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RIA / WealthRegistered adviserindependent wealth managerSEC registeredRAUM 100m 1b

APO FINANCIAL SERVICES, LLC

CRD 297647

WESTMINSTER, CO

This is the graph view. The full profile, with its team, deals and sources, is on RIA / Wealth Management.Open the full profile →

Search this name across graphsid dfx:ria:735b8bf5-9bf6-7a4b-5899-9e54384bbbaa

Data as of Apr 1, 2026 (this record's last observation) from federal regulator filings. Page built Sep 19, 2026, 6:48 PM UTC and rebuilt at most every 15 minutes.

Relationships: 17
Dated events: 8
On other graphs: 0
Observed: Jan 16, 2020 to Apr 1, 2026
26 observations

Across DFX

This entity has not been resolved onto another DFX graph by a shared identifier. A name match elsewhere would be a candidate, never an identity, and none is recorded.

Facts

fact = as filed or announced; derived = computed by DFX; estimate = a band, never a point

Firm class: independent wealth managerderivedprivate_client_share=1.0 fund_share=0.0 institutional_share=0.0 related_bd=false related_bank=false bd_reps=0.0
Regulatory AUM: $124MItem 5.F on the latest filing (2026-04-01); as reported, and an affiliate's assets may be counted again on its own filing
Discretionary RAUM: $124M
Private client RAUM: $124MderivedItem 5.D individuals plus high net worth individuals
Private client share: 100%derivedprivate client RAUM over total RAUM
Advisors on IAPD: 4
RAUM per advisor: $31.1Mderivedthe firm's RAUM over its IAPD headcount: a firm average, never a person's book
Employees: 7
Advisory employees: 7
Offices: 6Schedule D 1.F, beyond the principal office
Accounts: 929
Individual clients: 536
High net worth clients: 6
SEC number: 801-118090
CRD: 297647
Filings on the tape: 26
First filed: Jan 16, 2020
Latest filed: Apr 1, 2026
Organised: Limited Liability Company, CO
Website: apofinancial.com

Advisors on IAPD

current investment adviser representatives on the IAPD individual feed, longest tenure first

Advisor	Designations	Branch	In industry	Prior firms	Dual registered
JOHNNY MICHAEL GOODHUE	n/a	WESTMINSTER, CO \| PALM BEACH GARDENS, FL	17	2	no
John Leonard Croze	n/a	WESTMINSTER, CO \| Lake Linden, MI	33	1	no
KERRY RAY MORRIS	Certified Financial Planner	WESTMINSTER, CO \| FRANKLIN, TN	18	3	no
Michael Brannon	n/a	WESTMINSTER, CO	20	6	no

Owners and control persons

Schedule A and B as filed; ownership codes are the form's bands (NA under 5%, A 5 to 10%, B 10 to 25%, C 25 to 50%, D 50 to 75%, E over 75%); people are listed as filed and never merged by name

Owner	Title	Ownership code	Control person	Acquired	First seen	Last seen
GOODHUE, JOHNNY, MICHAEL	CEO & CCO	E	yes	12/2018	Jan 16, 2020	Mar 31, 2024

Affiliates (Item 7.A)

as filed on Item 7.A; a related person with a CRD on the graph links to its own page

Related person	Type	Class on the graph	Its RAUM	Control	Common control	State
APO FINANCIAL, INC.	n/a	n/a	n/a	Y	yes	n/a
ASSET PROTECT ONE, INC.	n/a	n/a	n/a	Y	yes	n/a

Offices

Schedule D 1.F offices beyond the principal office; street addresses are not published

City	State	Country	Employees	Also broker-dealer
Franklin	Tn	United States	3	no
SAINT GEORGE	Ut	United States	3	no
LONE TREE	Co	United States	2	no
Longmont	Co	United States	2	no
Laurium	Mi	United States	2	no
PALM BEACH GARDENS	FL	United States	1	no

Regulatory AUM by fiscal year

annual amendments (and the roster's annual snapshot) as filed; where a year was amended twice the later filing draws the line; showing 7 of 8

