Jonna Keller

personalized financial services and advice based on client goals, market conditions, and risk management rather than simply selling products.

With over 25 years in the financial industry, she has consistently prioritized client success over transactional fees or sales commissions. Her commitment to this principle has built a strong foundation of trust and reassurance for her clients, ensuring that every decision she makes is in their best interest.

Her approach is to provide her high-net-worth clients with unbiased and independent financial viewpoints, guiding them through the intricacies of wealth-building. She believes effective financial mentoring comes from personalized, user-friendly financial plans crafted from her extensive investment knowledge and years of financial advising experience, free from hidden agendas.

She is adept at coaching individuals on strategies to build current wealth for future generations. She protects family assets through financial instruments like asset protection trusts, wills, estate distribution planning, and tax-deferred insurance plans. Her approach to family wealth planning is pragmatic, considering potential unexpected life events or long-term care needs.

First Security Investment limits clients' tax liabilities during their professional careers and retirement. This includes strategies like offsetting gains with losses and managing the timing and distribution of 401Ks and IRAs to navigate future tax brackets effectively. She and her team assess each client's unique situation to develop a retirement income and distribution plan that ensures future cash flows. This is achieved through strategic investment decisions, incorporating passive and active income sources, retirement savings plans, and comprehensive asset management. Many of her clients have diverse investment portfolios, real estate, and cash holdings. FSI assists these families in determining the value of their estates and advises on distributing these assets to minimize tax implications.

She holds several prestigious certifications, including Accredited Investment Fiduciary (AIF®), Chartered Retirement Planning Counselor (CRPC®), and Series 7, 63, and 65 securities registrations. Her leadership includes roles like Committee Chair for the Women's Leadership Council in 2018 and Chair of the Boys and Girls Clubs of Sarasota & DeSoto Counties. She received numerous accolades, including the AssetMark National Community Inspiration Award in 2017 and the 941 CEO Greater Goods Award in 2016. She is also passionate about philanthropy, dedicating her time, energy, and resources to charitable organizations. One of her favorite nonprofits is the Boys and Girls Clubs of Sarasota County, where her dedication earned her the Beverly Burton New Board/Council Member of the Year Award. Her community leadership and volunteerism have also garnered her the ABC's "7 Who Care" award.

Her commitment to supporting local organizations extends to fundraising, where she actively engages clients and industry partners to garner more support for community causes such as Howard University, All Faiths Food Bank, and Gamma Xi Boule Foundation. She excels in fundraising, helping to raise significant amounts for charities that promote art and culture in young people. These include the Westcoast Black Theatre Troupe, Gulf Coast Community Choir, Asolo Rep Theatre, Sarasota Pops Orchestra, and Embracing Our Differences, a nonprofit that celebrates individuality and collective humanity through art and education.

She finds balance and support in her personal life by spending quality time with her family and friends. She enjoys traveling, staying active, and cooking, especially utilizing coastal seafood and local produce. Jonna Keller continues to lead First Security Investment Inc., focusing on ethical practices and client-centered service. She ensures that her client's financial and personal needs are met professionally and carefully.