What Apel does

Apel is a privately held Nigerian financial services group founded in 2004 and headquartered in Ikoyi, Lagos. It operates as a multi-subsidiary integrated platform through four wholly-owned entities: Apel Asset Limited (securities trading, corporate finance, issuing house, and research), Apel Capital & Trust Limited (trusteeship, estate planning, and trust products), Apel Capital Registrars Limited (share registration, investor relations, probate, and employee share plans), and Apel Wealth Management Limited (fund and portfolio management). All entities are registered and regulated by the Securities and Exchange Commission (SEC) Nigeria, with Apel Asset additionally holding a Trading License from The Nigerian Exchange (NGX) and NASD membership, and Apel Capital & Trust registered with the Corporate Affairs Commission as a Trust Service Provider. The group is led by Group Managing Director/CEO Peter Aletor, a Fellow of the Chartered Institute of Stockbrokers with approximately 30 years of floor trading experience on the NGX.

Apel's product surface spans trading, investment, and trust verticals. Retail-facing digital platforms include the Apel Alpha web trading terminal (charged at a reduced 0.50% brokerage commission), the Apel InvestSmart mobile application on iOS and Android (launched 2024), and the MyApel shareholder portal (launched 2024), supported by the 2023 Apel E-Forms digital onboarding system. Investment products offered through Apel Wealth Management include the Apel Wealth Investment Product, the Shariah-compliant Apel Wealth Halal Investment Product (N1 million minimum, 90-365 day tenors) targeted at HNIs and Qualified Institutional Investors, the open-ended Money Market Fund at N100 per unit, and the Balanced Fund (launched 2024) at N1,000 per unit. Trust offerings include the Apel Target Trust Scheme, Apel Child Education Trust, Apel Retirement Trust, Living Trust, and Will Services. Corporate clients access equities trading, issuing house services, corporate finance advisory (M&A, capital raising, restructurings), and registrar services for 30+ publicly listed Nigerian companies including NEM Insurance, Lasaco Assurance, International Breweries, ARBICO, and Redstar Express.

Revenue is generated through five distinct streams across subsidiaries: brokerage commissions on NGX trades (transaction-fee model at 0.50%), management and advisory fees on managed fund portfolios, professional services fees for corporate finance mandates, registrar service fees for listed-company clients, and trusteeship fees for trust products. The go-to-market combines a product-led digital motion (Apel Alpha, mobile app, shareholder portal targeting retail and HNI investors) with a relationship-driven enterprise sales motion for corporate finance, institutional fund management, and registrar mandates. Customer segments span individual investors (beginners to seasoned), corporate organizations, government agencies, HNIs, and Qualified Institutional Investors, all served exclusively within Nigeria. The group operates with 11-50 employees and has not disclosed external funding or a public offering.

Name

Apel

Legal name

Apel Asset Limited

Website

https://apel.com.ng

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Apel is a Nigerian SEC-regulated financial services group operating four subsidiaries that deliver securities trading, corporate finance, fund management, trusteeship, and registrar services to individual investors, corporates, and government agencies in Nigeria.

Ownership category

akta.pro rank

Product category

Financial Services

NAICS

Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)

SIC

Investment Advice (6282)

akta.pro primary industry

Managed Accounts & Model Portfolios (SMA/UMA) (FSAAAAAG)

akta.pro secondary industry

Equity Capital Markets Advisory (Equity Issuance Strategy & Readiness) (FSACAAAI)

Keywords

• Securities trading services
• Fund management services
• Corporate finance advisory
• Trust and estate services
• Share registration services

