James Reeves and family smiling together

James "Bubba" Reeves

One of the first questions people ask James is, “Why do you go by 'Bubba'?”. The answer is a simple one: His father started calling him Bubba when he was a child, and he's always identified with its positivity, friendliness, and can-do attitude. To him, James is someone in a starched suit, but Bubba is a friend who will go the extra mile to protect your best interests. Working in personal finance allows him to channel the values of that nickname on a daily basis.

Today, Bubba splits his time equally between Phoenix's West Valley and his childhood hometown, Wauseon, OH. With his wife, Nicole, and son, Sterling, Bubba enjoys camping and boating, and every now and then he'll sneak away for a round of golf with some of his closest friends.

As someone who spends so much time in two different cities, Bubba has made a strong effort to be as involved as possible in both of his communities. In Phoenix, Bubba is an active member of West Valley Mavericks, a men's organization committed to local charities and has raised more than $1 million since 2012, and he's also an active member of the Christ Church of the Valley. Back in Wauseon, Bubba is a member of the local Chamber of Commerce and the Rotary Club.

In his professional life, Bubba was named to the Chairman's Council of New York Life in 2021, an exclusive group of the company's top agents, after previously qualifying for Executive Council (2012-2016, 2018) and President's Council (2017, 2019, 2020). He's also qualified for the Million Dollar Round Table by the Premier Association of Financial Professionals® from 2016-2020, achieving Top of the Table in 2021. He's pleased that Agua Fria Financial Group actively supports both of the communities he loves so much, and that people from both cities entrust us to help them prepare for the future they dream so much about.

If you'd like to learn more, contact him! He's here to help, whether you have $5 or $5 million. At the end of the day, Bubba is interested in serving the people around him.

^Awarded by New York Life Insurance Company for outstanding sales achievements. Council is an annual company recognition program based on agent production from July 1- June 30.

Ashlee Heying and family standing on the beach

Ashlee Heying - Office Manager

As the Agua Fria Financial Office Manager, Ashlee uses her positive attitude and energetic spirit to ensure we run smoothly, especially in our Arizona office. Family is everything to Ashlee, which is why she enjoys working at Agua Fria Financial so much. Every day, Ashlee ensures families have the resources necessary to consistently reach their short- and long-term goals.

A busy mother of three, Ashlee loves visiting the beach with her husband and kids. When she's not on the beach, you'll usually find her hiking along her favorite trails, honing her photography skills, kickboxing at her local gym, or running her kids to the next activity.

Amy Carroll and family smiling together

Amy Carroll - Executive Assistant

As the Agua Fria Financial Executive Assistant, Amy Carroll ensures our clients feel like family from their very first interaction with us. Thanks to Amy's meticulous organization skills, we're constantly on schedule with our clients and their needs!

Outside of the office, Amy and her husband, Brice, love supporting their three kids (Kadence, Kasmyn, and Kowen) in soccer, basketball, football, baseball, and barrel racing. When she's not with her family, Amy enjoys photography and running her skincare business.


James Reeves is an agent licensed to sell insurance through New York Life Insurance Company and may be licensed with various other independent unaffiliated insurance companies in the states of AZ, CO, FL, GA, IA, ID, IL, IN, ME, MI, MN, NC, NE, NJ, OH, OR, SD, TX, and UT. No insurance business may be conducted outside the states referenced.

James Reeves is a Registered Representative of and offers securities products & services through NYLIFE Securities LLC, Member FINRA/SIPC, a licensed insurance agency, and a wholly-owned subsidiary of New York Life Insurance Company, 2355 E Camelback Rd Ste 750, Phoenix, AZ, 85016, 623-777-1774. In this regard, this communication is strictly intended for individuals residing in the states of AZ, CO, GA, IA, IL, IN, ME, MI, MN, NC, NE, OH, OR, SD, TX, and UT. No offers may be made or accepted from any resident outside the specific states referenced.

James Reeves is also a Financial Adviser with Eagle Strategies LLC, a Registered Investment Adviser, and a wholly-owned subsidiary of New York Life Insurance Company, offering advisory services in the states of AZ, CO, GA, IA, ID, IL, IN, ME, MI, MN, NC, NE, NJ, NM, OH, OR, SD, TX, and UT. As such, these services are strictly intended for individuals residing in the states referenced.

AGUA FRIA FINANCIAL GROUP is not owned or operated by NYLIFE Securities LLC or its affiliates.

Neither AGUA FRIA FINANCIAL GROUP nor its associates are in the business of offering tax, legal, or accounting advice. Please consult your own tax, legal, or accounting professional before making any decisions.