SIEBERT FINANCIAL CORP
S-1/A, 1998-07-29
SECURITY BROKERS, DEALERS & FLOTATION COMPANIES
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    As filed with the Securities and Exchange Commission on July _____, 1998

                                                      Registration No. 333-49843
================================================================================

                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549


                                 Amendment No. 2
                                       to
                                    FORM S-1
                             REGISTRATION STATEMENT
                                      UNDER
                           THE SECURITIES ACT OF 1933


                             SIEBERT FINANCIAL CORP.
             (Exact name of registrant as specified in its charter)

<TABLE>
<CAPTION>
<S>                                 <C>                               <C>
          New York                              6211                           11-1796714
(State or other jurisdiction of     (Primary Standard Industrial      (I.R.S. Employer Identification
incorporation or organization)       Classification Code Number)                 Number)
</TABLE>

                          885 Third Avenue, Suite 1720
                            New York, New York 10022
                                 (212) 644-2400
               (Address, including zip code, and telephone number,
        including area code, of registrant's principal executive offices)

<TABLE>
<CAPTION>
<S>     <C>                                           <C>
                                                             Copy to:
           Richard M. Feldman                           Sarah Hewitt, Esq.
         Siebert Financial Corp.           Brown Raysman Millstein Felder & Steiner, LLP
      885 Third Avenue, Suite 1720                     120 West 45th Street
        New York, New York  10022                    New York, New York  10036
             (212) 644-2400                               (212) 944-1515
(Name, address, including zip code, and
 telephone number, including area code,
          of agent for service)
</TABLE>

  APPROXIMATE  DATE OF COMMENCEMENT  OF PROPOSED SALE TO THE PUBLIC:  As soon as
practicable following the effective date of this Registration  Statement and the
effective date of the Rights Offering described herein.

  If any of the securities  being registered on this Form are to be offered on a
delayed or continuous  basis  pursuant to Rule 415 under the  Securities  Act of
1933, check the following box. |X|

  If this  Form is filed  to  register  additional  securities  for an  offering
pursuant to Rule 462(b) under the  Securities  Act,  check the following box and
list the Securities Act registration  statement number of the earlier  effective
registration statement for the same offering. ______

  If this Form is a post-effective amendment filed pursuant to Rule 462(c) under
the  Securities  Act,  check  the  following  box and  list the  Securities  Act
registration  statement number of the earlier effective  registration  statement
for the same offering. ______

  If this Form is a post-effective amendment filed pursuant to Rule 462(d) under
the  Securities  Act,  check  the  following  box and  list the  Securities  Act
registration  statement number of the earlier effective  registration  statement
for the same offering. ______

  If delivery  of the  prospectus  is expected to be made  pursuant to Rule 434,
check the following box. ______

                                  ------------

THE REGISTRANT HEREBY AMENDS THIS  REGISTRATION  STATEMENT ON SUCH DATE OR DATES
AS MAY BE NECESSARY TO DELAY ITS EFFECTIVE DATE UNTIL THE REGISTRANT  SHALL FILE
A FURTHER AMENDMENT WHICH SPECIFICALLY  STATES THAT THIS REGISTRATION  STATEMENT
SHALL  THEREAFTER  BECOME  EFFECTIVE  IN  ACCORDANCE  WITH  SECTION  8(A) OF THE
SECURITIES ACT OF 1933, AS AMENDED,  OR UNTIL THIS REGISTRATION  STATEMENT SHALL
BECOME EFFECTIVE ON SUCH DATE AS THE SECURITIES AND EXCHANGE COMMISSION,  ACTING
PURSUANT TO SAID SECTION 8(A), MAY DETERMINE.

                           Exhibit Index on Page II-1
<PAGE>

PROSPECTUS

INFORMATION   CONTAINED  HEREIN  IS  SUBJECT  TO  COMPLETION  OR  AMENDMENT.   A
REGISTRATION  STATEMENT  RELATING  TO THESE  SECURITIES  HAS BEEN FILED WITH THE
SECURITIES  AND EXCHANGE  COMMISSION.  THESE  SECURITIES MAY NOT BE SOLD NOR MAY
OFFERS TO BUY BE ACCEPTED PRIOR TO THE TIME THE REGISTRATION  STATEMENT  BECOMES
EFFECTIVE.  THIS  PROSPECTUS  SHALL  NOT  CONSTITUTE  AN  OFFER  TO  SELL OR THE
SOLICITATION OF AN OFFER TO BUY NOR SHALL THERE BE ANY SALE OF THESE  SECURITIES
IN ANY STATE IN WHICH SUCH OFFER,  SOLICITATION  OR SALE WOULD BE UNLAWFUL PRIOR
TO REGISTRATION OR QUALIFICATION UNDER THE SECURITIES LAWS OF ANY SUCH STATE.

                              SUBJECT TO COMPLETION
                   PRELIMINARY PROSPECTUS, DATED JULY 29, 1998

                        1,100,000 Shares of Common Stock

[logo]                       SIEBERT FINANCIAL CORP.

                                 Rights Offering


         Siebert  Financial  Corp. (the "Company") is distributing to holders of
record of its  common  stock,  par value $.01 per share  (the  "Common  Stock"),
outstanding as of July _____, 1998 (the "Record Date") transferable subscription
rights (the "Rights") to subscribe for and purchase  additional shares of Common
Stock for a price of $_____ per share (the "Subscription Price").

         Each shareholder will receive one (1) transferable Right for each share
of  Common  Stock  held  of  record  on the  Record  Date.  Each  Right  will be
exercisable for one (1) share of Common Stock.  No fractional  Rights or cash in
lieu thereof will be issued or paid.  Holders of Rights are entitled to purchase
for the Subscription Price one share of Common Stock for each Right held. Record
Date shareholders who fully exercise all Rights distributed to them will also be
entitled to subscribe at the Subscription  Price for shares of Common Stock that
are not  otherwise  purchased  pursuant to the  exercise  of Rights,  subject to
pro-ration by the Company under certain  circumstances.  Once a holder of Rights
has exercised such Rights, such exercise may not be revoked.  The Rights will be
evidenced   by    transferable    subscription    certificates    ("Subscription
Certificates").  The Company's majority shareholder, Chair and President, Muriel
F.  Siebert,  has  indicated to the Company that to encourage  increased  public
ownership of the Common Stock,  and  consistent  with her waiving her receipt of
past cash dividends, she intends to waive the receipt of the Rights to which she
would  otherwise be entitled.  An  aggregate  of up to  approximately  1,100,000
shares of Common Stock (the  "Underlying  Shares") will be sold upon exercise of
the Rights.  The distribution of the Rights and the sale of the shares of Common
Stock upon the  exercise  of the  Rights is  referred  to herein as the  "Rights
Offering." See "THE RIGHTS OFFERING."

         The Rights will expire at 5:00 p.m., New York City time, on __________,
August _____, 1998 (the "Expiration Date").  Holders of Rights are encouraged to
consider  carefully the exercise or sale of the Rights by the  Expiration  Date.
After the Expiration  Date,  unexercised  Rights will be null and void. See "THE
RIGHTS OFFERING."

         REFERENCE IS MADE TO  "INVESTMENT  CONSIDERATIONS"  BEGINNING ON PAGE 8
WHICH CONTAINS MATERIAL INFORMATION THAT SHOULD BE CONSIDERED IN CONNECTION WITH
THE SECURITIES BEING OFFERED HEREBY.

         The Common  Stock is traded in the  Nasdaq  SmallCap  Market  under the
symbol  "SIEB," and the Rights  will trade in the same  market  under the symbol
"SIEBR."  The  closing  sale  price of the Common  Stock in the Nasdaq  SmallCap
Market on July _____, 1998 was $__________ per share. See "Price Range of Common
Stock."

         THESE   SECURITIES  HAVE  NOT  BEEN  APPROVED  OR  DISAPPROVED  BY  THE
SECURITIES AND EXCHANGE  COMMISSION OR ANY STATE  SECURITIES  COMMISSION NOR HAS
THE SECURITIES AND EXCHANGE COMMISSION OR ANY STATE SECURITIES COMMISSION PASSED
UPON THE  ACCURACY OR ADEQUACY OF THIS  PROSPECTUS.  ANY  REPRESENTATION  TO THE
CONTRARY IS A CRIMINAL OFFENSE.
<PAGE>

- --------------------------------------------------------------------------------

                               Price to Shareholder   Proceeds to the Issuer(1)
- --------------------------------------------------------------------------------

Per Share                      $_____                 $_____
- --------------------------------------------------------------------------------

Total: 1,100,000 Shares        $_____                 $_____
- --------------------------------------------------------------------------------

(1)  Before  deducting  estimated  expenses  of the  offering  by the Company of
     $235,000.

                The date of this Prospectus is July _____, 1998.

                                       2
<PAGE>

NO DEALER,  SALESMAN OR OTHER PERSON HAS BEEN AUTHORIZED TO GIVE ANY INFORMATION
OR TO MAKE ANY  REPRESENTATIONS NOT CONTAINED IN OR INCORPORATED BY REFERENCE IN
THIS PROSPECTUS AND, IF GIVEN OR MADE, SUCH OTHER  INFORMATION OR REPRESENTATION
SHOULD NOT BE RELIED UPON AS HAVING BEEN  AUTHORIZED BY THE COMPANY OR ANY OTHER
PERSON.  NEITHER THE  DELIVERY OF THIS  PROSPECTUS  NOR ANY SALE MADE  HEREUNDER
SHALL,  UNDER ANY  CIRCUMSTANCES,  CREATE ANY IMPLICATION THAT THERE HAS BEEN NO
CHANGE IN THE AFFAIRS OF THE COMPANY SINCE THE DATE HEREOF. THIS PROSPECTUS DOES
NOT  CONSTITUTE  AN  OFFER  TO SELL OR A  SOLICITATION  OF AN  OFFER  TO BUY THE
SECURITIES  OFFERED  HEREBY TO ANY  PERSON OR BY ANYONE IN ANY  JURISDICTION  IN
WHICH SUCH OFFER OR SOLICITATION MAY NOT LAWFULLY BE MADE.


                              AVAILABLE INFORMATION

         The Company has filed with the Securities and Exchange  Commission (the
"SEC") a  Registration  Statement  on Form  S-1  (together  with any  amendments
thereto,  the  "Registration  Statement")  under the  Securities Act of 1933, as
amended (the  "Securities  Act"),  with respect to the Rights and the underlying
shares of Common Stock. This Prospectus does not contain all the information set
forth in the  Registration  Statement,  certain  parts of which are  omitted  in
accordance  with the rules and regulations of the SEC and certain items of which
may be  contained in schedules  and  exhibits to the  Registration  Statement as
permitted by the rules and  regulations of the SEC to which  reference is hereby
made for further  information  with respect to the  Company,  the Rights and the
underlying  shares of  Common  Stock.  Items of  information  omitted  from this
Prospectus  but  contained in the  Registration  Statement  may be inspected and
copied at the public  reference  facilities  maintained by the SEC at Room 1024,
450 Fifth Street,  N.W.,  Washington,  D.C. 20549, and at the following regional
offices of the SEC: 7 World Trade Center, New York, New York 10048, and Citicorp
Center, 500 West Madison,  Suite 1400,  Chicago,  Illinois 60661. Copies of such
material  can be obtained  from the Public  Reference  Section of the SEC at 450
Fifth  Street,  N.W.,  Washington,  D.C.  20549,  at prescribed  rates.  The SEC
maintains a Web site that contains  reports,  proxy  statements and  information
statements and other information  regarding registrants that file electronically
with the SEC. The address of the Web site is http://www.sec.gov.

         The  Company  is  subject  to  the  informational  requirements  of the
Securities  Exchange  Act of 1934,  as amended  (the  "Exchange  Act"),  and, in
accordance therewith, files reports, proxy statements and other information with
the SEC. Such reports,  proxy statements and other  information can be inspected
and copied at the public reference facilities  maintained by the SEC referred to
above.  In  addition,  copies  of  such  reports,  proxy  statements  and  other
information  concerning  the  Company  may also be  inspected  and copied at the
offices of The Nasdaq Stock  Market,  Inc. at 1735 K Street,  N.W.,  Washington,
D.C. 20006-1506 where the Common Stock is traded.

                                       3
<PAGE>

================================================================================

                               PROSPECTUS SUMMARY

         THE FOLLOWING SUMMARY IS QUALIFIED IN ITS ENTIRETY BY THE MORE DETAILED
INFORMATION AND FINANCIAL  STATEMENTS AND NOTES THERETO  APPEARING  ELSEWHERE IN
THIS  PROSPECTUS  OR  INCORPORATED  BY REFERENCE  HEREIN THE FINANCIAL AND OTHER
INFORMATION  CONTAINED  HEREIN WITH RESPECT TO THE COMPANY HAS BEEN  ADJUSTED TO
GIVE EFFECT TO THE 4 FOR 1 STOCK SPLIT  EFFECTIVE APRIL 7, 1998. THIS MEMORANDUM
CONTAINS  FORWARD-LOOKING  STATEMENTS  THAT  INVOLVE  RISKS  AND  UNCERTAINTIES.
PROSPECTIVE  INVESTORS  ARE  CAUTIONED  THAT ACTUAL EVENTS OR RESULTS MAY DIFFER
MATERIALLY FROM THOSE INDICATED BY SUCH FORWARD-LOOKING STATEMENTS. FACTORS THAT
MAY CAUSE  ACTUAL  RESULTS TO DIFFER  MATERIALLY  FROM THOSE  INDICATED  BY SUCH
FORWARD-LOOKING  STATEMENTS  INCLUDE THE  MATTERS  SET FORTH  UNDER  "INVESTMENT
CONSIDERATIONS" AND ELSEWHERE IN THIS MEMORANDUM.

                                   THE COMPANY

         The Company, through its wholly owned subsidiary, Muriel Siebert & Co.,
Inc.  ("Siebert"),  is a retail  discount  brokerage and municipal and corporate
investment  banking firm  operating  through 14 offices  throughout the country.
Siebert provides services to its customers  through two main divisions.  Through
its Retail division, Siebert provides discount brokerage and related services to
its retail  investor  accounts.  Through its Capital Markets  division,  Siebert
offers  institutional  clients equity  execution  services on an agency basis as
well as equity,  fixed income and municipal  underwriting and investment banking
services.  In addition,  this division participates in the secondary markets for
Municipal and U.S.  Treasury  securities  and also trades listed closed end bond
funds and certain other securities for its own account. This proprietary trading
business is segregated  from that of the agency  business  executed on behalf of
institutional clients.

         The Company has acquired  accounts from other discount  brokerage firms
and, from time to time, has considered  acquisitions of other discount brokerage
firms  or  their  accounts.   Although  the  Company  intends  to  pursue  these
opportunities,  there  can be no  assurance  that  the  Company  will be able to
successfully consummate any such acquisitions in the future.

         The Company was ranked third among discount brokerage firms in the July
1998 issue of SMART  MONEY  MAGAZINE  in part based upon "a huge  advance in its
responsiveness  and solid gains in on-line trading,  mutual funds and breadth of
products." In addition,  unlike many discount brokerage firms, the firm offers a
wide variety of underwriting  and investment  banking  services.  Such services,
offered through its Capital Markets division,  include acting as senior manager,
co-manager or otherwise participating in the underwriting or sales syndicates of
municipal,  corporate  debt and  equity,  government  agency and  mortgage/asset
backed securities issues.

         Muriel  F.  Siebert,  the  first  woman  member  of the New York  Stock
Exchange,  is  the  Chair  and  President  and  owns  approximately  96%  of the
outstanding  Common Stock of the Company.  The Company  believes  that it is the
largest  Woman-Owned  Business  Enterprise  ("WBE") that is a New York  Exchange
member in the capital markets  business in the country and the largest  Minority
and Women's Business Enterprise ("MWBE") in the tax exempt underwriting business
in the country through its affiliate, Siebert, Brandford, Shank & Co., L.L.C.

  The Company was  incorporated  on April 9, 1934 under the laws of the State of
New York.  Siebert was incorporated on June 13, 1969 under the laws of the State
of Delaware. The principal executive offices of the

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                                       4
<PAGE>

================================================================================

Company and Siebert are located at 885 Third Avenue,  17th Floor,  New York, New
York 10022 and their telephone number is (212) 644-2400.


                               THE RIGHTS OFFERING

Rights.......................................Each  shareholder  will receive one
                                             (1)  transferable  Right  for  each
                                             share  of  Common   Stock  held  of
                                             record on  __________,  July _____,
                                             1998,  the Record Date.  Each Right
                                             will  be  exercisable  for  one (1)
                                             share   of   Common   Stock.    The
                                             Company's   majority   shareholder,
                                             Chair  and  President,   Muriel  F.
                                             Siebert,   has   indicated  to  the
                                             Company that to encourage increased
                                             public   ownership  of  the  Common
                                             Stock, she intends to waive receipt
                                             of the  Rights  to which  she would
                                             otherwise be entitled. An aggregate
                                             of  up to  approximately  1,100,000
                                             shares   of   Common   Stock   (the
                                             "Underlying  Shares")  will be sold
                                             upon  exercise of the  Rights.  The
                                             distribution  of the Rights and the
                                             sale of the shares of Common  Stock
                                             upon the  exercise of the Rights is
                                             referred  to herein as the  "Rights
                                             Offering." See "THE RIGHTS OFFERING
                                             -- The Rights."

Subscription Price...........................$_____  in cash per share of Common
                                             Stock  subscribed  for  pursuant to
                                             the Basic Subscription Privilege or
                                             the Oversubscription Privilege (the
                                             "Subscription      Price").     The
                                             Subscription  Price  of the  Rights
                                             has been determined by the Board of
                                             Directors of the Company based upon
                                             an  opinion of  Advest,  Inc.,  its
                                             financial adviser, and represents a
                                             discount to the market price of the
                                             Common  Stock  at the  date of this
                                             Prospectus.    See   "THE    RIGHTS
                                             OFFERING -- Subscription Price" and
                                             "--Opinion of Financial Adviser."

Rights Ticker Symbol ........................SIEBR

Record Date..................................__________, July _____, 1998

Expiration Date..............................__________,  August _____, 1998, at
                                             5:00 p.m., New York City time.

Basic Subscription Privilege.................Each Right will be exercisable  for
                                             one (1) share of Common  Stock (the
                                             "Basic  Subscription   Privilege").
                                             See   "THE   RIGHTS   OFFERING   --
                                             Subscription  Privileges  --  Basic
                                             Subscription Privilege."

Oversubscription Privilege...................Record Date  shareholders who fully
                                             exercise all Rights  distributed to
                                             them  will  also  be   entitled  to
                                             subscribe at the Subscription Price
                                             for shares of Common Stock that are
                                             not otherwise purchased pursuant to
                                             the exercise of Rights,  subject to
                                             proration  by  the  Company   under
                                             certain      circumstances     (the
                                             "Oversubscription  Privilege").  If
                                             the

================================================================================

                                       5
<PAGE>

================================================================================

                                             Underlying  Shares  not  subscribed
                                             for through the Basic  Subscription
                                             Privilege ("Excess Shares") are not
                                             sufficient     to    satisfy    all
                                             subscriptions   pursuant   to   the
                                             Oversubscription   Privilege,   the
                                             Excess Shares will be allocated pro
                                             rata (subject to the elimination of
                                             fractional   shares)   among  those
                                             holders  of Rights  exercising  the
                                             Oversubscription    Privilege,   in
                                             proportion  to the number of shares
                                             requested  by them  pursuant to the
                                             Oversubscription   Privilege.   See
                                             "THE     RIGHTS     OFFERING     --
                                             Subscription      Privileges     --
                                             Oversubscription Privilege."

Transferability of Rights....................The Rights are transferable, and it
                                             is anticipated that they will trade
                                             on the Nasdaq  SmallCap  Market and
                                             in  the   over-the-counter   market
                                             until the close of  business on the
                                             last   trading  day  prior  to  the
                                             Expiration  Date.  There  can be no
                                             assurance,  however,  that a market
                                             for the Rights  will  develop or as
                                             to the  prices at which the  Rights
                                             will   trade.   See   "THE   RIGHTS
                                             OFFERING -- Listing and Trading."

                                             The    Subscription    Agent   will
                                             endeavor to sell Rights for holders
                                             who  have  so  requested  and  have
                                             delivered Subscription Certificates
                                             with  the   instruction   for  sale
                                             properly     executed     to    the
                                             Subscription  Agent by 11:00  a.m.,
                                             New York City time, on  __________,
                                             August _____,  1998.  Any brokerage
                                             commission,  taxes and other direct
                                             expenses  of  sale  will be paid by
                                             the   holder.   There   can  be  no
                                             assurance  that  the   Subscription
                                             Agent  will be  able  to  sell  any
                                             Rights  or as  to  the  prices  the
                                             Subscription  Agent  may be able to
                                             obtain  in  such  sales.  See  "THE
                                             RIGHTS   OFFERING   --   Method  of
                                             Transferring Rights."

                                             The   right   to   subscribe    for
                                             additional  shares of Common  Stock
                                             pursuant  to  the  Oversubscription
                                             Privilege is not transferable.

Procedure for Exercising Rights..............Basic  Subscription  Privileges and
                                             Oversubscription  Privileges may be
                                             exercised  by  properly  completing
                                             the  Subscription  Certificate  and
                                             forwarding    such     Subscription
                                             Certificate   (or   following   the
                                             Guaranteed    Delivery   Procedures
                                             described herein),  with payment of
                                             the  Subscription  Price  for  each
                                             Underlying   Share  subscribed  for
                                             pursuant to the Basic  Subscription
                                             Privilege and the  Oversubscription
                                             Privilege,   to  the   Subscription
                                             Agent on or prior to the Expiration
                                             Date.   If  the  mail  is  used  to
                                             forward Subscription  Certificates,
                                             it  is  recommended  that  insured,
                                             registered  mail be used.  See "THE
                                             RIGHTS   OFFERING  --  Exercise  of
                                             Rights."

                                             ONCE  A  HOLDER   OF   RIGHTS   HAS
                                             EXERCISED  THE  BASIC  SUBSCRIPTION
                                             PRIVILEGE AND, IF  APPLICABLE,  THE
                                             OVERSUBSCRIPTION   PRIVILEGE,  SUCH
                                             EXERCISE  MAY NOT BE  REVOKED.  See
                                             "THE   RIGHTS    OFFERING   --   No
                                             Revocation."

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                                       6
<PAGE>

================================================================================

Procedure for Exercising Rights by
 Foreign Shareholders........................Subscription  Certificates will not
                                             be   mailed   to   Holders    whose
                                             addresses  are  outside  the United
                                             States  but  will  be  held  by the
                                             Subscription    Agent   for   their
                                             account.  To exercise  such Rights,
                                             such   Holders   must   notify  the
                                             Subscription  Agent  on or prior to
                                             11:00 a.m.,  New York City time, on
                                             __________,  August _____, 1998, at
                                             which time (if no instructions have
                                             been     received)    the    Rights
                                             represented  thereby  will be sold,
                                             if feasible,  and the net proceeds,
                                             if any,  remitted to such  Holders.
                                             See "THE RIGHTS OFFERING -- Foreign
                                             and Certain Other Shareholders."

Persons Holding Shares, or Wishing to
  Exercise Rights, Through Others............Persons  holding  shares  of Common
                                             Stock  and   receiving  the  Rights
                                             distributable  with respect thereto
                                             through    a    broker,     dealer,
                                             commercial  bank,  trust company or
                                             other  nominee,  as well as persons
                                             holding  certificates  representing
                                             shares of Common  Stock  personally
                                             who  would   prefer  to  have  such
                                             institutions   effect  transactions
                                             relating  to the  Rights  on  their
                                             behalf,    should    contact    the
                                             appropriate  institution or nominee
                                             and   request   it  to  effect  the
                                             transaction   for  them.  See  "THE
                                             RIGHTS   OFFERING  --  Exercise  of
                                             Rights."

Issuance of Common Stock.....................Certificates representing shares of
                                             Common Stock purchased  pursuant to
                                             the  Basic  Subscription  Privilege
                                             will be delivered to subscribers as
                                             soon  as   practicable   after  the
                                             Expiration    Date.    Certificates
                                             representing shares of Common Stock
                                             purchased     pursuant    to    the
                                             Oversubscription  Privilege will be
                                             delivered to subscribers as soon as
                                             practicable  after  the  Expiration
                                             Date and after all prorations  have
                                             been  effected.   See  "THE  RIGHTS
                                             OFFERING      --       Subscription
                                             Privileges."

Use of Proceeds..............................The net  proceeds  from the  Rights
                                             Offering  will be used to  build up
                                             and promote the Company's  internet
                                             trading  service  and  for  general
                                             corporate  purposes.  See  "USE  OF
                                             PROCEEDS."

Subscription Agent...........................American  Stock  Transfer  &  Trust
                                             Company (the "Subscription Agent").
                                             The Subscription  Agent's telephone
                                             number is (800) 937-5449.

Information Agent............................D.F.   King   &  Co.,   Inc.   (the
                                             "Information      Agent").      The
                                             Information    Agent's    telephone
                                             number is 1-800-859-8508.

Federal Income Tax Considerations............See "THE RIGHTS OFFERING -- Certain
                                             Federal Income Tax  Consequences to
                                             Holders"  and "THE RIGHTS  OFFERING
                                             --   Certain   United   States  Tax
                                             Consequences  to Non-United  States
                                             Holders."

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                                       7
<PAGE>

================================================================================

Shares of Common Stock
  Outstanding prior to
  Rights Offering............................Approximately   __________   shares
                                             outstanding on the Record Date.

Shares of Common Stock
  Outstanding after Rights Offering..........Approximately   __________   shares
                                             based  on  the   number  of  shares
                                             outstanding  on the Record  Date if
                                             all Rights are exercised.

Investment Considerations ...................In    addition    to   the    other
                                             information   contained   in   this
                                             Prospectus    and   the   documents
                                             incorporated  by reference  herein,
                                             prospective    purchasers    should
                                             consider       the       investment
                                             considerations   and   other   risk
                                             factors set forth elsewhere  herein
                                             prior  to   deciding   whether   to
                                             exercise or sell their Rights.

Selected Financial Data .....................See "SELECTED FINANCIAL DATA."

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                                       8
<PAGE>

                            INVESTMENT CONSIDERATIONS

         THIS PROSPECTUS CONTAINS FORWARD-LOOKING  STATEMENTS THAT INVOLVE RISKS
AND  UNCERTAINTIES.  ACTUAL RESULTS COULD DIFFER MATERIALLY FROM THOSE DISCUSSED
IN THESE  FORWARD-LOOKING  STATEMENTS AS A RESULT OF CERTAIN FACTORS,  INCLUDING
THOSE SET FORTH BELOW AND ELSEWHERE IN THIS  PROSPECTUS.  IN ADDITION TO ALL THE
OTHER INFORMATION  CONTAINED IN THIS PROSPECTUS,  PROSPECTIVE  PURCHASERS SHOULD
CONSIDER THE INVESTMENT CONSIDERATIONS SET FORTH BELOW PRIOR TO DECIDING WHETHER
TO EXERCISE OR SELL THE RIGHTS.

MARKET CONDITIONS

         The  securities  business  is, by its  nature,  subject to  significant
risks,  particularly  in  volatile or illiquid  markets,  including  the risk of
trading  losses,   losses  resulting  from  the  ownership  or  underwriting  of
securities,  counterparty failure to meet commitments,  customer fraud, employee
fraud,  issuer fraud,  errors and  misconduct,  failures in connection  with the
processing of securities transactions and litigation.

         The  Company's  principal  business  activity,   retail   broker-dealer
operations,  as well as its investment  banking,  institutional  sales and other
services,  are highly competitive and subject to various risks, volatile trading
markets  and  fluctuations  in the  volume of market  activity.  The  securities
business is directly affected by many factors,  including economic and political
conditions,  broad trends in business and finance,  legislation  and  regulation
affecting the national and  international  business and  financial  communities,
currency  values,  inflation,  market  conditions,  the availability and cost of
short-term or long-term  funding and capital,  the credit  capacity or perceived
creditworthiness of the securities industry in the marketplace and the level and
volatility of interest  rates.  These and other factors can  contribute to lower
price levels for securities and illiquid markets.

         Lower price levels of securities  may result in (i) reduced  volumes of
securities,  options and futures  transactions,  with a consequent  reduction in
commission  revenues,  and (ii)  losses  from  declines  in the market  value of
securities held in trading, investment and underwriting positions. In periods of
low volume,  levels of  profitability  are further  adversely  affected  because
certain expenses remain relatively fixed. Sudden sharp declines in market values
of  securities  and the failure of issuers and  counterparties  to perform their
obligations  can result in illiquid  markets  which,  in turn, may result in the
Company having difficulty selling  securities.  Such negative market conditions,
if prolonged,  may also lower the Company's revenues from investment banking and
other activities.

         As a  result  of  the  varied  risks  associated  with  the  securities
business,  which are beyond the Company's control,  the Company's commission and
other  revenues could be adversely  affected.  A reduction in revenues or a loss
resulting from the underwriting or ownership of securities could have a material
adverse effect on the Company's  results of operations and financial  condition.
In addition,  as a result of such risks,  the  Company's  revenues and operating
results may be subject to significant  fluctuations  from quarter to quarter and
from year to year.  See  "Management's  Discussion  and  Analysis  of  Financial
Condition and Results of Operations--Business Environment."

COMPETITION

         Siebert encounters  significant  competition from  full-commission  and
discount  brokerage firms, as well as from financial  institutions,  mutual fund
sponsors  and other  organizations  many of which are  significantly  larger and
better  capitalized  than Siebert.  The Company's  municipal  bond  underwriting

                                       9
<PAGE>

business  also  encounters  significant  competition  from firms  engaged in the
municipal  finance  business.  The general  financial  success of the securities
industry  over the past several  years has  strengthened  existing  competitors.
Siebert  believes  that  such  success  will  continue  to  attract   additional
competitors such as banks,  insurance  companies,  providers of online financial
and information services, and others as they expand their product lines. Many of
these competitors are larger, more diversified,  have greater capital resources,
and offer a wider range of services and financial products than Siebert. Siebert
competes  with a wide  variety  of vendors of  financial  services  for the same
customers.  See "Management's Discussion and Analysis of Financial Condition and
Results of Operations--Business Environment."

         During  1996 and  1997 and the  first  half of  1998,  competition  has
continued to intensify both among all classes of brokerage  firms and within the
discount  brokerage  business  as well as from new firms not  previously  in the
discount  business  announcing  plans to become  significantly  involved.  Other
firms, traditionally discount execution firms, have announced their intention to
broaden their offerings to include advice and investment management. Since 1994,
some firms have offered low flat rate  execution fees that are difficult for any
conventional  discount firm to meet. Continued  competition from ultra low cost,
flat fee brokers and broader service offerings from other discount brokers could
also  limit the  Company's  growth or even  lead to a decline  in the  Company's
customer  base  which  would   adversely   effect  its  results  of  operations.
Industry-wide  changes in trading  practices  are  expected to cause  continuing
pressure  on fees earned by  discount  brokers for the sale of order flow.  Some
such firms are offering  their  services over the facilities of the internet and
have  devoted  more  resources  to and have more  elaborate  web sites  than the
Company.  See "Use of Proceeds." Many of the flat fee brokers,  however,  impose
charges for services  such as mailing,  transfers and handling  exchanges  which
Siebert  does not and also direct  their  execution  to captive  market  makers.
Increased competition, broader service offerings or the prevalence of a flat fee
environment  could  also  limit  Siebert's  growth or even lead to a decline  in
Siebert's  customer base which would adversely affect its results of operations.
See "Business--Competition."

INTERNET DEVELOPMENT

         Although   the  Company  has  been   offering   internet   trading  for
approximately one year, it has had only limited experience in this area relative
to some other  companies in its industry.  The Company's  ability to develop its
internet  business and enhance its  business  through the internet may depend on
its ability to attract and retain management personnel with internet experience.
There is no assurance that the Company will be able to attract,  hire and retain
qualified personnel. See "Use of Proceeds."

         To the extent that the net proceeds  from the sale of the shares of the
Company's Common Stock offered hereby is used to develop the Company's  internet
retail brokerage  business,  much of such  expenditures will be expensed as made
and the  revenues,  if any,  generated  therefrom  are likely to be  realized in
subsequent accounting periods which may initially have a material adverse effect
on the Company's results of operations. See "Use of Proceeds."

                                       10
<PAGE>

DEPENDENCE ON KEY MANAGEMENT

         The success of the Company is  principally  dependent  on its  founder,
Muriel F. Siebert, Chair and President.  The loss of the services of Ms. Siebert
would  adversely  affect  the  Company.  See  "Management."  The  success of the
Company's  municipal bond underwriting  business is dependent on the services of
two of its  principals,  Napoleon  Brandford III and Suzanne Shank,  the loss of
whose services would adversely affect the Company.

CAPITALIZATION OF SIEBERT, BRANDFORD, SHANK & CO., L.L.C.

         The Company owns 49% of Siebert,  Brandford, Shank & Co., L.L.C., a tax
exempt  underwriting  business.  Two  individuals,  Napoleon  Brandford  III and
Suzanne Shank, own the remaining 51%. Siebert, Brandford, Shank & Co., L.L.C. is
currently in the process of borrowing  additional capital to enhance its ability
to participate in municipal bond underwritings and its ability to sell its bonds
to its  customers.  If such capital is not borrowed or  otherwise  raised,  this
would have a material negative impact on such  participation and such ability to
sell its bonds to customers.  Management  believes that it will be successful in
raising such capital. See "Business--Capital Markets Division."

RISKS ASSOCIATED WITH MINORITY AND WOMEN-OWNED BUSINESS PROGRAMS

         Minority and Women-owned  business programs generally operate under the
authority of state and local governments or their related  agencies.  Changes in
laws or policies of such  governments  or their  agencies  with  respect to such
programs may adversely affect the Company's  participation in municipal bond and
equity  underwritings as well as the Company's execution of institutional equity
transactions.  Management believes that, irrespective of the legal requirements,
as long as there is a  "sensitivity  to  diversity  and  competitive  equality,"
opportunities   will  be  available  for  qualified   minority  and  women-owned
businesses,  especially  in  those  locales  that  have a  significant  minority
population.

PRINCIPAL SHAREHOLDER

         Upon completion of the Offering and if the 1,100,000 shares are sold to
the public,  Ms. Siebert will own or control  approximately 92% of the Company's
outstanding  Common Stock.  Ms.  Siebert will have the power to elect the entire
Board of Directors  and,  except as otherwise  provided by law or the  Company's
Certificate  of  Incorporation,  to  approve  any action  requiring  shareholder
approval  without a  shareholders'  meeting.  See  "Management"  and  "Principal
Shareholders."

PRINCIPAL TRANSACTIONS

         The  Company's  Capital  Markets  division   underwriting  and  trading
activities involve the purchase,  sale or short sale of securities as principal.
These  activities  involve  the risks of changes  in the  market  prices of such
securities  and of decreases in the liquidity of the securities  markets,  which
could  limit  the  Company's  ability  to  resell  securities  purchased  or  to
repurchase  securities sold short.  In addition,  these  activities  subject the
Company's capital to significant risks that  counterparties will fail to perform
their obligations.

         From time to time, the Company  establishes  short positions during the
course of its trading activities. It is a characteristic of short positions that
any loss sustained on closing out the position may exceed the liability  related
thereto as shown on the Company's financial statements.

                                       11
<PAGE>

RISKS ASSOCIATED WITH FEDERAL AND STATE REGULATION

         The Company's  business is, and the securities  industry is, subject to
extensive  regulation in the United States, at both the Federal and state level.
As a matter of public policy,  regulatory  bodies are charged with  safeguarding
the integrity of the securities and other financial  markets and with protecting
the  interests  of  customers  participating  in  those  markets  and  not  with
protecting   the   interests  of  the  Company's   shareholders.   In  addition,
self-regulatory  organizations and other regulatory bodies in the United States,
such as the  SEC,  the New  York  Stock  Exchange  (the  "NYSE"),  the  National
Association  of  Securities  Dealers,   Inc.  (the  "NASD")  and  the  Municipal
Securities  Rulemaking Board (the "MSRB"),  require strict compliance with their
rules and  regulations.  Failure  to  comply  with any of these  laws,  rules or
regulations,  some of which are subject to the uncertainties of  interpretation,
could result in a variety of adverse  consequences  including  civil  penalties,
fines, suspension or expulsion,  which could have a material adverse effect upon
the Company.

         The  laws  and  regulations,  as  well  as  governmental  policies  and
accounting  principles,  governing the financial services and banking industries
have changed  significantly over recent years and are expected to continue to do
so. During the last several years  Congress has  considered  numerous  proposals
that would  significantly alter the structure and regulation of such industries.
The  Company  cannot  predict  which  changes  in  laws  or  regulations,  or in
governmental  policies  and  accounting  principles,  will be adopted,  but such
changes,  if adopted,  could  materially  and adversely  affect the business and
operations of the Company. See "Business--Regulation."

NET CAPITAL REQUIREMENTS; HOLDING COMPANY STRUCTURE

         The  SEC,  the  NYSE  and  various  other  securities  and  commodities
exchanges  and other  regulatory  bodies in the  United  States  have rules with
respect to net capital  requirements which affect the Company.  These rules have
the effect of requiring that at least a substantial portion of a broker-dealer's
assets be kept in cash or highly  liquid  investments.  Compliance  with the net
capital  requirements  by  the  Company  could  limit  operations  that  require
intensive use of capital,  such as  underwriting  or trading  activities.  These
rules could also  restrict  the ability of the Company to withdraw  capital from
Siebert, even in circumstances where Siebert has more than the minimum amount of
required  capital,  which,  in turn,  could  limit the ability of the Company to
implement its strategies. In addition, a change in such rules, or the imposition
of new rules, affecting the scope,  coverage,  calculation or amount of such net
capital  requirements,  or a significant  operating loss or any unusually  large
charge  against  net  capital,   could  have  similar   adverse   effects.   See
"Business--Net Capital Requirements."

