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Rita M. Reed

Principal/President & CFO

Rita is President of FFC Capital Markets and supervises the Trading and Strategies & Analytics Teams, which direct the firm’s comprehensive portfolio solutions processes including research, strategy & policy development, asset-liability analytics, performance measurement reporting and trade execution. She has in excess of 10 years of experience in Financial Management, Asset-Liability Consulting, Portfolio Management, Financial Advisory, Investment Advisory and Corporate Finance. 

Prior to joining the firm in 2010, Rita worked for Accenture and MFR Solutions providing project management, financial management, and analytical support services to consulting and outsourcing engagements across the Housing, Public and Financial Services sectors. She started her career with Merrill Lynch in New York in 2001 and was named a JPMorgan Fellowship recipient in 2006 splitting time between their New York and Houston offices.

Rita is a General Securities and Financial and Operations Principal. Rita earned a MBA from The Wharton School of Business at the University of Pennsylvania and a BS in Accounting with honors from Xavier University of Louisiana. She is a Certified Public Accountant licensed in the State of Louisiana.

Rita currently serves as Commissioner and Vice-Chairman of the Finance Committee for the New Orleans Redevelopment Authority and was a member of Mayor Mitch Landrieu’s Transition Team providing strategic advice on the general fund budget. She is a member of the Xavier University Division of Business Advisory Council and the Penn Club of Louisiana. An alumnus of the Sponsors for Educational Opportunity Career Program, Rita enjoys coaching current participants and helping alumni prepare for admission into the world’s leading business schools. She regularly volunteers with the Society of Louisiana CPA’s to teach children about financial literacy and with Startup Weekend New Orleans, an annual event for which she served as a Founding Organizer. She previously served on the boards of Café Reconcile and the Hume Child Development Center. 

Rita currently resides in Orleans Parish.

FINRA Series: 7, 24, 27, 52, 63 and 79


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FRANCIS FINANCIAL GROUP, LLC DBA FFC CAPITAL MANAGEMENT.

INVESTMENT, FINANCIAL AND MUNICIPAL ADVISORS.

SECURITIES OFFERED THROUGH FFC CAPITAL ADVISORS, LLC.

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