SIEBERT FINANCIAL CORP
PRE 14A, 1997-10-20
SECURITY BROKERS, DEALERS & FLOTATION COMPANIES
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Preliminary Copy                                           

                             SIEBERT FINANCIAL CORP.
                          885 Third Avenue, Suite 1720
                            New York, New York 10022
                                 (212) 644-2400

                    NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
                         To be Held on November 19, 1997

To our Shareholders:

     PLEASE  TAKE  NOTICE  that the 1997  Annual  Meeting of  Shareholders  (the
"Annual  Meeting")  of Siebert  Financial  Corp.,  a New York  corporation  (the
"Company"),  will be held at the Four Seasons  Hotel,  57 East 57th Street,  New
York,  New York, on Wednesday,  November 19, 1997 at 9:30 a.m.,  local time, for
the following purposes:

     1.   To elect five  members of the Board of  Directors  to serve  until the
          next Annual Meeting of Shareholders;

     2.   To ratify and  approve a Stock  Option  Plan  approved by the Board of
          Directors;

     3.   To  approve a  proposed  amendment  to the  Company's  Certificate  of
          Incorporation;

     4.   To ratify and approve the  appointment  by the Board of  Directors  of
          Richard A. Eisner & Company, LLP as the Company's independent auditors
          for the fiscal year ended December 31, 1997; and

     5.   To  consider  and act upon such  other  matters as may  properly  come
          before the Annual Meeting or any adjournment or postponements thereof.

     All shareholders are cordially invited to attend. Only holders of record of
issued and  outstanding  shares of Common  Stock of the  Company at the close of
business on Tuesday,  October 28, 1997 will be entitled to notice of and to vote
at the Annual Meeting or any  adjournments or postponements  thereof.  A copy of
the  Company's  Proxy  Statement  and 1996  Annual  Report  to  Shareholders  is
enclosed.

                                       By Order of the Board of Directors,

                                       Daniel Iesu
                                           Secretary
October 29, 1997

     WHETHER OR NOT YOU EXPECT TO ATTEND THE  ANNUAL  MEETING,  PLEASE  READ THE
ACCOMPANYING PROXY STATEMENT AND PROMPTLY  COMPLETE,  DATE AND SIGN THE ENCLOSED
PROXY CARD AND RETURN IT IN THE ENCLOSED ENVELOPE,  WHICH REQUIRES NO POSTAGE IF
MAILED WITHIN THE UNITED STATES OF AMERICA. THE PROXY IS REVOCABLE BY YOU AT ANY
TIME PRIOR TO ITS USE AT THE ANNUAL MEETING.  IF YOU RECEIVE MORE THAN ONE PROXY
CARD BECAUSE YOUR SHARES ARE  REGISTERED IN DIFFERENT  NAMES OR ADDRESSES,  EACH
PROXY CARD SHOULD BE SIGNED AND  RETURNED TO ASSURE THAT ALL YOUR SHARES WILL BE
VOTED AT THE ANNUAL MEETING.



<PAGE>



                             SIEBERT FINANCIAL CORP.
                          885 Third Avenue, Suite 1720
                            New York, New York 10022
                                 (212) 644-2400

                 PROXY STATEMENT FOR THE 1997 ANNUAL MEETING OF
                  SHAREHOLDERS TO BE HELD ON NOVEMBER 19, 1997

                                  INTRODUCTION

General

     This Proxy Statement is being furnished to the holders of common stock (the
"Shareholders")  of  Siebert  Financial  Corp.,  a  New  York  corporation  (the
"Company"),  in  connection  with the  solicitation  of  proxies by the Board of
Directors of the Company for use at the 1997 Annual Meeting of  Shareholders  of
the Company  (the  "Annual  Meeting")  to be held at 9:30 a.m.,  local time,  on
Wednesday, November 19, 1997 at the Four Seasons Hotel, 57 East 57th Street, New
York,  New York,  and any  adjournments  or  postponements  thereof.  This Proxy
Statement is first being sent to Shareholders of the Company on or about October
29, 1997.

     At the Annual  Meeting,  Shareholders  will (1) elect  five  members of the
Board of Directors to serve until the next Annual Meeting of  Shareholders;  (2)
ratify and approve a Stock Option Plan approved by the Board of  Directors;  (3)
approve a proposed amendment to the Company's Certificate of Incorporation;  (4)
ratify and  approve  the  appointment  by the Board of  Directors  of Richard A.
Eisner & Company, LLP as the Company's  independent auditors for the fiscal year
ended December 31, 1997; and (5) consider and act upon such other matters as may
properly come before the Annual  Meeting or any  adjournments  or  postponements
thereof.

     Shareholders  may also  consider  and act upon such  other  matters  as may
properly come before the Annual  Meeting or any  adjournments  or  postponements
thereof.

Record Date; Shares Entitled to Vote

     The Board of Directors  has fixed the close of business on October 28, 1997
as the record date (the "Record  Date") for  determining  holders of outstanding
shares of the  Company's  common  stock,  par value $.01 per share (the  "Common
Stock"),  entitled  to notice of and to vote at the  Annual  Meeting  and at any
adjournments or postponements thereof. Only holders of record of Common Stock at
the close of  business on such date will be entitled to notice of and to vote at
the Annual Meeting or at any  adjournments  or  postponements  thereof.  On that
date,  there were 5,237,610  shares of Common Stock  outstanding and entitled to
vote. As of October 28, 1997, 5,105,000 shares of Common Stock were beneficially
owned by Muriel F. Siebert, the Chair,  President and a Director of the Company.
Each  outstanding  share of Common Stock entitles the holder thereof to one vote
on all matters submitted for a vote at the Annual Meeting.


                                      -1-


<PAGE>

Vote Required

     Pursuant to the Company's Bylaws,  the affirmative vote of the holders of a
plurality of the voting power of all shares of Common Stock present in person or
by proxy at the Annual  Meeting and voting is required to elect  Directors.  The
affirmative  vote of the  holders of a  majority  of all  outstanding  shares of
Common Stock  entitled to vote at the Annual  Meeting is required to approve the
adoption of the 1997 Stock Option Plan. The affirmative vote of the holders of a
majority of the voting power of all shares of Common Stock  present in person or
by proxy and  entitled to vote at the Annual  Meeting is required to approve the
adoption of the amendment to the Company's  Certificate  of  Incorporation.  The
affirmative  vote of the holders of a majority of the voting power of all shares
of Common Stock  present in person or by proxy at the Annual  Meeting and voting
is required to approve the  appointment of auditors.  Abstentions  will have the
same  effect as a vote  against the  approval of the  adoption of the 1997 Stock
Option  Plan,  the approval of the  adoption of the  amendment to the  Company's
Certificate  of  Incorporation  and the proposal to approve the  appointment  of
auditors and, with respect to election of a nominee for Director,  will have the
same  effect as a withheld  vote.  Broker  non-votes  will have no effect on the
votes with  respect to the  proposal to approve  the  adoption of the 1997 Stock
Option Plan, approve the adoption of the amendments to the Company's Charter and
approve  the  appointment  of  auditors,  nor will they  have any  effect on the
election of Directors.

Solicitation of Proxies

     Each  Shareholder of the Company is requested to complete,  sign,  date and
return the  enclosed  proxy  without  delay in order to ensure that shares owned
thereby are voted at the Annual Meeting.  All shares of Common Stock represented
at the Annual Meeting by properly  executed  proxies received prior to or at the
Annual  Meeting  will be voted at the  Annual  Meeting  in  accordance  with the
instructions on the proxies. If no instructions are given or indicated, properly
executed  proxies  will be voted IN FAVOR OF the approval of the adoption of the
Company's  1997 Stock Option  Plan,  IN FAVOR OF the approval of the adoption of
the amendment to the Company's  Certificate  of  Incorporation,  IN FAVOR OF the
ratification and approval of the appointment of Richard A. Eisner & Company, LLP
as the Company's  independent  auditors for the fiscal year ending  December 31,
1997, and FOR the election of the nominees for Director described herein. In the
event that any nominee at the time of election  shall be unable or  unwilling to
serve or is otherwise  unavailable  for election  (which  contingency is not now
contemplated or foreseen), and in consequence other nominees shall be nominated,
the persons named in the proxy shall have the  discretion  and authority to vote
or  refrain  from  voting  in  accordance  with  their  judgment  on such  other
nominations.  The Company does not know of any other  matters to be presented at
the Annual  Meeting.  If any  additional  matters are properly  presented to the
Annual  Meeting for action,  the persons named in the enclosed  proxy and acting
thereunder will have discretion to vote on such matters in accordance with their
own judgment.

