Willis Investment Counsel
CIK 1310929 · View on SEC EDGAR ↗
- Portfolio value
- $2.1B
- Positions
- 125
- As of
- June 30, 2026
#1,463 of 9,443 by 13F value · top 15.5%
Portfolio value QoQ: +14.6% 13F does not disclose cash
- Top 10 holdings weight
- 28.16%
- Top 25 holdings weight
- 52.32%
- Positions above 1%
- 48
- Effective number of positions
- 58.9
Based on 13F long-equity holdings only (cash, bonds, shorts not disclosed)
Turnover Q2 2026: 4.35% Est. buys $248,447,708 · sells $85,431,003
Median holding: 7.0 quarters Tracked Q4 2024–Q2 2026 · 83.9% still held
- New positions
- 7
- Increased
- 73
- Decreased
- 28
- Closed
- 5
On this page
- Performance vs S&P How this manager's 13F portfolio performed against the S&P 500.
- Sector breakdown How the portfolio splits across market sectors.
- Portfolio Every stock this institution reports holding, from its latest 13F.
- High-conviction bets The holdings this manager is most concentrated in.
- Biggest new bets Brand-new positions opened in the latest quarter.
- Top moves The biggest position increases and decreases this quarter.
- Exited positions Positions the manager fully sold out of last quarter.
Performance vs S&P 500
Annualized: +12.5% · S&P 500: +18.0%
Approximates a buy-and-hold portfolio built from quarterly SEC 13F snapshots. Excludes cash, short positions, options/derivatives, and non-13(f) securities — reflects the disclosed long-equity book only, not total fund AUM. SEC filing lag is up to 45 days; this is not a real-time-copyable timing.
Priceable coverage: 98.7% · Options excluded: 0.0%
Sector breakdown
Industrials
23.4%
Healthcare
18.1%
Technology
14.5%
Communications
5.8%
Financials
5.7%
Energy
4.5%
Retail
4.4%
Consumer Staples
3.2%
Financial Services
3.2%
Consumer Discretionary
2.6%
Consumer products
2.5%
Utilities
2.3%
Telecommunication
2.1%
Materials
1.8%
Communication Services
1.4%
Logistics & Transportation
0.6%
Diversified Consumer Services
0.4%
Packaging
0.3%
Real Estate
0.3%
Other/Unmapped
2.9%
Full portfolio 125 positions
| Type | Streak | 8Q trend | |||||
|---|---|---|---|---|---|---|---|
| CSCO Cisco Systems, Inc. - Common Stock | $103,858,367 | 4.95% | 884,202 | $39,143,884 | Up ×5 | ||
| JNJ Johnson & Johnson Common Stock | $78,600,159 | 3.75% | 309,486 | $7,854,823 | Up ×1 | ||
| TXN Texas Instruments Incorporated - Common Stock | $70,642,888 | 3.37% | 237,001 | $18,876,622 | Down ×1 | ||
| CAT Caterpillar, Inc. Common Stock | $58,111,593 | 2.77% | 54,570 | $22,911,049 | Up ×1 | ||
| CB Chubb Limited Common Stock | $55,498,026 | 2.65% | 162,875 | $5,372,927 | Up ×3 | ||
| LMT Lockheed Martin Corporation Common Stock | $49,048,262 | 2.34% | 96,275 | $-6,095,677 | Up ×1 | ||
| PAYX Paychex, Inc. - Common Stock | $45,987,761 | 2.19% | 467,688 | $5,728,557 | Up ×5 | ||
| MSFT Microsoft Corporation - Common Stock | $45,190,254 | 2.15% | 121,147 | $3,200,390 | Up ×3 | ||
| PFE Pfizer, Inc. Common Stock | $43,789,673 | 2.09% | 1,818,508 | $-4,449,998 | Up ×3 | ||
