Norma joined JSF as a Financial Planning Associate in 2021, and in 2024 moved into the role of Financial Planner. Norma works closely with her clients to help them gain a better understanding of their dynamic financial picture as well as plan for the future. Norma enjoys working collaboratively alongside our other JSF advisors and working with clients to navigate through obstacles while keeping a keen eye on opportunities and on track to meeting goals. She also conducts ongoing research regarding financial products, tax strategies and market trends to ensure clients receive tailored advice.

Norma holds a Certificate Personal Financial Planning from UCLA Extension and is CFP® certified. Norma earned her bachelor’s degree in business management economics from UC Santa Cruz. A California native, she grew up in Rialto, California.

In her spare time, Norma prioritizes staying active and working out. She also enjoys reading, cooking and spending time with her family. Norma is a member of the Financial Planning Association of LA and the Los Angeles Estate Planning Council.

Outside of the office, Jean enjoys giving back to the community. He also loves to swim, workout, eat French food, and discover music from all over the world. However, his favorite hobby is to spend quality time with his family.

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.

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