                                      -2-


<PAGE>

Revocation of Proxies

     Any  Shareholder may revoke a proxy at any time before such proxy is voted.
Proxies  may be revoked  (i) by  delivering  to the  Secretary  of the Company a
written  notice of  revocation  bearing a date later than the date of the proxy,
(ii) by duly executing a subsequent  proxy relating to the same shares of Common
Stock and  delivering it to the Secretary of the Company,  or (iii) by attending
the Annual  Meeting and stating to the  Secretary of the Company an intention to
vote in person and so voting.  Attendance at the Annual  Meeting will not in and
of itself  constitute  revocation of a proxy.  Any  subsequent  proxy or written
notice of revocation of a proxy should be delivered to Siebert  Financial Corp.,
885 Third Avenue, Suite 1720, New York, New York 10022, Attention:  Daniel Iesu,
Secretary.

Cost of Solicitation

     The Company will bear the cost of the preparation and mailing of proxies in
connection with the Annual Meeting estimated at $1,500 in the aggregate. Proxies
will be solicited by telephone,  telegram,  mail or personal  contact.  American
Stock Transfer & Trust Company,  the Company's  transfer agent,  will aid in the
solicitation  of proxies in connection with the Annual Meeting for no additional
fee.  Directors,  officers and  employees of the Company may solicit  proxies by
telephone,  telegram,  mail or personal  contact.  Such  persons will receive no
additional  compensation  for such services,  but the Company may reimburse them
for reasonable  out-of-pocket expenses incurred in connection therewith.  Copies
of solicitation material will be furnished to fiduciaries,  custodians, nominees
and brokerage  houses for  forwarding  to beneficial  owners of shares of Common
Stock held in their names and the Company  will  reimburse  them for  reasonable
out-of-pocket expenses incurred in connection therewith.












                                      -3-


<PAGE>



                              ELECTION OF DIRECTORS

General

     At the Annual Meeting, Shareholders will elect five members of the Board of
Directors to serve until the Annual Meeting of  Shareholders  to be held in 1998
and in each case until their respective  successors are elected and qualified or
until  their  death,  resignation,  retirement,  disqualification  or removal as
provided in the Certificate of Incorporation and Bylaws of the Company.

Nominees for Director

     The nominees for Director,  together with certain information  furnished to
the Company by each nominee, are set forth below. All of such nominees currently
serve as directors of the Company.

     Muriel F. Siebert,  64, has been Chair,  President and a director of Muriel
Siebert & Co., Inc.  ("Siebert")  since 1967 and the Company  since  November 8,
1996.  The first woman  member of the New York Stock  Exchange  on December  28,
1967,  Ms. Siebert  served as  Superintendent  of Banks of the State of New York
from 1977 to 1982. She is a director of the New York State Business Council, the
National Women's Business Council,  the International  Women's Forum and the Boy
Scouts of Greater New York.

     Nicholas P.  Dermigny,  39, has been  Executive  Vice  President  and Chief
Operating  Officer of Siebert since joining the firm in 1989.  Prior to 1993, he
was responsible for the retail discount division. Mr. Dermigny became an officer
and director of the Company on November 8, 1996.

     Patricia L. Francy, 52, is Treasurer and Controller of Columbia University.
She previously  served as the  University's  Director of Finance and Director of
Budget  Operations and has been associated  with the University  since 1969. Ms.
Francy became a director of the Company on March 11, 1997.

     Jane H. Macon,  51, is a partner  with the law firm of Fulbright & Jaworski
L.L.P.,  San Antonio,  Texas.  Ms. Macon has been associated with the firm since
1983. Ms. Macon became a director of the Company on November 8, 1996.

     Monte E.  Wetzler,  61,  is a  partner  with the New York law firm of Brown
Raysman  Millstein  Felder  &  Steiner,   LLP  and  chairman  of  its  corporate
department. From 1988 until October 31, 1996, Mr. Wetzler was a partner with the
New York law firm of Whitman  Breed Abbott & Morgan,  chairman of its  corporate
department  and a  member  of its  executive  committee.  Mr.  Wetzler  became a
director of the Company on November 8, 1996.

                                      -4-


<PAGE>



Other Information

     The Board of Directors has standing Audit and Compensation Committees, each
currently  consisting of Ms. Macon,  Mr. Wetzler and Ms. Francy,  who joined the
Board in March 1997.

     From  November 8, 1996 when the Company  merged with and into J.  Michaels,
Inc. until December 31, 1996, Ms. Macon and Mr. Wetzler served as members of the
Audit  Committee.  The Audit Committee held no meetings during that brief period
in 1996. Ms. Macon, Mr. Wetzler and Ms. Francy currently serve as members of the
Audit Committee.  The duties performed or to be performed by the Audit Committee
include (1) review with the independent public accountants of the scope of their
audit, the audited consolidated  financial statements,  and any internal control
comments  contained in the independent  public  accountants'  management letter,
including  corrective  action taken by  management;  (2) review of the Company's
interim unaudited financial reports;  (3) review of the adequacy of the internal
accounting  control systems of the Company and its subsidiaries;  and (4) review
and  approval of  management's  recommendation  for the  appointment  of outside
independent  public  accountants  prior to the submission of their nomination to
the Board of Directors for approval and to the  Shareholders  for  ratification.
The Audit  Committee is concerned  with the  accuracy  and  completeness  of the
Company's  consolidated  financial  statements and matters which relate to them.
However, the Audit Committee's role does not involve the professional evaluation
of the quality of the audit  conducted by the  independent  public  accountants.
While it is  believed  that the  Audit  Committee's  activities  are  beneficial
because they provide ongoing  oversight on behalf of the full Board, they do not
alter the traditional roles and responsibilities of the Company's management and
independent  public  accountants  with  respect to the  accounting  and  control
functions and financial statement presentation.

     From November 8, 1996 until  December 31, 1996,  Ms. Macon and Mr.  Wetzler
served as members of the Compensation Committee. The Compensation Committee held
no meetings  during that brief period in 1996.  Ms. Macom,  Mr.  Wetzler and Ms.
Francy currently serve as members of the Compensation  Committee.  The duties of
the Compensation Committee are to develop,  administer and monitor the executive
compensation  policies of the Company and make recommendations to the Board with
respect to these policies.  In addition,  the  Compensation  Committee  annually
reviews the salaries of the Company's  executive  officers,  including the Chief
Executive  Officer.  When setting the salary of the executive officers for 1997,
the  Compensation  Committee took into  consideration  the compensation for such
persons in previous years.

     During the last two months of 1996, the Board of Directors held one meeting
by  conference  telephone  and acted once by  unanimous  written  consent.  Each
incumbent  Director attended all of the Board meetings held during the period in
which such  Director  was a member of the Board and all of the  meetings  of the
committees on which he or she served during such period.

                                      -5-


<PAGE>

     The Company  indemnifies its executive officers and Directors to the extent
permitted by applicable  law against  liabilities  incurred as a result of their
service to the Company.  Directors are also  indemnified to the extent permitted
by applicable law against  liabilities  incurred as a result of their service as
directors of other corporations when serving at the request of the Company.  The
Company has a directors and officers liability  insurance policy underwritten by
Executive Risk Indemnity, Inc. in the aggregate amount of $5 million. The policy
term is from November 8, 1996 to November 8, 1998. As to  reimbursements  by the
insurer of the  Company's  indemnification  expenses,  the policy has a $150,000
deductible;  there  is no  deductible  for  covered  liabilities  of  individual
Directors and officers.

