Jeff Fishman
Founder & Managing Member / Investment Advisor Representative

Jeff Fishman is the founder and managing member of JSF Financial, LLC, a concierge wealth management practice catering to the diverse needs of its discerning clientele. Founded by Jeff in 1996, the 20-person firm is built on a passion for serving the human element in financial decisions and providing compassionate, innovative, and tailored advice.

Jeff has lectured widely on personal financial planning, estate conservation, and tax-managed investing. He is often featured or quoted in publications such as Barron’s, The Wall Street Journal, Financial Planning Magazine and Investment News. He also appeared on the cover of Financial Planning Magazine’s April 2012 issue.

Jeff has a B.A. in Economics and Communications from Yeshiva University, and a J.D. from the Benjamin Cardozo School of Law. He holds a Personal Financial Planning designation from UCLA and is an Investment Advisor Representative. Jeff, his wife Shari, and their three children live in Los Angeles, where he is an avid fan of both the hometown Dodgers and Kings.


Mordechai Fishman
Managing Director / Investment Advisor Representative

Mordechai works as a Financial Planner and Investment Advisor Representative in addition to serving as one of the firm’s Managing Directors.  He works alongside his clients to help them reach financial goals – both long and short term – always bearing in mind how their overall financial picture is being affected by current events in the markets. While he maintains a diverse client base, his specializes in working with those in the entertainment industry.

Mordechai holds a Bachelor’s Degree from Yeshiva University in New York City.  Most recently, he received his certificate in Personal Financial Planning from UCLA.  Mordechai began his career in the financial industry at Salomon Smith Barney before joining JSF in 2004.

Mordechai hails from Los Angeles, where he enjoys spending time with his wife and four children.


Olivier Cornet
Managing Director / Investment Advisor Representative

Olivier is a Financial Planner and Investment Advisor Representative at JSF. He also serves the firm as a Managing Director. His comprehensive approach to planning and investing allows him to hone in on each of his client’s individual needs and goals while also maintaining a keen awareness of how current events are shaping the markets – and more importantly their impact on his clients’ financial objectives.

Olivier holds a Bachelor’s Degree in Economics from University of California, Los Angeles. In addition to being an Investment Advisor Representative, he is a CPWA (Certified Private Wealth Advisor) and holds multiple securities licenses. Prior to joining the team in 2010, he worked at several other financial firms including Roxbury Capital Management, Northern Trust and Kayne Anderson Rudnick.

Originally from Le Luc in Southern France, Olivier has called Los Angeles home for more than two decades. He is married with three children, and as an active family, they enjoy traveling and everything from swimming and running to golf and tennis.


Zev Fried
Managing Director / Investment Advisor Representative

As a Senior Financial Planner and Investment Advisor Representative at JSF, Zev works directly with our clients to help them meet their financial goals. He also serves as our real estate expert in the office, having spent the first part of his career in Real Estate Finance before he joined JSF in 2008.

A New York native, Zev attended Bernard Baruch College in New York City; He completed New York Real Estate Licensing coursework at New York University Real Estate School as well as graduate work at California Graduate Institute in Westwood, California. He holds several securities licenses, received his certificate in Personal Financial Planning from UCLA, and holds a CRPC® (Chartered Retirement Planning Counselor) from The College for Financial Planning

When he isn’t at the office, Zev is spending quality time with his family and also enjoys an active lifestyle that includes running, hiking and boot camp. He is also very active in his children’s school.



Brian Mercado, CFP®
Financial Planner / Investment Advisor Representative

Brian joined JSF in 2013, beginning his tenure in Operations and then shifted into Portfolio Management. Mr. Mercado now assists a diverse range of clients with their financial planning needs.

As an experienced financial planner, Brian seeks to assist his clients grow and encourages them by finding solutions to some of life’s biggest challenges. He strives to help clients live today and plan responsibly for tomorrow by embracing advancements in technology and innovation that have made investment coaching interactive and more efficient.

