— Know what they know.
Not Investment Advice
Asset Manager ← All Institutions

Willis Investment Counsel

710 GREEN STREET, GAINESVILLE, GA 30501 • 770-718-0706

Q4 2025 · Filed 2026-01-22
Market Value
$1.9B
+5.8%
Holdings
130
+1
New Purchases
4
Added To
75
Closed
1
Reduced
21
Top 10 Concentration
26.5%
Turnover
3.8%

Top Buys (by % of Portfolio)

SymbolCur %Prior %Chg %Value
WM 0.78% 0.00% +0.78% $15M
ABT 1.29% 0.78% +0.51% $25M
ADBE 0.74% 0.33% +0.41% $14M
LLY 1.16% 0.82% +0.34% $22M
CAT 2.36% 2.03% +0.34% $46M
MRK 1.71% 1.44% +0.27% $33M
JNJ 3.91% 3.65% +0.26% $76M
CSCO 3.32% 3.07% +0.25% $64M
VBR 0.86% 0.62% +0.24% $17M
GOOGL 0.85% 0.67% +0.18% $16M
AMAT 0.82% 0.67% +0.15% $16M
CB 2.47% 2.32% +0.15% $48M
ACN 2.69% 2.54% +0.14% $52M
RSP 0.65% 0.52% +0.13% $13M
WAT 0.65% 0.52% +0.13% $13M

Top Sells (by % of Portfolio)

SymbolCur %Prior %Chg %Value
CLX 1.07% 1.57% -0.50% $21M
HD 1.91% 2.34% -0.43% $37M
LMT 2.36% 2.72% -0.37% $46M
PAYX 1.89% 2.23% -0.33% $37M
MSFT 2.83% 3.14% -0.31% $55M
KMB 1.03% 1.34% -0.31% $20M
ETN 1.27% 1.58% -0.31% $25M
T 1.30% 1.57% -0.26% $25M
TSCO 1.75% 2.01% -0.25% $34M
TXN 2.38% 2.63% -0.25% $46M
ADP 1.14% 1.37% -0.24% $22M
DGX 1.36% 1.58% -0.22% $26M
PG 1.56% 1.77% -0.21% $30M
VZ 1.16% 1.35% -0.20% $22M
GNRC 1.01% 1.19% -0.18% $20M

Sector Allocation Over Time

Industry Breakdown

IndustryWeight
Industrials 20.8%
Healthcare 18.5%
Technology 18.0%
Financial Services 10.4%
Consumer Cyclical 8.6%

Market Cap Concentration

TierHoldingsValueWeight
Mega Cap 35 $785M 40.6%
Large Cap 67 $1.1B 55.8%
Mid Cap 17 $54M 2.8%
Small Cap 7 $14M 0.7%
Micro Cap 4 $2M 0.1%

Portfolio Analytics

Avg Market Cap
$338.9B
Median Market Cap
$75.2B
Avg P/E
30.2
Median P/E
24.6
Avg Dividend Yield
0.02%
Avg Beta
0.89
# Stocks
119
# ETFs / Funds
11

Top Holdings (130 total)

