Our independence allows us to avoid conflicts of interest and help our advisors remain completely objective. This means we are product and provider agnostic. No proprietary products or services, no hidden agendas. Our firm was built on the premise that investors are best served by advisors who are motivated to focus exclusively on the best interests of their clients.


We believe in complete fee transparency - when you work with us, you always know exactly what you're paying for the service provided. We do not recommend commission based investment products. We do not use any products with kickbacks or conflicts of interest. We proactively attempt to mitigate fees and expenses where possible. Our job is to ensure that clients are getting thee best value for their investment dollars.


Individually, and as a company, we accept responsibility for our actions. We embrace our roles as trusted advisors and understand our obligation to be vigilant stewards of all that is entrusted to us.


We conduct ourselves with honesty and fairness at all times and in all circumstances. We do what is right, even when it is difficult or out of fashion.

Some of our partners:


Meet our founder:

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Aaron Wassenaar, CPFA, CBFA has spent his career in the investment management industry, helping clients manage their portfolios and plan for retirement, legacy and lifetime goals. He holds a B.S. in Business Management and a Certified Behavioral Finance Analyst designation from Allianz Global Investors Center for Behavioral Finance. His disillusionment with the standard practice of investment management/financial advisory firms led to the creation of Action Point Financial in 2014.


Action Point Retirement serves clients throughout Michigan and across the midwest. Aaron has contributed to or been quoted in Grand Rapids Business Journal, Fiduciary News, U.S. News & World Report, and Business Insider. A lifelong Niners football fan and avid runner, Aaron lives in Wayland, Michigan with his wife and kids.