HA
Holland Advisory Services, Inc.'s 13F Portfolio ($90.5M, Q2 2026)
Holland Advisory Services, Inc.CIK: 0001890183
Long-term holderQuality / disciplined sizing
Total reported value
$90.5M
Reporting period: 2026-06-30 · Number of holdings: 49
Holland Advisory Services, Inc. disclosed 49 holdings in its latest 13F filing for the period ending 2026-06-30, with total reported value of $90.5M and a quarterly turnover rate of 0.0%.
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Personality snowflake
- Concentration
- 57.16
- Portfolio Stability
- 0
- Momentum
- 50
- Sector conviction
- 61.05
- Diversification
- 98
- Sizing Uniformity
- 75.25
Holland Advisory Services, Inc.'s disclosed holdings carry a Herfindahl concentration index of 0.143 — mathematically equivalent to about 7 equally-sized positions, well below its 49 actual disclosed holdings. That gap points to a strategy built around a small core of high-conviction bets rather than broad diversification.
Position sizes vary widely across the portfolio (a coefficient of variation of 2.48), with a handful of outsized bets alongside many smaller positions.
No strong tilt toward either adding to existing winners or initiating outsized new positions was observed in the latest reported quarter.
Sector classification currently covers about 20% of this portfolio's disclosed value; the remainder includes holdings (e.g. unmapped tickers, options, or other security types) not yet covered by our sector mapping.
Source and citation information
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Recent moves
View source Form 13F filing on SEC.govNew buy FIVA
Trim IVV
-4.7% $2.0M
Trim IJH
-0.7% $2.4M
New buy SMH
Sold out FBTC
Add DELL
-3.6% $713.2K
Holdings Map
New buyAddUnchangedTrim
Top 10 holdings by weight
Full holdings list this quarter
| # | Ticker | Issuer | Asset Subclass | Weight | Weight Change | Shares Change | 4Q Trend |
|---|---|---|---|---|---|---|---|
| 1 | IVV | Ishares Core S&p 500 ETF | ETF-Large Cap & Growth | 25.93% | -2.87% | -4.72% | |
| 2 | IJH | Ishares Core S&p Midcap ETF | ETF-Other | 22.39% | -1.56% | -0.70% | |
| 3 | IJR | Ishares Core S&p Small-cap E | ETF-Small Cap | 12.56% | -0.66% | -3.44% | |
| 4 | FIVA | Fidelity Intl Val Fact ETF | ETF-Other | 7.84% | +7.84% | NEW | |
| 5 | VTI | Vanguard Total Stock Mkt ETF | ETF-Other | 3.09% | -0.21% | -1.55% | |
| 6 | AAPL | Apple Inc | Stock-Tech | 2.40% | -0.20% | -1.67% | |
| 7 | MSFT | Microsoft CORP | Stock-Tech | 1.36% | -0.29% | -0.60% | |
| 8 | SMH | Vaneck Semiconductor ETF | ETF-Other | 1.36% | +1.36% | NEW | |
| 9 | PM | Philip Morris International | Stock-Consumer Staples | 1.34% | -0.20% | -3.74% | |
| 10 | JPM | Jpmorgan Chase & Co | Stock-Financials | 1.32% | -0.20% | -5.15% | |
| 11 | DELL | Dell Technologies -c | Stock-Tech | 1.30% | +0.68% | -3.63% | |
| 12 | IWP | Ishares Russell Mid-cap Grow | ETF-Other | 1.30% | -0.21% | -8.85% | |
| 13 | IEFA | Ishares Core Msci Eafe ETF | ETF-Other | 1.18% | -0.14% | +0.85% | |
| 14 | CAT | Caterpillar Inc | Stock-Industrials | 1.02% | +0.20% | — | |
| 15 | WMT | Walmart Inc | Stock-Consumer Staples | 0.86% | -0.30% | -1.82% | |
| 16 | MCD | Mcdonald's CORP | Stock-Consumer Disc | 0.75% | -0.29% | +1.08% | |
