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.

The Choy Group (Graph- 03/2025)

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

    Managing Director–Wealth Management

    Financial Advisor

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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

    With wealth management experience spanning almost 30 years, 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 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 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 while provide lending solutions. With respect to the many industry recognized designations he holds, Peter is also a Retirement Plan, Institutional, and Endowment and Foundation Consultant. These distinctive titles allow Peter to assume a fiduciary role in the design, implementation and oversight of qualified plans, endowments, and foundations.

    Peter has dual 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.

    Personal & Community

    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, 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

          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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                        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

                                      Your Wealth. Your Vision.

                                      Three generations in apple orchard

                                      Turn possibilities into a plan

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                                      Mountain climbers on peak at sunrise

                                      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

                                      $5.9+ trn

                                      UBS Group invested assets
                                      As of 06/30/2024

                                      51 countries

                                      Our global footprint

                                      Global leader

                                      UBS is a leading and truly global wealth manager

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