Your future. Your legacy.

How can we help bring your vision to life?

Foothills Wealth Management

Where are you today and where do you want to be tomorrow? We recognize that a lasting relationship starts by listening and understanding your priorities and concerns. We'll work together to look at the big picture, discuss your vision for the future and help you confidently pursue your life goals.

Woman business owner
  • Pete New

    Peter Choy, AIF, CRPC, CRPS

    Senior Vice President–Wealth Management

    Financial Advisor

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    • AK
    • AR
    • AZ
    • CA
    • CO
    • FL
    • GA
    • HI
    • ID
    • IL
    • IN
    • KS
    • MA
    • MD
    • MI
    • MN
    • MO
    • MS
    • MT
    • NC
    • NH
    • NJ
    • NM
    • NV
    • NY
    • OH
    • OK
    • OR
    • PA
    • PR
    • SC
    • TN
    • TX
    • UT
    • VA
    • WA
    • WI
    • WY

    With wealth management experience spanning over half of his life and advising clients through two major U.S. recessions, Peter serves as a resource and partner to his clients. Having previous positions as a branch manager and training coordinator for a prominent investment firm in the Phoenix metropolitan area, his unique industry knowledge provides insight into clients' value in navigating them toward their financial goals.

    Drawing from his military experience as a Cadet at West Point and with a comprehensive perspective in wealth management, Peter is disciplined in developing customized investment strategies for high-net-worth clients. He specializes in providing investment advice that often involves tax-efficient investing, wealth transfer strategies, and retirement planning. As your financial advisor, Peter will work tirelessly to manage your significant life changes by offering solutions that focus on the short and long-term outcomes of your collective decision-making.

    His practice offers a suite of services catering to corporate executives and business owners to maximize their personal and business assets and provide lending solutions. With respect to the many recognized designations he holds, Peter is also a Retirement Plan Consultant with UBS. This distinctive title allows Peter to assume a fiduciary role in the implementation and management of qualified plans.

    Peter resides in Gilbert, Arizona with his wife and two daughters. During his free time, Peter enjoys reading, traveling, and spending time with family. 

    · Director's Council (2017, 2019, 2021) | President's Council (2018)

    Personal & Community

    TPR Foundation | Board Member

    Sun Lakes Crown Rotary | Paul Harris Fellow

    • Forbes Best-in-State Wealth Advisors, 2019, 2020, 2021, 2022The Forbes rating is compiled by Shook Research and awarded annually in April based on information from a 12 month period ending June of the prior year.

      • Chartered Retirement Planning Counselor℠
      • Chartered Retirement Plans Specialist℠
      • Endowment & Foundation Consultant
      • Senior Portfolio Manager
      • Retirement Plan Consultant
      2575 East Camelback Road
      Suite 900
      Phoenix, AZ 85016
    • Michael Choy Profile Photo

      Michael Choy

      First Vice President–Wealth Management

      Financial Advisor

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      • AK
      • AZ
      • CA
      • CO
      • FL
      • GA
      • HI
      • ID
      • IL
      • IN
      • KS
      • MA
      • MD
      • MI
      • MN
      • MO
      • MS
      • MT
      • NC
      • NH
      • NJ
      • NM
      • NV
      • NY
      • OH
      • OK
      • OR
      • PA
      • SC
      • TN
      • TX
      • UT
      • VA
      • WA
      • WI
      • WY

      Prior to his career in financial services, Michael worked in education and athletic coaching while attending the University of California in Los Angeles and majoring in psychology. He has a diverse background in the financial services industry, lasting over 20 years. His career began as a financial advisor in California and soon after had accumulated five years of experience in management, covering risk management, business development, sales management, and new advisor training. 

      In 2010, Michael ultimately decided to return to his roots as a financial advisor to pursue his passion for helping and educating clients. He takes great joy in guiding them through the phases of their financial lives, extending their legacies for generations to come. He proudly serves as the team's Chief Operating Officer, leading operational and daily practice management, risk management, and serving as an investment analyst.

      Michael resides in Gilbert, Arizona with his wife Kris and their children Skylar, Gunnar, and Rogan.

          • Wealth Advisor
          2575 East Camelback Road
          Suite 900
          Phoenix, AZ 85016
        • Ryan Freberg Profile Photo

          Ryan Freberg

          First Vice President–Wealth Management

          Financial Advisor

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          • AZ
          • CA
          • CO
          • FL
          • GA
          • HI
          • ID
          • IL
          • IN
          • MA
          • MD
          • MI
          • MN
          • MO
          • MS
          • MT
          • NC
          • NH
          • NJ
          • NM
          • NV
          • NY
          • OH
          • OK
          • OR
          • PA
          • SC
          • TN
          • TX
          • UT
          • VA
          • WA
          • WI
          • WY

          Ryan started his career in financial services prior to graduating from Arizona State University with a B.S. in Finance. He began as an intern for a large west coast firm where he built his knowledge of investments and international markets and gained experience on the trading floor. He then became a wealth advisor associate for a major Wall Street firm and helped senior financial advisors construct financial plans and investment strategies for clients.