SIGNIFICANT INCREASE IN OVERHEAD

         During 1996 and 1997,  Siebert opened retail discount brokerage offices
in Morristown, New Jersey and Palm Beach and Surfside (Bal Harbour), Florida and
relocated its office in Los Angeles. In October 1996, Siebert formed the Siebert
Brandford Shank division of Siebert to add to the former activities of Siebert's
tax exempt  underwriting  department.  The Siebert  Brandford Shank division has
opened offices in San Francisco and Seattle and has opened or assumed the leases
for additional offices in San Francisco, Seattle, Houston, Chicago, Detroit, Los
Angeles and Dallas.  As a result of the new office  expenses and the  additional
compensation expenses,  Siebert's overhead expense has increased  significantly.
There can be no  assurance  that  Siebert will  generate  sufficient  additional
revenue to cover such expense which could have a

                                       12
<PAGE>

material  adverse effect upon the Company.  The Company  intends to build up and
promote its internet  trading  service and to expend  approximately  $__________
principally on advertising and promotion of the internet service, development of
such service and salaries for additional personnel for such service.

LIQUIDITY

         Until November 1996, there was no public market for the Common Stock or
any other securities of the Company. In addition,  approximately 800,000 shares,
or  approximately  3.8% of the shares  outstanding,  are  currently  held by the
public. Although the Common Stock is traded in the Nasdaq SmallCap Market, there
can be no assurance that an active public market will continue.

SHARES ELIGIBLE FOR FUTURE SALE

         There  will  be  approximately   22,107,000   shares  of  Common  Stock
outstanding immediately after completion of this Rights Offering,  20,434,000 of
which, owned or controlled by Muriel F. Siebert, will be "restricted securities"
under  the  Securities  Act,  and may only be sold  pursuant  to a  registration
statement  under  the  Securities  Act  or  an  applicable  exemption  from  the
registration  requirements of the Securities Act, including Rule 144 thereunder.
However,  Ms. Siebert has agreed not to sell any shares of Common Stock owned by
her  directly  for a period  of 60 days  from the  date of this  Prospectus.  In
addition,  directors  and employees  having  options to purchase an aggregate of
approximately  258,000  shares of Common Stock are  currently  vested and can be
exercised and the underlying shares of Common Stock sold. A significant  portion
of the shares not owned by Ms.  Siebert  will be freely  tradeable in the public
markets.  Sale of a  substantial  number of shares of Common Stock in the public
market,  whether by Ms.  Siebert or other  shareholders  of the  Company,  could
adversely affect the prevailing market price of the Common Stock.

UNCERTAIN MARKET FOR RIGHTS; MARKET CONDITIONS; MARKET CONSIDERATIONS

         Because  the  Rights are new  securities,  the  trading  market for the
Rights may be volatile.  Moreover,  there can be no assurance  that a market for
the Rights will develop or as to the price at which the Rights will trade.

         The  Subscription  Price of the Rights has been determined by the Board
of Directors of the Company based upon an opinion of Advest, Inc., its financial
adviser,  and  represents  a discount to the market price of the Common Stock at
the  date  of  this  Prospectus.  However,  there  can  be no  assurance  that a
subscribing  Rights holder will be able to sell shares of Common Stock purchased
in the Rights  Offering  at a price  equal to or greater  than the  Subscription
Price.  When made,  the  election of a Rights  holder to exercise  Rights in the
Rights  Offering is irrevocable.  Moreover,  until  certificates  are delivered,
subscribing  Rights  holders may not be able to sell the Common  Stock that they
have  purchased  in the Rights  Offering.  Certificates  representing  shares of
Common Stock  purchased  pursuant to the Basic  Subscription  Privilege  will be
delivered to  subscribers  as soon as  practicable  after the  Expiration  Date.
Certificates  representing  shares of Common  Stock  purchased  pursuant  to the
Oversubscription   Privilege  will  be  delivered  to  subscribers  as  soon  as
practicable  after  the  Expiration  Date and  after  all  prorations  have been
effected.  No interest will be paid to Rights holders on funds  delivered to the
Subscription Agent pursuant to the exercise of Rights pending delivery of shares
of Common Stock acquired upon exercise of Rights.

                                       13
<PAGE>

IMPACT OF RIGHTS OFFERING ON HOLDERS OF COMMON STOCK; DILUTION

         The Rights  entitle the  holders of shares of Common  Stock to purchase
shares  of Common  Stock at a price  below the  prevailing  market  price of the
Common Stock immediately  prior to the commencement of the Rights Offering.  Due
to the  waiver  by Ms.  Siebert  of the  receipt  of  Rights  to which she would
otherwise  be entitled,  holders of shares of Common  Stock who  exercise  their
Rights  through  the  Basic  Subscription  Privilege  and  the  Oversubscription
Privilege will increase their  proportionate  interest in their equity ownership
and voting  power of the Company on a  fully-diluted  basis.  Holders who do not
exercise their Rights will experience a decrease in their proportionate interest
in the  equity  ownership  of the  Company.  The  sale  of the  Rights  may  not
compensate a holder for all or any part of the  reduction in the market value of
such  shareholder's  shares of Common Stock,  if any,  resulting from the Rights
Offering.  Shareholders who do not exercise or sell their Rights will relinquish
any value inherent in the Rights.

         Assuming  all of the Rights are  exercised  and based on  approximately
21,007,000   shares  of  Common  Stock  outstanding  on  the  Record  Date,  the
consummation  of the Rights  Offering  would  result (on a pro forma basis as of
such date) in an increase of approximately 1,100,000 shares of Common Stock.

IMPACT OF RIGHTS OFFERING ON HOLDERS OF OPTIONS & RESTRICTED STOCK

         The  Company  will not  distribute  Rights  to  holders  of  vested  or
non-vested  options  outstanding  on the Record Date  pursuant to the  Company's
Stock Option Plan.  Rather,  the Company will adjust the exercise  price of such
vested and non-vested options by a percentage  calculated by dividing the number
of shares of Common Stock issued  pursuant to the Rights  Offering by the number
of  outstanding  shares of Common  Stock on the  Record  Date plus the number of
shares of Common  Stock  issued  pursuant  to the  Rights  Offering.  Holders of
restricted  stock pursuant to the Company's  Restricted Stock Award Plan will be
entitled to receive Rights for each restricted share held as of the Record Date.

CONSTRUCTIVE DISTRIBUTIONS UNDER THE FEDERAL TAX CODE

         The  distribution  of Rights pursuant to the Rights Offering should not
result in a taxable  distribution of property for Federal income tax purposes to
the holders of shares of Common Stock.  However,  the provisions of the Internal
Revenue  Code and the Treasury  Regulations  issued  thereunder  relating to the
treatment  of  distributions  such as the  Rights  Offering  are not clear as to
certain aspects of the analysis  required to avoid such a taxable  distribution,
and the tax  consequences  of the Rights  Offering  also may be  affected by the
occurrence of future  events.  Accordingly,  counsel to the Company is unable to
render an  opinion  as to the  applicability  of such  provisions  to the Rights
Offering. See "THE RIGHTS  OFFERING--Certain  Federal Income Tax Consequences to
Holders--Constructive Distributions under Section 305 of the Code."


                                       14
<PAGE>


IMMEDIATE DILUTION

         Subscribing Rights holders will experience  dilution,  upon the sale of
such Common Stock,  in net tangible  book value of $_____ per share,  based on a
closing price, as of July _____, 1998, of $_______ per share.

FORWARD-LOOKING STATEMENTS

         This Prospectus contains forward-looking  statements within the meaning
of Section 27A of the Securities Act and Section 21E of the Exchange Act. Actual
results could differ from those projected in any forward-looking  statements for
the reasons detailed in the other sections of this "Investment  Considerations "
portion of, and elsewhere in, this Prospectus.

                                       15
<PAGE>

                                 USE OF PROCEEDS

         The net proceeds  available to the Company from the Rights Offering are
estimated  to be $_____ if all the  Rights  are  exercised  and after  deducting
expenses payable by the Company estimated to be approximately $235,000.

         The  Company  intends  to use  approximately  $__________  of  the  net
proceeds from the Rights  Offering to build up and promote its internet  trading
service.  Such net proceeds  will be expended  principally  on  advertising  and
promotion of the internet service,  development of such service and salaries for
additional  personnel for such  service.  Any proceeds not utilized to build and
promote  the  internet  trading  service  will be  used  for  general  corporate
purposes.

         Pending any specific application of the net proceeds,  the net proceeds
will be added to working  capital and  invested in  short-term  interest-bearing
obligations.


                                 DIVIDEND POLICY

         To date,  the Company has  established  a practice of paying  quarterly
cash  dividends to its  shareholders.  On December 22, 1997,  March 16, 1998 and
June 23, 1998, dividends of $.0225,  $.0225 and $.03 per share were declared for
all  shareholders of record as of December 30, 1997,  March 20, 1998 and July 9,
1998,  respectively.  Ms. Siebert,  as the majority  shareholder of the Company,
waived her right to receive the three cash dividends declared by the Company and
has  indicated  to the  Company  that she  intends to waive her right to receive
future cash dividends  declared through 1998, if any.  Shareholders who exercise
Rights will not be entitled to receive the June 23 dividend  with respect to the
shares of Common Stock represented by such Rights.

         Subject to statutory and regulatory  constraints,  prevailing financial
conditions and future earnings, the Company may pay cash dividends on its Common
Stock.  In considering  whether to pay such  dividends,  the Company's  Board of
Directors will review the earnings of the Company, its capital requirements, its
economic  forecasts and such other factors as are deemed relevant.  Some portion
of the Company's  earnings will be retained to provide capital for the operation
and expansion of its business.

                                       16
<PAGE>

                           PRICE RANGE OF COMMON STOCK

         The Common Stock commenced  trading in the Nasdaq SmallCap Market under
the symbol  "SIEB" on November  12,  1996.  The high and low sales prices of the
Common  Stock  reported  by the Nasdaq  SmallCap  Market  during  the  following
periods, were:


                                                                  High      Low
                                                                  ----      ---

   Period from November 12, 1996 to December 31, 1996 .......    $3.00     $2.25

   First Quarter - 1997  ....................................    $3.09     $2.31

   Second Quarter - 1997  ...................................    $2.38     $2.31

   Third Quarter - 1997  ....................................    $2.31     $1.31

   Fourth Quarter - 1997  ...................................    $2.25     $1.88

   First Quarter - 1998  ....................................    $9.00     $2.42

   Second Quarter - 1998  ...................................   $19.00     $7.38

   Third Quarter - 1998 (through July _____, 1998)  .........   $_____    $_____

         The closing price of the Common Stock on the Nasdaq  SmallCap Market on
July _____, 1998 was $__________ per share.

         As of July _____,  1998, there were approximately 230 holders of record
and approximately 1,700 additional beneficial holders of the Common Stock.

         The  Company  currently  meets the  criteria  for listing of its Common
Stock on the  American  Stock  Exchange  ("AMEX")  and may meet the criteria for
listing  of  its   Common   Stock  on  the  Nasdaq   National   Market   System.
Notwithstanding its meeting the applicable  criteria,  there can be no assurance
that the Company will, in fact,  either apply for listing or be listed on either
the Nasdaq National Market System or AMEX.

                                       17
<PAGE>

                                 CAPITALIZATION

         The  following  table sets forth the  capitalization  of the Company at
June  30, 1998  as  retroactively  adjusted  for the 4 for 1  stock  split  that
occurred on April 7, 1998,  and as adjusted to reflect the net proceeds from the
sale of the  1,100,000  shares of  Common  Stock  offered  by the  Company  at a
Subscription Price of $_____ assuming all of the Rights are exercised.  See "Use
of Proceeds."


                                                           June 30, 1998
                                                     -------------------------
                                                       Actual      As Adjusted
                                                     ----------    -----------
                                                           (unaudited)
                                                          (In thousands)

Subordinated debt to shareholder                     $    3,000    $     3,000
                                                     ----------    -----------
Common Stock, par value $.01, 49,000,000 shares
authorized, 20,996,440  shares issued and
outstanding at June 30, 1998 and 22,096,440 shares
issued and outstanding, as adjusted                         210            221
Additional paid-in capital                                6,643             --
Retained earnings                                         4,998          4,998
                                                     ----------    -----------
Total shareholders' equity                               11,851             --
                                                     ----------    -----------
Total capitalization                                 $   14,851    $        --
                                                     ==========    ===========

                                       18

<PAGE>
<TABLE>
<CAPTION>

=================================================================================================================================
                                                                    SELECTED FINANCIAL DATA

          The selected  consolidated  financial data set forth below for the six
months  ended June 30,  1998 and 1997 and for each of the years in the five year
period ended  December 31, 1997 has been  derived from the  Company's  unaudited
interim and audited annual financial statements. Such information should be read
in  conjunction  with,  and is  qualified  in its  entirety  by,  the  financial
statements and notes thereto appearing elsewhere in this Prospectus.

                                  Six Months Ended June 30,                     Year Ended December 31,
                                  -------------------------   -------------------------------------------------------------------
                                      1998          1997          1997          1996          1995          1994          1993
                                  -----------   -----------   -----------   -----------   -----------   -----------   -----------
<S>                               <C>           <C>           <C>           <C>           <C>           <C>           <C>        
Income statement data:
   Revenues:
    Commissions and fees ....     $ 9,301,346   $ 9,095,253   $18,879,674   $20,105,127   $15,645,334   $12,128,797   $14,349,051
    Investment banking ......       2,965,726     1,348,860     4,487,594     2,532,795     1,396,967     1,536,030     2,462,309
    Trading profits .........         767,441     1,183,220     1,795,104       868,823     2,608,078     3,215,288     3,133,722
    Interest and dividends ..         317,892       283,837       704,911       656,434     1,389,612       462,618       261,198
                                  -----------   -----------   -----------   -----------   -----------   -----------   -----------
                                   13,352,405    11,911,170    25,867,283    24,163,179    21,039,991    17,342,733    20,206,280
                                  -----------   -----------   -----------   -----------   -----------   -----------   -----------

   Expenses:
    Employee compensation and
      benefits (1) ..........       4,652,625     3,806,536     8,208,006     9,753,847     8,586,116     6,132,899     8,999,567
    Clearing fees, including
      floor brokerage .......       1,360,789     2,172,279     4,675,368     4,585,398     4,249,050     3,967,558     4,473,740
    Advertising and promotion         759,144     1,539,180     2,751,755     3,265,692     2,485,426     2,299,030     2,171,858
    Communications ..........         823,866       840,614     1,446,817     1,359,325     1,119,189     1,001,957       896,986
    Occupancy ...............         354,333       326,098       648,763       403,534       326,089       323,123       323,235
    Interest ................         192,664       206,840       418,405       290,465       568,326       602,759       323,876
    Other general and
      administrative ........       1,563,300     1,502,575     3,043,068     2,339,483     2,461,122     2,458,237     1,932,143
                                  -----------   -----------   -----------   -----------   -----------   -----------   -----------
                                    9,706,721    10,394,122    21,192,182    21,997,744    19,795,318    16,785,563    19,121,405
                                  -----------   -----------   -----------   -----------   -----------   -----------   -----------
Income before provision for
  income taxes.................     3,645,684     1,517,048     4,675,101     2,165,435
Provision for income taxes.....     1,477,000       673,000     2,057,000       201,000
                                  -----------   -----------   -----------   -----------
Net income - historical........    $2,168,684     $ 844,048   $ 2,618,101     1,964,435     1,244,673       557,170     1,084,875
                                  ===========   ===========   ===========
Pro forma provision for income
  taxes (2)....................                                                 752,000       548,000       245,000       477,000
                                                                            -----------   -----------   -----------   -----------
Net income - pro forma.........                                               1,212,435   $   696,673   $   312,170    $  607,875
                                                                                          ===========   ===========   ===========
Supplementary pro forma adjustment:
    Effect of officer's salary
     reduction as though 1997 salary
      had been in effect in 1996                                              2,975,000
    Related income taxes.......                                              (1,309,000)
                                                                            -----------
Supplementary pro forma net 
  income.......................                                             $ 2,878,435
                                                                            ===========
Net income per share of common stock
  (basic and diluted):
    Historical.................          $.10          $.04          $.12
    Pro forma..................                                                    $.06          $.03          $.01          $.03
    Supplemental pro forma.....                                                    $.14
Weighted average shares deemed 
  outstanding (basic)..........    20,992,510    20,948,156    20,949,484    20,943,588    20,943,588    20,943,588    20,943,588
Weighted average shares deemed 
  outstanding (diluted)........    21,680,399    20,948,156    20,949,484    20,943,588    20,943,588    20,943,588    20,943,588

Statement of financial condition 
 data (at period-end):
  Total assets.................   $23,025,649   $16,017,485   $17,881,589   $14,372,708   $16,291,195   $ 9,372,230   $12,161,104
  Total liabilities excluding
  Subordinated borrowings......     8,174,892     5,100,813     5,209,032     4,271,143     9,154,065     3,479,773     6,825,817
  Subordinated borrowings to
   majority shareholder........     3,000,000     3,000,000     3,000,000     3,000,000     2,000,000     2,000,000     2,000,000
  Shareholders' equity.........    11,850,757     7,916,672     9,672,557     7,101,565     5,137,130     3,892,457     3,335,287
</TABLE>

- -------------------
(1)   Employee   compensation  and  benefits  include  $2,975,000,   $2,975,000,
      $1,215,000  and  $3,958,000  for 1996  through  1993,  respectively,  of S
      corporation  compensation  of Muriel Siebert in excess of the amounts that
      would have been paid had her 1997  compensation  arrangement  of  $150,000
      been in effect.
(2)   The pro forma  provision  for income taxes  represents  income taxes which
      would have been provided had Siebert operated as a C Corporation.

                                       19

<PAGE>
                     MANAGEMENT'S DISCUSSION AND ANALYSIS OF
                  FINANCIAL CONDITION AND RESULTS OF OPERATIONS

         This  discussion  should  be read in  conjunction  with  the  Company's
unaudited quarterly and audited Annual Consolidated Financial Statements and the
Notes thereto contained elsewhere in this Prospectus.

         Statements in this  "Management's  Discussion and Analysis of Financial
Conditions and Results of Operations"  and elsewhere in this document as well as
oral  statements  that may be made by the Company or by  officers,  directors or
employees of the Company acting on the Company's  behalf that are not statements
of historical or current fact constitute "forward looking statements" within the
meaning  of  the  Private  Securities   Litigation  Reform  Act  of  1995.  Such
forward-looking statements involve risks and uncertainties and known and unknown
factors  that could  cause the actual  results of the  Company to be  materially
different  from the historical  results or from any future results  expressed or
implied by such  forward  looking  statements,  including,  without  limitation:
changes in general  economic and market  conditions,  fluctuations in volume and
prices of  securities,  changes and prospects for changes in interest  rates and
demand for brokerage and investment  banking services,  increases in competition
within and without the discount  brokerage  business  through  broader  services
offerings or otherwise,  competition  from electronic  discount  brokerage firms
offering greater discounts on commissions than the Company, prevalence of a flat
fee  environment,  decline  in  participation  in  equity or  municipal  finance
underwritings,  decreased  ticket  volume in the  discount  brokerage  division,
limited trading opportunities,  increases in expenses and changes in net capital
or other regulatory requirements.

BUSINESS ENVIRONMENT

         Market  conditions  during  the first  six  months of 1998 and the 1997
fiscal year reflected a continuation  of the 1996 bull market  characterized  by
record volume and record high market levels.  At the same time,  competition has
continued to intensify both among all classes of brokerage  firms and within the
discount  brokerage  business  as well as from new firms not  previously  in the
discount  brokerage  business.  Electronic trading continues to grow as a retail
discount  market  segment  with some firms  charging  very low flat rate trading
execution  fees that are difficult for any  conventional  discount firm to meet.
Many of the flat fee  brokers,  however,  impose  charges for  services  such as
mailing,  transfers and handling  exchanges  which the Company does not and also
direct their  executions to captive market makers.  Continued  competition  from
ultra low cost,  flat fee  brokers  and  broader  service  offerings  from other
discount brokers could also limit the Company's growth or even lead to a decline
in the  Company's  customer  base which  would  adversely  affect its results of
operations.  Industry-wide  changes in trading  practices  are expected to cause
continuing  pressure on fees  earned by  discount  brokers for the sale of order
flow.

         The  Company,  like other  securities  firms,  is directly  affected by
general  economic and market  conditions  including  fluctuations  in volume and
prices of  securities,  changes and prospects for changes in interest  rates and
demand for brokerage and investment  banking  services,  all of which can affect
the Company's  relative  profitability.  In periods of reduced market  activity,
profitability  is likely to be  adversely  affected  because  certain  expenses,
including  salaries  and related  costs,  portions of  communications  costs and
occupancy  expenses,  remain  relatively  fixed.  Accordingly,  earnings for any
period should not be considered representative of any other period.

         Siebert  utilizes  both  systems  housed  primarily on its own computer
network  and  systems  housed on the  computers  of third  parties,  such as its
clearing broker and payroll vendor,  to conduct its normal business  activities.
Some of the systems on its network  are  proprietary  and many are off the shelf
programs acquired from vendors. Siebert has inventories those systems critical

                                       20
<PAGE>

to its operations and has received  assurances from the developers,  vendors and
third  parties  that those  systems  are, or will be prior to December 31, 1998,
Year 2000  compliant.  Although  nothing has come to Siebert's  attention  which
would cause it to believe that the  assurances it has received are not accurate,
the failure of one or more critical systems to be Year 2000 compliant could have
a material  adverse effect on the results of its operations.  Siebert intends to
test all of the critical  systems during 1999. The costs incurred to date and in
the  future  relating  to this  issue are not  expected  to be  material  in the
aggregate.

CURRENT DEVELOPMENTS

         In June 1998, Siebert signed a new one year agreement with its clearing
broker  which  provides,  among other  things,  for reduced  ticket  charges and
execution  fees. Such agreement  provides for the retroactive  effect of the new
charges and  execution  fees in an amount not to exceed  $1,000,000.  If the new
agreement had been  effective for the entire  calendar year 1997,  Siebert would
have realized  monthly  savings of a minimum of $150,000.  A pro rata portion of
the payment is refundable under certain  circumstances  and accordingly  Siebert
recognized pre-tax income of approximately  $750,000 in its financial statements
for the second  quarter of 1998.  The balance  shall be  recognized  in a future
period after such  balance is no longer  refundable.  In addition,  Siebert will
have reduced clearing costs and execution fees for the remainder of the contract
term  based on the  volume of trades  and  customer  account  balances.  The new
agreement  also provides  increasing  volume  discounts as the monthly number of
trades increases.

RESULTS OF OPERATIONS

SIX  MONTHS ENDED JUNE 30, 1998 COMPARED TO SIX MONTHS ENDED JUNE 30, 1997

         Total  revenues  for the six  months  ended  June 30,  1998 were  $13.4
million,  an  increase  of $1.4  million  or 12% over the same  period  in 1997.
Commission and fee income, investment banking and interest and dividend revenues
increased  as compared to the same  period in the prior year,  however,  trading
profits decreased.

         Commission  and fee income  increased  $206,000 or 2.3% to $9.3 million
due to higher trading volume  partially offset by lower  commissions  earned per
trade  resulting  from the increase of lower priced  electronic  trading,  price
reductions on other related services caused by increased  competition from ultra
low cost, flat fee brokers and a reduction of order flow fees.

         Investment  banking  revenues  increased  $1.6  million or 120% to $3.0
million primarily due to the increased tax exempt  underwriting  activity by the
Siebert, Brandford, Shank division in 1998. This division had minimal operations
for the first six months of 1997, since it only began operations in late 1996.

         Trading profits decreased  $416,000 or 35% to $767,000 primarily due to
reduced  income  opportunities  in  trading  of listed  bond  funds,  the firm's
principal trading activity.

         Interest and dividends  increased $34,000 or 12% to $318,000  primarily
due to trading strategies which generated higher dividend income.

         Total  expenses  for the six  months  ended  June 30,  1998  were  $9.7
million,  a decrease of $687,000 or 6.6% over the same period in 1997.  Clearing
fees, advertising and promotion,  communications and interests all decreased and
all other expenses increased.

         Employee  compensation  and benefit costs increased  $846,000 or 22% to
$4.7 million primarily due to commissions paid to the Siebert,  Brandford, Shank
division's  sales  personnel  resulting from  increased tax exempt  underwriting
activity.

                                       21
<PAGE>
         Clearing and floor  brokerage fees decreased  $811,000 or 37.0% to $1.4
million. Such costs decreased primarily due to the retroactive effect of the new
agreement with the clearing broker (see "Current Developments" above).

         Advertising and promotion expense decreased $780,000 or 51% to $759,000
due to a decreased level of promotional advertising.

         Communications  expense decreased $17,000 or 2.0% to $824,000 primarily
due to telephone contract price reductions.

         Occupancy costs increased  $28,000 or 8.7% to $354,000  principally due
to a lease extension option cancellation fee paid during 1998.

         Interest expense decreased $14,000 or 6.9% to $193,000 primarily due to
lower use of short positions in proprietary trading activity.

         Other general and administrative  expenses increased $61,000 or 4.0% to
$1.6 million primarily due to increased business development expenses related to
the municipal investment banking staff.

         Provision for income taxes  increased  $804,000 or 119% to $1.5 million
primarily due to an increase in net income before tax in the first six months of
1998 of $2.2  million  or 140% to $3.6  million  over the same  period  in 1997,
partially offset by a refund of local taxes.

YEAR ENDED DECEMBER 31, 1997 COMPARED TO YEAR ENDED DECEMBER 31, 1996

         Total revenues for 1997 were $25.9 million, an increase of $1.7 million
or 7.1% over  1996.  Investment  banking  revenues,  trading  and  interest  and
dividend revenues increased as compared to the prior year,  however,  commission
and fee income decreased.

         Commission  and fee  income  decreased  $1.2  million  or 6.1% to $18.9
million due to lower commissions earned per trade resulting from the increase of
lower priced  electronic  trading,  price  reductions on other related  services
caused by  increased  competition  from  ultra low cost flat fee  brokers  and a
reduction of order flow fees.

         Trading profits increased $926,000 or 107% to $1,795,000  primarily due
to  increased  activity in  secondary  municipal  bond  trading by the  Siebert,
Brandford,  Shank division and improved  trading  opportunities in the principal
listed bond funds trading activity.

         Interest and dividends  increased $48,000 or 7.4% to $705,000 primarily
due to trading strategies which generated greater dividend income.

         Investment  banking  revenues  increased  $2.0  million  or 77% to $4.5
million primarily due to a whole year of tax exempt underwriting activity by the
Siebert,  Brandford,  Shank  division in 1997.  This division  operated for only
three months of the year in 1996.

         Total expenses for 1997 were $21.2  million,  a decrease of $806,000 or
3.7% over 1996.  Both employee  compensation  and benefits and  advertising  and
promotion decreased. All other categories of costs increased.

         Employee  compensation  and benefit costs decreased $1.5 million or 16%
to $8.2 million primarily due to Muriel Siebert's compensation reduction, offset
by a full  year's  worth  of  compensation  for the  Siebert,  Brandford,  Shank
division's  principals,  municipal investment banking staff and commission based
municipal trading personnel.

         Clearing and brokerage fees increased  $90,000 or 2.0% to $4.7 million.
Such costs increased due to a higher volume of tickets.

         Advertising and promotion expense  decreased  $514,000 or 15.7% to $2.8
million due to decreased branch and service promotion; 1996 included several one
time expenses related to branch expansion and on-line trading.

                                       22
<PAGE>
         Communications expense increased $87,000 or 6.4% to $1.4 million as the
client base and volume increased and more services were offered directly on-line
and from  activities of the  investment  banking  staff.  These  increases  were
partially offset by telephone contract price reductions.

         Occupancy costs increased  $245,000 or 61% to $649,000  principally due
to a full  year's  worth of rent in 1997 for new retail and  investment  banking
branch offices opened during 1996.

         Interest expense increased $128,000 or 44% to $418,000 primarily due to
greater use of margin  borrowings  and short  positions in  proprietary  trading
activity.

         Other general and administrative  expenses increased $704,000 or 30% to
$3.0 million primarily due to travel and  entertainment  expenses related to the
new  municipal  investment  banking  staff  and a range of  miscellaneous  costs
associated with increased volume.

         Current and pro forma provision for income taxes increased $1.1 million
or 116% to $2.1 million while net income for 1997 was $2.6 million,  an increase
of $1.4 million or 116% over 1996, both  proportional  to a similar  increase in
pre-tax income.

YEAR ENDED DECEMBER 31, 1996 COMPARED TO YEAR ENDED DECEMBER 31, 1995

         Total revenues for 1996 were $24.2 million, an increase of $3.1 million
or 15% over 1995.  Commission  and fee income and  investment  banking  revenues
increased and trading and interest and dividend revenues declined.

         Commission  and fee  income  increased  $4.5  million  or 29% to  $20.1
million due to the continued bull market and increased  spending for advertising
and promotion to attract additional clients.  In addition,  under a new clearing
agreement  which was  phased in  during  the  second  quarter  of 1995,  Siebert
received additional  commission income on client margin and free credit balances
and  investments  in certain  mutual and money  market  funds and the amounts of
related customer balances and investments increased substantially.

         Trading  profits  declined  $1.7  million or 67% to  $869,000  due to a
continuing lack of liquidity and substantially  reduced volatility in markets in
which  the firm  trades,  thus  limiting  trading  and  arbitrage  opportunities
compared to the prior year.

         Interest  and  dividends  decreased  $733,000 or 53% to $656,000 due to
decreases in long trading  positions and in trading  strategies  which generated
greater dividend income in 1995 over the corresponding period in 1996.

         Investment  banking  revenues  increased  $1.1  million  or 81% to $2.5
million  due  to  increased   participation   in  both  equity  and  tax  exempt
underwritings  over  the  prior  year  period.   This  resulted  from  providing
additional  resources to the  development  of both types of business  and,  from
October  1,  1996,  the  addition  of  over  20  municipal   investment  banking
professionals  to form the Siebert,  Brandford,  Shank  division  engaged in tax
exempt underwriting.

         Total costs and  expenses for 1996 were $22.0  million,  an increase of
$2.2 million or 11% over 1995. All categories of costs increased except interest
expense and other general and administrative expenses.

         Employee  compensation  and benefit costs increased $1.2 million or 14%
to $9.8  million  due to  provisions  for bonus  payments  and to  increases  in
staffing  to cover  the  trading  and  service  needs of the  retail  commission
business,  and, in the fourth  quarter,  the tax exempt  underwriting  business.
Management,  staff and incentive bonuses increased  $350,000  reflecting volume,
improved performance and firm profitability. The balance of the increase relates
primarily to an increase in average head count of 73 for 1995 to 95 for 1996, an
increase of 32%.  The staff  increase is  primarily  related to the  increase in
retail  commission  business  and, in the fourth  quarter,  the  addition of the
municipal investment banking professionals.

                                       23
<PAGE>

         Clearing and brokerage fees increased $336,000 or 7.9% to $4.6 million.
Such costs increased substantially less than commission volume due to the effect
of a new clearing cost structure that became  effective in the second quarter of
1995.

         Advertising  and promotion  expense  increased  $780,000 or 31% to $3.3
million due to increased branch and service promotion (for example,  the opening
of the Naples  office in early 1996 and the Surfside  and Palm Beach  offices in
late 1996 and the  introduction  of new products  such as "Siebert  OnLine") and
increased advertising and promotion to differentiate Siebert from other firms in
an increasingly competitive environment.

         Communications expense increased $240,000 or 22% to $1.4 million as the
client  base and  volume  increased  and more  services  were  offered  directly
on-line.

         Occupancy costs increased $77,000 or 24% to $403,000 principally due to
opening a new branch in Naples, Florida in December 1995, pre-opening and rental
costs of three new retail  branches in late 1996, and the new location costs for
the Siebert, Brandford, Shank division for the fourth quarter of 1996.

         Interest expense declined $278,000 or 49% to $291,000  primarily due to
the  decreased  use of  equity  trading  strategies  that  involve  large  short
positions.  Dividend  charges  against  short  positions are included as part of
interest expense.

         Other general and  administrative  expenses decreased $122,000 or 5% to
$2.3 million due principally to reduced legal and consulting fees in the current
year.  Included in general and  administrative  costs for 1996 are approximately
$210,000 in legal,  accounting  and printing  costs related to the JMI merger in
November 1996.

         Siebert's  current and pro forma  provision for income taxes  increased
$405,000  or 74% to  $953,000  while  pro  forma  net  income  for 1996 was $1.2
million,  an  increase  of $516,000  or 74% over 1995,  both  proportional  to a
similar increase in pre-tax income.

YEAR ENDED DECEMBER 31, 1995 COMPARED TO YEAR ENDED DECEMBER 31, 1994

         Total revenues for 1995 were $21.0 million, an increase of $3.7 million
or 21% over 1994.  Commission and fee income and interest and dividend  revenues
increased and trading and investment banking revenues declined.

         Commission  and fee  income  increased  $3.5  million  or 29% to  $15.6
million due to the continued bull market and increased  spending for advertising
to attract additional clients.

         Trading profits declined  $607,000 or 19% to $2.6 million due to a lack
of liquidity and substantially  reduced  volatility in the firm's markets during
the  second  half  of  the  year  thus   limiting  the  trading  and   arbitrage
opportunities present in the first half of the year and in the prior period.

         Interest and dividends  increased  $927,000 or 200% to $1.4 million due
to increases in long trading positions and in trading strategies which generated
greater dividend income.

         Investment  banking revenues decreased $139,000 or 9.1% to $1.4 million
due to reduced  underwriting  volume generally in municipal  markets and a shift
from negotiated  underwriting  transactions to  competitively  bid  transactions
which are relatively less profitable for participants.

                                       24
<PAGE>

         Total costs and  expenses for 1995 were $19.8  million,  an increase of
$3.0 million or 18% over 1994. All categories of costs increased except interest
expense.

         Employee  compensation  and benefit costs increased $2.5 million or 40%
to $8.6 million due to an increase in  Subchapter-S  compensation to Ms. Siebert
of $1.76 million,  an increase in contractual  incentive  bonus  compensation of
$355,000 and an increase in the bonus  provision for other staff and  executives
of $365,000.

         Clearing and brokerage fees increased $282,000 or 7.1% to $4.2 million.
Such costs increased substantially less than commission volume due to the effect
of a new clearing cost structure that became  effective in the second quarter of
1995.

         Advertising and promotion  expense  increased  $186,000 or 8.1% to $2.5
million primarily in increased  advertising to differentiate  Siebert from other
firms in an increasingly competitive environment.

         Communications expense increased $117,000 or 12% to $1.1 million due to
increased  market volume,  increased use of "800" number service  resulting from
national  television  advertising  and increased  use of Siebert's  market phone
service for orders as well as customer inquiries.  Also as a result of increased
volume, the cost of quote services increased $58,000 or 14%.

         Occupancy  costs  increased  $3,000 or 0.9% to $326,000  primarily from
cost escalation provisions in existing leases.

         Interest expense declined $34,000 or 5.7% to $568,000  primarily due to
the  decreased  use of  equity  trading  strategies  that  involve  large  short
positions.  Dividend  charges  against  short  positions are included as part of
interest expense.

         Pro forma  provision  for income  taxes  increased  $303,000 or 124% to
$548,000 and pro forma net income for 1995 was $697,000, an increase of $385,000
or 123% over 1994, both proportional to a similar increase in pre-tax income.

LIQUIDITY AND CAPITAL RESOURCES

         Upon the completion of the Rights Offering and assuming the exercise of
all of the  Rights,  the  Company  will  have  approximately  $____  million  in
additional cash and/or short-term securities.

         The Company's assets are highly liquid,  consisting  generally of cash,
money market funds and securities  freely salable in the open market.  Siebert's
total  assets at June 30, 1998 were $23  million,  of which $2 million  took the
form of a secured  demand  note.  At such  date,  $14.2  million or 62% of total
assets were highly liquid.

         Siebert is subject to the net capital requirements of the SEC, the NYSE
and other regulatory  authorities.  At June 30, 1998,  Siebert's  regulatory net
capital  was $6.9  million,  $6.6  million  in  excess  of its  minimum  capital
requirement of $250,000.

                                       25
<PAGE>

                                    BUSINESS

GENERAL

         The Company, through its wholly owned subsidiary, Muriel Siebert & Co.,
Inc.  ("Siebert"),  is a retail  discount  brokerage and municipal and corporate
investment  banking firm  operating  through 14 offices  throughout the country.
Muriel F. Siebert, the first woman member of the New York Stock Exchange, is the
Chair and President and owns  approximately 96% of the outstanding common stock,
par value $.01 per share (the "Common Stock"), of the Company.

         The Company has acquired  accounts from other discount  brokerage firms
and,  from  time to time,  the  Company  has  considered  acquisitions  of other
discount  brokerage  firms or their  accounts.  Although the Company  intends to
pursue these  opportunities,  there can be no assurance that the Company will be
able to successfully consummate any such acquisitions in the future.

         The Company was ranked third among discount brokerage firms in the July
1998 issue of SMART  MONEY  MAGAZINE  in part based upon "a huge  advance in its
responsiveness  and solid gains in on-line trading,  mutual funds and breadth of
products." In addition,  unlike many discount brokerage firms, the firm offers a
wide variety of underwriting  and investment  banking  services.  Such services,
offered through its Capital Markets division,  include acting as senior manager,
co-manager or otherwise participating in the underwriting or sales syndicates of
municipal,  corporate  debt and  equity,  government  agency and  mortgage/asset
backed securities issues.

         The  Company  became a  reporting  company  through  a  merger  with J.
Michaels,  Inc.  ("JMI"),  a company  not  previously  associated  with  Siebert
Financial  Corp.,  effective  on November  8, 1996.  Following  the merger,  the
Company's fiscal year was changed to December 31.

         The  Company  was  incorporated  on April 9, 1934 under the laws of the
State of Delaware.  Siebert was  incorporated on June 13, 1969 under the laws of
the State of  Delaware.  The  principal  executive  offices of the  Company  and
Siebert are located at 885 Third Avenue,  17th Floor,  New York,  New York 10022
and their telephone number is (212) 644-2400.

BUSINESS OVERVIEW

         Siebert provides  services to its customers through two main divisions.
Through its Retail  division,  Siebert provides  discount  brokerage and related
services to its retail investor accounts.  Through its Capital Markets division,
Siebert  offers  institutional  clients equity  execution  services on an agency
basis as well as equity, fixed income and municipal  underwriting and investment
banking  services.  In addition,  this  division  participates  in the secondary
markets for Municipal and U.S. Treasury securities and also trades listed closed
end  bond  funds  and  certain  other  securities  for  its  own  account.  This
proprietary  trading  business is  segregated  from that of the agency  business
executed on behalf of institutional clients.

