Alex Assaley, AIF®, CPFA®

Alex Assaley is the Managing Director of HUB International’s Retirement and Wealth division based in Bethesda, Maryland, where he leads a team dedicated to helping employers design smarter retirement programs and empowering employees with financial confidence. With more than two decades of experience in the retirement industry, Alex brings clarity to the often-overwhelming world of personal finance, using empathy, strategy, and a lifelong commitment to service to guide his approach.

Growing up in a family of financial professionals, Alex was immersed early on in the conversations that shape financial lives. Yet, his path into the industry wasn’t linear. It was through his own experiences navigating life’s financial challenges that he discovered a passion for making complex topics accessible and for helping others build a better future through education and engagement. Today, he works with organizations across the Mid-Atlantic and beyond to build retirement plans that do more than check the box. They drive real outcomes for people and their families.

Alex earned his Bachelor’s degree in Economics from West Virginia University and holds the Series 65 securities license through Global Retirement Partners, LLC. He is an Accredited Investment Fiduciary® (AIF®), a professional designation that underscores his commitment to fiduciary excellence and prudent plan governance.

As a strategist, Alex thrives in environments where collaboration leads to progress. He works closely with retirement committees and HR leaders to define priorities, simplify processes, and align benefits with the unique culture and goals of each organization. Whether it’s improving plan design, educating employees, or managing risk, his approach is always proactive and purpose-driven.

Alex is especially focused on the future of financial wellness and how employer-sponsored plans can evolve to support the full spectrum of employee needs. He believes the 401(k) plan is not just a savings tool but a foundational piece of an employee’s long-term well-being and that thoughtful plan design, communication, and education can transform lives.

Outside of client work, Alex is deeply engaged in advancing the retirement plan profession. He is a former President of the National Association of Plan Advisors (NAPA) and served on its Leadership Council, contributing to national initiatives that promote better retirement outcomes for Americans. He also believes strongly in giving back locally. Alex is an active member of the Bethesda-Chevy Chase Rotary Club and regularly supports service organizations such as A Wider Circle, So Others Might Eat (SOME), and Junior Achievement.

He lives in Vienna, Virginia with his wife, Jamie, and their son, George. When he’s not leading meetings or speaking at industry events, you’ll find him playing guitar or piano with his band, spinning vinyl from his ever-growing album collection, or exploring new restaurants across the DMV and beyond. Alex also enjoys travel, throughout the US and abroad, and some might consider him a foodie.