{
  "crd_number": 111042,
  "slug": "willis-investment-counsel-inc-gainesville-ga-111042",
  "primary_business_name": "WILLIS INVESTMENT COUNSEL INC",
  "legal_name": "WILLIS INVESTMENT COUNSEL INC",
  "dbas": [],
  "city": "Gainesville",
  "state": "GA",
  "country": "United States",
  "cbsa_code": "23580",
  "metro": {
    "cbsa_code": "23580",
    "common_name": "Gainesville",
    "msa_name": "Gainesville, GA",
    "path": "/advisors/ga/gainesville"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "1983-03-22",
  "years_registered": 43,
  "period": "2026-10-01",
  "filing_date": "2026-04-30",
  "carried_forward": false,
  "raum_total": 4225943233.0,
  "raum_discretionary": 4225943233.0,
  "raum_non_discretionary": 0.0,
  "raum_band": "1b_5b",
  "raum_band_label": "$1 billion to $5 billion",
  "total_employees": 13,
  "advisory_employees": 8,
  "client_count_bucket": null,
  "clients_by_type": {
    "other": {
      "raum": 0.0,
      "count": 0
    },
    "charitable": {
      "raum": 107749046.0,
      "count": 16
    },
    "individuals": {
      "raum": 17174043.0,
      "count": 49
    },
    "banking_thrift": {
      "raum": 0.0,
      "count": 0
    },
    "state_municipal": {
      "raum": 0.0,
      "count": 0
    },
    "insurance_companies": {
      "raum": 123574804.0,
      "count": 2
    },
    "investment_companies": {
      "raum": 0.0,
      "count": 0
    },
    "pension_profit_sharing": {
      "raum": 1464796632.0,
      "count": 19
    },
    "other_investment_advisers": {
      "raum": 0.0,
      "count": 0
    },
    "high_net_worth_individuals": {
      "raum": 497616166.0,
      "count": 129
    },
    "pooled_investment_vehicles": {
      "raum": 202734053.0,
      "count": 3
    },
    "corporations_other_businesses": {
      "raum": 1812298489.0,
      "count": 23
    },
    "business_development_companies": {
      "raum": 0.0,
      "count": 0
    },
    "sovereign_wealth_foreign_official": {
      "raum": 0.0,
      "count": 0
    }
  },
  "compensation_types": [
    "fixed",
    "other",
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "educational_seminars",
    "financial_planning",
    "pension_consulting",
    "periodicals_newsletters",
    "portfolio_management_businesses_institutional",
    "portfolio_management_individuals",
    "portfolio_management_pooled_vehicles",
    "selection_of_other_advisers"
  ],
  "wrap_fee_participant": false,
  "disclosure_yes_count": 0,
  "states_registered": [
    "FL",
    "GA",
    "LA",
    "NC",
    "NE",
    "TN",
    "TX"
  ],
  "websites": [
    "https://wicinvest.com"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/111042",
  "city_as_filed": "GAINESVILLE",
  "url": "https://advisorcensus.com/firm/willis-investment-counsel-inc-gainesville-ga-111042",
  "display_name": "Willis Investment Counsel Inc",
  "summary": "Willis Investment Counsel Inc is an SEC-registered investment advisory firm in Gainesville, GA, registered since 1983, reporting $1 billion to $5 billion in regulatory assets under management in its Form ADV filing dated April 30, 2026.",
  "citation": "AdvisorCensus. Willis Investment Counsel Inc (CRD 111042): Form ADV filing data as of October 2026.",
  "registration_type_label": "SEC-registered investment adviser",
  "compensation_labels": [
    "A percentage of assets under your management",
    "Fixed fees (other than subscription fees)",
    "Other"
  ],
  "advisory_activity_labels": [
    "Financial planning services",
    "Portfolio management for individuals and/or small businesses",
    "Portfolio management for pooled investment vehicles (other than investment companies)",
    "Portfolio management for businesses (other than small businesses) or institutional clients",
    "Pension consulting services",
    "Selection of other advisers (including private fund managers)",
    "Publication of periodicals or newsletters",
    "Educational seminars/workshops"
  ],
  "quick_answers": [
    {
      "q": "How is Willis Investment Counsel Inc compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), Willis Investment Counsel Inc reports these compensation arrangements: a percentage of assets under its management; fixed fees (other than subscription fees); other. The amounts are in Item 5 of its Form ADV Part 2A brochure."
    },
    {
      "q": "Where is Willis Investment Counsel Inc located?",
      "a": "Willis Investment Counsel Inc's principal office is in Gainesville, GA, according to its Form ADV."
    },
    {
      "q": "Is Willis Investment Counsel Inc registered with the SEC or a state?",
      "a": "Willis Investment Counsel Inc is an SEC-registered investment advisory firm, registered since 1983. Status as filed: Approved. CRD 111042."
