Holland Advisory Services, Inc.

CIK 1890183 · View on SEC EDGAR ↗

Portfolio value
$90.5M
#8,426 of 9,443 by 13F value · top 89.2%
Positions
49
As of
June 30, 2026

Portfolio value QoQ: +21.3% 13F does not disclose cash

Top 10 holdings weight
79.59%
Top 25 holdings weight
91.68%
Positions above 1%
14
Effective number of positions
7.0

Based on 13F long-equity holdings only (cash, bonds, shorts not disclosed)

Turnover Q2 2026: 5.25% Est. buys $9,863,925 · sells $4,332,047

Median holding: 7.0 quarters Tracked Q4 2024–Q2 2026 · 79.0% still held

New positions
7
Increased
13
Decreased
19
Closed
5
On this page

Sector breakdown

Technology
6.4%
Consumer Staples
2.4%
Financials
2.4%
Consumer Discretionary
2.1%
Industrials
1.7%
Healthcare
1.6%
Energy
1.2%
Retail
1.1%
Consumer products
0.6%
Communications
0.5%
Utilities
0.4%
Financial Services
0.3%
Communication Services
0.3%
Other/Unmapped
78.9%

Full portfolio 49 positions

Type Streak 8Q trend
IVV $23,479,810 25.93% 31,353 $1,984,812 Down ×1
IJH $20,268,116 22.39% 262,847 $2,393,459 Down ×2
IJR $11,368,593 12.56% 76,654 $1,500,352 Down ×2
FIVA $7,095,269 7.84% 184,197 Up ×1
VTI $2,800,274 3.09% 7,567 $334,380 Down ×6
AAPL Apple Inc. - Common Stock $2,177,287 2.40% 7,524 $235,390 Down ×1
MSFT Microsoft Corporation - Common Stock $1,231,581 1.36% 3,302 $1,891 Down ×1
SMH SMH $1,230,450 1.36% 1,876 Up ×1
PM Philip Morris International Inc Common Stock $1,214,116 1.34% 6,711 $61,287 Down ×2
JPM JP Morgan Chase & Co. Common Stock $1,199,155 1.32% 3,663 $63,031 Down ×1
DELL Dell Technologies Inc. Class C Common Stock $1,178,332 1.30% 2,731 $713,217 Down ×1
IWP $1,177,680 1.30% 8,044 $47,015 Down ×1
IEFA $1,063,959 1.18% 11,016 $75,105 Up ×1
CAT Caterpillar, Inc. Common Stock $920,966 1.02% 865 $308,383
WMT Walmart Inc. - Common Stock $777,653 0.86% 6,866 $-91,470 Down ×2
MCD McDonald's Corporation Common Stock $682,065 0.75% 2,523 $-93,517 Up ×1
XOM Exxon Mobil Corporation Common Stock $676,080 0.75% 4,945 $-156,611 Up ×1
NVDA NVIDIA Corporation - Common Stock $650,771 0.72% 3,252 $298,982 Up ×1
JNJ Johnson & Johnson Common Stock $617,175 0.68% 2,430 $23,493 Up ×6
VTV $612,186 0.68% 2,809 $36,233 Down ×2
MO Altria Group, Inc. $554,769 0.61% 7,710 $45,955
PG Procter & Gamble Company (The) Common Stock $548,714 0.61% 3,742 $8,453 Up ×6
IVW $516,449 0.57% 3,755 $53,499 Down ×1
AMGN Amgen Inc. - Common Stock $490,457 0.54% 1,354 $-27,636 Down ×1
CSCO Cisco Systems, Inc. - Common Stock $477,588 0.53% 4,066 $144,082 Down ×1
MDLZ Mondelez International, Inc. - Class A Common Stock $446,689 0.49% 7,723 $2,421 Up ×6
CVX Chevron Corporation Common Stock $445,764 0.49% 2,689 $-97,751 Up ×1
IWS $441,983 0.49% 2,685 $34,371 Down ×1
BRO Brown & Brown, Inc. Common Stock $413,262 0.46% 6,442 $-5,856 Up ×1
HUBB Hubbell Inc Common Stock $401,152 0.44% 767 $24,888
IWO $356,401 0.39% 905 $40,227 Down ×1
VIG $354,930 0.39% 1,500 $-27,877 Down ×1
VBR $345,604 0.38% 1,422 $37,152 Up ×4
XLF XLF $341,496 0.38% 6,370 $27,009
PNW Pinnacle West Capital Corporation Common Stock $318,432 0.35% 2,976 $18,600
V Visa Inc. $310,695 0.34% 906 $61,483 Up ×1
MRK Merck & Company, Inc. Common Stock (new) $303,304 0.33% 2,360 $19,378
IBM International Business Machines Corporation Common Stock $288,101 0.32% 1,025 $3,136 Down ×1
INTC Intel Corporation - Common Stock $287,180 0.32% 2,057 Up ×1
TRV The Travelers Companies, Inc. Common Stock $283,903 0.31% 860 $33,058
QQQ Invesco QQQ Trust, Series 1 $261,585 0.29% 355 $56,559
Unknown issuer (CUSIP: G2004J103) $258,146 0.29% 9,036 Up ×1
MMM 3M Company Common Stock $256,806 0.28% 1,586 $26,456
BAC Bank of America Corporation Common Stock $251,319 0.28% 4,411 $36,462 Up ×4
SOXX SOXX $249,896 0.28% 390 Up ×1
IJJ $240,298 0.27% 1,627 $24,868 Up ×3
DIS Walt Disney Company (The) Common Stock $240,026 0.27% 2,494 $-324
DIA $224,423 0.25% 430
AMZN Amazon.com, Inc. - Common Stock $208,786 0.23% 876 Up ×1

