WI
Willis Investment Counsel SEC 13F Holdings (Q2 2026) — Top Position: CISCO SYSTEMS INC
Willis Investment CounselCIK: 0001310929
Diversified strategyLong-term holderQuality / disciplined sizing
Total reported value
$2.1B
Reporting period: 2026-06-30 · Number of holdings: 125
Willis Investment Counsel disclosed 125 holdings in its latest 13F filing for the period ending 2026-06-30, with total reported value of $2.1B and a quarterly turnover rate of 0.0%.
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Personality snowflake
- Concentration
- 6.79
- Portfolio Stability
- 0
- Momentum
- 50
- Sector conviction
- 49.71
- Diversification
- 100
- Sizing Uniformity
- 89.36
Willis Investment Counsel's disclosed holdings carry a Herfindahl concentration index of 0.017 — mathematically equivalent to about 59 equally-sized positions, well below its 125 actual disclosed holdings. That gap points to a strategy built around a small core of high-conviction bets rather than broad diversification.
Position sizes are fairly uniform across the portfolio (a coefficient of variation of 1.06), suggesting a disciplined, rules-based approach to how much capital goes into each idea.
No strong tilt toward either adding to existing winners or initiating outsized new positions was observed in the latest reported quarter.
Source and citation information
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Recent moves
View source Form 13F filing on SEC.govSold out XOM
New buy 30233Q108
Add CSCO
+6.0% $39.1M
Sold out VBR
Add CAT
+9.8% $22.9M
Add FTNT
+17.6% $19.4M
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 | CSCO | Cisco Systems Inc | Stock-Tech | 4.95% | +1.42% | +6.01% | |
| 2 | JNJ | Johnson & Johnson | Stock-Healthcare | 3.75% | -0.11% | +6.93% | |
| 3 | TXN | Texas Instruments Inc | Stock-Tech | 3.37% | +0.54% | -11.12% | |
| 4 | CAT | Caterpillar Inc | Stock-Industrials | 2.77% | +0.85% | +9.83% | |
| 5 | CB | Chubb Limited | Stock-Financials | 2.65% | -0.09% | +5.91% | |
| 6 | LMT | Lockheed Martin CORP | Stock-Industrials | 2.34% | -0.67% | +5.52% | |
| 7 | PAYX | Paychex Inc | Stock-Tech | 2.19% | -0.01% | +7.02% | |
| 8 | MSFT | Microsoft CORP | Stock-Tech | 2.15% | -0.14% | +6.80% | |
| 9 | PFE | Pfizer Inc | Stock-Healthcare | 2.09% | -0.54% | +5.85% | |
| 10 | MRK | Merck & Co. Inc. | Stock-Healthcare | 1.92% | -0.14% | -0.30% | |
| 11 | HD | Home Depot Inc | Stock-Consumer Disc | 1.90% | -0.03% | +5.01% | |
| 12 | AFL | Aflac Inc | Stock-Financials | 1.81% | — | +7.40% | |
| 13 | FTNT | Fortinet Inc | Stock-Tech | 1.69% | +0.81% | +17.65% | |
| 14 | ✓ | Stock-Other | 1.61% | +1.61% | NEW | ||
| 15 | HSY | Hershey Co/the | Stock-Consumer Staples | 1.60% | -0.45% | +5.40% | |
| 16 | GNRC | Generac Holdings Inc | Stock-Industrials | 1.59% | +0.04% | -21.61% | |
