Willis Investment Counsel
Sector Allocation
- Technology34.6%$681.6M
- Healthcare20.4%$402.4M
- Industrials10.2%$201.4M
- Financials8.7%$172.0M
- Consumer Discretionary7.7%$151.2M
- Energy7.0%$137.3M
- Consumer Staples4.2%$83.1M
- Utilities2.8%$55.0M
- Communication Services2.3%$45.3M
- Materials1.4%$27.7M
AUM History
13fpro.ai/research/fund/willis-investment-counsel-1310929
Conviction and streaks
Stable · top 10 = 27.5%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
CSCO
$78.6MJNJ
$69.0MMSFT
$63.7MTXN
$57.2MPAYX
$47.7MCB
$47.6MACN
$47.2MPFE
$45.3MFTNT
$44.5MXOM.R34088
$41.5MLMT
$41.2MKEYS
$37.0MMDT
$36.6MADP
$35.3MMRK
$34.6MAFL
$34.2MABT
$34.1MHD
$32.8MCOP
$32.0MAAPL
$29.4M
Top 20 stock positions. Options are left out: 13F reports them at the underlying's value.
13fpro.ai/research/fund/willis-investment-counsel-1310929
Willis Investment Counsel 13F holdings — Q3 2026
$2.0B portfolio (-6.1% QoQ) · 128 holdings · Q3 2026 13F · top 10 are 28% of the stock portfolio
$78.6M
4.0% of stocks
-17%This quarter+3.3%Since filed11+ qtrsHeld$69.0M
3.5% of stocks
-16%This quarter+2.7%Since filed11+ qtrsHeld$63.7M
3.2% of stocks
+3%This quarter+0.1%Since filed11+ qtrsHeld$57.2M
2.9% of stocks
-14%This quarter+7.3%Since filed11+ qtrsHeld$47.7M
2.4% of stocks
+4%This quarter+2.7%Since filed11+ qtrsHeld$47.6M
2.4% of stocks
-10%This quarter-0.3%Since filed11+ qtrsHeld$47.2M
2.4% of stocks
-3%This quarter+3.4%Since filed11+ qtrsHeld$45.3M
2.3% of stocks
-13%This quarter-1.1%Since filed11+ qtrsHeld$44.5M
2.3% of stocks
+8%This quarter+7.3%Since filed11+ qtrsHeldAIQualityAI quality score is Pro: unlock with a free trialEst. buyEstimated buy price is Pro: unlock with a free trialAdded 5 qtrs in a row$41.5M
2.1% of stocks
+3%This quarter—Since filed11+ qtrsHeldAIQualityAI quality score is Pro: unlock with a free trialEst. buyEstimated buy price is Pro: unlock with a free trialAdded 2 qtrs in a row
All holdings — Willis Investment Counsel (Q3 2026)
128 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 | LOCKHEED MARTIN CORP | Industrials | $41.2M | 2.1% | 81K | -16% | 11+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 12 | Keysight Technologies, Inc. | Technology | $37.0M | 1.9% | 102K | +7% | 11+ qtrsAdded 2 qtrs in a row | AI quality score is Pro: unlock with a free trial | 13F | |
| 13 | Medtronic plc | Healthcare | $36.6M | 1.9% | 424K | +2% | 11+ qtrsAdded 2 qtrs in a row | AI quality score is Pro: unlock with a free trial | 13F | |
| 14 | AUTOMATIC DATA PROCESSING INC | Technology | $35.3M | 1.8% | 137K | -8% | 11+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 15 | Merck & Co., Inc. | Healthcare | $34.6M | 1.8% | 238K | -24% | 11+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 16 | AFLAC INC | Financials | $34.2M | 1.7% | 306K | -6% | 11+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 17 | ABBOTT LABORATORIES | Healthcare | $34.1M | 1.7% | 345K | — | 6 qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 18 | HOME DEPOT, INC. | Consumer Discretionary | $32.8M | 1.7% | 115K | +2% | 11+ qtrsAdded 2 qtrs in a row | AI quality score is Pro: unlock with a free trial | 13F | |