         The  Company  believes  that  it is the  largest  Woman-Owned  Business
Enterprise  ("WBE")  that is a New York  Stock  Exchange  member in the  capital
markets  business in the country and the largest  Minority and Women's  Business
Enterprise  ("MWBE")  in the tax exempt  underwriting  business  in the  country
through its affiliate Siebert, Brandford, Shank & Co., L.L.C.

THE RETAIL DIVISION

         DISCOUNT  BROKERAGE AND RELATED  SERVICES.  The Securities and Exchange
Commission  (the  "SEC")   eliminated   fixed  commission  rates  on  securities
transactions on May 1, 1975, a date that would

                                       26
<PAGE>

later come to be known as "May Day," spawning the discount  brokerage  industry;
that very day,  on the  opening  bell,  Siebert  executed  its first  discounted
commission  trade.  The firm has been in  business  and a member of The New York
Stock Exchange, Inc. (the "NYSE") longer than any other discount broker.

         Siebert's focus in its discount  brokerage  business is to serve retail
clients who seek a wide selection of quality investment  services at commissions
that are substantially lower than those of full-commission firms and competitive
with the national discounters. In fact, many of Siebert's new accounts come from
such full-commission firms.

         Siebert clears all securities  transactions on a fully-disclosed  basis
through National Financial Services Corp. ("NFSC"), a wholly owned subsidiary of
Fidelity   Investments.   NFSC,   with  over  $9   billion   in   assets,   adds
state-of-the-art  technology as well as back-office experience to the operations
of Siebert supplementing Siebert's in-house systems.

         Siebert  serves  investors  who make  their own  investment  decisions.
Siebert seeks to assist its customers in their investment  decisions by offering
a number of value added services,  including  research by fax and quick and easy
access to account information.  The firm provides its customers with information
via a toll-free 800 service direct to its representatives  Monday through Friday
between 7:30 a.m. and 7:30 p.m.  Eastern Time.  Through its SiebertNet,  Siebert
OnLine  and  Siebert  MarketPhone  services,  24 hour  access  is  available  to
customers.

         INDEPENDENT  RETAIL  EXECUTION  SERVICES.  Siebert  is  independent  of
Over-the-Counter  ("OTC") and Third Market market makers and consequently offers
what it believes to be the best possible trade executions for customers. Siebert
does not make  markets in  securities,  nor does it  position  against  customer
orders.  Most of the firm's listed orders are routed to the primary exchange for
execution,  however,  all such customer  orders are afforded the opportunity for
price improvement.  Through a service called NYSE Prime(1), Siebert also has the
ability to  document  to  customers  all price  improvements  received on orders
executed  on the NYSE when orders are filled at better  than the  National  Best
Bid/Offer.

         The firm's OTC orders are  executed  through a network of  unaffiliated
Nasdaq  market  makers  with  no  single  market  maker  executing  all  trades.
Additionally,   the  firm  offers  customers   execution  services  through  the
SelectNet(2)  and Instinet(3)  systems for an additional fee. These systems give
customers  access to  extended  trading  hours.  Siebert  believes  that its OTC
executions  afford its customers the best possible  opportunity  for  consistent
price improvement.  Siebert does not have any affiliation with market makers and
therefore does not execute OTC trades through affiliated market makers.

         Siebert executes trades of fixed income securities  through its Capital
Markets  division.  Representatives  of this division  assist clients in buying,
selling or shopping for competitive yields of fixed income securities, including
municipal bonds, corporate bonds, U.S. Treasuries,  mortgage-backed  securities,
Government  Sponsored  Enterprises,  Unit  Investment  Trusts or Certificates of
Deposit. See "Description of Business --Capital Markets Division."

         RETAIL  CUSTOMER  SERVICE.  Siebert  provides retail  customers,  at no
additional  charge,  with  personal  service via  toll-free  access to dedicated
customer  support  personnel for all of its products and services.  The customer
service  department  is  located  in its  home  office  in New  York  City.  The
department is staffed and  supervised by securities  professionals  qualified to
address all of the clients' needs. Each representative is equipped with powerful
workstations  running  multiple  software  programs   simultaneously  for  quick
response 

- -------------------
(1)   NYSE Prime is a service mark of the New York Stock Exchange, Inc.
(2)   SelectNet is a trademark of The Nasdaq Stock Market, Inc.
(3)   Instinet is a trademark of Reuters Group PLC.

                                       27
<PAGE>

to  customer  inquiries.  The  workstations  display  real-time  quotes,  market
information,  up-to-date  equity  and margin  balances,  positions  and  account
history.

         PRODUCTS AND SERVICES.  Siebert  offers  retail  customers a variety of
products and services  designed to assist them with their  investment  needs and
allow  them the  convenience  of  maintaining  a single  brokerage  account  for
simplicity and security.  The firm backs up its order  execution  service with a
guarantee  that states,  "If you are  dissatisfied  with a trade for any reason,
that trade is commission free," which excludes losses due to fluctuations in the
market value of securities and applies only to commissions.

         Siebert's  products and services  include the Siebert Asset  Management
account featuring no-fee, no minimum check writing with payee detail; a dividend
reinvestment  program  that  allows  for  the  automatic  reinvestment  of  cash
dividends as well as capital gains  distribution;  retirement  accounts that are
free of fees if the account  maintains assets of at least $10,000;  $100 million
in  protection  per  account,  consisting  of  $500,000  in  protection  through
Securities  Investor  Protection  Corporation  ("SIPC")  and  $99.5  million  in
additional protection at no charge; and free safekeeping services.

         ELECTRONIC   SERVICES.   Siebert  provides  customers  with  electronic
delivery of services  through a variety of means,  as discussed  below.  Siebert
believes,  however, that the electronic delivery services, while cost efficient,
do not  offer a  customer  the  ultimate  in  flexibility.  Siebert  believes  a
combination of electronic services and personalized telephonic service maintains
customer  loyalty and best serves the needs of most customers.  To that end, all
of the  services  of the firm  are  supported  by  trained  licensed  securities
professionals.

         SIEBERTNET - Internet access with features including the efficiency and
manageability  of placing  low  commission  stock and option  orders,  obtaining
research and real time  quotes,  confirmation  of pending and  executed  orders,
access to late breaking news and valuable financial reports,  as well as current
account information including balances and positions.

         SIEBERT  ONLINE - the firm's  popular PC software  runs on Windows 3.1,
Windows95 and Windows984 - through a secure private connection. It features easy
installation and intuitive  operations but its design lends itself to the active
trader as well.  With the click of a mouse,  investors  can check their  account
status, get real-time quotes and place orders 24 hours a day.

         SIEBERT MARKETPHONE(R) - allows customers to trade at their convenience
through  touch-tone phones and to check balances and executions and receive free
real-time quotes (including  closed end mutual funds).  The service also permits
automatic  transfer to a live broker or the use of the fax-on-demand  feature to
select an investment  report to be delivered to a fax machine through the firm's
Research by Fax(R) service.

         SELECTNET  AND INSTINET - gives  customers  access to extended  trading
hours.

         PERFORMANCEFAX - allows customers to receive a comprehensive profit and
loss analysis of their  portfolios  faxed each morning  before the market opens.
Alternatively,  the  customer can select from weekly and monthly  schedules  for
receipt of PerformanceFax reports.

         SIEBERT   FUNDEXCHANGE(R)-  the   FundExchange(R)Mutual   Fund  service
provides  customers with access to approximately  7,000 mutual funds,  including
2,000 no-load funds, about 1,000 of which have no transaction fees.

         ON-LINE  STATEMENT  IMAGING  SYSTEM -  electronic  imaging of  customer
statements are displayed directly on the screen of Siebert  representatives  for
fast accurate detail of customer accounts.

- -------------------
(4)   Windows 3.1,  Windows95  and  Windows98  are  trademarks  of the Microsoft
      Corporation.
                                       28
<PAGE>

         VISA(R)5  DEBIT CARD - allows  customers the  convenience  of a Siebert
VISA debit card.

         SIEBERT RESEARCH BY FAX - customers are able to call toll free from any
touch tone  telephone  and select from a list of research  reports  that will be
faxed 24 hours a day. Upon request,  such reports will be mailed to customers or
made available for customer pick-up at any branch.

         VIP PREMIERE  STATEMENT - these statements  offer a more  sophisticated
view  of the  brokerage  account  information  including  an  account  valuation
section,  an asset  allocation  pie chart,  an enhanced  activity  section and a
detailed income summary section.

         NEW  ACCOUNTS  DEPARTMENT.  Siebert  maintains a separate  New Accounts
department to  familiarize  each customer  with  Siebert's  variety of services,
policies  and  procedures.  The  department  assists in the  development  of new
business received through the firm's print and broadcast  advertising as well as
its referral programs.

         The New Accounts department assesses the credit worthiness of customers
and monitors control procedures for each new customer.  These procedures include
the use of a combination of nationally  recognized  fraud  prevention  services,
credit  bureaus and  internal  controls  developed  and  maintained  by Siebert.
Management feels that these procedures minimize Siebert's exposure to customers'
fraudulent activities.

         The New Accounts  department  staff also assists  customers in document
management and compliance with regulatory requirements.

         RETIREMENT   ACCOUNTS.   Siebert   offers   customers   a  variety   of
self-directed   retirement   accounts   for  which  it  acts  as  agent  on  all
transactions.  Custodial services are provided through an affiliate of NFSC, the
firm's clearing agent, which also serves as trustee for such accounts.  IRA, SEP
IRA,  ROTH IRA,  401(k) and KEOGH  accounts  can be  invested in a wide array of
mutual funds,  stocks,  bonds and other investments all through one consolidated
account.  Cash  balances in these  accounts  are swept daily to the money market
fund chosen by the customer.  Retirement accounts in excess of $10,000 in assets
are free of  maintenance  fees.  Retirement  accounts  also enjoy free  dividend
reinvestment  in more than 12,000  publicly  traded  securities and mutual funds
allowing  customers to  automatically  reinvest cash dividends and capital gains
distributions for additional shares of the same security.

         CUSTOMER FINANCING.  Customers' securities transactions are effected on
either a cash or margin  basis.  Generally,  a customer  buying  securities in a
cash-only  brokerage account is required to make payment by the settlement date,
generally  three  business  days  after  the  trade is  executed.  However,  for
purchases of certain types of securities,  such as options, a customer must have
a cash or a money  market fund balance in his or her account  sufficient  to pay
for the trade prior to its  execution.  When selling  securities,  a customer is
required to deliver the securities,  and is entitled to receive the proceeds, on
the  settlement  date.  In an account  authorized  for margin  trading,  Siebert
arranges  for the  clearing  agent to lend its  customer a portion of the market
value of  certain  securities  up to the limit  imposed by the  Federal  Reserve
Board,  which for most  equity  securities  is  initially  50%.  Such  loans are
collateralized  by the  securities  in the  customer's  account.  Short sales of
securities  represent  sales of borrowed  securities and create an obligation to
purchase the securities at a later date.  Customers may sell securities short in
a margin account  subject to minimum equity and applicable  margin  requirements
and the availability of such securities to be borrowed.

- -------------------
(5)   VISA is a registered trademark of VISA International, Inc.

                                       29
<PAGE>

         In permitting a customer to engage in transactions, Siebert assumes the
risk of its  customer's  failure to meet his or her  obligations in the event of
adverse  changes in the market value of the  securities  positions in his or her
account.  Both  Siebert and its clearing  agent  reserve the right to set margin
requirements higher than those established by the Federal Reserve Board.

         CURRENT  DEVELOPMENTS.  In June  1998,  Siebert  signed  a new one year
agreement  with NFSC which  provides,  among other  things,  for reduced  ticket
charges and execution fees. Such agreement  provides for the retroactive  effect
of the new charges and execution fees in an amount not to exceed $1,000,000.  If
the new agreement had been effective for the entire calendar year 1997,  Siebert
would have realized monthly savings of a minimum of $150,000. A pro rata portion
of the payment is refundable under certain circumstances and accordingly Siebert
recognized pre-tax income of approximately  $750,000 in its financial statements
for the second  quarter of 1998.  The balance  shall be  recognized  in a future
period after such  balance is no longer  refundable.  In addition,  Siebert will
have reduced clearing costs and execution fees for the remainder of the contract
term  based on the  volume of trades  and  customer  account  balances.  The new
agreement  also provides  increasing  volume  discounts as the monthly number of
trades increases.

         OFFICES.  Siebert currently  maintains seven retail discount  brokerage
offices.  See  "Properties."  Customers  can visit the offices to obtain  market
information,  place  orders,  open  accounts,  deliver  and  receive  checks and
securities, and obtain related customer services in person.
Nevertheless, most of Siebert's activities are conducted by telephone and mail.

         The New York office  remains open Monday  through Friday from 7:30 a.m.
to 7:30 p.m.,  Eastern Time,  while branch  offices remain open from 9 a.m. to 5
p.m., Eastern Time, to service customers in person and by telephone.

         RISK  MANAGEMENT.  The  principal  credit  risk to which the Company is
exposed on a regular basis is to customers  who fail to pay for their  purchases
or who fail to maintain the minimum  required  collateral  for amounts  borrowed
against securities positions.

         Siebert  has  established  policies  with  respect to maximum  purchase
commitments for new customers or customers with inadequate collateral to support
a  requested  purchase.  Managers  have some  flexibility  in  allowing  certain
transactions.  When transactions occur outside normal guidelines,  such accounts
are  monitored  closely until their  payment  obligation  is  completed;  if the
customer does not meet the commitment, steps are taken to close out the purchase
and minimize any losses.

         Siebert has a risk unit  specifically  responsible  for  monitoring all
customer  positions for the  maintenance of required  collateral.  The unit also
monitors  accounts  that may be  concentrated  unduly in one or more  securities
whereby a significant decline in the value of a particular concentrated security
could reduce the value of the  account's  collateral  below the  account's  loan
obligation.  Siebert  has not had  significant  credit  losses  in the last five
years.

         INFORMATION   SYSTEMS.   Siebert's   operations  rely  heavily  on  its
information  processing  and  communications   systems.   Siebert's  system  for
processing   securities    transactions   is   highly   automated.    Registered
representatives  equipped with online  computer  terminals  can access  customer
account information,  obtain securities prices and related information and enter
and confirm orders online.

         To support its  customer  service  delivery  systems,  as well as other
applications such as clearing functions, account administration,  record keeping
and direct  customer  access to  investment  information,  Siebert  maintains  a
computer network in New York.  Through its clearing agent,  Siebert's  computers
are also linked to the major registered United States securities exchanges,  the
National  Securities  Clearing  Corporation  and The  Depository  Trust Company.
Failure of Siebert's information processing or

                                       30
<PAGE>

communication  systems for a significant  period of time could limit its ability
to process its large volume of transactions  accurately and rapidly.  This could
cause  Siebert to be unable to satisfy its  obligations  to customers  and other
securities  firms, and could result in regulatory  violations.  External events,
such as an earthquake or power failure, loss of external information feeds, such
as security price information,  as well as internal malfunctions,  such as those
that could occur during the implementation of system modifications, could render
part or all of such systems inoperative.

         To enhance the reliability of the system and integrity of data, Siebert
maintains  carefully  monitored  backup and recovery  functions.  These  include
logging of all critical files intra-day, duplication and storage of all critical
data outside of its central  computer  site each  evening,  and  maintenance  of
facilities for backup and communications located offsite.

CAPITAL MARKETS DIVISION

         In  1991,  Siebert  formalized  its  commitment  to  its  institutional
customer  base by creating a separate  capital  markets  division  (the "Capital
Markets  Division").  This  division has served as a  co-manager,  selling group
member  or   underwriter   on  a  full  spectrum  of  securities   offerings  by
municipalities, corporations and Federal agencies.

         The two principal areas of the Capital Markets  Division are investment
banking and institutional equity execution services.

         INVESTMENT  BANKING.  Siebert  offers  investment  banking  services to
corporate and  municipal  clients  through its Capital  Markets  Division  which
participates  in public  offerings  of equity  and debt  securities  for sale to
institutional and individual investors.

         Siebert has  participated  as an underwriter for taxable and tax-exempt
debt,  raising  capital for many types of issuers  including  states,  counties,
cities, transportation authorities,  sewer and water authorities and housing and
education  agencies.  Since it began  underwriting  in 1989, the firm has either
senior or co-managed over $100 billion in total  transaction  value of municipal
debt.  Siebert  has  participated  as an  underwriter  in several of the largest
common stock offerings that have come to market,  including  Conrail,  Allstate,
PacTel Corporation,  Estee Lauder and Lucent Technologies. To date, the firm has
participated  as an  underwriter  or selling  group member in over 210 corporate
offerings,  including  debt  issuances,  totaling  over  $137  billion  in total
transaction value.

         During 1996, Siebert formed the Siebert,  Brandford,  Shank division of
the  investment  banking group to add to the former  activities of Siebert's tax
exempt underwriting department.  This division is primarily comprised of a group
of investment  banking  professionals  who were previously  employed by the 13th
largest tax exempt  underwriting  firm in the  country.  The  operations  of the
Siebert,  Brandford, Shank division were moved on July 1, 1998 to a newly formed
entity, Siebert,  Brandford,  Shank & Co., L.L.C. Two individuals,  Mr. Napoleon
Brandford  and Ms.  Suzanne F. Shank,  own 51% of the equity and are entitled to
51% of the net profits,  after Siebert's  recovery of start-up  expenses,  while
Siebert  is  entitled  to  the  balance.  The  group  has  made  Siebert  a more
significant  factor  in the tax  exempt  underwriting  area and is  expected  to
enhance  Siebert's  government and  institutional  relationships  as well as the
breadth of products  that can be made  available  to retail  clients.  See "Risk
Factors --Capitalization of Siebert, Brandford, Shank & Co., L.L.C."

         Pending  transfer  to  Siebert,  Brandford,  Shank & Co.,  L.L.C.,  the
municipal  bond business was operated as a division of Siebert,  pursuant to the
financial arrangement previously described.

         In addition to occupying a portion of Siebert's existing offices in New
York,  Siebert,  Brandford,  Shank & Co., L.L.C.  operates out of offices in San
Francisco, Seattle, Houston, Chicago, Detroit, Los Angeles and Dallas.

                                       31
<PAGE>

         To date,  the Siebert,  Brandford,  Shank  division has  co-managed  or
senior  co-managed  offerings of over $27 billion in total transaction value and
senior  managed  offerings  of over $700  million  in total  transaction  value.
Clients include the States of California, Texas and Washington and the Cities of
New York, Chicago, Detroit and St. Louis.

         The principal  sources of revenue of the Capital  Markets  Division are
underwriting profits and management fees derived from underwriting.

         Certain  risks  are  involved  in  the   underwriting   of  securities.
Underwriting  syndicates  agree to purchase  securities  at a discount  from the
initial  public  offering  price.  If the  securities  must  be sold  below  the
syndicate  cost, an underwriter  is exposed to losses on the securities  that it
has committed to purchase.  In the last several years,  investment banking firms
have  increasingly  underwritten  corporate and municipal  offerings  with fewer
syndicate participants or, in some cases, without an underwriting  syndicate. In
such  cases,  the  underwriter  assumes  a larger  part or all of the risk of an
underwriting  transaction.  Under Federal  securities laws, other laws and court
decisions,  an  underwriter is exposed to  substantial  potential  liability for
material  misstatements  or omissions of fact in the prospectus used to describe
the securities  being offered.  While  municipal  securities are exempt from the
registration   requirements   of  the   Securities  Act  of  1933,  as  amended,
underwriters  of municipal  securities  nevertheless  are exposed to substantial
potential  liability in connection with material  misstatements  or omissions of
fact in the offering  documents  prepared in connection  with  offerings of such
securities.

         INSTITUTIONAL   EQUITY   EXECUTION   SERVICES.   The  firm   emphasizes
personalized  service,  professional  order handling and client  satisfaction to
approximately 600 institutional accounts. It utilizes up to 15 independent floor
brokers that use an extensive  network  linked via direct "ring down"  circuits.
Each broker is strategically located on a major exchange which allows Siebert to
execute orders in all market environments.  Utilizing its clearing  arrangement,
Siebert has the ability to provide  foreign  execution and clearing  services to
institutional  customers.  Although the firm has a proprietary trading function,
it does not execute customer orders against such proprietary  positions  because
Siebert believes its client's interest in a transaction  should always be placed
above any other interest.  The firm's institutional client list includes some of
the largest pension funds, investment managers and banks across the country. The
firm trades an average of 540,000 shares daily for  institutional  investors and
for its own account.

         The Institutional  Equity Execution  Services  department  utilizes the
Siebert  Real-Time List Execution  ("SRLX") system.  The SRLX system is designed
exclusively  for  institutional  customers who employ the use of basket  trading
strategies  in their  portfolio  management.  This  system  enables  the Capital
Markets  Division  to  simultaneously  manage an array of baskets  for  multiple
clients while providing  real-time  analysis.  The SRLX system can be integrated
into an  existing  local  area  network.  It is  built  with the  latest  32 bit
technology to take  advantage of today's  Pentium6-based  PCs running  Microsoft
Windows98, Windows95 or Windows NT.7 Data integrity is assured through a private
digital T1 line with built-in network redundancy.

         The SRLX  system is built for  institutional  customers  with  features
designed to add significant value to their trading  capabilities.  This system's
features  include:   design  and  development  by  in-house   professionals  for
reliability and speed;  sophisticated  graphical interface allowing  exceptional
control and monitoring;  real-time order entry, reporting and messaging from the
inter-market  trading  network;  real-time  basket  analysis  including  average
pricing and liquidity;  multiple basket management from a single window; account
allocation and automated report  uploading;  customized  client reports;  active
intervention for large

- -------------------
(6)   Pentium is a trademark of the Intel Corporation.
(7)   Microsoft  Windows98,  Windows95  and  WindowsNT  are  trademarks  of  the
      Microsoft Corporation.

                                       32
<PAGE>

blocks or inactive stocks; and built-in fail-safe and recovery system.

ADVERTISING, MARKETING AND PROMOTION

         Siebert develops and maintains its retail customer base through printed
advertising in financial  publications,  broadcast commercials over national and
local cable TV channels as well as promotional efforts and public appearances by
Ms. Siebert.  Additionally,  a significant portion of the firm's new business is
developed  directly from  referrals by satisfied  customers.  Many of the firm's
competitors expend  substantial funds in advertising and direct  solicitation of
prospects and customers to increase their share of the market.

         The Capital  Markets  Division  maintains a practice of  announcing  in
advance  that it will  contribute  a portion of the net  commission  revenues it
derives  from  sales of  certain  negotiated  new issue  equity,  municipal  and
government bonds to charitable organizations. Siebert is certified as a WBE with
numerous states, agencies and authorities.  Siebert is the only WBE which offers
both retail and institutional product distribution capabilities.  It is also the
largest  WBE with  significant  minority  participation.  Although it has been a
member of the New York Stock  Exchange  since 1967,  new business  opportunities
have become  available to it based upon its status as a WBE. See "Description of
Business - Regulation."

COMPETITION

         Siebert encounters  significant  competition from  full-commission  and
discount  brokerage firms, as well as from financial  institutions,  mutual fund
sponsors  and other  organizations  many of which are  significantly  larger and
better capitalized than Siebert. The general financial success of the securities
industry  over the past several  years has  strengthened  existing  competitors.
Siebert  believes  that  such  success  will  continue  to  attract   additional
competitors such as banks,  insurance  companies,  providers of online financial
and information  services and others as they expand their product lines. Many of
these competitors are larger, more diversified,  have greater capital resources,
and offer a wider range of services and financial  products  than Siebert.  Some
such firms are offering  their  services over the facilities of the internet and
have  devoted  more  resources  to and have more  elaborate  web sites  than the
Company.  See "Use of Proceeds." Siebert competes with a wide variety of vendors
of financial  services for the same  customers.  Siebert  believes that its main
competitive  advantages  are quality of execution  and service,  responsiveness,
price of services and products offered and the breadth of its product line.

         There are currently over sixty  principal  competitors  with Siebert in
the discount brokerage  business.  Siebert charges  commissions  generally lower
than other discount  brokers but more than some others.  In investment  banking,
Siebert's principal  competitors for business include both national and regional
firms, some of whom have resources substantially greater than Siebert's. Siebert
believes that it is one of the largest independent  discount brokerage firms, as
most firms that were  previously  independent  have been  purchased by or merged
into larger financial institutions.

                                       33

<PAGE>
REGULATION

         The  securities  industry in the United  States is subject to extensive
regulation  under both  Federal  and state laws.  The SEC is the Federal  agency
charged  with   administration  of  the  Federal  securities  laws.  Siebert  is
registered  as  a  broker-dealer  with  the  SEC,  the  NYSE  and  the  National
Association  of Securities  Dealers,  Inc.  ("NASD").  Much of the regulation of
broker-dealers has been delegated to self-regulatory organizations,  principally
the NASD and national  securities  exchanges such as the NYSE which is Siebert's
primary  regulator with respect to financial and operational  compliance.  These
self-regulatory  organizations  adopt  rules  (subject  to  approval by the SEC)
governing  the industry and conduct  periodic  examinations  of  broker-dealers.
Securities firms are also subject to regulation by state securities  authorities
in  the  states  in  which  they  do  business.   Siebert  is  registered  as  a
broker-dealer in 48 states, the District of Columbia and Puerto Rico.

         The principal  purpose of regulations and discipline of  broker-dealers
is  the  protection  of  customers  and  the  securities  markets,  rather  than
protection of creditors and shareholders of  broker-dealers.  The regulations to
which  broker-dealers are subject cover all aspects of the securities  business,
including  training  of  personnel,   sales  methods,  trading  practices  among
broker-dealers, uses and safekeeping of customers' funds and securities, capital
structure of securities firms, record keeping,  fee arrangements,  disclosure to
clients,  and the  conduct of  directors,  officers  and  employees.  Additional
legislation,  changes  in rules  promulgated  by the SEC and by  self-regulatory
organizations or changes in the  interpretation  or enforcement of existing laws
and rules may  directly  affect the method of  operation  and  profitability  of
broker-dealers and investment advisers. The SEC,  self-regulatory  organizations
and state securities  authorities may conduct  administrative  proceedings which
can result in censure,  fine, cease and desist orders or suspension or expulsion
of a  broker-dealer  or an investment  adviser,  its officers or its  employees.
Neither the Company nor Siebert has been the subject of any such  administrative
proceedings.

         As a registered broker-dealer and NASD member organization,  Siebert is
required by Federal law to belong to SIPC,  which provides,  in the event of the
liquidation  of a  broker-dealer,  protection  for  securities  held in customer
accounts  held  by  the  firm  of up to  $500,000  per  customer,  subject  to a
limitation of $100,000 on claims for cash  balances.  The SIPC is funded through
assessments  on registered  broker-dealers.  In addition,  Siebert,  through its
clearing  agent,  has  purchased  from  private  insurers   additional   account
protection  of up to $99.5  million  per  customer,  as  defined,  for  customer
securities  positions only. Stocks,  bonds,  mutual funds and money market funds
are considered securities and are protected on a share basis for the purposes of
SIPC protection and the additional  protection.  Neither SIPC protection nor the
additional protection applies to fluctuations in the market value of securities.

         Siebert is also authorized by the Municipal Securities Rulemaking Board
to effect  transactions  in municipal  securities on behalf of its customers and
has obtained certain additional  registrations with the SEC and state regulatory
agencies necessary to permit it to engage in certain other activities incidental
to its brokerage business.

         Margin  lending  arranged by Siebert is subject to the margin  rules of
the Board of Governors of the Federal  Reserve  System and the NYSE.  Under such
rules, broker-dealers are limited in the amount they may lend in connection with
certain  purchases and short sales of securities and are also required to impose
certain  maintenance  requirements  on the amount of securities and cash held in
margin accounts. In addition, those rules and rules of the Chicago Board Options
Exchange  govern the amount of margin  customers  must  provide and  maintain in
writing uncovered options.

         In 1996, voters in the State of California approved  Proposition 209, a
proposed  statewide  constitutional  amendment by  initiative,  and the Governor
issued an executive order requiring state officials to immediately implement the
initiative. Proposition 209 bans preferential treatment for women and minorities

                                       34
<PAGE>

in state programs.  Under  Proposition  209, state agencies have been ordered to
end all quotas or set asides.  A number of lawsuits were filed  challenging  the
constitutionality  of the  proposition  under the  Fourteenth  Amendment and the
equal  protection  clause  and a court in San  Francisco  issued  an  injunction
blocking the  implementation  of the  proposition.  The Court of Appeals for the
Ninth Circuit considered the appeal of the injunction blocking Proposition 209's
implementation.  Such Court  expressly  upheld  Proposition 209 and the Governor
responded  to the  decision by signing an executive  order  abolishing  minority
preferences  in the awarding of state  contracts.  Ms.  Siebert  believes  that,
irrespective  of the legal  requirements,  as long as there is a "sensitivity to
diversity  and  competitive  equality,"  opportunities  will  be  available  for
qualified WBEs and MWBEs. See "Description of Business - Advertising,  Marketing
and Promotion."

NET CAPITAL REQUIREMENTS

         As a registered broker-dealer,  Siebert is subject to the SEC's Uniform
Net Capital Rule (Rule  15c3-1) (the "Net  Capital  Rule"),  which has also been
adopted through incorporation by reference in NYSE Rule 325. Siebert is a member
firm of the NYSE and the  NASD.  The Net  Capital  Rule  specifies  minimum  net
capital  requirements  for all  registered  broker-dealers  and is  designed  to
measure  financial  integrity  and  liquidity.  Failure to maintain the required
regulatory net capital may subject a firm to suspension or expulsion by the NYSE
and the NASD,  certain punitive  actions by the SEC and other regulatory  bodies
and, ultimately, may require a firm's liquidation.

         Regulatory   net  capital  is  defined  as  net  worth   (assets  minus
liabilities),  plus qualifying subordinated borrowings,  less certain deductions
that result from excluding assets that are not readily convertible into cash and
from  conservatively  valuing  certain other assets.  These  deductions  include
charges  that  discount  the value of firm  security  positions  to reflect  the
possibility of adverse changes in market value prior to disposition.

         The Net Capital Rule requires  notice of equity capital  withdrawals to
be provided to the SEC prior to and subsequent to withdrawals  exceeding certain
sizes. The Net Capital Rule also allows the SEC, under limited circumstances, to
restrict a broker-dealer  from withdrawing  equity capital for up to 20 business
days.

         The firm  falls  within  the  provisions  of Rule  240.15c3-1(a)(1)(ii)
promulgated  by the SEC.  Siebert  has  elected to use the  alternative  method,
permitted by the rule, which requires that Siebert maintain minimum net capital,
as defined,  equal to the greater of  $250,000 or 2 percent of  aggregate  debit
balances arising from customer  transactions,  as defined. (The net capital rule
of the NYSE also  provides  that  equity  capital may not be  withdrawn  or cash
dividends  paid if  resulting  net  capital  would  be less  than 5  percent  of
aggregate debits.) At June 30, 1998, Siebert had net capital of $6.9 million and
net capital  requirements  of $250,000  under  Regulation  240.15c3-1(a)(1)(ii).
Siebert is not subject to SEC Rule 15c3-3 and claims  exemption from the reserve
requirement  under Section  15c3-3(k)(2)(ii).  The firm maintains net capital in
excess of the SEC requirements.

EMPLOYEES

         The Company currently has approximately 115 employees,  all of whom are
full time and four of whom are  corporate  officers.  None of the  employees are
represented  by a union,  and the Company  believes that its relations  with its
employees are good.

                                       35
<PAGE>

PROPERTIES

         Siebert  operates  its business out of the  following  fourteen  leased
offices:
<TABLE>
<CAPTION>

                                            Approximate          Expiration
                                           Office Area in      Date of Current         Renewal
Location                                    Square Feet            Lease                Terms
- --------                                    -----------            -----                -----

Corporate Headquarters, Retail and
Investment Banking Office
- -------------------------
<S>           <C>                             <C>                  <C>                <C>
885 Third Ave.
New York, NY  10022                           7,828 SF             4/30/03                None

Retail Offices
- --------------

                                              1,000 SF            12/31/00                None
9693 Wilshire Boulevard
Beverly Hills, CA  90212

4400 North Federal Highway                    1,038 SF             2/28/02                None
Boca Raton, FL  33431

66 South Street                               1,341 SF             8/31/98                None
Morristown, NJ  07960

400 Fifth Avenue - South                      1,008 SF             4/22/99                None
Naples, FL  33940

240A South County Road                          770 SF            10/14/00           2 year option
Palm Beach, FL  33480

9569 Harding Avenue                           1,150 SF             9/30/98                None
Surfside, FL  33154

Investment Banking Offices
- --------------------------

30 N. LaSalle Street                          1,613 SF             8/31/99                None
Chicago, IL  60602

1845 Woodall Rodgers Freeway                    224 SF          Month to month            None
Dallas, TX  75201

400 Renaissance Center                        1,500 SF          Month to month            None
Detroit, MI  48243
</TABLE>

                                               36
<PAGE>

<TABLE>
<CAPTION>

                                            Approximate          Expiration
                                           Office Area in      Date of Current         Renewal
Location                                    Square Feet            Lease                Terms
- --------                                    -----------            -----                -----

<S>                                           <C>                  <C>                <C>
400 Louisiana                                 1,513 SF             6/29/99               None
Houston, TX 77002

523 West 6th Street                           1,138 SF         Month to month            None
Los Angeles, CA  90014

220 Sansome Street                            3,250 SF             2/28/00               None
San Francisco, CA  94104

601 Union Street                                325 SF         Month to month            None
Seattle, WA  98101
</TABLE>

         The Company  believes that its properties are in good condition and are
suitable and adequate for the Company's business operations.

LEGAL PROCEEDINGS

         Siebert is involved in various  routine  lawsuits of a nature  which is
deemed  customary and incidental to its business.  In the opinion of management,
the ultimate disposition of such actions will not have a material adverse effect
on its financial position or results of operations.

                                       37
<PAGE>

                                   MANAGEMENT

DIRECTORS AND EXECUTIVE OFFICERS

         The directors and executive officers of the Company are:

Name                          Age           Position
- ----                          ---           --------

Muriel F. Siebert             65            Chair, President and Director

Nicholas P. Dermigny          40            Executive Vice President, Chief
                                            Operating  Officer and Director

Richard M. Feldman            37            Executive Vice President, Chief
                                            Financial Officer and Assistant
                                            Secretary

Daniel Iesu                   38            Secretary

Patricia L. Francy            52            Director

Jane H. Macon                 51            Director

Monte E. Wetzler              62            Director

         Certain  information  furnished  to the  Company by each  director  and
executive officer is set forth below.

         Muriel F. Siebert has been Chair,  President  and a director of Siebert
since 1969 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  has been  Executive  Vice  President  and Chief
Operating  Officer of Siebert  since  joining  the firm in 1989 and the  Company
since  November  8,  1996.  Prior to 1993,  he was  responsible  for the  Retail
division. Mr. Dermigny became a director of the Company on November 8, 1996.

         Richard M. Feldman has been Executive Vice  President,  Chief Financial
Officer and  Assistant  Secretary of Siebert and the Company since October 1997.
From August 1992 to October 1997, Mr. Feldman served as Chief Financial  Officer
of various broker dealers,  including  Waterhouse  Securities,  Inc., a national
discount  brokerage  firm  headquartered  in  New  York  City.  Prior  to  these
positions,  Mr.  Feldman  worked  ten  years  for  Deloitte  &  Touche,  a large
international accounting firm. Mr. Feldman is a Certified Public Accountant.

         Daniel Iesu has been Secretary of Siebert since October 1996 and of the
Company since November 8, 1996. He has been Controller of Siebert since 1989.

         Patricia L. Francy 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.

                                       38
<PAGE>

         Jane H. Macon 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  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.

         The Board of Directors has standing Audit and  Compensation  Committees
consisting of Ms. Francy,  Ms. Macon and Mr. Wetzler with Ms. Siebert serving as
a non-voting member.

         Directors are elected by the shareholders at each annual meeting or, in
the case of a vacancy, appointed by the directors then in office, to serve until
the next annual  meeting or until their  successors  are elected and  qualified.
Pursuant to the Company's bylaws,  its officers are chosen annually by the Board
of Directors and hold office until their  respective  successors  are chosen and
qualified.

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 1997 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 1997,
1996 and 1995, there were only two such persons.

                           SUMMARY COMPENSATION TABLE

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

Muriel F. Siebert                1997       $ 150,000         $       --
Chair and President              1996         150,000          2,975,000
                                 1995         108,000          3,017,000

Nicholas P. Dermigny             1997         125,000            187,500
Executive Vice President         1996         125,000            205,000
and Chief Operating Officer      1995         125,000            175,000

Daniel Iesu                      1997          50,000             65,000
Secretary                        1996          50,000             53,250
                                 1995          47,692             42,500

                                       39
<PAGE>

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  40,000
shares of Common Stock at an exercise  price of $2.313 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.

STOCK OPTION PLAN

         The  Company's  1997 Stock  Option Plan (the "Stock  Option  Plan") was
adopted by the Board of Directors in March 1997 and approved by the shareholders
on  December 1, 1997.  The Stock  Option  Plan  permits  the  issuance of either
options  intended  to qualify  as  incentive  stock  options  ("Incentive  Stock
Options")  under  Section 422 of the Internal  Revenue Code of 1986,  as amended
(the  "Code"),  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.

         The Stock Option Plan  provides for the grant of options to purchase up
to  2,100,000  shares  of  Common  Stock to  employees  of the  Company  and its
subsidiaries.  The Stock Option Plan is administered by a committee of the Board
of  Directors  consisting  of  Patricia  L.  Francy,  Jane H. Macon and Monte E.
Wetzler (the "Committee") that selects persons to receive awards under the Stock
Option Plan,  determines  the amount of each award and the terms and  conditions
governing  such award,  interprets  the Stock Option Plan and any awards granted
thereunder,  establishes  rules and  regulations for the  administration  of the
Stock  Option Plan and takes any other action  necessary  or  desirable  for the
administration of the Stock Option Plan. The Stock Option Plan may be amended by
the  Board  of  Directors  as it 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 under any  applicable
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.