     Section 16(a) of the Securities Exchange Act of 1934, as amended,  requires
officers,  Directors  and  beneficial  owners of more than 10% of the  Company's
Common Stock to file reports of ownership and changes in their  ownership of the
equity  securities of the Company with the  Securities  and Exchange  Commission
("Commission")  and the Nasdaq SmallCap Market.  Based solely on a review of the
reports and representations furnished to the Company during the last fiscal year
by such  persons,  the  Company  believes  that  each  of  these  persons  is in
compliance with all applicable filing requirements.

Vote Required

     The  affirmative  vote of the holders of a plurality of the voting power of
all shares of Common Stock  present in person or by proxy at the Annual  Meeting
and voting with each share of Common Stock having one vote, is required to elect
Directors.  The enclosed proxy provides a means for Shareholders to vote for the
election of all of the nominees for Director listed above, to withhold authority
to vote for one or more of such  nominees or to withhold  authority  to vote for
all of such nominees.  Abstentions with respect to the election of a nominee for
Director will have the same effect as a withheld vote and broker  non-votes will
have no effect on the election of Directors.

     It is the intention of the persons named in the enclosed  proxy to vote FOR
the  election of all of the persons  named  above to serve as  Directors  of the
Company.  The  nominees,  each of whom  currently  serves  as a  Director,  have
consented  to be named  in this  Proxy  Statement  and to  continue  to serve as
Directors if elected. Management does not contemplate or foresee that any of the
nominees  will be unable or  unwilling  to serve or  otherwise  unavailable  for
election, but if such a situation should arise and other nominees are nominated,
the persons named in the proxy will vote for the election of the other  nominees
recommended by the Board of Directors.  In all cases, the Board of Directors has
the authority to elect persons to fill vacancies on the Board of Directors.

     THE BOARD OF DIRECTORS RECOMMENDS THAT SHAREHOLDERS VOTE "FOR" THE ELECTION
OF THE NOMINEES FOR DIRECTOR SET FORTH ABOVE.


                                      -6-


<PAGE>



                  EXECUTIVE COMPENSATION AND OTHER INFORMATION

Executive Compensation of the Company

     The  following  table  sets  forth  certain  information  with  respect  to
compensation  awarded to, earned by or paid to (a) the Company's Chief Executive
Officer and (b) each of the four most highly  compensated  executive officers of
the  Company as of the 1996 year end (other  than the Chief  Executive  Officer)
whose total  annual  salary and bonus  exceeded  $100,000,  in each case for the
preceding three fiscal years (collectively,  the "Named  Executives").  In 1996,
there was only one such person.

                           SUMMARY COMPENSATION TABLE

                                                    Annual Compensation
                                                 -------------------------
              Name and
         Principal Position          Year        Salary ($)      Bonus ($)
         ------------------          -----       ----------      ---------

Muriel F. Siebert                    1996         $150,000      $2,975,000
Chair and President                  1995          108,000       3,017,000
                                     1994          108,000       1,257,000

Nicholas P. Dermigny                 1996          125,000         205,000
Executive Vice President             1995          125,000         175,000
and Chief Operating Officer          1994           73,000         121,900


Stock Options

     No options  were  granted to or  exercised  by any of the Named  Executives
during fiscal 1996.  See "APPROVAL OF STOCK OPTION  PLAN--General  Information--
Underlying Shares Awarded Under the Stock Option Plan."

Compensation of Directors

     Directors who are not employees of the Company or its subsidiaries are paid
a fee at an annual rate of $10,000.  On March 11, 1997, each of the non-employee
Directors of the Company  received an option to purchase 10,000 shares of Common
Stock at an exercise price of $9.25 per share expiring on the fifth  anniversary
of the date of grant.  Officers and employees of the Company or its subsidiaries
receive no remuneration for their services as Directors. The Company indemnifies
its  Directors to the extent  permitted  by  applicable  law.  See  "ELECTION OF
DIRECTORS--Other    Information"   and   "EXECUTIVE   COMPENSATION   AND   OTHER
INFORMATION--Certain Relationships and Related Transactions."


                                      -7-


<PAGE>



Certain Relationships and Related Transactions

     As a  registered  broker-dealer,  the Company is subject to the Uniform Net
Capital  Rule  (Rule  15c3-1)   promulgated   by  the  Securities  and  Exchange
Commission.  "Net capital" is defined as net worth  (assets minus  liabilities),
plus qualifying subordinated  borrowings,  less certain deductions.  Ms. Siebert
has executed  subordinated notes in favor of the Company in the principal amount
of $3 million which bear interest at rates ranging from 4% to 8%.

     The foregoing relationship and transactions have been approved by the Board
or a committee of the Board or by the Shareholders  and, to the extent that such
arrangements  are available from  non-affiliated  parties,  are on terms no less
favorable to the Company than those available from non-affiliated parties.

              PRINCIPAL HOLDERS OF VOTING SECURITIES OF THE COMPANY

     The following table sets forth information  concerning each person or group
of affiliated  persons known by  management to own  beneficially  more than five
percent  (5%)  of the  Company's  Common  Stock  as of  October  28,  1997.  The
information  given is based on  information  furnished  to the  Company  by such
persons or groups and statements filed with the Commission.


                                               Shares of           Percent of
Name and Address of Beneficial Owner         Common Stock            Class(1)
- ------------------------------------         ------------            --------

Muriel F. Siebert                              5,105,000              97.5%
   885 Third Avenue, Suite 1720
   New York, New York 10022






- ----------

(1)  Includes  in each case shares of Common  Stock  issuable  upon  exercise of
     options or warrants  exercisable  within 60 days for the subject individual
     only. Percentages computed on the basis of 5,237,610 shares of Common Stock
     outstanding as of October 28, 1997.

                                      -8-

<PAGE>



                 SECURITY OWNERSHIP OF MANAGEMENT OF THE COMPANY

     The  following  table  sets  forth  certain  information  with  respect  to
beneficial  ownership  of  the  Common  Stock  as  of  October  28,  1997.  This
information includes beneficial ownership by each person (or group of affiliated
persons)  who is known to the  Company to own  beneficially  more than 5% of the
Common Stock, by each of the Company's  directors and executive  officers and by
all directors and executive  officers as a group. The persons named in the table
have sole voting and investment power with respect to all shares of Common Stock
shown as beneficially owned by them.

Name                                        Shares            Percentage(1)
- ----                                        ------            -------------

Muriel F. Siebert                         5,105,000               97.5%
885 Third Avenue, Suite 1720
New York, New York 10022

Nicholas P. Dermigny                              0               *
Daniel Iesu                                       0               *
Patricia L. Francy                           10,000(2)            *
Jane H. Macon                                10,000(2)            *
Monte E. Wetzler                             10,000(2)            *
Directors and executive officers          5,135,000(3)            97.5%
  as a group (6 persons)

- ----------
* Less than 1%







- ----------

(1)  Percentages  computed  on the basis of  5,237,610  shares  of Common  Stock
     outstanding as of October 28,1997 in accordance with Rule 13d-3 promulgated
     under the Securities Exchange Act of 1934, as amended.

(2)  Consists of 10,000  shares of Common Stock which the director has the right
     to acquire pursuant to a stock option grant.

(3)  Includes  options to purchase an aggregate of 30,000 shares of Common Stock
     described in footnote 2 above.

*
                                      -9-


<PAGE>



                          APPROVAL OF STOCK OPTION PLAN

General

     The Board of Directors is submitting the 1997 Stock Option Plan (the "Stock
Option Plan") to the  Shareholders  for their  ratification  and  approval.  The
purpose of the Stock Option Plan is to advance the  interests of the Company and
its Shareholders by providing employees of the Company and its subsidiaries with
a larger  personal and financial  interest in the success of the Company through
the grant of stock-based incentive compensation. The Board of Directors believes
that the Stock  Option Plan will benefit the Company and its  Shareholders  and,
thus, recommends approval of the Stock Option Plan.