| 19 | CONOCOPHILLIPS | Energy | $32.0M | 1.6% | 255K | -7% | 11+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 20 | Apple Inc. | Technology | $29.4M | 1.5% | 88K | -21% | 11+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 21 | Eaton Corp plc | Industrials | $29.2M | 1.5% | 68K | -12% | 11+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 22 | Shell plc | Energy | $28.5M | 1.4% | 300K | +3% | 11+ qtrsAdded 2 qtrs in a row | AI quality score is Pro: unlock with a free trial | 13F | |
| 23 | ADOBE INC. | Technology | $27.6M | 1.4% | 115K | +11% | 11+ qtrsAdded 5 qtrs in a row | AI quality score is Pro: unlock with a free trial | 13F | |
| 24 | QUEST DIAGNOSTICS INC | Healthcare | $27.3M | 1.4% | 117K | -23% | 11+ qtrs | AI quality score is Pro: unlock with a free trial | 13F | |
| 25 | W.W. GRAINGER, INC. | Consumer Discretionary | $27.2M | 1.4% | 22K | +9% | 7 qtrsAdded 7 qtrs in a row | AI quality score is Pro: unlock with a free trial | 13F | |
| 26 | $HSY | HERSHEY CO | Consumer Staples | $25.8M | 1.3% | 163K | -14% | |||
| 27 | $VZ | VERIZON COMMUNICATIONS INC | Communication Services | $25.6M | 1.3% | 558K | — | |||
| 28 | $PEP | PEPSICO INC | Consumer Staples | $25.1M | 1.3% | 198K | -17% | |||
| 29 | $SNY | Sanofi | Healthcare | $24.8M | 1.3% | 602K | — | |||
| 30 | $MMM | 3M CO | Healthcare | $24.8M | 1.3% | 151K | +3% | |||
| 31 | $GNRC | GENERAC HOLDINGS INC. | Technology | $24.7M | 1.3% | 120K | +5% | |||
| 32 | $LH | LABCORP HOLDINGS INC. | Healthcare | $24.7M | 1.3% | 80K | +6% | |||
| 33 | $CAT | CATERPILLAR INC | Industrials | $24.7M | 1.3% | 30K | -44% | |||
| 34 | $AEP | AMERICAN ELECTRIC POWER CO INC | Utilities | $24.1M | 1.2% | 203K | — | |||
| 35 | $PG | PROCTER & GAMBLE Co | Consumer Staples | $23.9M | 1.2% | 164K | -21% | |||
| 36 | $TSCO | TRACTOR SUPPLY CO /DE/ | Consumer Discretionary | $22.8M | 1.2% | 728K | -4% | |||
| 37 | $LLY | ELI LILLY & Co | Healthcare | $22.3M | 1.1% | 19K | +7% | |||
| 38 | $AXP | AMERICAN EXPRESS CO | Financials | $21.9M | 1.1% | 72K | +6% | |||
| 39 | $NVDA | NVIDIA CORP | Technology | $20.5M | 1.0% | 90K | +7% | |||
| 40 | $IVZ | Invesco Ltd. | Financials | $19.7M | 1.0% | 95K | +2% | |||
| 41 | $JPM | JPMORGAN CHASE & CO | Financials | $19.5M | 1.0% | 59K | -24% | |||
| 42 | $T | AT&T INC. | Communication Services | $19.4M | 1.0% | 794K | -22% | |||
| 43 | $VLO | VALERO ENERGY CORP/TX | Energy | $19.0M | 1.0% | 49K | -53% | |||
| 44 | $DRI | DARDEN RESTAURANTS INC | Consumer Discretionary | $18.8M | 1.0% | 97K | -20% | |||
| 45 | $WAT | WATERS CORP /DE/ | Healthcare | $18.3M | 0.9% | 42K | +6% | |||
| 46 | $GOOGL | Alphabet Inc. | Technology | $18.3M | 0.9% | 53K | +7% | |||
| 47 | $MA | Mastercard Inc | Financials | $17.6M | 0.9% | 32K | +6% | |||
| 48 | $AMAT | APPLIED MATERIALS INC /DE | Technology | $17.2M | 0.9% | 34K | +8% | |||
| 49 | $GD | GENERAL DYNAMICS CORP | Industrials | $17.1M | 0.9% | 52K | -23% | |||
| 50 | $DUK | Duke Energy CORP | Utilities | $16.5M | 0.8% | 145K | -9% | |||
| 51 | $EMR | EMERSON ELECTRIC CO | Industrials | $16.3M | 0.8% | 105K | -24% | |||
| 52 | $HUBB | HUBBELL INC | Technology | $16.0M | 0.8% | 35K | +8% | |||
