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Sterling Investment Counsel, LLC

CIK 1925853 · latest 13F filed 19 October 2026 · Read the filing on EDGAR

Sterling Investment Counsel, LLC reported 194 US-listed holdings worth $436.9 million in its 13F for the quarter ended 30 September 2026, filed 19 October 2026. Its largest: iShares S&P Growth Index FD (9.2%), Invesco Exch Traded FD Trust II (8.3%) and J P Morgan Exchange Traded F (7.5%). Against the quarter before, it opened 11 positions, added to 74, trimmed 68 and sold out of 12.

Reported holdings$436.9M+2.8% on Q2 2026
Positions194-1 on Q2 2026
The largest ten49.3%of its reported holdings
Latest 13FQ3 2026filed 19 October 2026
Where the money is
Added toHeldTrimmed
IVW9.2%QQQM8.3%JEPI7.5%CGXU6.8%AAPL4.5%IJH3.4%NVDA2.6%GOOGL2.6%MSFT2.2%FTEC2.2%IJR2.2%JTNY2.2%180 more42.3%

The 14 largest of its 194 positions, each sized by its share of the reported holdings, coloured by the change in shares against Q2 2026.

Reported holdings, quarter by quarter
Q3 2024: $280.7 million in 173 positions$281MQ3 24Q4 2024: $151.3 million in 128 positions$151MQ4 24Q1 2025: $292.2 million in 174 positions$292MQ1 25Q2 2025: $170.5 million in 140 positions$171MQ2 25Q3 2025: $311.9 million in 130 positions$312MQ3 25Q4 2025: $349.0 million in 187 positions$349MQ4 25Q1 2026: $356.9 million in 196 positions$357MQ1 26Q2 2026: $424.8 million in 195 positions$425MQ2 26Q3 2026: $436.9 million in 194 positions$437MQ3 26

What the fund reported holding at each quarter's end; hover a bar for the number of positions

What its reported holdings returned

Held through each quarter, the holdings it reported returned +32.4% over the 8 quarters to 30 September 2026, against +32.9% for the S&P 500.

Its reported holdingsThe S&P 500
100110120130Q3 24Q4 24Q1 25Q2 25Q3 25Q4 25Q1 26Q2 26Q3 26Its holdings +32.4%S&P 500 +32.9%

Not the fund's own return: each 13F's holdings are kept unchanged until the next one, so trades inside a quarter, dividends, cash and fees are left out. A rough guide to how its picks have done over time.

What it did on the quarter

Opened 11Added 74Held 41Trimmed 68Sold out 12
Opened: 11Added: 74Held: 41Trimmed: 68Sold out: 12

Its positions against its 13F for the quarter to 30 June 2026; a change under 0.1% of a position counts as held

Opened 11

  1. iShares Trust MUB$6.7 million
  2. Guidewire Software, Inc. GWRE$918,786
  3. ExxonMobil Holdings Corp. XOM$749,276
  4. Space Exploration Techn Corp. Class A Com STK SPCX$513,377
  5. iShares SHV$366,042
  6. SPDR Ser Trust BIL$365,827
  7. Marvell Technology, Inc. MRVL$324,530
  8. PIMCO ETF Trust MINT$288,277

and 3 more in the table below

Added to 74

  1. J P Morgan Exchange Traded F JEPI+30,890 shares · +6%
  2. iShares New York Muni Bond ETF NYF+33,501 shares · +457%
  3. Broadcom Inc. AVGO+1,977 shares · +29%
  4. Micron Technology Inc. MU+539 shares · +49%
  5. NVIDIA Corp. NVDA+2,287 shares · +5%
  6. Microsoft Corp. MSFT+935 shares · +5%
  7. iShares Inc. EZU+4,602 shares · +25%
  8. Home Depot, Inc. HD+915 shares · +19%