          As a financial advisor for the past nine years, Ryan continues to focus on making a difference by helping others. Clients look to him to help create a detailed strategy based on their wants and needs to preserve and accumulate wealth through their lifetime. His detailed business practice is modeled after a doctor's office, but instead of annual checkups, he gets together with his clients consistently to review their portfolios, plans, and financial health.

          Ryan is a second-generation Arizonian and currently resides in Tempe, AZ.

              • Wealth Advisor
              2575 East Camelback Road
              Suite 900
              Phoenix, AZ 85016
            • Ryan Cox Profile Photo

              Ryan Cox

              Client Associate

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              • AZ
              • CA
              • CO
              • FL
              • GA
              • HI
              • ID
              • IL
              • IN
              • MA
              • MD
              • MI
              • MN
              • MO
              • MS
              • MT
              • NC
              • NH
              • NJ
              • NM
              • NV
              • NY
              • OH
              • OK
              • OR
              • PA
              • SC
              • TX
              • UT
              • VA
              • WA
              • WI
              • WY

              As the Business Development Specialist for the team, Ryan's daily focus is to create and manage our marketing campaigns, business development, and team growth. After spending 18 years in the Rocky Mountains, he began his finance career while attending Arizona State University, interning for a major wall street firm. Today Ryan spends a significant amount of time personalizing, developing, and updating UBS's abundant marketing materials to promote our team. 

              As a team, we pride ourselves on creating and maintaining relationships with our clients based on trust, integrity, and respect. In his role as Business Development Specialist, he organizes and executes several client/prospect events throughout the year, allowing our talented Financial Advisors the opportunity to share their expertise.

              Ryan holds his FINRA Series 7 and 66 licenses.

                • Arizona State University
                  2575 East Camelback Road
                  Suite 900
                  Phoenix, AZ 85016
                • Melissa Norvelle Profile Photo

                  Melissa Norvelle

                  Senior Wealth Strategy Associate

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                  • AK
                  • AZ
                  • CA
                  • CO
                  • FL
                  • HI
                  • ID
                  • IL
                  • IN
                  • MA
                  • MD
                  • MN
                  • MS
                  • MT
                  • NC
                  • NH
                  • NJ
                  • NM
                  • NV
                  • OH
                  • OR
                  • SC
                  • TX
                  • UT
                  • VA
                  • WA
                  • WI

                  Melissa has worked in the financial services industry for over 20 years, the last three years at UBS. Her former roles as a financial advisor and financial paraplanner have given her a robust knowledge base which allows her to hone in on her specialty on the team - financial planning.

                  Originally from Colorado, Melissa has lived in Tucson for 23 years. Recently she has served Board President for Soroptimist International of Desert Tucson. Melissa enjoys spending time with her three children and is actively involved in their schools and extra-curricular activities. Her interests include family, playing soccer, yoga, swimming, hiking and the outdoors.

                        2840 E. Skyline Drive
                        Tucson
                        Tucson, AZ 85718
                      • Bridget Farrell  Profile Photo

                        Bridget Farrell

                        Client Associate

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                        • AZ
                        • CA

                        Bridget Farrell is a Texas native who currently lives in Arizona. She played volleyball at the University of Alabama and professionally in Spain and Chile. She graduated cum laude with her B.A. in marketing.

                        Bridget has previously held business development and marketing leadership roles, most recently with BirdieBox, and has a passion for connecting with people to personalize and better every client experience. She is motivated by the team's success, and she is ecstatic about the opportunity to work with this team and their clients.

                        Bridget has a passion for traveling, fitness, and she most cherishes her time with her two sons, Kason and Kolby.

                          • University of Alabama, Commerce & Business Administration, Marketing
                            2575 East Camelback Road
                            Suite 900
                            Phoenix, AZ 85016

                          The Year Ahead - Sustainable Investing

                          Retirement planning

                          Retirement planning

                          Multigenerational planning

                          Multigenerational planning

                          Legacy—Wealth for others

                          For needs that go beyond your own—to help you improve the lives of others

                          What will your legacy be?
                          It’s never too early to plan ahead. A Legacy strategy can help you gain more control over your financial future and what you leave behind, so you can move forward with confidence.

                          Learn more at ubs.com/wealthway.

                          Backed by the strength of UBS

                          A global leader in wealth management

                          $2.8 trillion

                          In invested assets globally 
                          As of 06/30/2022

                          51 countries

                          Our global footprint

                          Global leader

                          UBS is a world-leading wealth manager