APO Financial Services provides financial planning, portfolio management for individuals and small businesses, pension consulting, and educational seminars. Financial planning was provided to 1–10 clients last fiscal year.
APO Financial Services reports 542 clients. They include 536 individual clients and 6 high-net-worth individuals. Of its assets, 100.0% ($124M across 929 accounts) are managed with discretion.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 99% | 92% |
| High-net-worth individuals | 1% | 8% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 536 | $114M | 91.9% | $213K |
| High-net-worth individuals | 6 | $10.1M | 8.1% | $1.68M |
| Total | 542 | $124M | 100% | $229K |
- Clients
- 536
- Regulatory AUM
- $114M
- AUM share
- 91.9%
- Avg. per client
- $213K
- Clients
- 6
- Regulatory AUM
- $10.1M
- AUM share
- 8.1%
- Avg. per client
- $1.68M
Total
- Clients
- 542
- Regulatory AUM
- $124M
- AUM share
- 100%
- Avg. per client
- $229K
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 1–10
APO Financial Services is paid through a percentage of assets under management, hourly charges and fixed fees (other than subscription fees). The reviewed brochures do not disclose an asset-based fee rate. Read the SEC-filed brochure. The brochure also prices 2 other services, listed under fee details.
Fee details and sources
Other fees
- Financial planning and consulting
- Planning and consulting fees are negotiable and may be complimentary; generally $1,000 to $10,000 fixed, or up to $500 per hour.
- Pension consulting
- Pension consulting fees are negotiable, generally up to 100 basis points of plan assets, or a fixed fee up to $50,000.
Johnny Goodhue owns 75% or more of APO Financial Services. It has 7 employees.
Leadership
- Johnny GoodhueCEO & CCO
Investment adviser representatives
2 representatives listed in the SEC register as of 9 October 2026.
Staff
- 7 employees
- 7 in advisory functions
- 7 state-registered reps
- 7 insurance agents
- Owns 75% or more of Apo Financial Services, LLC
Johnny Goodhue
Control person · since December 2018
APO Financial Services’ regulatory assets grew from $112M (April 2021) to $124M (April 2026); clients rose from 486 to 542 and employees fell from 10 to 7.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| April 2026 | $124M | 542 | 7 | 7 |
| April 2025 | $111M | 518 | 7 | 7 |
| March 2024 | $100M | 517 | 8 | 7 |
| May 2023 | $132M | 570 | 9 | 6 |
| July 2022 | $127M | 561 | 11 | 7 |
| April 2021 | $112M | 486 | 10 | 7 |
Besides its headquarters, APO Financial Services has 6 offices, with 7 listed addresses across 5 states.
Colorado · 3 listed addresses
- 10155 Westmoor Drive, Suite 125, WestminsterHQ
- 10375 Park Meadow Drive, Lone Tree
- 722 Tenacity Drive, Longmont
Florida · 1 listed address
- 11770 US Highway One, Palm Beach Gardens
Michigan · 1 listed address
- 95 3rd Street, Laurium
Tennessee · 1 listed address
- 3401 Mallory Lane, Franklin
Utah · 1 listed address
- 555 S. Bluff Street, Saint George
Other business names
APO Financial Services has reported 2 other business names to the SEC.
- Assurance Financial Partners
- Scott Financial Services
Contact and registration details
- Legal name
- Apo Financial Services, LLC
- Headquarters
- 10155 Westmoor Drive, Suite 125, Westminster, CO 80021-2627
- Website
- apofinancial.com
- Phone
- 720-588-2000
- SEC file
- 801-118090
- Structure
- Colorado LLC
- Fiscal year end
- December
APO Financial Services uses Axos Clearing ($110M, 88%) and Charles Schwab ($14.6M, 12%) as custodians for its separately managed accounts. APO Financial Services does not have custody of client assets.
- Axos ClearingAxos Clearing LLC · Omaha, NE · $110M88%
- Charles SchwabCharles Schwab & Co., Inc. · Westlake, TX · $14.6M12%
At year end, APO Financial Services’ separately managed accounts were mostly in funds (86%) and stocks (10%).
What the accounts hold
- Stocks10%
- Funds86%
- Cash5%
How many clients does APO Financial Services have?
APO Financial Services has 542 clients and manages $124 million for them, as of April 2026. They include 536 individual clients and 6 high-net-worth individuals.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 1 April 2026
What services does APO Financial Services offer?
APO Financial Services provides financial planning, portfolio management for individuals and small businesses, pension consulting, and educational seminars.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
Which custodians does APO Financial Services use?
APO Financial Services’ separately managed account assets are held at Axos Clearing LLC (Omaha, NE), with $110M and Charles Schwab & Co., Inc. (Westlake, TX), with $14.6M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 1 April 2026
How many financial advisors does APO Financial Services have?
APO Financial Services has 7 investment adviser representatives registered with state securities authorities, out of 7 employees, and 7 perform investment advisory functions. 0 employees are registered representatives of a broker-dealer and 7 employees are licensed insurance agents.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does APO Financial Services invest in?
At the end of its last fiscal year, APO Financial Services’ separately managed accounts held 86% registered funds (mutual funds, ETFs, BDCs), 10% exchange-traded equities and 5% cash and equivalents.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns APO Financial Services?
APO Financial Services’ direct owner is Johnny Goodhue (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 1 April 2026
How does APO Financial Services get paid?
APO Financial Services is paid through a percentage of assets under management, hourly charges and fixed fees. Its Form ADV lists no commissions or performance-based fees among how it is paid.
Source: Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file
How do I contact APO Financial Services?
APO Financial Services’ main office is at 10155 Westmoor Drive, Suite 125, Westminster, CO 80021-2627. Its phone number is 720-588-2000. Its website is apofinancial.com.