Q2 2026 13F · SEC CIK 1925853

Sterling Investment Counsel, LLC

Wealth managerFiled 2026-07-20 for Q2 2026. Open the filing ↗ · All SEC filings ↗

Reported 13F value: $424.8M
Reported positions: 195
Top holdings a year, 3 yrs: +19.8%
Assets under management: $1.0B

Sterling Investment Counsel, LLC is a wealth manager that reported 195 positions worth $424.8M in its Q2 2026 13F, filed 2026-07-20. Its largest holdings were Ishares (IVW, 9.3%), Invesco Nasdaq 100 ETF (QQQM, 8.8%), Jpmorgan Equity Premium Income ETF (JEPI, 7.3%). A portfolio copying its top holdings returned 19.8% a year over the last 3 years, against 20.4% for the S&P 500.

Sterling Investment Counsel, LLC holdings largest 50 of 195 positions.

Weights are shares of the filer's total reported 13F value, compared with Q1 2026. Share changes may reflect splits; weight changes also reflect price moves. A 13F shows long US-listed positions only, up to 135 days after the fact.

Sterling Investment Counsel, LLC 13F holdings
Stock	% of 13F value	Q1 2026	Shares	Share change	Reported value
IVWIshares	9.3%	9.0%	287,866	+1.7%	$39.6M
QQQMInvesco Nasdaq 100 ETF	8.8%	8.1%	122,854	+1.6%	$37.2M
JEPIJpmorgan Equity Premium Income ETF	7.3%	8.5%	551,241	+3.5%	$31.1M
CGXUCapital Group Intl Focus Eqt	7.1%	7.1%	876,583	+2.6%	$30.3M
AAPLApple Inc	4.0%	4.3%	59,160	-2.4%	$17.1M
IJHIshares Tr	3.7%	3.8%	202,585	+1.8%	$15.6M
JTNYJ P Morgan Exchange Traded F	3.0%	—	253,686	—	$12.7M
GOOGLAlphabet Inc	2.7%	2.6%	32,127	-0.0%	$11.5M
IJRIshares Core S&p Small Cap ETF	2.4%	2.4%	69,218	+1.4%	$10.3M
FTECFidelity Covington Trust	2.4%	2.0%	35,541	+2.8%	$10.1M
NVDANvidia Corporation Com	2.3%	2.3%	48,228	+4.6%	$9.6M
EMXCIshares Inc	2.3%	2.1%	93,707	+0.4%	$9.6M
IVVIshares Core S&p 500 ETF	2.0%	2.1%	11,581	-0.8%	$8.7M
AMZNAmazon Com Inc Com	1.7%	1.8%	30,771	+1.8%	$7.3M
MSFTMicrosoft Corp	1.6%	1.8%	17,940	+3.2%	$6.7M
BRK-BBerkshire Hathaway Inc Del	1.3%	1.5%	10,969	-0.8%	$5.5M
JPMJpmorgan Chase & Co	1.1%	1.2%	14,512	-2.6%	$4.8M
PANWPalo Alto Networks Inc	1.1%	0.6%	13,083	+4.4%	$4.5M
METAMeta Platforms Inc Class A	1.0%	1.2%	7,827	+8.0%	$4.4M
WMTWalmart Inc	0.9%	1.2%	35,483	-0.1%	$4.0M
VVisa Inc Com Cl A	0.9%	1.0%	11,359	-0.6%	$3.9M
GEVGe Vernova Inc	0.8%	0.7%	3,036	-0.1%	$3.6M
KOCoca Cola Co	0.8%	0.8%	39,946	+1.4%	$3.2M
SPYSpdr S&p 500 ETF Tr	0.7%	0.7%	4,067	-0.1%	$3.0M
LLYLilly Eli & Co	0.7%	0.6%	2,327	+0.9%	$2.8M
GOOGAlphabet Inc	0.6%	0.6%	7,782	-1.2%	$2.7M
IWFIshares Russell 1000 Growth ETF	0.6%	0.7%	21,357	+288.8%	$2.7M
AVGOBroadcom Inc	0.6%	0.6%	6,815	+4.5%	$2.6M
ABBVAbbvie Inc	0.5%	0.5%	9,241	+4.9%	$2.3M
CFGCitizens Finl Group Inc	0.5%	0.5%	32,884	+1.8%	$2.3M
IXUSIshares Core Msci Total International St	0.5%	0.6%	24,009	-10.1%	$2.3M
DGROIshares Core Dividend Growth ETF	0.5%	0.6%	30,186	-1.5%	$2.3M
ETNEaton Corp PLC	0.5%	0.5%	5,222	-1.0%	$2.2M
IVEIshares S&p 500 Value ETF	0.5%	0.6%	9,740	-0.7%	$2.2M
IUSGiShares ETFs/USA	0.5%	0.5%	11,129	-11.7%	$2.1M
ADIAnalog Devices Inc	0.5%	0.5%	5,187	-0.6%	$2.1M
APHAmphenol Corp	0.5%	0.4%	11,682	+3.2%	$2.1M
NOWServicenow Inc Com	0.5%	0.5%	20,147	+18.9%	$2.0M
CCitigroup Inc Com New	0.5%	0.4%	13,861	+1.8%	$1.9M
AEPAmerican Elec Pwr Co Inc	0.4%	0.5%	13,355	+2.6%	$1.8M
HDHome Depot Inc Com	0.4%	0.4%	4,896	+2.5%	$1.7M
MRKMerck & Co. Inc	0.4%	0.4%	13,344	+2.0%	$1.7M
BOTZGlobal X Fds	0.4%	0.4%	45,056	+5.2%	$1.7M
STXSeagate Technology Hldngs Pl	0.4%	—	1,749	—	$1.7M
XLEState Street Energy Select Sector Spdr E	0.4%	0.6%	31,515	-15.2%	$1.7M
ARKWArk ETF Tr	0.4%	—	11,380	—	$1.6M
QQQInvesco Qqq Tr	0.4%	—	2,230	—	$1.6M
SHYGIshares Tr	0.4%	0.4%	37,038	+1.6%	$1.6M
TMOThermo Fisher Scientific Inc	0.4%	0.4%	3,090	+6.6%	$1.5M
VOOVanguard S&p 500 ETF	0.4%	0.4%	2,215	-7.9%	$1.5M

