WI

Willis Investment Counsel

Diversified strategyMomentum followerQuality / disciplined sizing

Total reported value

$1.8B

Reporting period: 2026-03-31 · Number of holdings: 123

Willis Investment Counsel disclosed 123 holdings in its latest 13F filing for the period ending 2026-03-31, with total reported value of $1.8B and a quarterly turnover rate of 23.4%.

Personality snowflake

Concentration
6.87
Portfolio Stability
23.43
Momentum/Contrarian
100
Sector conviction
43.38
Diversification
100
Sizing Uniformity
89.41

Recent moves

  • Add XOM

    +0.2%　$11.4M

  • Add LMT

    -3.2%　$9.6M

  • Add COP

    +0.3%　$9.9M

  • Trim UPS

    -57.7%　-$12.1M

  • Trim ACN

    +0.5%　-$13.4M

  • Trim MSFT

    +0.3%　-$12.7M

Holdings Map

New buyAddUnchangedTrim

Top 10 holdings by weight

Full holdings list this quarter

#TickerIssuerAsset SubclassWeightWeight ChangeShares Change4Q Trend
1JNJJohnson & JohnsonStock-Healthcare3.86%-0.05%-20.79%
2CSCOCisco Systems INCStock-Tech3.53%—+0.12%
3LMTLockheed Martin CORPStock-Industrials3.01%+0.65%-3.20%
4TXNTexas Instruments INCStock-Tech2.83%+0.45%+0.28%
5CBChubb LimitedStock-Financials2.74%—+0.24%
6PFEPfizer INCStock-Healthcare2.63%+0.43%+0.26%
7MSFTMicrosoft CORPStock-Tech2.29%-0.54%+0.32%
8PAYXPaychex INCStock-Tech2.20%+0.31%+33.78%
9XOMExxon Mobil CORPStock-Energy2.13%+0.70%+0.16%
10ACNAccenture plcStock-Tech2.11%-0.58%+0.53%
11MRKMerck & Co. INC.Stock-Healthcare2.06%+0.35%—
12HSYHershey Co/theStock-Consumer Staples2.05%+0.35%+0.23%
13PEPPepsico INCStock-Consumer Staples1.94%+0.24%+0.18%
14HDHome Depot INCStock-Consumer Disc1.93%—+0.22%
15CATCaterpillar INCStock-Industrials1.92%-0.45%-37.81%
16COPConocophillipsStock-Energy1.86%+0.62%+0.26%
17MDTMedtronic plcStock-Healthcare1.86%-0.11%-1.31%
18AFLAflac INCStock-Financials1.81%—+0.36%
19TSCOTractor Supply CompanyStock-Consumer Disc1.69%-0.06%+0.82%
20PGProcter & Gamble Co/theStock-Consumer Staples1.65%—-0.12%
21ADPAutomatic Data ProcessingStock-Tech1.65%+0.51%+73.32%
22DGXQuest Diagnostics INCStock-Healthcare1.62%+0.26%—
23TAt&t INCStock-Comm Services1.61%+0.31%—
24SNYSanofi-adrStock-Healthcare1.59%——
25GNRCGenerac Holdings INCStock-Industrials1.55%+0.54%+1.60%
26VZVerizon Communications INCStock-Comm Services1.53%+0.37%+1.82%
27AAPLApple INCStock-Tech1.51%—-0.41%
28ETNEaton Corporation plcStock-Industrials1.51%+0.24%—
29AEPAmerican Electric PowerStock-Utilities1.46%+0.25%—
30MCDMcdonald's CORPStock-Consumer Disc1.44%——
31VLOValero Energy CORPStock-Energy1.41%+0.53%—
32SHELShell Plc-adrStock-Energy1.41%+0.36%+0.29%
33DRIDarden Restaurants INCStock-Consumer Disc1.31%——
34CLXClorox CompanyStock-Consumer Staples1.30%+0.23%+12.41%
35BHPBhp Group Ltd-spon AdrStock-Materials1.25%-0.23%-33.66%
36JPMJpmorgan Chase & CoStock-Financials1.25%——
37GDGeneral Dynamics CORPStock-Industrials1.25%——
38KEYSKeysight Technologies InStock-Tech1.25%+0.40%+0.48%
39DUKDuke Energy CORPStock-Utilities1.15%——
40CVXChevron CORPStock-Energy1.13%+0.34%—
41ABTAbbott LaboratoriesStock-Healthcare1.12%-0.17%—
42MMM3m CoStock-Industrials1.08%—+0.32%
43LOWLowe's Cos INCStock-Consumer Disc1.08%——
44DEDeere & CoStock-Industrials1.06%+0.23%—
45EMREmerson Electric CoStock-Industrials1.00%——
46GWWWw Grainger INCStock-Industrials0.99%—+1.15%
47VBRVanguard Small-cap Value ETFETF-Other0.99%—+6.39%
48AXPAmerican Express CoStock-Financials0.95%-0.13%+0.98%
49LHLabcorp Holdings INCStock-Healthcare0.94%—-0.78%
50ZTSZoetis INCStock-Healthcare0.90%+0.22%+34.30%
1–50 of 123

Holding changes this quarter

Willis Investment Counsel's most significant position changes for 2026-03-31: Sold out: Walmart INC (WMT); Sold out: Kimberly-clark CORP (KMB); Sold out: Genuine Parts Co (GPC); Sold out: T Rowe Price Group INC (TROW); Sold out: Reinsurance Group Of America (RGA).