| 17 | KEYS | Keysight Technologies In | Stock-Tech | 1.59% | +0.34% | +17.37% | |
| 18 | ADP | Automatic Data Processing | Stock-Tech | 1.58% | -0.07% | -0.27% | |
| 19 | ACN | Accenture plc | Stock-Tech | 1.58% | -0.53% | +36.54% | |
| 20 | ETN | Eaton Corporation plc | Stock-Industrials | 1.56% | +0.05% | -0.13% | |
| 21 | PEP | Pepsico Inc | Stock-Consumer Staples | 1.55% | -0.39% | +4.57% | |
| 22 | MDT | Medtronic plc | Stock-Healthcare | 1.55% | -0.31% | +5.74% | |
| 23 | AAPL | Apple Inc | Stock-Tech | 1.53% | +0.02% | +1.97% | |
| 24 | DGX | Quest Diagnostics Inc | Stock-Healthcare | 1.53% | -0.09% | -0.20% | |
| 25 | ABT | Abbott Laboratories | Stock-Healthcare | 1.49% | +0.37% | +73.24% | |
| 26 | PG | Procter & Gamble Co/the | Stock-Consumer Staples | 1.46% | -0.19% | -0.19% | |
| 27 | COP | Conocophillips | Stock-Energy | 1.36% | -0.50% | +6.51% | |
| 28 | AEP | American Electric Power | Stock-Utilities | 1.32% | -0.14% | -0.25% | |
| 29 | BHP | Bhp Group Ltd-spon Adr | Stock-Materials | 1.32% | +0.07% | +5.15% | |
| 30 | GWW | Ww Grainger Inc | Stock-Industrials | 1.30% | +0.31% | +20.40% | |
| 31 | VLO | Valero Energy CORP | Stock-Energy | 1.29% | -0.12% | -0.29% | |
| 32 | SNY | Sanofi-adr | Stock-Healthcare | 1.22% | -0.37% | -0.28% | |
| 33 | JPM | Jpmorgan Chase & Co | Stock-Financials | 1.21% | -0.04% | -0.10% | |
| 34 | DRI | Darden Restaurants Inc | Stock-Consumer Disc | 1.20% | -0.11% | -0.16% | |
| 35 | TSCO | Tractor Supply Company | Stock-Consumer Disc | 1.14% | -0.55% | +11.19% | |
| 36 | MMM | 3m Co | Stock-Industrials | 1.13% | +0.05% | +7.52% | |
| 37 | VZ | Verizon Communications Inc | Stock-Comm Services | 1.13% | -0.40% | -0.27% | |
| 38 | GD | General Dynamics CORP | Stock-Industrials | 1.12% | -0.13% | -0.30% | |
| 39 | AXP | American Express Co | Stock-Financials | 1.09% | +0.14% | +18.24% | |
| 40 | MCD | Mcdonald's CORP | Stock-Consumer Disc | 1.09% | -0.35% | -0.35% | |
| 41 | SHEL | Shell Plc-adr | Stock-Energy | 1.08% | -0.33% | +5.22% | |
| 42 | AMAT | Applied Materials Inc | Stock-Tech | 1.07% | +0.58% | +17.72% | |
| 43 | CLX | Clorox Company | Stock-Consumer Staples | 1.04% | -0.26% | -0.30% | |
| 44 | DE | Deere & Co | Stock-Industrials | 1.03% | -0.03% | -0.29% | |
| 45 | LLY | Eli Lilly & Co | Stock-Healthcare | 1.03% | +0.29% | +21.93% | |
| 46 | ADBE | Adobe Inc | Stock-Tech | 1.01% | +0.29% | +91.38% | |
| 47 | LH | Labcorp Holdings Inc | Stock-Healthcare | 1.01% | +0.07% | +16.79% | |
| 48 | T | At&t Inc | Stock-Comm Services | 1.00% | -0.61% | -0.16% | |
| 49 | DUK | Duke Energy CORP | Stock-Utilities | 0.97% | -0.18% | -0.09% | |
| 50 | EMR | Emerson Electric Co | Stock-Industrials | 0.95% | -0.05% | -0.29% |
1–50 of 125
Portfolio Performance
Performance for Q3 2026
+6.6%
