MEET Joena Bartolini Mitchell. An Individual Member of the FSDA

We are speaking today with

Joena Bartolini Mitchell, please tell us a little bit about yourself.

I was born in a south suburb of Chicago but raised in the Tampa Bay area. This means I love deep-dish pizza and the smell of the Gulf of Mexico! I have an undergraduate and a masters degree from the University of South Florida and Juris Doctor from Stetson University, College of Law. I have spent over 20 years (!) in financial services where I have been fortunate enough to work in many different facets of the industry including sales management, operations, risk, and business leadership. Outside of work, I love spending time with my family and friends, preferably outdoors!

Tell us a little about your firm:

At JBM Advisors, we collaborate with wealth managers, RIAs, and independent broker-dealers seeking to expand their business, modify their affiliation model, optimize operations, or manage risks. We aid firms in choosing the appropriate custodian or clearing firm and support strategic business growth through a focus on change management, enhanced efficiency, and risk mitigation.

We also provide litigation support services to lawyers and law firms. This includes conducting mock depositions and exams, witness preparation, and case analysis, all under the guidance of legal counsel. This service proves particularly beneficial to highly skilled legal teams who may require assistance in navigating the operational intricacies of broker-dealers, custodians, or wealth management offices. Leveraging our unique qualifications and extensive real-world experience, we effectively and efficiently bridge the gap between counsel and their clients.

Why is it important for JBM Advisors, to be a member of the FSDA?

This field is complicated and the only constant is change. It is incredibly important for us to stay connected with stakeholders to share best practices and learn from each other.

I have also really been inspired by the work the FSDA does in the community around protecting senior and at-risk investors and working to ensure that financial education is available to all Florida students.

I know the members are incredibly involved locally in the Tampa Bay area. Please tell us a little bit about that involvement and your firm’s “give something back” initiative.

Community involvement is at the heart of what we do. JBM Advisors is passionate about creating spaces for education and giving others the tools to excel.

I serve on the board of Southeastern Women in Financial Services (SWIFS) and Holy Family Catholic School. Additionally, I am a board member and part of the Pace Center for Girls, Hillsborough executive committee where I serve as co-chair of the advocacy committee. I am also an active member of the University of South Florida’s Women in Leadership and Philanthropy, where I am honored to serve on the Scholarship Committee

Joena, thanks for taking time to speak with us today.

MEET Don Lee, Founder and Chief Executive Officer at FinWebTech. An Advisory Level member of the FSDA.

We are speaking today with Don Lee.

Don, please tell us a little bit about yourself.

I attended college at Florida International University for my Bachelor’s degree in Business Administration focused in management information systems; and Nova Southeastern University for my Master’s degree in Business Administration. I have served as Chief Compliance Officer, Chief Operations Officer, Anti Money Laundering Officer for several broker dealers and registered investment advisors, before starting my FinTech company FinWebTech to develop our flagship software application Catalyst in 2013.

FinWebTech was founded based on my need at the time serving as a Chief Compliance Officer and AML Compliance Officer, to find a cost-effective automated compliance solution to meet the demanding and ever-changing compliance and regulatory needs. Catalyst was born out of this need, and designed based on my compliance and AML background and experience. Catalyst provides firms with cost effective automated compliance solution including transaction monitoring for AML, sales practice (trading), and risk. Catalyst also provides customer risk rating services as well as supervisory controls.

Why is it important for FinWebTech, to be a member of the FSDA?

I believe that in today’s demanding regulatory world, technology plays a major role in compliance. As a result, I believe FinWebTech being a member of the FSDA, will provide a unique technological perspective to the group, while providing valuable insight into the technology requirements and needs of the industry.

I also believe in giving back to the community and am particularly interested in the outreach committees. We currently participate in several charities including the collection of schools supplies to underprivileged children in the Caribbean.

Don, thanks for taking time to speak with us today.

Meet A. Brad Busscher, Chief Administrative Officer, General Counsel and Corporate Secretary, InspereX LLC . An individual member of the FSDA.

We are speaking today with Brad Busscher, please tell us a little bit about yourself.

I am the Chief Administrative Officer and General Counsel of InspereX, which is primarily engaged in institutional sales and trading of agencies, CDs, corporates and mortgages, and the wholesale distribution of new issue, retail financial instruments including Internotes®, CDs, and structured notes and CDs. I'm a member of InspereX’s Executive and Management Committees and serve as Corporate Secretary to the InspereX Holdings Board.

