Jonna Keller

Jonna Keller is the Managing Partner and Owner of First Security Investment Inc. (FSI), an investment and financial services firm based in Sarasota, Florida. FSI manages and preserves family wealth by offering a range of economic tools, including insurance products, estate planning, and portfolio management. Her approach focuses on delivering tailored financial services and advice that align with her clients’ financial goals while considering market trends and risk management. She prioritizes providing meaningful guidance rather than selling financial products.

With over 25 years of experience, Keller has built her practice on placing client success above commissions or transaction-based fees. This dedication ensures that every recommendation she makes serves her client's best interests, helping them feel confident and supported throughout their financial planning journey.

Keller is committed to providing her high-net-worth clients with an unbiased, independent perspective on financial matters. She works closely with them to navigate the challenges of wealth creation and protection. According to her, the most effective financial mentorship comes from designing personalized, straightforward financial plans based on her extensive knowledge and years of practical experience, always free from any hidden incentives.

Expertise

Family Wealth Planning: Keller advises families on growing and protecting their wealth across generations. Her work includes helping clients establish asset protection trusts, drafting wills, planning estate distributions, and setting up tax-deferred insurance policies. She takes a practical, realistic view of family wealth management, incorporating planning for unexpected life events and long-term care when needed.

Tax Reduction Planning: First Security Investment works closely with clients to reduce their tax exposure during their earning years and into retirement. Strategies include balancing capital gains with losses, managing distributions from retirement accounts such as 401(k)s and IRAs, and helping clients understand the impact of long-term versus short-term capital gains taxes. These efforts aim to minimize tax liabilities through informed, proactive planning.

Retirement Income Planning—Keller and her team evaluate each client’s financial landscape to create retirement income plans that ensure steady cash flow in the future. These plans consider a variety of income sources, including active and passive streams, retirement savings, and overall asset management. They aim to build a sustainable income model tailored to individual retirement needs.

Estate Planning: Many of Keller’s clients have complex portfolios with investments, real estate holdings, and cash assets. FSI assists in accurately valuing these estates and recommends strategies to distribute assets efficiently and avoid significant tax penalties. This service helps families plan effective transfers of wealth to the next generation.

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 of 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 dedicates considerable effort and resources to charitable causes in her community. She is deeply involved with the Boys and Girls Clubs of Sarasota County, an organization she has supported extensively, earning recognition as the Beverly Burton New Board/Council Member of the Year for her commitment.

Her passion for volunteer work is evident through the countless hours she contributes, which led to her receiving ABC’s “7 Who Care” award. Keller actively encourages her clients and business partners to support local organizations such as Howard University, All Faiths Food Bank, and the Gamma Xi Boule Foundation, which promotes educational opportunities for underserved youth.

In addition to volunteering, Keller plays a key role in fundraising, helping secure substantial donations for nonprofits that nurture young people’s appreciation of the arts and culture. She supports groups such as the Westcoast Black Theatre Troupe, Gulf Coast Community Choir, Asolo Rep Theatre, Sarasota Pops Orchestra, and Embracing Our Differences, a nonprofit dedicated to celebrating individuality and shared human values through art and education.

Personal Life

Balancing a demanding career in financial advising with her personal life, Keller finds strength in spending time with family and friends. These moments offer her support and help her maintain balance amid the responsibilities of managing her clients’ financial futures. Outside of work, she enjoys traveling, staying active through exercise, and cooking. She especially values preparing meals that highlight fresh local seafood and produce from the coastal region where she lives.