | — | ISHARES TR - RUS MDCP VAL ETF | — | $433K | 0.5% | 2,692 | +0.3% | |||
| 29 | $CSCO | CISCO SYSTEMS, INC. | Technology | $406K | 0.4% | 3,769 | -7% | |||
| 30 | $NVDA | NVIDIA CORP | Technology | $389K | 0.4% | 1,701 | -48% | |||
| 31 | $BRO | BROWN & BROWN, INC. | Financials | $383K | 0.4% | 6,285 | -2% | |||
| 32 | — | VANGUARD SPECIALIZED FUNDS - DIV APP ETF | — | $350K | 0.4% | 1,500 | — | |||
| 33 | $HUBB | HUBBELL INC | Technology | $348K | 0.4% | 767 | — | |||
| 34 | $MRK | Merck & Co., Inc. | Healthcare | $345K | 0.4% | 2,372 | +0.5% | |||
| 35 | — | SELECT SECTOR SPDR TR - ST STR FINL ETF | — | $340K | 0.4% | 6,370 | — | |||
| 36 | — | VANGUARD INDEX FDS - MRNGSTR SML CP V | — | $329K | 0.3% | 1,425 | +0.2% | |||
| 37 | — | ISHARES TR - RUS 2000 GRW ETF | — | $323K | 0.3% | 906 | +0.1% | |||
| 38 | $TRV | TRAVELERS COMPANIES, INC. | Financials | $307K | 0.3% | 860 | — | |||
| 39 | $V | VISA INC. | Financials | $291K | 0.3% | 810 | -11% | |||
| 40 | $PNW | PINNACLE WEST CAPITAL CORP | Utilities | $278K | 0.3% | 2,985 | +0.3% | |||
| 41 | $DIS | Walt Disney Co | Communication Services | $264K | 0.3% | 2,517 | +0.9% | |||
| 42 | $QQQ | INVESCO QQQ TRUST, SERIES 1 | — | $263K | 0.3% | 355 | — | |||
| 43 | $MMM | 3M CO | Healthcare | $255K | 0.3% | 1,551 | -2% | |||
| 44 | $INTC | INTEL CORP | Technology | $247K | 0.3% | 2,057 | — | |||
| 45 | $BAC | BANK OF AMERICA CORP /DE/ | Financials | $237K | 0.3% | 4,349 | -1% | |||
| 46 | — | ISHARES TR - S&P MC 400VL ETF | — | $224K | 0.2% | 1,627 | — | |||
| 47 | — | ISHARES TR - ISHARES SEMICDTR | — | $222K | 0.2% | 390 | — | |||
| 48 | $IBM | INTERNATIONAL BUSINESS MACHINES CORP | Technology | $220K | 0.2% | 1,001 | -2% | |||
| 49 | — | STATE STR SPDR DOW JONES IND - UT SER 1 | — | $219K | 0.2% | 431 | +0.2% | |||
| 50 | $CCL | Carnival Corp Ltd. | Industrials | $212K | 0.2% | 8,622 | -5% |
What changed in Q3 2026
Against the previous quarter's 13F: 2 new, 17 added to, 22 trimmed, 1 sold out. Share-count changes; largest moves by dollar size first.
New positions (2)
- FIRST TR EXCHNG TRADED FD VI - FT LADD BUFF ETF$6.0M
first bought this quarter
- FIDELITY COVINGTON TRUST - ENH MID COR ETF$2.1M
first bought this quarter
Added to (17)
now $936K · held 7+ qtrs
- VANECK ETF TRUST - SEMICONDUCTR ETF+17%
now $1.3M
- ISHARES TR - CORE S&P SCP ETF+2%
now $10.6M
- ISHARES TR - CORE S&P MCP ETF+0.8%
now $19.1M
- FIDELITY COVINGTON TRUST - INT VL FCT ETF+1%
now $7.1M
$PGPROCTER & GAMBLE Co+0.5%
now $547K · held 7+ qtrs
+11 more in the Excel export
Trimmed (22)
- ISHARES TR - CORE S&P500 ETF-5%
now $22.8M
now $2.1M · held 7+ qtrs, 2 trims in a row
$NVDANVIDIA CORP-48%
now $389K · held 7+ qtrs
now $1.3M · held 7+ qtrs, 2 trims in a row
now $1.1M · held 7+ qtrs, 2 trims in a row
now $1.6M · held 7+ qtrs
+16 more in the Excel export
Sold out (1)
$AMZNAMAZON COM INCwas $209K
held 1 qtr
Holdings by quarter
Every 13F Holland Advisory Services, Inc. has filed, 19 earlier quarters. Pick one to see what it held then.
Is it too late to follow Holland Advisory Services?
Holdings as of Sep 30, 2026 (SEC filing). Prices are closing prices as of Oct 26, 2026.
Average quality of Holland Advisory Services's top 20 holdings: 71/100 (our AI quality score, weighted by position size; 20 of the 20 are scored)
Top 10 since quarter-end
+0.6%
Value-weighted move of the 10 largest stock positions
Turnover
3%
Last quarter; 11% over the last 4
Top 10 weight
79%
Share of the stock portfolio in its 10 largest positions
Held 4+ quarters
96%
Share of portfolio value in positions held a year or more
Highest-quality names it owns(among its 100 largest positions)
The 8 highest-scoring companies in this portfolio are a Pro feature.
How these are measured
- Moves since the quarter-end and since the filing date use our own daily closing prices, from the close on (or just before) each date to the latest close.
- Turnover is the lesser of shares bought or sold in a quarter, valued at the quarter-end prices in the 13F, divided by the average of the two quarters' stock portfolio values.
- Quarters held and add/trim streaks count back only through quarters whose filed holdings add up to the filing's own cover-page total (back to Q1 2025 for this fund). A change counts as an add or a trim when the split-adjusted share count moves by more than 1%.
- Estimate, not the fund's reported cost. For each quarter in the current holding period in which the fund's share count rose (split-adjusted), we take that quarter's average daily close and weight it by the shares added; sales do not change an average cost. Quarters where the stock's price history and the 13F's own implied price disagree by more than 2x are left out.
- Put and call option rows report the value of the underlying shares, not a position the fund paid for, so they are left out of all of the above.
Portfolio Overview
Holland Advisory Services, Inc. disclosed 50 positions worth $95.6M in its Form 13F-HR for Q3 2026. During the quarter the fund opened 2 new positions and exited 1 and a full exit from $AMZN. The portfolio is most concentrated in Other (81.3% of disclosed assets). All figures are sourced directly from Holland Advisory Services, Inc.’s Form 13F-HR filing with the SEC under CIK 1890183.
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AI-Powered Hedge Fund Analysis: Holland Advisory Services, Inc.
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