         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.  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.

                                       40
<PAGE>

         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.

         On May  16,  1997,  the  Company  granted  options  to  certain  of its
employees  at an  exercise  price of $2.313  per  share,  including  options  to
purchase  200,000  shares of Common Stock to its  Executive  Vice  President and
Chief Operating Officer and 60,000 shares to its Secretary. On November 6, 1997,
the Company  granted  options to purchase  40,000  shares of Common Stock to its
Executive  Vice  President and Chief  Financial  Officer at an exercise price of
$2.219 per share. On February 9, 1998, the Company granted options to certain of
its  employees at an exercise  price of $2.688 per share,  including  options to
purchase 40,000 shares of Common Stock to its Executive Vice President and Chief
Operating Officer,  8,000 shares of Common Stock to its Executive Vice President
and Chief  Financial  Officer and 8,000 shares of Common Stock to its Secretary.
All such options are exercisable at a rate of 20% on the first,  second,  third,
fourth and fifth  anniversaries  of the date of grant and expire after the tenth
anniversary  of the date of grant;  options to purchase an  aggregate of 796,800
shares  of Common  Stock are  currently  outstanding  and held by 34  employees.
Details of such grants are summarized below:

                                       41

<PAGE>
- --------------------------------------------------------------------------------
                             1997 STOCK OPTION PLAN
- --------------------------------------------------------------------------------
NAME AND POSITION                            FAIR VALUE ($)(1)  NUMBER OF UNITS
- --------------------------------------------------------------------------------
Muriel F. Siebert, Chair and President                 0                 0
- --------------------------------------------------------------------------------
Nicholas P. Dermigny, Executive                  287,200           240,000
Vice President and Chief Operating Officer
- --------------------------------------------------------------------------------
Richard M. Feldman, Executive                     55,440            48,000
Vice President, Chief Financial 
Officer and Assistant Secretary
- --------------------------------------------------------------------------------
Daniel Iesu, Secretary                            82,040            68,000
- --------------------------------------------------------------------------------
Executive Group (4 persons)                      424,680           356,000
- --------------------------------------------------------------------------------
Patricia L. Francy                                     0                 0
- --------------------------------------------------------------------------------
Jane H. Macon                                          0                 0
- --------------------------------------------------------------------------------
Monte E. Wetzler                                       0                 0
- --------------------------------------------------------------------------------
Non-Executive Director Group (3 persons)               0                 0
- --------------------------------------------------------------------------------
Non-Executive Officer Employee                   538,184           440,800
Group (approximately 31 persons)
- --------------------------------------------------------------------------------

RESTRICTED STOCK AWARD PLAN

         The 1998 Restricted Stock Award Plan (the "Plan"),  provides for awards
of not more than 60,000 shares of Common Stock, subject to adjustments for stock
splits,  stock dividends and other changes in the Company's  capitalization,  to
key employees,  to be issued either  immediately  after the award or at a future
date. As provided in the Plan and subject to  restrictions,  shares  awarded may
not be disposed of by the  recipients  for a period of one year from the date of
the award.  Cash  dividends  on shares  awarded  are held by the Company for the
benefit of the recipients,  subject to the same  restrictions as the award. Such
dividends  (without  interest)  are  paid to the  recipients  upon  lapse of the
restrictions.

         Pursuant  to the Plan,  400 shares of the  Company's  Common  Stock was
awarded to each of 110  employees  of the  Company,  effective  January 5, 1998.
Additional  awards of 400  shares  were  granted  to each of three  individuals,
effective  February 20, 1998. For shares that have been issued, the market value
at the date of the awards was $2.25 and $5.75, respectively.

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 SEC. "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.

- -----------------
(1)  The fair value of each option grant is estimated on the date of grant using
     the Black-Scholes  option-pricing model with the following weighted-average
     assumptions:  dividend yields ranging from 0% to 3.3%,  expected volatility
     ranging from of 25% to 39%,  risk-free interest rates ranging from 6.20% to
     6.43%, and expected lives ranging from 5 to 10 years.

                                       42
<PAGE>

                             PRINCIPAL SHAREHOLDERS

         The  following  table  sets  forth,  as of July  _____,  1998,  certain
information  with  respect to  beneficial  ownership of the Common Stock 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                       20,212,000          96.3%(2)
         885 Third Avenue, Suite 1720
         New York, New York 10022

         Nicholas P. Dermigny                        40,400(3)           *
         Richard M. Feldman                             400              *
         Daniel Iesu                                 12,400(4)           *
         Patricia L. Francy                          40,000(5)           *
         Jane H. Macon                               40,000(5)           *
         Monte E. Wetzler                            40,000(5)           *
         Directors and executive officers        20,385,200(6)       96.3%
           as a group (6 persons)

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

(1)      Percentages  computed in accordance with Rule 13d-3  promulgated  under
         the Exchange Act.

(2)      Includes  222,000 shares of Common Stock owned by the Muriel F. Siebert
         Foundation,  Inc.  as to  which  shares  Ms.  Siebert  has  voting  and
         investment power.

(3)      Includes 40,000 shares of Common Stock which Mr. Dermigny has the right
         to acquire pursuant to a stock option grant.

(4)      Includes  12,000 shares of Common Stock which Mr. Iesu has the right to
         acquire pursuant to a stock option grant.

(5)      Consists of 40,000  shares of Common  Stock which the  director has the
         right to acquire pursuant to a stock option grant.

(6)      Includes  options to purchase an aggregate of 172,000  shares of Common
         Stock described in footnotes 3, 4 and 5 above.

                                       43
<PAGE>

                               THE RIGHTS OFFERING

THE RIGHTS

         The Company is  distributing  transferable  Rights,  at no cost, to the
record  holders  ("Holders")  of the Common Stock  outstanding  as of the Record
Date.  The Company will  distribute one (1) Right for each share of Common Stock
held of record on the Record Date. The Rights will be evidenced by  transferable
Subscription  Certificates.   The  Company's  majority  shareholder,  Chair  and
President,  Muriel F.  Siebert,  has  indicated to the Company that to encourage
increased public ownership of stock, and consistent with her waiving her receipt
of past cash dividends,  she intends to waive the receipt of the Rights to which
she would otherwise be entitled.  An aggregate of up to approximately  1,100,000
Underlying Shares will be sold upon exercise of the Rights.

         No  Subscription  Certificate may be divided in such a way as to permit
the holder to receive a greater  number of Rights  than the number to which such
Subscription  Certificate entitles its holder,  except that a depositary,  bank,
trust company, and securities broker or dealer holding shares of Common Stock on
the Record Date for more than one  beneficial  owner may by delivering a written
request by 5:00 p.m., New York City time, on __________, August _____, 1998 and,
upon  proper  showing  to the  Subscription  Agent,  exchange  its  Subscription
Certificate  to obtain a  Subscription  Certificate  for the number of Rights to
which all such  beneficial  owners in the aggregate would have been entitled had
each been a Holder on the Record Date.

SUBSCRIPTION PRICE

         The  Subscription  Price is $_____ per Underlying  Share subscribed for
pursuant to the Basic Subscription Privilege or the Oversubscription  Privilege.
The  Subscription  Price of the  Rights  has  been  determined  by the  Board of
Directors of the Company  based upon an opinion of Advest,  Inc.,  its financial
advisor,  and  represents  a discount to the market price of the Common Stock at
the date of this Prospectus.

EXPIRATION DATE

         The  Rights  will  expire  at 5:00  p.m.,  New York City  time,  on the
Expiration Date. After the Expiration Date,  unexercised Rights will be null and
void.  The Company  will not be  obligated  to honor any  purported  exercise of
Rights received by the Subscription Agent after the Expiration Date,  regardless
of when the documents  relating to such exercise were sent,  except  pursuant to
the Guaranteed Delivery Procedures described below.

SUBSCRIPTION PRIVILEGES

         BASIC  SUBSCRIPTION  PRIVILEGE.  Pursuant  to  the  Basic  Subscription
Privilege,  each Right will entitle the holder thereof to receive,  upon payment
of  the  Subscription  Price,  one  (1)  share  of  Common  Stock.  Certificates
representing shares of Common Stock purchased pursuant to the Basic Subscription
Privilege  will be delivered to  subscribers  as soon as  practicable  after the
Expiration Date.

         OVERSUBSCRIPTION PRIVILEGE.  Subject to the allocation described below,
each Right also carries the right to subscribe pursuant to the  Oversubscription
Privilege at the Subscription  Price for a number of additional shares of Common
Stock available after  satisfaction of all  subscriptions  pursuant to the Basic
Subscription  Privilege,  subject to  proration  by the  Company  under  certain
circumstances.  The right to  subscribe  for  additional  shares of Common Stock
pursuant to the Oversubscription Privilege is not transferable.

         Underlying  Shares  will be  available  for  purchase  pursuant  to the
Oversubscription Privilege only

                                       44
<PAGE>

to the extent  that any  Underlying  Shares are not  subscribed  for through the
Basic  Subscription  Privilege.  If the  Underlying  Shares not  subscribed  for
through the Basic Subscription Privilege ("Excess Shares") are not sufficient to
satisfy all subscriptions pursuant to the Oversubscription Privilege, the Excess
Shares will be allocated  pro rata  (subject to the  elimination  of  fractional
shares) among those holders of Rights exercising the Oversubscription Privilege,
in  proportion  to the  number  of  shares  requested  by them  pursuant  to the
Oversubscription Privilege;  PROVIDED, HOWEVER, that if such pro rata allocation
results in any holder  being  allocated a greater  number of Excess  Shares than
such  holder   subscribed   for  pursuant  to  the  exercise  of  such  holder's
Oversubscription  Privilege, then such holder will be allocated only such number
of shares  of Excess  Shares as such  holder  subscribed  for and the  remaining
Excess   Shares  will  be   allocated   among  all  other   holders   exercising
Oversubscription  Privileges.  Only Record Date  shareholders  who  exercise the
Basic  Subscription   Privilege  in  full  will  be  entitled  to  exercise  the
Oversubscription   Privilege.   Transferees  of  Rights  may  not  exercise  the
Oversubscription   Privilege   with   respect  to  such   Rights.   Certificates
representing  shares of Common Stock purchased pursuant to the  Oversubscription
Privilege  will be delivered to  subscribers  as soon as  practicable  after the
Expiration Date and after all prorations have been effected.

         Banks,  brokers and other  nominee  holders of Rights who  exercise the
Basic  Subscription  Privilege and the  Oversubscription  Privilege on behalf of
beneficial  owners of Rights  will be  required  to certify to the  Subscription
Agent and the Company,  in connection with the exercise of the  Oversubscription
Privilege, as to the aggregate number of Rights that have been exercised and the
number of  Underlying  Shares  that are being  subscribed  for  pursuant  to the
Oversubscription  Privilege by each  beneficial  owner of Rights on whose behalf
such nominee holder is acting and that such person was a beneficial owner on the
Record Date.

EXERCISE OF RIGHTS

         Rights may be  exercised by  delivering  to American  Stock  Transfer &
Trust Company,  as the  Subscription  Agent,  on or prior to 5:00 p.m., New York
City  time,  on  the  Expiration  Date,  the  properly  completed  and  executed
Subscription  Certificate  evidencing  such Rights with any  required  signature
guarantees,  together  with payment in full of the  Subscription  Price for each
Underlying Share subscribed for pursuant to the Basic Subscription Privilege and
the  Oversubscription  Privilege.  Such  payment in full must be by (a) check or
bank draft drawn upon a U.S. bank or postal,  telegraphic or express money order
payable to American Stock Transfer & Trust Company,  as  Subscription  Agent, or
(b) wire transfer of funds to the account  maintained by the Subscription  Agent
for such purpose at the Chase Manhattan  Bank,  Account No.  323294723;  ABA No.
021000021.  The  Subscription  Price will be deemed to have been received by the
Subscription  Agent  only upon (i)  clearance  of any  uncertified  check,  (ii)
receipt by the  Subscription  Agent of any  certified  check or bank draft drawn
upon a U.S.  bank or any  postal,  telegraphic  or express  money order or (iii)
receipt of good funds in the Subscription  Agent's account  designated above. If
paying by uncertified  personal  check,  please note that the funds paid thereby
may take at least five  business days to clear.  Accordingly,  holders of Rights
who wish to pay the  Subscription  Price by means of uncertified  personal check
are urged to make  payment  sufficiently  in advance of the  Expiration  Date to
ensure that such  payment is  received  and clears by such date and are urged to
consider payment by means of certified or cashier's  check,  money order or wire
transfer of funds.

                                       45

<PAGE>
         The address to which the  Subscription  Certificates and payment of the
Subscription Price should be delivered is:
<TABLE>
<CAPTION>

<S>             <C>                               <C>                                             <C>
                                       AMERICAN STOCK TRANSFER & TRUST COMPANY
                 BY MAIL:                         BY FACSIMILE TRANSMISSION:                        BY HAND:
  American Stock Transfer & Trust Company               (718) 234-5001               American Stock Transfer & Trust Company
        40 Wall Street, 46th Floor                                                         40 Wall Street, 46th Floor
         New York, New York 10005                                                           New York, New York 10005

                                       TO CONFIRM RECEIPT AND FOR GENERAL INFORMATION:
                                                        (800) 937-5449
</TABLE>

         If a Rights holder wishes to exercise Rights,  but time will not permit
such holder to cause the Subscription  Certificate or Subscription  Certificates
evidencing  such  Rights  to  reach  the  Subscription  Agent on or prior to the
Expiration  Date,  such  Rights  may  nevertheless  be  exercised  if all of the
following conditions (the "Guaranteed Delivery Procedures") are met:

         (i) such holder has caused  payment in full of the  Subscription  Price
         for each  Underlying  Share being  subscribed for pursuant to the Basic
         Subscription  Privilege  and  the  Oversubscription   Privilege  to  be
         received (in the manner set forth above) by the  Subscription  Agent on
         or prior to the Expiration Date;

         (ii) the  Subscription  Agent  receives,  on or prior to the Expiration
         Date,  a  guarantee   notice  (a  "Notice  of  Guaranteed   Delivery"),
         substantially  in the form provided with the  Instruction  as to Use of
         Siebert Financial Corp. Subscription  Certificates (the "Instructions")
         distributed with the Subscription Certificates, from a member firm of a
         registered  national  securities  exchange or a member of the  National
         Association  of  Securities  Dealers,  Inc.  (the  "NASD"),  or  from a
         commercial bank or trust company having an office or  correspondent  in
         the United States (each, an "Eligible  Institution"),  stating the name
         of the exercising  Rights holder,  the number of Rights  represented by
         the Subscription Certificate or Subscription  Certificates held by such
         exercising  Rights  holder,  the  number  of  Underlying  Shares  being
         subscribed  for pursuant to the Basic  Subscription  Privilege  and the
         number of Underlying  Shares,  if any, being subscribed for pursuant to
         the  Oversubscription  Privilege,  and guaranteeing the delivery to the
         Subscription  Agent of any  Subscription  Certificate  evidencing  such
         Rights within three Nasdaq  SmallCap  Market trading days following the
         date of the Notice of Guaranteed Delivery; and

         (iii) the properly completed  Subscription  Certificate or Subscription
         Certificates  evidencing the Rights being exercised,  with any required
         signatures  guaranteed,  is received by the  Subscription  Agent within
         three Nasdaq  SmallCap  Market  trading days  following the date of the
         Notice  of  Guaranteed   Delivery  relating  thereto.   The  Notice  of
         Guaranteed  Delivery may be delivered to the Subscription  Agent in the
         same manner as  Subscription  Certificates  at the  addresses set forth
         above,  or may be  transmitted to the  Subscription  Agent by facsimile
         transmission ((718) 234-5001).  Additional copies of the form of Notice
         of Guaranteed  Delivery are available upon request from the Information
         Agent,  whose  address  and  telephone  numbers  are  set  forth  under
         "Information Agent."

         Funds received in payment of the  Subscription  Price for Excess Shares
subscribed  for  pursuant to the  Oversubscription  Privilege  will be held in a
segregated  account pending  issuance of such Excess Shares.  If a Rights holder
exercising  the  Oversubscription  Privilege is  allocated  less than all of the
shares of Common Stock that such holder  wished to subscribe for pursuant to the
Oversubscription  Privilege,  the excess funds paid by such holder in respect of
the  Subscription  Price for shares not issued shall be returned by mail without
interest or deduction as soon as practicable after the Expiration Date.

                                       46
<PAGE>

         Unless a  Subscription  Certificate  (i)  provides  that the  shares of
Common Stock to be issued pursuant to the exercise of Rights represented thereby
are to be delivered  to the holder of such Rights or (ii) is  submitted  for the
account of an Eligible Institution,  signatures on such Subscription Certificate
must be guaranteed by an Eligible Institution.

         Holders who hold shares of Common Stock for the account of others, such
as  brokers,  trustees  or  depositories  for  securities,   should  notify  the
respective  beneficial  owners of such shares as soon as  possible to  ascertain
such beneficial  owners'  intentions and to obtain  instructions with respect to
the Rights.  If the  beneficial  owner so  instructs,  the record holder of such
Right  should  complete  Subscription   Certificates  and  submit  them  to  the
Subscription  Agent with the proper payment.  In addition,  beneficial owners of
Common Stock or Rights held through such a holder should  contact the holder and
request the holder to effect  transactions  in  accordance  with the  beneficial
owner's instructions.

         The instructions  accompanying the Subscription  Certificates should be
read carefully and followed in detail. DO NOT SEND SUBSCRIPTION  CERTIFICATES TO
THE COMPANY.

         THE METHOD OF DELIVERY OF SUBSCRIPTION  CERTIFICATES AND PAYMENT OF THE
SUBSCRIPTION PRICE TO THE SUBSCRIPTION AGENT WILL BE AT THE ELECTION AND RISK OF
THE RIGHTS HOLDERS, BUT IF SENT BY MAIL IT IS RECOMMENDED THAT SUCH CERTIFICATES
AND PAYMENTS BE SENT BY REGISTERED MAIL,  PROPERLY INSURED,  WITH RETURN RECEIPT
REQUESTED, AND THAT A SUFFICIENT NUMBER OF DAYS BE ALLOWED TO ENSURE DELIVERY TO
THE  SUBSCRIPTION  AGENT AND CLEARANCE OF PAYMENT  PRIOR TO 5:00 P.M.,  NEW YORK
CITY TIME, ON THE EXPIRATION DATE. BECAUSE UNCERTIFIED  PERSONAL CHECKS MAY TAKE
AT LEAST FIVE BUSINESS DAYS TO CLEAR,  YOU ARE STRONGLY URGED TO PAY, OR ARRANGE
FOR  PAYMENT,  BY MEANS OF CERTIFIED  OR  CASHIER'S  CHECK,  MONEY ORDER OR WIRE
TRANSFER OF FUNDS.

         All questions concerning the timeliness, validity, form and eligibility
of  any  exercise  of  Rights  will  be   determined   by  the  Company,   whose
determinations will be final and binding. The Company in its sole discretion may
waive any  defect or  irregularity,  or  permit a defect or  irregularity  to be
corrected within such time as it may determine, or reject the purported exercise
of any Right. Subscriptions will not be deemed to have been received or accepted
until all  irregularities  have been  waived  or cured  within  such time as the
Company  determines  in  its  sole  discretion.  Neither  the  Company  nor  the
Subscription  Agent will be under any duty to give notification of any defect or
irregularity in connection  with the submission of Subscription  Certificates or
incur any liability for failure to give such notification.

         Any  questions  or requests  for  assistance  concerning  the method of
exercising  Rights or requests for  additional  copies of this  Prospectus,  the
Instructions  or the Notice of  Guaranteed  Delivery  should be  directed to the
Information  Agent,  D.F. King & Co., Inc., at its address and telephone  number
set forth under "Information Agent."

NO REVOCATION

         ONCE A HOLDER OF RIGHTS HAS EXERCISED THE BASIC SUBSCRIPTION  PRIVILEGE
AND, IF APPLICABLE,  THE  OVERSUBSCRIPTION  PRIVILEGE,  SUCH EXERCISE MAY NOT BE
REVOKED.

METHOD OF TRANSFERRING RIGHTS

         Rights may be  purchased  or sold through  usual  investment  channels,
including banks and brokers. The Rights may be traded on the Nasdaq SmallCap

                                       47
<PAGE>

Market and in the  over-the-counter  market.  It is anticipated  that the Rights
will trade on a "when  issued"  basis up to and  including  the Nasdaq  SmallCap
Market trading day immediately following the Record Date.

         The  Rights  evidenced  by a  single  Subscription  Certificate  may be
transferred in whole by endorsing the  Subscription  Certificate for transfer in
accordance with the accompanying Instructions. A portion of the Rights evidenced
by a  single  Subscription  Certificate  (but  not  fractional  Rights)  may  be
transferred by delivering to the Subscription  Agent a Subscription  Certificate
properly  endorsed for transfer,  with  instructions to register such portion of
the Rights  evidenced  thereby in the name of the transferee (and to issue a new
Subscription  Certificate to the transferee evidencing such transferred Rights).
In such event,  a new  Subscription  Certificate  evidencing  the balance of the
Rights  will be  issued  to the  Rights  holder  or,  if the  Rights  holder  so
instructs, to an additional transferee.

         The Rights evidenced by a Subscription Certificate also may be sold, in
whole  or  in  part,  through  the  Subscription  Agent  by  delivering  to  the
Subscription Agent such Subscription  Certificate  properly executed for sale by
the  Subscription  Agent. If only a portion of the Rights  evidenced by a single
Subscription  Certificate  are  to be  sold  by  the  Subscription  Agent,  such
Subscription  Certificate must be accompanied by instructions  setting forth the
action to be taken with respect to the Rights that are not to be sold.  Promptly
following  the  Expiration  Date,  the  Subscription  Agent will send the Rights
holder a check for the net  proceeds  from the sale of any Rights  sold.  If the
Rights can be sold, sales of such Rights will be deemed to have been effected at
the weighted  average price received by the  Subscription  Agent for the sale of
all  Rights  through  the  Subscription  Agent,  less any  applicable  brokerage
commissions,  taxes and other direct  expenses of sale. The Company will pay the
fees charged by the Subscription Agent for effecting such sales.  Orders to sell
Rights must be received by the Subscription  Agent prior to 11:00 a.m., New York
City time,  on  __________,  August  _____,  1998 and the  Subscription  Agent's
obligation to execute orders is subject to its ability to find buyers.

         Holders  wishing to transfer  all or a portion of their  Rights  should
allow a  sufficient  amount  of time  prior to the  Expiration  Date for (i) the
transfer  instructions to be received and processed by the  Subscription  Agent,
(ii)  a new  Subscription  Certificate  to be  issued  and  transmitted  to  the
transferee  or  transferees  with  respect  to  transferred  Rights,  and to the
transferor  with  respect  to  retained  Rights,  if any,  and (iii) the  Rights
evidenced by such new  Subscription  Certificates to be exercised or sold by the
recipients  thereof.  Neither the Company nor the Subscription  Agent shall have
any  liability  to  a  transferee  or  transferor  of  Rights  if   Subscription
Certificates  are not  received  in time  for  exercise  or  sale  prior  to the
Expiration Date.

         Except for the fees  charged by the  Subscription  Agent (which will be
paid by the  Company  as  described  above),  all  commissions,  fees and  other
expenses  (including  brokerage  commissions  and  transfer  taxes)  incurred in
connection with the purchase, sale or exercise of Rights will be for the account
of the transferor of the Rights, and none of such commissions,  fees or expenses
will be paid by the Company or the Subscription Agent.

         The Company  anticipates  that the Rights will be eligible for transfer
through, and that the exercise of the Basic Subscription  Privilege (but not the
Oversubscription  Privilege)  may be  effected  through  the  facilities  of the
Depository Trust Company ("DTC"; Rights exercised through DTC are referred to as
"DTC Exercised  Rights").  The holder of a DTC Exercised  Right may exercise the
Oversubscription  Privilege in respect of such DTC  exercised  Right by properly
executing and delivering to the  Subscription  Agent,  at or prior to 5:00 p.m.,
New York City time, on the Expiration  Date, a DTC Participant  Oversubscription
Exercise Form,  together with payment of the appropriate  Subscription Price for
the number of Underlying Shares for which the  Oversubscription  Privilege is to
be exercised.  Copies of the DTC Participant  Oversubscription Exercise Form may
be obtained from the Information Agent.

                                       48
<PAGE>

LISTING AND TRADING

         The  outstanding  shares of  Common  Stock  are  listed  on the  Nasdaq
SmallCap  Market.  It is  anticipated  that the Rights  will trade on the Nasdaq
SmallCap Market and in the  over-the-counter  market. There can be no assurance,
however,  that a market for the Rights will  develop or as to the price at which
the Rights will trade. The Company has applied for the listing of the Underlying
Shares on the Nasdaq SmallCap Market.

FOREIGN AND CERTAIN OTHER SHAREHOLDERS

         Subscription Certificates will not be mailed to Holders whose addresses
are outside  the United  States but will be held by the  Subscription  Agent for
their  account.   To  exercise  such  Rights,   such  Holders  must  notify  the
Subscription Agent on or prior to 11:00 a.m., New York City time, on __________,
August _____,  1998, at which time (if no  instructions  have been received) the
Rights represented thereby will be sold, if feasible,  and the net proceeds,  if
any,  remitted to such Holders.  If the Rights can be sold, sales of such Rights
will be deemed to have been effected at the weighted  average price  received by
the  Subscription  Agent for the sale of all  Rights  through  the  Subscription
Agent, less any applicable brokerage commissions, taxes and other expenses.

HOLDERS OF OPTIONS AND RESTRICTED STOCK

         The  Company  will not  distribute  Rights  to  holders  of  vested  or
non-vested  options  outstanding  on the Record Date  pursuant to the  Company's
Stock Option Plan.  Rather,  the Company will adjust the exercise  price of such
vested and non-vested options by a percentage  calculated by dividing the number
of shares of Common Stock issued  pursuant to the Rights  Offering by the number
of  outstanding  shares of Common  Stock on the  Record  Date plus the number of
shares of Common Stock issued pursuant to the Rights  Offering.  See "Management
- -- Stock Option Plan."

         Holders of restricted stock pursuant to the Company's  Restricted Stock
Award Plan will be entitled to receive Rights for each restricted  share held as
of the Record Date. See "Management -- Restricted Stock Award Plan."

                                       49
<PAGE>

OPINION OF FINANCIAL ADVISOR

         The  Company  has  retained  Advest,  Inc.  ("Advest")  to  act  as its
exclusive  financial  advisor  in  connection  with  the  Rights  Offering.   On
__________,  1998,  Advest  delivered  to the Company its opinion  that,  from a
financial  point of view,  the Rights  Offering  is fair to the  Company and its
shareholders  (the  "Fairness  Opinion").  No  limitations  were  imposed by the
Company with respect to the investigations made or procedures followed by Advest
in rendering the Fairness Opinion.

         A COPY OF THE FAIRNESS OPINION,  WHICH SETS FORTH THE ASSUMPTIONS MADE,
MATTERS CONSIDERED AND LIMITS ON THE REVIEW  UNDERTAKEN,  IS ATTACHED AS ANNEX A
TO THIS PROSPECTUS AND IS INCORPORATED  HEREIN BY REFERENCE.  THE SUMMARY OF THE
FAIRNESS  OPINION OF ADVEST SET FORTH IN THIS  PROSPECTUS  IS  QUALIFIED  IN ITS
ENTIRETY BY REFERENCE TO THE FULL TEXT OF SUCH OPINION.  SHAREHOLDERS  ARE URGED
TO READ SUCH OPINION IN ITS ENTIRETY.

         At the Company's Board of Directors meeting on __________, 1998, Advest
delivered  its  oral and  written  opinion  (dated  __________,  1998)  that the
proposed  Rights  Offering is fair to the Company  and its  shareholders  from a
financial point of view.

         The full text of Advest's  written  opinion,  dated  ______,  1998,  is
attached  hereto as Annex A.  Shareholders  are urged to read the opinion in its
entirety for the assumptions made,  matters  considered and limits of the review
undertaken by Advest.

         In arriving at its opinion Advest reviewed:  (1) registration statement
and other publicly available  information  concerning the Company, (2) financial
and operating information with respect to the business, operations and prospects
of the Company  furnished by the Company,  (3) trading  history of the Company's
common  stock and a  comparison  of that  trading  history  with  those of other
relevant  companies,  and (4) a comparison of the financial  terms of the Rights
Offering with the financial terms of certain other relevant recent transactions.

         In addition, Advest undertook the following analyses in determining the
structure of the Rights  Offering and  assessing the fairness to the Company and
its shareholders from a financial point of view: (1) VALUATION ANALYSIS.  Advest
assessed and  compared the  Company's  trading  valuation  based upon its recent
financial performance and earnings growth relative to its peers which consist of
eleven companies;  (2) RIGHTS OFFERING  Analysis.  Advest assessed the structure
and terms of  seventeen  rights  offerings  that have been  issued over the past
eighteen months.

         In arriving at its opinion, Advest assumed and relied upon the accuracy
and  completeness of the financial and other  information  without  assuming any
responsibility  for  independent  verification  of such  information and further
relied upon the  assurances of management of the Company that they are not aware
of any facts that would make such  information  inaccurate  or  misleading.  The
opinion is necessarily based upon market,  economic and other conditions as they
exist on, and can be evaluated as of July _____, 1998.

         Advest,  as part of its investment  banking  business is engaged in the
valuation of securities in connection with mergers and acquisitions,  negotiated
underwritings,  secondary  distributions  of listed and unlisted  securities and
private  placements,  and in valuations  for corporate and other  purposes.  The
Company  selected  Advest  to render  its  opinion  on the basis of such  firm's
expertise. Advest has also performed various investment banking services for the
Company in the past and has received customary fees for such services.

                                       50
<PAGE>

VALUATION ANALYSIS

PEER GROUP SELECTION

         Advest  selected a peer group for the Company which  consists of eleven
publicly traded  companies that are  broker/dealers,  discount  brokerage firms,
internet-based   retail  brokerage  firms  and  small  to  mid-cap  trading  and
investment  banking firms all of which are located in the U.S.  Advest  believes
that this group of companies  represents the best peer group given the Company's
broad product  offering and recent  expansion into other lines of business.  The
peer group consisted of the following companies: The Charles Schwab Corporation;
National Discount Brokers Group, Inc.;  E*Trade Group, Inc.;  Ameritrade Holding
Corporation;  Scott & Stringfellow  Financial,  Inc.; Kinnard  Investments Inc.;
First Montauk  Financial Corp.;  Atalanta Sosnoff Capital Corp.;  Kirlin Holding
Corporation; First Albany Companies Inc.; and Freedom Securities Corporation.

TRADING AND FINANCIAL PERFORMANCE COMPARISONS

         The peer  group  above was used to assess  and  compare  the  Company's
current trading  valuation  based upon its recent  financial  performance  (June
_____,  1998) and  earnings  growth  relative to such peer  group.  Based on the
Company's closing share price of $_____ on July _____,  1998, the Company trades
at a price/LTM EPS of _____X,  which is [above/below] the peer median of _____X.
However,  the Company's  financial  performance as measured by return on average
assets  ("ROA")  and  return on average  equity  ("ROE") of _____% and _____% is
significantly  [above/below]  its peers median ROA and ROE of _____% and _____%,
respectively. In addition, the Company's earnings per share growth over the last
three years has been _____%,  which is  significantly  [above/below]  its peers'
median growth rate of _____%. In addition,  we analyzed the trading valuation of
high growth  companies which are a sub-set of the Company's peer group.  For the
purposes of this  analysis,  we have defined high growth  companies as companies
with earnings and sales growth over the past three years greater than _____% and
_____%,  respectively.  Based upon this analysis we came up with three companies
which trade at a median  price/LTM  EPS of _____X and a median three year growth
in EPS of _____%,  median ROA of _____% and median ROE of _____%.  The Company's
three  year EPS  growth,  ROA and ROE is  significantly  [above/below]  the high
growth  peer  group  median   levels.   Therefore,   based  upon  the  Company's
[above/below] average financial performance and earnings growth relative to both
sets of peers,  the  Company's  stock appears to be fairly valued at its current
trading levels.

RIGHTS OFFERING ANALYSIS

         Advest  compiled a list of seventeen  rights  offerings  that have been
issued over the past  eighteen  months.  This list was used to analyze:  (1) the
subscription  price of the right relative to the issuer's  common stock price in
assessing  the  discount to market (2) the  discount  to market  relative to the
transferability of the rights (3) an issuer's common stock price behavior on the
record  date  of the  Rights  Offering  to the  expiration  date  of the  Rights
Offering. The analysis yielded the following statistics: (1) the median discount
to market for all rights  offerings  was _____% (2) the  discount  to market for
rights which were  transferable  was _____% (3) the median  price  decline of an
issuer's  common  stock price was _____% from the Record Date to the  Expiration
Date. Given the recent  significant price movement in the Company's stock price,
we used the 30 day average  closing  stock price to  calculate  the  discount to
market price of the subscription  right. Based upon the Company's 30 day average
stock price of $_____ on July _____,  1998, this represents a _____% discount to
market  at a $_____  subscription  price,  which  is  [above/below]  the  median
discount  to  market  for  the   seventeen   rights   offerings  of  _____%  and
[above/below]   median   discount   of  _____%   for   rights   offerings   with
transferability of rights. Assuming the Company's common stock price declines at
median  levels,   this  represents  a  _____%  discount  to  market,   which  is
[above/below] rights offerings with transferable rights.

                                       51
<PAGE>

         The Company selected Advest as its financial  advisor because Advest is
a nationally  recognized  investment  banking  firm engaged in the  valuation of
businesses and their  securities in connection with mergers and acquisitions and
for other purposes and has substantial experience in transactions similar to the
Rights Offering.  Pursuant to an engagement  letter dated June _____,  1998 with
Advest,  the Company  paid Advest an initial  fee for its  advisory  services of
$__________  and became  obligated to pay Advest an additional fee of $_________
upon the closing of the Rights  Offering.  In addition,  the  engagement  letter
provides that the Company will reimburse Advest for its reasonable out-of-pocket
expenses (including  reasonable fees and disbursements of its legal counsel) and
will indemnify  Advest and certain related  persons against certain  liabilities
arising out of its engagement.

         Advest has in the past  provided  financial  advisory  services  to the
Company and received customary fees for rendering such services. In the ordinary
course of business,  Advest may actively  trade in securities of the Company for
its own account and for the account of its customers  and,  accordingly,  may at
any time hold a long or short position in such securities.

         The Company does not currently have and has not had within the past two
years and does not contemplate  hereafter having any material  relationship with
Advest or any of its affiliates.

CERTAIN FEDERAL INCOME TAX CONSEQUENCES TO HOLDERS

         Brown Raysman  Millstein  Felder & Steiner LLP, counsel to the Company,
has advised the Company that the following  summary reflects their opinion as to
the material  United  States  federal  income tax  considerations  applicable to
Holders upon the distribution of the Rights, and to Holders of Rights upon their
exercise and  disposition.  Holders  should be aware that certain of the federal
income tax  consequences  relevant to the Holders are unclear under existing law
or are dependent on factual  considerations  that cannot currently be determined
and counsel have not rendered an opinion with respect to such  consequences.  An
opinion of counsel  represents  the legal  judgment  of such  counsel and is not
binding on the United States Internal Revenue Service (the "Service"). There can
be no  assurance  that the Service will take a similar view as to any of the tax
consequences  described  below. No ruling has been or will be requested from the
Service on any tax matters  relating to the Rights  Offering or the ownership or
disposition  of the Common Stock.

         This  summary  is based  upon the  provisions  of the Code,  the United
States  Treasury   regulations   promulgated   thereunder  (the  "Regulations"),
administrative  rulings and judicial  decisions now in effect,  all of which are
subject   to  change   (possibly   with   retroactive   effect)   or   different
interpretations.  This  summary  does not  purport  to deal with all  aspects of
federal  income  taxation  that may be  relevant  to a  particular  Holder or to
certain types of Holders  subject to special  treatment under the federal income
tax laws (for example,  banks, dealers in securities,  life insurance companies,
tax exempt organizations and foreign taxpayers),  nor does it discuss any aspect
of state,  local or foreign  tax laws.  Foreign  persons  should see "THE RIGHTS
OFFERING -- Certain United States Tax Consequences to Non-United States Holders"
below. Furthermore, this summary is limited to persons that have held the Common
Stock as capital assets  (generally,  property held for  investment)  within the
meaning of Section  1221 of the Code.  This  discussion  is not  intended as tax
advice to the  Holders.  Holders are advised to consult  their own tax  advisors
with  respect to the  consequences  to them of the Rights  Offering to their own
particular tax situations.

         DISTRIBUTION OF THE RIGHTS. Subject to the discussions in "CONSTRUCTIVE
DISTRIBUTIONS  UNDER  SECTION 305 OF THE CODE,"  below,  Holders of Common Stock
will  not  recognize  taxable  income,  for  federal  income  tax  purposes,  in
connection with the distribution of the Rights.

         BASIS AND  HOLDING  PERIOD OF THE  RIGHTS.  Except as  provided  in the
following  sentence,  the  basis  of  the  Rights  received  by  a  Holder  as a
distribution  with respect to such Holder's Common Stock will be 

                                       52
<PAGE>

zero.  If either (i) the fair market value of the Rights on the date of issuance
is 15% or more of the fair market  value (on the date of issuance) of the Common
Stock with respect to which they are received or (ii) the Holder elects, in such
Holder's  federal income tax return for the taxable year in which the Rights are
received,  to  allocate  part of the basis of such  Common  Stock to the Rights,
then, upon exercise or transfer of the Rights, the Holder's basis in such Common
Stock will be allocated between the Common Stock and the Rights in proportion to
the fair market values of each on the date of  distribution.  The holding period
of a Holder  with  respect  to the Rights  received  as a  distribution  on such
Holder's  Common Stock will include the Holder's  holding  period for the Common
Stock  with  respect  to which the  Rights  were  distributed.  In the case of a
purchaser of Rights,  the tax basis of such Rights will be equal to the purchase
price paid therefore and the holding period for such Rights will commence on the
day following the date of the purchase.

