HOLBROOK, NY--(Marketwired - July 14, 2015) - American Portfolios Financial Services, Inc. (APFS), a privately held independent broker/deal that services financial advisors throughout the country, began an unprecedented corporate-wide implementation effort on January 1, 2015. APFS has reached the six-month mark in successfully launching and deploying an ambitious long-term growth plan that will drive the company's vision for greatness over the next five years.

APFS's five-year roadmap -- to which its foundation was drafted by the hire earlier this year of EVP and Chief Strategy Officer, APFS Holdings Board Member and former Albridge COO Edward Morrison, CFA® -- is built on a Balanced Score Card management discipline, which relies on the interconnectedness to six strategic company perspectives: People, Innovation, Process, Customer, Financial and Community. From there, the collective wisdom (comprised of senior management members, selected staff, APFS's Advisor Council and APFS's board of directors) determined six corresponding APFS strategic themes that will drive the firm to become one of the most valued independent broker/dealers in the industry by achieving the highest performance levels in: Performance Culture, Platform and Technology Independence, World-Class Service Quality, Customer Loyalty, Managing for EBITDA and Being Socially Responsible. Within this corporate planning framework, under every perspective and below each theme, lie strategic objectives, a number of which have already been achieved, that are filtered to all departments via job performance and S.M.A.R.T. goals tying every staff member to APFS's strategic growth roadmap.

"The challenge of effecting a substantial change begins with a well-charted and clearly defined course that stands as the basis from which all actions and decisions are derived," stated APFS CEO, CIO and President Lon T. Dolber.

One of the first steps on the five-year roadmap includes strategic hires at the executive and senior management levels to strengthen the firm's infrastructure. "In order to move the company to a place of greatness, I need to widen the bench with strong leaders supporting me. I am very excited about the reshaping and refinement of a solid executive and senior management team; this includes the decision to bring on Edward Morrison earlier this year as a full-time employee, applying his 20 years of thought leadership, strategic planning and business management experience in a hands-on way by assuming oversight for five of my 11 reporting areas," said Dolber.

With guidelines set and the groundwork laid, APFS will continue to deliver highly valued services, programs and products to its affiliated financial advisors and their clientele. The firm looks forward to expanding and expounding on its brand promises and value proposition(s) as a leading industry service provider for independent financial professionals.

About AP Chief Strategy Officer Edward T Morrison, CFA®

Edward T. Morrison, CFA® works closely with executive and senior management team members in consulting, creating, communicating, executing and sustaining the company's short and long-term growth initiatives. He is directly responsible for five areas of the firm: Operations, Platform Management, Advisory Services, Human Resources and Marketing/Corporate Communications.

Edward has been associated with American Portfolios for 14 years, first as an outsource service provider in his role as COO for Albridge Solutions -- a Web-based solutions provider for the financial services industry -- going back to 2001 when the firm was a startup, all the way through its acquisition by Bank of New York Mellon and its affiliation under Pershing in 2010. Following his tenure at Albridge, Morrison became a principal at Roche Financial Partners, providing wealth management services to affluent families, while serving on advisory boards for early growth-stage companies, including American Portfolios' board of directors, which he continues to serve on. In the third quarter of 2014, Morrison was brought on as a consultant for American Portfolios to assist the executive management team in shaping its strategic planning initiatives.

Previous experience prior to Albridge and American Portfolios includes leading strategy and operations for Boise Cascade Corporation, and serving as a manager in Ernst and Young's performance management group. His industry experience is diverse, spanning chemicals, technology, management consulting, defense/aerospace, airlines, railroads, paper and financial services. He has an MBA in finance and strategy, and a Bachelor of Science in mechanical engineering.

About American Portfolios

Headquartered in Holbrook, NY, APFS is a full-service independent broker/dealer and member firm of FINRA and SIPC, offering a complete range of financial services, including personal financial and retirement planning, securities trading, mutual funds, access to investment research, long-term care planning, insurance products and tax-free investing. Fee-based asset management is offered through its sister subsidiary, American Portfolios Advisors, Inc., (APA), an SEC registered investment adviser. Both entities, along with technology division American Outsources, LLC (AO) collectively reside under the legal entity, American Portfolios Holdings, Inc. Full-service securities brokerage is available through a clearing firm relationship with Pershing, LLC, a BNY Mellon firm, the securities of which are held on a fully disclosed basis. The company currently serves 805 independent investment professionals located in 360 branch locations throughout the nation.

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Contact Information:


Melissa Grappone
Vice President of Corporate Communications