Holland Advisory Services, Inc. Long-Term Concentrated

Name: Holland Advisory Services, Inc. Q3 2026 13F Filing | 13F Explorer
Creator: Holland Advisory Services, Inc.
Published: 2026-10-26

Location: Ormond Beach, FL

CIK: 0001890183 · Show all filings

Period: Q3 2026 (← Previous)

Filing Date: Oct 26, 2026

Total Value: $95.61M (100.0% shares, 0.0% debt)

Holdings (50)

New Positions (3)

BUFR FIRST TR EXCHNG TRADED FD VI 6.3%

Value $5.982M Shares 159,648 Share Price $37.47 Est. Cost/Share $37.11 Unrealized @ Report Date +1.0%

FMDE FIDELITY COVINGTON TRUST 2.2%

Value $2.103M Shares 52,082 Share Price $40.38 Est. Cost/Share $41.34 Unrealized @ Report Date -2.3%

XOM EXXONMOBIL HOLDINGS CORP 0.8%

Value $799K Shares 4,908 Share Price $162.75 Est. Cost/Share $162.75 Unrealized @ Report Date —

Ticker	Issuer	Shares	Value	%	Share Price	Est. Cost/Share	Unrealized @ Report Date	Class	CUSIP
BUFR	FIRST TR EXCHNG TRADED FD VI	159,648	$5.982M	6.3%	$37.47	$37.11	+1.0%	FT LADD BUFF ETF	33740F755
FMDE	FIDELITY COVINGTON TRUST	52,082	$2.103M	2.2%	$40.38	$41.34	-2.3%	ENH MID COR ETF	31609A503
XOM	EXXONMOBIL HOLDINGS CORP	4,908	$799K	0.8%	$162.75	$162.75	—	COM SHS	30233Q108

Increased Positions (4)

IJR ISHARES TR 11.1%

Value $10.61M (-6.7%) Shares 77,960 (+1.7%) Share Price $136.04 Est. Cost/Share $112.02 Unrealized @ Report Date +21.4%

SMH VANECK ETF TRUST 1.4%

Value $1.336M (+8.6%) Shares 2,194 (+17.0%) Share Price $608.93 Est. Cost/Share $549.58 Unrealized @ Report Date +10.8%

FIVA FIDELITY COVINGTON TRUST 7.4%

Value $7.079M (-0.2%) Shares 186,053 (+1.0%) Share Price $38.05 Est. Cost/Share $37.42 Unrealized @ Report Date +1.7%

CAT CATERPILLAR INC 1.0%

Value $936K (+1.6%) Shares 1,154 (+33.4%) Share Price $810.81 Est. Cost/Share $407.76 Unrealized @ Report Date +98.8%

Ticker	Issuer	Shares	Value	%	Share Price	Est. Cost/Share	Unrealized @ Report Date	Class	CUSIP
IJR	ISHARES TR	77,960 (+1.7%)	$10.61M (-6.7%)	11.1%	$136.04	$112.02	+21.4%	CORE S&P SCP ETF	464287804
SMH	VANECK ETF TRUST	2,194 (+17.0%)	$1.336M (+8.6%)	1.4%	$608.93	$549.58	+10.8%	SEMICONDUCTR ETF	92189F676
FIVA	FIDELITY COVINGTON TRUST	186,053 (+1.0%)	$7.079M (-0.2%)	7.4%	$38.05	$37.42	+1.7%	INT VL FCT ETF	316092717
CAT	CATERPILLAR INC	1,154 (+33.4%)	$936K (+1.6%)	1.0%	$810.81	$407.76	+98.8%	COM	149123101

Exited Positions (2)

XOM EXXON MOBIL CORP 0.7%

Value $676K Shares 4,945 Share Price $136.72 * Est. Cost/Share $101.56 Unrealized @ Report Date +60.3%

AMZN AMAZON COM INC 0.2%

Value $209K Shares 876 Share Price $238.34 * Est. Cost/Share $251.01 Unrealized @ Report Date -0.7%