Performance Last 4 Quarters
+21.9%
- Stdev
- +11%
- Beta
- +0.65
- Alpha
- +0.5%
- Max Drawdown
- -8%
- Annualized Perf
- +13.7%
- Batting Avg vs S&P
- +36.1%
- Sortino
- +2.11
- Stutzer
- +0.35
- Treynor
- +0.21
- Sterling
- +0.86
- Calmar
- +1.72
- Information Ratio
- -0.78
- Tracking Error
- +8.4%
- Stdev Down
- +6.4%
- Winning Months %
- +69.4%
- Losing Months %
- +30.6%
- Best 12 Months
- +22.7%
- Worst 12 Months
- +1.6%
- Efficiency Ratio
- +0.46
- Sharpe
- +1.23
- Stdev Sectors
- +8.2%
- Skewness
- -0.49
- Kurtosis
- -0.55
- Upside Potential
- +3.72
Reported value over time
Sector allocation
Sector allocation over time
Quarterly history
| Period | Holdings | Total value | Stability | Top holdings | |
|---|---|---|---|---|---|
| 2026 Q2 | 125 | $2.1B | 0 | ||
| 2026 Q1 | 123 | $1.8B | 23 | ||
| 2025 Q4 | 130 | $1.9B | 13 | ||
| 2025 Q3 | 127 | $1.8B | 27 | ||
| 2025 Q2 | 118 | $1.7B | 0 | ||
| 2025 Q1 | 117 | $1.5B | 100 | ||
| 2024 Q4 | 116 | $1.5B | 0 | ||
| 2024 Q3 | 113 | $1.5B | 0 | ||
| 2024 Q2 | 107 | $1.4B | 0 | ||
| 2024 Q1 | 107 | $1.5B | 0 | ||
| 2023 Q4 | 113 | $1.4B | 0 | ||
| 2023 Q3 | 109 | $1.3B | 0 | ||
| 2023 Q2 | 110 | $1.5B | — | ||
| 2023 Q1 | 110 | $1.5B | — | ||
| 2022 Q4 | 113 | $1.6B | 0 | ||
| 2022 Q3 | 111 | $1.4B | 0 | ||
| 2022 Q2 | 115 | $1.6B | 0 | ||
| 2022 Q1 | 116 | $1.9B | 0 | ||
| 2021 Q4 | 109 | $1.9B | 0 | ||
| 2021 Q3 | 110 | $1.8B | 0 | ||
| 2021 Q2 | 114 | $1.7B | 100 | ||
| 2021 Q1 | 116 | $1.6B | 24 | ||
| 2020 Q4 | 106 | $1.5B | 41 | ||
| 2020 Q3 | 106 | $1.1B | 25 | ||
| 2020 Q2 | 108 | $1.3B | 53 | ||
| 2020 Q1 | 109 | $1.2B | 40 | ||
| 2019 Q4 | 96 | $1.5B | 16 | ||
| 2019 Q3 | 101 | $1.5B | 21 | ||
| 2019 Q2 | 106 | $1.5B | 91 | ||
| 2019 Q1 | 117 | $1.5B | 63 | ||
| 2018 Q4 | 120 | $1.3B | 18 | ||
| 2018 Q3 | 112 | $1.5B | 21 | ||
| 2018 Q2 | 115 | $1.4B | 18 | ||
| 2018 Q1 | 112 | $1.3B | 28 | ||
| 2017 Q4 | 120 | $1.4B | 11 | ||
| 2017 Q3 | 122 | $1.4B | 14 | ||
| 2017 Q2 | 119 | $1.3B | 32 | ||
| 2017 Q1 | 124 | $1.3B | 66 | ||
| 2016 Q4 | 128 | $1.3B | 15 | ||
| 2016 Q3 | 125 | $1.2B | 20 | ||
| 2016 Q2 | 125 | $1.2B | 16 | ||
| 2016 Q1 | 126 | $1.1B | 16 | ||
| 2015 Q4 | 131 | $1.1B | 21 | ||
| 2015 Q3 | 131 | $1.0B | 20 | ||
| 2015 Q2 | 129 | $1.1B | 18 | ||
| 2015 Q1 | 124 | $1.1B | 17 | ||
| 2014 Q4 | 128 | $1.1B | 33 | ||
| 2014 Q3 | 120 | $950.7M | 19 | ||
| 2014 Q2 | 111 | $1.0B | 19 | ||
| 2014 Q1 | 110 | $986.8M | 83 | ||
| 2013 Q4 | 115 | $2.2B | 97 | ||
| 2013 Q3 | 114 | $875.8M | 0 | ||
| 2013 Q2 | 114 | $875.8M | — |
Holding changes this quarter
Willis Investment Counsel's most significant position changes for 2026-06-30: Sold out: Exxon Mobil CORP (XOM); New buy: ; Sold out: Vanguard Small-cap Value ETF (VBR); New buy: Motorola Solutions Inc (MSI); New buy: Badger Meter Inc (BMI).
