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Willis Investment Counsel Inc
Robert T. Willis, Jr. · Investment Advisor · Value
Willis Investment Counsel Inc., founded in 1979 by Robert T. Willis, Jr., is an independent investment management firm based in Gainesville, Georgia. The firm specializes in managing equity, fixed income, and balanced portfolios for institutional and private wealth clients, including corporations, endowments, and pension funds. With a history spanning over four decades, it remains 100% employee-owned and operates as a fiduciary. The institution focuses on long-term capital appreciation and risk management, utilizing fundamental research to navigate various market cycles while maintaining a commitment to independence and transparency.
Simulated Performance
| Metric | Value |
|---|---|
| Total return | +17.1% |
| YTD return | +13.6% |
| Sharpe ratio | 3.35 |
| Win rate | 51% |
| AUM | $1.0B |
| Inception | Oct 1, 2025 |
| Updated | Sep 4, 2026 |
Institution Status
| Field | Value |
|---|---|
| AUM | $1.0B |
| Turnover | Low (<15%) |
| Avg holding | 18 Months |
| Inception | Oct 1, 2025 |
| Website | https://wicinvest.com |
Current Holdings
Updated on Sep 4, 2026.
| Ticker | Name | Portfolio % | Return |
|---|---|---|---|
| CSCO | Cisco Systems Inc | 9.7% | +45.1% |
| JNJ | Johnson & Johnson | 8.0% | +39.2% |
| TXN | Texas Instruments Incorporated | 6.5% | +22.7% |
| MSFT | Microsoft Corporation | 6.0% | +3.5% |
| LMT | Lockheed Martin Corporation | 5.8% | +3.2% |
| PAYX | Paychex Inc | 5.7% | +25.8% |
| CB | Chubb Ltd | 5.6% | +17.7% |
| PFE | Pfizer Inc | 4.9% | +7.2% |
| ACN | Accenture plc | 4.7% | +10.8% |
| CAT | Caterpillar Inc | 4.7% | +44.8% |
| MRK | Merck & Company Inc | 4.2% | +55.3% |
| ADP | Automatic Data Processing Inc | 4.0% | +28.1% |
| XOM | Exxon Mobil Corp | 3.9% | +14.7% |
| AFL | Aflac Incorporated | 3.9% | +5.3% |
| ABT | Abbott Laboratories | 3.8% | +1.0% |
| HD | The Home Depot Inc | 3.8% | -15.7% |
| MDT | Medtronic PLC | 3.8% | +16.0% |
| FTNT | Fortinet Inc | 3.7% | -2.0% |
| DGX | Quest Diagnostics Incorporated | 3.6% | +9.7% |
| VLO | Valero Energy Corporation | 3.6% | +8.7% |
Recent activity
| Date | Action | Ticker | Weight |
|---|---|---|---|
| Aug 17, 2026 | BUY | PFE | 4.8% → 4.9% |
| Aug 17, 2026 | SELL | HSY | 3.5% → 0.0% |
| Aug 17, 2026 | BUY | MSFT | 6.1% → 6.0% |
| Aug 17, 2026 | BUY | MDT | 3.5% → 3.8% |
| Aug 17, 2026 | BUY | PAYX | 5.6% → 5.7% |
Investment Style Analysis
Willis Investment Counsel Inc is widely recognized for employing a Value strategy. As of Sep 4, 2026, the firm oversees approximately $1.0B in assets under management (AUM). The portfolio demonstrates a clear preference for the Drug Manufacturers - General and Communication Equipment sectors, reflecting a high-conviction approach to capital allocation.
Recent Market Moves
During the latest rebalancing period ending Aug 17, Willis Investment Counsel Inc made a significant move by increasing exposure to PFE. This adjustment aligns with the fund's dynamic approach to risk management and capital deployment in current market conditions.
Investment Philosophy
The institution's philosophy is centered on owning financially strong, market-leading, and undervalued companies for extended periods, typically five years or more. They believe a long-term perspective reduces behavioral risks and allows them to act as business owners rather than speculators. Their process relies on fundamental, bottom-up research to identify companies that compound value via strong internal growth, alongside tactical investments in contrarian or cyclical opportunities when risk/reward profiles are extraordinary. Risk management is integrated through broad diversification and a focus on preservation of capital, prioritizing patience and discipline over market timing.
Disclaimer
The content provided on this page, including the simulated portfolio performance, holdings analysis, and AI-generated insights, is for informational and educational purposes only. It does not constitute financial advice, investment recommendations, or an offer to buy or sell any securities. All data is derived from historical SEC 13F filings and other public disclosures, which have a reporting lag. The "Simulated Performance" is a hypothetical reconstruction based on past disclosures and does not represent the actual returns of the institution. Past performance is not indicative of future results. Tritonix.ai is not affiliated with Willis Investment Counsel Inc.
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Frequently asked questions
How is the simulated portfolio for Willis Investment Counsel Inc constructed?
This simulation is powered by Tritonix AI using official SEC filings. We focus on the "Best Ideas" by filtering for only the Top 20 largest holdings and rebalancing them to 100%. The simulation tracks performance starting from Oct 1, 2025. Our AI monitors for updates every Monday to capture major shifts. This concentrated approach highlights the manager's true stock-picking skill and mirrors their actual investment returns.
What is Willis Investment Counsel Inc's largest holding?
As of the latest filing, Willis Investment Counsel Inc's top position is Cisco Systems Inc (CSCO), representing 9.7% of the portfolio. This reflects a high-conviction bet by the institution.
What is Willis Investment Counsel Inc's historical performance and risk profile?
Our simulation indicates a total return of +17.1% with a win rate of 51%. Notably, the portfolio maintains a Sharpe Ratio of 3.35, suggesting an exceptional level of risk-adjusted returns compared to the broader market.
What sectors does Willis Investment Counsel Inc primarily invest in?
Willis Investment Counsel Inc has a strong preference for the Drug Manufacturers - General sector, which makes up 17.1% of their disclosed assets. The portfolio also has exposure to Communication Equipment, indicating a specific thematic focus.
Is Willis Investment Counsel Inc's portfolio concentrated or diversified?
Willis Investment Counsel Inc runs a moderately concentrated portfolio with 20 disclosed positions. The top 3 holdings alone account for 24.3% of the total portfolio weight, suggesting a strategy that favors broader market exposure.
How has Willis Investment Counsel Inc performed in 2026?
Our AI-simulated model portfolio for Willis Investment Counsel Inc tracks a Year-to-Date (YTD) return of +13.6%. This metric helps investors gauge the institution's effectiveness in the current market environment.
Does Robert T. Willis, Jr. manage Willis Investment Counsel Inc directly?
Yes, Robert T. Willis, Jr. serves as the key portfolio manager for Willis Investment Counsel Inc, overseeing the investment strategy and final capital allocation decisions.