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The Choy Group

Phoenix, AZ • Tucson, AZ • Franklin, TN • Nashville, TN

The Choy Group (Graph- 03/2025)

Managing your wealth is deeply personal

Managing your wealth is deeply personal, and it starts with understanding what matters most to you. We take a holistic approach to wealth management, crafting tailored solutions that align with your unique goals and priorities. Through collaboration with our globally connected investment office and a client-centered focus, we’re committed to helping you grow and preserve your wealth, regardless of market conditions. We will collaborate with you to build a lasting legacy and secure your financial future, no matter where you are today.

  • Pete New

    Peter Choy, AIF, CRPC, CRPS

    Managing Director–Wealth Management

    Institutional Consultant, UBS Institutional Consulting Program

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    • AK
    • AR
    • AZ
    • CA
    • CO
    • DC
    • 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

    As the son of Korean immigrants, Peter embraced hard work early, managing one of many family businesses at age ten. At thirteen, his family lost everything. The experience left an indelible mark on Peter, fueling his drive to serve his country as a Cadet at West Point and eventually leading his own wealth management team to help others successfully achieve their financial goals.

    With wealth management experience of almost 30 years, Peter serves as a resource and partner to his clients.  Having held previous positions as a branch manager and training coordinator for one of the “Big 4” investment firms in the Phoenix metropolitan area; his unique industry knowledge provides value in his clients’ lives by navigating them toward their financial goals.

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

    The Choy Group assists corporate executives and business owners maximize personal and business assets while offering lending solutions. With many industry designations, Peter also serves as a fiduciary to Retirement Plans, Endowments & Foundations. 

    The Choy Group has team members located in both Arizona and Tennessee to serve our clients.  Peter is based out of Franklin, Tennessee while his daughter, Ella, attends Vanderbilt University.  He travels back to Arizona frequently to meet clients and team members.  

    Personal & Community

    West Point Class of ’98 Fund | Active Donor       

    Sun Lakes Crown Rotary | Paul Harris Fellow

    Coloring for a Cure | Board Member

    Caring 4 Paws | Board Member

    • Forbes Best-in-State Wealth Advisors, 2019, 2020, 2021, 2022, 2023, 2024, 2025The 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.
    • Forbes Best-in-State Wealth Management Teams, 2023, 2024, 2025The Forbes rating is compiled by Shook Research and awarded annually in January, based on information from a 12 month period ending March of the prior year.
    • UBS Wealth Management President’s Council, 2024UBS Financial Services Inc. Councils are a distinction held by UBS Financial Advisors based on criteria including evaluation of compliance with firm rules, standards & policies and revenue. Council membership is not representative of any one client's experience and is not indicative of the advisor’s future performance.

    • United States Military Academy, West Point
    • University of Pennsylvania, Wharton, Executive's Certificate
    • Arizona State University, Business and Communication
    • Institutional Consultant, UBS Institutional Consulting Program
    • Retirement Plan Consultant
    • Endowment & Foundation Consultant
    • Accredited Investment Fiduciary
    • Chartered Retirement Planning Counselor
    • Chartered Retirement Plans Specialist℠
    • Senior Portfolio Manager
    Financial planning
    Estate planning strategies
    Philanthropy
    Business succession
    Custom portfolios
    Institutional consulting
    Lending services
    2575 East Camelback Road
    Suite 900
    Phoenix, AZ 85016
    peter.y.choy@ubs.com
    Peter Choy, AIF, CRPC, CRPS
    2575 East Camelback Road,Phoenix,AZ,85016
  • Holly Adams

    Holly Adams

    Registered Client Associate

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    • AK
    • AL
    • AR
    • AZ
    • CA
    • CO
    • CT
    • DC
    • FL
    • GA
    • HI
    • IA
    • ID
    • IL
    • IN
    • KS
    • KY
    • LA
    • MA
    • MD
    • MI
    • MN
    • MO
    • MS
    • MT
    • NC
    • NJ
    • NM
    • NV
    • NY
    • OH
    • OK
    • OR
    • PA
    • PR
    • SC
    • SD
    • TN
    • TX
    • UT
    • VA
    • VI
    • VT
    • WA
    • WI
    • WY

    Born and raised in California, I developed a strong passion for finance and client relations early on while working for my family’s business. I had the privilege of working with ultra-high-net-worth families in Beverly Hills, where I honed my skills in wealth management and built lasting relationships with clients. After relocating to Nashville, I continued my journey in private wealth management, dedicating the past six years to providing tailored financial solutions and exceptional service to clients. My diverse experience and commitment to understanding the unique needs of each family allow me to deliver personalized strategies that align with their financial goals. When not working I enjoy spending time with my husband and children on the lake near our home and traveling.