Prior to joining InspereX, I was Executive Vice President, General Counsel and Corporate Secretary of Mesirow Financial, held senior level roles at Van Kampen/Morgan Stanley and EVEREN Securities, was in private practice at a law firm and served as an Enforcement Branch Chief with the U.S. Securities and Exchange Commission.

I obtained my B.A. from Cornell University, J.D. from the University of Miami and MBA in finance and accounting from the University of Chicago Booth Graduate School of Business. I presently serve on the FINRA Fixed Income Committee and am a frequent speaker on regulatory and compliance issues. I've written a chapter for a securities compliance treatise Modern Compliance, published by Wolters Kluwer, entitled “Corporate Transactions: The Role of Compliance.”

About InspereX LLC

InspereX LLC (“InspereX”) is transforming how fixed income securities and marketlinked products are accessed, evaluated, and traded. Home to the pioneering BondNav® platform – one of the first cloud-native bond aggregation platforms – InspereX provides financial advisors, institutional investors, issuers, and risk managers deep access to fixed income market data across asset classes, as well as industry-leading origination, distribution, and education in market-linked products. Focused on delivering true price transparency, liquidity, execution targeting price improvement, and the information advantage gained through data aggregation, InspereX inspires greater confidence through the power of technology.

The firm is a leading underwriter and distributor of securities to more than 2,000 brokerdealers, institutions, asset managers, RIAs, and banks. InspereX represents more than 400 issuing entities and has underwritten more than $670 billion in securities. The firm has seven trading desks and more than 200 employees with principal offices in Delray Beach, San Francisco, Chicago, and New York City.

Why is it important for InspereX to be a member of the FSDA?

As we have grown our business substantially in South Florida, being a member of the FSDA will allow us to remain abreast of legislative initiatives in the State. It will also allow for excellent networking opportunities to discuss issues and concerns with like-minded and similar financial services firms.

InspereX’s Charitable Organizations and Foundations

I know that the employees at InspereX are incredibly involved locally in the Delray Beach area. InspereX is very active in the community and on a national basis. We feel strongly about giving back and we have a number of employees that have started charitable organizations and foundations. We are extraordinarily pleased to support those organizations and foundations. Here are a few of the charitable organizations and foundations that we support:

• EBC (“Every Boob Counts”) Foundation was created to spread the message that early detection saves lives. The Foundation is dedicated to all women that have or who are battling breast cancer.
• Chiera Family Foundation holds a dinner/ auction and golf tournament each spring to help kids that are battling cancer.
• Nick’s Camp is a week of summer camp for kids with cancer.
• Children’s Tumor Foundation medical foundation dedicated to improving the health and well-being of individuals and families affected by the neurofibromatosis.
• Federated Challenge works with Big Brothers Big Sisters the nation’s largest donor and volunteer mentoring network.

Brad, thanks for taking time to speak with us today.

MEET Lia Rolle, Sr. Manager, Counsel for the Senior and At-Risk Clients (SARC) Team and Raymond James and Associates. An Institutional Member of the FSDA.

We are speaking today with Lia Rolle. Please tell us a little bit about yourself.

I was raised in Tampa, FL. I went to college at the University of South Florida and Cooley Law. I worked for the Whistleblower Law Firm in Tampa before joining Raymond James in 2020.

Tell us a little about your firm.

Raymond James is an independent firm dedicated to placing clients’ needs first, as well as treating their financial advisors as clients.

Why is it important for your firm to be a member of the FSDA?

It is critical that we partner with and understand the valuable resource that FSDA is for the State of Florida and its residents. I know that the members are incredibly involved locally in the St. Petersburg/Tampa area.

Please tell us a little bit about that involvement and your firm’s “give something back” initiative.

Raymond James is committed to caring. More than five decades later, we’re proud to continue the legacy – started by Raymond James founder Bob James, grown by his son and longtime Chairman and CEO Tom James, and now continued by our Chairman and CEO Paul Reilly, advisors and associates – by investing our time, money and talents into the communities we serve. It’s so much more than tradition; it’s part of who we are.

Charitable Giving. As a financial services firm, we have a unique understanding of the power of charitable giving, which is why we seek to practice it generously.

Volunteerism. The ways we give back extend beyond the financial. Our associates are also enthusiastically generous with their time and get out to give back.

Lia Rolle, thanks for taking time to speak with us today.

MEET Andy Shipe, Associate General Counsel in the Private Client Group at Raymond James, an Institutional Member of the FSDA.

We are speaking today with Andy Shipe, please tell us a little bit about yourself.