Fiscal year	Filed	RAUM	Discretionary	Employees	Advisory staff	Offices	Private funds	Fund GAV
2025	Apr 1, 2026	$124M	$124M	7	7	6	n/a	n/a
2024	Apr 1, 2025	$111M	$110M	7	7	6	n/a	n/a
2023	Mar 31, 2024	$100M	$100M	8	8	6	n/a	n/a
2022	Mar 31, 2023	$132M	$132M	11	11	6	n/a	n/a
2021	Mar 31, 2022	$127M	$127M	11	11	5	n/a	n/a
2020	Mar 15, 2021	$112M	$112M	10	10	6	n/a	n/a
2019	Mar 31, 2020	$104M	$104M	10	10	5	n/a	n/a

Advisor flows

derived: registrations beginning and ending at this CRD on IAPD, bulk corporate re-registrations excluded; the rate is departures over IAPD headcount

Joined, 12m	Left, 12m	Net, 12m	Departure rate, 12m	Joined, 90d	Left, 90d	Left, no destination yet	Joined, 36m	Left, 36m
1	2	-1	50.0%	1	0	0	1	4

Growth

derived from consecutive annual filings; RAUM as reported

Latest fiscal year	RAUM	A year earlier	1y change	Three years earlier	3y CAGR	Employees	A year earlier	Offices	A year earlier
2025	$124M	$111M	11.8%	$132M	-2.1%	7	7	6	6

Teams in

teams that arrived here from one firm together

Other firm	Advisors	First left	Last joined	From	Kind	Move type	Share of firm
HORTER INVESTMENT MANAGEMENT, LLC	2	Dec 13, 2019	Feb 18, 2020	CINCINNATI, OH	Team lift out	RIA to RIA	3.6%
HORTER INVESTMENT MANAGEMENT, LLC	3	Aug 13, 2019	Aug 9, 2019	WESTMINSTER, CO	Team lift out	RIA to RIA	4.2%

Relationships

Registered with (10)

← Michael BrannonAdvisorregistration: current employment
Jul 7, 2026 to presentfactForm ADV
← KERRY RAY MORRISAdvisorregistration: previous registration
Mar 17, 2020 to Dec 31, 2025factForm ADV
← John Leonard CrozeAdvisorregistration: previous registration
Oct 17, 2023 to Dec 31, 2025factForm ADV
← JOHNNY MICHAEL GOODHUEAdvisorregistration: previous registration
Jul 3, 2019 to Dec 31, 2025factForm ADV
← Katie Lynn ProsserAdvisorregistration: previous registration
Jan 9, 2026 to Apr 13, 2026factForm ADV
← Tammy B PaxtonAdvisorregistration: previous registration
Feb 18, 2020 to Dec 31, 2025factForm ADV
← Leah TrietiakAdvisorregistration: previous registration
Jan 17, 2023 to Jul 9, 2024factForm ADV
← Eric Paul ButlerAdvisorregistration: previous registration
Dec 14, 2021 to Nov 7, 2023factForm ADV
← BRIAN ERLE GRAYAdvisorregistration: previous registration
Jul 8, 2019 to May 4, 2023factForm ADV
← RAYMOND JOHN STEINAdvisorregistration: previous registration
Aug 9, 2019 to Apr 12, 2023factForm ADV

Controls (1)

← GOODHUE, JOHNNY, MICHAELOwnerCEO & CCO, ownership code E, individual
Jan 16, 2020 to Mar 31, 2024factForm ADV

Moved with (1)

← HORTER INVESTMENT MANAGEMENT, LLCRegistered adviser2 advisors, team lift out
Dec 13, 2019 to Feb 18, 2020factForm ADV

Dated events

Occurred
Apr 13, 2026
Advisor changed firm
Katie Lynn Prosser left Apo Financial Services, Llc for Ae Wealth Management, Llc (registered 2026-03-18)
Form ADVobserved 4 days ago
Occurred
Dec 31, 2025
Advisor changed firm
Tammy B Paxton left Apo Financial Services, Llc for Gramercy Park Wealth Advisors, Llc (registered 2025-01-29)
Form ADVobserved 4 days ago
Occurred
Jul 9, 2024
Advisor changed firm
Leah Trietiak left Apo Financial Services, Llc for Singer Wealth Advisors Llc (registered 2024-07-20)
Form ADVobserved 4 days ago
Occurred
Nov 7, 2023
Advisor changed firm
Eric Paul Butler left Apo Financial Services, Llc for Digital Ascension Group - Wealth (registered 2023-11-14)
Form ADVobserved 4 days ago
Occurred
May 4, 2023
Control person left
Erle Brian Gray (President And Chief Compliance Officer) no longer on Schedule A of Apo Financial Services, Llc (listed 2023-04-26, absent 2023-05-04)
Form ADVobserved 4 days ago
Occurred
May 4, 2023
Advisor changed firm
Brian Erle Gray left Apo Financial Services, Llc for Graylark Financial, Llc (registered 2023-06-05)
Form ADVobserved 4 days ago
Occurred
Apr 12, 2023
Advisor changed firm
Raymond John Stein left Apo Financial Services, Llc for New Light Financial (registered 2023-06-23)
Form ADVobserved 4 days ago
Occurred
Jan 16, 2020
First Form ADV filing
Apo Financial Services, Llc filed its initial SEC registration (Form ADV)
Form ADVobserved 4 days ago