and 66 more in the table below

Trimmed 68

  1. J P Morgan Exchange Traded F JTNY-52,130 shares · -21%
  2. Palo Alto Networks Inc. PANW-3,169 shares · -24%
  3. Invesco Exch Traded FD Trust II QQQM-3,663 shares · -3%
  4. Fidelity Covington Trust FTEC-3,296 shares · -9%
  5. iShares S&P Growth Index FD IVW-6,688 shares · -2%
  6. iShares Inc. EMXC-6,535 shares · -7%
  7. iShares Trust HYG-8,028 shares · -58%
  8. Vanguard Index FDS VOT-865 shares · -23%

and 60 more in the table below

Sold out of 12

  1. Salesforce, Inc. CRM$1.0 million last quarter
  2. ExxonMobil Holdings Corp. XOM$589,516 last quarter
  3. Wisdomtree Trust DES$343,096 last quarter
  4. Duke Energy Corp. DUK$300,753 last quarter
  5. Altria Group, Inc. MO$285,859 last quarter
  6. SPDR Ser Trust JNK$278,992 last quarter
  7. TJX Companies Inc. TJX$262,250 last quarter
  8. iShares Trust ITOT$260,503 last quarter

What it holds

CompanySharesValueOf its bookChange in shares
iShares S&P Growth Index FD IVW281.2K$40.0 million9.16%-6.7K
Invesco Exch Traded FD Trust II QQQM119.2K$36.3 million8.31%-3.7K
J P Morgan Exchange Traded F JEPI582.1K$32.7 million7.49%+30.9K
Capital Group Intl Focus Eqt CGXU871.1K$29.9 million6.84%-5.5K
Apple Inc. AAPL58.6K$19.5 million4.46%-595
iShares Core S&P Mid-Cap ETF IJH205.8K$14.8 million3.39%+3.3K
NVIDIA Corp. NVDA50.5K$11.5 million2.64%+2.3K
Alphabet Inc. GOOGL32.8K$11.3 million2.58%+629
Microsoft Corp. MSFT18.9K$9.7 million2.22%+935
Fidelity Covington Trust FTEC32.2K$9.7 million2.21%-3.3K
iShares Core S&P Small-Cap ETF IJR69.9K$9.5 million2.18%+692
J P Morgan Exchange Traded F JTNY201.6K$9.5 million2.17%-52.1K
iShares Core S&P 500 ETF IVV11.6K$8.9 million2.03%+4
iShares Inc. EMXC87.2K$8.6 million1.98%-6.5K
Amazon.com Inc. AMZN31.4K$7.8 million1.79%+653
iShares Trust MUB66.1K$6.7 million1.53%new
Meta Platforms, Inc. META7.6K$5.5 million1.27%-184
Berkshire Hathaway Inc. Class B BRKB11.0K$5.5 million1.26%+48
JPMorgan Chase & Co. JPM14.5K$4.8 million1.10%-27
Visa Inc. V11.1K$4.0 million0.91%-287
Palo Alto Networks Inc. PANW9.9K$3.9 million0.90%-3.2K
Walmart Inc. WMT36.0K$3.7 million0.86%+505
Coca-Cola Co. KO40.6K$3.5 million0.80%+607
SPDR S&P 500 SPY4.2K$3.2 million0.72%+83
Broadcom Inc. AVGO8.8K$3.1 million0.71%+2.0K
GE Vernova Inc. GEV3.1K$2.9 million0.66%+19
ServiceNow, Inc. NOW21.4K$2.9 million0.66%+1.2K
Eli Lilly & Co. LLY2.3K$2.7 million0.61%-7
iShares Trust IWF21.4K$2.7 million0.61%no change
Alphabet Inc. GOOG7.6K$2.6 million0.60%-152
iShares Trust IXUS26.1K$2.5 million0.57%+2.1K
AbbVie Inc. ABBV9.3K$2.4 million0.56%+78
iShares S&P 500 Value ETF IVE10.0K$2.3 million0.52%+263
