Leading First Security Investment Inc. (FSI) as Managing Partner and Owner, Jonna Keller has spent over 25 years helping clients manage and grow their wealth. Based in Sarasota, Florida, FSI provides families comprehensive financial services, including insurance, estate planning, and investment portfolio management. Her philosophy centers on offering clients personalized advice grounded in their unique goals, current market conditions, and risk tolerance rather than simply promoting financial products. Throughout her career, Keller has strongly prioritized her client’s interests above transaction-based fees or commissions. This client-first approach has helped her build long-term relationships founded on trust and transparency. She believes sound financial advice should be free of conflicts and driven solely by the client’s best outcomes. Keller specializes in working with high-net-worth individuals, offering them unbiased financial insights and mentorship throughout their wealth-building journeys. She crafts individualized financial plans based on her deep investment knowledge and extensive experience as a financial advisor. Her approach is straightforward and transparent, creating practical, actionable strategies tailored to each client’s situation. Keller provides guidance in family wealth planning. She helps clients protect and grow assets through tools such as asset protection trusts, wills, estate distribution strategies, and tax-advantaged insurance products. She takes a realistic approach, including preparing for unexpected life events and long-term care needs. Tax reduction planning is another critical focus at FSI. Keller and her team work to minimize clients’ tax liabilities during their working years and into retirement by managing capital gains and losses, timing withdrawals from retirement accounts like 401(k)s and IRAs, and advising on the impact of long-term versus short-term capital gains on tax brackets. In retirement income planning, Keller evaluates each client’s financial position to develop income distribution plans to provide steady cash flow. These plans often involve a combination of active and passive income sources, retirement savings, and asset management strategies to ensure financial security throughout retirement. FSI also assists clients with estate planning, especially those with complex portfolios that include investments, real estate, and cash holdings. Keller helps families assess their estate’s value and create distribution plans to reduce tax burdens while preserving wealth for future generations. Keller holds professional credentials such as Accredited Investment Fiduciary (AIF®), Chartered Retirement Planning Counselor (CRPC®), and Series 7, 63, and 65 securities registrations. She has served as Chair of the Women’s Leadership Council and received honors, including the AssetMark National Community Inspiration Award. Beyond her professional duties, Keller dedicates significant time to philanthropy. She is actively involved with the Boys and Girls Clubs of Sarasota County and has been recognized for her service. She also supports fundraising efforts for local arts and educational organizations such as the Westcoast Black Theatre Troupe and Sarasota Pops Orchestra. In her personal life, Keller finds balance through quality time with family and friends. She enjoys traveling, staying active, and cooking with fresh local seafood and produce. Her career and community involvement reflect a deep commitment to integrity, thoughtful financial planning, and meaningful service.