Our Team

The inspiration for JSF Financial traces back to a formative conversation Jeff had with his late father, Martin Fishman, an insurance broker who deeply valued service and philanthropy. Martin passed down a legacy of integrity and community responsibility, which became central to Jeff’s own approach.

Though trained as a lawyer, Jeff quickly realized his passion was in guiding people, not fighting legal battles. With degrees in Economics and Communications from Yeshiva University and a JD from Cardozo School of Law under his belt, he pivoted to then add UCLA’s Personal Financial Planning certification to his achievements. With this knowledge and expertise combined with his vision of wanting at the core to help people, JSF was born into reality.

Following its launch in 1996, JSF has grown into a thriving, diverse team of professionals, all committed to providing individualized attention and sophisticated wealth management solutions. Under Jeff’s leadership, the firm offers comprehensive guidance across retirement planning, estate conservation, tax strategy, and investment management—always rooted in each client’s unique priorities and aspirations. The JSF team collaborates closely with families across generations, building long-term relationships that often span decades, including helping clients to amplify their philanthropic impact.

Jeff is frequently featured in Barron’s, The Wall Street Journal, Financial Planning Magazine, and Investment News, and has spoken widely on topics like retirement and charitable giving.

When he’s not working with clients or at a Dodgers game, Jeff serves on the board of trustees for the Steele Foundation and board of directors for Wash U Hillel. He lives in Los Angeles with his wife, Shari, and is a lifelong Dodgers, Rams, and Kings fan. He has 3 (grown) kids – 4 if you count his labradoodle, Tommy.

Mordechai Fishman is the head of JSF’s Financial Planning Group and an Investment Adviser Representative, in addition to serving as one of the firm’s Managing Directors. His financial planning knowledge is as deep and diverse as his whisky collection, and his natural outgoing nature and relentless curiosity are his keys tools in addressing the goals and priorities of his clients.

Mordechai’s ability to find commonality with people from all walks of life helps make him a trusted and formidable adviser and advocate in all situations. Beneath Mordechai’s sometimes-unconventional personal manner lies an iron grip on the cold calculus of personal finance and profound understanding of human nature, and he fuses these qualities together to help his clients make smart choices that align their financial priorities with their own nuanced personalities.

Mordechai holds a Bachelor’s Degree from Yeshiva University in New York City. 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.

He is the blessed (and sometimes exhausted) father of four kids, active in the community, and participates as a board member, volunteer and supporter of social causes in the LA area.

As a Senior Financial Planner and Investment Advisor Representative at JSF Financial, Zev works with a broad group of families and individuals. His focus is on helping each client craft a tailored financial plan towards their specific financial goals. Zev also serves as our real estate expert in the office, having built a career in real estate finance before pivoting to personal financial planning. Zev 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 can be found spending quality time with his family or volunteering his time to his children’s school. He also enjoys an active lifestyle that includes running, hiking, and boot camp.

Olivier is a Financial Planner and Investment Advisor Representative at JSF Financial, as well as a Managing Director of our firm. He takes a comprehensive, global view of financial planning and maintains a keen awareness of the way in which current events shape markets and potentially impact client objectives.

Olivier holds a bachelor’s degree in Economics from UCLA. 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, Olivier held senior positions at 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 three decades. He is married with three children. As an active family, they enjoy traveling, swimming, running, golf, and tennis.

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.

Jean is a Certified Financial Planner and Investment Advisor Representative at JSF Financial. His comprehensive approach to financial planning and investing allows him to have a holistic view in the wealth management process and smoothly integrate it to our clients’ objectives, needs and constraints.

Originally from France, Jean has a Masters in Business Management (Finance) from a top French Business School and a Bachelor in Economics and Finance. He also holds a Personal Financial Planning designation from UCLA. Before moving to Los Angeles, he worked at Lyxor Asset Management in the fast-paced La Defense business district in Paris.

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.

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.

Joining JSF in 2025, Almen began in our Client Service Department as an operations associate. He quickly made the transition to the role of planner associate where he supports the planners by running report analyses, projections and helps with client requests. Almen prides himself in supporting our planners as they help clients achieve their unique financial goals.

Before making his way to Los Angeles and eventually JSF, Almen notably worked at Nasdaq Philippines. He holds a degree in Business Administration and Computer Applications. Almen also earned his certification as a securities specialist from Ateneo Center for Continuing Education in his hometown of Manila.

Almen is our resident Back to the Future enthusiast. He is also a big fan of Magic the Gathering. In his spare time, you can find Almen in the gym or out and about snapping photographs.

In his role as a Planning Associate, Jake supports our Financial Planners in the creation and monitoring of clients’ financial plans, as well as working on retirement projections, cash forecasting and partnering with our Portfolio Management Team to review and update client portfolio allocations. Jake is a social butterfly, which comes in handy when working with various departments and team members. He especially loves to work with the planners as they seek to provide “financial therapy” to our clients.

A California native, Jake grew up in Torrance. He obtained his degree in accounting from St. Mary’s. During college he interned at J. Arthur Greenfield and Co. then became a trust officer at San Pasqual Fiduciary Trust Co.

When he’s not at the office, Jake can be found hanging out at the beach with friends, catching some waves, and getting a good tan. He loves to eat and explore the city and is especially excited when he discovers a new food spot. Jake also enjoys a nice evening playing Settlers of Catan with his friends. His real claim to fame is having the largest lung capacity in Mr. Taylor’s 2012 anatomy class.

Gabriela joined the JSF team as a financial planning associate in mid-2025. In her day to day, Gabriela works closely to assist our planners so they can keep doing what they do best and help clients achieve their goals. She also loves working closely with her incredible coworkers.

She grew up in São Paulo, Brazil and holds a bachelors in Business Administration from Fundação Getulio Vargas. Before joining JSF, Gabriela worked as a partner at Vox Capital.

When not in the office, Gabriela enjoys spending time with her family, practicing yoga and reading. An accomplishment she’s quite proud of is becoming a mother to her beautiful daughter.