Wills Financial Group LLC
SEC Form 13F institutional filer · CIK 0002059579
13F-HR · 59 reported holdings · 2026-03-31
Reported long-US-equity value
$0.22B
Top-10 concentration
56.1%
Wills Financial Group LLC — $215M AUM allocation strategy
Wills Financial Group LLC files SEC Form 13F and reports $215M of long US equity value across 59 reported holdings for 2026-03-31.
Its largest sector bet is Information Technology 22.9%, followed by Financials 12.5% and Consumer Staples 8.8%.
The top 10 holdings account for 56% of reported value — a conviction-weighted book concentrated in its best ideas. The sector and industry splits below are of the same reported value. Track quarter-over-quarter adds, trims, new positions and exits below — sourced from SEC 13F filings, public domain.
Wills Financial Group LLC — latest SEC 13F insights
Reported long-US-equity value (13F AUM)
$215M
total across 59 reported holdings · 2026-03-31 · excludes shorts, cash, non-US
Top-10 concentration
56% of value
higher = narrower conviction; lower = spread / hedging
Biggest adds (shares)
+$PFE +43.3K sh · +$1.24M+$TSCO +11.9K sh · −$153K+$NTAP +3.49K sh · +$559K
Biggest trims (shares)
−$CF −6.95K sh · +$1.08M−$GOOG −6.58K sh · +$1.01M−$DHR −5.68K sh · −$3.28M
Exited to nil (held last quarter, gone now)
$SPGI ($4.53M last qtr)$GEHC ($4.42M last qtr)$BX ($882K last qtr)$LULU ($348K last qtr)
Sector allocation (share of reported value)
each slice is a share of the reported long-US-equity value — smaller sectors and the rest of the book roll into “Other holdings”
Qtr shift = share-point change vs the prior quarter's filing — first period tracked for this filer; the column fills in with the next quarterly refresh.
Industry allocation (share of reported value)
- Systems Software11.9%—
- Multi-Sector Holdings9.9%—
- Technology Hardware, Storage & Peripherals7.8%—
- Interactive Media & Services6.4%—
- Aerospace & Defense5.0%—
- Broadline Retail4.8%—
- Integrated Oil & Gas3.6%—
- Soft Drinks & Non-alcoholic Beverages3.5%—
- Other holdings47.1%—
the finer GICS cut of the same book — same denominator — smaller industries roll into “Other holdings”
Qtr shift = share-point change vs the prior quarter's filing — first period tracked for this filer; the column fills in with the next quarterly refresh.
Top S&P 500 holdings
10 of 10 rows · sorted by Value ↓
| Ticker | Holding | Shares | Value | Δ QoQ | Weight |
|---|---|---|---|---|---|
| $BRK.B | Berkshire Hathaway Inc.-Class B | 44.1K | $21.4M | -900 | 10.0% |
| $AAPL | Apple Inc | 56.2K | $16.8M | -383 | 7.8% |
| $MSFT | Microsoft Corporation | 35.3K | $14.3M | -194 | 6.6% |
| $GOOG | Alphabet Inc. Class C Capital Stock | 34.3K | $13.8M | -6.58K | 6.4% |
| $PANW | Palo Alto Networks Inc | 49.5K | $11.3M | +1.02K | 5.2% |
| $LMT | Lockheed Martin Corporation | 20.6K | $10.7M | -599 | 5.0% |
| $AMZN | Amazon.com Inc | 37.7K | $10.2M | -726 | 4.7% |
| $CVX | Chevron Corporation | 41.3K | $7.68M | -562 | 3.6% |
| $PEP | PepsiCo Inc | 49.9K | $7.45M | -1.03K | 3.5% |
| $PG | Procter & Gamble Company | 49.7K | $7.07M | -1.37K | 3.3% |
…and 49 more holdings in the full 13F filing (top positions only shown).
SEC Form 13F data sets · public domain · 45-day filing lag · >$100M AUM managers · as reported
← All 13F filers·← QuantOrb.pro
How to read Δ QoQ — the five insight categories, and the caveats
The categories. Analysts, quants and retail traders look past total portfolio value to isolate actionable signals. Five categories matter.
Conviction & concentration shifts
New positions vs complete exits — a brand-new stock signals high conviction; a full liquidation suggests a broken thesis or tax-loss harvesting. Aggressive sizing — look at share count, not dollars: a 20% share increase during a drawdown is strong dip-buying. Concentration — a narrowing top-5/10 means conviction; spreading capital across more names means hedging.
Sector & macro allocation rotations
Aggregating Δ QoQ moves across sectors shows where smart money is leaning in or sneaking out — rotating out of growth into defensives or energy, for example. The fund's total long equity exposure quarter-over-quarter is a proxy for overall institutional risk appetite.
Crowding & smart-money consensus
When several managers initiate or expand the same stock in the same quarter, that is institutional consensus. Contrarian reads: top pickers buying hard into a beaten-down name the market is selling.
Derivative & option overlays
Reported call/put changes indicate whether managers are adding downside hedges or leveraging upside exposure. Note: a long increase may be half of a market-neutral pair trade.
Who reads this
| Retail "cloners" | High-conviction ideas to replicate ~45 days after quarter-end. |
| Corporate IR | Which funds bought or dumped the stock, before the next call. |
| Quant / algo traders | Cross-sectional factor inputs: flow, momentum, ownership. |
Four caveats before you trade on it
- 45-day lag — holdings are quarter-end; positions may already be closed.
- Long-only — 13Fs miss shorts, pair trades and cash.
- No non-US / fixed income — the picture is US equities plus options.
- Corporate actions — splits and spinoffs distort raw share deltas.
Newsletter signup
Free subscription. Daily trading day morning dispatch. No spam.