Let's move forward. Together.

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.

choy team

Pursuing your goals together

Our mission is to provide quality strategies customized to your needs. Our goal is to be your primary source of financial advice. To this end, we concentrate our efforts on developing long-term relationships through a commitment to quality client service.

  • Pete New

    Peter Choy, AIF, CRPC, CRPS

    Senior Vice President–Wealth Management

    Financial Advisor

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    • AK
    • 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
    • SC
    • TN
    • TX
    • UT
    • VA
    • WA
    • WI
    • WY

    With wealth management experience spanning over a quarter century, Peter serves as a resource and partner to his clients and their needs. Having held previous positions as a branch manager and training coordinator for a major investment firm in the Phoenix metropolitan area; his unique industry knowledge provides value in his client's lives by 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 crafting customized investment strategies for high-net-worth clients. He specializes in providing investment advice that often involves retirement planning, tax-efficient investing, and wealth transfer strategies. 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.

    The Choy Group 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 industry recognized designations he holds, Peter is also an Institutional Consultant and a Retirement Plan Consultant with UBS. These distinctive titles allow Peter to assume a fiduciary role in the design, implementation and oversight of qualified plans.

    Peter splits his time between residences in Gilbert, Arizona, with his wife, Laura, and daughter, Grace, and Nashville, Tennessee, where he spends time with his oldest daughter, Ella, who attends Vanderbilt University.

    · President's Council | 2018, 2020, 2022, 2023, 2024

    · Director's Council | 2017, 2019, 2021

    · Five Star Wealth Manager | 2013 - 2016

    · Practice featured in Forbes magazine | 2013

    Personal & Community

    The West Point Class of '98 Fund | Active Donor

    Coloring for a Cure | Board Member

    Caring 4 Paws | Board Member

    Sun Lakes Crown Rotary | Paul Harris Fellow

     

    • Forbes Best-in-State Wealth Advisors, 2019, 2020, 2021, 2022, 2023, 2024The 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.

    • Arizona State University, Business and Communication
    • United States Military Academy, West Point
    • University of Pennsylvania, Wharton, Executive's Certificate
      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

      Senior Wealth Strategy Associate

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

            3102 West End Avenue
            Suite 500
            Nashville, TN 37203
            holly.adams@ubs.com
            Holly Adams
            3102 West End Avenue,Nashville,TN,37203
          • Ryan Cox Profile Photo

            Ryan Cox

            Wealth Strategy Associate

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

            As the Wealth Strategy Associate for the team, Ryan's daily focus is to create and manage our marketing campaigns, develop financial plans, source investment solutions for our clients and ultimately drive 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. Ryan joined the Choy Group in 2015.

            Ryan lives in Scottsdale, AZ. In his free time he enjoys adventurous travel, a spirited drive and exploring new restaurant experiences.

            Ryan holds his FINRA Series 7 and 66 licenses.

                  2575 East Camelback Road
                  Suite 900
                  Phoenix, AZ 85016
                  ryan.m.cox@ubs.com
                  Ryan Cox
                  2575 East Camelback Road,Phoenix,AZ,85016
                • 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
                        • 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.

                                          2575 East Camelback Road
                                          Suite 900
                                          Phoenix, AZ 85016
                                          ella.choy@ubs.com
                                          Ella Choy
                                          2575 East Camelback Road,Phoenix,AZ,85016

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                                        Learn more about how you can get involved and double your impact through the UBS Optimus Foundation.

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