General Information

     Effective Date and Duration of the Stock Option Plan. The Stock Option Plan
will  become  effective  upon  approval  by the  affirmative  vote or consent of
holders of a majority of the issued and outstanding  shares of Common Stock, and
will terminate ten years from the date of its adoption,  or such earlier date as
the Board of Directors may determine.

     Administration.  The Stock Option Plan is to be administered by a committee
of the  Board of  Directors  (the  "Committee")  that  consists  of at least two
directors  and that  satisfies the  provisions  of Rule 16b-3 of the  Securities
Exchange Act of 1934, as amended (the "Exchange  Act"),  or any successor  rule,
and  Section  162(m)(4)(C)(i)  of  the  Code.  The  Compensation  Committee  has
functioned as such  Committee.  Such  Committee  will select  persons to receive
awards under the Stock Option Plan,  determine  the amount of each award and the
terms and conditions  governing such award,  interpret the Stock Option Plan and
any  awards  granted  thereunder,   establish  rules  and  regulations  for  the
administration  of the Stock Option Plan and take any other action  necessary or
desirable for the administration of the Stock Option Plan.

     Underlying Shares Awarded Under the Stock Option Plan. On May 16, 1997, the
Company  granted options to purchase Common Stock to certain of its employees at
an exercise price of $9.25 per share  exercisable at a rate of 20% on the first,
second,  third, fourth and fifth anniversaries of the date of grant and expiring
after the  tenth  anniversary  of the date of  grant;  options  to  purchase  an
aggregate  of  approximately  196,600  shares  of  Common  Stock  are  currently
outstanding and held by 44 employees including options to purchase 50,000 shares
of Common Stock held by Nicholas P. Dermigny. See "--Option Grants." The maximum
number of shares of Common Stock that may be  delivered  or purchased  under the
Stock Option Plan is 525,000,  subject to adjustment to preserve the value of an
award in the event of any change in the  outstanding  Common  Stock by reason of
any stock dividend,  stock split,  combination of shares,  recapitalization,  or
other similar change in the capital stock of the Company, or in the event of the
merger or consolidation of the Company into or with any other corporation or the
reorganization of the Company.



                                      -10-


<PAGE>

     The shares of Common Stock may be authorized  but unissued  shares that are
not reserved for any other purpose,  or previously issued shares acquired by the
Company and held in its treasury. If, as a result of the termination, expiration
or forfeiture of an award or otherwise, certain shares were no longer subject to
an award under the Stock Option Plan,  such shares would again be available  for
future awards under the Stock Option Plan.

     Amendment of the Stock Option Plan. The Stock Option Plan may be amended by
the Board as the Board deems  advisable;  provided,  however,  that no amendment
will become  effective  unless  approved by  affirmative  vote of the  Company's
Shareholders  if such approval is necessary  for the  continued  validity of the
Stock  Option  Plan or if the failure to obtain such  approval  would  adversely
affect  the  compliance  of the Stock  Option  Plan with  Rule  16b-3  under the
Exchange  Act or any other rule or  regulation.  No amendment  may,  without the
consent of a  participant,  impair such  participant's  rights  under any option
previously granted under the Stock Option Plan.

Awards Available Under the Stock Option Plan

     Pursuant to the Stock Option Plan,  options to purchase Common Stock of the
Company  ("Options") may be granted to any employee.  The Company  currently has
approximately 115 employees.

     Any Options awarded under the Stock Option Plan, which will be evidenced by
option agreements, will be either Options intended to qualify as incentive stock
options under Section 422 of the Code ("Incentive Stock Options") or Options not
intended to so qualify ("Nonstatutory Stock Options"). The aggregate fair market
value of Common Stock for which a participant is granted Incentive Stock Options
that first become  exercisable during any given calendar year will be limited to
$100,000.  To the extent such limitation is exceeded,  an Option will be treated
as a Nonstatutory Stock Option.

     No employee may be granted Options during any  consecutive  12-month period
on more than 100,000 shares of Common Stock,  subject to adjustment in the event
of any change in the  outstanding  Common Stock by reason of any stock dividend,
stock split, combination of shares, recapitalization, or other similar change in
the capital stock of the Company, or in the event of the merger or consolidation
of the Company into or with any other  corporation or the  reorganization of the
Company.

     An Option may be  granted  for a term not to exceed ten years from the date
such Option is granted.  An Incentive  Stock  Option  awarded to an employee who
owns stock  possessing  more than 10% of the total combined  voting power of all
classes of stock of the Company may not, in any event, be exercisable  after the
expiration of five years from the date such  Incentive  Stock Option is granted.
All Options will be exercisable in accordance  with the terms and conditions set
forth in the option  agreements  evidencing  the grant of such  Options.  Except
under  limited   circumstances   involving  termination  of  employment  due  to
retirement or death or  disability,  a  participant  may not exercise any Option
granted  under the Stock Option Plan within the first year after the date of the
grant of such Option.


                                      -11-

<PAGE>


     The price  for which  shares  of  Common  Stock may be  purchased  upon the
exercise of an Option  will be the fair market  value of such shares on the date
of the grant of such Option;  provided,  however, that an Incentive Stock Option
granted  to an  employee  who owns stock  possessing  more than 10% of the total
combined  voting  power of all  classes  of stock of the  Company  shall  have a
purchase price for the underlying  shares equal to 110% of the fair market value
of the Common Stock on the date of grant. For purposes of the Stock Option Plan,
the fair market value of a share of Common Stock on a specified date will be the
closing price of the Common Stock on such date on The Nasdaq SmallCap Market or,
if no such sale of Common  Stock  occurs on such date,  the fair market value of
the Common Stock as determined by the Committee in good faith.

     Full  payment of the purchase  price for shares of Common  Stock  purchased
upon the  exercise,  in whole or in part,  of an Option  granted under the Stock
Option  Plan must be made at the time of such  exercise.  The Stock  Option Plan
provides  that the  purchase  price  may be paid in cash or in  shares of Common
Stock valued at their fair market value on the date of purchase.  Alternatively,
an Option may be exercised in whole or in part by delivering a properly executed
exercise notice,  together with irrevocable  instructions to a broker to deliver
promptly to the Company the amount of sale or loan proceeds necessary to pay the
purchase price and applicable  withholding  taxes,  and any other documents that
the Committee deems necessary.

     During a  participant's  lifetime,  Options  granted under the Stock Option
Plan will be  exercisable  only by such  participant.  Furthermore,  any Options
granted under the Stock Option Plan may not be  transferred,  other than by will
or by the laws of descent and  distribution.  Notwithstanding  the foregoing,  a
participant  may transfer a  Nonstatutory  Stock Option  granted under the Stock
Option Plan to his or her spouse,  children and/or  grandchildren,  or to one or
more trusts for the benefit of such family members, if the agreement  evidencing
such Option so provides and the participant  does not receive any  consideration
for the transfer.  Any Option so  transferred  will be subject to the same terms
and conditions  that applied to such Option  immediately  prior to its transfer,
except that it will not be further  transferable  by the  transferee  during the
transferee's lifetime.

     If a  participant's  employment  terminates  by reason of death,  permanent
disability,  or  retirement  at  or  after  age  65,  the  participant  (or  the
participant's  estate in the event of the  participant's  death) may,  within 90
days following such termination,  exercise the option with respect to all or any
part of the shares of Common Stock  subject  thereto  regardless  of whether the
option was otherwise exercisable at the time of termination of employment.  If a
participant's  employment  terminates for any other reason, the participant may,
within 30 days following such  termination,  exercise the Option with respect to
all or any part of the shares of Common Stock subject  thereto,  but only to the
extent  that  such  Option  was  exercisable  at  the  time  of  termination  of
employment.

     The foregoing summary is qualified in its entirety by reference to the full
text of the  Stock  Option  Plan,  which is set  forth as Annex A to this  Proxy
Statement.


