# Holland Advisory Services, Inc.

> Institutional holdings reported to the SEC as of Q2 2026 on Form 13F. CIK 1890183. Source: https://holderbook.com/funds/1890183-holland-advisory-services-inc/

- Reported value: $90.5M
- Positions: 49
- Weight of the ten largest: 79.6%
- Filed: 2026-07-13

A 13F reports long US equity positions only. Short positions, bonds, foreign listings, private holdings and cash are not visible, so this is not the manager's whole book.

## Holdings

| Security | Ticker | Value | Shares | Weight | Quarters held |
|---|---|---|---|---|---|
| ISHARES TR | [IVV](https://holderbook.com/stocks/IVV/) | $23.5M | 31,353 | 25.9% | 19 |
| ISHARES TR | [IJH](https://holderbook.com/stocks/IJH/) | $20.3M | 262,847 | 22.4% | 19 |
| ISHARES TR | [IJR](https://holderbook.com/stocks/IJR/) | $11.4M | 76,654 | 12.6% | 19 |
| FIDELITY COVINGTON TRUST | [FIVA](https://holderbook.com/stocks/FIVA/) | $7.1M | 184,197 | 7.8% | 1 |
| VANGUARD INDEX FDS | [VTI](https://holderbook.com/stocks/VTI/) | $2.8M | 7,567 | 3.1% | 19 |
| APPLE INC | [AAPL](https://holderbook.com/stocks/AAPL/) | $2.2M | 7,524 | 2.4% | 19 |
| MICROSOFT CORP | [MSFT](https://holderbook.com/stocks/MSFT/) | $1.2M | 3,302 | 1.4% | 19 |
| VANECK ETF TRUST | [SMH](https://holderbook.com/stocks/SMH/) | $1.2M | 1,876 | 1.4% | 1 |
| PHILIP MORRIS INTL INC | [PM](https://holderbook.com/stocks/PM/) | $1.2M | 6,711 | 1.3% | 12 |
| JPMORGAN CHASE & CO | [JPM](https://holderbook.com/stocks/JPM/) | $1.2M | 3,663 | 1.3% | 19 |
| DELL TECHNOLOGIES INC | [DELL](https://holderbook.com/stocks/DELL/) | $1.2M | 2,731 | 1.3% | 9 |
| ISHARES TR | [IWP](https://holderbook.com/stocks/IWP/) | $1.2M | 8,044 | 1.3% | 19 |
| ISHARES TR | [IEFA](https://holderbook.com/stocks/IEFA/) | $1.1M | 11,016 | 1.2% | 19 |
| CATERPILLAR INC | [CAT](https://holderbook.com/stocks/CAT/) | $921.0K | 865 | 1.0% | 12 |
| WALMART INC | [WMT](https://holderbook.com/stocks/WMT/) | $777.7K | 6,866 | 0.9% | 13 |
| MCDONALDS CORP | [MCD](https://holderbook.com/stocks/MCD/) | $682.1K | 2,523 | 0.8% | 19 |
| EXXON MOBIL CORP | [XOMXXXX](https://holderbook.com/stocks/XOMXXXX/) | $676.1K | 4,945 | 0.7% | 12 |
| NVIDIA CORPORATION | [NVDA](https://holderbook.com/stocks/NVDA/) | $650.8K | 3,252 | 0.7% | 9 |
| JOHNSON & JOHNSON | [JNJ](https://holderbook.com/stocks/JNJ/) | $617.2K | 2,430 | 0.7% | 19 |
| VANGUARD INDEX FDS | [VTV](https://holderbook.com/stocks/VTV/) | $612.2K | 2,809 | 0.7% | 19 |
| ALTRIA GROUP INC | [MO](https://holderbook.com/stocks/MO/) | $554.8K | 7,710 | 0.6% | 12 |
| PROCTER & GAMBLE CO | [PG](https://holderbook.com/stocks/PG/) | $548.7K | 3,742 | 0.6% | 19 |
| ISHARES TR | [IVW](https://holderbook.com/stocks/IVW/) | $516.4K | 3,755 | 0.6% | 19 |
| AMGEN INC | [AMGN](https://holderbook.com/stocks/AMGN/) | $490.5K | 1,354 | 0.5% | 19 |
| CISCO SYS INC | [CSCO](https://holderbook.com/stocks/CSCO/) | $477.6K | 4,066 | 0.5% | 8 |
| MONDELEZ INTL INC | [MDLZ](https://holderbook.com/stocks/MDLZ/) | $446.7K | 7,723 | 0.5% | 12 |
| CHEVRON CORPORATION | [CVX](https://holderbook.com/stocks/CVX/) | $445.8K | 2,689 | 0.5% | 6 |
| ISHARES TR | [IWS](https://holderbook.com/stocks/IWS/) | $442.0K | 2,685 | 0.5% | 19 |
| BROWN & BROWN INC | [BRO](https://holderbook.com/stocks/BRO/) | $413.3K | 6,442 | 0.5% | 19 |
| HUBBELL INC | [HUBB](https://holderbook.com/stocks/HUBB/) | $401.2K | 767 | 0.4% | 16 |
| ISHARES TR | [IWO](https://holderbook.com/stocks/IWO/) | $356.4K | 905 | 0.4% | 19 |
| VANGUARD SPECIALIZED FUNDS | [VIG](https://holderbook.com/stocks/VIG/) | $354.9K | 1,500 | 0.4% | 19 |
| VANGUARD INDEX FDS | [VBR](https://holderbook.com/stocks/VBR/) | $345.6K | 1,422 | 0.4% | 19 |
| SELECT SECTOR SPDR TR | [XLF](https://holderbook.com/stocks/XLF/) | $341.5K | 6,370 | 0.4% | 15 |
| PINNACLE WEST CAP CORP | [PNW](https://holderbook.com/stocks/PNW/) | $318.4K | 2,976 | 0.4% | 5 |
| VISA INC | [V](https://holderbook.com/stocks/V/) | $310.7K | 906 | 0.3% | 11 |
| MERCK & CO INC | [MRK](https://holderbook.com/stocks/MRK/) | $303.3K | 2,360 | 0.3% | 3 |
| INTERNATIONAL BUSINESS MACHS | [IBM](https://holderbook.com/stocks/IBM/) | $288.1K | 1,025 | 0.3% | 12 |
| INTEL CORP | [INTC](https://holderbook.com/stocks/INTC/) | $287.2K | 2,057 | 0.3% | 1 |
| TRAVELERS COMPANIES INC | [TRV](https://holderbook.com/stocks/TRV/) | $283.9K | 860 | 0.3% | 2 |
| INVESCO QQQ TR | [QQQ](https://holderbook.com/stocks/QQQ/) | $261.6K | 355 | 0.3% | 2 |
| CARNIVAL CORP LTD | [CCL](https://holderbook.com/stocks/CCL/) | $258.1K | 9,036 | 0.3% | 1 |
| 3M CO | [MMM](https://holderbook.com/stocks/MMM/) | $256.8K | 1,586 | 0.3% | 5 |
| BANK OF AMER CORP | [BAC](https://holderbook.com/stocks/BAC/) | $251.3K | 4,411 | 0.3% | 5 |
| ISHARES TR | [SOXX](https://holderbook.com/stocks/SOXX/) | $249.9K | 390 | 0.3% | 1 |
| ISHARES TR | [IJJ](https://holderbook.com/stocks/IJJ/) | $240.3K | 1,627 | 0.3% | 19 |
| DISNEY WALT CO | [DIS](https://holderbook.com/stocks/DIS/) | $240.0K | 2,494 | 0.3% | 10 |
| STATE STR SPDR DOW JONES IND | [DIA](https://holderbook.com/stocks/DIA/) | $224.4K | 430 | 0.2% | 1 |
| AMAZON COM INC | [AMZN](https://holderbook.com/stocks/AMZN/) | $208.8K | 876 | 0.2% | 1 |

