Jonna Keller

Jonna Keller brings over 25 years of experience as Managing Partner and Owner of First Security Investment Inc. (FSI), a Sarasota, Florida-based firm focused on providing comprehensive financial services. FSI specializes in helping families manage and preserve their wealth through personalized strategies involving insurance, estate planning, and investment portfolios. Her approach emphasizes understanding each client’s financial goals, market conditions, and risk tolerance to deliver tailored advice rather than simply selling financial products.

Throughout her career, Keller has prioritized putting her client’s interests above transaction fees or commissions. This client-centered philosophy has helped her build lasting relationships founded on trust and transparency. She believes that financial advice should be honest and free of conflicts, always aimed at supporting clients’ long-term success.

Keller works primarily with high-net-worth individuals, offering independent and unbiased financial guidance. She focuses on educating and mentoring clients, helping them navigate the complexities of wealth-building through clear, customized financial plans. Her extensive investment knowledge and advisory experience enable her to provide practical, straightforward recommendations without hidden agendas.

A core area of Keller’s expertise is family wealth planning. She assists clients in protecting and growing their assets through tools like asset protection trusts, wills, estate distribution planning, and tax-deferred insurance products. Her realistic approach includes preparing for unforeseen life events and long-term care considerations and ensuring comprehensive and flexible plans.

Tax reduction planning is another critical aspect of FSI's services. Keller and her team aim to minimize clients’ tax liabilities during their careers and retirement by managing capital gains and losses, timing distributions from 401(k)s and IRAs, and advising on strategies to optimize tax brackets through long-term versus short-term capital gains.

In retirement income planning, Keller assesses each client’s situation to develop income distribution strategies to generate reliable cash flow. These plans often combine passive and active income sources, retirement savings vehicles, and asset management techniques tailored to meet clients’ future needs.

Estate planning support is significant for clients with diverse portfolios of investments, real estate, and cash holdings. Keller helps families determine the value of their estates and develop distribution plans that aim to minimize tax consequences while preserving wealth for future generations.

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

Beyond her professional achievements, Keller is deeply involved in philanthropy. She dedicates time and effort to organizations like the Boys and Girls Clubs of Sarasota County, where her leadership has been recognized. She also actively supports fundraising for local arts and education nonprofits, including the Westcoast Black Theatre Troupe and Sarasota Pops Orchestra.

Outside of her career, Keller enjoys spending quality time with family and friends, traveling, staying active, and cooking with fresh, local ingredients. Her professional dedication and community involvement reflect a commitment to integrity, thoughtful financial planning, and meaningful service.