| 17 | XOM | Exxon Mobil CORP | Stock-Energy | 0.75% | -0.37% | +0.75% | |
| 18 | NVDA | Nvidia CORP | Stock-Tech | 0.72% | +0.25% | +61.23% | |
| 19 | JNJ | Johnson & Johnson | Stock-Healthcare | 0.68% | -0.12% | +0.04% | |
| 20 | VTV | Vanguard Value ETF | ETF-Other | 0.68% | -0.09% | -4.33% | |
| 21 | MO | Altria Group Inc | Stock-Consumer Staples | 0.61% | -0.07% | — | |
| 22 | PG | Procter & Gamble Co/the | Stock-Consumer Staples | 0.61% | -0.11% | +0.05% | |
| 23 | IVW | Ishares S&p 500 Growth ETF | ETF-Large Cap & Growth | 0.57% | -0.05% | -8.26% | |
| 24 | AMGN | Amgen Inc | Stock-Healthcare | 0.54% | -0.15% | -8.02% | |
| 25 | CSCO | Cisco Systems Inc | Stock-Tech | 0.53% | +0.08% | -5.40% | |
| 26 | MDLZ | Mondelez International Inc-a | Stock-Consumer Staples | 0.49% | -0.11% | +0.19% | |
| 27 | CVX | Chevron CORP | Stock-Energy | 0.49% | -0.24% | +2.36% | |
| 28 | IWS | Ishares Russell Mid-cap Valu | ETF-Other | 0.49% | -0.06% | -4.00% | |
| 29 | BRO | Brown & Brown Inc | Stock-Financials | 0.46% | -0.10% | +0.23% | |
| 30 | HUBB | Hubbell Inc | Stock-Industrials | 0.44% | -0.06% | — | |
| 31 | IWO | Ishares Russell 2000 Growth | ETF-Small Cap | 0.39% | -0.03% | -10.22% | |
| 32 | VIG | Vanguard Dividend Apprec ETF | ETF-Other | 0.39% | -0.12% | -15.73% | |
| 33 | VBR | Vanguard Small-cap Value ETF | ETF-Other | 0.38% | -0.03% | +0.14% | |
| 34 | XLF | Ss Financial Select Sector | ETF-Other | 0.38% | -0.04% | — | |
| 35 | PNW | Pinnacle West Capital | Stock-Utilities | 0.35% | -0.05% | — | |
| 36 | V | Visa Inc-class A Shares | Stock-Financials | 0.34% | +0.01% | +9.82% | |
| 37 | MRK | Merck & Co. Inc. | Stock-Healthcare | 0.33% | -0.04% | — | |
| 38 | IBM | Intl Business Machines CORP | Stock-Tech | 0.32% | -0.06% | -12.84% | |
| 39 | INTC | Intel CORP | Stock-Tech | 0.32% | +0.32% | NEW | |
| 40 | TRV | Travelers Cos Inc/the | Stock-Financials | 0.31% | -0.03% | — | |
| 41 | QQQ | Invesco Qqq Trust Series 1 | ETF-Tech | 0.29% | +0.02% | — | |
| 42 | ✓ | Carnival CORP LTD F | Stock-Other | 0.29% | +0.29% | NEW | |
| 43 | MMM | 3m Co | Stock-Industrials | 0.28% | -0.03% | — | |
| 44 | BAC | Bank Of America CORP | Stock-Financials | 0.28% | -0.01% | +0.09% | |
| 45 | SOXX | Ishares Semiconductor ETF | ETF-Other | 0.28% | +0.28% | NEW | |
| 46 | IJJ | Ishares S&p Mid-cap 400 Valu | ETF-Other | 0.27% | -0.02% | +0.06% | |
| 47 | DIS | Walt Disney Co/the | Stock-Comm Services | 0.27% | -0.05% | — | |
| 48 | DIA | Ss Spdr Dow Jones Indus Avg | ETF-Large Cap & Growth | 0.25% | +0.25% | NEW | |
| 49 | AMZN | Amazon.com Inc | Stock-Consumer Disc | 0.23% | +0.23% | NEW |
Portfolio Performance
Performance for Q3 2026
+3.5%
Performance Last 4 Quarters
+20.8%
- Stdev
- +12.1%
- Beta
- +0.87
- Alpha
- -2.1%
- Max Drawdown
- -10.8%
- Annualized Perf
- +15.5%
- Batting Avg vs S&P
- +36.1%
- Sortino
- +2.37
- Stutzer
- +0.37
- Treynor
- +0.18
- Sterling
- +0.94
- Calmar
- +1.44
- Information Ratio
- -0.96
- Tracking Error
- +5%
- Stdev Down
- +6.4%
- Winning Months %
- +66.7%
- Losing Months %
- +33.3%
- Best 12 Months
- +28.1%
- Worst 12 Months
- +0.6%
- Efficiency Ratio
- +0.49
- Sharpe
- +1.26
- Stdev Sectors
- +10.1%
- Skewness
- -0.08
- Kurtosis
- -0.49
- Upside Potential
- +4.03
Reported value over time
Sector allocation
