Seta Keshishian joined JSF as a Financial Planner in January 2018. A Los Angeles native, Seta began her career in the banking side of the finance industry, working as a VP at City National Bank, Wells Fargo and First Interstate. She then stepped aside from corporate life to raise her two children, during which time she took on leadership roles in school organizations and assumed the financial management of her family’s business.

Once her children were grown and she began exploring options to re-enter the workforce, she became aware of the lack of financial planning services geared toward women. This became her motivation to return to school to pursue her CFP®, which eventually led her to joining us at JSF.

While her specialty lies in educating and advising women about their financial decisions, she is passionate about helping all types of clients, whether it is in preparing for unexpected life events and their financial impact, or simply to assist in providing guidance in overall financial decisions.

Outside the office, Seta enjoys spending time with her two children, cooking with her family, doing yoga and hiking. She completed the Financial Planning Program at UCLA and previously earned her B.S. in Business Administration from California State University, Northridge. Seta is actively involved with the financial planning community and is a former Board Member of the Financial Planning Association of LA.

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Brian joined JSF Financial in 2013, starting in our Operations department before shifting to Portfolio Management and Financial Planning. With this well-rounded background, he provides flexible and comprehensive service to his client base, which is comprised primarily of creatives and entrepreneurs in the entertainment industry, including writers, editors, producers, managers, and actors.

Brian has a passion for helping clients navigate difficult, complex, and infrequent decisions that arise in both the working years and the lead-up to retirement. He has also led several initiatives in our office to embrace advancements in technology and innovation that have made the financial planning process more interactive and efficient for our clients.

Raised in Temple City, California, Brian completed his undergraduate at California State University, Fullerton. He holds a bachelor’s degree in Business Administration with concentrations in both Finance and Risk Management and Insurance. More recently, Brian earned his certificate in Personal Financial Planning from UCLA and his CFP™ (Certified Financial Planner) certification in 2016. Prior to joining the team in 2013, he worked at Zecco Trading, which was acquired by TradeKing.

Outside of the office, Brian enjoys traveling to new destinations with his wife and kids and staying active by hiking, working out, or riding his bike to Santa Monica.

Check the background of our investment professionals on FINRA’s BrokerCheck https://brokercheck.finra.org.