I was raised in the Lakes Region of New Hampshire, before I headed off to college at Georgetown University in Washington, DC, and then law school at Fordham University in New York City. I began my career as an Assistant District Attorney in the Bronx, and then transitioned to financial services by joining the CFTC and the SEC back in Washington, DC.

At both agencies, I worked on legislation and regulatory reforms that impacted intermediaries in the securities, derivatives and currency markets. After many years in government service, I moved to the private sector where I advised U.S. and non-U.S. firms as to compliance with the overlapping standards that apply to securities broker-dealers, derivatives firms, asset managers, and exchanges. I also advocated on behalf of investment firms before legislators and regulators as they sought to create or change rules that govern the financial services industry.

Tell us a little about your firm.

This November, I relocated to St. Petersburg to join a native Florida institution. Raymond James has a world class team focused on serving individuals and families as they plan for their futures. We’ve been a member of FSDA for many years and appreciate FSDA’s support for investor protection and financial literacy.

Why is it important for Raymond James to be a member of the FSDA?

Working with legislators and agency leaders in Washington taught me just how much policy makers need information from the industries they oversee. Decisions are made quickly, and the agenda can change overnight. For a business to thrive, it has to educate policy makers and be alert to their priorities.

Florida is a growing state with an economy that is attracting new residents, new businesses, and new industries. In this rapidly changing environment, the legislature and the executive branch will be very attentive to the protection of investors and the well-being of the local businesses that employ Floridians. FSDA keeps us up to date on developments in Tallahassee, and provides a voice on the issues that matter to our industry.

Please tell us a little bit about Raymond James’ community involvement and your firm’s “give something back” initiative.

Before moving to Florida, I was the pro bono attorney for our local Little League. I am glad to be with a firm that celebrates community involvement. Raymond James associates are active in cities and towns across the country. During this year’s annual Raymond James Cares Month, our associates and advisors organized donation drives, hosted virtual bingo nights, distributed meals to the needy, and cleaned up public parks. All told, our associates volunteered nearly 6,700 hours to benefit 250 charitable organizations. I believe our presence in local communities and the variety of our associates’ efforts truly sets us apart.

Andy, thanks for taking time to speak with us today.

MEET Lisa M. Marsden, IACCP® President/Founder of Coulter Strategic Services. A General/Advisor Member of the FSDA.

We are speaking today with Lisa M. Marsden.

Please tell us a little bit about yourself.

I was born in New York raised in South Florida. I have worked for bank investment trust departments in operations and project management then for independent registered investment advisors as Chief Operating Officer/Chief Technology Officer and Chief Compliance Officer before starting my professional compliance firm in 2016. Coulter Strategic Services works with select advisory firms throughout the US and a foreign advisor.

I am a past board member and former president of the Financial Planners Association of South Florida and am currently a member. I worked with Women in Distress of Broward County (WID) in their Economic Empowerment program. As a volunteer, I helped coordinate CFPs and others to provide financial literacy to survivors of domestic violence. Our goal was to provide the survivors with financial literacy to help them become or remain independent and stay away from their abusers. As part of the educational process, we met in person with the survivors. Due to the pandemic, we met virtually; then, I and a CFP created an educational video for WID to distribute to new survivors.

Please tell us a little bit about your firm.

I founded Coulter Strategic Services in 2016 as a way to help advisory firms leverage their resources to better manage their compliance programs. Coulter Strategic Services assists the firm's Chief Compliance Officer in managing the day-to-day compliance program. Coulter Strategic Services also works on special compliance projects for advisory firms and compliance consultants, hosts discussions with other compliance professionals, provides compliance training for advisory firms, seminars/webinars and at the collegiate level for those seeking financial degrees.

Why is it important for Coulter Strategic Services, to be a member of the FSDA?

I see the impact that legislation and regulation have on the smaller advisory firms, and I would like to help be a voice for those firms so they can continue to help their retail investor clients. I also welcome the opportunity to learn more about the FSDA and the association's work.

Lisa, thanks for taking the time to speak with us today.

MEET George Chuang, CFA, President and CEO, Transamerica Financial Advisors, Inc., and Advisory Member of the FSDA.

We are speaking today with George Chuang, please tell us a little bit about yourself.

I was born in Taiwan and moved to Maryland at the age of 8. While in middle school, my family moved to Southern California where I spent over three decades in the Los Angeles metro area before relocating to Florida. I completed my undergraduate studies at the University of California in Irvine, then, earned an MBA from the University of Southern California. I started my financial services career at Bank of America as Assistant Vice President for their mutual fund business. In 1998, I joined Transamerica and served in several different roles, with most of my time in leadership positions for Transamerica’s retail broker dealers. I moved to Tampa in 2009 to join the leadership team in our St Petersburg office.