Ticker	Issuer	Shares	Value	%	Share Price	Est. Cost/Share	Unrealized @ Report Date	Class	CUSIP
XOM	EXXON MOBIL CORP	4,945	$676K	0.7%	$136.72 *	$101.56	+60.3%	—	30231G102
AMZN	AMAZON COM INC	876	$209K	0.2%	$238.34 *	$251.01	-0.7%	—	023135106

Decreased Positions (18)

IVV ISHARES TR 23.8%

Value $22.75M (-3.1%) Shares 29,706 (-5.3%) Share Price $765.85 Est. Cost/Share $424.20 Unrealized @ Report Date +80.5%

MSFT MICROSOFT CORP 1.7%

Value $1.638M (+33.0%) Shares 3,193 (-3.3%) Share Price $512.88 Est. Cost/Share $349.69 Unrealized @ Report Date +46.7%

NVDA NVIDIA CORPORATION 0.4%

Value $389K (-40.3%) Shares 1,701 (-47.7%) Share Price $228.43 Est. Cost/Share $142.41 Unrealized @ Report Date +60.4%

MCD MCDONALDS CORP 0.6%

Value $546K (-20.0%) Shares 2,363 (-6.3%) Share Price $230.89 Est. Cost/Share $236.93 Unrealized @ Report Date -2.5%

CVX CHEVRON CORPORATION 0.6%

Value $537K (+20.4%) Shares 2,627 (-2.3%) Share Price $204.24 Est. Cost/Share $144.01 Unrealized @ Report Date +41.8%

WMT WALMART INC 0.7%

Value $703K (-9.6%) Shares 6,765 (-1.5%) Share Price $103.92 Est. Cost/Share $54.10 Unrealized @ Report Date +92.1%

CSCO CISCO SYS INC 0.4%

Value $406K (-15.1%) Shares 3,769 (-7.3%) Share Price $107.63 Est. Cost/Share $47.73 Unrealized @ Report Date +125.5%

DELL DELL TECHNOLOGIES INC 1.3%

Value $1.25M (+6.1%) Shares 2,324 (-14.9%) Share Price $537.89 Est. Cost/Share $124.63 Unrealized @ Report Date +331.6%

IBM INTERNATIONAL BUSINESS MACHS 0.2%

Value $220K (-23.6%) Shares 1,001 (-2.3%) Share Price $220.01 Est. Cost/Share $145.47 Unrealized @ Report Date +51.2%

JPM JPMORGAN CHASE & CO 1.2%

Value $1.133M (-5.6%) Shares 3,423 (-6.6%) Share Price $330.88 Est. Cost/Share $160.73 Unrealized @ Report Date +105.8%

CCL CARNIVAL CORP LTD 0.2%

Value $212K (-18.0%) Shares 8,622 (-4.6%) Share Price $24.54 Est. Cost/Share $28.57 Unrealized @ Report Date —

AAPL APPLE INC 2.2%

Value $2.141M (-1.7%) Shares 6,429 (-14.6%) Share Price $333.04 Est. Cost/Share $161.83 Unrealized @ Report Date +105.8%

BRO BROWN & BROWN INC 0.4%

Value $383K (-7.4%) Shares 6,285 (-2.4%) Share Price $60.90 Est. Cost/Share $62.78 Unrealized @ Report Date -3.0%

V VISA INC 0.3%

Value $291K (-6.3%) Shares 810 (-10.6%) Share Price $359.33 Est. Cost/Share $249.68 Unrealized @ Report Date +43.9%

BAC BANK OF AMER CORP 0.2%

Value $237K (-5.8%) Shares 4,349 (-1.4%) Share Price $54.43 Est. Cost/Share $41.45 Unrealized @ Report Date +31.3%

MDLZ MONDELEZ INTL INC 0.5%

Value $439K (-1.8%) Shares 7,589 (-1.7%) Share Price $57.82 Est. Cost/Share $67.21 Unrealized @ Report Date -14.0%