Position changes disclosed by Willis Investment Counsel for the quarter ending 2026-03-31, including ticker, issuer, weight change, shares change, and action
#TickerIssuerWeight ChangeShares ChangeAction
1XOMExxon Mobil CORP+0.7%+0.16%Add
2LMTLockheed Martin CORP+0.7%-3.20%Trim
3COPConocophillips+0.6%+0.26%Add
4GNRCGenerac Holdings INC+0.5%+1.60%Add
5VLOValero Energy CORP+0.5%—Unchanged
6ADPAutomatic Data Processing+0.5%+73.32%Add
7TXNTexas Instruments INC+0.5%+0.28%Add
8PFEPfizer INC+0.4%+0.26%Add
9KEYSKeysight Technologies In+0.4%+0.48%Add
10VZVerizon Communications INC+0.4%+1.82%Add
11SHELShell Plc-adr+0.4%+0.29%Add
12HSYHershey Co/the+0.4%+0.23%Add
13MRKMerck & Co. INC.+0.4%—Unchanged
14CVXChevron CORP+0.3%—Unchanged
15TAt&t INC+0.3%—Unchanged
16PAYXPaychex INC+0.3%+33.78%Add
17DGXQuest Diagnostics INC+0.3%—Unchanged
18AEPAmerican Electric Power+0.3%—Unchanged
19ETNEaton Corporation plc+0.2%—Unchanged
20PEPPepsico INC+0.2%+0.18%Add
21DEDeere & Co+0.2%—Unchanged
22CLXClorox Company+0.2%+12.41%Add
23ZTSZoetis INC+0.2%+34.30%Add
24RSPInvesco S&p 500 Equal Weight+0.2%+23.19%Add
25JNJJohnson & Johnson-0.1%-20.79%Trim
26TSCOTractor Supply Company-0.1%+0.82%Add
27MDTMedtronic plc-0.1%-1.31%Trim
28AXPAmerican Express Co-0.1%+0.98%Add
29ABTAbbott Laboratories-0.2%—Unchanged
30GOOGLAlphabet Inc-cl A-0.2%-22.31%Trim
31ROSTRoss Stores INC-0.2%-47.21%Trim
32BHPBhp Group Ltd-spon Adr-0.2%-33.66%Trim
33AMATApplied Materials INC-0.3%-57.29%Trim
34NVDANvidia CORP-0.4%-36.67%Trim
35LLYEli Lilly & Co-0.4%-29.38%Trim
36CATCaterpillar INC-0.5%-37.81%Trim
37MSFTMicrosoft CORP-0.5%+0.32%Add
38ACNAccenture plc-0.6%+0.53%Add
39UPSUnited Parcel Service-cl B-0.6%-57.71%Trim
40WMTWalmart INC—EXITSold out
41KMBKimberly-clark CORP—EXITSold out
42GPCGenuine Parts Co—EXITSold out
43TROWT Rowe Price Group INC—EXITSold out
44RGAReinsurance Group Of America—EXITSold out
45KVUEKenvue INC—EXITSold out
46INTCIntel CORP—EXITSold out
47TGTTarget CORP—EXITSold out
48SPGIS&p Global INC—NEWNew buy
49INTUIntuit INC—NEWNew buy
50✓ Csg Systems International In—EXITSold out

FAQ

What is Willis Investment Counsel and what type of investor is it?
Willis Investment Counsel is a investment manager that files SEC Form 13F quarterly, disclosing its U.S. public equity holdings to regulators. As of the most recent reporting period (2026-03-31), the firm manages a tracked equity portfolio valued at approximately $1.8B, spread across 123 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. Johnson & Johnson (JNJ) — $70.7M (3.9%) 2. Cisco Systems INC (CSCO) — $64.7M (3.5%) 3. Lockheed Martin CORP (LMT) — $55.1M (3.0%) 4. Texas Instruments INC (TXN) — $51.8M (2.8%) 5. Chubb Limited (CB) — $50.1M (2.7%)
What changes did Willis Investment Counsel make in its most recent portfolio filing?
In the latest reported quarter, Willis Investment Counsel made 41 notable position adjustments: 2 new positions were initiated, 19 existing holdings were added to, 11 positions were partially reduced, and 9 were completely exited. The largest of these moves: Sold out: Walmart INC (WMT); Sold out: Kimberly-clark CORP (KMB); Sold out: Genuine Parts Co (GPC); Sold out: T Rowe Price Group INC (TROW); Sold out: Reinsurance Group Of America (RGA)
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: 22.2% • Health Care: 18.8% • Industrials: 17.4% • Consumer Discretionary: 8.7% • Financials: 8.5% • Energy: 8.2%