DFX Intelligence
RIA Intelligence
Registered investment advisers, the advisors registered through them, the capital they report, the private vehicles they run and the people who own them, as a graph with a filing date behind every number. RAUM is what the adviser filed, a move is two registration dates, and a class is a rule you can read.
SEC-registered adviser
Holland Advisory Services, Inc.
Latest filing Aug 5, 2026
First filing on the tape Feb 23, 2012 · 28 filings
SEC status approved since Jun 12, 2017
RAUM
$308M
reported, Item 5.F
Discretionary
100%
of RAUM
Private clients
100%
$308M individuals and HNW
Advisors
11
registered through the firm on IAPD
RAUM per advisor
$28.0M
derived; firm RAUM over IAPD count
Employees
17
10 advisory (5.B.1)
Offices
0
beyond the principal office
Private funds
0
reported on Schedule D
History
28 filings and snapshots on the tape
RAUM$308M as of Aug 5, 2026
Feb 23, 2012$52.9M then
HNW client RAUM$172M as of Aug 5, 2026
Mar 16, 2018$6.1M then
State-registered IARs (5.B.3)10 as of Aug 5, 2026
Feb 23, 20120 then
Employees (5.A)17 as of Aug 5, 2026
Mar 16, 201810 then
Private funds: no history
RAUM +17% over the last fiscal year+18% a year over threeIARs 11 to 10
Practice profile
derived from the filing of Aug 5, 2026; every figure names its basis
Archetypes, each a printed rule
- HNW wealth manager · private-client share of RAUM at least 50 percent and HNW share of private-client RAUM 50 to 90 percent
- RAUM per advisor
- $28.0MderivedRAUM over IAPD advisors; not a book size
- Clients per advisor
- 48derivedindividual and HNW clients (5.D) over advisors
- Average HNW client
- $2.3MderivedHNW RAUM over HNW clients
- Average account
- $290,245derivedRAUM over accounts (5.F.2.f)
- Discretionary
- 100%derivedof RAUM
- Institutional
- 0.0%derivedpensions, charities, corporations, government, insurance, banks, other advisers
- Employees per advisor
- 1.5derivedItem 5.A over advisors
- Advisors per office
- 11.0derived1 offices incl. principal (1.F.5)
- RAUM growth, one year
- +17%derivedbetween the last two annual amendments
- Advisor growth, one year
- -9.1%derivedItem 5.B.3 between annual amendments
- Client growth, one year
- -49%derived
- Compensation
- percentage of assets, hourly, fixed feesreportedItem 5.E
- Advisory activities
- financial planning, portfolio management for individuals, pension consulting, otherreportedItem 5.G
- Custody
- $21.1M, 34 clientsreportedItem 9.A
- Ownership
- no PE, bank or public-company owner found on Schedule Aderived
- Advisor book size
- not public; not estimatedreported
Also answered yes on Form ADV
- buys or sells securities as principal to or from clients (8.A.2)
- has discretionary authority over which securities are bought or sold (8.C.1)
- receives research or other products from a broker-dealer, soft dollars (8.E)
- has custody of client cash or bank accounts (9.A.1.a)
- has custody of client securities (9.A.1.b)
Where the RAUM sits
Form ADV Item 5.D, latest filing
- High-net-worth individuals$172M56%
- Individuals$136M44%
- Individual clients
- 452reported
- HNW clients
- 74reported
- Pension plan clients
- 1reported
- Charitable clients
- 0reported
- Accounts
- 1,060reported
- Financial planning clients
- 101-250reported
- Wrap fee programs
- noreported
- Custody of client assets
- $21.1M for 34 clientsreported
- Compensation
- % of AUM, fixed, hourlyreported
- Class basis
- private_client_share=1.0 fund_share=0.0 institutional_share=0.0 related_bd=false related_bank=false bd_reps=0.0derived
Advisors registered through the firm
11 on IAPD today, longest tenure first
| Name | Branch | Here since | In industry | Prior firms |
