# Holland Advisory Services, Inc.

> Holland Advisory Services, Inc. is an SEC-registered investment advisory firm in Ormond Beach, FL, registered since 2017, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated August 5, 2026.

- CRD: 136302
- Filed as: HOLLAND ADVISORY SERVICES, INC.
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Ormond Beach, FL
- Filing period: October 2026
- Form ADV filing dated: August 5, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/136302
- AdvisorCensus page: https://advisorcensus.com/firm/holland-advisory-services-inc-ormond-beach-fl-136302

## Quick answers

**How is Holland Advisory Services, Inc. compensated?**
On its Form ADV (Item 5.E, October 2026), Holland Advisory Services, Inc. reports these compensation arrangements: a percentage of assets under its management; hourly charges; fixed fees (other than subscription fees).

**What does Holland Advisory Services, Inc.'s brochure say about its fees?**
Its Form ADV Part 2A brochure dated February 25, 2026 states: Asset-based fee: 0.5% to 2% a year (a range, as the brochure states it). Fees can differ by service and may be negotiable; the brochure is the complete statement.

**Where is Holland Advisory Services, Inc. located?**
Holland Advisory Services, Inc.'s principal office is in Ormond Beach, FL, according to its Form ADV.

**Is Holland Advisory Services, Inc. registered with the SEC or a state?**
Holland Advisory Services, Inc. is an SEC-registered investment advisory firm, registered since 2017. Status as filed: Approved. CRD 136302.

**How much does Holland Advisory Services, Inc. manage?**
Holland Advisory Services, Inc. reports $307,659,373 in regulatory assets under management in its Form ADV filing dated August 5, 2026 (100% discretionary).

**How have Holland Advisory Services, Inc.'s assets and staff changed since 2021?**
In the Form ADV data for Holland Advisory Services, Inc.: Regulatory assets under management: $189,549,155 in the October 2021 data and $307,659,373 in the October 2026 data, up 62%. Total employees: 13 in October 2021 and 17 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Holland Advisory Services, Inc. serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (452); high net worth individuals (74); pension and profit sharing plans (but not the plan participants or government pension plans) (1).

**Which custodians does Holland Advisory Services, Inc. use?**
Holland Advisory Services, Inc.'s most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Fidelity Brokerage Services LLC as a custodian holding 10% or more of its separately managed account assets.

**Does Holland Advisory Services, Inc. report any disciplinary disclosures?**
Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/136302

**What changed in Holland Advisory Services, Inc.'s recent Form ADV filings?**
In the September 2026 filing data: Registered or notice-filed in SC.

## From the Form ADV filing

### Compensation (Item 5.E)
- A percentage of assets under your management
- Hourly charges
- Fixed fees (other than subscription fees)

### Fees and minimums (Form ADV Part 2A brochure dated February 25, 2026)

- Asset-based fee: 0.5% to 2% a year (a range, as the brochure states it)

> The annual fee range is between 0.5% - 2.0% and is negotiable.

As stated in the firm's brochure. Fees can differ by service and may be negotiable.

### Custodians (Schedule D, Section 5.K(3))
- Fidelity Brokerage Services LLC

Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.

### Regulatory assets under management (Item 5.F)
- Total: $307,659,373
- Discretionary: $307,659,373
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 452 | $136,017,108 |
| High net worth individuals | 74 | $171,642,265 |
| Banking or thrift institutions | 0 | $0 |
| Investment companies | 0 | $0 |
| Business development companies | 0 | $0 |
| Pooled investment vehicles (other than investment companies and business development companies) | 0 | $0 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 1 | $0 |
| Charitable organizations | 0 | $0 |
| State or municipal government entities (including government pension plans) | 0 | $0 |
| Other investment advisers | 0 | $0 |
| Insurance companies | 0 | $0 |
| Sovereign wealth funds and foreign official institutions | 0 | $0 |
| Corporations or other businesses not listed above | 0 | Not reported |
| Other | 0 | $0 |

### Advisory services (Item 5.G)
- Financial planning services
- Portfolio management for individuals and/or small businesses
- Pension consulting services
- Other

### Firm details
- Registered since: 2017 (9 years)
- Employees: 17 total, 10 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: FL, GA, LA, NC, NH, NY, PA, SC, TN, TX, VA
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Websites listed on Form ADV (Item 1.I)
- hollandcolumn.com
- planstronger.com
- planstrongerradio.com
- planstrongertv.com
- Facebook @HOLLANDFINANCIAL
- LinkedIn @HOLLAND-FINANCIAL-INC-
- Pinterest @HOLLANDFIN
- X @PLANSTRONGER
- X @REALMONEYSHOW
- YouTube @THEDAVIDHOLLANDSHOW

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $189,549,155 | 13 | September 29, 2021 |
| October 2022 | $212,315,878 | 14 | March 31, 2022 |
| October 2023 | $185,100,359 | 14 | March 27, 2023 |
| October 2024 | $232,524,098 | 13 | August 12, 2024 |
| October 2025 | $263,528,675 | 19 | June 18, 2025 |
| October 2026 | $307,659,373 | 17 | August 5, 2026 |

Regulatory assets under management: $189,549,155 in the October 2021 data and $307,659,373 in the October 2026 data, up 62%.
Total employees: 13 in October 2021 and 17 in October 2026.

## Changes in the filing (last 12 months)

### September 2026
- Registered or notice-filed in SC.

### March 2026
- Employees performing advisory functions went from 11 to 10.
- Regulatory assets under management went from $263,528,675 to $307,659,373 (+17%).

### January 2026
- Registered or notice-filed in NY.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Holland Advisory Services, Inc. (CRD 136302): Form ADV filing data as of October 2026.