Headquarters

HQ city

Lagos

HQ country

Nigeria

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others

Revenue model

1. Securities Trading - Brokerage Commission: Apel Asset Limited generates revenue through brokerage commissions on equity trades executed on behalf of clients on the Nigerian Exchange. The platform charges 0.50% brokerage commission per trade.
2. Corporate Finance Advisory: Revenue from advisory and structuring fees for capital raising transactions including Equity & Debt Capital Raising, Capital restructuring, Mergers and Acquisitions, and Leveraged Buy-outs.
3. Fund/Portfolio Management: Apel Wealth Management generates management fees from managing investment portfolios for individuals, corporates, and government agencies. Products include the Apel Wealth Investment Product, Halal Investment Product, Money Market Fund, and Balanced Fund.
4. Registrar Services: Apel Capital Registrars Limited earns fees for share registration, dividend processing, AGM management, investor relations, and corporate actions administration for client companies.
5. Trusteeship Services: Apel Capital & Trust Limited provides trust services including Private Trust, Corporate Trust, Public Trust, and syndicated lending, generating fees for estate planning, trusteeship administration, and bond issuance management.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Apel is a Nigerian financial services group operating through four wholly-owned subsidiaries that deliver integrated solutions across the financial value chain: Apel Asset Limited provides securities trading on the Nigerian Exchange and corporate finance advisory; Apel Wealth Management Limited offers portfolio and fund management; Apel Capital & Trust Limited delivers trust, trusteeship, and estate planning services; and Apel Capital Registrars Limited provides share registration, dividend processing, and investor relations services for client companies. The group combines these service offerings with proprietary digital platforms (Apel Alpha trading terminal, Apel InvestSmart mobile app, MyApel shareholder portal) for self-service access.

Product overview

Apel is a Nigerian financial services group operating as a multi-subsidiary platform offering integrated financial solutions. The group comprises four main subsidiaries: Apel Asset Limited (securities trading, corporate finance, and issuing house services), Apel Wealth Management Limited (fund and portfolio management), Apel Capital & Trust Limited (trust and trusteeship services), and Apel Capital Registrars Limited (shareholder and registrar services). Core products include Apel Alpha for stock trading, the InvestSmart/MyApel mobile and portal platforms for account management, and various investment/trust products including the Wealth Investment Product, Halal Investment Product, Money Market Fund, and Balanced Fund. Trust products include the Apel Target Trust Scheme, Child Education Trust, and Retirement Trust. The group also provides corporate finance, research, and registrar services. All entities are registered and regulated by the Securities and Exchange Commission, Nigeria.

Differentiator

Problem solved

Functional benefit

Brands

• Apel Alpha: Online stock trading platform offering securities trading with 0.50% brokerage commission.
• Apel Wealth Investment Product
• Apel Wealth Halal Investment Product
• Apel Wealth Money Market Fund
• Apel Wealth Balanced Fund
• Apel Target Trust Scheme (ATTS)
• Apel Child Education Trust (ACET)
• Apel Retirement Trust (ART)

