Apo Financial Services, Llc
- Regulatory AUM
- $124M
- Discretionary
- $124M
- Clients
- 542
- Avg AUM / client
- $229K
- Accounts
- 929
- Employees
- 7
AUM over time
Annual snapshots from Form ADV filings · as of Apr 01, 2026
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 536 | $114M | 91.9% |
| High net worth individuals | 6 | $10.1M | 8.11% |
People (4)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Johnny Michael Goodhue | Ceo & Cco | Dec 2018 (8y) | 75% or more | |
| John Leonard Croze | Registered representative | Jan 2026 (1y) | ||
| Kerry Ray Morris | Registered representative | CFP | Jan 2026 (1y) | |
| Michael Brannon | Registered representative | Jul 2026 (0y) |
Undisclosed: 0% – 25% of the firm is not attributable from the filed Schedule A bands.
Roster from the IAPD representatives feed; ownership and acquisition dates from Form ADV Schedule A/B. "Since" is the earliest filed registration or acquisition date.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 04/01/2026 | 1.06 MB | View · PDF · Source ↗ |
Archived copies of the firm's regulatory filings, versioned by content hash.
Disciplinary disclosures
No disciplinary events reported on the firm's latest Form ADV filing.
How they charge
- • Percentage of assets under management
- • Hourly charges
- • Fixed fees
Services
- • Financial planning services
- • Portfolio management for individuals/small businesses
- • Pension consulting services
- • Educational seminars/workshops
Custody
Reported custodians
- Axos Clearing $110M (88% of AUM) Apr 2026
- E*TRADE (Morgan Stanley) $104M (93% of AUM) Sep 2021
- Charles Schwab & Co. $14.6M (12% of AUM) Apr 2026
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports it does not have custody of client funds or securities (Item 9.A).
Source
All data on this page comes from this firm's Form ADV filings, reproduced without modification. Latest filing: Apr 01, 2026.
View current Form ADV (SEC/IAPD) ↗