| MRK Merck & Company, Inc. Common Stock (new) | $40,190,560 | 1.92% | 312,767 | $2,453,422 | Down ×1 | ||
| HD Home Depot, Inc. (The) Common Stock | $39,806,286 | 1.90% | 112,868 | $4,456,202 | Up ×3 | ||
| AFL AFLAC Incorporated Common Stock | $38,052,784 | 1.81% | 324,544 | $4,900,616 | Up ×3 | ||
| FTNT Fortinet, Inc. - Common Stock | $35,466,096 | 1.69% | 230,869 | $19,429,445 | Up ×6 | ||
| Unknown issuer (CUSIP: 30233q108) | $33,752,613 | 1.61% | 246,874 | Up ×1 | |||
| HSY The Hershey Company Common Stock | $33,465,333 | 1.60% | 190,740 | $-4,154,649 | Up ×3 | ||
| GNRC Generac Holdlings Inc. Common Stock | $33,378,876 | 1.59% | 113,995 | $4,973,792 | Down ×1 | ||
| KEYS Keysight Technologies Inc. Common Stock | $33,278,354 | 1.59% | 95,062 | $10,408,361 | Up ×3 | ||
| ADP Automatic Data Processing, Inc. - Common Stock | $33,157,141 | 1.58% | 148,056 | $2,993,851 | Down ×1 | ||
| ACN Accenture plc Class A Ordinary Shares (Ireland) | $33,097,680 | 1.58% | 265,973 | $-5,528,815 | Up ×5 | ||
| ETN Eaton Corporation, PLC Ordinary Shares | $32,799,735 | 1.56% | 76,973 | $5,233,035 | Down ×1 | ||
| PEP PepsiCo, Inc. - Common Stock | $32,430,196 | 1.55% | 239,514 | $-3,139,289 | Up ×3 | ||
| MDT Medtronic plc. Ordinary Shares | $32,429,386 | 1.55% | 414,539 | $-1,541,573 | Up ×1 | ||
| AAPL Apple Inc. - Common Stock | $32,201,428 | 1.53% | 111,285 | $4,503,803 | Up ×1 | ||
| DGX Quest Diagnostics Incorporated Common Stock | $32,110,425 | 1.53% | 151,500 | $2,360,661 | Down ×1 | ||
| ABT Abbott Laboratories Common Stock | $31,336,968 | 1.49% | 345,349 | $10,869,806 | Up ×1 | ||
| PG Procter & Gamble Company (The) Common Stock | $30,702,017 | 1.46% | 209,370 | $403,272 | Down ×3 | ||
| COP ConocoPhillips Common Stock | $28,505,936 | 1.36% | 274,201 | $-5,475,220 | Up ×3 | ||
| AEP American Electric Power Company, Inc. - Common Stock | $27,777,629 | 1.32% | 203,038 | $1,097,868 | Down ×1 | ||
| BHP BHP Group Limited American Depositary Shares (Each representing two Ordinary Shares) | $27,595,521 | 1.32% | 331,239 | $4,681,766 | Up ×1 | ||
| GWW W.W. Grainger, Inc. Common Stock | $27,346,761 | 1.30% | 20,102 | $9,134,597 | Up ×5 | ||
| VLO Valero Energy Corporation Common Stock | $27,163,892 | 1.29% | 104,300 | $1,319,324 | Down ×1 | ||
| SNY Sanofi - American Depositary Shares | $25,694,118 | 1.22% | 602,300 | $-3,406,602 | Down ×1 | ||
| JPM JP Morgan Chase & Co. Common Stock | $25,465,619 | 1.21% | 77,798 | $2,556,732 | Down ×1 | ||
| DRI Darden Restaurants, Inc. Common Stock | $25,215,624 | 1.20% | 122,400 | $1,181,120 | Down ×1 | ||
| TSCO Tractor Supply Company - Common Stock | $24,014,338 | 1.14% | 759,707 | $-6,936,026 | Up ×5 | ||
| MMM 3M Company Common Stock | $23,774,864 | 1.13% | 146,840 | $3,940,803 | Up ×3 | ||
| VZ Verizon Communications Inc. Common Stock | $23,625,297 | 1.13% | 557,990 | $-4,461,603 | Down ×1 | ||
| GD General Dynamics Corporation Common Stock | $23,556,960 | 1.12% | 66,500 | $664,186 | Down ×1 | ||
| AXP American Express Company Common Stock | $22,891,407 | 1.09% | 67,676 | $5,578,662 | Up ×3 | ||