| # | Ticker | Issuer | Weight Change | Shares Change | Action |
|---|---|---|---|---|---|
| 1 | ✓ | +1.6% | NEW | New buy | |
| 2 | CSCO | Cisco Systems Inc | +1.4% | +6.01% | Add |
| 3 | CAT | Caterpillar Inc | +0.9% | +9.83% | Add |
| 4 | FTNT | Fortinet Inc | +0.8% | +17.65% | Add |
| 5 | MSI | Motorola Solutions Inc | +0.7% | NEW | New buy |
| 6 | AMAT | Applied Materials Inc | +0.6% | +17.72% | Add |
| 7 | TXN | Texas Instruments Inc | +0.5% | -11.12% | Trim |
| 8 | ABT | Abbott Laboratories | +0.4% | +73.24% | Add |
| 9 | KEYS | Keysight Technologies In | +0.3% | +17.37% | Add |
| 10 | GWW | Ww Grainger Inc | +0.3% | +20.40% | Add |
| 11 | ADBE | Adobe Inc | +0.3% | +91.38% | Add |
| 12 | LLY | Eli Lilly & Co | +0.3% | +21.93% | Add |
| 13 | NRC | Nrc Health | +0.2% | +93.55% | Add |
| 14 | GOOGL | Alphabet Inc-cl A | +0.2% | +22.42% | Add |
| 15 | FTDR | Frontdoor Inc | +0.2% | +51.41% | Add |
| 16 | QLYS | Qualys Inc | +0.2% | +65.97% | Add |
| 17 | AVY | Avery Dennison CORP | +0.2% | +228.75% | Add |
| 18 | ALGN | Align Technology Inc | +0.2% | +333.84% | Add |
| 19 | WAT | Waters CORP | +0.2% | +17.91% | Add |
| 20 | JKHY | Jack Henry & Associates Inc | +0.2% | +162.24% | Add |
| 21 | AXP | American Express Co | +0.1% | +18.24% | Add |
| 22 | NVDA | Nvidia CORP | +0.1% | +21.32% | Add |
| 23 | LQDT | Liquidity Services Inc | +0.1% | +46.07% | Add |
| 24 | BMI | Badger Meter Inc | +0.1% | NEW | New buy |
| 25 | MEDP | Medpace Holdings Inc | +0.1% | +46.88% | Add |
| 26 | LAMR | Lamar Advertising Co-a | +0.1% | +73.07% | Add |
| 27 | JBTM | Jbt Marel CORP | +0.1% | +132.86% | Add |
| 28 | LOGI | Logitech International S.A. | +0.1% | +59.73% | Add |
| 29 | ZBRA | Zebra Technologies Corp-cl A | +0.1% | +69.93% | Add |
| 30 | RSP | Invesco S&p 500 Equal Weight | +0.1% | +15.09% | Add |
| 31 | DCI | Donaldson Co Inc | +0.1% | +47.43% | Add |
| 32 | HXL | Hexcel CORP | +0.1% | +80.50% | Add |
| 33 | HUBB | Hubbell Inc | +0.1% | +17.71% | Add |
| 34 | UPS | United Parcel Service-cl B | +0.1% | +22.61% | Add |
| 35 | GIL | Gildan Activewear Inc | +0.1% | +60.97% | Add |
| 36 | PAYC | Paycom Software Inc | +0.1% | +68.39% | Add |
| 37 | TTC | Toro Co | +0.1% | +72.70% | Add |
| 38 | TECH | Bio-techne CORP | +0.1% | +117.66% | Add |
| 39 | ✓ | +0.1% | NEW | New buy | |
| 40 | BHP | Bhp Group Ltd-spon Adr | +0.1% | +5.15% | Add |
| 41 | LH | Labcorp Holdings Inc | +0.1% | +16.79% | Add |
| 42 | MA | Mastercard Inc - A | +0.1% | +20.54% | Add |
| 43 | AOS | Smith (a.o.) CORP | +0.1% | +59.04% | Add |
| 44 | VRSN | Verisign Inc | +0.1% | +70.03% | Add |
