WILLIS INVESTMENT COUNSEL INC
Compensation Model
Compensation type disclosed on SEC Form ADV Item 5C. Filed 46142. Specific fee percentages are available in this firm's Form ADV Part 2A brochure at adviserinfo.sec.gov.
Conflict of Interest Analysis
Broker-Dealer Affiliated: No
No broker-dealer affiliation. Lower risk of commission-driven advice.
Insurance Licensed: No
Not insurance licensed. Cannot sell you annuity or insurance products directly.
Custody of Client Assets: Yes
This firm has direct custody of client assets, rather than using an independent custodian. This is a higher-risk arrangement that requires additional regulatory safeguards.
Proprietary Products: No
Uses only third-party investment products. No proprietary product conflicts.
Regulatory & Disciplinary History
Clean Record
No disciplinary events, regulatory actions, or customer complaints on file with the SEC or FINRA. This firm has maintained a spotless regulatory record for 43 years.
Firm Details
| Legal Name | WILLIS INVESTMENT COUNSEL INC |
| CRD Number | #111042 |
| SEC Registered | Yes |
| Registration Date | 1983-03-22 |
| States Registered | GA |
| Assets Under Management | $4.2B |
| Number of Clients | 8 |
| Employees | 13 |
| Compensation Type | fee-only |
| Last ADV Filing | 46142 |
Other Advisors in GAINESVILLE
View all advisors in GAINESVILLE →Frequently Asked Questions
Is WILLIS INVESTMENT COUNSEL INC a fiduciary?
Yes. WILLIS INVESTMENT COUNSEL INC is a registered investment adviser (RIA) with the SEC, which means they are legally required to act as a fiduciary — putting your interests ahead of their own.
How does WILLIS INVESTMENT COUNSEL INC charge clients?
WILLIS INVESTMENT COUNSEL INC uses a fee-only compensation model. Full fee details are in their Form ADV Part 2A brochure at adviserinfo.sec.gov.
Does WILLIS INVESTMENT COUNSEL INC have any complaints?
No. WILLIS INVESTMENT COUNSEL INC has zero complaints or disciplinary actions on file with the SEC or FINRA across 43 years of operation.
How does WILLIS INVESTMENT COUNSEL INC compare to other advisors in GAINESVILLE?
WILLIS INVESTMENT COUNSEL INC has a Red Flag Score of 95/100. There are 2 registered advisory firms in GAINESVILLE. Use our city page to compare firms side by side.
Where does this data come from?
All information is sourced from SEC Form ADV public filings (mandatory regulatory disclosures) and FINRA BrokerCheck records. Last updated: 2026-06-24. We do not accept payment from financial advisors.
Data source: SEC Form ADV (Parts 1 and 2A) filed with the Investment Adviser Registration Depository (IARD). Filing date: 46142. Last data refresh: 2026-06-24. AdvisorRanked does not verify the accuracy of SEC filings. This is not financial advice.