                                      -12-


<PAGE>

     On October 24, 1997, the closing price of the Company's Common Stock on The
Nasdaq SmallCap Market was $_____ per share.

Federal Income Tax Consequences

     Nonstatutory  Stock Options.  The grant of a Nonstatutory Stock Option will
have no immediate tax consequences to the Company or the employee.  The exercise
of a Nonstatutory  Stock Option will require an employee to include in his gross
income the amount by which the fair market value of the  acquired  shares on the
exercise date (or the date on which any substantial  risk of forfeiture  lapses)
exceeds the option price.

     Upon a  subsequent  sale or taxable  exchange of the shares  acquired  upon
exercise of a  Nonstatutory  Stock Option,  an employee will  recognize  long or
short-term  capital  gain or loss  equal to the  difference  between  the amount
realized on the sale and the tax basis of such shares.

     The Company will be entitled (provided applicable withholding  requirements
are met) to a deduction for Federal  income tax purposes at the same time and in
the same amount as the employee is in receipt of income in  connection  with the
exercise of a Nonstatutory Stock Option.

     Incentive  Stock Options.  The grant of an Incentive Stock Option will have
no immediate tax  consequences  to the Company or the employee.  If the employee
exercises an Incentive  Stock Option and does not dispose of the acquired shares
within two years after the grant of the  Incentive  Stock  Option nor within one
year  after the date of the  transfer  of such  shares to him (a  "disqualifying
disposition"),  he will realize no compensation income and any gain or loss that
he  realizes  on a  subsequent  disposition  of such  shares  will be treated as
long-term  capital gain or loss.  For  purposes of  calculating  the  employee's
alternative minimum taxable income,  however,  the Option will be taxed as if it
were a Nonstatutory Stock Option.

     If an employee makes a  disqualifying  disposition,  he will be required to
include in income, as compensation, the lesser of (i) the difference between the
option price and the fair market  value of the  acquired  shares on the exercise
date (or the date on which any  substantial  risk of forfeiture  lapses) or (ii)
the amount of gain realized. In addition,  depending on the amount received as a
result of such disposition,  the employee may realize long or short-term capital
gain or loss.

     The Company will be entitled to a deduction for Federal income tax purposes
at the  same  time and in the same  amount  as the  employee  is in  receipt  of
compensation income as a result of a disqualifying  disposition.  If there is no
disqualifying disposition, no deduction will be available to the Company.


                                   -13-


<PAGE>

Option Grants

     On May 16, 1997, the Company granted Options to certain of its employees at
an exercise price of $9.25 per share  exercisable at a rate of 20% on the first,
second,  third, fourth and fifth anniversaries of the date of grant and expiring
after the  tenth  anniversary  of the date of  grant;  options  to  purchase  an
aggregate  of  approximately  196,600  shares  of  Common  Stock  are  currently
outstanding  and held by 44  employees.  Details of such  grants are  summarized
below:

                                NEW PLAN BENEFITS
==============================================================================
                             1997 Stock Option Plan
- ------------------------------------ ---------------------- ------------------
         Name and Position               Dollar Value ($)     Number of Units

- ------------------------------------ ---------------------- ------------------
- ------------------------------------ ---------------------- ------------------
Muriel F. Siebert, Chair and                      0                    0
President
- ------------------------------------ ---------------------- ------------------
- ------------------------------------ ---------------------- ------------------
Nicholas P. Dermigny, Executive            $462,500               50,000
Vice-President and Chief Operating
Officer
- ------------------------------------ ---------------------- ------------------
- ------------------------------------ ---------------------- ------------------
Executive Group (2 persons)                $462,500               50,000
- ------------------------------------ ---------------------- ------------------
- ------------------------------------ ---------------------- ------------------
Daniel Iesu                                $138,750               15,000
- ------------------------------------ ---------------------- ------------------
- ------------------------------------ ---------------------- ------------------
Patricia L. Francy                                0                    0
- ------------------------------------ ---------------------- ------------------
- ------------------------------------ ---------------------- ------------------
Jane H. Macon                                     0                    0
- ------------------------------------ ---------------------- ------------------
- ------------------------------------ ---------------------- ------------------
Monte E. Wetzler                                  0                    0
- ------------------------------------ ---------------------- ------------------
- ------------------------------------ ---------------------- ------------------
Non-Executive Director Group                      0                    0
(3 persons)
- ------------------------------------ ---------------------- ------------------
- ------------------------------------ ---------------------- ------------------
Non-Executive Officer Employee           $1,356,050.00           146,600
Group (approximately 43 persons)
- ------------------------------------ ---------------------- ------------------

     The Company has not  determined  to whom or how many Options may be granted
in the future.

Vote Required

     The Stock Option Plan and the grants made to date thereunder are subject to
approval by the affirmative vote of the holders of a majority of all outstanding
shares of Common Stock entitled to vote at the Annual  Meeting,  with each share
of Common Stock having one vote.

     THE BOARD RECOMMENDS THAT THE SHAREHOLDERS  VOTE "IN FAVOR OF" THE ADOPTION
OF THE STOCK OPTION PLAN AS SET FORTH ABOVE.





                                      -14-


<PAGE>



            APPROVAL OF AMENDMENT TO THE CERTIFICATE OF INCORPORATION

General

     On  _________  ___,1997,  the Board of  Directors  unanimously  adopted  an
amendment  to Article  Nine of the  present  Certificate  of  Incorporation,  as
amended.  The  Shareholders  are being asked to approve  this  amendment  to the
present  Article  Nine of the  Certificate  of  Incorporation  with  respect  to
indemnification of directors (the "Proposed Amendment").  The Proposed Amendment
would  revise and restate  Article  Nine as set forth in full in Annex B to this
Proxy Statement. The Board of Directors considers it to be in the best interests
of the Company and its Shareholders to indemnify the directors of the Company to
the fullest extent permitted by applicable law.

General Information

     The Proposed Amendment is consistent with the New York Business Corporation
Law (the "BCL") which is designed,  among other things,  to encourage  qualified
individuals to serve as directors of New York  corporations  by permitting  such
corporations  to include in their  certificates  of  incorporation  a  provision
limiting or eliminating  directors' personal liability for damages for breach of
certain duties as a director.  An amendment to the certificate of  incorporation
approved by  shareholders  is required in order for a corporation  to effectuate
this limitation of liability.

     In  performing  their  duties,  directors  of a New  York  corporation  are
obligated to exercise their business  judgment and to act in good faith and with
the degree of care which an ordinarily  prudent  person in a like position would
apply under similar  circumstances.  Decisions by directors  made on an informed
basis,  in good  faith and in the belief  that the  action  taken is in the best
interest of the corporation and its shareholders are generally  protected by the
so-called "business judgment rule," which generally is to the effect that courts
should not question the  propriety of such  decisions.  However,  because of the
expense of defending lawsuits,  the frequency with which unwarranted  litigation
is brought against directors and officers and the inevitable uncertainties as to
the  application  of  the  business   judgment  rule  to  particular  facts  and
circumstances,  directors and officers of a corporation,  as a practical matter,
rely on indemnity from, and insurance  procured by, the  corporation  they serve
for the payment of any such  expenses or unforeseen  liability.  For many years,
New York (the Company's state of incorporation) has recognized the importance of
allowing New York  corporations  to provide  protection  against the risk to the
personal  resources  of their  directors  which  arises out of their  service as
directors.