JNJ JOHNSON & JOHNSON 0.7%

Value $623K (+1.0%) Shares 2,354 (-3.1%) Share Price $264.77 Est. Cost/Share $149.67 Unrealized @ Report Date +76.9%

MMM 3M CO 0.3%

Value $255K (-0.9%) Shares 1,551 (-2.2%) Share Price $164.16 Est. Cost/Share $141.25 Unrealized @ Report Date +16.2%

Ticker	Issuer	Shares	Value	%	Share Price	Est. Cost/Share	Unrealized @ Report Date	Class	CUSIP
IVV	ISHARES TR	29,706 (-5.3%)	$22.75M (-3.1%)	23.8%	$765.85	$424.20	+80.5%	CORE S&P500 ETF	464287200
MSFT	MICROSOFT CORP	3,193 (-3.3%)	$1.638M (+33.0%)	1.7%	$512.88	$349.69	+46.7%	COM	594918104
NVDA	NVIDIA CORPORATION	1,701 (-47.7%)	$389K (-40.3%)	0.4%	$228.43	$142.41	+60.4%	COM	67066G104
MCD	MCDONALDS CORP	2,363 (-6.3%)	$546K (-20.0%)	0.6%	$230.89	$236.93	-2.5%	COM	580135101
CVX	CHEVRON CORPORATION	2,627 (-2.3%)	$537K (+20.4%)	0.6%	$204.24	$144.01	+41.8%	COM	166764100
WMT	WALMART INC	6,765 (-1.5%)	$703K (-9.6%)	0.7%	$103.92	$54.10	+92.1%	COM	931142103
CSCO	CISCO SYS INC	3,769 (-7.3%)	$406K (-15.1%)	0.4%	$107.63	$47.73	+125.5%	COM	17275R102
DELL	DELL TECHNOLOGIES INC	2,324 (-14.9%)	$1.25M (+6.1%)	1.3%	$537.89	$124.63	+331.6%	CL C	24703L202
IBM	INTERNATIONAL BUSINESS MACHS	1,001 (-2.3%)	$220K (-23.6%)	0.2%	$220.01	$145.47	+51.2%	COM	459200101
JPM	JPMORGAN CHASE & CO	3,423 (-6.6%)	$1.133M (-5.6%)	1.2%	$330.88	$160.73	+105.8%	COM	46625H100
CCL	CARNIVAL CORP LTD	8,622 (-4.6%)	$212K (-18.0%)	0.2%	$24.54	$28.57	—	COMMON SHARES	G2004J103
AAPL	APPLE INC	6,429 (-14.6%)	$2.141M (-1.7%)	2.2%	$333.04	$161.83	+105.8%	COM	037833100
BRO	BROWN & BROWN INC	6,285 (-2.4%)	$383K (-7.4%)	0.4%	$60.90	$62.78	-3.0%	COM	115236101
V	VISA INC	810 (-10.6%)	$291K (-6.3%)	0.3%	$359.33	$249.68	+43.9%	COM CL A	92826C839
BAC	BANK OF AMER CORP	4,349 (-1.4%)	$237K (-5.8%)	0.2%	$54.43	$41.45	+31.3%	COM	060505104
MDLZ	MONDELEZ INTL INC	7,589 (-1.7%)	$439K (-1.8%)	0.5%	$57.82	$67.21	-14.0%	CL A	609207105
JNJ	JOHNSON & JOHNSON	2,354 (-3.1%)	$623K (+1.0%)	0.7%	$264.77	$149.67	+76.9%	COM	478160104
MMM	3M CO	1,551 (-2.2%)	$255K (-0.9%)	0.3%	$164.16	$141.25	+16.2%	COM	88579Y101

Unchanged Positions (25)

IJH ISHARES TR 19.9%

Value $19.07M Shares 265,067 Share Price $71.95 Est. Cost/Share $57.58 Unrealized @ Report Date +25.0%

AMGN AMGEN INC 0.6%

Value $573K Shares 1,360 Share Price $421.37 Est. Cost/Share $195.83 Unrealized @ Report Date +115.2%