iShares Core Dividend Growth DGRO30.1K$2.3 million0.52%-53
iShares Trust IUSG11.7K$2.3 million0.52%+557
Eaton Corp. plc ETN5.3K$2.3 million0.52%+39
Thermo Fisher Scientific Inc. TMO3.1K$2.1 million0.49%+57
Citizens Financial Group Inc. CFG33.3K$2.1 million0.49%+372
Amphenol Corp. APH24.9K$2.1 million0.48%+1.6K
Analog Devices Inc. ADI5.3K$2.1 million0.48%+110
iShares New York Muni Bond ETF NYF40.8K$2.1 million0.47%+33.5K
Select Sector SPDR Trust XLE31.8K$2.0 million0.45%+326
Merck & Co., Inc. MRK13.3K$1.9 million0.44%-89
ARK ETF Trust ARKW11.6K$1.9 million0.43%+224
Citigroup Inc. C13.9K$1.8 million0.41%+83
Micron Technology Inc. MU1.6K$1.8 million0.40%+539
Invesco QQQ Trust QQQ2.3K$1.7 million0.40%+106
Home Depot, Inc. HD5.8K$1.7 million0.38%+915
Global X FDS BOTZ46.5K$1.6 million0.38%+1.5K
American Electric Power Co. Inc. AEP13.5K$1.6 million0.37%+160
iShares Inc. EZU23.2K$1.6 million0.36%+4.6K
Vanguard S&P 500 VOO2.2K$1.5 million0.35%-22
iShares Trust SHYG36.5K$1.5 million0.34%-548
Uber Technologies, Inc. UBER21.7K$1.5 million0.34%+1.9K
Seagate Technology Holdings plc STX1.6K$1.5 million0.33%-167
Costco Wholesale Corp. COST1.6K$1.4 million0.33%+8
McDonald's Corp. MCD5.9K$1.4 million0.31%+243
Select Sector SPDR Trust XLB27.5K$1.3 million0.31%+651
Parker-Hannifin Corp. PH1.4K$1.3 million0.31%-124
Gilead Sciences, Inc. GILD8.8K$1.3 million0.30%-221
Cardinal Health Inc. CAH5.7K$1.3 million0.29%no change
BlackRock, Inc. BLK1.2K$1.3 million0.29%+6
Global X FDS BUG27.3K$1.3 million0.29%-2.0K
Deere & Co. DE1.7K$1.1 million0.25%+18
Fidelity Comwlth Trust ONEQ10.5K$1.1 million0.25%no change
Johnson & Johnson JNJ4.2K$1.1 million0.25%+3
iShares Trust IGV10.1K$1.1 million0.25%-248
SPDR Ser Trust SPMD16.8K$1.1 million0.24%+1.9K
IQVIA Holdings Inc. IQV3.8K$1.0 million0.24%+82
Applied Materials Inc. AMAT2.0K$1.0 million0.23%+84
iShares Trust LRGF12.4K$963,8610.22%no change
Equinix Inc. EQIX929$939,7580.22%+16
Mastercard Inc. MA1.7K$919,8530.21%-138
Guidewire Software, Inc. GWRE6.4K$918,7860.21%new
M&T Bank Corp. MTB4.2K$914,9330.21%-11
Corning Inc. GLW5.8K$891,1530.20%+1
Vaneck ETF Trust NLR8.4K$873,3060.20%-349
iShares Trust IWR8.0K$854,2150.20%+1.1K
Vanguard Index FDS VOT2.9K$847,3850.19%-865
Tesla, Inc. TSLA2.4K$845,5100.19%+91
MercadoLibre, Inc. MELI485$838,3370.19%+22
iShares Inc. EWJ8.5K$826,8520.19%+1.8K
Charles Schwab Corp. SCHW8.4K$822,1730.19%+254
Vanguard World FD VGT6.5K$813,8390.19%+4
Vanguard S&P 500 Growth ETF VOOG9.2K$787,9300.18%no change
CrowdStrike Holdings, Inc. CRWD2.9K$772,0110.18%+160
Stryker Corp. SYK2.7K$756,7720.17%+141
