RESEARCH REPORT
Apex Investor Pulse
Real-Time Insights into Retail Investor Behavior
Apex sits at the center of retail investing infrastructure, supporting millions of accounts across hundreds of clients. We see what investors buy, sell, and hold—in real time, across four generational cohorts.
Apex Investor Pulse turns that view into intelligence. Each report tracks the Top 25 equity holdings by generation alongside the behavioral shifts that define each period.
Unlike backward-looking quarterly snapshots that arrive long after trends have matured, our real-time data infrastructure captures market-moving patterns as they emerge—when the intelligence still carries value.
Download the Q2 2026 Report: Retail Rotates From Commodities Into the AI Buildout
A blockbuster IPO and a memory supercycle reshaped retail portfolios this quarter. The SpaceX (SPCX) listing drew universal, cross-generational demand to become the quarter’s single largest net buy, while investors rotated out of the spring’s commodity trades and into AI infrastructure, and net sold Tesla.
SpaceX Goes Multigenerational: SPCX listed June 12 and generated roughly $1.25 billion in net buying on nearly 2.2 million trades, nearly double the second-place name. It entered the Top 25 as a new holding in all four generations at once.
Memory at the Core: Micron (MU) became a top-five holding in every generation, with SanDisk (SNDK) and Western Digital (WDC) climbing alongside it as the memory supercycle moved into quarter-end positioning.
Tesla Led the Sells: With the Magnificent Seven included in net-flow rankings, Tesla (TSLA) was the single largest net sell of the quarter, while the spring’s energy and commodity winners were funded right back out.
Generational Insights: NVDA anchors all four cohorts at #1. Below the anchors, Gen Z reached for frontier and space names, Boomers added Caterpillar (CAT) and blue chips like XOM, LLY, and JPM, and Micron climbed into the top five everywhere.
The Full Report Includes: Top 25 rankings by generation, the SPCX listing deep-dive, the memory and AI-infrastructure analysis, the full Top 20 net buys and net sells, and implications for clients, advisors, and asset managers.