          3102 West End Avenue
          Suite 500
          Nashville, TN 37203
          holly.adams@ubs.com
          Holly Adams
          3102 West End Avenue,Nashville,TN,37203
        • Lori

          Lori Brannigan

          Senior Client Associate

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            Lori is a Senior Client Service Associate with 37 years of experience in the financial industry and has a diverse background in customer administrative support.

            Lori provides The Choy Group with operational and back office support.

            A native of Arizona, Lori and her husband John get out in nature as much as possible.  In her leisure time she enjoys gardening, listening to music, reading and has a flair for decorating.

                  2575 East Camelback Road
                  Suite 900
                  Phoenix, AZ 85016
                  lori.brannigan@ubs.com
                  Lori Brannigan
                  2575 East Camelback Road,Phoenix,AZ,85016
                • Malecky, Katie

                  Katie Malecky

                  Client Associate

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                          6100 Tower Circle
                          Suite 100
                          Franklin, TN 37067
                          katie.malecky@ubs.com
                          Katie Malecky
                          6100 Tower Circle,Franklin,TN,37067
                        • Weston Zierer

                          Weston Zierer

                          Client Associate

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                            Weston is currently a graduate student in the Master of Science in Finance program at Vanderbilt University and a recent ASU graduate. As a Client Service Associate, his responsibilities include determining portfolio weightings, conducting investment research, and publishing quarterly newsletters on capital market trends and the team’s strategic responses.

                            With experience at financial firms in Phoenix and in building a small service-based business, Weston developed a strong interest in crafting comprehensive financial strategies through direct client engagement, grounded in trust, integrity, and respect. Drawing on his collegiate football background, he understands that success is built on consistent dedication, perpetual learning, and a genuine passion for the craft. Weston is committed to impacting others by delivering specialized asset management to wealth management services, supported by data-driven analytics and care. He holds his FINRA SIE license and is progressing toward his Series 7 license.

                            In his free time, Weston enjoys traveling, hiking, and running.

                                  2575 East Camelback Road
                                  Suite 900
                                  Phoenix, AZ 85016
                                  weston.zierer@ubs.com
                                  Weston Zierer
                                  2575 East Camelback Road,Phoenix,AZ,85016
                                • Ella Headshot

                                  Ella Choy

                                  Intern

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                                    As a full-time student at Vanderbilt University, Ella is pursuing a degree in Human and Organizational Development and Business while also gaining practical experience as a wealth management intern.

                                    With her exposure to financial planning from a young age, along with her current involvement in her own non-profit and Vanderbilt extracurriculars, Ella brings a blend of academic knowledge and hands on experience to the table. Through her internship, she is honing her skills in investment analysis, financial planning, and client relationship management, all while balancing the demands of a rigorous academic program. With her commitment to excellence and her drive to succeed, Ella is committed to making an impact in the financial world.

                                          3102 West End Avenue
                                          Suite 500
                                          Nashville, TN 37203
                                          ella.choy@ubs.com
                                          Ella Choy
                                          3102 West End Avenue,Nashville,TN,37203
                                        • Ramsey Safa

                                          Ramsey Safa

                                          Intern

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                                            Ramsey is currently a Master of Science in Finance candidate at Vanderbilt University and a recent graduate of Arizona State University, where he earned his bachelor’s degree in Finance. As an intern with The Choy Group at UBS, he supports the team through client portfolio analysis, investment research, and day-to-day operational tasks aimed at delivering exceptional client service.

                                            Ramsey brings prior experience in financial analysis, marketing strategy, and asset & wealth management, which has fueled his passion for helping clients preserve and grow their wealth through tailored strategies. His long-term goal is to build a career in private wealth management or Investment Management, specializing in advising ultra-high-net-worth individuals by combining personalized service with data-driven financial planning.

                                            In his free time, Ramsey enjoys weight training, running, reading, and traveling.

                                                  6100 Tower Circle
                                                  Suite 100
                                                  Franklin, TN 37067
                                                  ramsey.safa@ubs.com
                                                  Ramsey Safa
                                                  6100 Tower Circle,Franklin,TN,37067

                                                Your Wealth. Your Vision.

                                                Three generations in apple orchard

                                                Turn possibilities into a plan

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                                                A leading global wealth manager

                                                Fausto

                                                Tariffs, volatility and your portfolio

                                                Are you ready?

                                                In the first 100 days of a second Trump administration, policy uncertainty continues to dominate. Do you have questions about the impact of tariffs, inflation and geopolitical developments on your investment strategy?

                                                We’re here to help you make sense of it all and move forward with confidence. Make sure your portfolio is prepared for ongoing market volatility.

                                                A leader in wealth management

                                                Backed by the strength of our parent company, UBS AG

                                                $6 trn

                                                UBS Group invested assets
                                                As of 12/31/2024

                                                51 countries

                                                Our global footprint

                                                Global leader

                                                UBS is a leading and truly global wealth manager

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