Sector allocation over time
Quarterly history
| Period | Holdings | Total value | Stability | Top holdings | |
|---|---|---|---|---|---|
| 2026 Q2 | 49 | $90.5M | 0 | ||
| 2026 Q1 | 47 | $74.6M | 8 | ||
| 2025 Q4 | 45 | $74.1M | 6 | ||
| 2025 Q3 | 45 | $72.8M | 24 | ||
| 2025 Q2 | 42 | $68.5M | 0 | ||
| 2025 Q1 | 43 | $65.9M | 0 | ||
| 2024 Q4 | 45 | $76.6M | 0 | ||
| 2024 Q3 | 44 | $76.5M | 0 | ||
| 2024 Q2 | 41 | $80.9M | 0 | ||
| 2024 Q1 | 43 | $91.3M | 0 | ||
| 2023 Q4 | 40 | $87.3M | 0 | ||
| 2023 Q3 | 36 | $78.7M | 0 | ||
| 2023 Q2 | 30 | $78.5M | 0 | ||
| 2023 Q1 | 31 | $85.4M | 0 | ||
| 2022 Q4 | 30 | $83.9M | 0 | ||
| 2022 Q3 | 29 | $80.8M | 0 | ||
| 2022 Q2 | 31 | $83.6M | 0 | ||
| 2022 Q1 | 34 | $86.1M | 0 | ||
| 2021 Q4 | 36 | $86.5M | 0 |
Holding changes this quarter
Holland Advisory Services, Inc.'s most significant position changes for 2026-06-30: New buy: Fidelity Intl Val Fact ETF (FIVA); New buy: Vaneck Semiconductor ETF (SMH); Sold out: Fidelity Wise Origin Bitcoin (FBTC); New buy: Intel CORP (INTC); Sold out: Carnival CORP LTD (CCL1EUR).
| # | Ticker | Issuer | Weight Change | Shares Change | Action |
|---|---|---|---|---|---|
| 1 | FIVA | Fidelity Intl Val Fact ETF | +7.8% | NEW | New buy |
| 2 | SMH | Vaneck Semiconductor ETF | +1.4% | NEW | New buy |
| 3 | DELL | Dell Technologies -c | +0.7% | -3.63% | Trim |
| 4 | INTC | Intel CORP | +0.3% | NEW | New buy |
| 5 | ✓ | Carnival CORP LTD F | +0.3% | NEW | New buy |
| 6 | SOXX | Ishares Semiconductor ETF | +0.3% | NEW | New buy |
| 7 | NVDA | Nvidia CORP | +0.3% | +61.23% | Add |
| 8 | DIA | Ss Spdr Dow Jones Indus Avg | +0.3% | NEW | New buy |
| 9 | AMZN | Amazon.com Inc | +0.2% | NEW | New buy |
| 10 | CAT | Caterpillar Inc | +0.2% | — | Unchanged |
| 11 | CSCO | Cisco Systems Inc | +0.1% | -5.40% | Trim |
| 12 | QQQ | Invesco Qqq Trust Series 1 | 0% | — | Unchanged |
| 13 | V | Visa Inc-class A Shares | 0% | +9.82% | Add |
| 14 | BAC | Bank Of America CORP | 0% | +0.09% | Add |
| 15 | IJJ | Ishares S&p Mid-cap 400 Valu | 0% | +0.06% | Add |
| 16 | IWO | Ishares Russell 2000 Growth | 0% | -10.22% | Trim |
| 17 | VBR | Vanguard Small-cap Value ETF | 0% | +0.14% | Add |
| 18 | TRV | Travelers Cos Inc/the | 0% | — | Unchanged |
| 19 | MMM | 3m Co | 0% | — | Unchanged |
| 20 | XLF | Ss Financial Select Sector | 0% | — | Unchanged |
| 21 | MRK | Merck & Co. Inc. | 0% | — | Unchanged |
| 22 | IVW | Ishares S&p 500 Growth ETF | -0.1% | -8.26% | Trim |
| 23 | PNW | Pinnacle West Capital | -0.1% | — | Unchanged |
| 24 | DIS | Walt Disney Co/the | -0.1% | — | Unchanged |
| 25 | IWS | Ishares Russell Mid-cap Valu | -0.1% | -4.00% | Trim |
| 26 | HUBB | Hubbell Inc | -0.1% | — | Unchanged |
| 27 | IBM | Intl Business Machines CORP | -0.1% | -12.84% | Trim |
| 28 | MO | Altria Group Inc | -0.1% | — | Unchanged |
| 29 | VTV | Vanguard Value ETF | -0.1% | -4.33% | Trim |
| 30 | BRO | Brown & Brown Inc | -0.1% | +0.23% | Add |
| 31 | PG | Procter & Gamble Co/the | -0.1% | +0.05% | Add |
| 32 | MDLZ | Mondelez International Inc-a | -0.1% | +0.19% | Add |
| 33 | VIG | Vanguard Dividend Apprec ETF | -0.1% | -15.73% | Trim |
| 34 | JNJ | Johnson & Johnson | -0.1% | +0.04% | Add |
| 35 | IEFA | Ishares Core Msci Eafe ETF | -0.1% | +0.85% | Add |
