Jonna Keller

Jonna Keller is the Managing Partner and Owner of First Security Investment Inc. (FSI), a Sarasota, Florida-based firm specializing in investment and financial services. The company is dedicated to managing and preserving family wealth by offering comprehensive financial tools, such as insurance solutions, estate planning services, and portfolio investment management. She approaches her role as a financial advisor, focusing on delivering personalized financial guidance tailored to each client’s unique financial goals, current economic conditions, and risk tolerance. Her objective is to provide valuable advice rather than simply selling financial products.

For over 25 years, Keller has maintained a client-first philosophy, prioritizing long-term success over commission-driven sales. She has built her practice on the principle that every recommendation and decision must serve the best interest of her clients. This commitment fosters trust and confidence, making her clients feel assured in their financial planning and wealth management journeys.

Keller is passionate about delivering independent, unbiased financial advice to high-net-worth clients. She works closely with them to navigate the complexities of building and protecting wealth over time. She believes the most effective financial mentoring is rooted in developing a clear, personalized, and user-friendly financial plan grounded in her extensive investment knowledge and years of advising experience — without any hidden agenda or conflicts of interest.

Expertise

Family Wealth Planning: Keller advises individuals and families on strategies to protect current assets and build wealth for future generations. Her expertise includes guiding clients through asset protection trusts, drafting wills, coordinating estate distribution plans, and utilizing tax-deferred insurance policies. She takes a realistic and thoughtful approach, incorporating plans for unexpected life events and long-term care needs to help families maintain financial stability.

Tax Reduction Planning—First Security Investment diligently minimizes clients’ tax liabilities throughout their professional careers and into retirement. This can involve balancing capital gains with losses, overseeing the timing and distribution of retirement accounts such as 401(k)s and IRAs, and helping clients understand the benefits of long-term versus short-term capital gains tax treatment. The firm’s objective is to maximize after-tax income and wealth through proactive and strategic tax planning.

Retirement Income Planning: Keller and her team carefully assess each client’s financial situation to develop retirement income and distribution plans that generate consistent future cash flow. They employ a variety of strategic investment decisions, combining active and passive income sources with retirement savings plans and asset management techniques to ensure financial security during retirement years.

Estate Planning: Many of Keller’s clients maintain diversified portfolios, including real estate holdings, investments, and cash assets. FSI assists these clients by determining the accurate valuation of their estates and recommending ways to distribute assets efficiently. Their goal is to avoid triggering significant tax consequences and enable a smooth wealth transfer to heirs.

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

Beyond her professional responsibilities, Jonna Keller dedicates much of her time, energy, and resources to supporting various charitable organizations. One of her preferred nonprofits is the Boys and Girls Clubs of Sarasota County, where she has been recognized with the Beverly Burton New Board/Council Member of the Year Award for her unwavering dedication to the cause.

Keller’s community leadership is notable. She volunteers extensively and was honored with ABC’s “7 Who Care” award for her commitment to service. She actively works to rally support from her clients and professional networks for local organizations such as Howard University, All Faiths Food Bank, and the Gamma Xi Boule Foundation — a charity focused on promoting educational excellence among underserved youth.

She is also adept at fundraising, playing a hands-on role in raising substantial amounts for organizations that encourage young people’s appreciation of art and culture. Among these are the Westcoast Black Theatre Troupe, Gulf Coast Community Choir, Asolo Rep Theatre, Sarasota Pops Orchestra, and Embracing Our Differences. The latter is a nonprofit dedicated to celebrating individuality and shared humanity through the power of art and education.

Personal Life

Jonna Keller values spending meaningful time with family and friends, recognizing the support this brings as she manages the demands of a career that requires making important daily financial decisions. Her interests include traveling, exercising, and cooking. She especially enjoys preparing meals that incorporate fresh seafood and local produce, embracing the coastal flavors of her Florida home.