J.J.B. Hilliard, W.L. Lyons LLC is a broker/dealer headquartered in Louisville, Kentucky. The firm is a subsidiary of HL Financial Services LLC. They provide a full array of investment services. J.J.B. Hilliard specializes in a variety of industries including banks, REITs, technology, healthcare, pharmaceuticals, specialty chemicals, utilities, telecommunications providers, entertainment and leisure. The firm focuses on companies that provide niche products or services not easily duplicated. The companies they recommend must exhibit a combination of attributes including high returns on assets and equity, reliable earnings that are growing and manageable debt. J.J.B. Hilliard also prefers companies that generate excess cash.Through its predecessors, the firm's origins can be traced to 1854. In 1965, J.J.B. Hilliard & Son and W.L. Lyons and Co. combined to become J.J.B. Hilliard, W.L. Lyons. In 1972, Hilliard Lyons exchanged its traditional partnership form of business for a corporation model. Then, in 1998, Hilliard Lyons was acquired by PNC Financial Services GroupI. In 2008, ownership of Hilliard Lyons was transitioned from PNC Financial Services Group to joint ownership by Hilliard Lyons’ own employees and Houchens Industries, Inc. of Bowling Green, Kentucky, a diversified, employee-owned company.