|---|---|---|---|---|
| Kalon Mark HoardCertified Financial Planner | Ormond Beach, Fl | Aug 23, 2005 | 22 y | 1 |
| David Dean HollandCertified Financial Planner, Chartered Financial Consultant | Ormond Beach, Fl | Aug 23, 2005 | 29 y | 2 |
| Angela Ann PinkertonCertified Financial Planner, Chartered Financial Consultant | Ormond Beach, Fl | Jul 21, 2010 | 32 y | 0 |
| Miranda Renee MummaCertified Financial Planner, Chartered Financial Consultant | Ormond Beach, Fl | Sep 20, 2019 | 12 y | 0 |
| Matthew David SumrallCertified Financial Planner | Ormond Beach, Fl | May 11, 2021 | 17 y | 0 |
| Troy DenstonChartered Financial Consultant | Ormond Beach, Fl | May 15, 2024 | 10 y | 0 |
| Robert James Mara | Ormond Beach, Fl | Jan 1, 2025 | 10 y | 0 |
| Jenny Marie Hinkle | Ormond Beach, Fl | Jan 2, 2025 | 11 y | 0 |
| Beverly L Neel | Ormond Beach, Fl | Jan 16, 2025 | 11 y | 0 |
| Anthony John Hayes | Ormond Beach, Fl | Jan 22, 2025 | 12 y | 1 |
| Zachary Samuel Holland | Ormond Beach, Fl | Jun 26, 2026 | 10 y | 1 |
Advisor movement
0 left, 1 joined in 12 months
net +1 in 12 months0 left in 90 days1 joined in 90 daysdeparture rate 0.0% of current headcount0 left over 36 months
Left, latest
- Jeremiah Christian Cronin to Keyes, Stange & Wooten Wealth Management, LLCMay 19, 2023 · RIA to RIA
- Thomas James Claud to Oneascent Financial Services LLCSep 19, 2016 · Other
- Sunita George to G. A. Repple & CompanyApr 25, 2012 · Other
- Bruce Andrew Hearon to Hearon Advisory Group, LLCApr 25, 2012 · Other
- Andrew William Thrasher to World Equity Group, Inc.Oct 10, 2011 · Other
- Daryl R Fuchs to Partnervest Advisory Services LLCMay 20, 2011 · Other
- Christopher Alan Patterson to Patterson FinancialMay 4, 2011 · Other
- Dina Lynn Maru to Primerica AdvisorsFeb 25, 2011 · Other
- Catherine A Reilly to Wells Fargo AdvisorsFeb 24, 2011 · Other
- Matthew Zuber to Morgan StanleyFeb 24, 2011 · Other
- Beth Watts Dominguez to Raymond James & Associates, Inc.Mar 2, 2010 · Other
- Alex Manuel Negron to Chase Investment Services Corp.Mar 2, 2010 · Other
- Michael Emmett Williams to Fa Advisor Network, LLC.Sep 21, 2009 · Other
Joined, latest
- Zachary Samuel Holland from Strategic Advisers LLCJun 26, 2026 · Affiliated broker-dealer or bank to independent RIA
- Anthony John Hayes from Newedge AdvisorsJan 22, 2025 · Affiliated broker-dealer or bank to independent RIA
- Christopher Alan Patterson from Wells Fargo AdvisorsMay 20, 2010 · Other
- Alex Manuel Negron from Ferrell Wealth Management Inc.Jul 31, 2009 · Other
- Michael Emmett Williams from Horter Investment Management, LLCJul 30, 2008 · Other
- Beth Watts Dominguez from Invest Financial CorporationAug 23, 2005 · Other
- Kalon Mark Hoard from Invest Financial CorporationAug 23, 2005 · Other
- David Dean Holland from Invest Financial CorporationAug 23, 2005 · Other
Private funds
No private fund reported.
Owners and control persons
Schedule A and B, latest filing
- Mark Kalon Hoard · Presidentcontrolsince 09/2011 · owns less than 5%
- Dean David Holland · Ceocontrolsince 07/1997 · owns less than 5%
- Dean David Holland · Ownercontrolsince 01/2010 · owns 75% or more of Holland Financial Inc.
Entity owners
- Holland Financial Inc. · Ownerdirect · owns 75% or more
Related persons
Schedule D 7.A
- Holland Insurance Services, Inc.real estaten
- Holland, Tacinelli, Cpas, P.A.insurancen
Office movement
IAPD branch city; joins and departures in 12 months
| Office | Advisors | Joined | Left | Teams out | Forming |
|---|---|---|---|---|---|
| Ormond Beach, Fl · principal | 11 | 1 | 0 |
Offices
Schedule D 1.F, the 25 largest
No branch office listed.