Raised east of Pasadena in Temple City, California, Brian completed his undergraduate at California State University, Fullerton. He holds a Bachelor of Arts in Business Administration with concentrations in both Finance and Risk Management and Insurance. Most recently, he received his certificate in Personal Financial Planning from UCLA and obtained his Certified Financial Planner™ certification in 2016. Prior to joining the team in 2013, he worked at Zecco Trading, who was acquired by TradeKing where he first learned the skills needed to coach clients so they can become successful long-term investors.

Outside of the office, Brian enjoys staying active by hiking, working out, or riding his bike to Santa Monica.



Certified Financial Planner Board of Standards Inc. owns the certification marks CFP®, CERTIFIED FINANCIAL PLANNER™, CFP® (with plaque design) and CFP® (with flame design) in the U.S., which it awards to individuals who successfully complete CFP Board’s initial and ongoing certification requirements.


Yigal Newman
Chief Investment Officer / Investment Advisor Representative

As our Chief Investment Officer, Yigal is responsible for keeping our team and our clients informed about the latest industry news and leads the firm in shaping our investment strategies.

Before joining JSF in 2011 as an investment advisor, Yigal worked as a portfolio manager at Analytic Investors, LLC, an institutional money manager and a hedge fund in downtown Los Angeles.  Prior to that, Yigal was a researcher at Dimensional Fund Advisors in Santa Monica.  Yigal received a Ph.D. in Business Management (Finance) from Stanford Business School at Stanford University in 2004.  He also holds a B.Sc. (Summa Cum Laude) in Industrial Engineering and Management from the Technion – Israel Institute of Technology. Before his academic studies, Yigal served in the Israeli Defense Forces, where he held the rank of First Lieutenant. He currently teaches finance classes at several universities in Israel.

Yigal splits his time between Los Angeles and Israel, where his wife and four children live. Outside his focus on events in the financial world, he is also particularly interested in the history of the Second World War. He was born in London, but grew up in Jerusalem, Israel.


Boris Gertsen, CFA®
Director of Portfolio Management / Investment Advisor Representative

Boris – or Boris 1, as he is affectionately known at the office – joined JSF immediately following college and has been here ever since. He currently heads our trading department, where he works closely with the portfolio management team on allocating clients’ accounts and overseeing the investment strategies of the firm.

Boris is a CFA® charterholder and holds a Bachelor’s degree in Finance from California State University, Northridge.

When he isn’t busy trading client accounts, Boris likes sports – he is an avid CrossFit fan and a healthy lifestyle nut. He also enjoys reading history books and biographies. However his main focus and favorite hobby is spending time with his beautiful family – wife, daughter and son.


Boris Geyzer
Portfolio Manager / Investment Advisor Representative

Boris – or Boris 2 as he is affectionately known at the office – joined JSF Financial immediately following college and has been a part of the portfolio management team ever since. He works closely with the team on managing client portfolios as well as researching and analyzing the markets and securities.  He also oversees all client presentations and proposals.

Boris received his Bachelor’s Degree in finance from California State University, Northridge.  He is a Level III candidate in the CFA program.

When he isn’t making trades or analyzing the market, Boris enjoys spending time with his wife and baby daughter, as well as traveling and reading. He is also a huge sports fan – and in addition to watching, he also plays hockey regularly.


Sean Santoyo
Portfolio Analyst

As a Portfolio Analyst, Sean supports the portfolio management team in everything from creating portfolio allocations, monitoring and analyzing various investments and preparing client presentations. He works with the portfolio management team to closely follow the markets and helps to craft our strategies for our clients.

One of the newest additions to our team, Sean joined JSF in 2013. He has a B.A. in Economics from California State University, Northridge and is a Los Angeles native – born and raised in Burbank.

Outside the office, Sean stays active playing a variety of sports, including hockey, tennis and golf – in addition to spending days at the beach enjoying our year-round sunny weather.