         TRANSFER OF THE RIGHTS.  A Holder who sells the Rights  received in the
distribution  prior  to  exercise  will  recognize  gain  or loss  equal  to the
difference  between the sale  proceeds and such  Holder's  basis (if any) in the
Rights sold. Such gain or loss will be capital gain or loss if gain or loss from
a sale of Common  Stock held by such Holder  would be  characterized  as capital
gain or loss at the time of such  sale,  and will be long term  capital  gain or
loss if the  holding  period  for the Rights  disposed  of is more than one year
(with a more  favorable  long term capital gain rate  applicable  if the holding
period is more than eighteen months) and short term capital gain or loss if such
holding period is one year or less.

         LAPSE OF THE  RIGHTS.  Holders  who  received  the Rights in respect of
Common  Stock  who  allow  the  Rights  distributed  to them to  lapse  will not
recognize any gain or loss,  and no adjustment  will be made to the basis of the
Common Stock owned by such Holders.

         EXERCISE  OF THE  RIGHTS;  BASIS AND  HOLDING  PERIOD OF COMMON  STOCK.
Holders of Rights  will not  recognize  gain or loss upon the  exercise  of such
Rights.  The basis of the Common Stock acquired  through  exercise of the Rights
will be equal to the sum of the  Subscription  Price  therefor  and the Holder's
basis in such Rights (if any).  The holding period for the Common Stock acquired
through exercise of the Rights will begin on the date the Rights are exercised.

         CONSTRUCTIVE  DISTRIBUTIONS  UNDER SECTION 305 OF THE CODE. Section 305
of the Code  provides,  as a  general  rule,  that a  distribution  of rights to
acquire stock of a corporation made by such corporation to its shareholders with
respect  to its stock is not a  taxable  event.  However,  there are a number of
exceptions to this general rule, and a distribution  of rights that falls within
any one of such  exceptions is treated as "a  distribution  of property to which
section 301 applies" (i.e., a distribution that may be taxable as a dividend).

         Under one of the relevant exceptions,  a distribution of stock or stock
rights  will be treated as a  distribution  of  property  to which  section  301
applies if it constitutes a "disproportionate  distribution" with respect to any
class or classes of stock or convertible debt of the corporation. A distribution
of stock or stock rights constitutes a "disproportionate  distribution" if it is
a  part  of a  distribution  or a  series  of  distributions  (including  deemed
distributions)  that has the effect of (i) the  receipt of  property  (including
cash) by some shareholders and (ii) an increase in the  proportionate  interests
of other  shareholders in the assets or earnings and profits of the distributing
corporation.  For this purpose,  cash  dividends  paid with respect to stock and
debt service  payments made with respect to  convertible  securities  (which are
treated for this purpose as  outstanding  stock) may  constitute  the  requisite
"receipt  of  property"  by  some  shareholders  irrespective  of  whether  such
dividends or payments are related to the  distribution of stock or stock rights.
Further,  a  distribution  of stock or stock  rights that does not  maintain the
proportionate   interests  of  the  various  classes  of  stock  and  securities
(including any conversion rights relating thereto)

                                       53
<PAGE>

of the  distributing  company  may  constitute  the  requisite  increase  in the
proportionate   interests   in  the  assets  or  earnings  and  profits  of  the
shareholders receiving the distribution of stock or stock rights.

         Under a second  relevant  exception,  a distribution  of stock or stock
rights by a corporation  with respect to its preferred  stock  generally will be
treated as a  distribution  of property to which section 301 applies  unless the
distribution  is made with respect to convertible  preferred  stock to take into
account a stock dividend,  stock split or any similar event  (including the sale
of stock at less than fair  market  value  pursuant to a rights  offering)  that
would otherwise result in the dilution of the conversion right.

         If the Rights  Offering were to result in a distribution of property to
which  section 301 applies  under one of the  above-described  exceptions,  such
distribution (measured by the fair market value of the Rights distributed) would
be  treated,  first,  as a dividend  to the extent of the  Company's  current or
accumulated  earnings and profits,  then as a tax-free  return of capital to the
extent of the  recipient's  basis in the  stock to which  such  distribution  is
attributable, and finally as an amount received in exchange for such stock.

         The Company has both current and accumulated earnings and profits as of
the close of its taxable year ended  December 31, 1997 and for the first quarter
of 1998. The amount of earnings and profits,  if any, that the Company will earn
during 1998 will  depend on its future  actions and  financial  performance  and
cannot  currently  be  determined.  However,  based upon the  Company's  current
projections,   it  is  anticipated  that  the  Company  will  have  current  and
accumulated  earnings and profits for its 1998 tax year  sufficient to cover the
estimated  fair market value of the Rights  Offering.  In such case,  the Rights
Offering  may result in dividend  income to the  Holders of Common  Stock if the
Rights  Offering  ultimately is determined to have resulted in a distribution of
property to which section 301 applies.

         If the Company were to either generate current earnings and profits for
1998 or maintain  accumulated  earnings and profits and the Rights Offering were
treated as a distribution  of property to which section 301 applies under one of
the above-described  exceptions,  a Holder might ultimately be treated as having
received  a  dividend  pursuant  to  Section  305 of the Code as a result of the
Rights  Offering equal to the lesser of the value of the  distribution  and such
Holder's  share of the current  and/or  accumulated  earnings and profits of the
Company.  Subject to certain  holding  period and  taxable  income  requirements
imposed  by the Code,  an actual or  constructive  distribution  to a  corporate
Holder  resulting  from the Rights  Offering  that is treated as a dividend  may
qualify for the dividends received deduction  available under section 243 of the
Code. Corporate Holders claiming such a dividends received deduction are advised
to consult with their tax advisors as to the potential limitations applicable to
the dividend received deduction and the potential  applicability of section 1059
to such deduction.

         Whether or not the  Company  has current or  accumulated  earnings  and
profits,  in the event that the Rights  Offering is treated as a distribution to
which section 301 applies,  Holders would receive a basis in the Rights received
or other property deemed distributed equal to the amount of such distribution.

         EACH HOLDER IS URGED TO CONSULT WITH SUCH HOLDER'S OWN TAX ADVISOR WITH
RESPECT TO THE TAX  CONSEQUENCES  OF THE RIGHTS  OFFERING TO SUCH  HOLDER'S  OWN
PARTICULAR  TAX  SITUATION,  INCLUDING THE  APPLICATION  AND EFFECT OF STATE AND
LOCAL INCOME AND OTHER TAX LAWS.

FEDERAL  INCOME TAX CONSEQUENCES OF RIGHTS OFFERING TO COMPANY

         The Company will not recognize gain or loss on either the  distribution
or the exercise or lapse of the Rights.

                                       54
<PAGE>

CERTAIN UNITED STATES TAX CONSEQUENCES TO NON-UNITED STATES HOLDERS

         The following  summary describes the material United States federal tax
consequences of the  distribution,  exercise and disposition of the Rights,  and
the ownership and disposition of Common Stock acquired upon exercise thereof, by
a person (a  "non-U.S.  Holder")  who,  for  United  States  federal  income tax
purposes,  is a nonresident alien  individual,  a foreign  corporation,  foreign
partnership,  or foreign estate or trust, as such terms are defined in the Code.
This  summary  does not  discuss  all  aspects of federal  taxation  that may be
relevant to a particular  non-U.S.  Holder,  nor does it consider specific facts
and  circumstances  that may be relevant to a particular  non-U.S.  Holder's tax
position.

         ISSUANCE OR EXERCISE OF THE RIGHTS. Subject to the possible application
of  Section  305 of the Code  (see "THE  RIGHTS  OFFERING--Certain  federal  Tax
Consequences to Holders -- CONSTRUCTIVE  DISTRIBUTIONS  UNDER SECTION 305 OF THE
CODE,"  above),  which  could  cause  the  Rights  Offering  to  result  in  the
constructive  receipt of  dividends  (which  would be taxable  as  described  in
"DIVIDENDS ON COMMON STOCK," below) or of an amount received in exchange for the
Common Stock (which would be taxable as described in  "DISPOSITION  OF RIGHTS OR
COMMON  STOCK,"  below),  non-U.S.  Holders of Common  Stock will not  recognize
taxable income,  for United States federal income tax purposes,  and will not be
subject to withholding  of United States federal income tax, in connection  with
the receipt or exercise of the Rights.

         DISPOSITION OF RIGHTS OR COMMON STOCK. A non-U.S. Holder generally will
not be  subject to United  States  federal  income tax with  respect to any gain
recognized on the  disposition of the Rights or Common Stock unless (i) the gain
is effectively connected with a trade or business of the non-U.S.  Holder in the
United States, (ii) in the case of a non-U.S.  Holder who is a nonresident alien
individual  and holds either the Rights or such Common Stock as a capital asset,
such non-U.S.  Holder meets the "substantial presence test" set forth in section
7701(b)(3) of the Code (generally,  present in the United States for 183 or more
days in the taxable year of sale), (iii) the non-U.S. Holder has owned, directly
or by  attribution,  more than 5% of the  Common  Stock at any time  during  the
shorter of (A) the period during which the Holder owned the Common Stock and (B)
the five-year period ending on the date of disposition of such interest,  at the
time of  disposition,  and the Rights or such Common Stock,  as the case may be,
are/is a United  States  real  property  interest  within the meaning of Section
897(c)(1)  of the Code or (iv) a non-U.S.  Holder is subject to tax  pursuant to
certain provisions of the Code applicable to expatriates.

         DIVIDENDS  ON COMMON  STOCK.  Dividends  paid to a  non-U.S.  Holder of
Common Stock will be subject to  withholding of United States federal income tax
at a 30% rate or such lower rate as may be specified by an applicable income tax
treaty, unless (i) the dividends are effectively connected with the conduct of a
trade or business of the non-U.S.  Holder  within the United States or (ii) such
non-U.S.  Holder  meets the  "substantial  presence  test" set forth in  section
7701(b)(3)  of the Code.  In order to claim the  benefit  of an  applicable  tax
treaty rate, a non-U.S. Holder may have to file with the Company or its dividend
paying  agent an  exemption  or reduced  treaty  rate  certificate  or letter in
accordance with the terms of such treaty and the Code.

         Dividends received by a non-U.S.  Holder that are effectively connected
with the conduct of a trade or business of a non-U.S.  Holder  within the United
States are exempt from the  withholding tax described  above. A non-U.S.  Holder
may claim this exemption by filing Form 4224 (Exemption from  Withholding of Tax
on Income  Effectively  Connected  with the  Conduct of Trade or Business in the
United States) with the Company or its dividend paying agent. Dividends that are
effectively  connected with the conduct of a trade or business within the United
States  (after  reduction  by certain  deductions)  are  generally  taxed at the
regular  United  States  federal  income  tax rate and,  in the case of  foreign
corporations, may also be subject

                                       55
<PAGE>

to an additional  U.S.  branch  profits tax of 30% (or lower  applicable  treaty
rate) pursuant to section 884 of the Code.

         FEDERAL  ESTATE  TAXES.  Common  Stock held by an  individual  non-U.S.
Holder at the time of death will be included in such  Holder's  gross estate for
United  States  federal  estate tax purposes,  unless an  applicable  estate tax
treaty provides otherwise.

         EACH NON-U.S.  HOLDER IS URGED TO CONSULT WITH SUCH  NON-U.S.  HOLDER'S
OWN TAX ADVISOR WITH RESPECT TO THE TAX  CONSEQUENCES  OF THE RIGHTS OFFERING TO
SUCH NON-U.S.  HOLDER'S OWN PARTICULAR TAX SITUATION,  INCLUDING THE APPLICATION
AND EFFECT OF STATE, LOCAL AND FOREIGN INCOME AND OTHER TAX LAWS.

         U.S. INFORMATION REPORTING REQUIREMENTS AND BACKUP WITHHOLDING.

         Under the Regulations, United States information reporting requirements
and backup  withholding  tax may apply to dividends paid on Common Stock to U.S.
Holders and non-U.S.  Holders.  U.S. Holders are required to file annual returns
reporting any dividends  received  during the reporting  year and such dividends
may be subject to backup  withholding when paid unless the U.S. Holder certifies
its social security number and that backup withholding is not required.

         The Service has imposed new  information  reporting  and  certification
requirements  and  possible  backup  withholding  on  payments of  dividends  to
non-U.S.  Holders. Non-U.S. Holders should consult with their tax advisers as to
compliance with the new rules so as to avoid possible information  reporting and
backup withholding on dividend payments.  U.S. Holders and non-U.S.  Holders may
be  eligible  to  obtain a refund  of any  amounts  withheld  under  the  backup
withholding rules by filing the appropriate claim for refund with the Service.

DESCRIPTION OF COMMON STOCK

         For a description  of the Common  Stock,  see  "DESCRIPTION  OF CAPITAL
STOCK."

SUBSCRIPTION AGENT

         The Company has appointed  American  Stock  Transfer & Trust Company as
Subscription  Agent for the Rights Offering.  The Subscription  Agent's address,
which is the address to which the  Subscription  Certificates and payment of the
Subscription  Price  should be  delivered,  as well as the  address to which the
Notice of Guaranteed Delivery must be delivered, is:

                                       56
<PAGE>
<TABLE>
<CAPTION>
<S>            <C>                               <C>                                <C>              <C>
                                       AMERICAN STOCK TRANSFER & TRUST COMPANY

                 BY MAIL:                         BY FACSIMILE TRANSMISSION:                        BY HAND:
  American Stock Transfer & Trust Company               (718) 234-5001               American Stock Transfer & Trust Company
        40 Wall Street, 46th Floor                                                         40 Wall Street, 46th Floor
         New York, New York 10005                                                           New York, New York 10005

                                       TO CONFIRM RECEIPT AND FOR GENERAL INFORMATION:
                                                        (800) 937-5449
</TABLE>

The Company will pay the fees and expenses of the  Subscription  Agent,  and has
also agreed to indemnify the Subscription  Agent from any liability which it may
incur in connection with the Rights  Offering.  The Company has been informed by
the  Subscription  Agent that it is a bank within the meaning of Section 3(a)(6)
of the Exchange Act.

INFORMATION AGENT

         The Company has appointed  D.F. King & Co., Inc. as  Information  Agent
for the Rights Offering. Any questions or requests for additional copies of this
Prospectus,  the  Instructions  or the  Rights  Offering  Notice  of  Guaranteed
Delivery may be directed to the Information  Agent at the telephone  numbers and
address below.

                              D.F. KING & CO., INC.

                                 77 Water Street
                                   20th Floor
                               New York, NY 10005
                 Banks and Brokers Call Collect: (212) 269-5550
                      Others Call Toll Free: 1-800-859-8508

The Company will pay the fees and expenses of the Information Agent and has also
agreed to indemnify the Information Agent from certain  liabilities which it may
incur in connection with the Rights Offering.

                                       57
<PAGE>

                          DESCRIPTION OF CAPITAL STOCK

         The  following  general  summary of the  material  terms of the capital
stock of the  Company  does not  purport to be  complete  and is subject to, and
qualified  in its  entirety  by  reference  to, the  pertinent  portions  of the
Company's Certificate of Incorporation.

GENERAL

         The  authorized  capital  stock of the Company  consists of  49,000,000
shares of common stock, par value $.01 per share (the "Common Stock"). There are
currently  approximately  21,007,000 shares of the Common Stock outstanding.  Of
this number, 20,212,000 shares of Common Stock, or 96%, were owned or controlled
by Muriel F. Siebert.

COMMON STOCK

         GENERAL.  There are no redemption or sinking fund provisions applicable
to the shares of Common Stock and such shares are not entitled to any preemptive
rights.

         VOTING.  Each  holder of Common  Stock is entitled to one vote for each
share registered in the holder's name on the books of the Company. Since none of
the shares of Common Stock have  cumulative  voting rights,  the holders of more
than 50% of the shares  can elect all the  directors  of the  Company if they so
chose and, in that event,  the holders of the remaining  shares will not be able
to elect any directors.

         DIVIDENDS.  The holders of Common  Stock are  entitled to receive  such
dividends as may be declared  from time to time by the Board of Directors of the
Company from the assets of the Company which are legally available therefor.

         LIQUIDATION.  Upon the  liquidation,  dissolution  or winding-up of the
Company,  holders of Common Stock are entitled to receive,  pro rate,  after the
prior rights of creditors have been satisfied,  all the remaining  assets of the
Company available for distribution.

         TRANSFER AGENT AND  REGISTRAR.  American Stock Transfer & Trust Company
is the transfer agent and registrar for the Common Stock.

                                       58
<PAGE>

                              PLAN OF DISTRIBUTION

         The Company is  distributing  transferable  Rights,  at no cost, to the
Holders of the Common Stock  outstanding  as of the Record Date. See "THE RIGHTS
OFFERING -- The Rights." Each Right will entitle the holder  thereof to receive,
upon payment of the Subscription  Price,  one (1) share of Common Stock.  Record
Date shareholders who fully exercise all Rights distributed to them will also be
entitled to subscribe at the Subscription  Price for shares of Common Stock that
are not  otherwise  purchased  pursuant to the  exercise  of Rights,  subject to
proration by the Company under  certain  circumstances.  The Company's  majority
shareholder,  Muriel F. Siebert,  has indicated to the Company that to encourage
increased public ownership of stock, and consistent with her waiving her receipt
of past  dividends,  she intends to waive the receipt of the Rights to which she
would   otherwise  be  entitled.   See  "THE  RIGHTS  OFFERING  --  Subscription
Privileges."

         The Company anticipates  receiving  approximately  $_____ proceeds from
the  Rights  Offering,  after  payment  of  approximately  $235,000  of fees and
expenses incurred in connection with the Rights Offering. See "USE OF PROCEEDS."

TRADING

          The  outstanding  shares of  Common  Stock  are  traded in the  Nasdaq
SmallCap  Market.  The Company has applied for listing the shares offered hereby
in the Nasdaq SmallCap Market.

DESCRIPTION OF COMMON STOCK

         For a description  of the Common  Stock,  see  "Description  of Capital
Stock."

                                       59
<PAGE>

                                  LEGAL MATTERS

          The legality of the securities offered hereby is being passed upon for
the Company by Brown  Raysman  Millstein  Felder & Steiner,  LLP, New York,  New
York.

                                     EXPERTS

          The  consolidated   statements  of  financial   condition  of  Siebert
Financial Corp. and its  subsidiary,  Muriel Siebert & Co., Inc., as of December
31, 1997 and December  31,  1996,  and the related  consolidated  statements  of
income,  changes in shareholders' equity and cash flows for each of the years in
the three-year  period ended December 31, 1997 included in this  Prospectus have
been  audited by Richard A.  Eisner & Company,  LLP,  independent  auditors,  as
indicated  in their  report with respect  thereto,  and are  included  herein in
reliance  upon such  report  given  upon  authority  of said firm as  experts in
accounting and auditing.

                                       60
<PAGE>
<TABLE>
<CAPTION>

                             SIEBERT FINANCIAL CORP. AND SUBSIDIARY

                           INDEX TO CONSOLIDATED FINANCIAL STATEMENTS

                                                                                          Page
                                                                                          ----

<S> <C>                                                                                   <C>
    Report of Independent Auditors.........................................................F-2

    Consolidated Statements of Financial Condition at
      June 30, 1998 (unaudited) and December 31, 1997 and 1996 ............................F-3

    Consolidated Statements of Income for the six months
      ended June 30, 1998 and 1997 (unaudited).............................................F-4

    Consolidated Statements of Income for each of the years in
      the three-year period ended December 31, 1997........................................F-5

    Consolidated  Statements of Changes in Shareholders'  Equity for each of the
      years in the three-year period ended December 31,
      1997 and the six months ended June 30, 1998 (unaudited)..............................F-6

    Consolidated Statements of Cash Flows for the six months
      ended June 30, 1998 and 1997 (unaudited).............................................F-7

    Consolidated Statements of Cash Flows for each of the years
      in the three-year period ended December 31, 1997.....................................F-8

    Notes to Consolidated Financial Statements.............................................F-9
</TABLE>

                                              F-1

<PAGE>

REPORT OF INDEPENDENT AUDITORS

Board of Directors
Siebert Financial Corp.
New York, New York


We have audited the accompanying  consolidated statements of financial condition
of Siebert  Financial  Corp. and its wholly owned  subsidiary as of December 31,
1997 and December 31, 1996, and the related  consolidated  statements of income,
changes  in  shareholders'  equity  and cash  flows for each of the years in the
three-year  period ended December 31, 1997.  These financial  statements are the
responsibility of the Company's management.  Our responsibility is to express an
opinion on these financial statements based on our audits.

We  conducted  our  audits  in  accordance  with  generally   accepted  auditing
standards.  Those standards require that we plan and perform the audit to obtain
reasonable assurance about whether the financial statements are free of material
misstatement.  An audit includes examining, on a test basis, evidence supporting
the amounts and disclosures in the financial statements.  An audit also includes
assessing the  accounting  principles  used and  significant  estimates  made by
management,  as well as evaluating the overall financial statement presentation.
We believe that our audits provide a reasonable basis for our opinion.

In our opinion,  the financial  statements  referred to above present fairly, in
all material respects,  the consolidated financial position of Siebert Financial
Corp.  and its wholly owned  subsidiary as of December 31, 1997 and December 31,
1996, and the consolidated  results of their operations and their cash flows for
each  of the  years  in the  three-year  period  ended  December  31,  1997,  in
conformity with generally accepted accounting principles.


Richard A. Eisner & Company, LLP

New York, New York
February 13, 1998

(April 7, 1998, with respect to the fourth and fifth paragraphs of Note F)

                                       F-2
<PAGE>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY

CONSOLIDATED STATEMENTS OF FINANCIAL CONDITION
<TABLE>
<CAPTION>

                                                                    JUNE 30,            DECEMBER 31,
                                                                       1998      -------------------------
                                                                   (UNAUDITED)       1997         1996
                                                                   -----------   -----------   -----------
<S>                                                                <C>           <C>           <C>        
ASSETS

Cash and cash equivalents                                         $ 3,223,375   $ 4,394,142   $   231,029
Cash equivalents - restricted                                       1,300,000     1,300,000            --
Receivable from broker-dealers                                        890,047     2,134,839     1,141,439
Securities owned, at market value                                  11,049,141     6,564,668    10,116,248
Secured demand note receivable from affiliate                       2,000,000     2,000,000     2,000,000
Furniture, equipment and leasehold improvements, net                  563,538       475,553       450,254
Investment in and receivable from affiliate                         3,392,000       392,000            --
Prepaid expenses and other assets                                     607,548       620,387       433,738
                                                                  -----------   -----------   -----------

                                                                  $23,025,649   $17,881,589   $14,372,708
                                                                  ===========   ===========   ===========

LIABILITIES AND SHAREHOLDERS' EQUITY

Liabilities:
Securities sold, not yet purchased, at market value               $ 2,091,406   $ 2,037,547   $ 1,447,143
Payable to clearing broker                                          2,567,764            --            --
Accounts payable and accrued liabilities                            3,515,722     3,171,485     2,824,000
                                                                  -----------   -----------   -----------

                                                                    8,174,892     5,209,032     4,271,143
                                                                  -----------   -----------   -----------

Commitments and contingent liabilities

Subordinated borrowings payable to affiliate                        3,000,000     3,000,000     3,000,000
                                                                  -----------   -----------   -----------

Shareholders' equity:

Common stock, $.01 par value; 49,000,000 shares
    authorized, 20,996,440 shares outstanding at June 30, 1998,
    20,950,440 shares outstanding at December 31, 1997, and
   20,943,588 shares outstanding at December 31, 1996                 209,964       209,504       209,436
Additional paid-in capital                                          6,643,264     6,584,963     6,613,972
Retained earnings                                                   4,997,529     2,878,090       278,157
                                                                  -----------   -----------   -----------

                                                                   11,850,757     9,672,557     7,101,565
                                                                  -----------   -----------   -----------

                                                                  $23,025,649   $17,881,589   $14,372,708
                                                                  ===========   ===========   ===========
</TABLE>

                              See notes to consolidated financial statements.

                                                    F-3
<PAGE>
<TABLE>
<CAPTION>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY

CONSOLIDATED STATEMENTS OF INCOME
(UNAUDITED)
                                                                SIX MONTHS ENDED
                                                                    JUNE 30,
                                                           -------------------------
                                                               1998          1997
                                                           -----------   -----------
<S>                                                        <C>           <C>        
Revenues:
   Commissions and fees                                    $ 9,301,346   $ 9,095,253
   Investment banking                                        2,965,726     1,348,860
   Trading profits                                             767,441     1,183,220
   Interest and dividends                                      317,892       283,837
                                                           -----------   -----------

                                                            13,352,405    11,911,170
                                                           -----------   -----------

Expenses:
   Employee compensation and benefits                        4,652,625     3,806,536
   Clearing fees, including floor brokerage                  1,360,789     2,172,279
   Advertising and promotion                                   759,144     1,539,180
   Communications                                              823,866       840,614
   Occupancy                                                   354,333       326,098
   Interest                                                    192,664       206,840
   Other general and administrative                          1,563,300     1,502,575
                                                           -----------   -----------

                                                             9,706,721    10,394,122
                                                           -----------   -----------

Income before provision for income taxes                     3,645,684     1,517,048

Provision for income taxes                                   1,477,000       673,000
                                                           -----------   -----------

Net income                                                 $ 2,168,684   $   844,048
                                                           ===========   ===========

Net income per share of common stock - basic and diluted   $      0.10   $      0.04

Weighted average shares outstanding - basic                 20,992,265    20,948,156

Weighted average shares outstanding - diluted               21,668,630    20,948,156
</TABLE>

                    See notes to consolidated financial statements

                                         F-4
<PAGE>
<TABLE>
<CAPTION>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY

CONSOLIDATED STATEMENTS OF INCOME

                                                                                     YEAR ENDED DECEMBER 31,
                                                                    --------------------------------------------------------
                                                                           1997                1996               1995
                                                                    ----------------     ----------------   ----------------
<S>                                                                 <C>                  <C>                <C>             
Revenues:
   Commissions and fees                                             $     18,879,674     $     20,105,127   $     15,645,334
   Investment banking                                                      4,487,594            2,532,795          1,396,967
   Trading profits                                                         1,795,104              868,823          2,608,078
   Interest and dividends                                                    704,911              656,434          1,389,612
                                                                    ----------------     ----------------   ----------------

                                                                          25,867,283           24,163,179         21,039,991
                                                                    ----------------     ----------------   ----------------
Expenses:
   Employee compensation and benefits                                      8,208,006            9,753,847          8,586,116
   Clearing fees, including floor brokerage                                4,675,368            4,585,398          4,249,050
   Advertising and promotion                                               2,751,755            3,265,692          2,485,426
   Communications                                                          1,446,817            1,359,325          1,119,189
   Occupancy                                                                 648,763              403,534            326,089
   Interest                                                                  418,405              290,465            568,326
   Other general and administrative                                        3,043,068            2,339,483          2,461,122
                                                                    ----------------     ----------------   ----------------

                                                                          21,192,182           21,997,744         19,795,318
                                                                    ----------------     ----------------   ----------------

Income before provision for income taxes                                   4,675,101            2,165,435          1,244,673

Provision for income taxes - current                                       2,057,000              201,000                  -
                                                                    ----------------     ----------------   ----------------

NET INCOME - HISTORICAL                                             $      2,618,101            1,964,435          1,244,673
                                                                    ================

Pro forma provision for income taxes                                                              752,000            548,000
                                                                                         ----------------   ----------------

NET INCOME - PRO FORMA                                                                          1,212,435   $        696,673
                                                                                                            ================

SUPPLEMENTARY PRO FORMA ADJUSTMENT:
   Effect of officer's salary reduction as though
      1997 salary had been in effect in 1996                                                    2,975,000
   Related income taxes                                                                        (1,309,000)
                                                                                         ----------------

SUPPLEMENTARY PRO FORMA NET INCOME                                                       $      2,878,435
                                                                                         ================

Net income per share of common stock - basic and diluted:
   Historical                                                              $.12
   Pro forma                                                                                      $.06               $.03
   Supplementary pro forma                                                                        $.14

WEIGHTED AVERAGE SHARES DEEMED OUTSTANDING                                20,949,484           20,943,588         20,943,588


                                       See notes to consolidated financial statements.
</TABLE>

                                                             F-5
<PAGE>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY

CONSOLIDATED STATEMENTS OF CHANGES IN SHAREHOLDERS' EQUITY
<TABLE>
<CAPTION>

                                                      COMMON STOCK
                                                 ---------------------
                                                   NUMBER                ADDITIONAL
                                                     OF       $.01 PAR    PAID-IN        RETAINED
                                                   SHARES      VALUE      CAPITAL        EARNINGS         TOTAL
                                                 ----------   --------   -----------    -----------    ------------
<S>               <C>                            <C>          <C>        <C>            <C>            <C>         
BALANCE - JANUARY 1, 1995                        20,420,000   $204,200   $        --    $ 3,688,257    $  3,892,457

Net income                                               --         --            --      1,244,673       1,244,673
                                                 ----------   --------   -----------    -----------    ------------

BALANCE - DECEMBER 31, 1995                      20,420,000    204,200            --      4,932,930       5,137,130

Net income as subchapter - S corporation
   January 1, 1996 - November 8, 1996                    --         --            --      1,686,278       1,686,278

Transfer upon change in tax status                       --         --     6,619,208     (6,619,208)             --

Issuance of shares in connection with
   reorganization                                   523,588      5,236        (5,236)            --              --

Net income as C corporation
   November 9, 1996 - December 31, 1996                  --         --            --        278,157         278,157
                                                 ----------   --------   -----------    -----------    ------------

BALANCE - DECEMBER 31, 1996                      20,943,588    209,436     6,613,972        278,157       7,101,565

Net income                                               --         --            --      2,618,101       2,618,101

Issuance of shares in connection with
   offering, net of expenses                          6,852         68       (29,009)            --         (28,941)

Dividend on common stock                                 --         --            --        (18,168)        (18,168)
                                                 ----------   --------   -----------    -----------    ------------

BALANCE - DECEMBER 31, 1997                      20,950,440    209,504     6,584,963      2,878,090       9,672,557

Net income                                               --         --            --      2,168,684       2,168,684

Issuance of shares in connection with
   Restricted Stock Award Plan, net of
   5,600 shares forfeited                            39,600        396          (396)            --              --

Noncash compensation in connection
   with Restricted Stock Award Plan                      --         --        43,961             --          43,961

Issuance of shares in connection with exercise
   of employee stock options                          6,400         64        14,736             --          14,800

Dividends on common stock                                --         --            --        (49,245)        (49,245)
                                                 ----------   --------   -----------    -----------    ------------

BALANCE - JUNE 30, 1998 (UNAUDITED)              20,996,440   $209,964   $ 6,643,264    $ 4,997,529    $ 11,850,757
                                                 ==========   ========   ===========    ===========    ============

                                   See notes to consolidated financial statements.
</TABLE>

                                                        F-6
<PAGE>
<TABLE>
<CAPTION>
SIEBERT FINANCIAL CORP. AND SUBSIDIARY

CONSOLIDATED STATEMENTS OF CASH FLOWS
(UNAUDITED)
                                                                                  SIX MONTHS ENDED
                                                                                      JUNE 30,
                                                                            --------------------------
                                                                                1998           1997
                                                                            -----------    -----------
<S>                                                                         <C>            <C>        
CASH FLOWS FROM OPERATING ACTIVITIES:
   Net income                                                               $ 2,168,684    $   844,048
   Adjustments to reconcile net income to net cash provided
      by operating activities:
        Depreciation and amortization                                            79,711         71,772
        Noncash compensation                                                     43,961             --
        Changes in operating assets and liabilities:
           Net (increase) in securities owned, at market value               (4,484,473)      (276,920)
           Net change in receivable from broker-dealers                       3,812,556      1,900,180
           Decrease (increase) in prepaid expenses and other assets              12,839       (446,170)
           Net Increase (decrease) in securities sold, not yet purchased,
              at market value                                                    53,859       (194,081)
           Increase in accounts payable and accrued
              liabilities                                                       344,237        265,010
                                                                            -----------    -----------

              Net cash provided by operating activities                       2,031,374      2,163,839
                                                                            -----------    -----------

CASH FLOWS FROM INVESTING ACTIVITIES:
   Loan to or investment in affiliate                                        (3,000,000)      (392,000)
   Purchase of furniture, equipment and leasehold improvements                 (167,696)       (37,430)
                                                                            -----------    -----------

              Net cash (used in) investing activities                        (3,167,696)      (429,430)
                                                                            -----------    -----------

CASH FLOWS FROM FINANCING ACTIVITIES:
   Proceeds from exercise of stock options                                       14,800             --
   Dividends on common stock                                                    (49,245)            --
   Issuance of shares, net of expenses                                               --        (28,941)
                                                                            -----------    -----------

              Net cash (used in) financing activities                           (34,445)       (28,941)
                                                                            -----------    -----------

              Net (decrease) increase in cash and cash equivalents           (1,170,767)     1,705,468

Cash and cash equivalents - beginning of period                               4,394,142        231,029
                                                                            -----------    -----------

Cash and cash equivalents - end of period                                   $ 3,223,375    $ 1,936,497
                                                                            ===========    ===========

SUPPLEMENTAL CASH FLOW DISCLOSURES:
   Cash paid for:
      Interest                                                              $   192,664    $   206,840
      Income taxes                                                            1,497,711        244,300

                            See notes to consolidated financial statements.
</TABLE>

                                                  F-7
<PAGE>
<TABLE>
<CAPTION>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY

CONSOLIDATED STATEMENTS OF CASH FLOWS

                                                                                         YEAR ENDED DECEMBER 31,
                                                                            -----------------------------------------
                                                                                1997          1996            1995
                                                                            -----------    -----------    -----------
<S>                                                                         <C>            <C>            <C>        
CASH FLOWS FROM OPERATING ACTIVITIES:
   Net income                                                               $ 2,618,101    $ 1,964,435    $ 1,244,673
   Adjustments to reconcile net income to net cash provided by
    (used in) operating activities:
        Depreciation and amortization                                           157,010        108,460         67,360
        Changes in operating assets and liabilities:
           Net decrease (increase) in securities owned, at market value       3,551,580      3,630,683     (8,006,577)
           Net change in receivable from clearing broker                       (993,400)    (6,377,785)     8,151,165
           (Increase) in prepaid expenses and other assets                     (186,649)      (292,409)        (2,097)
           Net increase (decrease) in securities sold, not yet purchased,
                at market value                                                 590,404        868,653       (994,994)
           Increase (decrease) in accounts payable and accrued
             liabilities                                                        347,485       (515,229)     1,432,940
                                                                            -----------    -----------    -----------

              Net cash provided by (used in) operating activities             6,084,531       (613,192)     1,892,470
                                                                            -----------    -----------    -----------

CASH FLOWS FROM INVESTING ACTIVITIES:
   Investment in cash equivalents-restricted                                 (1,300,000)            --             --
   Purchase of furniture, equipment and leasehold improvements                 (182,309)      (319,850)       (95,771)
   Investment in affiliate                                                     (392,000)            --             --
                                                                            -----------    -----------    -----------

              Net cash (used in) investing activities                        (1,874,309)      (319,850)       (95,771)
                                                                            -----------    -----------    -----------

CASH FLOWS FROM FINANCING ACTIVITIES:
   Subordinated borrowings from affiliate                                            --      1,000,000             --
   Repayment of subordinated borrowings from affiliate                               --             --     (2,000,000)
   Issuance of shares, net of expenses                                          (28,941)            --             --
   Dividend on common stock
                                                                                (18,168)            --             --
                                                                            -----------    -----------    -----------

              Net cash (used in) provided by financing activities               (47,109)     1,000,000     (2,000,000)
                                                                            -----------    -----------    -----------

              Net increase (decrease) in cash and cash equivalents            4,163,113         66,958       (203,301)

Cash and cash equivalents - beginning of year                                   231,029        164,071        367,372
                                                                            -----------    -----------    -----------

Cash and cash equivalents - end of year                                     $ 4,394,142    $   231,029    $   164,071
                                                                            ===========    ===========    ===========

SUPPLEMENTAL CASH FLOW DISCLOSURES:
   Cash paid for:
      Interest                                                              $   405,000    $   290,465    $   568,326
      Income taxes                                                            1,796,000        234,850        126,342
</TABLE>

SUPPLEMENTAL INFORMATION ON NONCASH FINANCING ACTIVITIES:
   During 1995, an affiliate issued a secured demand note to the Company and the
      Company issued a subordinated note to a shareholder, both in the amount of
      $2,000,000.

                 See notes to consolidated financial statements.

                                       F-8
<PAGE>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY
NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
SIX MONTHS ENDED JUNE 30, 1998 AND 1997 AND YEARS ENDED DECEMBER 31, 1997,  1996
AND 1995  (INFORMATION  WITH RESPECT TO JUNE 30, 1998 AND THE SIX MONTH  PERIODS
ENDED JUNE 30, 1998 AND 1997 IS UNAUDITED)

NOTE A - ORGANIZATION AND SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES

[1]    ORGANIZATION AND BASIS OF PRESENTATION:

       Siebert   Financial  Corp.   ("Financial"),   through  its  wholly  owned
       subsidiary,  Muriel  Siebert  & Co.,  Inc.  ("Siebert"),  engages  in the
       business  of  providing   discount   brokerage  services  for  customers,
       investment  banking  services  for  institutional   clients  and  trading
       securities for its own account.

       In accordance with a Plan and Agreement of Merger (the "Agreement") which
       closed on November 8, 1996 (the  "Merger"),  J.  Michaels,  Inc.  ("JMI")
       issued 20,420,000 shares to Muriel Siebert in exchange for all the issued
       and outstanding  shares of Muriel Siebert  Capital  Markets Group,  Inc.,
       sole  shareholder of Siebert.  The Agreement  provided that JMI liquidate
       all its assets other than shares of Siebert,  and distribute the proceeds
       to the  pre-merger  shareholders  of JMI who,  by virtue  of the  Merger,
       collectively  retained a 2 1/2% interest in the  surviving  company which
       has been renamed  Siebert  Financial  Corp. The Merger has been accounted
       for as a  reorganization  of Siebert  whereby  Financial  issued  523,588
       shares  of its  common  stock  to the  pre-merger  shareholders  of  JMI.
       Accordingly,   the  financial  statements  for  1996  and  1995  are  the
       historical basis financial statements of Siebert.