| 45 | ETN | Eaton Corporation plc | +0.1% | -0.13% | Trim |
| 46 | MMM | 3m Co | +0.1% | +7.52% | Add |
| 47 | FDS | Factset Research Systems Inc | +0.1% | +19.14% | Add |
| 48 | SHW | Sherwin-williams Co/the | +0.1% | +18.95% | Add |
| 49 | EVTC | Evertec Inc | +0.1% | +58.50% | Add |
| 50 | GNRC | Generac Holdings Inc | 0% | -21.61% | Trim |
1–50 of 130
Filing History
FAQ
What is Willis Investment Counsel and what type of investor is it?
Willis Investment Counsel 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 $2.1B, spread across 125 disclosed positions.
What are Willis Investment Counsel's largest equity positions?
Based on the latest 13F filing, Willis Investment Counsel's top holdings by market value are:
1. Cisco Systems Inc (CSCO) — $103.9M (5.0%)
2. Johnson & Johnson (JNJ) — $78.6M (3.8%)
3. Texas Instruments Inc (TXN) — $70.6M (3.4%)
4. Caterpillar Inc (CAT) — $58.1M (2.8%)
5. Chubb Limited (CB) — $55.5M (2.6%)
What changes did Willis Investment Counsel make in its most recent portfolio filing?
In the latest reported quarter, Willis Investment Counsel made 113 notable position adjustments: 7 new positions were initiated, 73 existing holdings were added to, 28 positions were partially reduced, and 5 were completely exited. The largest of these moves: Sold out: Exxon Mobil CORP (XOM); New buy: ; Sold out: Vanguard Small-cap Value ETF (VBR); New buy: Motorola Solutions Inc (MSI); New buy: Badger Meter Inc (BMI)
What sectors does Willis Investment Counsel focus on?
Willis Investment Counsel is concentrated in the following sectors based on its current disclosed equity portfolio:
• Information Technology: 27.5%
• Industrials: 18.4%
• Health Care: 18.4%
• Financials: 8.8%
• Consumer Discretionary: 8.1%
• Consumer Staples: 6.0%
* This report is exclusively curated by the AlphaSMO team. AlphaSMO is the web's most authoritative 13F / Inside Trader database, delivering precise insider trading and institutional holdings insights.
Investment Profile
Willis Investment Counsel returned an annualized 13.7% over the trailing 36 months — outperforming the S&P 500 by 0.5 points — based on a reconstructed track record of its disclosed 13F positions, with a beta of 0.65 (less volatile than the market) and a 36% quarterly batting average against the index.
Its portfolio is broadly diversified and long-term-holding.
It has added to its CSCO position over the past two quarters (+$39.7M, now $103.9M), while trimming ACN over the same stretch (-$18.9M, still holding $33.1M).
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