Holland Advisory Services, Inc.

RIA/Wealth

Holland Advisory Services, Inc. is a RIA/Wealth based in Ormond Beach, FL led by David Dean Holland, reporting $263.5M in AUM as of Q3 2025 with 77% ETF concentration, 81% concentrated in top 10 holdings, and 30% allocation to IVV.

CEODavid Dean Holland

Portfolio Value: $72.8M
Positions: 45
Top Holding: IVV at 29.84%
Last Reported: Q3 2025

Address700 West Granada Boulevard, Ormond Beach, FL, 32174-9036, United States

Top Holdings

Largest long holdings in Holland Advisory Services, Inc.'s portfolio (80.9% of total portfolio)

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Holding	Sector	Position	Weight	Traded	Ownership	Owned Since
1 iShares Core S&P 500 ETF IVV	ETF ETF	$21.7M	29.84%	-$646.5K Sold	— 32.5K shares	Q4 2021 Held for 4 years
2 iShares Core S&P Mid-Cap ETF IJH	ETF ETF	$17.2M	23.56%	-$245.1K Sold	— 262.8K shares	Q4 2021 Held for 4 years
3 iShares Core S&P Small-Cap ETF IJR	ETF ETF	$9.1M	12.54%	+$320.2K Bought	— 76.8K shares	Q4 2021 Held for 4 years
4 Vanguard Total Stock Market VTI	ETF ETF	$2.6M	3.51%	-$23.0K Sold	— 7.8K shares	Q4 2021 Held for 4 years
5 Apple AAPL	Consumer Electronics Technology	$2.0M	2.71%	-$32.3K Sold	0.00% 7.7K shares	Q4 2021 Held for 4 years
6 Microsoft MSFT	Software - Infrastructure Technology	$1.7M	2.36%	+$108.8K Bought	0.00% 3.3K shares	Q4 2021 Held for 4 years
7 iShares Russell Mid-Cap Growth IWP	ETF ETF	$1.3M	1.74%	-$6.1K Sold	— 8.9K shares	Q4 2021 Held for 4 years
8 Philip Morris International PM	Tobacco Consumer Defensive	$1.2M	1.68%	-$9.4K Sold	0.00% 7.6K shares	Q3 2023 Held for 2y 3m
9 JPMorgan Chase JPM	Banks - Diversified Financial Services	$1.2M	1.61%	+$630.8 Bought	0.00% 3.7K shares	Q4 2021 Held for 4 years
10 iShares Core MSCI EAFE ETF IEFA	ETF ETF	$957.0K	1.31%	—	— 11.0K shares	Q4 2021 Held for 4 years

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Changes

Portfolio activity, position movements, and quarter-over-quarter changes in Holland Advisory Services, Inc.'s latest filing

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Market Value

$72.8M

Prior: $68.5M

Q/Q Change

+6.33%

+$4.3M

Net Flows % of MV

-0.561%

Turnover Ratio

1.49%

New Purchases

1 stocks

$205.8K

Added To

21 stocks

+$465.2K

Sold Out Of

0 stocks

Reduced Holdings

9 stocks

-$1.1M

Increased Positions

Position	Shares Δ	Change
1 Southern Company SO	New	0 → 2.2K +$205.8K
2 Microsoft MSFT	+6.76%	3.1K → 3.3K +$108.8K
3 Amgen AMGN	+4.54%	1.3K → 1.4K +$17.2K
4 iShares Core S&P Small-Cap ETF IJR	+3.63%	74.1K → 76.8K +$320.2K
5 Cisco Systems, Inc. CSCO	+2.21%	4.1K → 4.2K +$6.2K

Decreased Positions

Position	Shares Δ	Change
1 Carnival Corporation CCL	-16.67%	13.4K → 11.1K −$64.4K
2 IJJ iShares S&P Mid-Cap 400 Value ETF IJJ	-10.18%	1.8K → 1.6K −$23.9K
3 International Business Machines IBM	-7.56%	1.3K → 1.2K −$28.8K
4 iShares Core S&P 500 ETF IVV	-2.89%	33.4K → 32.5K −$646.5K
5 Apple AAPL	-1.61%	7.9K → 7.7K −$32.3K

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Analytics

Portfolio insights and performance metrics for Holland Advisory Services, Inc.

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Sector Allocation

ETF

77.00%

Technology

7.00%

Consumer Defensive

4.80%

Financial Services

3.30%

Consumer Cyclical

1.80%

Energy

1.70%

Industrials

1.40%

Healthcare

1.10%

Communication Services

0.70%

Utilities

0.60%

Market Cap Distribution

Mega Cap (> $200B)

16.55%

Large Cap ($10B - $200B)

5.88%

N/A (ETF or Unknown)

77.57%

Portfolio Concentration

Top 10 Holdings %

80.86%

Top 20 Holdings %

89.16%

Top 50 Holdings %

100.0%

Top 100 Holdings %