# EDGAR Filing Document

**Accession Number:** 0001542284
**File Stem:** 0001172661-23-001149
**Filing Date:** 2023-2
**Character Count:** 11579
**Document Hash:** 4552789011bab4472f8a348ab0c5e58d
**Contains OCR:** False
**Source Format:** 

## Filing Content

## Filing Summary
**0001172661-23-001149.hdr.sgml**: 20230214

**ACCESSION NUMBER**: 0001172661-23-001149

**CONFORMED SUBMISSION TYPE**: 13F-HR

**PUBLIC DOCUMENT COUNT**: 2

**CONFORMED PERIOD OF REPORT**: 20221231

**FILED AS OF DATE**: 20230214

**DATE AS OF CHANGE**: 20230214

**EFFECTIVENESS DATE**: 20230214

**FILER**: 

**COMPANY DATA:**
- **COMPANY CONFORMED NAME:** Madden Advisory Services, Inc.
- **CENTRAL INDEX KEY:** 0001542284
- **IRS NUMBER:** 593512917
- **STATE OF INCORPORATION:** FL
- **FISCAL YEAR END:** 1231

**FILING VALUES:**
- **FORM TYPE:** 13F-HR
- **SEC ACT:** 1934 Act
- **SEC FILE NUMBER:** 028-14842
- **FILM NUMBER:** 23626227

**BUSINESS ADDRESS:**
- **STREET 1:** 5200 BELFORT ROAD
- **STREET 2:** SUITE 410
- **CITY:** JACKSONVILLE
- **STATE:** FL
- **ZIP:** 32256
- **BUSINESS PHONE:** (904) 296-1127

**MAIL ADDRESS:**
- **STREET 1:** 5200 BELFORT ROAD
- **STREET 2:** SUITE 410
- **CITY:** JACKSONVILLE
- **STATE:** FL
- **ZIP:** 32256

### FORM 13F COVER PAGE

**Report for the Calendar Year or Quarter Ended:** 12-31-2022

**Check here if Amendment** [ ] **Amendment Number:** 

**This Amendment (Check only one.):** [ ] is a restatement.

[ ] adds new holdings entries.

**Institutional Investment Manager Filing this Report:**

**Name:** Madden Advisory Services Inc.<br>**Address:** 5200 Belfort Road<br>Suite 410<br>Jacksonville, FL 32256

**Form 13F File Number:** 028-14842

**CRD Number (if applicable):** 000112607

**SEC File Number (if applicable):** 801-62774

The institutional investment manager filing this report and the person by whom it is signed hereby represent that the person signing the report is authorized to submit it, that all information contained herein is true, correct and complete, and that it is understood that all required items, statements, schedules, lists, and tables, are considered integral parts of this form.

**Person Signing this Report on Behalf of Reporting Manager:**

**Name:** Michael L. Ellis<br>**Title:** CEO<br>**Phone:** 904-296-1127

**Signature, Place, and Date of Signing:**

/s/ Michael L. Ellis  Jacksonville, FL  02-14-2023<br>[Signature]  [City, State]  [Date]

**Report Type (Check only one.):**

[x] **13F HOLDINGS REPORT.** (Check here if all holdings of this reporting manager are reported in this report.)

[ ] **13F NOTICE.** (Check here if no holdings are reported in this report, and all holdings are reported by other reporting manager(s).)

[ ] **13F COMBINATION REPORT.** (Check here if a portion of the holdings for this reporting manager are reported in this report and a portion are reported by other reporting manager(s).)

### Form 13F Summary Page

**Report Summary:**

**Number of Other Included Managers:** 0

**Form 13F Information Table Entry Total:** 77

**Form 13F Information Table Value Total:** $133679785

      (round to nearest dollar)

**List of Other Included Managers:**

Provide a numbered list of the name(s) and Form 13F file number(s) of all institutional investment managers with respect to which this report is filed, other than the manager filing this report.

[If there are no entries in this list, state “NONE” and omit the column headings and list entries.]

