Jonna Keller

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Jonna Keller

For over two decades, Jonna Keller has been at the forefront of wealth management as the Managing Partner and Owner of First Security Investment Inc. (FSI), a Sarasota, Florida-based firm dedicated to helping families protect and grow their assets. FSI specializes in customized financial services, including insurance, estate planning, and investment portfolio management. Her philosophy centers on offering tailored financial advice that aligns with each client’s unique objectives, current economic factors, and risk appetite rather than focusing on product sales. Keller has built her career on an unwavering commitment to her client’s best interests. She consistently prioritizes transparency and integrity over transaction fees or commissions, which has allowed her to cultivate long-standing relationships built on trust. Her clients appreciate her objective, straightforward guidance to achieve sustainable financial success. Serving primarily high-net-worth individuals, Keller provides independent and honest financial counsel. She emphasizes education and mentorship, guiding clients through the complexities of wealth management with personalized strategies based on her extensive investment expertise. Her approach is straightforward, pragmatic, and free of any hidden agendas. A primary focus of Keller’s work is family wealth planning. She collaborates with clients to develop strategies safeguarding assets and facilitating smooth wealth transfer across generations. This includes using asset protection trusts, wills, estate distribution plans, and tax-advantaged insurance policies. Her planning process accounts for unforeseen life events and long-term care needs, ensuring clients are prepared for various circumstances. Tax reduction planning is another key aspect of the comprehensive services offered at FSI. Keller and her team work diligently to minimize clients’ tax burdens during their careers and into retirement by managing capital gains and losses, advising on optimal timing for withdrawals from retirement accounts such as 401(k)s and IRAs, and helping clients navigate tax brackets through long-term versus short-term capital gains. In retirement income planning, Keller evaluates each client’s financial profile to create income distribution strategies to provide consistent cash flow. These plans typically combine active and passive income streams, retirement savings vehicles, and asset management tailored to meet personal goals. Estate planning support is vital for many of Keller’s clients, who often hold diverse portfolios, including investments, real estate, and cash. She helps families accurately value their estates and develop strategies to transfer assets efficiently while minimizing tax implications. 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 taken leadership roles, including Chair of the Women’s Leadership Council, and has been recognized with the AssetMark National Community Inspiration Award. Outside her professional life, Keller is deeply involved in philanthropy. She dedicates time and effort to the Boys and Girls Clubs of Sarasota County, where her commitment has been honored. She also supports fundraising for arts and educational nonprofits, including the Westcoast Black Theatre Troupe and Sarasota Pops Orchestra. When not working or volunteering, Keller enjoys spending quality time with family and friends, traveling, staying active, and cooking meals featuring fresh local ingredients. Her life exemplifies a dedication to integrity, thoughtful financial planning, and meaningful community service.

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