About Jonna Keller
Jonna Keller is the Managing Partner and Owner of First Security Investment Inc. (FSI), a financial services and investment firm in Sarasota, Florida. FSI focuses on managing and preserving family wealth by utilizing a variety of financial instruments such as insurance, estate planning, and portfolio investments. Her approach to her firm and her role as a financial advisor centers on offering customized financial services and guidance tailored to each client’s financial objectives while considering current market conditions and risk factors. Her goal is not to sell products but to provide solutions aligned with client’s long-term needs.
For more than 25 years, Keller has pursued a mission that prioritizes client success over transaction-based fees or sales commissions. This commitment ensures that her advice and decisions consistently serve her clients’ best interests. Through this steady dedication, she has built trust and confidence with her clients, supporting them through every phase of their financial journeys.
Keller is focused on delivering independent and objective financial perspectives to her high-net-worth clients. She guides them through the complexities of wealth accumulation and protection. She believes that effective financial mentoring involves creating a clear, personalized, and easy-to-understand financial plan based on her deep investment expertise and many years of advising experience, always without hidden motives.
Expertise
Family Wealth Planning: Keller offers guidance on strategies designed to help individuals grow wealth for the benefit of future generations. She emphasizes protecting family assets through tools like asset protection trusts, wills, estate distribution plans, and tax-deferred insurance arrangements. Her practical approach often includes contingencies for unforeseen life events or long-term care needs.
Tax Reduction Planning—At First Security Investment, the team works to minimize clients’ tax burdens during their working years and retirement. This may involve offsetting gains with losses, managing the timing and withdrawal of 401(k) and IRA accounts, and advising on tax implications between long-term and short-term capital gains. The firm aims to optimize tax strategies tailored to individual client circumstances.
Retirement Income Planning: Keller and her team carefully assess each client’s unique financial situation to develop retirement income plans that provide reliable future cash flow. They consider various sources of income, including passive and active streams, retirement savings, and asset management techniques. The plans are designed to align with each person’s lifestyle and financial goals during retirement.
Estate Planning: Many Keller clients maintain diverse investment portfolios, including real estate and cash holdings. First Security Investment helps these families evaluate the overall value of their estates and recommends strategies for asset distribution that avoid triggering significant tax consequences. This service supports smooth wealth transition to beneficiaries.
Accomplishments
- Accredited Investment Fiduciary, AIF®, Chartered Retirement Planning Counselor, CRPC® with Series 7,
- 63, and 65 securities registration
- Committee Chair for the Women’s Leadership Council 2018
- AssetMark National Community Inspiration Award 2017
- Invest In Others Charitable Foundation National Honoree 2017
- 941 CEO Greater Goods Award 2016
- 941 Women of Influence 2016
- 2016 Finalist in Women in Business Initiative Leadership Circle Ambassador
- Chair of Boys And Girls Clubs of Sarasota & DeSoto Counties
- 2015 Honoree, ABC 7 News “Seven Who Care” Ceremony
- Beverly Burton New Board Member of the Year, Boys & Girls Clubs Florida 2015
- 2013 Panel Member and Speaker at the U.S. National Committee for U.N. Women
- Vice President and Board Member of T.R.E.K. (Tech Readers Enrich Kids)
- Chair of Women In A Changing World
- City of Sarasota Mayor’s Citation 2002
Philanthropy
Jonna Keller’s commitment extends beyond financial advising to include active involvement in charitable work. She dedicates significant time and effort to a variety of nonprofits. One organization she values highly is the Boys and Girls Clubs of Sarasota County, where her hard work earned her the Beverly Burton New Board/Council Member of the Year Award. Her dedication to this cause reflects her belief in supporting youth development and community welfare.
Her leadership in community service is notable, as she volunteers extensively. This devotion was recognized through ABC’s “7 Who Care” award. Keller also works to rally support from clients and professional associates to benefit local organizations, including Howard University, All Faiths Food Bank, and the Gamma Xi Boule Foundation. The latter focuses on promoting educational excellence for underserved youth.
Keller is particularly active and effective in fundraising. She assists in raising substantial funds for organizations that promote arts and culture, especially those engaging young people. These groups include Westcoast Black Theatre Troupe, Gulf Coast Community Choir, Asolo Rep Theatre, Sarasota Pops Orchestra, and Embracing Our Differences. The latter celebrates individuality and shared humanity through art and education.
Personal Life
Jonna Keller values the support she receives from family and friends, which helps her balance the responsibilities of her profession. Making critical financial decisions daily requires focus and calm, which she maintains by spending quality time with loved ones. Outside of work, she enjoys traveling, exercising, and cooking. She particularly appreciates using fresh coastal seafood and locally grown produce in her meals, embracing the flavors of her Florida surroundings.