**NONE**

### FORM 13F INFORMATION TABLE

---

|  |  |  |  |  |  |  |  |  |  |  |  |  |
| --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- |
| NAME OF ISSUER | TITLE OF CLASS | CUSIP | FIGI | VALUE (x$1000) | SHRS OR PRN AMT | SH/PRN | PUT/CALL | INVESTMENT DISCRETION | OTHER MANAGER | VOTING AUTHORITY | VOTING AUTHORITY | VOTING AUTHORITY |
| NAME OF ISSUER | TITLE OF CLASS | CUSIP | FIGI | VALUE (x$1000) | SHRS OR PRN AMT | SH/PRN | PUT/CALL | INVESTMENT DISCRETION | OTHER MANAGER | SOLE | SHARED | NONE |
| ABRDN GOLD ETF TRUST | PHYSCL GOLD SHS | 00326A104 |  | 439720 | 25170 | SH |  | SOLE |  | 0 | 0 | 25170 |
| ALPS ETF TR | SECTR DIV DOGS | 00162Q858 |  | 800351 | 15559 | SH |  | SOLE |  | 0 | 0 | 15559 |
| APPLE INC | COM | 037833100 |  | 543398 | 4182 | SH |  | SOLE |  | 0 | 0 | 4182 |
| BCE INC | COM NEW | 05534B760 |  | 280049 | 6372 | SH |  | SOLE |  | 0 | 0 | 6372 |
| FIDELITY COVINGTON TRUST | QLTY FCTOR ETF | 316092790 |  | 690420 | 15550 | SH |  | SOLE |  | 0 | 0 | 15550 |
| FIRST TR EXCHANGE TRADED FD | CONSUMR STAPLE | 33734X119 |  | 530532 | 8452 | SH |  | SOLE |  | 0 | 0 | 8452 |
| FIRST TR EXCHANGE-TRADED FD | FIRST TR ENH NEW | 33739Q408 |  | 1131203 | 19031 | SH |  | SOLE |  | 0 | 0 | 19031 |
| INVESCO QQQ TR | UNIT SER 1 | 46090E103 |  | 544830 | 2046 | SH |  | SOLE |  | 0 | 0 | 2046 |
| ISHARES GOLD TR | ISHARES NEW | 464285204 |  | 2760974 | 79820 | SH |  | SOLE |  | 0 | 0 | 79820 |
| ISHARES TR | 0-5 YR TIPS ETF | 46429B747 |  | 2373096 | 24475 | SH |  | SOLE |  | 0 | 0 | 24475 |
| ISHARES TR | RUSSELL 2000 ETF | 464287655 |  | 300771 | 1725 | SH |  | SOLE |  | 0 | 0 | 1725 |
| ISHARES TR | IBONDS DEC23 ETF | 46434VAX8 |  | 4111915 | 164279 | SH |  | SOLE |  | 0 | 0 | 164279 |
| ISHARES TR | CORE S ETF | 464287200 |  | 468363 | 1219 | SH |  | SOLE |  | 0 | 0 | 1219 |
| ISHARES TR | IBONDS DEC2023 | 46435G318 |  | 289678 | 11427 | SH |  | SOLE |  | 0 | 0 | 11427 |
| ISHARES TR | RUS 1000 ETF | 464287622 |  | 272623 | 1295 | SH |  | SOLE |  | 0 | 0 | 1295 |
| ISHARES TR | IBONDS DEC24 ETF | 46434VBG4 |  | 1570035 | 64293 | SH |  | SOLE |  | 0 | 0 | 64293 |
| ISHARES TR | CORE MSCI EAFE | 46432F842 |  | 522461 | 8476 | SH |  | SOLE |  | 0 | 0 | 8476 |
| ISHARES TR | CORE S SCP ETF | 464287804 |  | 2610841 | 27587 | SH |  | SOLE |  | 0 | 0 | 27587 |
| ISHARES TR | HDG MSCI EAFE | 46434V803 |  | 348030 | 12890 | SH |  | SOLE |  | 0 | 0 | 12890 |
| ISHARES TR | U.S. MED DVC ETF | 464288810 |  | 4449021 | 84630 | SH |  | SOLE |  | 0 | 0 | 84630 |
| ISHARES TR | IBONDS DEC25 ETF | 46434VBD1 |  | 476745 | 19603 | SH |  | SOLE |  | 0 | 0 | 19603 |
| ISHARES TR | U.S. UTILITS ETF | 464287697 |  | 369872 | 4274 | SH |  | SOLE |  | 0 | 0 | 4274 |
| ISHARES TR | 0-5YR HI YL CP | 46434V407 |  | 1310743 | 32055 | SH |  | SOLE |  | 0 | 0 | 32055 |