       The financial  statements  reflect the results of  operations,  financial
       condition  and cash flows of Siebert  and,  from the date of the  Merger,
       Financial.  All significant  intercompany  accounts have been eliminated.
       Financial  and  Siebert  collectively  are  referred  to  herein  as  the
       "Company."

       The consolidated  financial  statements for the six months ended June 30,
       1998 and 1997 are unaudited;  however, in the opinion of management,  all
       adjustments   considered   necessary  to  reflect  fairly  the  Company's
       financial  position  and  results  of  operations,  consisting  of normal
       recurring adjustments,  have been included.  Because of the nature of the
       Company's business, the results of any interim period are not necessarily
       indicative of results for a full year.

[2]    SECURITY TRANSACTIONS:

       Prior to 1996, security transactions,  commissions, revenues and expenses
       were  recorded  on a  settlement  date  basis,  generally  the  third day
       following the  transaction  for  securities and the next day for options.
       Revenues and related  expenses on a trade date basis were not  materially
       different. Effective January 1, 1996, security transactions, commissions,
       revenues and expenses are recorded on a trade date basis.

       Siebert  clears all its  security  transactions  through an  unaffiliated
       clearing firm on a fully disclosed basis.  Accordingly,  Siebert does not
       hold  funds or  securities  for,  or owe  funds  or  securities  to,  its
       customers.  Those  functions  are performed by the clearing firm which is
       highly capitalized.

                                      F-9
<PAGE>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY
NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
SIX MONTHS ENDED JUNE 30, 1998 AND 1997 AND YEARS ENDED DECEMBER 31, 1997,  1996
AND 1995  (INFORMATION  WITH RESPECT TO JUNE 30, 1998 AND THE SIX MONTH  PERIODS
ENDED JUNE 30, 1998 AND 1997 IS UNAUDITED)

NOTE A - ORGANIZATION AND SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES (CONTINUED)

[3]    INCOME TAXES:

       Prior to November 8, 1996,  the Company  was  considered  a  subchapter-S
       corporation for tax purposes. Such status was terminated by virtue of the
       Merger.  The historical  financial  statements do not include a provision
       for  income  taxes  for the  period  prior  to the  termination  of the S
       election. A pro forma provision for income taxes has been reflected which
       represents  taxes which would have been provided had the Company operated
       as a C corporation for the entire year.

       The Company  accounts for income taxes  utilizing the asset and liability
       approach requiring the recognition of deferred tax assets and liabilities
       for the expected future tax consequences of temporary differences between
       the basis of assets and liabilities for financial  reporting purposes and
       tax purposes. The Company files a consolidated Federal income tax return.

[4]    FURNITURE, EQUIPMENT AND LEASEHOLD IMPROVEMENTS:

       Property and equipment is stated at cost and  depreciation  is calculated
       using the  straight-line  method over the lives of the assets,  generally
       five years.  Leasehold  improvements are amortized over the period of the
       lease.

[5]    CASH EQUIVALENTS:

       For purposes of reporting  cash flows,  cash  equivalents  include  money
       market funds.

[6]    ADVERTISING COSTS:

       Advertising costs are charged to expense as incurred.

[7]    USE OF ESTIMATES:

       The  preparation  of financial  statements in conformity  with  generally
       accepted accounting  principles requires management to make estimates and
       assumptions  that affect the reported  amounts of assets and  liabilities
       and  disclosure of contingent  assets and  liabilities at the date of the
       financial  statements  and the reported  amounts of revenues and expenses
       during the  reporting  period.  Actual  results  could  differ from those
       estimates.

                                      F-10
<PAGE>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY
NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
SIX MONTHS ENDED JUNE 30, 1998 AND 1997 AND YEARS ENDED DECEMBER 31, 1997,  1996
AND 1995  (INFORMATION  WITH RESPECT TO JUNE 30, 1998 AND THE SIX MONTH  PERIODS
ENDED JUNE 30, 1998 AND 1997 IS UNAUDITED)

NOTE A - ORGANIZATION AND SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES (CONTINUED)

[8]    EARNINGS PER SHARE:

       In 1997, the Company adopted Statement of Financial  Accounting Standards
       ("SFAS")  No.  128,  "Earnings  Per  Share."  SFAS No. 128  requires  the
       reporting of earnings  per basic share and  earnings  per diluted  share.
       Earnings  per basic share are  calculated  by dividing  net income by the
       weighted  average  outstanding  shares  during the period.  Earnings  per
       diluted  share are  calculated by dividing net income by the basic shares
       and all dilutive securities  including options.  Adoption of SFAS No. 128
       had no effect on prior periods.

[9]    PRO FORMA AND SUPPLEMENTARY PRO FORMA DATA:

       Pro forma net income  and pro forma  earnings  per share  give  effect to
       income taxes which would have been provided had the Company operated as a
       C corporation for all of 1996 and 1995.

       Supplementary  pro forma net income and  supplementary pro forma earnings
       per share give effect to the  adjustment of Ms.  Siebert's  salary to the
       amount set forth in her current  salary  arrangement  and the related tax
       effect.

[10]   INVESTMENT BANKING:

       Investment  banking  revenues  include  gains and fees,  net of syndicate
       expenses,  arising  primarily  from municipal bond offerings in which the
       Siebert,  Brandford,  Shank  ("SBS")  division  of  Siebert  acts  as  an
       underwriter or agent.  Investment banking management fees are recorded on
       offering date, sales concessions on settlement date and underwriting fees
       at the time the  underwriting  is completed  and the income is reasonably
       determinable.

[11]   CASH EQUIVALENTS - RESTRICTED:

       Cash equivalents - restricted  represents cash invested in a money market
       account which is pledged as collateral  for a secured  demand note in the
       amount of  $1,200,000  executed in favor of Siebert,  Brandford,  Shank &
       Co., L.L.C.("SBS LLC"), an affiliated registered broker dealer.

NOTE B - INVESTMENT IN AND RECEIVABLE FROM AFFILIATE

In March 1997, Siebert and two individuals (the "Principals")  formed SBS LLC to
succeed to the tax exempt  underwriting  business of the SBS division of Siebert
when regulatory  requirements  have been met. The agreements with the Principals
provide that profits  will be shared 51% to the  Principals  and 49% to Siebert.
Losses incurred in the amount of  approximately  $601,000  through  December 31,
1997 are to be  recouped  by  Siebert  prior  to any  profit  allocation  to the
Principals.  Siebert  invested  $392,000 as its share of the members' capital of
SBS LLC.  Siebert operated the SBS division business in

                                      F-11
<PAGE>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY
NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
SIX MONTHS ENDED JUNE 30, 1998 AND 1997 AND YEARS ENDED DECEMBER 31, 1997,  1996
AND 1995  (INFORMATION  WITH RESPECT TO JUNE 30, 1998 AND THE SIX MONTH  PERIODS
ENDED JUNE 30, 1998 AND 1997 IS UNAUDITED)

NOTE B - INVESTMENT IN AFFILIATE (CONTINUED)

accordance with the terms of the agreements with the Principals.

Effective July 1, 1998, SBS LLC met the  regulatory  requirements  and commenced
operations.  In connection therewith,  on June 30, 1998, Siebert,  pursuant to a
Temporary Subordination Agreement expiring on August 14, 1998, loaned $3,000,000
to SBS LLC. See Note F.

Siebert's investment in SBS LLC will be accounted for on the equity method.

NOTE C - SUBORDINATED BORROWINGS AND SECURED DEMAND NOTE RECEIVABLE

The  subordinated  borrowings  are  payable to an  affiliate  and consist of the
following:

<TABLE>
<CAPTION>

                                                     June 30,          December 31,
                                                    ----------   -----------------------
                                                       1998         1997         1996
                                                    ----------   ----------   ----------
<S>                                                 <C>          <C>          <C>       
    Secured demand note collateral agreement, 4%,
        due December 31, 1999                       $2,000,000   $2,000,000   $2,000,000
    Subordinated note, 8%, due January 31, 2000        500,000      500,000      500,000
    Subordinated note, 8%, due October 31, 1999        500,000      500,000      500,000
                                                    ----------   ----------   ----------

                                                    $3,000,000   $3,000,000   $3,000,000
                                                    ==========   ==========   ==========
</TABLE>

The long-term  borrowings are automatically  renewed for a period of one year if
notice of demand for payment is not given thirteen months prior to maturity.

The  subordinated  borrowings  are  available in computing net capital under the
Securities  and Exchange  Commission's  (the "SEC") Uniform Net Capital Rule. To
the extent that such borrowings are required for Siebert's continued  compliance
with minimum net capital requirements, they may not be repaid.

Interest paid on subordinated  borrowings was approximately $136,000 and $80,000
for the six months  ended June 30, 1998 and 1997,  respectively,  and  $160,000,
$123,000  and $160,000  for the years ended  December  31, 1997,  1996 and 1995,
respectively.

The secured demand note receivable of $2,000,000 at June 30, 1998,  December 31,
1997 and December 31, 1996 is  collateralized  by marketable  securities  with a
market  value  of   approximately   $2,404,000,   $2,446,000   and   $2,363,000,
respectively.

                                      F-12
<PAGE>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY
NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
SIX MONTHS ENDED JUNE 30, 1998 AND 1997 AND YEARS ENDED DECEMBER 31, 1997,  1996
AND 1995  (INFORMATION  WITH RESPECT TO JUNE 30, 1998 AND THE SIX MONTH  PERIODS
ENDED JUNE 30, 1998 AND 1997 IS UNAUDITED)

NOTE D - FURNITURE, EQUIPMENT AND LEASEHOLD IMPROVEMENTS, NET

Furniture, equipment and leasehold improvements consist of the following:
<TABLE>
<CAPTION>

                                                      JUNE 30,       DECEMBER 31,
                                                                 -------------------
                                                        1998       1997       1996
                                                      --------   --------   --------
<S>                                                   <C>        <C>        <C>     
     Equipment                                        $691,658   $638,534   $569,471
     Leasehold improvements                            132,115    128,655     70,576
     Furniture and fixtures                             84,468     84,468     61,539
                                                      --------   --------   --------
                                                       908,241    851,657    701,586

     Less accumulated depreciation and amortization    344,703    376,104    251,332
                                                      --------   --------   --------
                                                      $563,538   $475,553   $450,254
                                                      ========   ========   ========
</TABLE>

Depreciation and amortization expense for the six months ended June 30, 1998 and
1997 amounted to approximately $80,000 and $72,000,  respectively.  Such expense
for the years ended December 31, 1997,  1996 and 1995 amounted to  approximately
$157,000, $108,000 and $67,000, respectively.

NOTE E - INCOME TAXES

Income tax expense (pro forma for periods prior to November 8, 1996) consists of
the following:
<TABLE>
<CAPTION>

                                                   SIX MONTHS ENDED
                                                        JUNE 30,                      YEAR ENDED DECEMBER 31,
                                              --------------------------  -----------------------------------------------
                                                 1998          1997            1997             1996            1995
                                              ----------  --------------  --------------   --------------  --------------
<S>                                      <C>         <C>             <C>              <C>             <C>           
     Federal income tax                       $1,117,000  $      435,000  $    1,360,000   $      624,000  $      359,000
     State and local income tax                  359,000         238,000         697,000          329,000         189,000
                                              ----------  --------------  --------------   --------------  --------------

     Income tax expense                       $1,477,000  $      673,000  $    2,057,000   $      953,000  $      548,000
                                              ==========  ==============  ==============   ==============  ==============
</TABLE>

A reconciliation  between the income tax expense (pro forma for periods prior to
November 8, 1996) and income taxes  computed by applying the  statutory  Federal
income tax rate to income before taxes is as follows:

                                      F-13
<PAGE>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY
NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
SIX MONTHS ENDED JUNE 30, 1998 AND 1997 AND YEARS ENDED DECEMBER 31, 1997,  1996
AND 1995  (INFORMATION  WITH RESPECT TO JUNE 30, 1998 AND THE SIX MONTH  PERIODS
ENDED JUNE 30, 1998 AND 1997 IS UNAUDITED)

NOTE E - INCOME TAXES (CONTINUED)
<TABLE>
<CAPTION>

                                         SIX MONTHS ENDED      --------------------------------
                                              JUNE 30,              YEAR ENDED DECEMBER 31,
                                      ----------------------   --------------------------------
                                         1998         1997        1997        1996       1995
                                      ----------    --------   ----------   --------   --------
<S>                                   <C>           <C>        <C>          <C>        <C>     
Expected income tax
    provision at statutory
    Federal tax rate                  $1,239,000    $516,000   $1,590,000   $736,000   $423,000
State and local taxes, net of
    Federal tax effect                   348,000     157,000      467,000    217,000    125,000
Effect of refund of prior year's
    local taxes net of Federal and
    state tax effect                    (110,000)         --           --         --         --
                                      ----------    --------   ----------   --------   --------

Income tax expense                    $1,477,000    $673,000   $2,057,000   $953,000   $548,000
                                      ==========    ========   ==========   ========   ========
</TABLE>

There are no significant  temporary  differences which give rise to deferred tax
assets or liabilities at June 30, 1998, December 31, 1997 and December 31, 1996.

NOTE F - SHAREHOLDERS' EQUITY

Siebert is subject to the SEC's  Uniform Net Capital Rule (Rule  15c3-1),  which
requires the maintenance of minimum net capital.  Siebert has elected to use the
alternative method,  permitted by the rule, which requires that Siebert maintain
minimum net capital,  as defined,  equal to the greater of $250,000 or 2 percent
of aggregate debit balances arising from customer transactions, as defined. (The
net  capital  rule of the New York Stock  Exchange  also  provides  that  equity
capital may not be withdrawn  or cash  dividends  paid if resulting  net capital
would be less than 5 percent of aggregate  debits.) At June 30,  1998,  December
31,  1997 and  December  31,  1996,  Siebert  had net  capital of  approximately
$6,854,000,  $9,052,000  and  $7,754,000,  respectively,  as  compared  with net
capital  requirements  of $250,000.  Siebert  claims  exemption from the reserve
requirement under Section 15c3-3(k)(2)(ii).

On June 30, 1998 Siebert  loaned  $3,000,000  to SBS LLC pursuant to a Temporary
Subordination  Agreement,  with a maturity  date of August 14,  1998.  Such loan
resulted in a temporary  reduction in regulatory net capital of $3,000,000 as of
June 30, 1998.  The repayment of the loan will increase the then  regulatory net
capital.  See Note B.

In an  offering  completed  on  March  21,  1997,  the  Company  offered  to its
shareholders  with "odd lots" the  opportunity to "round up" their shares to the
next nearest 100 shares.  6,852 shares were issued with  proceeds to the Company
of approximately $16,000. Costs related to the offering approximated $45,000.

On December 22, 1997,  March 16, 1998 and June 23,  1998,  the Company  declared
quarterly  dividends  of $.0225,  $.0225 and $.03 per share,  respectively.  The
principal shareholder waived her right to receive her portion of the dividends.

                                      F-14
<PAGE>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY
NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
SIX MONTHS ENDED JUNE 30, 1998 AND 1997 AND YEARS ENDED DECEMBER 31, 1997,  1996
AND 1995  (INFORMATION  WITH RESPECT TO JUNE 30, 1998 AND THE SIX MONTH  PERIODS
ENDED JUNE 30, 1998 AND 1997 IS UNAUDITED)

NOTE F - SHAREHOLDERS' EQUITY (CONTINUED)

On April 7, 1998 the Company split its stock 4 for 1 in order to comply with the
rules of The Nasdaq  Stock  Market,  Inc.  relating to listings on the  SmallCap
Market.  All share and per share data contained  herein have been  retroactively
adjusted to reflect this stock split.

NOTE G - FINANCIAL INSTRUMENTS WITH OFF-BALANCE SHEET RISK AND
           CONCENTRATIONS OF  CREDIT RISK

In the normal course of business,  Siebert enters into  transactions  in various
financial  instruments  with  off-balance  sheet risk.  This risk  includes both
market and credit risk, which may be in excess of the amounts  recognized in the
statement of financial condition.

Retail customer  transactions  are cleared through National  Financial  Services
Corp.  ("NFSC") on a fully  disclosed  basis.  In the event that  customers  are
unable to fulfill their contractual obligations, NFSC may charge Siebert for any
loss  incurred  in  connection  with  the  purchase  or  sale of  securities  at
prevailing market prices to satisfy  customers'  obligations.  Siebert regularly
monitors the activity in its customer  accounts for  compliance  with its margin
requirements.

Siebert is exposed to the risk of loss on unsettled customer transactions in the
event  customers  and other  counterparties  are unable to  fulfill  contractual
obligations.  Securities  transactions  entered  into as of June  30,  1998  and
December  31,  1997  settled  with no  adverse  effect  on  Siebert's  financial
condition.

NOTE H - COMMITMENTS AND CONTINGENT LIABILITIES

The Company  rents office space under  long-term  operating  leases  expiring in
various periods through 2003.  These leases call for base rent plus  escalations
for taxes and operating expenses.

Future minimum rental payments for base rent plus operating expenses under these
operating leases are as follows:

                   YEAR ENDING
                   DECEMBER 31,                      AMOUNT
                   ------------                  --------------
                      1998                       $      362,000
                      1999                              356,000
                      2000                              343,000
                      2001                              325,000
                      2002                              307,000
                      Thereafter                        103,000
                                                 --------------

                                                 $    1,796,000
                                                 ==============

                                      F-15
<PAGE>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY
NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
SIX MONTHS ENDED JUNE 30, 1998 AND 1997 AND YEARS ENDED DECEMBER 31, 1997,  1996
AND 1995  (INFORMATION  WITH RESPECT TO JUNE 30, 1998 AND THE SIX MONTH  PERIODS
ENDED JUNE 30, 1998 AND 1997 IS UNAUDITED)

NOTE H - COMMITMENTS AND CONTINGENT LIABILITIES (CONTINUED)

Rent  expense,   including   escalations  for  operating   costs,   amounted  to
approximately  $277,000  and  $256,000 for each of the six months ended June 30,
1998 and 1997, respectively,  and $424,000,  $360,000 and $289,000 for the years
ended December 31, 1997, 1996 and 1995, respectively. Payments are being charged
to expense over the entire lease term on a straight-line basis.

Siebert is party to certain claims, suits and complaints arising in the ordinary
course of business.  In the opinion of  management,  all such claims,  suits and
complaints  are  without  merit,  or  involve  amounts  which  would  not have a
significant effect on the financial position of the Company.

Siebert sponsors a defined contribution  retirement plan under Section 401(k) of
the Internal Revenue Code that covers  substantially all employees.  Participant
contributions to the plan are voluntary and are subject to certain  limitations.
Siebert may also make discretionary  contributions to the plan. No contributions
were made by Siebert in the years ended December 31, 1997,  1996 and 1995 and in
the six month periods ended June 30, 1998 and 1997.

Siebert  executed  a  demand  note  payable  in favor  of SBS in the  amount  of
$1,200,000  collaterized by approximately  $1,300,000 of cash equivalents  which
are reported as cash  equivalents - restricted.  This obligation is not included
in the Company's statement of financial condition.

NOTE I - OPTIONS

In 1997,  the  shareholders  of the Company  approved the 1997 Stock Option Plan
(the  "Plan").  The Plan  authorizes  the grant of options to  purchase up to an
aggregate of 2,100,000 shares,  subject to adjustment in certain  circumstances.
Both  non-qualified  options and options intended to qualify as "Incentive Stock
Options"  under Section 422 of the Internal  Revenue  Code,  as amended,  may be
granted  under the Plan.  A Stock  Option  Committee  of the Board of  Directors
administers  the Plan which has the  authority  to  determine  when  options are
granted,  the term during which an option may be  exercised  (provided no option
has a term exceeding 10 years),  the exercise price and the exercise period. The
exercise  price shall  generally  be not less than the fair market  value on the
date of grant. No option may be granted under the Plan after December 2007.

On March 11, 1997,  the Company  granted to  non-employee  directors  options to
purchase  120,000  shares of the Company's  Common Stock at an exercise price of
$2.313 per share.  The directors'  options are  exercisable  six months from the
date of grant and expire  five years  from the date of grant.  On May 16,  1997,
pursuant to the Plan, the Company granted options to certain of its employees to
purchase  799,000  shares of the Company's  Common Stock at an exercise price of
$2.313 per share. On November 6, 1997, pursuant to the Plan, the Company granted
options to an employee to purchase  40,000 shares of the Company's  Common Stock
at an  exercise  price of $2.219 per share.  On  February  9, 1998,  the Company
granted  options to purchase  76,000  shares of the  Company's  Common  Stock to
certain of its  employees  at an  exercise  price of $2.688 per share.  All such
employee  options vest 20% per year for five years and expire ten years from the
date of grant. As of June 30, 1998,  approximately 258,000 employee options were
exercisable.

                                      F-16
<PAGE>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY
NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
SIX MONTHS ENDED JUNE 30, 1998 AND 1997 AND YEARS ENDED DECEMBER 31, 1997,  1996
AND 1995  (INFORMATION  WITH RESPECT TO JUNE 30, 1998 AND THE SIX MONTH  PERIODS
ENDED JUNE 30, 1998 AND 1997 IS UNAUDITED)

NOTE I - OPTIONS  (CONTINUED)

A summary of the Company's  stock option  transactions  for the six months ended
June 30, 1998 and the year ended December 31, 1997 is presented below:
<TABLE>
<CAPTION>

                                                                    1998                           1997
                                                           ----------------------         -----------------------
                                                                         WEIGHTED                        WEIGHTED
                                                                         AVERAGE                         AVERAGE
                                                                         EXERCISE                        EXERCISE
                                                            SHARES        PRICE            SHARES         PRICE
                                                           --------      --------         --------       --------
<S>                                                          <C>            <C>            <C>             <C>  
     Outstanding - beginning of period                      925,200         $2.31                -             -
     Granted                                                 76,000         $2.69          959,000         $2.31
     Forfeited                                              (67,880)        $2.31          (33,800)        $2.31
     Exercised                                               (6,400)        $2.31                -             -
                                                           --------                       -------- 

     Outstanding - end of period                            926,920         $2.34          925,200         $2.31
                                                           ========                       ========

     Exercisable at end of period                           258,184         $2.34          120,000         $2.31

     Weighted average fair value of options granted                  $1.16                         $1.18
</TABLE>

The following table  summarizes  information  related to options  outstanding at
June 30, 1998:
<TABLE>
<CAPTION>

                                          OPTIONS OUTSTANDING                             OPTIONS EXERCISABLE
                         ------------------------------------------------------     -------------------------------
                                           WEIGHTED-AVERAGE        WEIGHTED-                           WEIGHTED-
          RANGE            NUMBER             REMAINING             AVERAGE           NUMBER            AVERAGE
     EXERCISE PRICES     OUTSTANDING       CONTRACTUAL LIFE      EXERCISE PRICE     EXERCISABLE      EXERCISE PRICE
     ---------------     -----------       ----------------      --------------     -----------      --------------
<S>     <C>                 <C>                 <C>                  <C>               <C>                <C>  

        $2.31               810,920             8.26 Years           $2.31             138,184            $2.31
        $2.22                40,000             9.35 Years           $2.22                   -                -
        $2.69                76,000             9.60 Years           $2.69                   -                -
                         ----------                                                 ----------

      $2.22 - $2.69         926,920             8.40 Years           $2.34             120,000            $2.31
                         ==========                                                 ==========
</TABLE>

The following table  summarizes  information  related to options  outstanding at
December 31, 1997:

<TABLE>
<CAPTION>

                                          OPTIONS OUTSTANDING                             OPTIONS EXERCISABLE
                         ------------------------------------------------------     -------------------------------
                                           WEIGHTED-AVERAGE        WEIGHTED-                           WEIGHTED-
          RANGE            NUMBER             REMAINING             AVERAGE           NUMBER            AVERAGE
     EXERCISE PRICES     OUTSTANDING       CONTRACTUAL LIFE      EXERCISE PRICE     EXERCISABLE      EXERCISE PRICE
     ---------------     -----------       ----------------      --------------     -----------      --------------
<S>     <C>                 <C>                 <C>                  <C>               <C>                <C>  
          $2.31               885,200        8.68 Years              $2.31               120,000         $2.31
          $2.22                40,000        9.85 Years              $2.22                     -             -
                           ----------                                                 ----------

      $2.22 - $2.31           925,200        8.73 Years              $2.31               120,000         $2.31
                           ==========                                                 ==========
</TABLE>

The fair value of each option  grant is estimated on the date of grant using the
Black-Scholes   option-pricing   model  with  the   following   weighted-average
assumptions:  dividend  yields  ranging  from 0% to  3.3%,  expected  volatility
ranging  from of 25% to 39%,  risk-free  interest  rates  ranging  from 6.20% to
6.43%, and expected lives ranging from 5 to 10 years.

                                      F-17
<PAGE>

SIEBERT FINANCIAL CORP. AND SUBSIDIARY
NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
SIX MONTHS ENDED JUNE 30, 1998 AND 1997 AND YEARS ENDED DECEMBER 31, 1997,  1996
AND 1995  (INFORMATION  WITH RESPECT TO JUNE 30, 1998 AND THE SIX MONTH  PERIODS
ENDED JUNE 30, 1998 AND 1997 IS UNAUDITED)

NOTE I - OPTIONS  (CONTINUED)

The Company applies APB Opinion 25 and related Interpretations in accounting for
its options. Accordingly, no compensation cost has been recognized for its stock
option  grants.  The effect of applying SFAS No. 123 on pro forma net income for
the year ended  December  31, 1997 and the six months ended June 30, 1998 is not
necessarily  representative  of the  effects on  reported  net income for future
years due to, among other  things,  (1) the vesting  period of stock options and
(2) the fair value of additional stock options in future years. Had compensation
costs for the Company's  stock option grants been  determined  based on the fair
value at the grant dates for awards,  the  Company's net income and earnings per
share would have reduced to the pro forma amounts indicated below.

                                            SIX MONTHS ENDED      YEAR ENDED
                                             JUNE 30, 1998     DECEMBER 31, 1997
                                            ----------------   -----------------

      Net Income              As reported       $2,168,684         $2,618,101
                              Pro forma         $2,121,223         $2,397,101

      Net Income Per Share    As reported          $.10                $.12
                              Pro forma            $.10                $.11

NOTE J - RECENT ACCOUNTING PRONOUNCEMENTS

In June 1997,  the Financial  Accounting  Standards  Board issued  Statements of
Financial Accounting Standards No. 130, "Reporting Comprehensive Income" and No.
131,  "Disclosure  about  Segments of an  Enterprise  and  Related  Information"
effective  for fiscal years  beginning  after  December  15,  1997.  The Company
believes that the above pronouncements will not have a significant effect on its
financial position or results of operations.

NOTE K - CLEARING AGREEMENT

In June 1998,  Siebert signed a new one year agreement with its clearing  broker
which  provides,  among other things,  for reduced  ticket charges and execution
fees. Such  arrangement  provides for retroactive  effect of the new charges and
execution fees, not to exceed  $1,000,000.  A pro rata portion of the payment is
refundable under certain  circumstances,  and,  accordingly,  Siebert recognized
pre-tax income of approximately $750,000 for the six-month period ended June 30,
1998.  The balance  shall be recognized in a future period after such balance is
no longer refundable.

                                      F-18

<PAGE>

                                                                         ANNEX A

                                  ADVEST, INC.
                              ONE ROCKEFELLER PLAZA
                            NEW YORK, NEW YORK 10020

                               -------------------

                                                     July _____, 1998

Board of Directors
Siebert Financial Corp.
885 Third Avenue
New York, New York   10022


Members of the Board:

         We understand that Siebert  Financial Corp. (the "Company")  intends to
distribute  to  holders  of record of its common  stock  outstanding  as of July
_____,  1998,  transferable  subscription  rights to subscribe  for and purchase
1,016,560  shares of common stock for a price of $_____ per share (the "Proposed
Transaction" or the "Rights Offering"). The terms and conditions of the Proposed
Transaction are set forth in more detail in the Company's Registration Statement
on Form S-1.

         Advest, Inc. ("Advest") has been requested by the Company to advise the
Company  generally with respect to the Rights  Offering,  as well as to render a
written  opinion to the Board that the Rights Offering is fair, from a financial
point of view to the Company and its shareholders.

         In  arriving  at  our  opinion,  we  reviewed  and  analyzed:  (1)  the
Registration  Statement and such other publicly available information concerning
the Company  which we believe to be relevant to our inquiry,  (2)  financial and
operating information with respect to the business,  operations and prospects of
the  Company  furnished  to us by the  Company,  (3) a  trading  history  of the
Company's  common stock and a comparison  of that trading  history with those of
other  companies  which we deemed  relevant,  (4) a comparison of the historical
financial results and present  financial  condition of the Company with those of
other companies which we deemed relevant,  and (5) a comparison of the financial
terms of the Rights  Offering with the  financial  terms of certain other recent
transactions which we deemed relevant.

         In  arriving  at our  opinion,  we have  assumed  and  relied  upon the
accuracy and  completeness  of the  financial and other  information  used by us
without  assuming  any  responsibility  for  independent  verification  of  such
information  and have further  relied upon the  assurances  of management of the
Company  that they are not aware of any facts that  would make such  information
inaccurate or misleading. Our opinion is necessarily based upon market, economic
and other  conditions  as they exist on, and can be evaluated as of, the date of
this letter.
<PAGE>

BOARD OF DIRECTORS
PAGE 2


         Based upon and  subject to the  foregoing,  we are of the opinion as of
the date hereof that, from a financial  point of view, the Proposed  Transaction
is fair to the Company and its shareholders.

         We have acted as financial  advisor to the Company in  connection  with
the Proposed  Transaction and will receive a fee ($__________  retainer fee paid
by the Company upon signing an  engagement  letter with Advest and  $__________,
payable by the Company,  upon closing the Proposed Transaction) for the Proposed
Transaction.  In  addition,  the Company has agreed to  indemnify us for certain
liabilities  which may arise out of the rendering of this opinion.  We also have
performed  various  investment  banking  services  for the  Company  in the past
(including  a valuation  analysis)  and have  received  customary  fees for such
services.

         This  opinion  is  solely  for the  use and  benefit  of the  Board  of
Directors  of the Company and shall not be disclosed  publicly  except it may be
included  as an exhibit  to the  Prospectus  forming a part of the  Registration
Statement,  or made available to, or relied upon by, any third party without our
prior  approval.  This opinion is not  intended to be and does not  constitute a
recommendation to any shareholder of the Company.


                                     Very truly yours,


                                     ADVEST, INC.

<PAGE>
                                     PART II
                     INFORMATION NOT REQUIRED IN PROSPECTUS

ITEM 16.  EXHIBITS AND FINANCIAL STATEMENTS SCHEDULES.

(a)  Exhibits:

Exhibit
Number            Description of Exhibit
- ------            ----------------------

2(a)              Plan and Agreement of Merger between J. Michaels, Inc. ("JMI")
                  and Muriel  Siebert  Capital  Markets Group,  Inc.  ("MSCMG"),
                  dated as of April 24, 1996 ("Merger Agreement")  (incorporated
                  by  reference to Siebert  Financial  Corp.'s Form 10-K for the
                  fiscal year ended December 31, 1996)

2(b)              Amendment No. 1 to Merger Agreement, dated as of June 28, 1996
                  (incorporated by reference to Siebert  Financial  Corp.'s Form
                  10-K for the fiscal year ended December 31, 1996)

2(c)              Amendment No. 2 to Merger Agreement, dated as of September 30,
                  1996  (incorporated by reference to Siebert  Financial Corp.'s
                  Form 10-K for the fiscal year ended December 31, 1996)

2(d)              Amendment No. 3 to Merger  Agreement,  dated as of November 7,
                  1996  (incorporated by reference to Siebert  Financial Corp.'s
                  Form 10-K for the fiscal year ended December 31, 1996)

3(a)              Certificate  of  Incorporation  of  Siebert  Financial  Corp.,
                  formally known as J. Michaels, Inc., originally filed on April
                  9, 1934,  as amended  and  restated to date  (incorporated  by
                  reference  to  Siebert  Financial  Corp.'s  Form  10-K for the
                  fiscal year ended December 31, 1996)

3(b)              By-laws of Siebert Financial Corp.*

4                 Form of Subscription Certificate

5                 Opinion of Brown Raysman  Millstein Felder & Steiner LLP as to
                  the legality of the securities being registered *

10(a)             Siebert  Financial Corp. 1997 Stock Option Plan  (incorporated
                  by  reference to Siebert  Financial  Corp.'s Form 10-K for the
                  fiscal year ended December 31, 1996)

10(b)             LLC Operating  Agreement,  among Siebert,  Brandford,  Shank &
                  Co., LLC, Muriel Siebert & Co., Inc.,  Napoleon  Brandford III
                  and Suzanne F. Shank, dated as of March 10, 1997 (incorporated
                  by  reference to Siebert  Financial  Corp.'s Form 10-K for the
                  fiscal year ended December 31, 1996)

10(c)             Services Agreement,  between Siebert,  Brandford, Shank & Co.,
                  LLC and Muriel Siebert & Co., Inc., dated as of March 10, 1997
                  (incorporated by reference to Siebert  Financial  Corp.'s Form
                  10-K for the fiscal year ended December 31, 1996)

10(d)             Siebert  Financial  Corp.  1998  Restricted  Stock  Award Plan
                  (incorporated by reference to Siebert  Financial  Corp.'s Form
                  10-K for the fiscal year ended December 31, 1997)

                                      II-1
<PAGE>

21                List of Subsidiaries of Siebert Financial Corp.*

23(a)             Consent of Richard A. Eisner & Company, LLP

23(b)             Consent  of  Brown  Raysman  Millstein  Felder &  Steiner  LLP
                  (included  in their  opinion  set  forth as  Exhibit 5 to this
                  Registration Statement)

24                Powers of  Attorney  of  certain  directors  and  officers  of
                  Siebert (included on page II-10 of the Registration  Statement
                  filed with the SEC on April 10, 1998)

99.1              Form of Instructions to Shareholders as to use of Subscription
                  Certificates

99.2              Form  of  Notice  of  Guaranteed   Delivery  for  Subscription
                  Certificates and Important Tax Information (See exhibit 99.1)

99.3              Form of Subscription Agency Agreement

99.4              Form of Information Agent Agreement

99.5              Form of Letter to Common Shareholders who are record holders

99.6              Form of Letter  to Common  Shareholders  whose  addresses  are
                  outside the United States

99.7              Form of  Letter  to  Common  Shareholders  who are  beneficial
                  holders

99.8              Form of  Letter to  Clients  of  Common  Shareholders  who are
                  beneficial holders

99.9              Form of Certification and Request for Additional Rights

99.10             Form of Letter to Participants  in the 1998  Restricted  Stock
                  Award Plan

- -------------------
*        Previously filed.

(b)  Financial Statement Schedules:

         Schedules have been omitted because either they are not required or are
         not  applicable or because the required  information  has been included
         elsewhere in the financial statements or notes thereto.

                                      II-2
<PAGE>


ITEM 17.  UNDERTAKINGS.

                                     * * * *

         The undersigned registrant hereby undertakes that:

         (1) For purposes of determining  any liability under the Securities Act
of 1933, the  information  omitted from the form of prospectus  files as part of
this  registration  statement in reliance upon Rule 430A and contained in a form
of  prospectus  filed by the  registrant  pursuant to Rule  424(b)(1)  or (4) or
497(h) under the Securities Act shall be deemed to be part of this  registration
statement as of the time it was declared effective.

         (2) For the purpose of determining  any liability  under the Securities
Act of 1933,  each  post-effective  amendment that contains a form of prospectus
shall be deemed to be a new  registration  statement  relating to the securities
offered  therein,  and the  offering  of such  securities  at that time shall be
deemed to be the initial BONE FIDE offering thereof.

                                      II-3
<PAGE>

                                   SIGNATURES

         Pursuant to the requirements of the Securities Act of 1933, as amended,
the Company has duly caused this  Amendment No. 2 to  Registration  Statement on
Form  S-1  to be  signed  on  its  behalf  by the  undersigned,  thereunto  duly
authorized, in the City of New York, State of New York, on the 29th day of July,
1998.

                                                 SIEBERT FINANCIAL CORP.


                                                 By: /s/ MURIEL F. SIEBERT
                                                    ----------------------------
                                                         Muriel F. Siebert
                                                         Chair and President


         Pursuant to the requirements of the Securities Act of 1933, as amended,
this Amendment No. 2 to Registration Statement on Form S-1 has been signed below
by the following persons, in the capacities indicated, on July 29, 1998.