Tell us a little about your firm.

Transamerica Financial Advisors, Inc. (“TFA”) is a retail broker-dealer and RIA that provides services and products through our independent financial professionals. Almost all of our financial professionals are affiliated with one our retail insurance agencies. Our financial professionals primarily serve the middle market in all 50 states. We have approximately 3100 registered representatives and 1200 investment advisory representative. In serving the middle market, financial literacy and education is a core part of our culture.

Why is it important for Transamerica, to be a member of the FSDA?

Transamerica is very committed to advocacy efforts that help our industry deliver product solutions for our retail clients. Like FSDA, we are very interested in creating better financial futures for the investing public including supporting FSDA’s commitment to financial literacy for Floridians. The networking opportunities through its Outreach programs have also been extremely valuable.

I know that the members at Transamerica are involved locally in the St. Petersburg area. Please tell us a little bit about that involvement and your firm’s “give something back” initiative.

Transamerica’s offices in Florida are located in St. Petersburg. Our St. Pete Foundation Committee and our employees are very involved in our local community. We regularly support the Suncoast United Way, Operation PAR, American Heart Association, Toy for Tots, Habitat for Humanity, Pinellas Hope as well as various other non-profit organizations.

George, thanks for taking time to speak with us today.

Meet Dionne Fajardo, Chief Compliance Officer and General Counsel at Element Pointe Advisors, LLC and Individual Member of the FSDA

We are speaking today with Dionne Fajardo of Element Pointe Advisors, LLC, an investment adviser located in Miami, Florida.

Dionne Fajardo, please tell us a little bit about yourself.

I was raised in Minneapolis and went to college at World College West in California. After college, I lived in Taiwan, R.O.C. and then moved to Saint Petersburg, Florida where I began my career in financial services with William R. Hough & Co. I attended Stetson University College of Law and worked at AEGON/Transamerica. I then worked in private practice at Wiand Guerra King P.A., where I led its Compliance Practice Group representing broker-dealers and investment advisors with compliance and regulatory matters. I joined Element Pointe Advisors, LLC in 2020.

Tell us a little about your firm

Element Pointe Advisors is an investment advisor to high net worth investors and family offices.

Why is it important for you, to be a member of the FSDA?

I have appreciated FSDA’s engagement with our state regulator. I believe that FSDA’s open dialogue with Tallahassee has helped to effectively promote and support investor protection, public education, and industry initiatives.

Dionne Fajardo, thanks for taking time to speak with us today.

We are speaking today with Joshua Cefkin, Sr. Director, Client Services and Brokerage Operations, TradeStation Securities Inc.

Please tell us a little bit about yourself:

I was born and raised in Ft. Lauderdale, FL, and graduated from Mars Hill College, NC where I majored in Business Management & Finance, including a study abroad at Regents College in London, UK. After working in banking and finance for 10 years I shifted my career focus to the brokerage industry and became a financial advisor for Morgan Stanley. I have always enjoyed managing a team and have been in a managerial role for most of my career. Looking to continue to gain knowledge and experience in the industry, I joined TradeStation in 2012 where I have had the privilege to lead multiple departments in achieving new milestones in service levels and new account growth. Throughout my carrier at TradeStation I’ve had the opportunity to create and manage several different groups that cover various aspects of the business, including Client Services, Technical Support, Trade Desk, Retail and Institutional Sales, Account Services and Tax Reporting. Whether creating a new team or taking over an existing one, my focus is on process efficiency, automation, and business scalability.

Tell us a little about your firm:

TradeStation offers advanced trading technology and online electronic brokerage services to active individual and institutional traders in the U.S. and worldwide. The company’s innovative trading and analysis platforms provide one-click access to all major U.S. exchanges and market centers, while its expansive product offering enables clients to design, test, optimize, monitor, and automate their own custom equities, options, and futures trading strategies. Currently we support trading in equities, equity options, futures and futures options. Remaining committed to providing the best trading experience, our platforms and brokerage services have received awards and recognition from respected industry reviewers like Barrons.com, StockBrokers.com, Investopedia and Investor’s Business Daily.

Why is it important for TradeStation, to be a member of the FSDA?

