HF Advisory Group LLC Boosts Position in Salesforce Inc. $CRM

Institutional investor increases stake in cloud software giant

Apr. 2, 2026 at 11:13am by Ben Kaplan

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HF Advisory Group LLC significantly increased its holdings in Salesforce Inc. (NYSE:CRM) by over 1,250% in the fourth quarter, according to a recent SEC filing. The firm now owns 105,176 shares of the CRM provider's stock, making it the 15th largest position in its portfolio.

Why it matters

Salesforce is a bellwether in the cloud software industry, and institutional investor activity in its stock can signal broader market trends and investor sentiment around the company's future prospects.

The details

According to the filing, HF Advisory Group LLC bought an additional 97,402 shares of Salesforce during the fourth quarter, bringing its total position to 105,176 shares worth $27.9 million. This represents a 1,252.9% increase in the firm's Salesforce holdings compared to the prior quarter.

  • The filing covers the fourth quarter of 2025.
  • HF Advisory Group LLC's previous Salesforce position was disclosed in a Q3 2025 SEC filing.

The players

HF Advisory Group LLC

A financial advisory firm that manages investments for institutional clients.

Salesforce Inc.

A leading provider of cloud-based customer relationship management (CRM) software and other enterprise applications.

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The takeaway

The significant increase in HF Advisory Group's Salesforce holdings suggests the firm sees strong growth potential in the cloud software company, even as its stock has pulled back from recent highs. This could signal broader institutional confidence in Salesforce's long-term outlook.