ExxonMobil Holdings Corp. XOM4.6K$749,2760.17%new
Berkshire Hathaway Inc. Del1$747,0050.17%no change
SPDR Dow Jones Indl Average DIA1.5K$742,4830.17%-33
Marathon Petroleum Corp. MPC1.7K$658,3740.15%no change
JP Morgan Ultra Short Income Et JPST12.4K$624,5380.14%+2.0K
Philip Morris International Inc. PM3.2K$615,3950.14%+35
Cintas Corp. CTAS3.1K$607,8070.14%-200
Vanguard Mega Cap Growth ETF MGK6.6K$607,6000.14%-224
iShares Russell 2000 ETF IWM2.1K$577,7330.13%+195
Caterpillar Inc. CAT696$563,9720.13%-5
Advanced Micro Devices Inc. AMD914$559,1480.13%+204
Chevron Corp. CVX2.7K$559,1270.13%+692
Vanguard Whitehall FDS VYM3.5K$545,5890.12%-426
Goldman Sachs Group Inc. GS591$531,9670.12%-1
Vanguard Value ETF VTV2.5K$529,8270.12%+15
Space Exploration Techn Corp. Class A Com STK SPCX3.4K$513,3770.12%new
PepsiCo Inc. PEP4.0K$512,3290.12%-135
Technology Select Sector SPDR ETF XLK2.6K$507,3840.12%no change
AT&T Inc. T20.1K$490,2930.11%-1.3K
Prologis, Inc. PLD3.7K$484,4330.11%-4
Trane Technologies plc TT1.1K$478,6470.11%no change
Cincinnati Financial Corp. CINF3.0K$474,9220.11%no change
iShares Inc. EWC8.1K$470,6600.11%+162
iShares Edge MSCI USA Quality F QUAL2.1K$468,7400.11%+986
Graham Holdings Co. GHC405$459,4830.11%no change
U.S. Bancorp USB7.9K$455,2080.10%+19
Procter & Gamble Co. PG3.1K$453,2730.10%+1
iShares Trust HYG5.8K$445,8110.10%-8.0K
Vanguard Mid Cap Value ETF VOE2.3K$444,6360.10%-136
Fifth Third Bancorp FITB8.6K$437,3170.10%no change
iShares Trust EMB4.8K$433,3950.10%-177
Global X ETFs CATH4.7K$428,8260.10%no change
Amgen Inc. AMGN952$401,2770.09%+31
Metlife Inc. MET4.2K$395,6600.09%no change
Williams Companies, Inc. WMB5.8K$395,2460.09%-120
Tompkins Financial Corp. TMP4.0K$381,9200.09%no change
Vanguard World FD MGV2.4K$380,0140.09%-99
Bank of America Corp. BAC6.9K$374,0290.09%-738
SPDR Gold Trust GLD963$366,7490.08%-1
iShares SHV3.3K$366,0420.08%new
Fidelity National Financial, Inc. FNF9.5K$366,0290.08%+68
SPDR Ser Trust BIL4.0K$365,8270.08%new
CSX Corp. CSX7.9K$365,6160.08%no change
Vanguard Specialized Funds VIG1.6K$364,4300.08%no change
United Parcel Service Inc. UPS3.9K$362,1160.08%+105
ProShares Trust SPXE4.3K$356,1630.08%-93
iShares Trust IJT2.2K$351,3500.08%-5
iShares Bitcoin Trust ETF IBIT7.4K$349,2300.08%+9
Oil Dri Corp. Amer ODC3.9K$349,1340.08%no change
HCA Healthcare, Inc. HCA811$346,0870.08%-46
iShares MSCI Pacific Ex Japan ETF EPP6.3K$345,0370.08%+455
Ford Motor Co. F28.3K$341,8760.08%-101
UnitedHealth Group Inc. UNH921$338,0800.08%-94
Cisco Systems, Inc. CSCO3.1K$336,9890.08%+73
Lowe's Companies Inc. LOW1.8K$336,8820.08%-31
