New York, December 18, 2024 - Siebert Financial Corp. (NASDAQ: SIEB), a renowned figure in the financial services arena, has made a significant move by introducing Siebert.Valor. This dynamic Financial Technology initiative is dedicated to making wealth-building accessible to Active Duty Military, Veterans, Law Enforcement, and First Responders.

Empowering Service Heroes with Financial Tools

Acquisition and Leadership

The initiative commenced with Siebert's acquisition of Guild Financial, an innovative investing and education platform focused on the military community. Kaj Larsen, the co-founder of Guild Financial, will lead the Siebert.Valor initiative. His extensive expertise in both the military and financial sectors will be harnessed to create innovative fintech solutions. His leadership is expected to be a game-changer in driving the mission forward.

Joining forces with Siebert reaffirms Guild Financial's commitment to serving those who have served our country. Under the Siebert.Valor initiative, they are not only maintaining their pledge but elevating it, ensuring that the tools and knowledge for wealth-building are readily available to those who have dedicated their lives to protecting our freedom.

With Siebert's legacy of inclusion, spearheaded by finance trailblazer Muriel Siebert, the first woman to have a seat on the New York Stock Exchange, this partnership is set to amplify efforts to extend financial literacy and opportunity across underserved communities.

Platform Integration and Mission

The Siebert.Valor platform will merge the strengths of both organizations. It will leverage Siebert's robust financial expertise and Guild's innovative, transparent, and community-focused approach to investing and education. The aim is to make the American Dream a tangible reality for clients by offering comprehensive resources and programs to inform and empower those who have served our country.

Integrating Guild's cutting-edge mobile trading technology into Siebert adds a new and exciting consumer-facing element to Siebert's existing financial services business. This integration enhances the offerings and provides greater convenience for clients.

Siebert.Valor remains committed to Guild Financial's original mission of honoring and serving military service members, veterans, and their families. By providing tailored financial education and investment services, they are making a significant impact on the lives of those who have served.

Pre-Launch Activities and Future Plans

Siebert.Valor pre-launched earlier in the year by sponsoring a series of events during Fleet Week's return to Miami in May. These activities ranged from financial literacy talks on the flight deck of the USS Bataan (LHD 5) to the Fleet Week Beach Olympics held just a few blocks from the Siebert offices on Miami Beach.

The week highlighted Siebert's collective dedication to those who serve. Siebert.Valor is poised to be a beacon of financial education and opportunity, embodying the values of service, integrity, and commitment that both Guild Financial and Siebert hold dear.

In addition to leading Siebert.Valor, Larsen is also a leading force in Gebbia Entertainment, a subsidiary of Siebert Financial. Gebbia Entertainment will focus on producing content to foster financial education for the military community and beyond. It will also support Siebert Financial with entertainment investments across various sectors.

For more information about the Siebert.Valor initiative and the acquisition, please contact: Deborah Kostroun at deborah@zitopartners.com.

About Guild Financial

Guild Financial, founded on Veterans Day 2021 by Sean Bonner, a former Navy Intelligence Officer and seasoned Wall Street professional, and Kaj Larsen, a former Navy SEAL Commander and successful entrepreneur, is committed to addressing the specific financial needs of the military community.

With a powerful combination of expertise, experience, and innovation, Guild Financial provides tailored financial education, tools, and personalized services to enable sound investment decisions and build a robust financial foundation for service members and their families.

About Siebert Financial Corp.

Siebert is a diversified financial services company and has been a member of the NYSE since 1967 when Muriel Siebert became the first woman to own a seat on the NYSE and the first to head one of its member firms.

Through its subsidiaries such as Muriel Siebert & Co., LLC, Siebert AdvisorNXT, LLC., Park Wilshire Companies, Inc., RISE Financial Services, LLC, Siebert Technologies, LLC and StockCross Digital Solutions, Ltd, and Gebbia Entertainment, LLC, Siebert provides a full range of brokerage and financial advisory services including securities brokerage, investment advisory and insurance offerings, securities lending, and corporate stock plan administration solutions. For over 55 years, Siebert has been a company that values its clients, shareholders, and employees.

About Gebbia Entertainment

Gebbia Entertainment is a subsidiary of Siebert Financial Corp. and is an entertainment company focused on promoting music artists and catalogue acquisition, as well as the production of film and TV content across different formats.

Gebbia Entertainment functions as the in-house production agency of Siebert Financial and currently has several media projects in development, contributing to the company's diverse portfolio.

Cautionary Note Regarding Forward-Looking Statements

The statements in this press release that are not historical facts, including those about beliefs and expectations, are "forward-looking statements" within the meaning of the U.S. Private Securities Litigation Reform Act of 1995.

These forward-looking statements are based on the best judgment of Siebert's management as of the date hereof and are subject to various risks, uncertainties, and assumptions. Factors such as economic conditions, securities industry risks, interest rate risks, and regulatory uncertainties could cause actual results to differ materially from the anticipated statements.

Siebert cautions that the foregoing list of factors is not exhaustive, and new factors may emerge or existing factors may change, impacting its business. Siebert undertakes no obligation to publicly update or revise these statements except as required by law.