     The BCL permits New York corporations,  with shareholder approval, to amend
their  certificates of incorporation in order to eliminate or limit the personal
liability of directors to a corporation and shareholders for damages arising for
breaches of the director's duty. However, the BCL does not permit elimination or
limitation  of the  liability  of any  director  if a  judgment  or other  final


                                      -15-




<PAGE>

adjudication  adverse  to him or her  establishes  that  (i) his or her  acts or
omissions  were in bad faith or  involved  intentional  misconduct  or a knowing
violation of law, (ii) he or she personally  derived a financial profit or other
advantage  to  which he or she was not  legally  entitled,  or (iii)  his or her
action   involved  (a)  an  improper   declaration  of  any  dividend  or  other
distribution,  (b) an improper  redemption by the corporation of its own shares,
(c) the distribution of assets to shareholders after dissolution, without paying
or adequately  providing for, with certain exceptions,  known liabilities of the
corporation,  or (d) the  making of an  improper  loan to a  director.  Further,
liability may not be limited or eliminated for acts or omissions  which occurred
prior  to the  filing  of an  amendment  to  the  corporation's  certificate  of
incorporation containing the limitation on director's liability.

     The Proposed  Amendment to the Company's  Certificate of  Incorporation  is
intended to afford its directors  protection  against personal  liability to the
full extent permitted by the BCL. Affording such protection will have the effect
of  eliminating  the  ability of the  Company  and its  Shareholders  to recover
damages  against  directors  in certain  cases.  The  limitation  on  directors'
personal  liability  contained in the Proposed  Amendment will provide directors
with protection against certain types of shareholderderivative actions and other
lawsuits  brought  against   directors  in  the  name  of  the  Company  or  its
Shareholders,  the risks of which have  traditionally  been  insured  against by
directors' and officers' liability insurance. One effect of the amendment may be
to  eliminate  the  liability  of  directors  for  breaches  of  duty  involving
negligence  (including  gross  negligence) in a number of situations,  including
acquisition  transactions.  The Proposed  Amendment may reduce the likelihood of
derivative litigation against directors and may discourage or deter Shareholders
or  management  from  bringing a lawsuit  against  directors for breach of their
duty, even though such an action, if successful, might otherwise have benefitted
the Company and its Shareholders,  and thus could be at the potential expense of
the  Shareholders.  The Proposed  Amendment would apply only to claims against a
director arising out of his or her role as a director and would not limit, if he
or she is also an  officer,  his or her  liability  as an  officer or his or her
responsibilities  or  liabilities  under  any  other  law,  such as the  federal
securities  laws.  Adoption  of the  amendment  would  not  affect a  director's
liabilities  for acts or  failures  to act  prior to the time  when the  amended
Article Nine becomes effective.

     The Company's  present  directors are  personally  interested  in, and will
personally benefit from, adoption of the Proposed  Amendment,  and such interest
may conflict with the interest of Shareholders.  However, the Company's Board of
Directors  believes that, by reducing the potential risks of personal  liability
to  directors,  the Proposed  Amendment  will enhance the  Company's  ability to
continue  to  attract  and  retain  highly  qualified  directors.  The  Board of
Directors  believes  that the diligence  and care  exercised by directors  stems
primarily  from their desire to act in the best  interest of the Company and not
from a fear of damage awards.  Therefore,  the Board of Directors  believes that
the level of care and diligence  exercised by the directors will not be lessened
by adoption of the proposed amended Article Nine.


                                      -16-



<PAGE>

     If, after  approval by the  Shareholders  of the amendment to Article Nine,
the BCL is amended to authorize  corporate  action further limiting the personal
liability of directors, then the liability of a director of the Company would be
eliminated or limited to the fullest extent permitted by the BCL, as so amended,
without further amendment of Article Nine.

     If approved,  amended  Article Nine would become  effective upon the filing
with  the  Secretary  of State of the  State  of New  York of a  Certificate  of
Amendment to the Company's Certificate of Incorporation, which filing would take
place shortly after such approval.

Vote Required

     The amendment to the Company's  Certificate of  Incorporation is subject to
approval  by the  affirmative  vote of the  holders of a majority  of the voting
power of all shares of Common  Stock  present in person or by proxy and entitled
to vote at the Annual Meeting, with each share of Common Stock having one vote.

     THE BOARD RECOMMENDS THAT THE SHAREHOLDERS  VOTE "IN FAVOR OF" THE ADOPTION
OF THE AMENDMENT TO THE CERTIFICATE OF INCORPORATION AS SET FORTH ABOVE.









                                      -17-


<PAGE>



                  APPOINTMENT OF INDEPENDENT PUBLIC ACCOUNTANTS

     Upon the recommendation of the Audit Committee,  the Board of Directors has
appointed  Richard A.  Eisner & Company,  LLP as  independent  certified  public
accountants  of the  Company  for the fiscal  year  ending  December  31,  1997.
Although the selection of auditors does not require ratification,  the Board has
directed that the  appointment of Richard A. Eisner & Company,  LLP be submitted
to Shareholders for ratification  because management  believes this matter is of
such significance as to warrant  Shareholder  participation.  If Shareholders do
not ratify the  appointment,  the Board of Directors,  after review by the Audit
Committee,  will consider the appointment of other independent  certified public
accountants.

     Representatives of Richard A. Eisner & Company,  LLP will be present at the
Annual Meeting and will be afforded the  opportunity to make a statement if they
desire to do so and will be available to respond to appropriate questions.

     The  affirmative  vote of the holders of a majority of the voting  power of
all shares of Common Stock present in person or by proxy at the Annual  Meeting,
with each share of Common  Stock  having  one vote,  is  required  to ratify and
approve the appointment of auditors.

     THE BOARD OF DIRECTORS RECOMMENDS THAT SHAREHOLDERS VOTE "FOR" RATIFICATION
AND  APPROVAL  OF THE  APPOINTMENT  OF RICHARD A.  EISNER & COMPANY,  LLP AS THE
COMPANY'S AUDITORS FOR THE FISCAL YEAR ENDING DECEMBER 31, 1997.

                SHAREHOLDER PROPOSALS FOR THE 1998 ANNUAL MEETING

     Shareholder  proposals  intended to be presented at the 1998 Annual Meeting
of  Shareholders  of the  Company  must be received by the Company no later than
July 1, 1998 for inclusion in the Company's proxy material for that meeting.

                                  OTHER MATTERS

     The Board of Directors  does not know of any other  matters to be presented
at the Annual Meeting.  If any additional  matters are properly presented to the
Annual Meeting for action,  the persons named in the enclosed proxies and acting
thereunder will have discretion to vote on such matters in accordance with their
own judgment.

                                  By Order of the Board of Directors

                                  Daniel Iesu
                                     Secretary

Dated:  October 29, 1997


                                      -18-



<PAGE>

     PLEASE COMPLETE, DATE AND SIGN THE ENCLOSED PROXY AND RETURN IT PROMPTLY IN
THE ENCLOSED ENVELOPE.

     A copy of the Company's  Annual  Report on Form 10-K,  as amended,  for the
fiscal year ended  December  31,  1996 filed with the  Securities  and  Exchange
Commission  may be obtained  without  charge (except for exhibits to such annual
report,  which  will be  furnished  upon  payment  of the  Company's  reasonable
expenses in furnishing such exhibits) by any such person solicited  hereunder by
writing to: Daniel Iesu,  Secretary,  Siebert Financial Corp., 885 Third Avenue,
Suite 1720, New York, New York 10022.












                                      -19-

<PAGE>
                                     ANNEX A

                             Siebert Financial Corp.
                             1997 Stock Option Plan


     1. Purpose.  The purpose of this Siebert  Financial Corp. 1997 Stock Option
Plan (the "Plan") is to advance the interests of Siebert  Financial  Corp.  (the
"Company")  and its  shareholders  by providing  officers  and  employees of the
Company and its  subsidiaries  with a larger personal and financial  interest in
the success of the Company through the grant of stock options.