# Symbol % Port Shares Value Avg Price Q/Q Value Chg Share Chg Chg % Status
1 JNJ 3.91% 365,399 $76M $206.95 $9M +5,264 +1.5%
2 CSCO 3.32% 833,033 $64M $77.03 $8M +13,770 +1.7%
3 MSFT 2.83% 113,070 $55M $483.62 -$3M +2,246 +2.0%
4 ACN 2.69% 193,768 $52M $268.30 $6M +5,271 +2.8%
5 CB 2.47% 153,421 $48M $312.12 $5M +2,946 +2.0%
6 TXN 2.38% 265,891 $46M $173.49 -$2M +4,266 +1.6%
7 CAT 2.36% 79,891 $46M $572.87 $9M +2,160 +2.8%
8 LMT 2.36% 94,257 $46M $483.67 -$4M -5,521 -5.5%
9 PFE 2.20% 1,713,464 $43M $24.90 -$743K +9,824 +0.6%
10 MDT 1.97% 397,253 $38M $96.06 -$114K -4,615 -1.1%
11 HD 1.91% 107,250 $37M $344.10 -$6M +1,752 +1.7%
12 PAYX 1.89% 326,672 $37M $112.18 -$4M +5,539 +1.7%
13 WMT 1.76% 305,526 $34M $111.41 $3M
14 TSCO 1.75% 677,691 $34M $50.01 -$3M +32,788 +5.1%
15 AFL 1.72% 301,094 $33M $110.27 $346K +6,954 +2.4%
16 MRK 1.71% 313,718 $33M $105.26 $7M -99 -0.0%
17 HSY 1.70% 180,544 $33M $181.98 -$398K +2,766 +1.6%
18 PEP 1.70% 228,650 $33M $143.52 $876K +1,221 +0.5%
19 PG 1.56% 210,020 $30M $143.31 -$2M -424 -0.2%
20 AAPL 1.54% 109,586 $30M $271.86 $2M -473 -0.4%
21 SNY 1.51% 604,000 $29M $48.46 $3M +47,300 +8.5%
22 BHP 1.48% 474,843 $29M $60.37 $557K -29,364 -5.8%
23 XOM 1.43% 229,423 $28M $120.34 $2M +3,099 +1.4%
24 DGX 1.36% 151,800 $26M $173.53 -$3M
25 MCD 1.34% 84,785 $26M $305.63 $148K
26 T 1.30% 1,015,610 $25M $24.84 -$3M -9
27 JPM 1.30% 77,879 $25M $322.22 $497K -100 -0.1%
28 ABT 1.29% 199,349 $25M $125.29 $11M +92,383 +86.4%
29 ETN 1.27% 77,073 $25M $318.51 -$4M
30 COP 1.24% 256,761 $24M $93.61 $265K +5,461 +2.2%
31 AEP 1.21% 203,538 $23M $115.31 $572K
32 DRI 1.17% 122,600 $23M $184.02 -$777K
33 LLY 1.16% 20,926 $22M $1,074.68 $7M +1,156 +5.8%
34 GD 1.16% 66,700 $22M $336.66 -$289K
35 VZ 1.16% 549,500 $22M $40.73 -$2M -13,278 -2.4%
36 ADP 1.14% 85,656 $22M $257.23 -$3M
37 MMM 1.13% 136,141 $22M $160.10 $992K +2,077 +1.6%
38 AXP 1.08% 56,680 $21M $369.95 $3M +2,863 +5.3%
39 UPS 1.08% 210,373 $21M $99.19 $2M -18,358 -8.0%
40 CLX 1.07% 204,600 $21M $100.83 -$8M -27,800 -12.0%
41 SHEL 1.05% 276,722 $20M $73.48 $739K +2,783 +1.0%
42 NVDA 1.05% 108,863 $20M $186.50 $858K +4,646 +4.5%
43 LOW 1.04% 83,418 $20M $241.16 -$847K
44 KMB 1.03% 197,015 $20M $100.89 -$5M -125 -0.1%
45 GNRC 1.01% 143,137 $20M $136.37 -$2M +13,553 +10.5%
46 DUK 0.97% 160,282 $19M $117.21 -$1M
47 EMR 0.96% 139,600 $19M $132.72 $215K
48 GPC 0.88% 139,019 $17M $122.96 -$2M
49 VLO 0.88% 104,600 $17M $162.79 -$781K
50 VBR 0.86% 78,792 $17M $211.79 $5M +24,344 +44.7%
51 GWW 0.86% 16,507 $17M $1,009.05 $2M +925 +5.9%
52 GOOGL 0.85% 52,358 $16M $313.00 $4M +1,972 +3.9%
53 KEYS 0.85% 80,609 $16M $203.19 $3M +4,333 +5.7%
54 LH 0.84% 64,996 $16M $250.88 -$1M +3,818 +6.2%
55 DE 0.83% 34,300 $16M $465.57 $264K -45 -0.1%
