Real advice for real life, no matter where you're starting.
We're not your typical financial advisor.
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Unbiased Advice, Zero Sales Pressure
We don't sit behind desks trying to sell you stuff you don't need. You get practical guidance focused entirely on your best interests.
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Real Roadmaps for Real People
We work right alongside you to build an easy-to-follow plan tailored to your goals.
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A Jargon-Free Partner for Everybody
We make high-quality financial guidance approachable and easy to talk through, keeping our doors open and communication crystal clear at every stage.
We're just like you.
Action Point was born out of a simple conviction: retirement planning shouldn't feel intimidating. Financial advice ought to feel less like a lecture and more like a helpful conversation. Our mission is to guide people through every financial milestone with clarity, empathy, and easy-to-follow steps.
Fees matter.
Great advice requires zero hidden incentives. That’s why we operate on a clear fee-based model—keeping our pricing simple, transparent, and built around a firm fee ceiling.
To protect your long-term wealth, our advisory fee is capped at a maximum of 0.95% annually, scaling down lower for larger portfolios or tailored scopes of work. Beyond our own fee, we relentlessly hunt down and eliminate unnecessary fund expenses and third-party costs to keep more of your money working for you.
Your interest first. Always.
Being a fiduciary isn't just a label for us. It’s a legal and ethical pledge to put you first, always.
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Your Goals Come First: Every piece of advice we give is designed solely to serve your vision, not our bottom line.
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Rigorous Care: We manage your financial future with high-level professional prudence, diligence, and skill.
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No Hidden Agenda: We provide full, fair, and conspicuous disclosure so you always have the complete picture.
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Proactive Integrity: We strive to eliminate conflicts of interest, and we rigorously manage any unavoidable ones in your favor.
Meet Aaron Wassenaar, Founder & Senior Financial Advisor
After years in the investment management industry, Aaron grew tired of watching traditional firms prioritize high minimums and push unnecessary products. In 2014, he founded Action Point to make high-quality, dependable retirement advice accessible, relatable, and clear for everybody—no matter where they are starting.
Aaron holds a B.S. in Business Management and a Certified Behavioral Finance Analyst designation, allowing him to strip away complex financial jargon and replace it with practical, step-by-step guidance. Featured in Business Insider, U.S. News & World Report, and the Grand Rapids Business Journal, he serves clients throughout Michigan and across the country.
What We Do
Easy to understand financial advice for real life.
Our financial advice goes way beyond your investment portfolio. Your financial life isn't just a collection of accounts or quarterly statements—it is the underlying framework for every major decision, personal goal, and daily choice you make.
True planning is about making room for everything happening in your world right now, while steadily building the freedom to live life on your own terms.
Ongoing financial advice
We're always here for you as questions come up or situations change.
Investment Managment
We work with you to understand your goals and build our investment strategy to align with them.
Life Planning
Financial planning is more than just numbers. We're here to help you live the life that you want.
Retirement Planning
We determine the best strategies to achieve your retirement goals and test if your current plan is on track.
Tax Efficient Investing
Balancing traditional, Roth, and taxable accounts to help you keep more of your money.
Debt Management
Whether it be student loan debt, credit card, or housing costs. We help design a plan to move forward.
Action Point Insights
Straightforward advice to help you build a confident retirement.
Workplace Retirement Services
Helping employers fulfill their fiduciary duty while empowering employees to plan with confidence.
3(21) or 3(38) Fiduciary
We act as accredited 3(21) or 3(38) fiduciaries to lift the administrative and management burden off your shoulders.
Employee Advice
Retirement isn't your employees' only financial focus. We look beyond retirement to deliver complete financial wellness support for every stage of life.
Your team works hard to build your business. At Action Point Retirement, we believe a 401(k) shouldn't just be a passive account balance - its should be a powerful wealth building tool that helps your employees reduce their taxes today and build financial freedom for tomorrow.
How we support your business:
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Fiduciary Protection: We handle the complex compliance rules, administrative duties, and investment monitoring to reduce your corporate liability and protect your business.
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Turnkey Plan Management: We take care of the technical details and plan design so you can focus on what you do best—growing your business.
How we support your people:
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The Growth Engine: We teach your employees how to optimize their contributions, select the right investment mix, and leverage tax-smart options like Roth 401(k)s.
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Practical Financial Guidance: We bridge the gap between "having a 401(k)" and actually knowing how to use it to build long-term security.
You focus on building a successful business; we’ll ensure your employees have the tools to build a successful financial future.
Ongoing investment management
We build and monitor cost-effective investment menus for your organization while equipping participants with the tools the need to retire.
Administration Help
We handle your plan's fiduciary duties so you can stay focused on your business.
A partner for life 🤝
You want to live a happy & fulfilling life, but sometimes money gets in the way.
Action Point was designed to make your financial life easier.
Let us take the guesswork out of your finances so you can focus on living your best life. Schedule an intro meeting with us today!