Vanguard Small Cap Value ETF VBR1.5K$335,9170.08%-303
Marvell Technology, Inc. MRVL1.2K$324,5300.07%new
iShares Trust EWU7.0K$324,2230.07%+330
Linde plc LIN676$320,8640.07%+38
VG Totl STK Vprs VTI833$311,7190.07%no change
Quanta Services, Inc. PWR485$311,6180.07%no change
iShares Edge MSCI Min Vol USA ETF USMV3.2K$307,3500.07%-184
Hartford Insurance Group, Inc. HIG2.5K$304,6760.07%no change
Grayscale Bitcoin Trust BTC GBTC4.7K$301,3120.07%no change
Eversource Energy ES4.6K$298,0210.07%+96
Entergy Corp. ETR3.0K$297,9790.07%-48
Lockheed Martin Corp. LMT577$293,8390.07%-3
iShares Russell Mid-Cap Growth ETF IWP2.1K$291,7440.07%+47
J P Morgan Exchange Traded F JIRE3.5K$289,5320.07%-216
PIMCO ETF Trust MINT2.9K$288,2770.07%new
Edison International EIX5.3K$286,7030.07%+349
iShares Trust IJK2.6K$286,5330.07%+38
iShares Trust SUB2.7K$281,7360.06%-20
Best Buy Co., Inc. BBY3.2K$279,3660.06%-83
iShares Trust ACWX3.6K$272,9880.06%no change
American Express Co. AXP894$271,9440.06%-8
iShares Trust IWS1.7K$271,3300.06%no change
Regions Financial Corp. RF10.0K$270,0610.06%no change
iShares Trust USIG5.5K$267,4180.06%+547
Unum Group UNM3.0K$266,9620.06%no change
International Business Machines Corp. IBM1.2K$258,6410.06%-232
iShares Core MSCI Eafe ETF IEFA2.6K$255,6660.06%-83
iShares Trust IBB1.2K$254,9520.06%no change
iShares Trust GOVT11.6K$253,8210.06%-576
SPDR Ser Trust XBI1.6K$252,1350.06%no change
SPDR Ser Trust SPYV4.1K$251,0610.06%no change
Vanguard World FD VHT790$249,7030.06%no change
Ssga Active ETF Trust SRLN6.2K$249,0450.06%+6
Vanguard Charlotte FDS BNDX5.3K$248,2240.06%-382
iShares Trust OEF644$246,0600.06%no change
Dominion Energy, Inc. D4.0K$243,4120.06%-237
Automatic Data Processing Inc. ADP933$240,6860.06%+10
Brookfield Infrast Partners BIP6.7K$238,5770.05%no change
Netflix Inc. NFLX3.4K$237,0590.05%no change
Markel CP Hldg Co. MKL135$231,1810.05%+3
Dell Technologies Inc. DELL428$230,4260.05%new
Public Service Enterprise Group Inc. PEG3.4K$225,9940.05%-200
Firstenergy Corp. FE5.1K$220,2480.05%-100
JPMorgan Nasdaq Equity Premium JEPQ3.6K$218,2050.05%-898
iShares Trust DMXF2.5K$215,5190.05%-6
iShares Trust USXF3.1K$210,7820.05%-109
Target Corp. TGT1.3K$209,3360.05%new
iShares Trust IWO578$206,2880.05%-3
Trinity Cap Inc. TRIN11.7K$205,5730.05%new
KLA Corp. KLAC1.0K$201,1700.05%-48
Soundhound Ai Inc. SOUN16.7K$100,5160.02%no change
Eva Live Inc. GOAI25.0K$46,7500.01%no change
Every US-listed position in the fund's 13F for the quarter ended 30 September 2026, by the value it reported.
Read moreChange is shares against its 13F for the quarter before; the 12 it sold out of are in the box above.