ADV anomalies
2 against comparable advisers; where to look, not conclusions
- clients down average size upCombination · filing Feb 25, 2026private clients fell 20 percent or more while RAUM per client rose 30 percent or more: a move up-market or the departure of small accounts. RAUM $263,528,675 to $307,659,373, advisors 11 to 10, private clients 1024 to 526, offices 0 to 0 (2025-03-13 to 2026-02-25)peers: independent wealth managers, $100M to $500M (5,676)
- client count collapseChange between filings · filing Feb 25, 2026individual and HNW clients (Item 5.D) moved from 1,024.0 to 526.0 (-49.0%) between the annual amendments of 2025-03-13 and 2026-02-25; the peer median change was +3.0% (3310 comparable advisers, 2.0th percentile of changes)peers: independent wealth managers, $100M to $500M (3,310) · 1.8% percentile
What changed
consecutive filings, newest first
- Accounts · 1,024 to 1,060Dec 10, 2025 to Feb 25, 2026
- Advisory employees · 11 to 10Dec 10, 2025 to Feb 25, 2026
- HNW clients · 201 to 74Dec 10, 2025 to Feb 25, 2026
- Individual clients · 823 to 452Dec 10, 2025 to Feb 25, 2026
- Assets in custody · $15.9M to $21.1MDec 10, 2025 to Feb 25, 2026
- Employees · 19 to 17Dec 10, 2025 to Feb 25, 2026
- State-registered IARs · 11 to 10Dec 10, 2025 to Feb 25, 2026
- Discretionary RAUM · $264M to $308MDec 10, 2025 to Feb 25, 2026
- HNW RAUM · $128M to $172MDec 10, 2025 to Feb 25, 2026
- Individual RAUM · $136M to $136MDec 10, 2025 to Feb 25, 2026
- RAUM · $264M to $308MDec 10, 2025 to Feb 25, 2026
- Financial planning clients · 101-250 to 101-250Mar 13, 2025 to Jun 18, 2025
- Accounts · 990 to 1,024Aug 12, 2024 to Feb 24, 2025
- Advisory employees · 7 to 11Aug 12, 2024 to Feb 24, 2025
- Corporate clients · 1 to 0Aug 12, 2024 to Feb 24, 2025
- HNW clients · 50 to 201Aug 12, 2024 to Feb 24, 2025
- Individual clients · 458 to 823Aug 12, 2024 to Feb 24, 2025
- Pension plan clients · 0 to 1Aug 12, 2024 to Feb 24, 2025
- Assets in custody · $14.7M to $15.9MAug 12, 2024 to Feb 24, 2025
- Employees · 13 to 19Aug 12, 2024 to Feb 24, 2025
- Financial planning clients · 51-100 to 101-250Aug 12, 2024 to Feb 24, 2025
- State-registered IARs · 7 to 11Aug 12, 2024 to Feb 24, 2025
- Discretionary RAUM · $233M to $264MAug 12, 2024 to Feb 24, 2025
- HNW RAUM · $109M to $128MAug 12, 2024 to Feb 24, 2025
- Individual RAUM · $123M to $136MAug 12, 2024 to Feb 24, 2025
- RAUM · $233M to $264MAug 12, 2024 to Feb 24, 2025
- Accounts · 962 to 990Jan 18, 2024 to Feb 23, 2024
- HNW clients · 45 to 50Jan 18, 2024 to Feb 23, 2024
- Individual clients · 459 to 458Jan 18, 2024 to Feb 23, 2024
- Assets in custody · $14.3M to $14.7MJan 18, 2024 to Feb 23, 2024
- Employees · 14 to 13Jan 18, 2024 to Feb 23, 2024
- Discretionary RAUM · $185M to $233MJan 18, 2024 to Feb 23, 2024
- HNW RAUM · $82.5M to $109MJan 18, 2024 to Feb 23, 2024
- Individual RAUM · $102M to $123MJan 18, 2024 to Feb 23, 2024
- RAUM · $185M to $233MJan 18, 2024 to Feb 23, 2024
- Accounts · 944 to 962Mar 31, 2022 to Mar 27, 2023
- Charity clients · unset to 0.0Mar 31, 2022 to Mar 27, 2023
- Corporate clients · 0 to 1Mar 31, 2022 to Mar 27, 2023
- HNW clients · 42 to 45Mar 31, 2022 to Mar 27, 2023
- Individual clients · 468 to 459Mar 31, 2022 to Mar 27, 2023
Signals
3 dated events
- Jeremiah Christian Cronin left Holland Advisory Services, Inc. for Keyes, Stange & Wooten Wealth Management, Llc (registered 2023-08-18)May 19, 2023 · Advisor changed firm · fact
- Johnelle Erika Barger (Chief Compliance Officer) no longer on Schedule A of Holland Advisory Services, Inc. (listed 2020-06-30, absent 2021-01-28)Jan 28, 2021 · Control person left · inference
- Holland Advisory Services, Inc. filed its initial SEC registration (Form ADV)May 11, 2017 · First SEC registration · fact
Across DFX
shared identifiers only, never a name match
No identifier-backed link to the venture, private equity, family office or sponsor graphs.
How to reach
public business contact points only, each with its source
- Business phone
- 386-671-7526reportedpublished by the firm, firm site, Sep 15, 2026
- Firm profile
- LINKEDIN.COM/COMPANY/HOLLAND-FINANCIAL-INC-reportedpublic record, Form ADV, Sep 17, 2026
- Website
- PLANSTRONGER.COMreportedpublic record, Form ADV, Sep 17, 2026
- Principal office phone
- 386-671-7526reportedpublic record, Form ADV, Aug 5, 2026
- Team page
- PLANSTRONGER.COM/team.htmlreportedpublished by the firm, firm site, Sep 15, 2026
Provenance
- Form ADV
- SEC filing data 2011 to 2024 and the monthly roster 2025 onreportedadviserinfo.sec.gov
- Advisors
- IAPD individual compilation feed, dailyreportedadviserinfo.sec.gov
- Class
- Independent wealth managerderiveda rule over Items 5.D and 7.A
- RAUM per advisor
- $28.0Mderivedfirm RAUM over the IAPD count; not a book size
- Loaded
- Sep 14, 2026