     2.  Administration.  The Plan shall be  administered  by a  committee  (the
"Committee") consisting of at least two members of the Board of Directors of the
Company (the "Board"). The Committee shall be constituted in such a manner as to
satisfy the  requirements  of applicable law, the provisions of Rule 16b-3 under
the  Securities  Exchange Act of 1934, as amended (the "Exchange  Act"),  or any
successor  rule, and the provisions of Section  162(m)(4)(C)(i)  of the Internal
Revenue Code of 1986, as amended (the "Code"). The Committee shall be appointed,
and vacancies shall be filled, by the Board. The Committee shall have full power
and  authority to (i) select the  individuals  to whom  Options (as  hereinafter
defined) may be granted under the Plan;  (ii)  determine the number of shares of
Common Stock (as hereinafter  defined)  covered by each Option and the terms and
conditions,  not  inconsistent  with the provisions of the Plan,  governing such
Option;  (iii)  interpret  the  Plan and any  Option  granted  thereunder;  (iv)
establish  such  rules  and   regulations  as  it  deems   appropriate  for  the
administration of the Plan; and (v) take such other action as it deems necessary
or desirable  for the  administration  of the Plan.  Any action of the Committee
with respect to the  administration of the Plan shall be taken by majority vote.
The Committee's  interpretation and construction of any provision of the Plan or
the terms of any Option shall be conclusive and binding on all parties.

     3.  Participants.  Options may be granted  under the Plan to any officer or
employee of the Company.

     4. The Shares. The shares that may be delivered or purchased under the Plan
shall not exceed an aggregate of 525,000 shares (subject to adjustment  pursuant
to Section 7) of common  stock,  par value $.01 per share,  of the Company  (the
"Common  Stock").  Such  shares  of Common  Stock  shall be set aside out of the
authorized  but  unissued  shares of Common  Stock  not  reserved  for any other
purpose or out of previously  issued shares  acquired by the Company and held in
its treasury.  Any shares of Common Stock which, by reason of the termination or
expiration  of an Option or  otherwise,  are no longer  subject to an Option may
again be subjected to an Option under the Plan.

     5. Options. Options to purchase Common Stock ("Options") shall be evidenced
by option  agreements  which  shall be subject to the terms and  conditions  set
forth in the Plan and such other terms and conditions not inconsistent  herewith
as the Committee may approve.

<PAGE>


          (a)  Types of  Options.  Options  granted  under  the Plan  shall,  as
     determined  by the  Committee  at the  time of  grant,  be  either  Options
     intended to qualify as incentive  stock  options  under  Section 422 of the
     Code  ("Incentive  Stock  Options")  or Options not  intended to so qualify
     ("Nonstatutory  Stock  Options").  Each option agreement shall identify the
     Option as an Incentive Stock Option or as a Nonstatutory Stock Option.

          (b) Price.  The price at which shares of Common Stock may be purchased
     upon the  exercise  of an Option  granted  under the Plan shall be the fair
     market value of such shares on the date of grant of such Option;  provided,
     however,  that an Incentive  Stock  Option  granted to an employee who owns
     stock  possessing  more than 10% of the total combined  voting power of all
     classes  of  stock of the  Company  shall  have a  purchase  price  for the
     underlying  shares  equal to 110% of the fair  market  value of the  Common
     Stock on the date of grant.

          For  purposes of the Plan,  the fair market value of a share of Common
     Stock on a specified  date shall be the  closing  price on such date of the
     Common  Stock on the Nasdaq  SmallCap  Market or, if no such sale of Common
     Stock  occurs on such date,  the fair market  value of the Common  Stock as
     determined by the Committee in good faith.

          (c)  Per-Participant  Limit.  No  participant  may be granted  Options
     during  any  consecutive  12-month  period on more than  100,000  shares of
     Common Stock (subject to adjustment pursuant to Section 7).

          (d) Limitation on Incentive  Stock Options.  The aggregate fair market
     value  (determined  on the date of  grant)  of  Common  Stock  for  which a
     participant   is  granted   Incentive   Stock  Options  that  first  become
     exercisable during any given calendar year shall be limited to $100,000. To
     the extent such  limitation  is  exceeded,  an Option shall be treated as a
     Nonstatutory Stock Option.

          (e)  Nontransferability.  Options  granted under the Plan shall not be
     transferable other than by will or by the laws of descent and distribution,
     and,  during a  participant's  lifetime,  shall be exercisable  only by the
     participant.  Notwithstanding the foregoing, a participant may transfer any
     Nonstatutory  Option  granted under the Plan to the  participant's  spouse,
     children and/or grandchildren,  or to one or more trusts for the benefit of
     such family  members,  if the agreement  evidencing such Option so provides
     and the participant  does not receive any  consideration  for the transfer.
     Any Option so  transferred  shall  continue to be subject to the same terms
     and  conditions  that  applied  to such  Option  immediately  prior  to its
     transfer  (except  that  such  transferred  Option  shall  not  be  further
     transferable by the transferee during the transferee's lifetime).

          (f) Term and  Exercisability  of  Options.  Options may be granted for
     terms of not more than 10 years and shall be exercisable in accordance with
     such  terms  and  conditions  as are set  forth  in the  option  agreements

                                      -2-

<PAGE>

     evidencing the grant of such Options.  In no event shall an Incentive Stock
     Option  granted to an employee who owns stock  possessing  more than 10% of
     the total  combined  voting power of all classes of stock of the Company be
     exercisable after the expiration of five years from the date such Incentive
     Stock Option is granted.

          Except as otherwise  provided in Section 5(g), no Option granted under
     the Plan shall be exercisable by a participant  during the first year after
     the date of grant of such Option.

          (g)  Termination  of  Employment.  An  Option  may  not  be  exercised
     following a participant's  termination of employment except as set forth in
     this Section 5(g).

               (i)  Death,  Disability,   or  Retirement.   If  a  participant's
          employment terminates by reason of death, permanent disability (within
          the meaning of Section  22(e)(3)  of the Code),  or  retirement  at or
          after age 65,  the  participant  (or the  participant's  estate in the
          event of the  participant's  death) may, within 90 days following such
          termination,  exercise  the Option with  respect to all or any part of
          the shares of Common Stock subject  thereto  regardless of whether the
          Option  was  otherwise  exercisable  at the  time  of  termination  of
          employment.

               (ii) Other Reasons. If a participant's  employment terminates for
          any reason other than death, permanent disability, or retirement at or
          after age 65,  the  participant  may,  within 30 days  following  such
          termination,  exercise  the Option with  respect to all or any part of
          the shares of Common  Stock  subject  thereto,  but only to the extent
          that  such  Option  was  exercisable  at the  time of  termination  of
          employment.

          In no event may an Option be  exercised  after the  expiration  of the
     term of such Option.

          (h) Payment.  Full payment of the purchase  price for shares of Common
     Stock  purchased  upon the  exercise,  in whole  or in part,  of an  Option
     granted  under  the Plan  shall be made at the time of such  exercise.  The
     purchase  price may be paid in cash or in shares of Common  Stock valued at
     their fair market value on the date of purchase.  Alternatively,  an Option
     may be  exercised  in whole or in part by  delivering  a properly  executed
     exercise  notice  together  with  irrevocable  instructions  to a broker to
     deliver  promptly  to the  Company  the  amount  of sale  or loan  proceeds
     necessary to pay the purchase price and applicable  withholding  taxes, and
     such other documents as the Committee may determine.

     6. Withholding.  No later than the date as of which an amount first becomes
includible in the gross income of a participant  for Federal income tax purposes

                                      -3-

<PAGE>


with  respect to any Option  under the Plan,  the  participant  shall pay to the
Company, or make arrangement satisfactory to the Committee regarding the payment
of, any  Federal,  state or local  taxes  required  by law to be  withheld  with
respect  to  such  amount.   Unless  otherwise   determined  by  the  Committee,
withholding obligations may be settled with Common Stock, including Common Stock
that is part of the Option that gives rise to the withholding  requirement.  The
obligations  of the Company under the Plan shall be  conditional on such payment
or arrangements  and the Company shall, to the extent permitted by law, have the
right  to  deduct  any  such  taxes  from  any  payment  of any  kind due to the
participant.  Any election made by a participant subject to Section 16(b) of the
Exchange  Act to have shares of Common  Stock  withheld in  satisfaction  of the
withholding  requirement  with  respect to such  participant's  Option  shall be
subject to the approval of the  Committee  and shall be in  accordance  with the
requirements of Rule 16b-3 under such Act.