TradeStation is a self-directed, self-clearing, brokerage firm, meaning we offer multiple trading platforms and extensive educational resources, but we do not offer trade advice. That being said, we are a licensed broker-dealer which means we are subject to the same rules and regulations that govern full-service broker-dealers. Because of our setup, especially now that commission-free online trading has become so omnipresent, it is important for us to network and share our perspective on the securities industry with all types of brokerage and advisory firms. Being a member of the FSDA allows us the opportunity to participate in these discussions with other industry professionals, embrace our shared mission to educate investors and collectively advocate for fair laws to protect the public.

I know that the members at are incredibly involved locally in the South Florida area. Please tell us a little bit about that involvement and your firm’s “give something back” initiative.

TradeStation has a firmwide initiative to give back to our community and help those in need through a program called TradeStation Cares. To raise money, we incorporate fundraising events into our department initiatives, for example, during Client Services Week, we donate prizes for a raffle in which all proceeds are utilized by TradeStation Cares to help families in need. Additionally, we fundraise and work with several different causes and organizations throughout the year, for example The Red Cross, Big Brothers Big Sisters, Salvation Army’s Angel Tree program, Habitat for Humanity and others. We also volunteer at homeless shelters, food banks and environmental clean-ups. TradeStation is also a proud sponsor of the Alex’s Lemonade Stand Foundation (ALSF), a nationally known childhood cancer prevention and support charity.

Joshua Cefkin, thanks for taking time to speak with us today.

MEET Heather Cooper, Associate Attorney of FSDA Advisory Member Baritz & Colman LLP.

We are speaking today with Heather Cooper, please tell us a little bit about yourself.

I have been with Baritz & Colman LLP since 2015, where I concentrate my practice in financial services litigation. Prior to that, I was a Law Clerk with the Office of the General Counsel of the Florida Office of Financial Regulation, where I had the opportunity to work with all four divisions of OFR, giving me a broad range of legal experience in the oversight of Florida's financial services providers.

I was born in Miami, but spent most of my childhood throughout Broward County, Florida. My high school career was focused on journalism and working on the student newspaper, so I followed suit in college, but the long-term goal was always law school. I am a very proud “Double Gator”. I earned my BS in Journalism Summa Cum Laude from the University of Florida in 2010, and I received my JD in 2015 from the University of Florida Fredric G. Levin College of Law. In law school, I was a member of the Corporate and Securities Moot Court Team, editor of the Journal of Technology Law & Policy, and publicity chair for the Law Association for Women. While obtaining my degrees, I also worked as a legal assistant at an Am Law 200 defense firm and made sure to travel internationally as often as I could get away with.

On a personal level, my family, my dogs, and traveling are my passions. Another major priority for me is to support diversity and inclusion initiatives in not only the financial services industry but also the legal profession. I also feel very strongly about promoting the rights of women generally. For the past several years, I have served on the board of the South Palm Beach County Chapter of the Florida Association for Women Lawyers (FAWL) and have been a member of the Southeastern Women in Financial Services (SWIFS). I also currently serve on FSDA’s Diversity & Inclusion Committee, and I sit on the board for the Young Lawyer Section of the South Palm Beach County Bar Association.

Tell us a little about your firm

Baritz & Colman LLP was founded by Neil Baritz in 1996, with offices in New York and Florida. We represent financial firms, clearing and custodial firms, broker-dealers, registered representatives, investment advisors, insurance agents and industry professionals before state and federal courts, AAA and FINRA arbitration panels, and state and federal regulators (including Florida’s OFR, the SEC, and FINRA) throughout the country. We are regularly engaged in matters such as entity formation, registration, licensing, arbitration, litigation, employment, and regulatory inquiries or investigations. Our Firm’s other practice areas include real estate, corporate, commercial litigation and trust and estates.

My firm believes it is important to give back to the community and supports its attorneys in the initiates we feel strongly about. My firm has donated its time and resources to numerous local fundraising events put on by the organizations and associations that I am involved in. Also, through SWIFS, I am able to contribute my time and resources to the Pace Center for Girls. On a personal level, I also like to support Black Girls CODE as well as the South Florida Wildlife Center. I have volunteered at the Center and delivered countless hurt animals there - Birds, squirrels, possums, you name it. If you are local and find hurt or orphaned wildlife, please try and deliver or coordinate a rescue with the Center.

Why is it important for Baritz & Colman LLP, to be a member of the FSDA?

FSDA is an integral advocate for securities firms and professionals in the state of Florida, and the goal of Baritz & Colman LLP is to support the financial services industry, so our involvement with FSDA naturally flows and is a priority of the Firm in order to best serve our clients.

Heather Cooper, thanks for taking time to speak with us today.