56 AMAT 0.82% 61,934 $16M $256.99 $4M +2,301 +3.9%
57 TROW 0.82% 154,600 $16M $102.38 -$338K -2,900 -1.8%
58 FTNT 0.80% 194,113 $15M $79.41 $3K +10,813 +5.9%
59 CVX 0.79% 99,995 $15M $152.41 -$293K -34 -0.0%
60 WM 0.78% 69,021 $15M $219.71 +69,021 NEW
61 ADBE 0.74% 40,715 $14M $349.99 $8M +23,671 +138.9%
62 MA 0.73% 24,711 $14M $570.88 $819K +1,350 +5.8%
63 ZTS 0.68% 104,216 $13M $125.82 $2M +29,806 +40.1%
64 ROST 0.67% 72,482 $13M $180.14 $3M +3,663 +5.3%
65 WAT 0.65% 33,144 $13M $379.83 $3M +1,412 +4.5%
66 RSP 0.65% 65,513 $13M $191.56 $3M +15,595 +31.2%
67 HUBB 0.63% 27,527 $12M $444.11 $1M +1,479 +5.7%
68 RGA 0.59% 56,330 $11M $203.46 $1M +3,039 +5.7%
69 META 0.59% 17,244 $11M $660.09 -$442K +1,143 +7.1%
70 KVUE 0.58% 655,600 $11M $17.25 $669K
71 INTC 0.58% 304,384 $11M $36.90 $1M +11,687 +4.0%
72 TGT 0.58% 114,800 $11M $97.75 -$256K -13,162 -10.3%
73 SHW 0.40% 23,783 $8M $324.03 -$60K +1,354 +6.0%
74 FDS 0.34% 23,002 $7M $290.19 $757K +2,346 +11.4%
75 MEDP 0.28% 9,590 $5M $561.65 -$1M -2,894 -23.2%
76 GIL 0.25% 77,968 $5M $62.46 $2M +25,451 +48.5%
77 STRL 0.24% 15,388 $5M $306.23 $1M +4,930 +47.1%
78 DCI 0.24% 52,611 $5M $88.66 $2M +17,459 +49.7%
79 FTDR 0.22% 75,237 $4M $57.69 $738K +21,704 +40.5%
80 QLYS 0.22% 32,624 $4M $132.90 $1M +9,264 +39.7%
81 LOGI 0.22% 42,747 $4M $100.22 $936K +12,221 +40.0%
82 CSGS 0.21% 54,097 $4M $76.69 $2M +17,681 +48.5%
83 LQDT 0.20% 124,869 $4M $30.31 $1M +41,177 +49.2%
84 PAYC 0.18% 22,100 $4M $159.36 $1M +12,156 +122.2%
85 NRC 0.18% 183,226 $3M $18.77 $1M +2,920 +1.6%
86 JKHY 0.17% 17,611 $3M $182.48 $2M +11,764 +201.2%
87 MSM 0.16% 37,870 $3M $84.10 $836K +12,383 +48.6%
88 HXL 0.16% 41,437 $3M $73.90 $1M +12,272 +42.1%
89 AOS 0.16% 45,511 $3M $66.88 $690K +13,453 +42.0%
90 EVTC 0.14% 90,430 $3M $29.09 $484K +26,874 +42.3%
91 ATKR 0.13% 39,351 $2M $63.25 $2M +27,698 +237.7%
92 PAR 0.12% 64,595 $2M $36.28 $2M +49,767 +335.6%
93 LAMR 0.12% 18,405 $2M $126.58 $835K +6,194 +50.7%
94 ZBRA 0.12% 9,453 $2M $242.82 $1M +6,319 +201.6%
95 VRSN 0.11% 8,493 $2M $242.95 $556K +3,102 +57.5%
96 TTC 0.11% 25,896 $2M $78.72 $693K +8,243 +46.7%
97 UI 0.10% 3,648 $2M $553.35 $287K +1,026 +39.1%
98 AVY 0.09% 9,856 $2M $181.88 $1M +6,998 +244.9%
99 JBTM 0.08% 10,796 $2M $150.67 $132K +156 +1.5%
100 MXCT 0.07% 862,758 $1M $1.55 -$26K

New Positions

SymbolValue% Port
WM $15M 0.78%
PZZA $1M 0.07%
ALGN $940K 0.05%
AMZN $310K 0.02%

Sold Out Positions

SymbolValue% Port
SEGI —%
View SEC EDGAR Filings for Willis Investment Counsel →

Sign in to InsiderStreet

You'll also get our free weekly newsletter with
smart money signals, market insights, and alpha ideas.
Unsubscribe anytime.

For informational purposes only. Not investment advice. Data sourced from SEC filings. Privacy Terms