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'The notion of liquidity is changing': Apollo CEO Marc Rowan on the evolution of the credit market

Reported by Citywire
Jun 26, 2025· 2 min read
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Key Takeaways
  • • Apollo CEO Marc Rowan asserts that the definition of liquidity in credit markets is fundamentally shifting, requiring investors and market participants to rethink traditional assumptions about asset availability and tradability.
  • • Private credit represents a market exceeding $40 trillion in size, with the vast majority classified as investment-grade, positioning it as a secular growth opportunity for alternative asset managers.
  • • Apollo has actively participated in credit market evolution, having traded approximately $6.7 billion through its open-architecture platform, demonstrating the increasing transparency and liquidity emerging in private credit.
  • • Rowan cautioned that a significant shakeout is imminent for private credit firms as industry concerns intensify, implying that consolidation and competitive pressures will reshape the competitive landscape.
  • • Rising interest rates are not expected to materially harm Apollo's profitability, according to Rowan's commentary on the firm's financial resilience in the current environment.
Summary
Marc Rowan, co-founder and CEO of Apollo Global Management, addressed the evolution of credit markets and the redefinition of liquidity at multiple industry forums, including Morningstar's investment conference in Chicago and the Economic Club of Washington, D.C. His central thesis centers on the notion that traditional conceptions of liquidity are becoming obsolete, requiring market participants to adopt a more sophisticated understanding of how capital flows and assets trade in modern credit markets.

Rowan positioned private credit as a generational opportunity, characterizing the asset class as exceeding $40 trillion in addressable market size, with the predominant portion comprising investment-grade credits. This scale underscores the structural shift toward alternative credit mechanisms as institutional investors increasingly allocate capital outside traditional banking channels. Apollo has been instrumental in facilitating this evolution through innovation in market-making infrastructure; the firm has executed approximately $6.7 billion in trades via its open-architecture platform, contributing to enhanced transparency and liquidity conditions within the private credit ecosystem.

However, Rowan's commentary also flagged emerging headwinds. He warned that a shakeout among private credit providers appears imminent as the industry confronts mounting concerns regarding valuations, redemption pressures, and operational capacity. This caveat suggests that while the private credit market opportunity remains substantial, competitive pressures and potential dislocations will separate well-capitalized, operationally sophisticated firms from less-resilient participants. Despite these sector-wide challenges, Rowan indicated that Apollo's financial structure and business model remain insulated from interest rate pressures, suggesting the firm is positioned to benefit from market consolidation and continued industry maturation.

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Citywire 'The notion of liquidity is changing': Apollo CEO Marc Rowan on the evolution of the credit market