Holland Advisory Services provides financial planning, portfolio management for individuals and small businesses, and pension consulting. Financial planning was provided to 101–250 clients last fiscal year.
Holland Advisory Services reports 527 clients. They include 452 individual clients, 74 high-net-worth individuals and 1 pension or profit-sharing plan. Of its assets, 100.0% ($308M across 1,060 accounts) are managed with discretion. It advised 16 clients without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 86% | 44% |
| High-net-worth individuals | 14% | 56% |
| Pension and profit-sharing plans | <1% | 0% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 452 | $136M | 44.2% | $301K |
| High-net-worth individuals | 74 | $172M | 55.8% | $2.32M |
| Pension and profit-sharing plans | 1 | $0 | 0.0% | $0 |
| Total | 527 | $308M | 100% | $584K |
- Clients
- 452
- Regulatory AUM
- $136M
- AUM share
- 44.2%
- Avg. per client
- $301K
- Clients
- 74
- Regulatory AUM
- $172M
- AUM share
- 55.8%
- Avg. per client
- $2.32M
- Clients
- 1
- Regulatory AUM
- $0
- AUM share
- 0.0%
- Avg. per client
- $0
Total
- Clients
- 527
- Regulatory AUM
- $308M
- AUM share
- 100%
- Avg. per client
- $584K
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 16
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 101–250
Holland Advisory Services charges 0.50%–2.00% a year for its Portfolio management services. The fee is billed in advance and is negotiable. The brochure also prices 4 other services, listed under fee details.
Fee details and sources
Other fees
- Financial advice
- Billed hourly or as a flat fee, as agreed by both parties before the work starts; no rate is stated.
- Financial planning
- Billed hourly or as a flat fee, as agreed by both parties before the work starts; no rate is stated.
- Pension consulting
- Negotiated case by case, depending on the range and complexity of the service.
- Trust asset management
- Trust assets managed ongoing by Holland Advisory are charged an annual fee of 1%, collected quarterly and negotiable.
Holland Financial Inc. owns 75% or more of Holland Advisory Services and is in turn owned by David Holland (75% or more). The leadership team of Holland Advisory Services includes President Kalon Hoard. It has 17 employees, 10 of them in advisory roles.
Leadership
- Kalon HoardPresident
- Kalon HoardChief Compliance Officer
- David HollandCEO
Investment adviser representatives
11 representatives listed in the SEC register as of 9 October 2026.
- Troy Denston
- Anthony John Hayes
- Jenny Marie Hinkle
- Kalon Mark Hoard
- David Dean Holland
- Zachary Samuel Holland
- Robert James Mara
- Miranda Renee Mumma
- Beverly L Neel
- Angela Ann Pinkerton
- Matthew David Sumrall
Staff
- 17 employees
- 10 in advisory functions
- 10 state-registered reps
- 11 insurance agents
- Owns 75% or more of Holland Advisory Services, Inc.
Holland Financial Inc.
Control person · since January 2010
- Owns 75% or more of Holland Financial Inc.
David Holland
Control person · since January 2010
Holland Advisory Services’ regulatory assets grew 1.6× from $190M (March 2021) to $308M (August 2026); clients rose from 497 to 527 and employees from 13 to 17.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| August 2026 | $308M | 527 | 17 | 1 |
| June 2025 | $264M | 1,025 | 19 | 1 |
| May 2024 | $233M | 509 | 13 | 1 |
| March 2023 | $185M | 505 | 14 | 1 |
| March 2022 | $212M | 510 | 14 | 1 |
| March 2021 | $190M | 497 | 13 | 1 |
Besides its headquarters, Holland Advisory Services has 0 offices, with 1 listed address in Florida.
Florida · 1 listed address
- 700 West Granada Boulevard, Ormond BeachHQ
Contact and registration details
- Legal name
- Holland Advisory Services, Inc.