IWP ISHARES TR 1.2%

Value $1.103M Shares 8,012 Share Price $137.68 Est. Cost/Share $116.39 Unrealized @ Report Date +18.3%

PM PHILIP MORRIS INTL INC 1.3%

Value $1.281M Shares 6,714 Share Price $190.81 Est. Cost/Share $86.20 Unrealized @ Report Date +121.4%

HUBB HUBBELL INC 0.4%

Value $348K Shares 767 Share Price $453.44 Est. Cost/Share $199.94 Unrealized @ Report Date +126.9%

MRK MERCK & CO INC 0.4%

Value $345K Shares 2,372 Share Price $145.33 Est. Cost/Share $93.24 Unrealized @ Report Date +55.8%

PNW PINNACLE WEST CAP CORP 0.3%

Value $278K Shares 2,985 Share Price $93.04 Est. Cost/Share $89.32 Unrealized @ Report Date +4.2%

INTC INTEL CORP 0.3%

Value $247K Shares 2,057 Share Price $120.21 Est. Cost/Share $101.12 Unrealized @ Report Date +18.9%

MO ALTRIA GROUP INC 0.5%

Value $519K Shares 7,710 Share Price $67.34 Est. Cost/Share $36.43 Unrealized @ Report Date +84.8%

IWO ISHARES TR 0.3%

Value $323K Shares 906 Share Price $356.77 Est. Cost/Share $301.37 Unrealized @ Report Date +18.4%

SOXX ISHARES TR 0.2%

Value $222K Shares 390 Share Price $568.64 Est. Cost/Share $507.70 Unrealized @ Report Date +12.0%

VTI VANGUARD INDEX FDS 3.0%

Value $2.826M Shares 7,552 Share Price $374.25 Est. Cost/Share $242.58 Unrealized @ Report Date +54.3%

DIS DISNEY WALT CO 0.3%

Value $264K Shares 2,517 Share Price $104.92 Est. Cost/Share $100.71 Unrealized @ Report Date +4.2%

TRV TRAVELERS COMPANIES INC 0.3%

Value $307K Shares 860 Share Price $356.51 Est. Cost/Share $292.96 Unrealized @ Report Date +21.7%

IVW ISHARES TR 0.6%

Value $535K Shares 3,759 Share Price $142.25 Est. Cost/Share $80.56 Unrealized @ Report Date +76.6%

VBR VANGUARD INDEX FDS 0.3%

Value $329K Shares 1,425 Share Price $230.99 Est. Cost/Share $177.98 Unrealized @ Report Date +29.8%

IJJ ISHARES TR 0.2%

Value $224K Shares 1,627 Share Price $137.75 Est. Cost/Share $108.82 Unrealized @ Report Date +26.6%

IWS ISHARES TR 0.5%

Value $433K Shares 2,692 Share Price $160.73 Est. Cost/Share $119.25 Unrealized @ Report Date +34.8%

DIA STATE STR SPDR DOW JONES IND 0.2%

Value $219K Shares 431 Share Price $508.83 Est. Cost/Share $499.41 Unrealized @ Report Date +1.8%

VIG VANGUARD SPECIALIZED FUNDS 0.4%

Value $350K Shares 1,500 Share Price $233.31 Est. Cost/Share $164.83 Unrealized @ Report Date +41.5%

VTV VANGUARD INDEX FDS 0.6%

Value $607K Shares 2,811 Share Price $216.08 Est. Cost/Share $142.44 Unrealized @ Report Date +51.7%

IEFA ISHARES TR 1.1%

Value $1.066M Shares 11,005 Share Price $96.88 Est. Cost/Share $69.58 Unrealized @ Report Date +39.2%

PG PROCTER & GAMBLE CO 0.6%

Value $547K Shares 3,762 Share Price $145.30 Est. Cost/Share $134.13 Unrealized @ Report Date +8.3%

QQQ INVESCO QQQ TR 0.3%

Value $263K Shares 355 Share Price $740.64 Est. Cost/Share $607.50 Unrealized @ Report Date +21.8%

