New Way Now: How Apex fuels frictionless investment with Google Cloud

*Summary:* Daniel Gicklhorn, VP of Product at Apex Fintech Solutions, shares how Google Cloud is helping the market-leading fintech provider enable seamless access, frictionless investing, and investor education for all. With Google Cloud, Apex created a strong data foundation for its bespoke investing and wealth management tools, empowering its clients to build and scale their investment products efficiently. *Challenge:* Apex Fintech Solutions offers a suite of scalable solutions that fuel innovation and evolution for hundreds of today’s market leaders, challengers, change makers, and visionaries. Its digital ecosystem creates an environment where clients with the biggest ideas are empowered to change the world through its Apex Clearing™, Apex Advisor Solutions™, and Apex Silver™ brands. But cloud innovation in financial services brings a lot of complexity, particularly when it comes to retaining data and maintaining high levels of operational resilience. With 20 million accounts on its platform, Apex wanted to provide accessible, scalable, and durable data environments that enable its clients to quickly build and launch investment products — all while meeting a wide range of customer needs, expectations, and requirements. *Solution:* Using BigQuery, Looker, Google Kubernetes Engine, and Google Cloud’s managed service for Apache Kafka, Apex is building powerful data solutions and tools within its platform that empower its clients to innovate faster. With the ability to build new data pipelines at scale and quickly bring them to market, Apex can serve up modern data experiences and advanced analytics that make it even easier for clients to access the data and insights they need to deliver their own products. In addition, Apex now has a strong data foundation to start exploring AI opportunities, such as generative AI, to make financial investment more accessible and understandable for everyone. *Result:* With Google Cloud, Apex now has confidence that it can deli