| 53 | $CVX | CHEVRON CORP | Energy | $15.8M | 0.8% | 77K | -23% | |||
| 54 | $FDS | FACTSET RESEARCH SYSTEMS INC | Technology | $15.1M | 0.8% | 56K | +9% | |||
| 55 | $META | Meta Platforms, Inc. | Technology | $14.9M | 0.8% | 20K | +6% | |||
| 56 | $MSI | Motorola Solutions, Inc. | Technology | $14.5M | 0.7% | 33K | — | |||
| 57 | $MCD | MCDONALDS CORP | Consumer Discretionary | $14.2M | 0.7% | 61K | -27% | |||
| 58 | $WM | WASTE MANAGEMENT INC | Utilities | $14.0M | 0.7% | 69K | — | |||
| 59 | $ZTS | Zoetis Inc. | Healthcare | $13.2M | 0.7% | 189K | +10% | |||
| 60 | $LOW | LOWES COMPANIES INC | Consumer Discretionary | $13.1M | 0.7% | 71K | -14% | |||
| 61 | $INTU | INTUIT INC. | Technology | $12.3M | 0.6% | 44K | +175% | |||
| 62 | $QLYS | QUALYS, INC. | Technology | $12.0M | 0.6% | 64K | +12% | |||
| 63 | $ROST | ROSS STORES, INC. | Consumer Discretionary | $11.7M | 0.6% | 50K | +8% | |||
| 64 | $DE | DEERE & CO | Industrials | $11.6M | 0.6% | 17K | -49% | |||
| 65 | $UPS | UNITED PARCEL SERVICE INC | Industrials | $10.8M | 0.6% | 116K | +6% | |||
| 66 | $MEDP | Medpace Holdings, Inc. | Healthcare | $10.0M | 0.5% | 16K | +7% | |||
| 67 | $SHW | SHERWIN WILLIAMS CO | Materials | $9.9M | 0.5% | 31K | +7% | |||
| 68 | $ZBRA | ZEBRA TECHNOLOGIES CORP | Industrials | $9.5M | 0.5% | 26K | +49% | |||
| 69 | $FTDR | Frontdoor, Inc. | Industrials | $9.5M | 0.5% | 130K | +8% | |||
| 70 | $PAYC | Paycom Software, Inc. | Technology | $9.2M | 0.5% | 42K | +6% | |||
| 71 | $NRC | NRC HEALTH | Healthcare | $9.1M | 0.5% | 431K | -0.9% | |||
| 72 | $LQDT | LIQUIDITY SERVICES INC | Industrials | $9.1M | 0.5% | 212K | +10% | |||
| 73 | $LOGI | LOGITECH INTERNATIONAL S.A. | Technology | $7.8M | 0.4% | 78K | +8% | |||
| 74 | $DCI | DONALDSON Co INC | Industrials | $7.8M | 0.4% | 89K | +9% | |||
| 75 | $JKHY | JACK HENRY & ASSOCIATES INC | Technology | $7.6M | 0.4% | 53K | +9% | |||
| 76 | $BHP | BHP Group Ltd | Materials | $7.5M | 0.4% | 88K | -73% | |||
| 77 | $SPGI | S&P Global Inc. | Financials | $7.3M | 0.4% | 18K | +10% | |||
| 78 | $CLX | CLOROX CO /DE/ | Consumer Staples | $6.9M | 0.3% | 86K | -63% | |||
| 79 | $AVY | Avery Dennison Corp | Materials | $6.4M | 0.3% | 38K | +9% | |||
| 80 | $GIL | Gildan Activewear Inc. | Consumer Discretionary | $5.8M | 0.3% | 136K | +2% | |||
| 81 | $LAMR | LAMAR ADVERTISING CO/NEW | Real Estate | $5.2M | 0.3% | 36K | +7% | |||
| 82 | $TTC | TORO CO | Industrials | $5.0M | 0.3% | 52K | +9% | |||
| 83 | $VRSN | VERISIGN INC/CA | Technology | $4.7M | 0.2% | 17K | +9% | |||
| 84 | $AOS | SMITH A O CORP | Technology | $4.6M | 0.2% | 81K | +6% | |||
| 85 | $STRL | STERLING INFRASTRUCTURE, INC. | Industrials | $4.4M | 0.2% | 8,964 | +10% | |||
| 86 | $ALGN | ALIGN TECHNOLOGY INC | Healthcare | $4.4M | 0.2% | 30K | +7% | |||
| 87 | $MSM | MSC INDUSTRIAL DIRECT CO INC | Consumer Discretionary | $4.3M | 0.2% | 35K | +12% | |||
| 88 | $EVTC | EVERTEC, Inc. | Technology | $4.2M | 0.2% | 155K | +3% | |||
| 89 | $UI | Ubiquiti Inc. | Technology | $4.1M | 0.2% | 7,275 | +4% | |||
| 90 | $BMI | BADGER METER INC | Technology | $4.0M | 0.2% | 32K | +77% | |||
| 91 | $HXL | HEXCEL CORP /DE/ | Materials | $3.5M | 0.2% | 42K | +11% | |||