             NAME                               TITLE
             ----                               -----

 /s/ MURIEL F. SIEBERT              Chair, President and Director 
- ----------------------------------    (principal executive officer)
     Muriel F. Siebert

 /s/ NICHOLAS P. DERMIGNY           Executive Vice President, Chief Operating 
- ----------------------------------    Officer and Director
     Nicholas P. Dermigny        

 /s/ RICHARD M. FELDMAN             Executive Vice President and Chief Financial
- ----------------------------------    Officer and Assistant Secretary 
     Richard M. Feldman               (principal financial and
                                      accounting officer)

 /s/ PATRICIA L. FRANCY             Director
- ----------------------------------    
     Patricia L. Francy

 /s/ JANE H. MACON                  Director
- ----------------------------------    
     Jane H. Macon

 /s/ MONTE E. WETZLER               Director
- ----------------------------------    
     Monte E. Wetzler

                                      II-4

<PAGE>

                                  EXHIBIT INDEX

Exhibit
Number            Description of Exhibits                                   Page
- ------            -----------------------                                   ----

2(a)              Plan and Agreement of Merger between J. Michaels, Inc.
                  ("JMI") and Muriel Siebert Capital Markets Group, Inc.
                  ("MSCMG"), dated as of April 24, 1996 ("Merger
                  Agreement") (incorporated by reference to Siebert
                  Financial Corp.'s Form 10-K for the fiscal year ended
                  December 31, 1996)

2(b)              Amendment No. 1 to Merger Agreement, dated as of June 28,
                  1996 (incorporated by reference to Siebert Financial
                  Corp.'s Form 10-K for the fiscal year ended December 31,
                  1996)

2(c)              Amendment No. 2 to Merger Agreement, dated as of
                  September 30, 1996 (incorporated by reference to Siebert
                  Financial Corp.'s Form 10-K for the fiscal year ended
                  December 31, 1996)

2(d)              Amendment No. 3 to Merger Agreement, dated as of November
                  7, 1996 (incorporated by reference to Siebert Financial
                  Corp.'s Form 10-K for the fiscal year ended December 31,
                  1996)

3(a)              Certificate of Incorporation of Siebert Financial Corp.,
                  formally known as J. Michaels, Inc., originally filed on
                  April 9, 1934, as amended and restated to date
                  (incorporated by reference to Siebert Financial Corp.'s
                  Form 10-K for the fiscal year ended December 31, 1996)

3(b)              By-laws of Siebert Financial Corp.*

4                 Form of Subscription Certificate

5                 Opinion of Brown Raysman Millstein Felder & Steiner LLP
                  as to the legality of the securities being registered *

10(a)             Siebert Financial Corp. 1997 Stock Option Plan
                  (incorporated by reference to Siebert Financial Corp.'s
                  Form 10-K for the fiscal year ended December 31, 1996)

10(b)             LLC Operating Agreement, among Siebert, Brandford, Shank
                  & Co., LLC, Muriel Siebert & Co., Inc., Napoleon
                  Brandford III and Suzanne F. Shank, dated as of March 10,
                  1997 (incorporated by reference to Siebert Financial
                  Corp.'s Form 10-K for the fiscal year ended December 31,
                  1996)

10(c)             Services Agreement, between Siebert, Brandford, Shank &
                  Co., LLC and Muriel Siebert & Co., Inc., dated as of
                  March 10, 1997 (incorporated by reference to Siebert
                  Financial Corp.'s Form 10-K for the fiscal year ended
                  December 31, 1996)

10(d)             Siebert Financial Corp. 1998 Restricted Stock Award Plan
                  (incorporated by reference to Siebert Financial Corp.'s
                  Form 10-K for the fiscal year ended December 31, 1997)
<PAGE>

21                List of Subsidiaries of Siebert Financial Corp.*

23(a)             Consent of Richard A. Eisner & Company, LLP

23(b)             Consent of Brown Raysman Millstein Felder & Steiner LLP
                  (included in their opinion set forth as Exhibit 5 to this
                  Registration Statement)

24                Powers of Attorney of certain directors and officers of
                  Siebert (included on page II-10 of the Registration
                  Statement filed with the SEC on April 10, 1998)

99.1              Form of Instructions to Shareholders as to use of
                  Subscription Certificates

99.2              Form of Notice of Guaranteed Delivery for Subscription
                  Certificates and Important Tax information (See exhibit
                  99.1)

99.3              Form of Subscription Agency Agreement

99.4              Form of Information Agent Agreement

99.5              Form of Letter to Common Shareholders who are record holders

99.6              Form of Letter to Common Shareholders whose addresses are
                  outside the United States

99.7              Form of Letter to Common Shareholders who are beneficial
                  holders

99.8              Form of Letter to Clients of Common Shareholders who are
                  beneficial holders

99.9              Form of Certification and Request for Additional Rights

99.10             Form of Letter to Participants  in the 1998  Restricted  Stock
                  Award Plan

- -------------------
*       Previously filed.


<TABLE>
<CAPTION>

                                                                                                                           EXHIBIT 4

SUBSCRIPTION CERTIFICATE NO.                                                                            SUBSCRIPTION CERTIFICATE FOR
                                                                                                                   SHARES

                                                                SIEBERT FINANCIAL CORP.

<S>                                      <C>                                                                      <C>
THE TERMS AND CONDITIONS OF THE           SUBSCRIPTION CERTIFICATE REPRESENTING RIGHTS TO PURCHASE SHARES OF     SUBSCRIPTION PRICE
RIGHTS OFFERING ARE SET FORTH IN                     THE COMMON STOCK OF SIEBERT FINANCIAL CORP.                   $_____ PER SHARE
THE COMPANY'S PROSPECTUS DATED           THIS CERTIFICATE OR A NOTICE OF GUARANTEED DELIVERY MUST BE RECEIVED     
JULY _____, 1998 (THE                   BY THE SUBSCRIPTION AGENT WITH PAYMENT IN FULL BY 5:00 P.M., NEW YORK     CUSIP 826176  11 7
"PROSPECTUS") AND ARE                         CITY TIME, ON AUGUST _____, 1998 (THE "EXPIRATION DATE").
INCORPORATED HEREIN BY                   THIS SUBSCRIPTION CERTIFICATE IS TRANSFERABLE AND MAY BE COMBINED OR
REFERENCE.  COPIES OF THE                  DIVIDED (BUT ONLY INTO CERTIFICATES EVIDENCING A WHOLE NUMBER OF
PROSPECTUS ARE AVAILABLE UPON                      RIGHTS) AT THE OFFICE OF THE SUBSCRIPTION AGENT.
REQUEST FROM THE COMPANY AND THE
SUBSCRIPTION AGENT.
</TABLE>


NAME AND ADDRESS OF REGISTERED HOLDER:





The registered owner whose name is inscribed hereon, or assigns, is entitled to
subscribe for shares of Common Stock upon the terms and subject to the
conditions set forth in the Prospectus and Instructions relating thereto. The
Rights represented by this Subscription Certificate may be exercised by duly
completing Form 1; may be transferred, assigned, exercised or sold through a
bank or broker by duly completing Form 2; and may be sold through the
Subscription Agent by duly completing Form 3. Rights holders are advised to
review the Prospectus and Instructions, copies of which are available from the
Subscription Agent, before exercising or selling their Rights. IMPORTANT:
Complete appropriate Form and, if applicable, delivery instructions, and SIGN on
reverse side.

Date:

                                       [SEAL]
     ---------------------------------         ---------------------------------
              MURIEL F. SIEBERT                       DANIEL IESU
              PRESIDENT AND CHAIR                     SECRETARY

<PAGE>

     RIGHTS  HOLDERS SHOULD BE AWARE THAT IF THEY CHOOSE TO EXERCISE OR TRANSFER
LESS  THAN  ALL OF THE  RIGHTS  EVIDENCED  HEREBY,  THEY MAY NOT  RECEIVE  A NEW
SUBSCRIPTION  CERTIFICATE  IN SUFFICIENT  TIME TO EXERCISE THE REMAINING  RIGHTS
EVIDENCED THEREBY.

     FORM 1 - EXERCISE AND  SUBSCRIPTION:  The  undersigned  hereby  irrevocably
exercises  one or more  Rights  to  subscribe  for  shares  of  Common  Stock as
indicated  below,  on the terms and subject to the  conditions  specified in the
Prospectus, receipt of which is hereby acknowledged.

     (a) Number of shares  subscribed  for  pursuant  to the Basic  Subscription
         Privilege (one Right needed to subscribe for each full share):
     (b) Number of shares subscribed for pursuant to the Oversubscription
         Privilege (one Right needed to subscribe for each full share) ______
     (c) Total  Subscription  Price  (total  number  of  shares  subscribed  for
         pursuant   to  both   the   Basic   Subscription   Privilege   and  the
         Oversubscription  Privilege times the  Subscription  Price of $______):
         $__________*

     METHOD OF PAYMENT (CHECK ONE)

     |_| CHECK,  BANK DRAFT OR MONEY ORDER PAYABLE TO AMERICAN  STOCK TRANSFER &
         TRUST COMPANY.
     |_| WIRE  TRANSFER  DIRECTED  TO THE  CHASE  MANHATTAN  BANK;  ACCOUNT  NO.
         323294723; ABA NO. 021000021.

     (c) If  the  number  of  Rights  being  exercised  pursuant  to  the  Basic
         Subscription  Privilege is less than all of the Rights  represented  by
         this Subscription Certificate (check only one):

     |_| DELIVER TO ME A NEW SUBSCRIPTION  CERTIFICATE  EVIDENCING THE REMAINING
         RIGHTS TO WHICH I AM ENTITLED.
     |_| DELIVER TO ME A NEW SUBSCRIPTION  CERTIFICATE  EVIDENCING THE REMAINING
         RIGHTS IN ACCORDANCE  WITH MY FORM 2  INSTRUCTIONS  (which  include any
         required signature guarantees).
     |_| SELL THE  REMAINING  UNEXERCISED  RIGHTS IN  ACCORDANCE  WITH MY FORM 3
         INSTRUCTIONS.
     |_| CHECK  HERE IF  RIGHTS  ARE  BEING  EXERCISED  PURSUANT  TO A NOTICE OF
         GUARANTEED  DELIVERY  DELIVERED TO THE SUBSCRIPTION  AGENT PRIOR TO THE
         DATE HEREOF AND COMPLETE THE FOLLOWING:

             Name(s) of Registered Owner(s)_____________________________________
             Window Ticket number (if any)______________________________________
             Date of Execution of Notice of Guaranteed Delivery_________________
             Name of Institution which Guaranteed Delivery______________________


     FORM 2 - TO TRANSFER YOUR  SUBSCRIPTION  CERTIFICATE OR SOME OR ALL OF YOUR
RIGHTS OR TO  EXERCISE  OR SELL RIGHTS  THROUGH  YOUR BANK OR BROKER.  For value
received,  Rights  represented  by  this  Subscription  Certificate  are  hereby
assigned  to (please  print name and address  and Tax  Identification  or Social
Security No. of transferee in full):

Name_______________________________________________
Address____________________________________________
___________________________________________________
___________________________________________________
    Tax Identification or Social Security Number

     |_| FORM 3 -  CHECK  HERE TO  SELL  YOUR  UNEXERCISED  RIGHTS  THROUGH  THE
         SUBSCRIPTION  AGENT: Check box if the undersigned hereby authorizes the
         Subscription  Agent to sell any Rights represented by this Subscription
         Certificate but not exercised  hereby and to deliver to the undersigned
         a check for the net proceeds.

         FORM 4 - DELIVERY  INSTRUCTIONS:  Name  and/or  address for mailing any
         stock, new Subscription Certificate or cash payment if other than shown
         on the reverse hereof:

                                    Name:_______________________________________
                                    Address:____________________________________
                                    ____________________________________________
                                    ____________________________________________
                                                            (including Zip Code)

================================================================================

                                    IMPORTANT

RIGHTS  HOLDER  SIGN HERE AND, IF RIGHTS ARE BEING SOLD OR  EXERCISED,  COMPLETE
SUBSTITUTE FORM W-8 OR W-9, AS APPLICABLE

________________________________________________________________________________
________________________________________________________________________________
                           (Signature(s) of Holder(s))

Dated:_____________________, 1998

       (Must be signed by the registered  holder(s) exactly as name(s) appear(s)
on this Subscription  Certificate.  If signature is by trustee(s),  executor(s),
administrator(s),  guardian(s),  attorney(s)-in-fact,  agent(s), officer(s) of a
corporation or another acting in a fiduciary or representative capacity,  please
provide the following information. (See Instructions.)

Name(s)           ______________________________________________________________
                                        (Please Print)
Capacity          ______________________________________________________________
Address           ______________________________________________________________
                  ______________________________________________________________
                                                            (including Zip Code)
Area Code and     Home:_________________________________________________________
Telephone Number  Business:_____________________________________________________

Tax Identification
 or Social 
 Security Number  ______________________________________________________________
                  (Complete Substitute Form W-9)

                       GUARANTEE OF SIGNATURE(S)
                       NOTE: SEE PARAGRAPH 5(c) OF INSTRUCTIONS
AUTHORIZED
 SIGNATURE        ______________________________________________________________
NAME              ______________________________________________________________
TITLE             ______________________________________________________________
NAME OF FIRM      ______________________________________________________________
ADDRESS           ______________________________________________________________
AREA CODE AND
 TELEPHONE NUMBER ______________________________________________________________
DATED:            ________________________________________________________, 1998

================================================================================

*    

     IF THE  AMOUNT  ENCLOSED  OR  TRANSMITTED  IS  NOT  SUFFICIENT  TO PAY  THE
     SUBSCRIPTION  PRICE FOR ALL SHARES THAT ARE STATED TO BE SUBSCRIBED FOR, OR
     IF THE NUMBER OF SHARES BEING  SUBSCRIBED FOR IS NOT SPECIFIED,  THE NUMBER
     OF SHARES  SUBSCRIBED  FOR WILL BE ASSUMED TO BE THE  MAXIMUM  NUMBER  THAT
     COULD BE  SUBSCRIBED  FOR UPON  PAYMENT  OF SUCH  AMOUNT.  IF THE NUMBER OF
     SHARES TO BE SUBSCRIBED FOR PURSUANT TO THE  OVERSUBSCRIPTION  PRIVILEGE IS
     NOT  SPECIFIED  AND  THE  AMOUNT   ENCLOSED  OR  TRANSMITTED   EXCEEDS  THE
     SUBSCRIPTION   PRICE  FOR  ALL  SHARES  REPRESENTED  BY  THIS  SUBSCRIPTION
     CERTIFICATE (THE "SUBSCRIPTION  EXCESS"),  THE PERSON SUBSCRIBING  PURSUANT
     HERETO SHALL BE DEEMED TO HAVE EXERCISED THE OVERSUBSCRIPTION  PRIVILEGE TO
     PURCHASE,  TO THE EXTENT  AVAILABLE,  THE NUMBER OF WHOLE  SHARES OF COMMON
     STOCK EQUAL TO THE QUOTIENT OBTAINED BY DIVIDING THE SUBSCRIPTION EXCESS BY
     $_____.  ANY AMOUNT  REMAINING AFTER SUCH DIVISION SHALL BE RETURNED TO THE
     SUBSCRIBER.


                                                                   EXHIBIT 23(a)



                         CONSENT OF INDEPENDENT AUDITORS



         We consent to the  inclusion in this  Amendment  No. 2 to  Registration
Statement on Form S-1 (Reg. No. 333-49843) of our report dated February 13, 1998
(April 7, 1998 with respect to the fourth and fifth paragraphs of Note F) on our
audits of Siebert  Financial  Corp.  and  Subsidiary as of December 31, 1997 and
December  31,  1996 and for each of the  years in the  three-year  period  ended
December  31,  1997.  We also  consent  to the  reference  to our firm under the
caption "Experts."


Richard A. Eisner & Company, LLP



New York, New York
July 29, 1998





                                                                    EXHIBIT 99.1

                            INSTRUCTIONS AS TO USE OF
                SIEBERT FINANCIAL CORP. SUBSCRIPTION CERTIFICATES

                                 ---------------

               CONSULT THE INFORMATION AGENT, YOUR BANK OR BROKER
                               AS TO ANY QUESTIONS

         The  following  instructions  relate to a rights  offering (the "Rights
Offering") by Siebert  Financial  Corp., a New York corporation (the "Company"),
to the  holders of its  Common  Stock,  par value  $.01 per share  (the  "Common
Stock"),  as described in the Company's  Prospectus dated July _____,  1998 (the
"Prospectus").  Holders of record of Common  Stock at the close of  business  on
_________,   July  ____,   1998  (the  "Record  Date")  are  receiving  one  (1)
transferable  subscription  right (the  "Right")  for each share of Common Stock
held by them on the Record Date. An aggregate of up to  approximately  1,100,000
Rights  exercisable  to purchase an aggregate of up to  approximately  1,100,000
shares of  Common  Stock  (the  "Underlying  Shares")  is being  distributed  in
connection with the Rights Offering. Each Right is exercisable,  upon payment of
$____ in cash (the "Subscription  Price"), to purchase one share of Common Stock
(the "Basic  Subscription  Privilege").  In addition,  subject to the allocation
described  below,  Record  Date  stockholders  who  fully  exercise  all  Rights
distributed to them will also be entitled to subscribe at the Subscription Price
for  an   unlimited   number  of   additional   shares  of  Common   Stock  (the
"Oversubscription  Privilege").  Transferees  of  Rights  may not  exercise  the
Oversubscription  Privilege with respect to such Rights.  Underlying Shares will
be available for purchase pursuant to the Oversubscription Privilege only to the
extent  that all the  Underlying  Shares  are not  subscribed  for  through  the
exercise  of the  Basic  Subscription  Privilege  by  the  Expiration  Date  (as
hereinafter  defined).  If the  Underlying  Shares  so  available  (the  "Excess
Shares")  are not  sufficient  to  satisfy  all  subscriptions  pursuant  to the
Oversubscription  Privilege,  the available  Underlying Shares will be allocated
pro rata  (subject to  elimination  of  fractional  shares) among the holders of
Rights who exercise the  Oversubscription  Privilege in proportion to the number
of  shares  requested  pursuant  to the  Oversubscription  Privilege;  provided,
however,  that if such pro rata allocation results in any holder being allocated
a greater  number of Excess Shares than such holder  subscribed  for pursuant to
the exercise of such holder's Oversubscription  Privilege, then such holder will
be  allocated  only  such  number of  shares  of  Excess  Shares as such  holder
subscribed for and the remaining Excess Shares will be allocated among all other
holders  exercising  Oversubscription  Privileges.  See "THE  RIGHTS  OFFERING -
Subscription Privileges" in the Prospectus.

         No  fractional  Rights or cash in lieu  thereof will be issued or paid.
The  number of Rights  distributed  by the  Company  has been  rounded up to the
nearest whole number in order to avoid issuing fractional Rights.

         The  Rights  will  expire  at  5:00  p.m.,   New  York  City  time,  on
___________,  August _____, 1998 (the "Expiration Date"). It is anticipated that
the  Rights  will  be  traded  in  the  Nasdaq   SmallCap   Market  and  in  the
over-the-counter market.

         The number of Rights to which you are  entitled  is printed on the face
of your subscription certificate. You should indicate your wishes with regard to
the exercise or sale of your Rights by completing the appropriate  form or forms
on your subscription  certificate and returning the subscription  certificate to
the Subscription Agent in the envelope provided.

         PAYMENT OF THE  SUBSCRIPTION  PRICE AND YOUR  SUBSCRIPTION  CERTIFICATE
MUST BE RECEIVED BY THE SUBSCRIPTION AGENT, OR GUARANTEED DELIVERY  REQUIREMENTS
WITH RESPECT TO YOUR SUBSCRIPTION CERTIFICATE MUST BE COMPLIED WITH, AND PAYMENT
OF THE  SUBSCRIPTION  PRICE,  INCLUDING FINAL  CLEARANCE OF ANY CHECKS,  MUST BE
RECEIVED BY THE SUBSCRIPTION  AGENT, ON OR BEFORE 5:00 P.M., NEW YORK CITY TIME,
ON THE EXPIRATION DATE. YOU MAY NOT REVOKE ANY EXERCISE OF A RIGHT.
<PAGE>

1.       SUBSCRIPTION PRIVILEGES.

         To exercise  Rights,  complete Form 1 and send your properly  completed
and  executed  subscription  certificate,  together  with payment in full of the
Subscription  Price for each  Underlying  Share  subscribed  for pursuant to the
Basic  Subscription  Privilege  and  the  Oversubscription   Privilege,  to  the
Subscription  Agent.  Payment  of the  Subscription  Price  must be made in U.S.
dollars for the full number of  Underlying  Shares being  subscribed  for (a) by
check or bank draft  drawn upon a U.S.  bank or postal,  telegraphic  or express
money order payable to American Stock Transfer & Trust Company,  as Subscription
Agent,  or (b) by wire  transfer  of  funds  to the  account  maintained  by the
Subscription  Agent for such purpose at the Chase  Manhattan  Bank;  Account No.
323294723;  ABA No. 02100021. The Subscription Price will be deemed to have been
received  by  the  Subscription  Agent  only  upon  (i)  the  clearance  of  any
uncertified  check, (ii) the receipt by the Subscription  Agent of any certified
check or bank draft drawn upon a U.S. bank or any postal, telegraphic or express
money  order or (iii) the  receipt  of good  funds in the  Subscription  Agent's
account designated above. IF PAYING BY UNCERTIFIED  PERSONAL CHECK,  PLEASE NOTE
THAT THE FUNDS  PAID  THEREBY  MAY TAKE AT LEAST  FIVE  BUSINESS  DAYS TO CLEAR.
ACCORDINGLY,  HOLDERS OF RIGHTS WHO WISH TO PAY THE SUBSCRIPTION  PRICE BY MEANS
OF UNCERTIFIED  PERSONAL CHECK ARE URGED TO MAKE PAYMENT SUFFICIENTLY IN ADVANCE
OF THE  EXPIRATION  DATE TO ENSURE THAT SUCH  PAYMENT IS RECEIVED  AND CLEARS BY
SUCH DATE AND ARE URGED TO CONSIDER  PAYMENT BY MEANS OF  CERTIFIED OR CASHIER'S
CHECK,  MONEY  ORDER OR WIRE  TRANSFER  OF  FUNDS.  You may also  transfer  your
subscription  certificate  to  your  bank  or  broker  in  accordance  with  the
procedures specified in paragraph 3(a) below, make arrangements for the delivery
of funds on your  behalf  and  request  such  bank or  broker  to  exercise  the
Subscription Certificate on your behalf. Alternatively,  you may cause a written
guarantee  substantially  in the form of  EXHIBIT A to these  instructions  (the
"Notice of  Guaranteed  Delivery")  from a member firm of a registered  national
securities  exchange  or a member  of the  National  Association  of  Securities
Dealers,  Inc., or from a commercial  bank or trust company  having an office or
correspondent  in the United  States (each of the  foregoing  being an "Eligible
Institution")  to be  received  by the  Subscription  Agent  at or  prior to the
Expiration  Date  together with payment in full of the  applicable  Subscription
Price.  Such Notice of Guaranteed  Delivery must state your name,  the number of
Rights  represented by your  subscription  certificate  and the number of Rights
being exercised pursuant to the Basic  Subscription  Privilege and the number of
Underlying Shares, if any, being subscribed for pursuant to the Oversubscription
Privilege,  and will  guarantee the delivery to the  Subscription  Agent of your
properly completed and executed subscription  certificate(s) within three Nasdaq
SmallCap  Market  trading days  following  the date of the Notice of  Guaranteed
Delivery. If this procedure is followed, your subscription  certificates must be
received by the  Subscription  Agent within three Nasdaq SmallCap Market trading
days following the date of the Notice of Guaranteed Delivery.  Additional copies
of the Notice of  Guaranteed  Delivery  may be obtained  upon  request  from the
Information Agent at the address, or by calling the telephone number,  indicated
below.

         Banks,  brokers and other nominee holders of Rights who exercise Rights
and the Oversubscription Privilege on behalf of beneficial owners of Rights will
be required to certify to the Subscription Agent and the Company,  in connection
with the exercise of the Oversubscription  Privilege, as to the aggregate number
of Rights  that have been  exercised,  and the  number of shares  that are being
subscribed for pursuant to the  Oversubscription  Privilege,  by each beneficial
owner of  Rights  on  whose  behalf  such  nominee  holder  is  acting.  If more
Underlying Shares are subscribed for pursuant to the Oversubscription  Privilege
than are available for sale,  Underlying Shares will be allocated,  as described
above, among persons exercising the Oversubscription  Privilege in proportion to
the number of shares requested pursuant to the Oversubscription Privilege.

                                       2
<PAGE>

         The address, telephone and telecopier numbers of the Subscription Agent
are as follows:

<TABLE>
<CAPTION>

                  BY MAIL:                            BY FACSIMILE                            BY HAND:
<S>     <C>                                       <C>                               <C>
           American Stock Transfer                   TRANSMISSION:                    American Stock Transfer
               & Trust Company                       (718) 234-5001                       & Trust Company
         40 Wall Street, 46th Floor                                                  40 Wall Street, 46th Floor
          New York, New York 10005                                                    New York, New York 10005
                                                 TO CONFIRM RECEIPT OF
                                               FACSIMILE AND FOR GENERAL
                                                      INFORMATION:
                                                     (800) 937-5449
</TABLE>

         Questions and requests for  assistance  or additional  materials may be
directed to the  Information  Agent at the telephone  number and address  listed
below.

                              D.F. King & Co., Inc.
                                 77 Water Street
                                   20th Floor
                            New York, New York 10005
                  Banks and Brokers Call Collect (212) 269-5550
                      Others Call TOLL-FREE (800) 859-8508

         If you  exercise  less  than  all  of  the  Rights  evidenced  by  your
subscription  certificate  by so  indicating  in  Form  1 of  your  subscription
certificate,  the  Subscription  Agent  either  (i)  will  issue  to  you  a new
subscription  certificate  evidencing  the  unexercised  Rights,  (ii) if you so
indicate  on  Form  2  of  your  subscription  certificate,  will  transfer  the
unexercised  Rights  in  accordance  with your  instructions  or (iii) if you so
indicate in Form 3 of your subscription certificate,  will endeavor to sell such
unexercised  Rights for you.  HOWEVER,  IF YOU CHOOSE TO HAVE A NEW SUBSCRIPTION
CERTIFICATE  SENT  TO YOU OR TO A  TRANSFEREE,  YOU OR SUCH  TRANSFEREE  MAY NOT
RECEIVE ANY SUCH NEW SUBSCRIPTION  CERTIFICATE IN SUFFICIENT TIME TO PERMIT SALE
OR EXERCISE  OF THE RIGHTS  EVIDENCED  THEREBY.  If you have not  indicated  the
number of Rights being  exercised,  or if you have not forwarded full payment of
the  Subscription  Price for the number of Rights  that you have  indicated  are
being  exercised,  you will be deemed to have  exercised the Basic  Subscription
Privilege  with  respect  to the  maximum  number  of whole  Rights  that may be
exercised for the Subscription Price payment delivered by you, and to the extent
that the Subscription  Price payment delivered by you exceeds the product of the
Subscription  Price  multiplied  by the  number  of  whole  shares  that  may be
purchased by exercise of the Rights evidenced by the  subscription  certificates
delivered  by you (such  excess being the  "Subscription  Excess"),  you will be
deemed to have exercised  your  Oversubscription  Privilege to purchase,  to the
extent  available,  that  number of whole  shares of Common  Stock  equal to the
quotient obtained by dividing the Subscription Excess by the Subscription Price.

2.       DELIVERY OF STOCK CERTIFICATE, ETC.

         The following deliveries and payments will be made to the address shown
on the face of your subscription  certificate unless you provide instructions to
the contrary on Form 4.

         (a) BASIC  SUBSCRIPTION  PRIVILEGE.  As soon as  practicable  after the
Expiration  Date, the  Subscription  Agent will mail to each  exercising  Rights
holder  certificates  representing  shares of Common Stock purchased pursuant to
the Basic Subscription Privilege.

         (b)  OVERSUBSCRIPTION  PRIVILEGE.  As soon  as  practicable  after  the
Expiration  Date,  the  Subscription  Agent will mail to each Rights  holder who
validly exercised the Oversubscription  Privilege the number of shares of Common
Stock  allocated  to  such  Rights  holder  pursuant  to  the   Oversubscription
Privilege.   See  "THE   RIGHTS   OFFERING   --   Subscription   Privileges   --
Oversubscription Privilege" in the Prospectus.

                                       3
<PAGE>

         (c) CASH PAYMENTS.  As soon as practicable  after the Expiration  Date,
the  Subscription  Agent  will mail to each  Rights  holder  who  exercises  the
Oversubscription   Privilege  any  excess  funds  received  in  payment  of  the
Subscription  Price for Underlying Shares that are subscribed for by such Rights
holder but not allocated to such Rights holder pursuant to the  Oversubscription
Privilege.

         Promptly  following the Expiration  Date, the  Subscription  Agent will
mail a check for any Rights sold through the Subscription Agent to the holder of
such Rights, less applicable commissions, taxes and other charges.

3.       TO SELL OR TRANSFER RIGHTS.

         (a)  SALE OF  RIGHTS  THROUGH  A BANK OR  BROKER.  To sell  all  Rights
evidenced by a subscription certificate through your bank or broker, so indicate
on  Form  2 and  deliver  your  properly  completed  and  executed  subscription
certificates  to your bank or broker in ample time for them to be exercised.  If
Form 2 is completed without designating a transferee, the Subscription Agent may
thereafter  treat the bearer of the  subscription  certificate  as the  absolute
owner of all of the Rights  evidenced by such  subscription  certificate for all
purposes,  and the Subscription Agent shall not be affected by any notice to the
contrary. Because your bank or broker cannot issue subscription certificates, if
you  wish to sell  less  than  all of the  Rights  evidenced  by a  subscription
certificate,  either you or your bank or broker must  instruct the  Subscription
Agent as to the action to be taken with  respect to the Rights not sold,  or you
or your bank or broker  must first have your  subscription  certificate  divided
into  subscription  certificates of appropriate  denominations  by following the
instructions in paragraph 4 of these instructions. The subscription certificates
evidencing  the number of Rights you intend to sell can then be  transferred  by
your bank or broker in accordance with the instructions in this paragraph 3(a).

         (b) TRANSFER OF RIGHTS TO A DESIGNATED  TRANSFEREE.  To transfer all of
your Rights to a transferee other than a bank or broker,  you must complete Form
2 in its entirety,  execute the subscription certificate and have your signature
guaranteed by an Eligible Institution.  A subscription certificate that has been
properly  transferred  in its entirety may be exercised by a new holder  without
having a new subscription certificate issued. In order to exercise, or otherwise
take action with respect to, such a transferred  subscription  certificate,  the
new holder should deliver the subscription certificate, together with payment of
the applicable  Subscription Price and complete separate  instructions signed by
the  new  holder,  to the  Subscription  Agent  in  ample  time  to  permit  the
Subscription  Agent to take the desired  action.  Because only the  Subscription
Agent can issue subscription certificates, if you wish to transfer less than all
of the  Rights  evidenced  by  your  subscription  certificate  to a  designated
transferee,  you must  instruct  the  Subscription  Agent as to the action to be
taken with  respect to the Rights not sold or  transferred,  or you must  divide
your  subscription  certificate  into  subscription  certificates of appropriate
smaller  denominations  by following  the  instructions  in paragraph 4 of these
instructions.  The subscription  certificate evidencing the number of Rights you
intend to transfer can then be transferred by following the instructions in this
paragraph 3(b).

         (c) SALE OF RIGHTS THROUGH  SUBSCRIPTION  AGENT. To sell some or all of
your Rights through the Subscription Agent, you must check the box in Form 3 and
deliver  the   subscription   certificate  to  the  Subscription   Agent.   Your
subscription  certificate should be delivered to the Subscription Agent in ample
time for it to be sold and exercised, but in no event later than 11:00 a.m., New
York City time, on  _____________,  August ____, 1998. The Subscription  Agent's
obligation  to execute  orders is subject to its ability to find buyers.  If you
wish to sell less  than all of your  Rights,  you or your  bank or  broker  must
instruct the Subscription Agent as to the action to be taken with respect to the
Rights not sold.  Promptly following the Expiration Date, the Subscription Agent
will send you a check for the net  proceeds  of such  sale as  described  in the
Prospectus.  If you wish to sell Rights  through  the  Subscription  Agent,  you
should also complete the  Substitute  Form W-8 or W-9 referred to in paragraph 8
of these instructions.

                                       4
<PAGE>

4.       TO HAVE A SUBSCRIPTION CERTIFICATE DIVIDED INTO SMALLER DENOMINATIONS.

         To have a subscription  certificate divided into smaller denominations,
send your subscription certificate, together with complete separate instructions
(including specification of the denominations into which you wish your Rights to
be divided) signed by you, to the Subscription  Agent,  allowing sufficient time
for new subscription  certificates to be issued and returned so that they can be
used prior to the Expiration Date.  Alternatively,  you may ask a bank or broker
to effect such actions on your behalf.  Your  signature must be guaranteed by an
Eligible  Institution  if any of the  new  subscription  certificates  are to be
issued in a name other than that in which the old  subscription  certificate was
issued. Subscription certificates may not be divided into fractional Rights, and
any  instruction  to do so will be rejected.  AS A RESULT OF DELAYS IN THE MAIL,
THE TIME OF THE  TRANSMITTAL,  THE NECESSARY  PROCESSING TIME AND OTHER FACTORS,
YOU OR YOUR  TRANSFEREE MAY NOT RECEIVE SUCH NEW  SUBSCRIPTION  CERTIFICATES  IN
TIME  TO  ENABLE  THE  RIGHTS  HOLDER  TO  COMPLETE  A SALE OR  EXERCISE  BY THE
EXPIRATION DATE.  NEITHER THE COMPANY NOR THE SUBSCRIPTION  AGENT WILL BE LIABLE
TO EITHER A TRANSFEROR OR TRANSFEREE FOR ANY SUCH DELAYS.

5.       EXECUTION.

         (a) EXECUTION BY REGISTERED  HOLDER.  The signature on the subscription
certificate must correspond with the name of the registered holder exactly as it
appears on the face of the  subscription  certificate  without any alteration or
change  whatsoever.   Persons  who  sign  the  subscription   certificate  in  a
representative  or other  fiduciary  capacity must indicate  their capacity when
signing and,  unless waived by the  Subscription  Agent in its sole and absolute
discretion,  must present to the  Subscription  Agent  satisfactory  evidence of
their authority to so act.

         (b)  EXECUTION  BY  PERSON  OTHER  THAN  REGISTERED   HOLDER.   If  the
subscription  certificate is executed by a person other than the holder named on
the face of the  subscription  certificate,  proper evidence of authority of the
person  executing the  subscription  certificate must accompany the same unless,
for good cause, the Subscription Agent dispenses with proof of authority.

         (c)  SIGNATURE  GUARANTEES.  Your  signature  must be  guaranteed by an
Eligible  Institution  if you wish to transfer  your  Rights,  as  specified  in
paragraph  3(b) of these  instructions,  to a  transferee  other  than a bank or
broker, if you wish a new subscription  certificate or certificates to be issued
in a name other than that in which the old subscription  certificate was issued,
as  specified in paragraph 4 of these  instructions,  or if you specify  special
payment or delivery instructions pursuant to Form 4.

6.       METHOD OF DELIVERY.

         The method of delivery of subscription  certificates and payment of the
Subscription Price to the Subscription Agent will be at the election and risk of
the Rights holder,  but, if sent by mail, it is recommended that they be sent by
registered mail,  properly insured,  with return receipt  requested,  and that a
sufficient  number of days be allowed  to ensure  delivery  to the  Subscription
Agent and the clearance of any checks sent in payment of the Subscription  Price
prior to 5:00 p.m., New York City time, on the Expiration Date.

7.       SPECIAL  PROVISIONS  RELATING  TO THE  DELIVERY  OF RIGHTS  THROUGH THE
         DEPOSITORY TRUST COMPANY.

         In the case of holders of Rights  that are held of record  through  The
Depository Trust Company ("DTC"),  exercises of the Basic Subscription Privilege
(but not the  Oversubscription  Privilege) may be effected by instructing DTC to
transfer Rights (such Rights being "DTC Exercised  Rights") from the DTC account
of such  holder to the DTC  account of the  Subscription  Agent,  together  with
payment of the  Subscription  Price for each  Underlying  Share  subscribed  for
pursuant to the Basic Subscription Privilege. The Oversubscription  Privilege in
respect of DTC Exercised Rights may not be exercised  through DTC. The holder of
a DTC Exercised Right may exercise the Oversubscription  Privilege in respect of
such DTC Right by properly executing and delivering to the Subscription Agent at
or prior to 5:00  p.m.,  New York  City  time,  on the  Expiration  Date,  a DTC
Participant  Oversubscription  Exercise  Form,  in the form  available  from the
Subscription  Agent  or  Information   Agent,   together  with  payment  of  the
appropriate Subscription Price for the number of Underlying Shares for which the
Oversubscription Privilege is to be exercised.

                                       5
<PAGE>

         If a Notice of  Guaranteed  Delivery  relates to Rights with respect to
which exercise of the Basic Subscription  Privilege will be made through DTC and
such  Notice  of  Guaranteed  Delivery  also  relates  to  the  exercise  of the
Oversubscription  Privilege,  a DTC Participant  Oversubscription  Exercise Form
must also be received by the  Subscription  Agent in respect of such exercise of
the Oversubscription Privilege on or prior to the Expiration Date.

8.       SUBSTITUTE FORMS W-8 AND W-9.

         Each Rights holder who elects either to exercise  Rights or to have the
Subscription  Agent  endeavor to sell such holder's  Rights  should  provide the
Subscription  Agent with either a  Certificate  of Foreign  Status on Substitute
Form W-8 or a correct Taxpayer  Identification Number ("TIN") on Substitute Form
W-9,  both of which forms are included  below.  Additional  copies of Substitute
Forms W-8 and W-9 may be obtained  upon request from the  Subscription  Agent or
Information  Agent at the  respective  address,  or by  calling  the  respective
telephone number,  indicated above.  Failure to provide the information on these
forms may subject  such  holder to a $50  penalty and to 31% federal  income tax
withholding  with  respect to (i)  dividends  that may be paid by the Company on
shares of Common Stock  purchased upon the exercise of Rights (for those holders
exercising  Rights) or (ii) funds to be remitted to Rights holders in respect of
Rights sold by the  Subscription  Agent (for those holders  electing to have the
Subscription Agent sell their Rights).

                                       6
<PAGE>

                                                                       EXHIBIT A

                          NOTICE OF GUARANTEED DELIVERY

                                       FOR

                            SUBSCRIPTION CERTIFICATES

                                    ISSUED BY

                             SIEBERT FINANCIAL CORP.


