Brian Appel, CFP®, ChFC®

SVP, Senior Wealth Advisor

Brian joined Lido Advisors in 2022, based in the New York City metro area, to help lead business development along the East Coast for Lido. He brings nearly three decades of wealth management leadership and expertise, having worked for industry leaders like Putnam Investments, Guardian Life, AXA Distributors and Fidelity Investments in a variety of roles.

A consummate student of the business, Brian has enjoyed a varied career that ranged from mutual fund wholesaler covering the entire Northwest and Hawaii, to Top Gun wholesaler (#1 ranking) for AXA Distributors in New York City and New Jersey. As the Director of Investments for a NJ-based Guardian Agency, he helped take his Agency from the bottom quartile to a top quartile ranking in under two years. He co-founded, merged, and sold his own independent wealth management firm in four years before running billion-dollar+ books of business for Fidelity and Schwab for a decade, where he was a President’s Circle (Top 3%) advisor and consistent branch leader in sales and client satisfaction rankings.

Along the way, Brian attained his Certified Financial Planner® (CFP®), his Chartered Financial Consultant (ChFC®), and his Behavioral Financial Advisor (BFA) designations as well as his Professionally Certified Coach (PCC) designation where he has coached some of the best financial advisors and teams in the country on leadership, practice management and team development.

He holds a Bachelor of Science degree in Management Science with a concentration in Economics and Finance from Kean University in NJ.

Brian lives in Shrewsbury, NJ with his wife and three very active kids where he still coaches soccer and wrestling from the sidelines and cheers lacrosse, Taekwondo and other sports from the stands. When he’s not working or coaching, he enjoys traveling with his family, winters on the slopes, and summers in the surf and sand.


Certified Financial Planner Board of Standards Inc. (CFP Board) owns the certification marks CFP®, CERTIFIED FINANCIAL PLANNER™, CFP® (with plaque design), and CFP® (with flame design) in the U.S., which it authorizes use of by individuals who successfully complete CFP Board’s initial and ongoing certification requirements.

The Behavioral Financial Advisor™ program was developed by Kaplan and think2perform® and is issued by Kaplan. To receive the BFA™ certification, candidates must successfully complete the BFA™ education program and pass the final exam. Continuing education requirements to maintain the BFA™ designation must be satisfied every two years.

Professional Certified Coach (PCC) Credential-holders are trained (125+ hours), experienced (500+ hours) coaches. They have demonstrated knowledge and proficient application of the ICF Core Competencies, Code of Ethics, and definition of coaching. In order to receive the credential, candidates must complete required education, have requisite hours of experience, receive mentor coaching, pass a performance evaluation and then pass a written exam. Candidates pay initial and renewal fees for consideration and membership. Credential issued by the International Coaching Federation.

To receive the Chartered Financial Consultant (ChFC)® designation, a candidate must complete all courses in the program, meet experience requirements and ethics standards, and agree to comply with The American College Code of Ethics and Procedures. Experience requirements include, but are not limited to, three years of full-time business experience, which must be within the five years preceding the date of the designation. An undergraduate or graduate degree from an accredited educational institution qualifies as one year of business experience.