Jean Calache, CFP®
Research Associate, Certified Financial Planner

Jean helps our portfolio management team and financial planning department with portfolio allocations, new client proposals and research on new products. His comprehensive approach to planning and investing allows him to have a holistic view in the investment process and smoothly integrate it to our clients’ objectives, needs and constraints.

Recently relocated from Paris, France, Jean came to Los Angeles to pursue post graduate studies at UCLA and prepare for the CFP examination. Jean holds a Masters in Business Management (Finance) from a top tier French Business School and a Bachelor in Economics and Finance. Before moving to the U.S., he worked at Lyxor Asset Management in the fast-paced La Defense business district in Paris.

Outside of the office, Jean is very involved in giving back to the community. He is an active member with several organizations, including Habitat for Humanity, which supports households in disadvantaged areas of Los Angeles. He also volunteers at the CFP Board Financial Planning Days, where he assists CFP® professionals during educational workshops.

Jean also enjoys opera plays and classical music concerts. However, his favorite hobby is spending quality time with his growing family.


Shari Fishman
Chief Compliance Officer

As our Chief Compliance Officer, Shari is responsible for developing and maintaining our compliance program and ensuring that we keep ahead of the many rules and regulations required of investment advisors. She joined JSF in 2010, when we had grown large enough to require an individual focused solely on compliance.

Shari grew up on the east coast on Long Island in New York. She received her BA from Queens College, and her JD from Cardozo School of Law. She also completed her Masters of Business Taxation at the University of Southern California. Before joining us at JSF, Shari worked as a Tax Manager at Wealth and Tax Advisory Services. Inc. and Arthur Andersen LLP.

When she isn’t at the office making sure we have dotted our i’s and crossed our t’s, Shari loves cooking and hosting friends and family, traveling to both new and favorite places and spending time with her family, which includes her three kids and her husband (who just happens to be our fearless leader, Jeff!)


Marissa Brasko
Director of Administration / Executive Assistant to Jeff Fishman

As Jeff’s executive assistant, no day at the office is the same for Marissa. In addition to making sure Jeff is on time and where he needs to be at any given moment, she’s responsible for coordinating activities including overall scheduling, travel and meeting arrangements for individuals and groups. She also organizes and executes both internal and external communication including events and client seminars.

A California native, Marissa grew up in the small town of Tulare and made her way to Los Angeles in 1999 to attend California State University, Northridge on a full academic scholarship. After graduating with a bachelor’s degree in Journalism, she spent the first part of her career in the public relations world before making her way to JSF in 2010.

When she isn’t planning our seminars or making sure you’re scheduled for an appointment, Marissa enjoys traveling, testing new recipes, cheering on the Lakers, spending time with her husband and doing whatever it takes to uphold her title as resident shopping expert in the office.


Sam Sekine
Chief Operating Officer

Sam joined JSF in 2016 as Director of Strategic Operations, where he works to implement new technology and improve the internal systems of the business.  His says his favorite part of the job is watching JSF adapt to the outside world.

Sam attended college at nearby UCLA, where he graduated with a BA in Economics with a specialization in Computing. Sam also received his CFA Charter in 2013. Before joining JSF in 2016, Sam worked at ALJ Capital Management as a portfolio analyst and as an Actuary and Pension Consultant at MS Fox & Associates, Inc.

When he is not working, Sam loves spending time with his wife and baby daughter. He also enjoys traveling, watching and playing baseball, and being involved with his church.


Beverlee Bailey
Executive Assistant to Mordechai Fishman

Beverlee began working with the JSF team in 2015 as Mordechai’s Executive Assistant. In this role, she supports Mordechai in helping his clients reach their financial goals, whether through putting together comprehensive financial plans, producing and working with clients on budget sheets or simply keeping Mordechai on schedule and organized day-to-day.