| 92 | $JBTM | JBT MAREL Corp | Industrials | $3.4M | 0.2% | 32K | +17% | |||
| 93 | $TECH | BIO-TECHNE Corp | Healthcare | $2.7M | 0.1% | 38K | -0.4% | |||
| 94 | $DLB | Dolby Laboratories, Inc. | Financials | $2.5M | 0.1% | 43K | +7% | |||
| 95 | — | Gaztransport & Technigaz - COM | — | $2.0M | 0.1% | 8,377 | +3% | |||
| 96 | $IBP | Installed Building Products, Inc. | Industrials | $1.8M | 0.1% | 9,245 | New | |||
| 97 | — | iShares Core S&P MID-CAP ETF - ETF | — | $1.2M | 0.1% | 16K | — | |||
| 98 | $KO | COCA COLA CO | Consumer Staples | $1.1M | 0.1% | 13K | +0.0% | |||
| 99 | $MXCT | MAXCYTE, INC. | Healthcare | $966K | 0.1% | 863K | — | |||
| 100 | — | Vanguard S&P 500 ETF - ETF | — | $861K | 0.0% | 1,229 | +1% | |||
| 101 | — | Vanguard Mid-Cap Etf - ETF | — | $805K | 0.0% | 10K | — | |||
| 102 | $MU | MICRON TECHNOLOGY INC | Technology | $724K | 0.0% | 680 | — | |||
| 103 | — | IShares S&P 100 - COM | — | $645K | 0.0% | 1,689 | +4% | |||
| 104 | $AMZN | AMAZON COM INC | Consumer Discretionary | $472K | 0.0% | 1,893 | — | |||
| 105 | — | Vanguard Total Stock Market Et - COM | — | $469K | 0.0% | 1,254 | -4% | |||
| 106 | $GOOG | Alphabet Inc. | Technology | $463K | 0.0% | 1,360 | — | |||
| 107 | $WT | WisdomTree, Inc. | Financials | $457K | 0.0% | 4,891 | — | |||
| 108 | $GLW | CORNING INC /NY | Materials | $424K | 0.0% | 2,756 | — | |||
| 109 | $PAR | PAR TECHNOLOGY CORP | Technology | $417K | 0.0% | 30K | -28% | |||
| 110 | $UCB | UNITED COMMUNITY BANKS INC | Financials | $399K | 0.0% | 12K | New | |||
| 111 | $SO | SOUTHERN CO | Utilities | $369K | 0.0% | 4,447 | — | |||
| 112 | $SUN | Sunoco LP | Energy | $356K | 0.0% | 4,883 | — | |||
| 113 | $FCBM | First Carolina Financial Services, Inc. | Financials | $335K | 0.0% | 27K | New | |||
| 114 | $IBM | INTERNATIONAL BUSINESS MACHINES CORP | Technology | $321K | 0.0% | 1,462 | -25% | |||
| 115 | $VENU | Venu Holding Corp | Communication Services | $310K | 0.0% | 219K | — | |||
| 116 | — | Vanguard Bd Index Fds - ETF | — | $299K | 0.0% | 6,040 | New | |||
| 117 | — | Ishares S&p 500 Growth Index F - ETF | — | $270K | 0.0% | 1,899 | -2% | |||
| 118 | $ABBV | AbbVie Inc. | Healthcare | $270K | 0.0% | 1,031 | +0.7% | |||
| 119 | — | Ishares Core MSCI EAFE ETF - ETF | — | $255K | 0.0% | 2,634 | — | |||
| 120 | $MCK | MCKESSON CORP | Consumer Staples | $224K | 0.0% | 263 | New | |||
| 121 | $WFC | WELLS FARGO & COMPANY/MN | Financials | $224K | 0.0% | 2,800 | — | |||
| 122 | $QQQ | INVESCO QQQ TRUST, SERIES 1 | — | $222K | 0.0% | 300 | — | |||
| 123 | $IAU | ISHARES GOLD TRUST | Financials | $215K | 0.0% | 2,750 | — | |||
| 124 | — | Ishares S&P 500 Index Fund - ETF | — | $204K | 0.0% | 267 | New | |||
| 125 | $MUR | MURPHY OIL CORP | Energy | $200K | 0.0% | 5,405 | New | |||
| 126 | $FLO | FLOWERS FOODS INC | Consumer Staples | $57K | 0.0% | 10K | — | |||
| 127 | — | Mycelx Technologies Corp - COM | — | $9K | 0.0% | 10K | — | |||
| 128 | — | Puresafe Water Systems Inc - COM | — | $1 | 0.0% | 14K | — |
What changed in Q3 2026
Against the previous quarter's 13F: 7 new, 59 added to, 38 trimmed, 4 sold out. Share-count changes; largest moves by dollar size first.