| MCD McDonald's Corporation Common Stock | $22,837,140 | 1.09% | 84,485 | $-3,513,190 | Down ×1 | ||
| SHEL Shell PLC American Depositary Shares (each representing two (2) Ordinary Shares) | $22,642,300 | 1.08% | 292,008 | $-3,167,060 | Up ×3 | ||
| AMAT Applied Materials, Inc. - Common Stock | $22,510,605 | 1.07% | 31,135 | $13,470,601 | Up ×1 | ||
| CLX Clorox Company (The) Common Stock | $21,884,392 | 1.04% | 229,300 | $-1,950,508 | Down ×1 | ||
| DE Deere & Company Common Stock | $21,694,086 | 1.03% | 34,200 | $2,372,896 | Down ×1 | ||
| LLY Eli Lilly and Company Common Stock | $21,610,130 | 1.03% | 18,017 | $8,018,689 | Up ×1 | ||
| ADBE Adobe Inc. - Common Stock | $21,281,486 | 1.01% | 103,802 | $8,097,070 | Up ×6 | ||
| LH Labcorp Holdings Inc. Common Stock | $21,089,320 | 1.01% | 75,319 | $3,882,743 | Up ×1 | ||
| T AT&T Inc. | $20,990,007 | 1.00% | 1,014,010 | $-8,452,527 | Down ×1 | ||
| DUK Duke Energy Corporation (Holding Company) Common Stock | $20,270,141 | 0.97% | 160,137 | $-717,184 | Down ×1 | ||
| EMR Emerson Electric Company Common Stock | $19,926,480 | 0.95% | 139,200 | $1,636,088 | Down ×1 | ||
| RSP | $19,762,078 | 0.94% | 92,880 | $4,273,174 | Up ×6 | ||
| LOW Lowe's Companies, Inc. Common Stock | $18,348,737 | 0.87% | 83,218 | $-1,361,268 | Down ×1 | ||
| GOOGL Alphabet Inc. - Class A Common Stock | $17,795,954 | 0.85% | 49,797 | $6,098,876 | Up ×1 | ||
| HUBB Hubbell Inc Common Stock | $17,120,674 | 0.82% | 32,723 | $3,478,593 | Up ×3 | ||
| NVDA NVIDIA Corporation - Common Stock | $16,736,128 | 0.80% | 83,643 | $4,712,469 | Up ×1 | ||
| CVX Chevron Corporation Common Stock | $16,555,612 | 0.79% | 99,877 | $-4,133,354 | Down ×1 | ||
| MA Mastercard Incorporated Common Stock | $15,468,605 | 0.74% | 30,118 | $2,984,600 | Up ×3 | ||
| WM Waste Management, Inc. Common Stock | $15,295,363 | 0.73% | 68,626 | $-543,143 | Down ×2 | ||
| WAT Waters Corporation Common Stock | $14,761,574 | 0.70% | 39,360 | $4,821,010 | Up ×3 | ||
| MSI Motorola Solutions, Inc. Common Stock | $13,538,454 | 0.65% | 32,600 | Up ×1 | |||
| ZTS Zoetis Inc. Class A Common Stock | $12,341,668 | 0.59% | 171,746 | $-4,202,885 | Up ×3 | ||
| FDS FactSet Research Systems Inc. Common Stock | $11,738,912 | 0.56% | 51,021 | $2,446,532 | Up ×3 | ||
| UPS United Parcel Service, Inc. Common Stock | $11,727,605 | 0.56% | 109,094 | $2,974,441 | Up ×1 | ||
| META Meta Platforms, Inc. - Class A Common Stock | $10,909,237 | 0.52% | 19,367 | $1,786,624 | Up ×1 | ||
| ROST Ross Stores, Inc. - Common Stock | $9,843,035 | 0.47% | 46,244 | $1,553,905 | Up ×1 | ||
| SHW Sherwin-Williams Company (The) Common Stock | $9,831,369 | 0.47% | 28,553 | $2,136,887 | Up ×3 | ||
| NRC National Research Corporation - Common Stock | $9,378,312 | 0.45% | 434,785 | $5,563,959 | Up ×3 | ||
| FTDR Frontdoor, Inc. - Common Stock | $9,302,963 | 0.44% | 119,899 | $5,117,085 | Up ×5 | ||
| MEDP Medpace Holdings, Inc. - Common Stock | $7,867,059 | 0.37% | 14,855 | $3,010,417 | Up ×2 | ||