    },
    {
      "q": "How much does Willis Investment Counsel Inc manage?",
      "a": "Willis Investment Counsel Inc reports $4,225,943,233 in regulatory assets under management in its Form ADV filing dated April 30, 2026 (100% discretionary)."
    },
    {
      "q": "How have Willis Investment Counsel Inc's assets and staff changed since 2021?",
      "a": "In the Form ADV data for Willis Investment Counsel Inc: Regulatory assets under management: $2,940,207,230 in the October 2021 data and $4,225,943,233 in the October 2026 data, up 44%. Total employees: 11 in October 2021 and 13 in October 2026. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does Willis Investment Counsel Inc serve?",
      "a": "By number of clients on Form ADV Item 5.D: high net worth individuals (129); individuals (other than high net worth individuals) (49); corporations or other businesses not listed above (23)."
    },
    {
      "q": "Which custodians does Willis Investment Counsel Inc use?",
      "a": "Willis Investment Counsel Inc's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Ascensus Broker Dealer Services, LLC and Pershing LLC as custodians holding 10% or more of its separately managed account assets."
    },
    {
      "q": "Does Willis Investment Counsel Inc report any disciplinary disclosures?",
      "a": "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/111042"
    },
    {
      "q": "What changed in Willis Investment Counsel Inc's recent Form ADV filings?",
      "a": "In the May 2026 filing data: Updated its list of owners and control persons (Schedule A)."
    }
  ],
  "filing_history": [
    {
      "period": "2021-10-01",
      "regulatory_assets_under_management": 2940207230.0,
      "total_employees": 11,
      "filing_date": "2021-04-28"
    },
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 3610051787.0,
      "total_employees": 11,
      "filing_date": "2022-03-30"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 3381042293.0,
      "total_employees": 12,
      "filing_date": "2023-09-12"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 3451539792.0,
      "total_employees": 11,
      "filing_date": "2024-04-10"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 3954398131.0,
      "total_employees": 13,
      "filing_date": "2025-04-28"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 4225943233.0,
      "total_employees": 13,
      "filing_date": "2026-04-30"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-05-01",
      "period_label": "May 2026",
      "notes": [
        "Updated its list of owners and control persons (Schedule A)."
      ]
    },
    {
      "period": "2026-04-01",
      "period_label": "April 2026",
      "notes": [
        "Registered or notice-filed in FL, NE.",
        "Updated its list of owners and control persons (Schedule A)."
      ]
    }
  ],
  "fees_from_brochure": null,
  "custodians": [
    {
      "name": "Ascensus Broker Dealer Services, LLC",
      "name_as_filed": "ASCENSUS BROKER DEALER SERVICES, LLC",
      "affiliated": false
    },
    {
      "name": "Pershing LLC",
      "name_as_filed": "PERSHING LLC",
      "affiliated": false
    }
  ],
  "custodians_note": "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.",
  "markdown_url": "https://advisorcensus.com/firm/willis-investment-counsel-inc-gainesville-ga-111042.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 49,
      "fewer_than_5": false,
      "raum": 17174043.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 129,
      "fewer_than_5": false,
      "raum": 497616166.0
    },
    {
      "type": "banking_thrift",
      "label": "Banking or thrift institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "investment_companies",
      "label": "Investment companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "business_development_companies",
      "label": "Business development companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "pooled_investment_vehicles",
      "label": "Pooled investment vehicles (other than investment companies and business development companies)",
      "count": 3,
      "fewer_than_5": false,
      "raum": 202734053.0
    },
    {
      "type": "pension_profit_sharing",
      "label": "Pension and profit sharing plans (but not the plan participants or government pension plans)",
      "count": 19,
      "fewer_than_5": false,
      "raum": 1464796632.0
    },
    {
      "type": "charitable",
      "label": "Charitable organizations",
      "count": 16,
      "fewer_than_5": false,
      "raum": 107749046.0
    },
    {
      "type": "state_municipal",
      "label": "State or municipal government entities (including government pension plans)",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "other_investment_advisers",
      "label": "Other investment advisers",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "insurance_companies",
      "label": "Insurance companies",
      "count": 2,
      "fewer_than_5": false,
      "raum": 123574804.0
    },
    {
      "type": "sovereign_wealth_foreign_official",
      "label": "Sovereign wealth funds and foreign official institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "corporations_other_businesses",
      "label": "Corporations or other businesses not listed above",
      "count": 23,
      "fewer_than_5": false,
      "raum": 1812298489.0
    },
    {
      "type": "other",
      "label": "Other",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    }
  ],
  "disclosure_line": "Reports no disclosure items on Form ADV Item 11.",
  "disclosure_items": [],
  "indexable": true,
  "suppressed": false,
  "claimed": false,
  "enhanced": false,
  "provided_by_the_firm": null,
  "source": {
    "name": "Form ADV",
    "as_of": "2026-10-01",
    "iapd_url": "https://adviserinfo.sec.gov/firm/summary/111042",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}