New positions (7)
$IBPInstalled Building Products, Inc.$1.8M
first bought this quarter
$UCBUNITED COMMUNITY BANKS INC$399K
first bought this quarter
$FCBMFirst Carolina Financial Services, Inc.$335K
first bought this quarter
- Vanguard Bd Index Fds - ETF$299K
first bought this quarter
$MCKMCKESSON CORP$224K
first bought this quarter
- Ishares S&P 500 Index Fund - ETF$204K
first bought this quarter
+1 more in the Excel export
Added to (59)
$INTUINTUIT INC.+175%
now $12.3M · held 3 qtrs, 3 adds in a row
now $44.5M · held 11+ qtrs, 5 adds in a row
$ZBRAZEBRA TECHNOLOGIES CORP+49%
now $9.5M · held 6 qtrs, 6 adds in a row
$ADBEADOBE INC.+11%
now $27.6M · held 11+ qtrs, 5 adds in a row
now $37.0M · held 11+ qtrs, 2 adds in a row
$GWWW.W. GRAINGER, INC.+9%
now $27.2M · held 7 qtrs, 7 adds in a row
+53 more in the Excel export
Trimmed (38)
$VLOVALERO ENERGY CORP/TX-53%
now $19.0M · held 11+ qtrs
$BHPBHP Group Ltd-73%
now $7.5M · held 11+ qtrs
$CATCATERPILLAR INC-44%
now $24.7M · held 11+ qtrs
now $78.6M · held 11+ qtrs
now $69.0M · held 11+ qtrs
$CLXCLOROX CO /DE/-63%
now $6.9M · held 11+ qtrs
+32 more in the Excel export
Holdings by quarter
Every 13F Willis Investment Counsel has filed, 39 earlier quarters. Pick one to see what it held then.
Is it too late to follow Willis Investment Counsel?
Q3 2026 13F filed with the SEC on Oct 20, 2026. Prices are closing prices as of Oct 26, 2026.
Average quality of Willis Investment Counsel's top 20 holdings: 70/100 (our AI quality score, weighted by position size; 18 of the 20 are scored)
Top 10 since filing
+2.8%
Value-weighted move of the 10 largest stock positions
Turnover
3%
Last quarter; 10% over the last 4
Top 10 weight
28%
Share of the stock portfolio in its 10 largest positions
Held 4+ quarters
98%
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 2024 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
Willis Investment Counsel disclosed 128 positions worth $2.0B in its Form 13F-HR for Q3 2026, led by $CSCO (CISCO SYSTEMS, INC.) at 4.0% of the equity portfolio, followed by $JNJ and $MSFT. During the quarter the fund opened 7 new positions and exited 4 — including a new stake in $IBP and a full exit from $QXO. The portfolio is most concentrated in Technology (34.6% of disclosed assets). All figures are sourced directly from Willis Investment Counsel’s Form 13F-HR filing with the SEC under CIK 1310929.
Funds like this
managers whose biggest positions overlap Willis Investment Counsel'sBrowse Top Institutional Investors
13F Pro tracks 8,700+ institutional investors filing 13F reports with the SEC.
to search all 8,700+ institutional filers.
AI-Powered Hedge Fund Analysis: Willis Investment Counsel
13F Pro is an AI hedge fund tracker and stock research platform. For Willis Investment Counsel (SEC CIK: 1310929), the platform ingests every quarterly Form 13F filing and applies AI-powered analysis on top — 10 specialized AI analysts (value, growth, momentum, macro, activist, and more) debate the fund's top positions and publish AI-generated analysis with cited SEC sources.
Every holding in Willis Investment Counsel's portfolio is scored on an AI quality ranking built from its SEC filings (ROIC, FCF margin, revenue growth, institutional flow, earnings quality, shareholder dilution, and more). Track accumulation and distribution quarter over quarter, identify conviction positions, and see AI stock analysis for each position — alongside 8,700+ other institutional filers and 2,800+ AI-ranked companies.