Provenance

Graph: RIA / Wealth Management
Canonical id: dfx:ria:735b8bf5-9bf6-7a4b-5899-9e54384bbbaa
First observed: Jan 16, 2020
Last observed: Apr 1, 2026 5 months ago
Source families: Federal regulator filings
3 registered feeds stand behind this record; each fact above carries its own dates and, where the publisher serves one, its document.
Resolution: Identity across graphs by shared identifier (CRD, CIK, EIN, ADV fund id, individual CRD) or citation; a name match is shown as a candidate and never merged.

APO FINANCIAL SERVICES, LLC

CRD 297647

WESTMINSTER, CO

This is the graph view. The full profile, with its team, deals and sources, is on RIA / Wealth Management.Open the full profile →

Search this name across graphsid dfx:ria:735b8bf5-9bf6-7a4b-5899-9e54384bbbaa

Data as of Apr 1, 2026 (this record's last observation) from federal regulator filings. Page built Sep 19, 2026, 6:48 PM UTC and rebuilt at most every 15 minutes.

Advisor

Designations

Branch

Years here

In industry

Prior firms

Dual registered

JOHNNY MICHAEL GOODHUE

n/a

WESTMINSTER, CO | PALM BEACH GARDENS, FL

John Leonard Croze

n/a

WESTMINSTER, CO | Lake Linden, MI

KERRY RAY MORRIS

Certified Financial Planner

WESTMINSTER, CO | FRANKLIN, TN

Michael Brannon

n/a

WESTMINSTER, CO

Owner

Title

Ownership code

Control person

Acquired

First seen

Last seen

GOODHUE, JOHNNY, MICHAEL

CEO & CCO

yes

12/2018

Jan 16, 2020

Mar 31, 2024

Related person

Type

Class on the graph

Its RAUM

Control

Common control

State

APO FINANCIAL, INC.

n/a

yes

n/a

ASSET PROTECT ONE, INC.

n/a

yes

n/a

City

State

Country

Employees

Also broker-dealer

Franklin

United States

SAINT GEORGE

United States

LONE TREE

United States

Longmont

United States

Laurium

United States

PALM BEACH GARDENS

United States

Fiscal year

Filed

RAUM

Discretionary

Employees

Advisory staff

Offices

Private funds

Fund GAV

2025

Apr 1, 2026

$124M

n/a

2024

Apr 1, 2025

$111M

$110M

n/a

2023

Mar 31, 2024

$100M

n/a

2022

Mar 31, 2023

$132M

n/a

2021

Mar 31, 2022

$127M

n/a

2020

Mar 15, 2021

$112M

n/a

2019

Mar 31, 2020

$104M

n/a

Joined, 12m

Left, 12m

Net, 12m

Departure rate, 12m

Joined, 90d

Left, 90d

Left, no destination yet

Joined, 36m

Left, 36m

-1

50.0%

Latest fiscal year

RAUM

A year earlier

1y change

Three years earlier

3y CAGR

Employees

A year earlier

Offices

A year earlier

2025

$124M

$111M

11.8%

$132M

-2.1%

Other firm

Advisors

First left

Last joined

From

Kind

Move type

Share of firm

HORTER INVESTMENT MANAGEMENT, LLC

Dec 13, 2019

Feb 18, 2020

CINCINNATI, OH

Team lift out

RIA to RIA

3.6%

HORTER INVESTMENT MANAGEMENT, LLC

Aug 13, 2019

Aug 9, 2019

WESTMINSTER, CO

Team lift out

RIA to RIA

4.2%