Beverlee earned a B.A. in Business Management from Columbia College Chicago. Hailing from the Windy City, she moved to Los Angeles at the end of 2014 and began at JSF shortly thereafter.

Despite her finance driven career background – she spent 7 years at BMO Private Bank in Chicago as a Project & Operations Manager before joining JSF – Beverlee is talented well beyond her daily responsibilities at the office. She is active in both improv and sketch comedy and performs regularly around Los Angeles. When she isn’t at her desk or on stage, Beverlee continues to spread her Midwestern charm throughout the city as she pursues other hobbies: cheering for the Bears and wine tasting.


Drew Kraft
Executive Assistant

Drew began working with the JSF team in 2016 as the Financial Planning and Executive Assistant. In this role, he keeps the planners on schedule, prepares presentations for clients, and updates client information.

Drew was born and raised in St. Louis, Missouri, but he moved to Chicago to attend DePaul University. Drew graduated with a BFA from the Theater School at DePaul University.  Before coming to JSF, Drew worked in Theater Administration, Social Media, and as a Real Estate Operations Manager.

Outside of the office, Drew doubles as a comedian in the Los Angeles area. He also loves spending time with friends and family, going out to dinner, movies, concerts, and watching Netflix.


Natasha Williams

Whether it’s assisting you over the phone, greeting you at the front door or helping you with whatever you need during and after your visit, our receptionist Natasha is always ready to do everything she can to help clients and visitors alike feel welcome at JSF.

A Los Angeles native, Natasha joined the JSF family in 2009 following college. She enjoys meeting clients and working with them to make sure their experience at JSF is a positive one.

When she isn’t at the office, Natasha enjoys shopping and hanging out with family and close friends. She is also a frequent moviegoer and we often rely on her expertise in our Monday morning staff meetings for the latest update on all the newly released blockbusters.


Beatriz Luppino
Director of Account Operations

One of the longest standing members of JSF Financial, Beatriz joined the JSF team in 1999 – when the office consisted of only four people. Starting as Jeff’s assistant where she did everything from scheduling to trading, she has since become the Director of Account Operations. As the head of the account operations department, Beatriz oversees the account process and ensures each client account is updated and money allocated accordingly to help our clients reach their goals efficiently.

A native of Los Angeles, Beatriz actually completed her freshman year of college in Honolulu. Lucky for us, she left the island life and finished her studies in her hometown, where received her Bachelor’s degree in Business Administration from University of Southern California. Prior to joining JSF, she worked at a market research firm.

Outside the office, Beatriz loves spending time with her husband and two children and is involved in her kids’ school as a part of the Linwood Howe PTA. She also enjoys traveling to new places and can’t resist a trip to a good mall when time permits.


Billy Yeh
Account Operations Manager

An integral part of the operations team, Billy joined JSF in 2008 as an Account Operations Representative. He also works closely in the insurance area of the firm and is a liaison for clients needing assistance with their insurance needs. He has developed a close relationship with many clients throughout the years.

Billy grew up in Los Angeles and made his way to Loyola Marymount University, where he received his degree in Business Administration with an emphasis in Finance and Management. He also completed the Personal Financial Planning Program at UCLA.

When he isn’t at the office helping to ensure everything relating to accounts is running efficiently, Billy enjoys playing tennis and going on fishing trips. His favorite sports to watch are basketball and tennis. His favorite basketball teams are the Los Angeles Lakers and San Antonio Spurs.


Michelle Nanoff
Account Operations Representative

Michelle rejoined JSF in July of 2016 as an Account Operations Representative, where she assists in managing client accounts and maintaining internal organization within the department. She says her favorite parts of the job are helping clients with their needs and completing client service requests.

Michelle earned a BA in Psychology from California State University, Fullerton. She previously interned for Operations and served as an Executive Assistant for JSF while in college.

Outside of the office, Michelle loves to explore national parks and take portrait and landscape photos. She also enjoys cooking new recipes with her family.