HOLLAND ADVISORY SERVICES, INC.

Filed: 7/13/2026ACC: 0001890183-26-000003

📋 What this filing means

HOLLAND ADVISORY SERVICES, INC. filed this quarterly 13F‑HR report disclosing 49 equity positions with a total reported market value of $90.54M. This filing provides a transparent view of the manager's long equity holdings as of the quarter end.

Positions

$90.54M

Total AUM (reported)

713.69K

Total Shares

Allocation by class

CORE S&P500 ETF$23.48M25.9%

CORE S&P MCP ETF$20.27M22.4%

COM$15.92M17.6%

CORE S&P SCP ETF$11.37M12.6%

INT VL FCT ETF$7.10M7.8%

TOTAL STK MKT$2.80M3.1%

SEMICONDUCTR ETF$1.23M1.4%

Portfolio Concentration

Top 3$55.12M60.9%

4–10$16.95M18.7%

11–25$10.94M12.1%

Rest$7.53M8.3%

Top 3 weight

60.9%

Top 10 weight

79.6%

Voting Authority Distribution

Total shares with voting rights: 713.69K

Sole

Full voting authority

84.00

% of voting shares0.0%

Shared

Joint voting authority

0.00

% of voting shares0.0%

None

No voting authority

713.61K

% of voting shares100.0%

Investment Discretion (by position count)

Sole49

Shared0

Other0

Dominant voting typeNone · 100.0% of voting shares

Institutional Holdings49

Rows:

ISHARES TR

SOLE

CORE S&P500 ETF

Shares31.35K

TypeSH

Market value$23.48M

25.93%

Sole

0.00

Shared

0.00

None

31.35K

ISHARES TR

SOLE

CORE S&P MCP ETF

Shares262.85K

TypeSH

Market value$20.27M

22.39%

Sole

60.00

Shared

0.00

None

262.79K

ISHARES TR

SOLE

CORE S&P SCP ETF

Shares76.65K

TypeSH

Market value$11.37M

12.56%

Sole

24.00

Shared

0.00

None

76.63K

FIDELITY COVINGTON TRUST

SOLE

INT VL FCT ETF

Shares184.20K

TypeSH

Market value$7.10M

7.84%

Sole

0.00

Shared

0.00

None

184.20K

VANGUARD INDEX FDS

SOLE

TOTAL STK MKT

Shares7.57K

TypeSH

Market value$2.80M

3.09%

Sole

0.00

Shared

0.00

None

7.57K

APPLE INC

SOLE

COM

Shares7.52K

TypeSH

Market value$2.18M

2.40%

Sole

0.00

Shared

0.00

None

7.52K

MICROSOFT CORP

SOLE

COM

Shares3.30K

TypeSH

Market value$1.23M

1.36%

Sole

0.00

Shared

0.00

None

3.30K

VANECK ETF TRUST

SOLE

SEMICONDUCTR ETF

Shares1.88K

TypeSH

Market value$1.23M

1.36%

Sole

0.00

Shared

0.00

None

1.88K

PHILIP MORRIS INTL INC

SOLE

COM

Shares6.71K

TypeSH

Market value$1.21M

1.34%

Sole

0.00

Shared

0.00

None

6.71K

JPMORGAN CHASE & CO

SOLE

COM

Shares3.66K

TypeSH

Market value$1.20M

1.32%

Sole

0.00

Shared

0.00

None

3.66K

DELL TECHNOLOGIES INC

SOLE

CL C

Shares2.73K

TypeSH

Market value$1.18M

1.30%

Sole

0.00

Shared

0.00

None

2.73K

ISHARES TR

SOLE

RUS MD CP GR ETF

Shares8.04K

TypeSH

Market value$1.18M

1.30%

Sole

0.00

Shared

0.00

None

8.04K

ISHARES TR

SOLE

CORE MSCI EAFE

Shares11.02K

TypeSH

Market value$1.06M

1.18%

Sole

0.00

Shared

0.00

None

11.02K

CATERPILLAR INC

SOLE

COM

Shares865.00

TypeSH

Market value$921.0K

1.02%

Sole

0.00

Shared

0.00

None

865.00

WALMART INC

SOLE

COM

Shares6.87K

TypeSH

Market value$777.7K

0.86%

Sole

0.00

Shared

0.00

None

6.87K

MCDONALDS CORP

SOLE

COM

Shares2.52K

TypeSH

Market value$682.1K

0.75%

Sole

0.00

Shared

0.00

None

2.52K

EXXON MOBIL CORP

SOLE

COM

Shares4.95K

TypeSH

Market value$676.1K

0.75%

Sole

0.00

Shared

0.00

None

4.95K

NVIDIA CORPORATION

SOLE

COM

Shares3.25K

TypeSH

Market value$650.8K

0.72%

Sole

0.00

Shared

0.00

None

3.25K

JOHNSON & JOHNSON

SOLE

COM

Shares2.43K

TypeSH

Market value$617.2K

0.68%

Sole

0.00

Shared

0.00

None

2.43K

VANGUARD INDEX FDS

SOLE

VALUE ETF

Shares2.81K

TypeSH

Market value$612.2K

0.68%

Sole

0.00

Shared

0.00

None

2.81K

ALTRIA GROUP INC

SOLE

COM

Shares7.71K

TypeSH

Market value$554.8K

0.61%

Sole

0.00

Shared

0.00

None

7.71K

PROCTER & GAMBLE CO

SOLE

COM

Shares3.74K

TypeSH

Market value$548.7K

0.61%

Sole

0.00

Shared

0.00

None

3.74K

ISHARES TR

SOLE

S&P 500 GRWT ETF

Shares3.75K

TypeSH

Market value$516.4K

0.57%

Sole

0.00

Shared

0.00

None

3.75K

AMGEN INC

SOLE

COM

Shares1.35K

TypeSH

Market value$490.5K

0.54%

Sole

0.00

Shared

0.00

None

1.35K

CISCO SYS INC

SOLE

COM

Shares4.07K

TypeSH

Market value$477.6K

0.53%

Sole

0.00

Shared

0.00

None

4.07K

Issuer	Class	Shares	Type	Value / Portfolio %	Voting — Sole	None
ISHARES TRSOLE	CORE S&P500 ETF	31.35K	SH	$23.48M 25.93%	0.00	31.35K
ISHARES TRSOLE	CORE S&P MCP ETF	262.85K	SH	$20.27M 22.39%	60.00	262.79K
ISHARES TRSOLE	CORE S&P SCP ETF	76.65K	SH	$11.37M 12.56%	24.00	76.63K
FIDELITY COVINGTON TRUSTSOLE	INT VL FCT ETF	184.20K	SH	$7.10M 7.84%	0.00	184.20K
VANGUARD INDEX FDSSOLE	TOTAL STK MKT	7.57K	SH	$2.80M 3.09%	0.00	7.57K
APPLE INCSOLE	COM	7.52K	SH	$2.18M 2.40%	0.00	7.52K
MICROSOFT CORPSOLE	COM	3.30K	SH	$1.23M 1.36%	0.00	3.30K
VANECK ETF TRUSTSOLE	SEMICONDUCTR ETF	1.88K	SH	$1.23M 1.36%	0.00	1.88K
PHILIP MORRIS INTL INCSOLE	COM	6.71K	SH	$1.21M 1.34%	0.00	6.71K
JPMORGAN CHASE & COSOLE	COM	3.66K	SH	$1.20M 1.32%	0.00	3.66K
DELL TECHNOLOGIES INCSOLE	CL C	2.73K	SH	$1.18M 1.30%	0.00	2.73K
ISHARES TRSOLE	RUS MD CP GR ETF	8.04K	SH	$1.18M 1.30%	0.00	8.04K
ISHARES TRSOLE	CORE MSCI EAFE	11.02K	SH	$1.06M 1.18%	0.00	11.02K
CATERPILLAR INCSOLE	COM	865.00	SH	$921.0K 1.02%	0.00	865.00
WALMART INCSOLE	COM	6.87K	SH	$777.7K 0.86%	0.00	6.87K
MCDONALDS CORPSOLE	COM	2.52K	SH	$682.1K 0.75%	0.00	2.52K
EXXON MOBIL CORPSOLE	COM	4.95K	SH	$676.1K 0.75%	0.00	4.95K
NVIDIA CORPORATIONSOLE	COM	3.25K	SH	$650.8K 0.72%	0.00	3.25K
JOHNSON & JOHNSONSOLE	COM	2.43K	SH	$617.2K 0.68%	0.00	2.43K
VANGUARD INDEX FDSSOLE	VALUE ETF	2.81K	SH	$612.2K 0.68%	0.00	2.81K
ALTRIA GROUP INCSOLE	COM	7.71K	SH	$554.8K 0.61%	0.00	7.71K
PROCTER & GAMBLE COSOLE	COM	3.74K	SH	$548.7K 0.61%	0.00	3.74K
ISHARES TRSOLE	S&P 500 GRWT ETF	3.75K	SH	$516.4K 0.57%	0.00	3.75K
AMGEN INCSOLE	COM	1.35K	SH	$490.5K 0.54%	0.00	1.35K
CISCO SYS INCSOLE	COM	4.07K	SH	$477.6K 0.53%	0.00	4.07K

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