| ISHARES TR | MSCI INTL QUALTY | 46434V456 |  | 410997 | 12689 | SH |  | SOLE |  | 0 | 0 | 12689 |
| ISHARES TR | CORE US AGGBD ET | 464287226 |  | 2182067 | 22498 | SH |  | SOLE |  | 0 | 0 | 22498 |
| ISHARES TR | CORE S MCP ETF | 464287507 |  | 1267917 | 5242 | SH |  | SOLE |  | 0 | 0 | 5242 |
| ISHARES TR | MSCI EAFE ETF | 464287465 |  | 6176245 | 94093 | SH |  | SOLE |  | 0 | 0 | 94093 |
| ISHARES TR | GLB CNSM STP ETF | 464288737 |  | 250071 | 4193 | SH |  | SOLE |  | 0 | 0 | 4193 |
| ISHARES TR | CORE HIGH DV ETF | 46429B663 |  | 1394835 | 13381 | SH |  | SOLE |  | 0 | 0 | 13381 |
| ISHARES TR | CORE S TTL STK | 464287150 |  | 623026 | 7347 | SH |  | SOLE |  | 0 | 0 | 7347 |
| ISHARES TR | TIPS BD ETF | 464287176 |  | 1626908 | 15285 | SH |  | SOLE |  | 0 | 0 | 15285 |
| ISHARES TR | EAFE VALUE ETF | 464288877 |  | 369839 | 8061 | SH |  | SOLE |  | 0 | 0 | 8061 |
| JOHNSON  JOHNSON | COM | 478160104 |  | 247580 | 1402 | SH |  | SOLE |  | 0 | 0 | 1402 |
| MICROSOFT CORP | COM | 594918104 |  | 3364479 | 14029 | SH |  | SOLE |  | 0 | 0 | 14029 |
| PEPSICO INC | COM | 713448108 |  | 235188 | 1302 | SH |  | SOLE |  | 0 | 0 | 1302 |
| PIMCO ETF TR | INV GRD CRP BD | 72201R817 |  | 713775 | 7675 | SH |  | SOLE |  | 0 | 0 | 7675 |
| PRUDENTIAL FINL INC | COM | 744320102 |  | 594472 | 5977 | SH |  | SOLE |  | 0 | 0 | 5977 |
| SCHWAB STRATEGIC TR | US MID-CAP ETF | 808524508 |  | 3025698 | 46116 | SH |  | SOLE |  | 0 | 0 | 46116 |
| SCHWAB STRATEGIC TR | US DIVIDEND EQ | 808524797 |  | 1321874 | 17499 | SH |  | SOLE |  | 0 | 0 | 17499 |
| SCHWAB STRATEGIC TR | US LRG CAP ETF | 808524201 |  | 4160843 | 92156 | SH |  | SOLE |  | 0 | 0 | 92156 |
| SCHWAB STRATEGIC TR | US SML CAP ETF | 808524607 |  | 390456 | 9639 | SH |  | SOLE |  | 0 | 0 | 9639 |
| SCHWAB STRATEGIC TR | US BRD MKT ETF | 808524102 |  | 15690250 | 350151 | SH |  | SOLE |  | 0 | 0 | 350151 |
| SCHWAB STRATEGIC TR | US REIT ETF | 808524847 |  | 1758869 | 91180 | SH |  | SOLE |  | 0 | 0 | 91180 |
| SCHWAB STRATEGIC TR | EMRG MKTEQ ETF | 808524706 |  | 598259 | 25275 | SH |  | SOLE |  | 0 | 0 | 25275 |
| SCHWAB STRATEGIC TR | INTL EQTY ETF | 808524805 |  | 752598 | 23365 | SH |  | SOLE |  | 0 | 0 | 23365 |
| SCHWAB STRATEGIC TR | US LCAP GR ETF | 808524300 |  | 2651958 | 47731 | SH |  | SOLE |  | 0 | 0 | 47731 |
| SELECT SECTOR SPDR TR | SBI INT-INDS | 81369Y704 |  | 821148 | 8361 | SH |  | SOLE |  | 0 | 0 | 8361 |
| SELECT SECTOR SPDR TR | TECHNOLOGY | 81369Y803 |  | 828077 | 6654 | SH |  | SOLE |  | 0 | 0 | 6654 |
| SELECT SECTOR SPDR TR | SBI CONS DISCR | 81369Y407 |  | 784940 | 6077 | SH |  | SOLE |  | 0 | 0 | 6077 |
| SPDR GOLD TR | GOLD SHS | 78463V107 |  | 342842 | 2021 | SH |  | SOLE |  | 0 | 0 | 2021 |
| SPDR INDEX SHS FDS | PORTFOLIO DEVLPD | 78463X889 |  | 265399 | 8939 | SH |  | SOLE |  | 0 | 0 | 8939 |
