60With a career spanning over 25 years, Jonna Keller leads First Security Investment Inc. (FSI) as its Managing Partner and Owner. Based in Sarasota, Florida, FSI is a financial services and investment firm dedicated to helping families manage and preserve their wealth through various financial solutions, including insurance, estate planning, and investment portfolios. Her approach to financial advising centers on offering personalized guidance that aligns with her client’s goals, current economic conditions, and risk factors rather than simply selling financial products.
Throughout her professional journey, Keller has steadfastly committed to putting her client’s interests ahead of sales commissions or transaction fees. This principle underpins her advisory style and builds strong, trust-based relationships with those she serves. Focusing on her clients’ long-term success ensures her guidance is transparent and free from conflicts of interest.
Keller works closely with high-net-worth individuals, providing them with an independent and objective perspective on wealth management. She emphasizes financial mentoring through clear, customized plans that reflect her deep investment knowledge and extensive experience in financial advisory. Her client relationships are marked by openness and a focus on practical solutions tailored to each person’s unique situation.
One of Keller’s key areas of expertise is family wealth planning. She guides clients in developing strategies to build and protect their wealth over time, using tools like asset protection trusts, wills, estate distribution planning, and tax-deferred insurance products. Her realistic approach accounts for potential changes, including unexpected events and long-term care considerations.
Tax reduction planning also plays a significant role in the services offered by First Security Investment. Keller and her team strive to minimize clients’ tax burdens throughout their careers and retirement. This includes strategic management of gains and losses, careful timing of withdrawals from retirement accounts such as 401(k)s and IRAs, and advice on capital gains taxes to optimize future tax brackets.
Retirement income planning is another focus area where Keller tailors solutions based on individual needs. She develops income distribution plans designed to ensure reliable cash flow during retirement by leveraging a mix of active and passive income sources, savings plans, and asset management strategies.
FSI's estate planning services help clients with complex portfolios, including investments, real estate, and cash holdings. Keller assists families in valuing their estates and creating plans to transfer assets efficiently, aiming to minimize tax consequences and preserve wealth across generations.
Over the years, Keller has earned numerous professional credentials, including Accredited Investment Fiduciary (AIF®), Chartered Retirement Planning Counselor (CRPC®), and Series 7, 63, and 65 securities licenses. She has also held leadership roles, such as chairing the Women’s Leadership Council in 2018, and has received awards like the AssetMark National Community Inspiration Award.
Keller’s commitment extends beyond her clients to community involvement and philanthropy. She is actively engaged with organizations such as the Boys and Girls Clubs of Sarasota County, where she received recognition for her dedication. She regularly participates in fundraising efforts for local nonprofits supporting education, arts, and culture, including groups like Westcoast Black Theatre Troupe and Sarasota Pops Orchestra.
Balancing her demanding career, Keller values time with family and friends, enjoying travel, fitness, and cooking with fresh, local ingredients. Her professional and personal life together reflect dedication to service, thoughtful planning, and community impact.