- Headquarters
- 700 West Granada Boulevard, Ormond Beach, FL 32174-9036
- Website
- hollandcolumn.com
- Phone
- 386-671-7526
- @holland-financial-inc-
- SEC file
- 801-110617
- Structure
- Florida corporation
- Fiscal year end
- December
Holland Advisory Services uses Fidelity ($302M) as custodian for its separately managed accounts. Holland Advisory Services has custody of $21.1M in client assets for 34 clients.
- FidelityFidelity Brokerage Services LLC · Smithfield, RI · $302M100%
At year end, Holland Advisory Services’ separately managed accounts were mostly in funds (86%). Its reported 13F holdings for the quarter ended 30 June 2026 total $90.5M across 49 positions; the largest are iShares TR (25.9%), iShares TR (22.4%) and iShares TR (12.6%).
What the accounts hold
- Stocks7%
- Funds86%
- Registered funds85%
- Pooled vehicles1%
- Bonds2%
- State and local bonds1%
- Investment grade corporate bonds1%
- Cash5%
Reported 13F holdings
- $90.5M
- Reported 13F value
- 49
- Positions
- 79.6%
- In the 10 largest
- +21.3%
- Value vs. prior quarter
- iShares TR · Core S&P500 ETF25.9%
- iShares TR · Core S&P Mcp ETF22.4%
- iShares TR · Core S&P Scp ETF12.6%
- Fidelity Covington Trust · Int VL Fct ETF7.8%
- Vanguard Index Fds · Total Stk Mkt3.1%
- Apple Inc.2.4%
- Microsoft Corp.1.4%
- Vaneck ETF Trust · Semiconductr ETF1.4%
- Philip Morris Intl Inc.1.3%
- JPMORGAN Chase & CO1.3%
Together, the ten largest are 79.6% of reported value.
How many clients does Holland Advisory Services have?
Holland Advisory Services has 527 clients and manages $308 million for them, as of August 2026. They include 452 individual clients, 74 high-net-worth individuals and 1 pension or profit-sharing plan.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 5 August 2026
What services does Holland Advisory Services offer?
Holland Advisory Services provides financial planning, portfolio management for individuals and small businesses, and pension consulting.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does Holland Advisory Services charge?
Holland Advisory Services charges 0.50%–2.00% a year for its Portfolio management services. The fee is billed in advance and is negotiable.
Which custodians does Holland Advisory Services use?
Holland Advisory Services’ separately managed account assets are held at Fidelity Brokerage Services LLC (Smithfield, RI), with $302M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 5 August 2026
How many financial advisors does Holland Advisory Services have?
Holland Advisory Services has 10 investment adviser representatives registered with state securities authorities, out of 17 employees, and 10 perform investment advisory functions. 0 employees are registered representatives of a broker-dealer and 11 employees are licensed insurance agents.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does Holland Advisory Services invest in?
At the end of its last fiscal year, Holland Advisory Services’ separately managed accounts held 85% registered funds (mutual funds, ETFs, BDCs), 7% exchange-traded equities, 5% cash and equivalents, 1% state and local bonds, 1% investment grade corporate bonds and 1% pooled vehicles (private funds and similar).
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Holland Advisory Services?
Holland Advisory Services is owned through a holding company by David Holland. Its direct owner is Holland Financial Inc. (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 5 August 2026
How does Holland Advisory Services get paid?
Holland Advisory Services is paid through a percentage of assets under management, hourly charges and fixed fees. Its Form ADV lists no commissions or performance-based fees among how it is paid.
Source: Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file
Is Holland Advisory Services registered with the SEC?
Yes, Holland Advisory Services has been registered with the SEC as an investment adviser since 12 June 2017. Its CRD number is 136302 and its SEC file number is 801-110617.
Source: Form ADV Part 1A, Item 1, filed 5 August 2026; IAPD firm record
How do I contact Holland Advisory Services?
Holland Advisory Services’ main office is at 700 West Granada Boulevard, Ormond Beach, FL 32174-9036. Its phone number is 386-671-7526. Its website is hollandcolumn.com.