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

  • Pete New

    Peter Choy, AIF, CRPC, CRPS

    Senior 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
    • MT
    • NC
    • NH
    • NJ
    • NV
    • NY
    • OH
    • OR
    • SC
    • 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, 2022, 2023The 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, 2024The 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.

        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
        • 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 25 years and draws on her extensive experience to deliver customized financial planning and wealth management strategies to each client as part of the team.  Melissa believes in building trusting relationships.  She takes the time needed to focus on what is important and to listen to the needs of each client. She will follow through with insight and service to each client we serve. 

        Melissa is originally from Colorado and has lived in Tucson for over 25 years.  Melissa enjoys spending time with her family and friends. Her interests include playing soccer, time at the beach, swimming, hiking and the outdoors.

              2840 E. Skyline Drive
              Tucson
              Tucson, AZ 85718
            • Lori

              Lori Brannigan

              Senior Client Associate

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                Lori works exclusively with The Choy Group, supporting virtually all of our administrative, compliance and operational requirements. This includes and is not limited to the establishment of accounts, all asset transfers, online services and electronic communication preferences. Lori works hard to see that client requests are addressed professionally; and she takes great pride to see that we deliver optimum results in a timely manner.

                Starting work with UBS in 1991, Lori was promoted to Assistant Operations Manager in 1995 at our Sun City office. After that branch was consolidated in 2002, she moved to our Scottsdale and then to the Phoenix office. 

                      2575 East Camelback Road
                      Suite 900
                      Phoenix, AZ 85016
                    • 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 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.

                            2575 East Camelback Road
                            Suite 900
                            Phoenix, AZ 85016

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