About

About Me

Jonna Keller is the Managing Partner and Owner of First Security Investment Inc. (F.S.I.), an investment and financial services firm based in Sarasota, FL. F.S.I. specializes in managing and preserving family wealth through various financial vehicles,  such as insurance, estate planning, and portfolio investments. Her vision for her firm and her role as a financial advisor is not to sell products but to provide bespoke financial services and advice based on client financial goals, market and economic conditions, and risk management.

For over 25 years, she has been driven by a shared mission to prioritize client success over transaction-based fees or sales commissions. Her unwavering dedication to this principle ensures that every decision she makes is in the best interest of her clients, fostering a sense of trust and reassurance in their financial journey.

She aims to provide her high-net-worth clientele with an unbiased and independent financial viewpoint while coaching them through the intricacies of wealth-building. She believes financial mentoring is best accomplished with a personalized, user-friendly financial plan created using her extensive investment knowledge and years of financial advising experience – without a hidden agenda.

EXPERTISE

Family Wealth Planning—Jonna is skilled at coaching individuals on the best strategies to build current wealth for future generations. She aims to protect the family’s assets and resources through financial vehicles such as asset protection trusts, will creation, estate distribution planning, and tax-deferred insurance plans. Jonna takes a realistic approach to family wealth planning, which may include provisions for unexpected life events or long-term care.

Tax Reduction Planning – First Security Investment works hard to limit its clients’ tax liability during their professional careers and in retirement, which may include offsetting gains with losses. The company will also oversee the proper timing and distribution of 401Ks and I.R.A.s and help clients manage future tax brackets using long-term vs. short-term capital gains.

Retirement Income Planning – She and her team evaluate each individual’s situation to develop a retirement income and distribution plan to provide future cash flows. She employs strategic investment decisions, including passive and active income sources, retirement savings plans, and asset management.

Estate Planning – Many of Keller’s clients have diverse investments, real estate, and cash holdings. F.S.I. helps families determine the value of their estates and can also recommend ways to distribute these assets without triggering major tax implications.

ACCOMPLISHMENTS

• Accredited Investment Fiduciary, AIF®, Chartered Retirement Planning Counselor, CRPC® with  Series 7, 63, and 65 securities registration.
• Committee Chair for the Women’s Leadership Council 2018
• AssetMark National Community Inspiration Award 2017
• Invest In Others Charitable Foundation National Honoree 2017
• 941 CEO Greater Goods Award 2016
• 941 Women of Influence 2016
• 2016 Finalist in Women in Business Initiative Leadership Circle Ambassador
• Chair of Boys And Girls Clubs of Sarasota & DeSoto Counties
• 2015 Honoree,  A.B.C. 7 News “Seven Who Care” Ceremony
• Beverly Burton New Board Member of the Year, Boys & Girls Clubs Florida 2015
• 2013 Panel Member and Speaker at the U.S. National Committee for U.N. Women
• Vice President and Board Member of T.R.E.K. (Tech Readers Enrich Kids)
• Chair of Women In A Changing World
• City of Sarasota Mayor’s Citation 2002

PHILANTHROPY

Jonna Keller is passionate about keeping her clients on pace with a comprehensive financial plan. She is even more driven to contribute her time, energy, and resources to charitable organizations. One of her favorite nonprofits is the Boys and Girls Clubs of Sarasota County, of which she has been awarded the Beverly Burton New Board/Council Member of the Year Award because of her tireless dedication to this organization.

Her community leadership is exemplary. She devoted endless hours to volunteerism, which garnered her A.B.C.’s “7 Who Care” award. She supports local organizations above and beyond, calling on clients and industry partners to gain even more beneficial support for community causes such as Howard University, All Faiths Food Bank, and Gamma Xi Boule Foundation. This charity encourages excellence in education for underserved youth.

She is skilled at fundraising and has been hands-on in helping raise hundreds of thousands of dollars for worthy charities, especially those that foster an appreciation for art and culture in young people. These include Westcoast Black Theatre Troupe, Gulf Coast Community Choir, Asolo Rep Theatre, Sarasota Pops Orchestra, and Embracing Our Differences. This nonprofit celebrates both individuality and our collective humanity by using the power of art and education.

PERSONAL LIFE

For her, spending quality time with her family and friends gives her the vital support she needs to offset the demands of a job in which she must make crucial decisions while managing her client’s financial futures. She enjoys travel, exercise, and cooking, taking full advantage of coastal seafood and local produce.