With a career spanning more than 25 years, Jonna Keller has become a trusted figure in wealth management as the Managing Partner and Owner of First Security Investment Inc. (FSI), a Sarasota, Florida-based financial services firm. FSI focuses on helping families protect and grow their wealth through tailored financial strategies involving insurance, estate planning, and portfolio management. Her approach prioritizes understanding each client’s goals, market conditions, and risk appetite over offering financial products.

Keller’s dedication to her clients runs deep. She always puts their best interests above commission-driven transactions or fees. This commitment has allowed her to cultivate long-lasting relationships based on transparency and trust. Clients rely on her for unbiased advice to secure their financial futures.

Serving primarily high-net-worth individuals, Keller offers an independent viewpoint on wealth management. She emphasizes education and mentorship, guiding clients through complex financial decisions with personalized plans shaped by her extensive investment experience. Her style is clear, direct, and free of hidden agendas.

A significant aspect of Keller’s expertise is family wealth planning. She helps clients design strategies that protect assets and enable smooth wealth transfer across generations. This involves tools such as asset protection trusts, wills, estate distribution plans, and tax-deferred insurance policies. Her plans also consider unexpected life events and long-term care to ensure clients are prepared for various possibilities.

Tax reduction planning is a key component of the services offered at FSI. Keller and her team work proactively to minimize tax burdens during clients’ working years and into retirement. This includes balancing capital gains and losses, advising on the timing of withdrawals from retirement accounts such as 401(k)s and IRAs, and helping clients manage tax brackets through long-term versus short-term capital gains strategies.

Retirement income planning is another critical area in which Keller provides tailored solutions. She assesses each client’s financial picture to develop reliable cash flow distribution plans. These strategies typically combine passive and active income streams, savings plans, and asset management tailored to individual needs.

Estate planning support is crucial for many of Keller’s clients, who often have diversified portfolios, including investments, real estate, and cash. She assists families in valuing their estates accurately and developing strategies to distribute assets efficiently while minimizing tax impacts.

Keller holds professional designations such as Accredited Investment Fiduciary (AIF®) and Chartered Retirement Planning Counselor (CRPC®), in addition to Series 7, 63, and 65 securities registrations. She has served as Chair of the Women’s Leadership Council and received accolades, including the AssetMark National Community Inspiration Award.

Beyond her professional work, Keller is deeply engaged in philanthropy. She volunteers extensively with the Boys and Girls Clubs of Sarasota County and has been recognized for her dedication. She also contributes to fundraising efforts for arts and education nonprofits like the Westcoast Black Theatre Troupe and Sarasota Pops Orchestra.

Outside her career and volunteer efforts, Keller enjoys spending time with loved ones, traveling, maintaining an active lifestyle, and cooking with fresh local ingredients. Her life reflects a commitment to integrity, thoughtful financial planning, and meaningful community involvement.