Conviction holdings

Positions increased for 3+ consecutive quarters.

Share counts are as reported in 13F filings (not split-adjusted)

Security Value % of portfolio Streak
JNJ $617,175 0.68% up ×6
PG $548,714 0.61% up ×6
MDLZ $446,689 0.49% up ×6
VBR $345,604 0.38% up ×4
BAC $251,319 0.28% up ×4
IJJ $240,298 0.27% up ×3

Biggest new bets

New positions opened this quarter, largest first.

Security Value Shares % of portfolio
FIVA $7,095,269 184,197 7.84%
SMH $1,230,450 1,876 1.36%
INTC $287,180 2,057 0.32%
Unknown issuer (CUSIP: G2004J103) $258,146 9,036 0.29%
SOXX $249,896 390 0.28%
DIA $224,423 430 0.25%
AMZN $208,786 876 0.23%

Top movers (QoQ)

Security Action Shares Δ Value Δ
IJH Trimmed -2K +$2.4M
IVV Trimmed -2K +$2.0M
IJR Trimmed -3K +$1.5M
DELL Trimmed -103 +$713K
VTI Trimmed -119 +$334K
CAT Price move only +0 +$308K
NVDA Bought more +1K +$299K
AAPL Trimmed -128 +$235K
XOM Bought more +37 -$157K
CSCO Trimmed -232 +$144K

Exited positions

Includes corporate events (mergers, delistings) — not all exits are sells

Closed positions reflect 13F reporting changes; for index managers these are often mechanical (delisting, M&A, index rebalancing), not active decisions.

SecurityQuarter Shares before Value before Price since exit
CALF March 31, 2025 163,238 $7,184,086 No longer tracked
PTLC June 30, 2025 65,994 $3,395,402 No longer tracked
FBTC June 30, 2026 17,060 $1,007,052 No longer tracked
COWZ June 30, 2025 14,978 $820,180 No longer tracked
QQQ Dec. 31, 2025 1,075 $645,398
ICOW March 31, 2025 15,669 $457,383 No longer tracked
CCL June 30, 2026 10,437 $270,122 -10.1%
SO June 30, 2026 2,381 $229,839 -4.8%
FISV June 30, 2025 1,014 $223,856 -70.1%
OKE June 30, 2025 2,255 $223,767 16.1%
HD Dec. 31, 2025 543 $219,867 -2.5%
RIO June 30, 2026 2,309 $215,428 10.3%
CMCSA June 30, 2026 7,411 $212,758 7.8%
HD March 31, 2025 544 $211,555 -8.4%
DIA March 31, 2026 427 $205,058 No longer tracked
B March 31, 2026 4,651 $202,561 15.7%
OKE Dec. 31, 2025 2,771 $202,178 28.9%