| QLYS Qualys, Inc. - Common Stock | $7,858,378 | 0.37% | 57,156 | $4,833,088 | Up ×3 | ||
| LQDT Liquidity Services, Inc. - Common Stock | $7,567,412 | 0.36% | 193,441 | $3,519,149 | Up ×5 | ||
| DCI Donaldson Company, Inc. Common Stock | $7,338,249 | 0.35% | 81,745 | $2,632,462 | Up ×5 | ||
| GIL Gildan Activewear, Inc. Class A Sub. Vot. Common Stock | $6,872,398 | 0.33% | 133,186 | $2,267,973 | Up ×3 | ||
| STRL Sterling Infrastructure, Inc. - Common Stock | $6,849,178 | 0.33% | 8,160 | $237,964 | Down ×1 | ||
| SPGI S&P Global Inc. Common Stock | $6,824,456 | 0.33% | 16,757 | $978,158 | Up ×1 | ||
| LOGI Logitech International S.A. - Registered Shares | $6,774,454 | 0.32% | 72,038 | $2,664,851 | Up ×3 | ||
| JKHY Jack Henry & Associates, Inc. - Common Stock | $6,692,511 | 0.32% | 48,588 | $3,764,346 | Up ×6 | ||
| AVY Avery Dennison Corporation Common Stock | $5,610,491 | 0.27% | 34,558 | $3,795,279 | Up ×4 | ||
| LAMR Lamar Advertising Company - Class A Common Stock | $5,273,840 | 0.25% | 33,811 | $2,799,410 | Up ×5 | ||
| PAYC Paycom Software, Inc. Common Stock | $4,979,442 | 0.24% | 39,620 | $2,119,727 | Up ×6 | ||
| AOS A.O. Smith Corporation Common Stock | $4,780,895 | 0.23% | 76,226 | $1,620,391 | Up ×5 | ||
| ALGN Align Technology, Inc. - Common Stock | $4,728,383 | 0.23% | 28,035 | $3,620,602 | Up ×2 | ||
| TTC Toro Company (The) Common Stock | $4,619,169 | 0.22% | 47,415 | $2,053,774 | Up ×6 | ||
| ZBRA Zebra Technologies Corporation - Class A Common Stock | $4,521,491 | 0.22% | 17,175 | $2,408,319 | Up ×4 | ||
| INTU Intuit Inc. - Common Stock | $4,219,848 | 0.20% | 16,168 | $-1,342,288 | Up ×1 | ||
| EVTC Evertec, Inc. Common Stock | $4,182,974 | 0.20% | 150,575 | $1,502,074 | Up ×6 | ||
| JBTM JBT Marel Corporation Common Stock | $3,973,145 | 0.19% | 27,401 | $2,468,499 | Up ×3 | ||
| VRSN VeriSign, Inc. - Common Stock | $3,847,359 | 0.18% | 15,294 | $1,613,361 | Up ×6 | ||
| HXL Hexcel Corporation Common Stock | $3,817,289 | 0.18% | 38,150 | $2,106,753 | Up ×1 | ||
| UI Ubiquiti Inc. Common Stock | $3,732,336 | 0.18% | 6,989 | $628,077 | Up ×3 | ||
| MSM MSC Industrial Direct Company, Inc. Common Stock | $3,718,139 | 0.18% | 31,258 | $28,631 | Down ×1 | ||
| BMI Badger Meter, Inc. Common Stock | $2,727,670 | 0.13% | 18,383 | Up ×1 | |||
| TECH Bio-Techne Corp - Common Stock | $2,660,608 | 0.13% | 37,659 | $1,756,405 | Up ×3 | ||
| DLB Dolby Laboratories Common Stock | $2,095,523 | 0.10% | 39,854 | $858,047 | Up ×6 | ||
| Unknown issuer (CUSIP: F42674113) | $1,722,482 | 0.08% | 8,105 | Up ×1 | |||
| IJH | $1,246,406 | 0.06% | 16,164 | $154,851 | |||
| MXCT MaxCyte, Inc. - Common Stock | $1,061,192 | 0.05% | 862,758 | $455,105 | |||
| KO Coca-Cola Company (The) Common Stock | $1,029,203 | 0.05% | 12,664 | $62,760 | Down ×1 | ||
| VOO | $831,727 | 0.04% | 1,211 | $130,801 | Up ×4 | ||
| VO | $827,293 | 0.04% | 10,268 | $90,102 | Up ×1 | ||
| No matches | |||||||
Conviction holdings
Positions increased for 3+ consecutive quarters.