## What the disclosed book did

Not the fund's return. This is the change in value of the positions disclosed on Form 13F, had they been left untouched, against SPY over the same quarter ends.

| Quarter | Book | Market | Difference | Priced |
|---|---|---|---|---|
| Q2 2026 | +13.7% | +14.8% | -1.1% | 100% |
| Q1 2026 | -0.6% | -4.6% | +4.0% | 100% |
| Q4 2025 | +1.3% | +2.4% | -1.1% | 100% |
| Q3 2025 | +6.3% | +7.8% | -1.5% | 100% |
| Q2 2025 | +7.1% | +10.5% | -3.4% | 100% |
| Q1 2025 | -4.3% | -4.6% | +0.3% | 100% |
| Q4 2024 | -0.1% | +2.1% | -2.3% | 100% |
| Q3 2024 | +6.2% | +5.4% | +0.7% | 100% |

## Quarter by quarter

| Quarter | Value | Positions |
|---|---|---|
| Q2 2026 | $90.5M | 49 |
| Q1 2026 | $74.6M | 47 |
| Q4 2025 | $74.1M | 45 |
| Q3 2025 | $72.8M | 45 |
| Q2 2025 | $68.5M | 42 |
| Q1 2025 | $65.9M | 43 |
| Q4 2024 | $76.6M | 45 |
| Q3 2024 | $76.5M | 44 |
| Q2 2024 | $80.9M | 41 |
| Q1 2024 | $91.3M | 43 |
| Q4 2023 | $87.3M | 40 |
| Q3 2023 | $78.7M | 36 |