Products and services

• Apel Alpha Online stock trading platform enabling investors to buy and sell securities listed on the Nigerian Exchange with real-time market access, portfolio management, and trade execution at a reduced brokerage commission of 0.50%. Targets retail and individual investors.
• Apel InvestSmart Mobile and web investment application providing investors with portfolio management, market activities access, and financial services across the Apel group companies. Available on iOS App Store and Google Play.
• MyApel Shareholder Portal Online shareholder portal providing shareholders with access to account statements, portfolio holdings, dividend information, e-dividend services, and KYC updates. Includes mobile app integration.
• Apel Wealth Investment Product (AWIP) Investment product tailored toward individuals, corporate organizations, and government agencies seeking capital preservation and income generation through professionally managed investment solutions. Registered with SEC Nigeria.
• Apel Wealth Halal Investment Product Shariah-compliant investment product targeted at High-Net-Worth Individuals and Qualified Institutional Investors seeking ethical investment opportunities with competitive returns. Tenors of 90 to 365 days; minimum subscription of N1 Million. Registered with SEC Nigeria.
• Apel Wealth Money Market Fund Open-ended unit trust scheme providing current income while preserving capital with liquidity at a stable price of N100 per unit. Invests in a diversified portfolio of high-quality money market instruments. Minimum subscription 500 units; minimum holding period 30 days; quarterly income distribution.
• Apel Wealth Balanced Fund Diversified investment fund combining equities, fixed income securities, and money market instruments for capital appreciation and income generation. Minimum subscription 50 units at N1,000 offer price with a 90-day holding period; early redemption incurs 20% penalty on accrued interest.
• Apel Target Trust Scheme (ATTS) Target trust account product allowing clients to set aside daily, weekly, or monthly funds to meet specific financial goals over trust durations of 1, 3, 5, 7, or 10 years.
• Apel Child Education Trust (ACET) Education trust product enabling parents to set aside funds strictly for children's education, protected from probate and creditors, with professional fund management.
• Apel Retirement Trust (ART) Retirement planning trust allowing clients to build a portfolio of investible funds optimized through proactive management alongside statutory pension requirements, with flexible withdrawal options at retirement.
• Apel Will Services Estate planning service ensuring assets are distributed according to client wishes, with appointment of trusted executors and provision of legal will documentation.
• Living Trust Trust service providing seamless asset transfer, probate avoidance, and financial security for loved ones through a structured trust framework.
• Equities Trading Securities trading services providing efficient and secure trade execution for listed securities on the Nigerian Exchange with expert execution, tailored investment strategies, and professional portfolio management.
• Issuing House Services Securities issuance management including underwriting, regulatory compliance, investor relations, and strategic advisory for capital market transactions.
• Corporate Finance Advisory Strategic corporate finance solutions including mergers and acquisitions, equity and debt capital raising, capital restructuring, business valuation, leveraged buy-outs, and advisory services supporting growth and expansion.
• Investment Research Market analysis providing timely market analysis, equity reports, economic insights, and actionable investment recommendations for informed decision-making by investors and corporate clients.
• Share Registration Services Registrar services providing accurate recording of shareholder details, ownership transfers, and compliance with regulatory requirements for client companies listed on the Nigerian Exchange.
• Investor Relations Services Communication and engagement services keeping shareholders informed through social media, company website, email, telephone support, and AGM management for client companies.
• Probate and Transmission Services Services ensuring seamless transfer of shares to beneficiaries in compliance with legal requirements, including thorough diligence on estate and willed documents.
• Employee Share Plan Structured share schemes designed to reward, retain, and motivate employees with equity ownership for improved staff commitment and productivity at client companies.

Quantifiable outcome

• 0.50% reduced brokerage commission vs industry average
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Vetiva Capital Management: Nigerian asset management and securities firm offering mutual funds, portfolio management, and brokerage. Comparable to Apel Wealth Management and Apel Asset on fund products and trading.
• FBN Quest Securities: Securities brokerage and wealth management subsidiary of FBN Holdings in Nigeria. Directly comparable to Apel Asset Limited on brokerage execution, research, and institutional trading.
• Asset & Resource Management (ARM): One of Nigeria's largest independent asset and wealth managers offering mutual funds, portfolio management, and investment advisory to retail, HNI, and institutional clients. Highly comparable to Apel Wealth Management Limited's fund/portfolio management business.
• Chapel Hill Denham: Nigerian investment banking and asset management firm focused on equities, fixed income, and corporate finance advisory. Comparable to Apel on the corporate finance / issuing house side of the business.
• Investment One Financial Services: Nigerian wealth management and financial advisory firm offering managed portfolios, mutual funds, and stockbroking services. Directly comparable to Apel on the HNI/retail wealth and securities trading axis.
• Cardinalstone Securities: Nigerian securities brokerage, asset management, and investment banking firm. Directly comparable to Apel Asset Limited on brokerage, corporate finance, and wealth management services to retail and institutional clients.
• Coronation Trustees Limited: Nigerian trustee, custodial, and corporate trust services firm. Directly comparable to Apel Capital & Trust Limited on private, corporate, and public trust mandates, including bond trusteeship.
• Meristem Securities Limited: Nigerian securities brokerage, investment banking, and wealth management group with both retail and institutional coverage. Comparable to Apel on the multi-subsidiary securities and wealth stack targeting Nigerian investors.

Broad incumbents

• United Capital Plc: Nigerian diversified financial services group offering investment banking, asset management, trusteeship, and securities trading through multiple subsidiaries. Closely mirrors Apel's four-subsidiary model but at significantly larger scale.
• Stanbic IBTC Asset Management: Asset management arm of Stanbic IBTC Holdings, one of Nigeria's largest financial services groups, offering mutual funds, wealth advisory, and pensions. Comparable to Apel on the wealth management side but with a much larger balance sheet and broader product shelf.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/apelng
• Facebookfacebook.com/apelgroup

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Apel