About

Ed Keyser loves people. That, as much as any other factor, influenced his decision to become a financial planner and work with clients every day.

Ed’s path to financial planning was a circuitous one. Born and raised in Philadelphia, he received a B.S. in Education from Temple University and shortly thereafter, in 1983, relocated to Phoenix. He worked in the dental industry for many years as a manufacturer/distributor’s rep, where he began fine tuning his people skills.

He always had an interest in numbers and finance, as well, almost majoring in accounting. He became a student of the market, especially regarding how it has been historically affected by current events and geopolitical decisions.

“I was always working with people and communicating with people,” says Ed, “making sure I was serving those who worked with me to the best of my capacity. And, shortly after moving to Phoenix, I met a podiatrist who was going to work in the financial industry. I actually ended up purchasing two annuities from him. But I thought, ‘You know, working in finance could be a really good decision for me, as well.’ ”

He obtained his insurance license, founded his firm Safeguarding Your Wealth, and now serves clients in the greater Phoenix Metropolitan area. He believes his educational background has been instrumental in providing clients solutions, asking questions that uncover their needs, and not pushing products.

“My philosophy is that I have to communicate valuable information in a way that puts others before myself and gives them agency,” says Ed. “I’m not a ‘bean counter.’ I’ve always been a people person. My reputation is to be someone who answers people’s questions right away, with accuracy and an understanding of what is important to them, not me.”

This client-first mentality extends to the smaller details of Ed’s business practice. All his clients have his cell phone number and can call him at all times, no matter their issue or concern. He provides same-day responses, without exception.

Away from work, Ed enjoys spending time with his wife and weightlifting at his gym. As a man of faith, he also volunteers at his church and serves on the leadership team, instructing men in the parish every week.