     7.  Changes  in  Capital  Structure,  etc.  In the event that the shares of
Common Stock, as presently constituted, shall be changed into or exchanged for a
different  number or kind of shares of stock or other  securities of the Company
or  of  another  corporation  (whether  by  reason  of  merger,   consolidation,
recapitalization,   reclassification,   split-up,   combination  of  shares,  or
otherwise)  or if the  number of such  shares  shall be  increased  through  the
payment of a stock dividend or a dividend on shares of Common Stock of rights or
warrants to purchase  securities of the Company shall be made,  then there shall
be  substituted  for  or  added  to  each  share  of  Common  Stock  theretofore
appropriated or thereafter  subject or which may become subject to an Option the
number  and  kind of  shares  of  stock  or other  securities  into  which  each
outstanding  share of Common  Stock shall be so changed,  or for which each such
share shall be exchanged,  or to which each such share shall be entitled, as the
case may be, and references  herein to shares of Common Stock shall be deemed to
be references to any such stock or other securities as appropriate.  Outstanding
Options shall also be  appropriately  amended as to price and other terms as may
be necessary to reflect the  foregoing  events.  In the event there shall be any
other change in the number or kind of the outstanding  shares of Common Stock or
any stock or other  securities into which such shares shall have been changed or
for which it shall have be exchanged,  then if the Committee  shall, in its sole
discretion,  determine that such change equitably  requires an adjustment in any
Option  theretofore  granted  or which may be  granted  under  this  Plan,  such
adjustments  shall be made in  accordance  with such  determination.  Fractional
shares  resulting from any adjustment in Options  pursuant to this Section 7 may
be settled in cash or otherwise as the Committee shall determine.  Notice of any
adjustment shall be given by the Company to each holder of an Option which shall
have been  adjusted  and such  adjustment  (whether or not such notice is given)
shall be effective and binding for all purposes of this Plan.

     8. Effective Date and Termination of Plan. The Plan shall become  effective
on the date of its  adoption by the Board,  subject to the  ratification  of the
Plan by the  affirmative  vote or consent of holders of a majority of the issued
and outstanding  shares of Common Stock.  The Plan shall terminate 10 years from
the date of its adoption or such earlier  date as the Board may  determine.  Any
Option outstanding under the Plan at the time of its termination shall remain in
effect in accordance with its terms and conditions and those of the Plan.

                                      -4-

<PAGE>


     9.  Amendment.  The Board may  amend the Plan in any  respect  from time to
time;  provided,  however,  that no  amendment  shall  become  effective  unless
approved by affirmative  vote of the Company's  shareholders if such approval is
necessary  for the  continued  validity  of the Plan or if the failure to obtain
such approval would adversely  affect the compliance of the Plan with Rule 16b-3
under the  Exchange  Act or any other  rule or  regulation.  No  amendment  may,
without the consent of a participant, impair such participant's rights under any
Option previously granted under the Plan.

     10. Legal and Regulatory  Requirements.  No Option shall be exercisable and
no shares  will be  delivered  under  the Plan  except  in  compliance  with all
applicable Federal and state laws and regulations including, without limitation,
compliance with  withholding tax requirements and with the rules of all domestic
stock exchanges on which the Common Stock may be listed.  Any share  certificate
issued to evidence shares for which an Option is exercised may bear such legends
and statements as the Committee  shall deem advisable to assure  compliance with
Federal and state laws and  regulations.  No Option shall be exercisable  and no
shares shall be delivered under the Plan, until the Company has obtained consent
or approval from regulatory bodies,  Federal or state,  having jurisdiction over
such matters as the Committee may deem advisable.

     11. General Provisions.

          (a) Nothing  contained in the Plan, or in any Option granted  pursuant
     to the Plan,  shall confer upon any employee any right to the  continuation
     of the employee's employment or services.

          (b) The Plan and all Options made and actions taken  thereunder  shall
     be governed by and  construed in  accordance  with the laws of the State of
     New York.

                                      -5-

<PAGE>


                                    ANNEX B

NINTH:  The liability to the Corporation and its  shareholders of each and every
person  who is at any  time a  director  of the  Corporation,  in such  person's
capacity as such director,  is, and shall be, limited and eliminated to the full
extent  permitted  by law  (as  now or  hereafter  in  effect).  Any  repeal  or
modification  of  this  Paragraph  shall  not  adversely  affect  any  right  or
protection of any person existing at the time of such appeal or modification.






<PAGE>

                             SIEBERT FINANCIAL CORP.

                  PROXY FOR THE ANNUAL MEETING OF SHAREHOLDERS
                          TO BE HELD NOVEMBER 19, 1997

        THIS PROXY IS BEING SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS

     The undersigned  hereby appoints T.K. Flatley or Nicholas P. Dermigny,  and
each of them,  proxies of the undersigned,  with full power of substitution,  to
vote  all  shares  of  Common  Stock  of  Siebert  Financial  Corp.,  a New York
corporation ("Siebert"), which the undersigned is entitled to vote at the Annual
Meeting of Shareholders of Siebert to be held at the Four Seasons Hotel, 57 East
57th Street,  New York, New York 10022, on Wednesday,  November 19, 1997 at 9:30
a.m.  (local  time),  or any  adjournment  thereof,  with  all  the  powers  the
undersigned would have if personally present, on the following matters:

             IMPORTANT: SIGNATURE AND DATE REQUIRED ON REVERSE SIDE



<PAGE>

A   X   Please mark your
  ----- votes as in this
        example
<TABLE>
<CAPTION>
                          
                               
<S>      <C>                            <C>                              <C>  
         FOR all nominees              WITHHOLD AUTHORITY               Nominees:  Muriel F. Siebert
         at the right (except as       to vote for all                             Nicholas P. Dermigny
         marked to the contrary)       nominees listed                             Patricia L. Francy
                                       at right                                    Jane H. Macon
                                                                                   Monte E. Wetzler 

 

1.  ELECTION OF DIRECTORS

(INSTRUCTION:  To withhold authority to vote for any individual nominee, write that nominee's name in the space
provided below).

- ----------------------------------------------------------------------------------------------------------------
</TABLE>


2.   Ratification and approval of the adoption of the Stock Option Plan approved
     by the  Board  of  Directors  and  certain  option  grants  thereunder.  

                [ ]    FOR        [ ]     AGAINST       [ ]   ABSTAIN

3.   Ratification  and approval of the adoption of the Amendment to Article Nine
     of the Certificate of Incorporation of Siebert.

                [ ]    FOR        [ ]     AGAINST       [ ]   ABSTAIN 

4.   Ratification  of the  appointment  of Richard A.  Eisner & Company,  LLP as
     Siebert's independent auditors for the fiscal year ended December 31, 1997.
     
                [ ]    FOR        [ ]     AGAINST       [ ]   ABSTAIN

5.   In their  discretion,  the above named  proxies are  authorized  to vote in
     accordance with their own judgment upon such other business as may properly
     come before the meeting.


                         
     This Proxy,  when properly  executed,  will be voted in the manner directed
herein by the undersigned shareholder.  If no direction is indicated, this Proxy
will be voted "FOR" items 1,2,3 and 4 and the Proxies will use their  discretion
with respect to any matters referred to in item 5.

                           
     The undersigned hereby  acknowledges  receipt of a copy of the accompanying
Notice of Annual Meeting of Shareholders  and Proxy Statement and hereby revokes
any Proxy or Proxies  heretofore  given. You may strike out the persons named as
proxies and designate a person of your choice,  and may send this Proxy directly
to such person.

     DATED:                , 1997 
             -------------


                                         SIGNATURE(S):               
                                                      --------------------------

                                        ----------------------------------------
                                       (Signature if held jointly)

NOTE:    Please  complete,  date and sign exactly as your name  appears  hereon.
         When signing as attorney, administrator, executor, guardian, trustee or
         corporate official,  please add your title. If shares are held jointly,
         each holder should sign.


                                                                       


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