XLF SELECT SECTOR SPDR TR 0.4%

Value $340K Shares 6,370 Share Price $53.40 Est. Cost/Share $34.10 Unrealized @ Report Date +56.6%

Ticker	Issuer	Shares	Value	%	Share Price	Est. Cost/Share	Unrealized @ Report Date	Class	CUSIP
IJH	ISHARES TR	265,067	$19.07M	19.9%	$71.95	$57.58	+25.0%	CORE S&P MCP ETF	464287507
AMGN	AMGEN INC	1,360	$573K	0.6%	$421.37	$195.83	+115.2%	COM	031162100
IWP	ISHARES TR	8,012	$1.103M	1.2%	$137.68	$116.39	+18.3%	RUS MD CP GR ETF	464287481
PM	PHILIP MORRIS INTL INC	6,714	$1.281M	1.3%	$190.81	$86.20	+121.4%	COM	718172109
HUBB	HUBBELL INC	767	$348K	0.4%	$453.44	$199.94	+126.9%	COM	443510607
MRK	MERCK & CO INC	2,372	$345K	0.4%	$145.33	$93.24	+55.8%	COM	58933Y105
PNW	PINNACLE WEST CAP CORP	2,985	$278K	0.3%	$93.04	$89.32	+4.2%	COM	723484101
INTC	INTEL CORP	2,057	$247K	0.3%	$120.21	$101.12	+18.9%	COM	458140100
MO	ALTRIA GROUP INC	7,710	$519K	0.5%	$67.34	$36.43	+84.8%	COM	02209S103
IWO	ISHARES TR	906	$323K	0.3%	$356.77	$301.37	+18.4%	RUS 2000 GRW ETF	464287648
SOXX	ISHARES TR	390	$222K	0.2%	$568.64	$507.70	+12.0%	ISHARES SEMICDTR	464287523
VTI	VANGUARD INDEX FDS	7,552	$2.826M	3.0%	$374.25	$242.58	+54.3%	MRNGSTR TTL STK	922908769
DIS	DISNEY WALT CO	2,517	$264K	0.3%	$104.92	$100.71	+4.2%	COM	254687106
TRV	TRAVELERS COMPANIES INC	860	$307K	0.3%	$356.51	$292.96	+21.7%	COM	89417E109
IVW	ISHARES TR	3,759	$535K	0.6%	$142.25	$80.56	+76.6%	S&P 500 GRWT ETF	464287309
VBR	VANGUARD INDEX FDS	1,425	$329K	0.3%	$230.99	$177.98	+29.8%	MRNGSTR SML CP V	922908611
IJJ	ISHARES TR	1,627	$224K	0.2%	$137.75	$108.82	+26.6%	S&P MC 400VL ETF	464287705
IWS	ISHARES TR	2,692	$433K	0.5%	$160.73	$119.25	+34.8%	RUS MDCP VAL ETF	464287473
DIA	STATE STR SPDR DOW JONES IND	431	$219K	0.2%	$508.83	$499.41	+1.8%	UT SER 1	78467X109
VIG	VANGUARD SPECIALIZED FUNDS	1,500	$350K	0.4%	$233.31	$164.83	+41.5%	DIV APP ETF	921908844
VTV	VANGUARD INDEX FDS	2,811	$607K	0.6%	$216.08	$142.44	+51.7%	MRNGSTR VAL ETF	922908744
IEFA	ISHARES TR	11,005	$1.066M	1.1%	$96.88	$69.58	+39.2%	CORE MSCI EAFE	46432F842
PG	PROCTER & GAMBLE CO	3,762	$547K	0.6%	$145.30	$134.13	+8.3%	COM	742718109
QQQ	INVESCO QQQ TR	355	$263K	0.3%	$740.64	$607.50	+21.8%	UNIT SER 1	46090E103
XLF	SELECT SECTOR SPDR TR	6,370	$340K	0.4%	$53.40	$34.10	+56.6%	ST STR FINL ETF	81369Y605