Direct Indexing
Unlock tax-loss harvesting capabilities at scale. With direct indexing minimums as low as $1,000, more investors can use this sophisticated strategy.
How Does Apex Support Wealth and Fintech Startups?
By eliminating the 12 to 18 months most startups spend building brokerage and wealthtech infrastructure* we’ve already created. Get a cloud-native platform, turnkey deployment, AI developer tools, and strategic guidance so you can launch your platform in weeks.
Looking for a Full-Stack or Modular Wealth Solution?
The choice is yours with Apex. AscendOS™, our cloud-native clearing, custody, and trading infrastructure, can be used as a turnkey, white-label solution or as an API-first way to build your own unique offering.
Cloud Infrastructure
What Is a Modern, Cloud-Native Investing Experience?
Cloud-native investing means that AscendOS infrastructure processes transactions in real time, not overnight batches, using modern API-first architecture that can scale seamlessly. Start with a modern foundation — don’t build on a legacy platform that you’re likely to outgrow. With cloud-native infrastructure:
- Your operations run without reconciliation delays, shadow ledgers, or overnight batch processing — positions update instantly, corporate actions process in real time, and you can access up-to-the-moment data
- Wealth advisors get automated workflows that help eliminate repetitive manual tasks
- Investors get mobile apps with real-time positions, real-time balances, and near-instant trade execution
Why Do Founders Choose Apex?
We’ve helped startups become enterprise-ready before they even knew the scale they’d achieve, supporting builders who grew from thousands to millions to billions in AUM. That’s why many of our 200+ wealth management and fintech clients started with us during their planning stages — before writing a line of code.
With Apex, you get strategic guidance from fintech veterans who help you architect the right solution, flexible infrastructure that scales with your growth, and modern tools that help accelerate development. Here’s why ambitious founders choose Apex:
Cloud-Native Infrastructure
Built on Google Cloud for scalability, real-time processing, and 99.99% uptime* — so you won’t outgrow your platform or need to rebuild from scratch
Pre- and Post-Sale Solution Engineering
Our industry veterans help you architect the foundation for your next innovation, avoiding costly technical debt and wrong-turn decisions that often plague early-stage builds
AI-Accelerated Developer Tools
GenAI assistant Ask Ascend, an Agentic Development Kit (ADK), SDKs, sandbox environment, and REST APIs let lean teams build faster with less boilerplate code
Turnkey Solutions for Non-Technical Teams
Pre-built UIs, white-label mobile apps, and optional Apex-managed deployment reduce the need for extensive development resources
Full Stack or Modular
Deploy the full AscendOS platform from day one or begin with the modules you need today and expand over time
* Apex proprietary data as of 3/31/2026.
Video
Start faster, build smarter
Video
Start faster, build smarter
With AscendOS’s cloud-based infrastructure, it’s easier to build, integrate, scale — and operate globally.
- Developer friendly
- Pre-built technologies
- Cloud flexibility and scalability
- Real-time data
- Enterprise-grade performance, security, and risk mitigation
What’s Included in the AscendOS Platform?
Every feature below represents brokerage infrastructure development work you don’t have to do. Like real-time services that would take months to architect. Or pre-built modules and AI developer tools that would cost hundreds of thousands to develop. Skip months of development time and launch on technology designed to be the cornerstone of your business for years to come.
Pre-Built Tools so You Can Skip the Extra Work
- Real-time Apex Ledger
- Agentic AI tools in our ADK
- Order Management System (OMS)
- Execution Management System (EMS)
- Apex Rebalancer
- Portfolio mapping algorithm
- Model Marketplace
- Client-facing portals and mobile apps
- Apex Cost Basis and Tax
- On-demand business intelligence with Apex Insights
- Flexible APIs, SDKs, and a sandbox experience
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Developer Portal
Can I Test AscendOS Before Committing?
Yes. Our Developer Portal gives you full sandbox access with AI developer tools, comprehensive documentation, SDKs, recipes, and more — all before you sign a contract. For non-technical evaluators, use natural language prompts to explore capabilities with Ask Ascend, our GenAI assistant.
When you’re ready to go, choose your AscendOS integration path based on your team size, timeline, and technical capability. Wealth startups without developers typically choose turnkey deployment; fintech startups with engineering teams often prefer API-first custom builds.
“The Apex Developer Portal has revolutionized our approach to innovation. This invaluable tool amplifies our efficiency and strengthens team productivity.”
Siyuan Guo
Wavvest Co-founder and CTO
“I’m just blown away with what we built with the Apex Agentic Development Kit. We’re just scratching the surface.”