What Sterling Investment Counsel, LLC bought and sold in Q2 2026, against Q1 2026.

New positions

Q1 2026's filing was too long to tell new positions apart.

Added to

IWF Ishares Russell 1000 Growth ETF+288.8% shares
NOW Servicenow Inc Com+18.9% shares
META Meta Platforms Inc Class A+8.0% shares
TMO Thermo Fisher Scientific Inc+6.6% shares
BOTZ Global X Fds+5.2% shares

Reduced

XLE State Street Energy Select Sector Spdr E-15.2% shares
IUSG iShares ETFs/USA-11.7% shares
IXUS Ishares Core Msci Total International St-10.1% shares
VOO Vanguard S&p 500 ETF-7.9% shares

Left the top 50

Share counts compared with the Q1 2026 13F; a split also changes share counts. The latest filing lists more than 50 positions, so a position that left the top 50 may still be held.

How the holdings did against the S&P 500.

1 year: +22.5% /yr; S&P 500 +20.1%
3 years: +19.8% /yr; S&P 500 +20.4%
5 years: +16.6% /yr; S&P 500 +16.8%

A portfolio of the filer's 20 largest 13F positions, weighted by value and rebuilt each quarter on the day the filing became public. 13Fs show long US-listed positions only, so this is an estimate of the stock picks, not the fund's reported returns.

Reported 13F value by quarter.

13F value by quarter
Quarter	13F value	Positions
Q2 2026	$424.8M	195
Q1 2026	$356.9M	196
Q4 2025	$349.0M	187
Q3 2025	$311.9M	130
Q2 2025	$170.5M	140
Q1 2025	$292.2M	174
Q4 2024	$151.3M	128
Q3 2024	$280.7M	173
Q2 2024	$254.0M	164
Q1 2024	$216.5M	171
Q4 2023	$196.0M	157
Q3 2023	$174.5M	151

Questions about Sterling Investment Counsel, LLC's portfolio

What stocks does Sterling Investment Counsel, LLC own?

Sterling Investment Counsel, LLC's latest 13F, for Q2 2026 and filed Jul 20, 2026, lists 195 positions worth $424.8M. The largest are Ishares (IVW) at 9.3%, Invesco Nasdaq 100 ETF (QQQM) at 8.8%, Jpmorgan Equity Premium Income ETF (JEPI) at 7.3%, Capital Group Intl Focus Eqt (CGXU) at 7.1% and Apple Inc (AAPL) at 4.0%.

What did Sterling Investment Counsel, LLC buy last quarter?

In Q2 2026, Sterling Investment Counsel, LLC added Ishares Russell 1000 Growth ETF (IWF) (+288.8% shares), Servicenow Inc Com (NOW) (+18.9% shares) and Meta Platforms Inc Class A (META) (+8.0% shares), compared with its Q1 2026 filing.

What did Sterling Investment Counsel, LLC sell last quarter?

In Q2 2026, Sterling Investment Counsel, LLC cut from its top 50 Cardinal Health Inc (CAH), cut from its top 50 Mcdonalds Corp Com (MCD), cut from its top 50 Costco Whsl Corp New (COST), cut from its top 50 Uber Technologies Inc (UBER), State Street Energy Select Sector Spdr E (XLE) (-15.2% shares), iShares ETFs/USA (IUSG) (-11.7% shares) and Ishares Core Msci Total International St (IXUS) (-10.1% shares), compared with its Q1 2026 filing.

How has Sterling Investment Counsel, LLC's portfolio performed?

A portfolio copying Sterling Investment Counsel, LLC's 20 largest 13F holdings each quarter, from the day each filing was public, returned +19.8% a year over the last 3 years, against +20.4% for the S&P 500. Over 1 year: +22.5% against +20.1%. Over 5 years: +16.6% a year against +16.8%.

When is Sterling Investment Counsel, LLC's next 13F filing due?

13F filings are due 45 days after each quarter ends. Sterling Investment Counsel, LLC's filing for the quarter ending Sep 30, 2026 is due by Nov 14, 2026; this page updates the day after it is published.

How much money does Sterling Investment Counsel, LLC manage?

Sterling Investment Counsel, LLC reported $1.0B of regulatory assets under management on its latest SEC Form ADV. Its 13F, which covers only US-listed stocks and options, totals $424.8M.