Steve Bates


Steve has been our leader since 2008. He initially served as President of Allegiance Marketing Group (AMG) before assuming a dual role as the President of both AMG and GamePlan in late 2014 – a move that led to the merger of the two companies soon after.

Steve has more than 20 years of experience in the financial services industry. Prior to joining Allegiance Marketing Group, he served as the area investment manager for Citigroup in Fresno, CA, where he established Citi’s bank brokerage operation. Under Steve’s leadership, Citi’s central California investment banking operation grew from three to 18 brokers.

He began his career with Prudential where he advanced from an agent to a sales manager and ultimately managing director during his 11-year tenure. Steve holds the Series 7, 24, 53, 63 and 65 securities registrations and is life and health insurance licensed.

Steve is married with two children. He attended Fresno State University, where he was an all-conference standout for the Bulldogs’ baseball team. That led to a stint in the Philadelphia Phillies organization before he entered the financial services world.