| SPDR S 500 ETF TR | TR UNIT | 78462F103 |  | 3445395 | 9009 | SH |  | SOLE |  | 0 | 0 | 9009 |
| SPDR SER TR | BLOOMBERG HIGH Y | 78468R622 |  | 267120 | 2968 | SH |  | SOLE |  | 0 | 0 | 2968 |
| SPDR SER TR | S HOMEBUILD | 78464A888 |  | 275542 | 4568 | SH |  | SOLE |  | 0 | 0 | 4568 |
| SPDR SER TR | PORTFLI HIGH YLD | 78468R606 |  | 242572 | 10858 | SH |  | SOLE |  | 0 | 0 | 10858 |
| SPDR SER TR | PRTFLO S GW | 78464A409 |  | 201768 | 3982 | SH |  | SOLE |  | 0 | 0 | 3982 |
| SPROTT PHYSICAL GOLD  SILVE | TR UNIT | 85208R101 |  | 565064 | 31515 | SH |  | SOLE |  | 0 | 0 | 31515 |
| VANECK ETF TRUST | IG FLOATING RATE | 92189F486 |  | 2106391 | 84662 | SH |  | SOLE |  | 0 | 0 | 84662 |
| VANGUARD BD INDEX FDS | SHORT TRM BOND | 921937827 |  | 646233 | 8584 | SH |  | SOLE |  | 0 | 0 | 8584 |
| VANGUARD INDEX FDS | GROWTH ETF | 922908736 |  | 470777 | 2209 | SH |  | SOLE |  | 0 | 0 | 2209 |
| VANGUARD INDEX FDS | VALUE ETF | 922908744 |  | 7665631 | 54610 | SH |  | SOLE |  | 0 | 0 | 54610 |
| VANGUARD INDEX FDS | SMALL CP ETF | 922908751 |  | 1032963 | 5628 | SH |  | SOLE |  | 0 | 0 | 5628 |
| VANGUARD INDEX FDS | TOTAL STK MKT | 922908769 |  | 2217804 | 11600 | SH |  | SOLE |  | 0 | 0 | 11600 |
| VANGUARD INDEX FDS | MID CAP ETF | 922908629 |  | 421683 | 2069 | SH |  | SOLE |  | 0 | 0 | 2069 |
| VANGUARD INDEX FDS | REAL ESTATE ETF | 922908553 |  | 440900 | 5346 | SH |  | SOLE |  | 0 | 0 | 5346 |
| VANGUARD INDEX FDS | S 500 ETF SHS | 922908363 |  | 9111370 | 25933 | SH |  | SOLE |  | 0 | 0 | 25933 |
| VANGUARD SCOTTSDALE FDS | VNG RUS1000IDX | 92206C730 |  | 481185 | 2761 | SH |  | SOLE |  | 0 | 0 | 2761 |
| VANGUARD SCOTTSDALE FDS | SHRT TRM CORP BD | 92206C409 |  | 1713668 | 22791 | SH |  | SOLE |  | 0 | 0 | 22791 |
| VANGUARD SPECIALIZED FUNDS | DIV APP ETF | 921908844 |  | 1576173 | 10380 | SH |  | SOLE |  | 0 | 0 | 10380 |
| VANGUARD STAR FDS | VG TL INTL STK F | 921909768 |  | 1297293 | 25083 | SH |  | SOLE |  | 0 | 0 | 25083 |
| VANGUARD WORLD FDS | HEALTH CAR ETF | 92204A504 |  | 2736290 | 11031 | SH |  | SOLE |  | 0 | 0 | 11031 |
| VANGUARD WORLD FDS | CONSUM STP ETF | 92204A207 |  | 3665022 | 19132 | SH |  | SOLE |  | 0 | 0 | 19132 |
| VANGUARD WORLD FDS | UTILITIES ETF | 92204A876 |  | 1290986 | 8418 | SH |  | SOLE |  | 0 | 0 | 8418 |
| VANGUARD WORLD FDS | INDUSTRIAL ETF | 92204A603 |  | 1401884 | 7676 | SH |  | SOLE |  | 0 | 0 | 7676 |
| VANGUARD WORLD FDS | CONSUM DIS ETF | 92204A108 |  | 1540946 | 7036 | SH |  | SOLE |  | 0 | 0 | 7036 |
| VANGUARD WORLD FDS | INF TECH ETF | 92204A702 |  | 8309979 | 26017 | SH |  | SOLE |  | 0 | 0 | 26017 |
| WELLTOWER INC | COM | 95040Q104 |  | 508865 | 7763 | SH |  | SOLE |  | 0 | 0 | 7763 |

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