Steven Woods
Stirlingshire CEO
The comments expressed here may not represent all client experiences. These statements are not meant to indicate any guarantee of future performance or success.
Why Should My Startup Consider Augmented Advice?
Augmented Advice solves a critical problem for wealth startups: How to serve mass-affluent clients profitably while still maintaining advisor-to-client human advice.
This out-of-the-box hybrid model automates operational work (such as portfolio management, rebalancing, and other routine tasks) so advisors can focus on what matters: human-to-human planning, investment guidance, and client check-ins.
Advisors can also leverage AI-driven financial planning, powered by Wavvest, to amplify efficiency during complex decisions and major life events. With Augmented Advice, one advisor can manage up to 300 investors (like our client Facet) instead of 50, transforming your unit economics.
Ascend Workstation
How Can AscendOS Help My Advisors Manage Portfolios at Scale?
Advisors can use the unified Ascend Workstation, with built-in AscendOS automations and algorithms designed to help eliminate repetitive, time-intensive work.
Ascend Workstation gives your team one consolidated dashboard to reduce tab-hopping. Push-button workflows and drag-and-drop customization for efficiency. Real-time positions that match what clients see — eliminating version-control confusion. But the real leverage comes from the algorithms and automations working behind the scenes:
- Automated Account Opening. Accounts open in seconds using built-in workflows — no manual data entry or multi-step processes that bog down onboarding at scale
- Intelligent Trade Execution. Automated order routing and execution across client portfolios means advisors initiate trades once, and the system handles distribution and best execution
- Automated Rebalancing. Built-in algorithms monitor drift thresholds and rebalance portfolios automatically — advisors review and approve, not manually calculate and execute every trade
- Model Portfolio Management. Apply investment models across hundreds of client accounts simultaneously using the integrated Model Marketplace — no spreadsheet gymnastics
- Real-Time Portfolio Oversight. Monitor all client portfolios from one consolidated view with automated alerts for exceptions or client actions requiring attention
Sophisticated Strategies
Can Startups Offer Institutional-Grade Investment Strategies?
Yes. Your firm can launch with sophisticated capabilities typically reserved for billion-dollar wealth managers and their clients — no custom development required. AscendOS gives you the infrastructure to offer personalized portfolios, tax optimization, and direct indexing from day one.
Model Marketplace
Launch with a full product shelf on day one with our Model Marketplace. Use 500+ professionally constructed portfolios with risk-based, goal-based, or thematic strategies.
Automated Rebalancer
Set drift thresholds and tax-loss rules and let algorithms execute rebalancing across hundreds of accounts while advisors focus on strategy, not repetitive work.
Ascend Investor
Do I Need to Build Client-Facing UIs From Scratch?
No. Ascend Investor provides white-label web and mobile UIs that can be branded with your logo and colors (not your custodian’s) and configured for your specific needs.
What you get:
- Pre-built Investor Experiences
Give your clients web portal and mobile app access so they can open accounts, view their portfolio(s), access documents, and track progress to goals without an advisor’s help. - Mobile App Option
White-label native iOS and Android apps available if you want to offer smartphone access for your clients — or skip mobile and launch web-only - Shorten Time to Market
Launch in weeks instead of spending up to 12 months building investor-facing UIs from scratch
Service Experience
What Ongoing Support Do Startups Get From Apex?
You get a dedicated team, not a shared call center. Every startup receives an assigned relationship manager for strategic guidance, a solutions engineer for technical support, and access to our digital service center, where you can submit tickets in 60 seconds and receive responses within 30 minutes during Apex business hours.*
Here’s how Apex support for our clients is different:
Dedicated Relationship Manager
Proactive strategic partner who helps you optimize your platform, plan for growth, and access new features as your business evolves
Solutions Engineering Support
Technical experts who understand your integration and can troubleshoot platform issues specific to your implementation
60-Second Digital Service Center Tickets
Submit tickets online in under a minute with 30-minute response times** during business hours — no phone tree or hold music
Self-Service Tools
Real-time dashboards, documentation, Ask Ascend AI assistant, and knowledge base so you can solve common issues without waiting for support
Trade Desk Specialists
Expert teams who monitor execution quality behind the scenes can help you place complex trades, if needed
* In demonstrations, service center tickets can be completed and submitted in under a minute.
** Apex proprietary data as of 8/1/24.
Ready to Launch on AscendOS?
Fill in your information, and our team will reach out to answer your questions and dig into how Apex infrastructure, including a cloud-native platform, agentic AI tools, and modern APIs, can power your startup.