Action Financial Strategies

Team An office of Eagle Strategies (NY Life)
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Eagle Strategies (NY Life)

Enterprise

Firm-wide stats for Eagle Strategies (NY Life)

Total advisors

2,519

Across 963 offices

Clients per advisor

53 Typical

Avg AUM per client

$235,446 Low

HNW client ratio

20% Typical

About

Eagle Strategies serves a broad mix of individual and institutional clients, offering financial planning, investment management and retirement-plan advisory services through a large network of affiliated investment adviser representatives. Its filings and brochure describe work with individual investors, defined contribution and defined benefit plans, charitable and corporate clients, and note the firm’s role providing advisory services tied to insurance and annuity products.

The firm delivers advice and implements solutions through multiple program types — including financial plans, fee-based hourly advice, retirement plan consulting (CP and EIMP), co‑advisory relationships with third‑party managers, and the New York Life Premier Advisory Variable Annuity — and it emphasizes tailoring recommendations to client objectives and Plan Sponsor criteria. Eagle reports that the vast majority of its regulatory assets under management are non‑discretionary (about $30.3 billion of $32.0 billion as of December 31, 2025), and it describes fiduciary responsibilities to Retirement Investors under PTE 2020‑02 when making plan and rollover recommendations.

Noteworthy for an enterprise adviser, Eagle’s asset base is overwhelmingly managed on a non‑discretionary basis and its filings indicate relationships with a wide range of institutional sponsors, which the firm treats differently than typical retail business. The firm also operates within an integrated New York Life affiliate structure — with advisors also licensed as insurance agents and NYLIAC issuing the Advisory VA — and its regulatory disclosures describe prior SEC action regarding mutual fund share‑class conflicts and subsequent changes to disclosures and share‑class handling.

Based on Eagle Strategies (NY Life)

Expertise

Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy General retirement planning Retirement income strategy

Based on Eagle Strategies (NY Life)

Occupation focus

Founder/Business Owner Executive

Based on Eagle Strategies (NY Life)

Location

1411 Milwaukee Drive, P.O. Box 155

New Holstein WI 53061

Advisors at this office

2

Advisors at this office

user avatar

Bradley R

Series 63, Series 66

New Holstein, WI

Action Financial Strategies

Bradley Ruh is a financial advisor with Eagle Strategies (New York Life) based in New Holstein, WI. He holds Series 63 and Series 66 licenses and has 16 years of industry experience. He has worked with Eagle Strategies and affiliated New York Life entities since 2010 and operates under the DBA Action Financial Strategies, LLC, where he is a partner. Outside of his advisory work, Ruh serves as a volunteer board member for St. Mark Ministries, providing general guidance to the local church. Eagle Strategies serves a diverse client base including individuals, defined contribution and defined benefit plans, and corporate and charitable clients. The firm offers a range of advisory services such as financial planning, investment management, and retirement-plan consulting, with an emphasis on tailoring recommendations to client and plan sponsor objectives.

Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy General retirement planning Retirement income strategy Founder/Business Owner Executive
user avatar

Krista H

Series 63, Series 66

New Holstein, WI

Action Financial Strategies

Krista Halbach is a financial advisor with Eagle Strategies (NY Life) in New Holstein, WI, holding Series 63 and Series 66 licenses and bringing 13 years of industry experience. She has been associated with Eagle Strategies since 2015 and operates under the DBA name of Action Financial Strategies, LLC for servicing insurance and financial product clients. Eagle Strategies serves a wide range of individual and institutional clients by offering financial planning, investment management, and retirement-plan advisory services. The firm emphasizes tailored recommendations and primarily manages assets on a non-discretionary basis within an integrated New York Life affiliate structure.

Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy General retirement planning Retirement income strategy Founder/Business Owner Executive
View complete list of advisors at this office
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