Share counts are as reported in 13F filings (not split-adjusted)
| Security | Value | % of portfolio | Streak |
|---|---|---|---|
| CSCO | $103,858,367 | 4.95% | up ×5 |
| CB | $55,498,026 | 2.65% | up ×3 |
| PAYX | $45,987,761 | 2.19% | up ×5 |
| MSFT | $45,190,254 | 2.15% | up ×3 |
| PFE | $43,789,673 | 2.09% | up ×3 |
| HD | $39,806,286 | 1.90% | up ×3 |
| AFL | $38,052,784 | 1.81% | up ×3 |
| FTNT | $35,466,096 | 1.69% | up ×6 |
| HSY | $33,465,333 | 1.60% | up ×3 |
| KEYS | $33,278,354 | 1.59% | up ×3 |
| ACN | $33,097,680 | 1.58% | up ×5 |
| PEP | $32,430,196 | 1.55% | up ×3 |
| COP | $28,505,936 | 1.36% | up ×3 |
| GWW | $27,346,761 | 1.30% | up ×5 |
| TSCO | $24,014,338 | 1.14% | up ×5 |
Biggest new bets
New positions opened this quarter, largest first.
Top movers (QoQ)
| Security | Action | Shares Δ | Value Δ |
|---|---|---|---|
| CSCO | Bought more | +50K | +$39.1M |
| CAT | Bought more | +5K | +$22.9M |
| FTNT | Bought more | +35K | +$19.4M |
| TXN | Trimmed | -30K | +$18.9M |
| AMAT | Bought more | +5K | +$13.5M |
| ABT | Bought more | +146K | +$10.9M |
| KEYS | Bought more | +14K | +$10.4M |
| GWW | Bought more | +3K | +$9.1M |
| T | Trimmed | -2K | -$8.5M |
| ADBE | Bought more | +50K | +$8.1M |
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.
| Security | Quarter | Shares before | Value before | Price since exit |
|---|---|---|---|---|
| XOM | June 30, 2026 | 229,781 | $38,984,644 | 21.7% |
| WMT | March 31, 2026 | 305,526 | $34,038,652 | -17.0% |
| KMB | March 31, 2026 | 197,015 | $19,876,843 | 12.4% |
| VBR | June 30, 2026 | 83,829 | $18,211,850 | No longer tracked |
| GPC | March 31, 2026 | 139,019 | $17,093,776 | 26.7% |
| TROW | March 31, 2026 | 154,600 | $15,827,948 | 26.2% |
| RGA | March 31, 2026 | 56,330 | $11,460,902 | 19.4% |
| KVUE | March 31, 2026 | 655,600 | $11,309,100 | 9.9% |
| INTC | March 31, 2026 | 304,384 | $11,231,770 | 108.3% |
| TGT | March 31, 2026 | 114,800 | $11,221,700 | 34.0% |
| TTE | Sept. 30, 2025 | 117,137 | $7,191,040 | 52.3% |
| MUR | Sept. 30, 2025 | 239,336 | $5,385,060 | 34.3% |
| CSGS | March 31, 2026 | 54,097 | $4,148,699 | No longer tracked |
| MOS | June 30, 2025 | 135,138 | $3,650,077 | -34.9% |
| AAP | June 30, 2025 | 72,173 | $2,829,903 | -6.8% |
| ATKR | March 31, 2026 | 39,351 | $2,488,951 | 59.1% |
| FTRE | June 30, 2025 | 184,307 | $1,391,518 | 263.6% |
| PZZA | March 31, 2026 | 34,700 | $1,335,603 | -26.8% |
| BRKA | March 31, 2025 | 1 | $680,920 | No longer tracked |
| FIZZ | Sept. 30, 2025 | 12,539 | $542,186 | -14.0% |
| COF | March 31, 2026 | 1,286 | $311,675 | 19.3% |
| VENU | June 30, 2025 | 32,306 | $298,831 | No longer tracked |
| TG | June 30, 2026 | 35,000 | $278,250 | 1.1% |
| MCK | June 30, 2026 | 262 | $227,009 | 13.4% |
| MUR | June 30, 2026 | 5,405 | $222,956 | 17.2% |
| IWN | June 30, 2025 | 1,400 | $211,372 | No longer tracked |
| SEGI | Dec. 31, 2025 | 19,305 | $10 | No longer tracked |