| 36 | AMGN | Amgen Inc | -0.2% | -8.02% | Trim |
| 37 | AAPL | Apple Inc | -0.2% | -1.67% | Trim |
| 38 | JPM | Jpmorgan Chase & Co | -0.2% | -5.15% | Trim |
| 39 | PM | Philip Morris International | -0.2% | -3.74% | Trim |
| 40 | VTI | Vanguard Total Stock Mkt ETF | -0.2% | -1.55% | Trim |
| 41 | IWP | Ishares Russell Mid-cap Grow | -0.2% | -8.85% | Trim |
| 42 | CVX | Chevron CORP | -0.2% | +2.36% | Add |
| 43 | CMCSA | Comcast Corp-class A | -0.3% | EXIT | Sold out |
| 44 | RIO | Rio Tinto Plc-spon Adr | -0.3% | EXIT | Sold out |
| 45 | MCD | Mcdonald's CORP | -0.3% | +1.08% | Add |
| 46 | MSFT | Microsoft CORP | -0.3% | -0.60% | Trim |
| 47 | WMT | Walmart Inc | -0.3% | -1.82% | Trim |
| 48 | SO | Southern Co/the | -0.3% | EXIT | Sold out |
| 49 | CCL1EUR | Carnival CORP LTD | -0.4% | EXIT | Sold out |
| 50 | XOM | Exxon Mobil CORP | -0.4% | +0.75% | Add |
1–50 of 54
Filing History
FAQ
What is Holland Advisory Services, Inc. and what type of investor is it?
Holland Advisory Services, Inc. is an investment manager that files SEC Form 13F quarterly, disclosing its U.S. public equity holdings to regulators. As of the most recent reporting period (2026-06-30), the firm manages a tracked equity portfolio valued at approximately $90.5M, spread across 49 disclosed positions.
What are Holland Advisory Services, Inc.'s largest equity positions?
Based on the latest 13F filing, Holland Advisory Services, Inc.'s top holdings by market value are:
1. Ishares Core S&p 500 ETF (IVV) — $23.5M (25.9%)
2. Ishares Core S&p Midcap ETF (IJH) — $20.3M (22.4%)
3. Ishares Core S&p Small-cap E (IJR) — $11.4M (12.6%)
4. Fidelity Intl Val Fact ETF (FIVA) — $7.1M (7.8%)
5. Vanguard Total Stock Mkt ETF (VTI) — $2.8M (3.1%)
What changes did Holland Advisory Services, Inc. make in its most recent portfolio filing?
In the latest reported quarter, Holland Advisory Services, Inc. made 44 notable position adjustments: 7 new positions were initiated, 13 existing holdings were added to, 19 positions were partially reduced, and 5 were completely exited. The largest of these moves: New buy: Fidelity Intl Val Fact ETF (FIVA); New buy: Vaneck Semiconductor ETF (SMH); Sold out: Fidelity Wise Origin Bitcoin (FBTC); New buy: Intel CORP (INTC); Sold out: Carnival CORP LTD (CCL1EUR)
What sectors does Holland Advisory Services, Inc. focus on?
Holland Advisory Services, Inc. is concentrated in the following sectors based on its current disclosed equity portfolio:
• Information Technology: 35.2%
• Consumer Staples: 19.8%
• Financials: 13.8%
• Industrials: 8.8%
• Health Care: 7.9%
• Energy: 6.3%
Investment Profile
Holland Advisory Services, Inc. returned an annualized 15.5% over the trailing 36 months — underperforming the S&P 500 by 2.1 points — based on a reconstructed track record of its disclosed 13F positions, with a beta of 0.87 (less volatile than the market) and a 36% quarterly batting average against the index.
Its portfolio is moderately concentrated and long-term-holding, with 35.2% of the portfolio concentrated in Information Technology.
It has added to its IJH position over the past two quarters (+$2.6M, now $20.3M), while trimming BRO over the same stretch (-$149.8K, still holding $413.3K).
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