         This form,  or one  substantially  equivalent  hereto,  must be used to
exercise  Rights  pursuant to the Rights  Offering  described in the  Prospectus
dated July _______,  1998 (the  "Prospectus") of Siebert  Financial Corp., a New
York  corporation  (the  "Company"),  if a holder of Rights  cannot  deliver the
subscription   certificates(s)   evidencing   the  Rights   (the   "Subscription
Certificate(s)")  to the  Subscription  Agent  listed  below (the  "Subscription
Agent") at or prior to 5:00 p.m.,  New York City time,  on  ___________,  August
____, 1998 (the "Expiration  Date"). This form must be delivered by hand or sent
by  facsimile  transmission  or  overnight  courier or mail to the  Subscription
Agent,  and  must be  received  by the  Subscription  Agent  on or  prior to the
Expiration  Date.  See  "THE  RIGHTS  OFFERING  -  Exercise  of  Rights"  in the
Prospectus. Payment of the Subscription Price of $_____ per share for each share
of the Company's  Common Stock  subscribed for upon exercise of such Rights must
be received by the Subscription  Agent in the manner specified in the Prospectus
at or prior to 5:00 p.m., New York City time, on the Expiration Date even if the
Subscription  Certificate  evidencing such Rights is being delivered pursuant to
the procedures for guaranteed delivery thereof.
<TABLE>
<CAPTION>

                                            THE SUBSCRIPTION AGENT IS:

                                      AMERICAN STOCK TRANSFER & TRUST COMPANY
<S>     <C>                                       <C>                                     <C>
                  BY MAIL:                            BY FACSIMILE                            BY HAND:
           American Stock Transfer                   TRANSMISSION:                    American Stock Transfer
               & Trust Company                       (718) 234-5001                       & Trust Company
         40 Wall Street, 46th Floor                                                  40 Wall Street, 46th Floor
          New York, New York 10005                                                    New York, New York 10005
                                                 TO CONFIRM RECEIPT OF
                                               FACSIMILE AND FOR GENERAL
                                                      INFORMATION:
                                                     (800) 937-5449
</TABLE>

         DELIVERY OF THIS INSTRUMENT TO AN ADDRESS OTHER THAN AS SET FORTH ABOVE
OR TRANSMISSION  OF  INSTRUCTIONS  VIA A FACSIMILE OTHER THAN AS SET FORTH ABOVE
DOES NOT CONSTITUTE A VALID DELIVERY.

         The member firm or bank or trust company that  completes this form must
communicate  the guarantee and the number of shares  subscribed  for (under both
the Basic  Subscription  Privilege  and the  Oversubscription  Privilege) to the
Subscription  Agent,  and must  deliver  this  Notice  of  Guaranteed  Delivery,
guaranteeing   delivery  of  a  properly   completed  and  signed  copy  of  the
subscription certificate, to the Subscription Agent prior to 5:00 p.m., New York
City time, on the Expiration Date.  Failure to do so will result in a forfeiture
of the Rights.

                                      A-1
<PAGE>

                                                         SIEBERT FINANCIAL CORP.
GENTLEMEN:

         The  undersigned  hereby  represents  that he or she is the  holder  of
Subscription  Certificate(s)  representing  Rights  and that  such  Subscription
Certificate(s)  cannot be delivered to the Subscription  Agent at or before 5:00
p.m., New York City time, on the Expiration  Date. Upon the terms and subject to
the  conditions  set  forth  in the  Prospectus,  receipt  of  which  is  hereby
acknowledged,   the  undersigned   hereby  elects  to  exercise  (i)  the  Basic
Subscription Privilege to subscribe for one share of Common Stock per Right with
respect  to  each  of  __________   Rights   represented  by  such  Subscription
Certificate and (ii) the Oversubscription  Privilege relating to each such Right
to subscribe,  to the extent that Excess  Shares (as defined in the  Prospectus)
are available therefor,  for an aggregate of up to __________ Excess Shares. The
undersigned  understands  that payment of the  Subscription  Price of $_____ per
share for each  share of  Common  Stock  subscribed  for  pursuant  to the Basic
Subscription  Privilege and the  Oversubscription  Privilege must be received by
the  Subscription  Agent at or before  5:00  p.m.,  New York City  time,  on the
Expiration  Date and represents  that such payment,  in the aggregate  amount of
$_______________, either (check appropriate box):

         --   is delivered  herewith or ______ was  delivered  separately in the
              manner  set  forth  below  (check  appropriate  box  and  complete
              information relating thereto):

         --   wire transfer of funds

         --   name of transferor institution

         --   date of transfer______________ confirmation number 
              (if available)_______________

         --   uncertified check (Payment by uncertified check will not be deemed
              to have been received by the  Subscription  Agent until such check
              has  cleared.  Holders  paying  by such  means  are  urged to make
              payment  sufficiently  in advance of the Expiration Date to ensure
              that such payment clears by such date.)

         --   certified check

         --   bank draft (cashier's check)

         --   money order

         --   name of maker_____________________________________________________

         --   date and number of check, draft or money order____________________
                                                            (date)      (number)

         --   bank on which check is drawn or issuer of money order_____________


Signature(s)______________________________     Address__________________________
__________________________________________     _________________________________
Name(s)___________________________________     _________________________________
__________________________________________     Tel. No(s)(      )_______________
             Please Type or Print

Subscription Certificate No(s). (if available)__________________________________

                                      A-2
<PAGE>

- --------------------------------------------------------------------------------

                              GUARANTEE OF DELIVERY
        (NOT TO BE USED FOR SUBSCRIPTION CERTIFICATE SIGNATURE GUARANTEE)

         The  undersigned,  a member firm of a  registered  national  securities
  exchange or of the  National  Association  of  Securities  Dealers,  Inc. or a
  commercial  bank or trust  company  having an office or  correspondent  in the
  United  States,   guarantees  that  the   undersigned   will  deliver  to  the
  Subscription  Agent the  subscription  certificate(s)  representing the Rights
  being exercised hereby,  with any required signature  guarantees and any other
  required documents, all within three Nasdaq SmallCap Market trading days after
  the date hereof.

__________________________________________   Dated:_______________________, 1998
__________________________________________   ___________________________________
__________________________________________   ___________________________________
                                                        (Name of Firm)
__________________________________________
                  Address

__________________________________________   ___________________________________
     (Area Code and Telephone Number)               (Authorized Signature)

  Number of Shares on Basic Subscription Privilege:  ____________

  Number of Shares on Oversubscription Privilege:    ____________

__________________________________________   ___________________________________
  Name of Firm                               Authorized Signature

__________________________________________   ___________________________________
  Address                                    Title

__________________________________________   ___________________________________
  (Zip Code)                                 Name

__________________________________________   ___________________________________
  Contact Name                               (Please Type or Print)

                                             ___________________________________
                                             (Phone Number)

- -------------------------------------------------------------------------------

         The  institution   which  completes  this  form  must  communicate  the
guarantee to the  Subscription  Agent prior to 5:00 p.m., New York City time, on
the  Expiration  Date and must deliver the  Subscription  Certificate(s)  to the
Subscription  Agent within the time period shown herein.  Failure to do so could
result in a financial loss to such institution.

                                      A-3
<PAGE>


                                                                       EXHIBIT B

                            IMPORTANT TAX INFORMATION

         Under the federal  income tax law,  (i) dividend  payments  that may be
made by the Company on shares of Common Stock issued upon the exercise of Rights
and (ii)  payments  that may be  remitted  by the  Subscription  Agent to Rights
holders in respect of Rights sold on such  holders'  behalf by the  Subscription
Agent, may be subject to backup  withholding,  and each Rights holder who either
exercises  Rights or  requests  the  Subscription  Agent to sell  Rights  should
provide the Subscription  Agent (as the Company's agent, in respect of exercised
Rights, and as payer with respect to Rights sold by the Subscription Agent) with
either a Certificate  of Foreign  Status on  Substitute  Form W-8 or such Rights
holder's correct taxpayer  identification number on Substitute Form W-9, both of
which forms are included  below.  If such Rights  holder is an  individual,  the
taxpayer   identification   number  is  his  social  security  number.   If  the
Subscription  Agent,  which is also the transfer  agent for the Company,  is not
provided with either a  Certificate  of Foreign  Status or the correct  taxpayer
identification number in connection with such payments, the Rights holder may be
subject to a $50 penalty imposed by the Internal Revenue Service.

         Exempt Rights holders  (including,  among others,  all corporations and
certain  foreign  individuals)  are not subject to these backup  withholding and
reporting requirements. In general, in order for a foreign individual to qualify
as an exempt recipient, that Rights holder must submit a statement, signed under
the penalties of perjury,  attesting to that  individual's  exempt status.  Such
statements  can be  obtained  from  the  Subscription  Agent.  See the  enclosed
Guidelines for  Certification  of Taxpayer  Identification  Number on Substitute
Form W-9 for additional instructions.

         If backup withholding  applies,  the Company or the Subscription Agent,
as the case may be, will be required to withhold 31% of any such  payments  made
to the Rights holder.  Backup  withholding is not an additional tax. Rather, the
tax liability of persons  subject to backup  withholding  will be reduced by the
amount of tax withheld.  If  withholding  results in an  overpayment of taxes, a
refund may be obtained.

PURPOSE OF SUBSTITUTE FORMS W-8 AND W-9

         To prevent backup withholding,  the Rights holder is required either to
provide  the  Subscription  Agent  with  a  Certificate  of  Foreign  Status  by
completing  the  Substitute  Form W-8 which is  included  below or to notify the
Subscription Agent of his correct taxpayer  identification  number by completing
the  Substitute  Form W-9 which is included below  certifying  that the taxpayer
identification  number  provided on Substitute Form W-9 is correct (or that such
Rights holder is awaiting a taxpayer identification number) and that such Rights
holder is not subject to backup withholding.

WHAT NUMBER TO GIVE THE SUBSCRIPTION AGENT

         The Rights holder is required to give the Subscription Agent the social
security  number or employer  identification  number of the record  owner of the
Rights.  If the  Rights  are in more than one name or are not in the name of the
actual owner,  consult the enclosed  Guidelines  for  Certification  of Taxpayer
Identification  Number on Substitute Form W-9 for additional guidelines on which
number to report.

                                      B-1
<PAGE>


                              [FORM W-9 GOES HERE]

                                      B-2

<PAGE>
<TABLE>
<CAPTION>
                              GUIDELINES FOR CERTIFICATION OF TAXPAYER IDENTIFICATION
                                           NUMBER ON SUBSTITUTE FORM W-9

         GUIDELINES FOR DETERMINING THE PROPER  IDENTIFICATION  NUMBER TO GIVE THE PAYER.  Social Security  numbers
have nine digits separated by two hyphens:  i.e.,  000-00-0000.  Employer  identification  numbers have nine digits
separated  by only one  hyphen:  i.e.,  00-0000000.  The table  below  will help  determine  the number to give the
payer.

 =======================================================      ======================================================
                                                                                               GIVE THE NAME AND
 FOR THIS TYPE OF ACCOUNT:         GIVE THE NAME AND          FOR THIS TYPE OF ACCOUNT:        EMPLOYER
                                   SOCIAL SECURITY                                             IDENTIFICATION
                                   NUMBER OF -                                                 NUMBER OF-
 =======================================================      ======================================================
<S>                                <C>                        <C>                              <C>
 1.  Individual                    The individual             6.  A valid trust, estate or     Legal entity (do
                                                              pension trust                    not furnish the
                                                                                               identification
                                                                                               number of the
                                                                                               personal
                                                                                               representative or
                                                                                               trustee unless the
                                                                                               legal entity itself
                                                                                               is not designated
                                                                                               in the account
                                                                                               title)(4)

 2. Two or more  individuals       The actual owner of       7.  Corporation                   The corporation
 (joint account)                   the account or, if
                                   combined funds, the
                                   first individual on
                                   the account(1)

 3. Custodian account of a         The minor(2)              8.  Association,  club,           The organization
 minor (Uniform Gifts to Minors                              religious, charitable, educational 
 Act)                                                        or other tax-exempt organization

 4. a. The usual  revocable        The grantor-trustee(1)    9.  Partnership                   The partnership
 savings trust (grantor is also 
 trustee)

    b. The so-called trust         The actual owner(1)       10.  A broker or registered       The broker or
 account that is not a legal or                              nominee                           nominee
 valid trust under state law

 5. Sole proprietorship            The owner(3)              11.  Account with the             The public entity
                                                             Department of Agriculture in
                                                             the name of a public entity
                                                             (such as a State or local
                                                             government, school district,
                                                             or prison) that receives
                                                             agricultural program payments
 =======================================================     =======================================================
</TABLE>

(1)      List first and circle the name of the person whose  number you furnish.
(2)      Circle the minor's name and furnish the minor's social security number.
(3)      Show the name of the owner.  You may also enter your business name. You
         may use your social  security  number or your  employer  identification
         number
(4)      List first and circle  the name of the legal  trust,  estate or pension
         trust.

NOTE:    If no name is circled when there is more than one name, the number will
         be considered to be that of the first name listed.

                                      B-3
<PAGE>

OBTAINING A NUMBER
If you don't  have a  taxpayer  identification  number  or you  don't  know your
number, obtain Form SS-5, Application for a Social Security Number Card, or Form
SS-4, Application for Employer Identification Number, at the local office of the
Social Security  Administration  or the Internal Revenue Service and apply for a
number.

PAYEES EXEMPT FROM BACKUP WITHHOLDING
Payees specifically exempted from backup withholding on ALL payments include the
following:
   o A corporation.
   o A financial institution.
   o An  organization  exempt from tax under  section  501(a),  or an individual
     retirement plan, or a custodial account under section 403(b)(7).
   o The United States or any agency or instrumentality thereof.
   o A State,  the District of Columbia,  a possession of the United States,  or
     any subdivision or instrumentality thereof.
   o A foreign government,  a political subdivision of a foreign government,  or
     any agency or instrumentality thereof.
   o An international organization of any agency or instrumentality thereof.
   o A dealer in securities or commodities  registered in the United States or a
     possession of the United States.
   o A real estate investment trust.
   o A common trust fund operated by a bank under section 584(a).
   o An exempt  charitable  remainder  trust, or a non-exempt trust described in
     section  4947(a)(1).
   o An  entity  registered  at  all  times  under  the Investment Company 
     Act of 1940.
   o A foreign central bank of issue.
   o A middleman known in the investment community as a nominee or listed in the
     most recent  publication of the American Society of Corporate  Secretaries,
     Inc., Nominee List.
   Payments of dividends and patronage dividends not generally subject to backup
withholding include the following:
   o Payments to nonresident aliens subject to withholding under section 1441.
   o Payments to  partnerships  not engaged in a trade or business in the United
     States and which have at least one nonresident partner.
   o Payments of patronage  dividends  where the amount  received is not paid in
     money.
   o Payments made by certain  foreign  organizations. 
   Payments of interest not generally subject to backup withholding  include the
following:
   o Payments of interest on obligations issued by individuals. Note: You may be
     subject to backup  withholding if this interest is $600 or more and is paid
     in the course of the payer's  trade or business  and you have not  provided
     your correct taxpayer identification number to the payer.
   o Payments of tax-exempt interest (including  exempt-interest dividends under
     section 852).
   o Payments described in section 6049(b)(5) to nonresident aliens.
   o Payments on tax-free  covenant bonds under section 1451.
   o Payments made by certain foreign organizations.
   o Mortgage interest paid to you.
   Exempt  payees  described  above  should  file  Form  W-9 to  avoid  possible
erroneous  backup  withholding.  FILE  THIS FORM WITH THE  PAYER,  FURNISH  YOUR
TAXPAYER IDENTIFICATION NUMBER, WRITE "EXEMPT" ON THE FACE OF THE FORM, SIGN AND
DATE THE FORM AND RETURN IT TO THE PAYER.

   Payments that are not subject to  information  reporting are also not subject
to backup  withholding.  For details,  see the regulations  under sections 6041,
6041A(a), 6042, 6044, 6045, 6049, 6050A and 6050N.

   PRIVACY ACT NOTICE.  Section 6109  requires  most  recipients  of  dividends,
interest,  or other payments to give taxpayer  identification  numbers to payers
who  must  report  the  payments  to the  IRS.  The IRS  uses  the  numbers  for
identification  purposes  and to help  verify the  accuracy  of your tax return.
Payers must be given the numbers  whether or not recipients are required to file
tax returns. Payers must generally withhold 31% of taxable interest,  dividends,
and  certain  other  payments  to a  payee  who  does  not  furnish  a  taxpayer
identification number to a payer. Certain penalties may also apply.

PENALTIES
   (1) PENALTY FOR FAILURE TO FURNISH  TAXPAYER  IDENTIFICATION  NUMBER.  If you
fail to furnish your taxpayer  identification number to a payer, you are subject
to a  penalty  of $50 for  each  such  failure  unless  your  failure  is due to
reasonable cause and not to willful neglect.
   (2) CIVIL PENALTY FOR FALSE  INFORMATION WITH RESPECT TO WITHHOLDING.  If you
make a false  statement with no reasonable  basis which results in no imposition
of backup withholding, you are subject to a penalty of $500.
   (3) CRIMINAL PENALTY FOR FALSIFYING INFORMATION. Falsifying certifications or
affirmations  may subject  you to  criminal  penalties  including  fines  and/or
imprisonment.

             FOR ADDITIONAL INFORMATION, CONTACT YOUR TAX CONSULTANT
                        OR THE INTERNAL REVENUE SERVICE.

                                      B-4
<PAGE>

                              [FORM W-8 GOES HERE]


                                      B-5
<PAGE>

                 GUIDELINES FOR CERTIFICATION OF FOREIGN STATUS
                             ON SUBSTITUTE FORM W-8

         Use Form W-8 to tell a payer, middleman, broker or barter exchange that
you are a nonresident alien individual, foreign entity, or exempt foreign person
not subject to certain U.S.  information  return reporting or backup withholding
rules.  CAUTION:  FORM W-8 DOES NOT  EXEMPT  THE  PAYEE  FROM THE 30% (OR  LOWER
TREATY) NONRESIDENT WITHHOLDING RATES WHICH MAY APPLY.

NONRESIDENT  ALIEN  INDIVIDUAL:  For income  tax  purposes,  "nonresident  alien
individual"  means an  individual  who is neither a U.S.  citizen nor  resident.
Generally, an alien is considered to be a U.S. resident if:

         o        The individual was a lawful  permanent  resident of the United
                  States at any time  during  the  calendar  year,  that is, the
                  alien held an immigrant visa (a "green card"), or

         o        The individual was physically present in the United States on:

                  (1) at least 31 days during the calendar year, and

                  (2)  183  days or  more  during  the  current  year  and the 2
                  preceding  calendar  years  (counting all the days of physical
                  presence in the current year,  one-third the number of days of
                  presence in the first  preceding  year,  and only one-sixth of
                  the number of days in the second preceding year).

EXEMPT  FOREIGN  PERSON:  For purposes of Form W-8,  you are an "exempt  foreign
person" for a calendar year in which:

         o        You  are  a   nonresident   alien   individual  or  a  foreign
                  corporation, partnership, estate or trust,

         o        You are an individual  who has not been,  and plans not to be,
                  present in the  United  States for a total of 183 days or more
                  during the calendar year, and

         o        You are  neither  engaged,  nor plan to be engaged  during the
                  year,  in a  U.S.  trade  or  business  that  has  effectively
                  connected  gains  from  transactions  with a broker  or barter
                  exchange.

PERMANENT  ADDRESS:  Enter your complete address in the country where you reside
permanently for income tax purposes:

         IF YOU ARE:                        SHOW THE ADDRESS OF:

         An individual                      Your permanent residence
         A partnership or corporation       Principal office
         An estate or trust                 Permanent residence or principal
                                            office of any fiduciary

         Also  show  your  current  mailing  address  if it  differs  form  your
permanent address.

NOTICE OF CHANGE IN STATUS:  If you become a U.S.  citizen or resident after you
have filed Form W-8 or you cease to be an exempt foreign person, you must notify
the payer in writing within 30 days of your change of status.

FALSE CERTIFICATE:  If you file a false certificate when you are not entitled to
the exemption from withholding or reporting,  you may be subject to fines and/or
imprisonment under U.S. perjury laws.


             FOR ADDITIONAL INFORMATION, CONTACT YOUR TAX CONSULTANT
                         OR THE INTERNAL REVENUE SERVICE

                                      B-6
<PAGE>

                                                                       EXHIBIT C

                             SIEBERT FINANCIAL CORP.

                                 RIGHTS OFFERING

                 DTC PARTICIPANT OVERSUBSCRIPTION EXERCISE FORM

         THIS FORM IS TO BE USED ONLY BY DEPOSITORY TRUST COMPANY PARTICIPANTS
TO EXERCISE THE OVERSUBSCRIPTION PRIVILEGE IN RESPECT OF RIGHTS WITH RESPECT TO
WHICH THE BASIC SUBSCRIPTION PRIVILEGE WAS EXERCISED AND DELIVERED THROUGH THE
FACILITIES OF THE DEPOSITORY TRUST COMPANY.  ALL OTHER EXERCISES OF
OVERSUBSCRIPTION PRIVILEGES MUST BE EFFECTED BY THE DELIVERY OF THE SUBSCRIPTION
FORMS.

                              --------------------

         THE TERMS AND CONDITIONS OF THE RIGHTS OFFERING ARE SET FORTH IN THE
COMPANY'S PROSPECTUS DATED JULY _______, 1998 (THE "PROSPECTUS") AND ARE
INCORPORATED HEREIN BY REFERENCE.  COPIES OF THE PROSPECTUS ARE AVAILABLE UPON
REQUEST FROM THE COMPANY, THE INFORMATION AGENT AND THE SUBSCRIPTION AGENT.

                              --------------------

         VOID UNLESS RECEIVED BY THE SUBSCRIPTION  AGENT WITH PAYMENT IN FULL BY
5:00 P.M.,  NEW YORK CITY  TIME,  ON  ___________,  AUGUST  ________,  1998 (THE
"EXPIRATION DATE").

                              --------------------

         1. The undersigned hereby certifies to the Company and the Subscription
Agent that it is a participant in The Depository  Trust Company ("DTC") and that
it has either  (i)  exercised  the Basic  Subscription  Privilege  in respect of
Rights and delivered such exercised Rights to the Subscription Agent by means of
transfer to the DTC account of the  Subscription  Agent or (ii) delivered to the
Subscription Agent a Notice of Guaranteed Delivery in respect of the exercise of
the  Basic   Subscription   Privilege   and  will   deliver   the   Subscription
Certificate(s)  called  for  in  such  Notice  of  Guaranteed  Delivery  to  the
Subscription  Agent by means of transfer to such DTC account of the Subscription
Agent.  The  undersigned  hereby  certifies to the Company and the  Subscription
Agent that the beneficial holders owned __________ shares of Common Stock on the
Record Date.

         2. The undersigned hereby exercises the  Oversubscription  Privilege to
purchase,  to the extent available,  shares of Common Stock and certifies to the
Company and the Subscription Agent that such Oversubscription Privilege is being
exercised  for the  account or  accounts  of  persons  (which  may  include  the
undersigned) on whose behalf the Basic Subscription Privilege has been exercised
in its entirety.

         3. The undersigned  understands that payment of the Subscription  Price
of $______ per share for each share of Common Stock  subscribed  for pursuant to
the Oversubscription  Privilege must be received by the Subscription Agent at or
before 5:00 p.m. New York City time on the Expiration  Date and represents  that
such payment, in the aggregate amount of  $_______________,  is or was delivered
in the manner set forth  below  (check  appropriate  box and  complete  relating
thereto):

         ____   uncertified check

         ____   certified check

         ____   bank draft

                                      C-1
<PAGE>

         4. The  undersigned  understands  that in the event it is not allocated
the full amount of shares  oversubscribed  for above,  any excess  payment to be
refunded  by the  Company  will be  mailed  to it by the  Subscription  Agent as
provided in the Prospectus.

================================================================================


   __________________________________________________________________________
                     Basic Subscription Confirmation Number


   __________________________________________________________________________
                                 DTC Participant


   __________________________________________________________________________
                             Name of DTC Participant

By:_____________________________________________________________________________
   Name:
   Title:


Contact Name:___________________________________________________________________


Phone Number:___________________________________________________________________


Dated:__________________________________________________________________________

================================================================================

                                      C-2


                                                                    EXHIBIT 99.3

                          SUBSCRIPTION AGENCY AGREEMENT

                  SUBSCRIPTION AGENCY AGREEMENT (this "AGREEMENT"), dated as of
July _____, 1998, by and between Siebert Financial Corp., a New York corporation
(the "COMPANY"), and American Stock Transfer and Trust Company, as Subscription
Agent (the "SUBSCRIPTION AGENT").

                  WHEREAS, the Company has caused a Registration Statement on
Form S-1 (Registration No. 333-49843) under the Securities Act of 1933, as
amended (the "ACT"), to be filed with the Securities and Exchange Commission
(the "COMMISSION") relating to a proposed distribution by the Company of
transferable subscription rights (the "RIGHTS") and sale of newly issued shares
of the Company's Common Stock, par value $.01 per share (the "COMMON STOCK"),
upon the exercise of such Rights (such Registration Statement, in the form in
which it first becomes effective under the Act, and as it may thereafter be
amended from time to time, is referred to herein as the "REGISTRATION
STATEMENT"; the distribution of the Rights and the sale of shares of Common
Stock upon the exercise thereof as contemplated by the Registration Statement is
referred to herein as the "RIGHTS OFFERING");

         WHEREAS,  the Rights will be distributed to holders of record of shares
of  Common  Stock as of the close of  business  on  _____,  July ___,  1998 (the
"RECORD DATE") at a rate of one (1) Right for each share of Common Stock held on
the Record Date;

                  WHEREAS, the Company has authorized the issuance of an
aggregate number of authorized and unissued or treasury shares of Common Stock
(the "UNDERLYING SHARES") equal to the aggregate number of Rights to be
distributed pursuant to the Rights Offering;

                  WHEREAS, Rights holders will be entitled to subscribe to
purchase at a per share price of $_____ (the "SUBSCRIPTION PRICE") one
Underlying Share for each Right held (the "BASIC SUBSCRIPTION PRIVILEGE");

                  WHEREAS, Rights holders will also be entitled to subscribe to
purchase any underlying shares that are not subscribed for through the Basic
Subscription Privilege, subject to proration by the Company, if necessary (the
"OVERSUBSCRIPTION PRIVILEGE"). The right to subscribe for such underlying shares
pursuant to the Oversubscription Privilege is not transferrable; and

                  WHEREAS, the Company desires the Subscription Agent to act on
its behalf in connection with the Rights Offering as set forth herein, and the
Subscription Agent is willing so to act.

                  NOW, THEREFORE, in consideration of the premises and the
mutual agreements herein set forth, the parties hereto hereby agree as follows:

                  SECTION 1. APPOINTMENT OF SUBSCRIPTION AGENT. The Company
hereby appoints the Subscription Agent to act as agent for the Company in
accordance with the instructions set forth 

                                      -1-
<PAGE>

in this Agreement, and the Subscription Agent hereby accepts such appointment.
The Company may from time to time appoint such co-subscription agents as it may
deem necessary or desirable.

                  SECTION 2.  ISSUE OF SECURITIES.

                  (a) The Company has authorized the issuance of the Rights and,
following the effectiveness of the Registration Statement and the Record Date,
will issue such Rights to holders of record of shares of Common Stock as of the
close of business on the Record Date as contemplated by the Registration
Statement. The Company will promptly notify the Subscription Agent upon the
effectiveness of the Registration Statement. As transfer agent and registrar for
the shares of Common Stock, the Subscription Agent shall provide such assistance
as the Company may require in order to effect the distribution of the Rights to
holders of record of shares of Common Stock as of the close of business on the
Record Date, including assistance in determining the number of Rights to be
distributed to each such record holder and assistance in distributing the
Subscription Certificates (as defined in SECTION 3(B) hereof) evidencing the
Rights and all other ancillary documents.

                  (b) The Company has authorized the issuance of and will hold
in reserve the Underlying Shares, and upon the valid exercise of Rights, the
Company will issue Underlying Shares to validly exercising Rights holders as set
forth in the Registration Statement.

                  SECTION 3. SUBSCRIPTION PRIVILEGES; FORM OF SUBSCRIPTION
CERTIFICATES.

                  (a) Pursuant to the Basic Subscription Privilege, each Right
grants to the holder thereof, upon the valid exercise of the Right pursuant to
SECTION 7 hereof, the right to purchase from the Company one Underlying Share
for the Subscription Price.

                  (b) Pursuant to the Oversubscription Privilege, each Right
grants to the holder thereof, upon the valid exercise of the Right pursuant to
SECTION 7 thereof, the right to purchase from the Company Underlying Shares to
the extent that any Underlying Shares are not subscribed for through the Basic
Subscription Privilege, subject to proration by the Company under certain
circumstances.

                  (c) The Rights shall be evidenced by subscription certificates
(the "SUBSCRIPTION CERTIFICATES"). The Subscription Certificates (and the form
of election to exercise or transfer rights to be printed on the reverse thereof)
shall be substantially in the form attached as EXHIBIT A hereto. The
Subscription Certificates shall be fully transferable.

                  SECTION 4.  SIGNATURE AND REGISTRATION.

                  (a) The Subscription Certificates shall be executed on behalf
of the Company by its President and by its Secretary by facsimile signature. Any
Subscription Certificate may be signed on behalf of the Company by any person
who, at the actual date of the execution of such Subscription Certificate, shall
be a proper officer of the Company to sign such Subscription Certificate, even
if at the date of the execution of this Agreement or the date of the actual
issuance of such certificate any such person is not such an officer.

                                      -2-
<PAGE>

                  (b) The Subscription Agent will keep or cause to be kept, at
its principal offices in the State of New York, books for registration and
transfer of the Rights issued hereunder. Such books shall show the names and
addresses of the respective holders of the Rights and the number of Rights
evidenced by each outstanding Subscription Certificate.

                  SECTION 5. DIVISION, COMBINATION AND EXCHANGE OF SUBSCRIPTION
CERTIFICATES; MUTILATED, DESTROYED, LOST OR STOLEN SUBSCRIPTION CERTIFICATES.

                  (a) Subject to the provisions of SECTION 9 hereof, any
Subscription Certificate, or any two or more Subscription Certificates, may be
divided, combined or exchanged for any number of Subscription Certificates or
for a single Subscription Certificate of different denomination; PROVIDED,
HOWEVER, that the aggregate number of Rights evidenced by the Subscription
Certificate or Subscription Certificates so issued shall not exceed the
aggregate number of Rights evidenced by the Subscription Certificate or
Subscription Certificates surrendered in exchange therefor. The foregoing
notwithstanding, a bank, trust company, securities dealer or broker holding
shares of Common Stock on the Record Date for more than one beneficial owner
may, by submitting a written request by 5:00 p.m., New York City time on
__________, August _____, 1998 and upon proper showing to the Subscription
Agent, exchange its Subscription Certificate to obtain Subscription Certificates
for the number of Rights which each such beneficial owner would have been
entitled to receive pursuant to SECTION 9(A) hereof had each such beneficial
owner been the holder of record of such beneficial owner's shares on the Record
Date. Any instructions to divide, combine or exchange Subscription Certificates
which would result in the issuance of Subscription Certificates evidencing
fractional Rights shall be rejected.

                  (b) Any holder desiring to divide, combine or exchange any
Subscription Certificate or Subscription Certificates shall make such requests
in writing to the Subscription Agent, and shall surrender the Subscription
Certificate or Subscription Certificates to be divided, combined or exchanged to
the Subscription Agent. Thereupon the Subscription Agent shall deliver to the
person entitled thereto a Subscription Certificate or Subscription Certificates,
as the case may be, as so requested. In all cases of transfer by an
attorney-in-fact, the original power of attorney, duly approved, or a copy
thereof, duly certified, shall be deposited and remain with the Subscription
Agent. In case of transfer by executors, administrators, guardians or other
legal representatives, duly authenticated evidence of their authority
satisfactory to the Subscription Agent shall be produced and may be required to
be deposited and to remain with the Subscription Agent in its discretion. The
Company may require payment of a sum sufficient to cover any tax or governmental
charge that may be imposed in connection with any division, combination or
exchange of Subscription Certificates.

                  (c) Upon receipt by the Company and the Subscription Agent of
evidence 

                                      -3-
<PAGE>

reasonably satisfactory to them of the loss, theft, destruction or mutilation of
a Subscription Certificate, and, in case of loss, theft or destruction, of
indemnity and/or security satisfactory to them, which may be in the form of an
open penalty bond, and reimbursement to the Company and the Subscription Agent
of all reasonable expenses incidental thereto, and upon surrender and
cancellation of the Subscription Certificate if mutilated, the Company will make
and deliver a new Subscription Certificate of like tenor to the Subscription
Agent for delivery to the registered owner in lieu of the Subscription
Certificate so lost, stolen, destroyed or mutilated. If required by the Company
or the Subscription Agent, an indemnity bond must be sufficient in the judgment
of both to protect the Company, the Subscription Agent or any agent thereof from
any loss which any of them may suffer if a Subscription Certificate is replaced.

                  SECTION 6. SUBSEQUENT ISSUE OF SUBSCRIPTION CERTIFICATES.
Subsequent to their original issuance, no Subscription Certificates shall be
issued except (a) Subscription Certificates issued upon any transfer,
combination, division or exchange of Rights pursuant to SECTION 5(A), SECTION
5(B) or SECTION 10 hereof, (b) Subscription Certificates issued in replacement
of mutilated, destroyed, lost or stolen Subscription Certificates pursuant to
SECTION 5(C) hereof and (c) Subscription Certificates issued pursuant to SECTION
7(G) hereof upon the partial exercise of any Subscription Certificate to
evidence the unexercised portion of such Subscription Certificate.

                  SECTION 7. EXERCISE OF RIGHTS; EXERCISE PRICE; EXPIRATION
DATE.

                  (a) The holder of any Subscription Certificate may exercise
some or all of the Rights evidenced thereby (but not in amounts of less than one
Right or an integral multiple thereof) by delivering to the Subscription Agent,
on or prior to 5:00 p.m., New York City time, on __________, August _____, 1998
(the "EXPIRATION DATE"), a properly completed and executed Subscription
Certificate evidencing such Rights (with signatures guaranteed, if necessary, by
a commercial bank or trust company having an office or correspondent in the
United States or a member firm of a national securities exchange or a member of
the National Association of Securities Dealers, Inc. (each, an "ELIGIBLE
INSTITUTION")), together with payment of the Subscription Price (as hereinafter
defined) for each Underlying Share subscribed for pursuant to the Basic
Subscription Privilege and the Oversubscription Privilege. In the case of
holders of Rights that are held of record through The Depository Trust Company
("DTC"), exercises of the Basic Subscription Privilege may be effected by
instructing DTC to transfer Rights from the DTC account of such holder to the
DTC account of the Subscription Agent, together with payment of the Subscription
Price for each Underlying Share subscribed for pursuant to the Basic
Subscription Privilege. Exercises of the Oversubscription Privilege may be
effected by properly executing and delivering to the Subscription Agent a DTC
Participant Oversubscription Exercise Form, together with payment of the
appropriate Subscription Price for the number of Underlying Shares for which the
Oversubscription Privilege is to be exercised. Alternatively, the holder of any
Subscription Certificate may exercise the Rights evidenced thereby by effecting
compliance with the procedures for guaranteed delivery set forth in SECTION 7(B)
below.

                  (b) If a holder wishes to exercise Rights, but time will not
permit such holder to cause the Subscription Certificate or Subscription
Certificates evidencing such Rights to reach the Subscription Agent on or prior
to the Expiration Date, such Rights may nevertheless be 

                                      -4-
<PAGE>

exercised if all of the following conditions (the "GUARANTEED DELIVERY
PROCEDURES") are met:

                  (i) such holder has caused payment in full of the Subscription
                  Price for each Underlying Share being subscribed for pursuant
                  to the Basic Subscription Privilege and the Oversubscription
                  Privilege to be received (in the manner set forth in SECTION
                  7(D) hereof) by the Subscription Agent on or prior to the
                  Expiration Date;

                  (ii) the Subscription Agent receives, on or prior to the
                  Expiration Date, a guarantee notice (a "NOTICE OF GUARANTEED
                  DELIVERY"), substantially in the form provided with the
                  Instructions as to Use of Subscription Certificates (the
                  "INSTRUCTIONS") distributed with the Subscription
                  Certificates, from an Eligible Institution, stating the name
                  of the exercising Rights holder, the number of Rights
                  represented by the Subscription Certificate or Subscription
                  Certificates held by such exercising Rights holder, the number
                  of Underlying Shares being subscribed for pursuant to the
                  Basic Subscription Privilege and the number of Underlying
                  Shares, if any, being subscribed for pursuant to the
                  Oversubscription Privilege, and guaranteeing the delivery to
                  the Subscription Agent of the Subscription Certificate
                  evidencing such Rights at or prior to 5:00 p.m., New York City
                  time, on the date three Nasdaq SmallCap Market ("NASDAQ")
                  trading days following the date of the Notice of Guaranteed
                  Delivery; and

                  (iii) the properly completed Subscription Certificate(s)
                  evidencing the Rights being exercised, with any required
                  signatures guaranteed, are received by the Subscription Agent,
                  or such Rights are transferred into the DTC account of the
                  Subscription Agent, at or prior to 5:00 p.m., New York City
                  time, on the date three Nasdaq trading days following the date
                  of the Notice of Guaranteed Delivery relating thereto. The
                  Notice of Guaranteed Delivery may be delivered to the
                  Subscription Agent in the same manner as Subscription
                  Certificates at the addresses set forth above, or may be
                  transmitted to the Subscription Agent by facsimile
                  transmission ((718) 234-5001).

                  (c) The Rights shall expire at 5:00 p.m., New York City time,
on the Expiration Date.

                  (d) The "SUBSCRIPTION PRICE" shall be $_____ per share of
Common Stock subscribed for pursuant to the Subscription Privilege payable (in
United States dollars) (i) by check or bank draft drawn upon a U.S. bank or
postal, telegraphic or express money order payable to the Subscription Agent, as
Subscription Agent, or (ii) by wire transfer of funds to the account maintained
by the Subscription Agent for such purpose at the Chase Manhattan Bank, Account
No. 323294723; ABA No. 021000021 (the "BANK ACCOUNT"). The Subscription Price
shall be deemed to have been received by the Subscription Agent only upon (i)
clearance of any uncertified check, (ii) receipt by the Subscription Agent of
any certified check or bank draft or postal, telegraphic or express money order
or (iii) receipt of good funds in the Subscription

                                      -5-
<PAGE>

Agent's account designated above, in payment of the Subscription Price.

                  (e) If an exercising Rights holder has not indicated the
number of Rights being exercised, or if the Subscription Price payment forwarded
by such holder to the Subscription Agent is not sufficient to purchase the
number of shares subscribed for, the Rights holder will be deemed to have
exercised the Basic Subscription Privilege with respect to the maximum number of
whole Rights which may be exercised for the Subscription Price delivered to the
Subscription Agent and, to the extent that the Subscription Price payment
delivered by such holder exceeds the Subscription Price multiplied by the
maximum number of whole Rights which may be exercised (such excess being the
"SUBSCRIPTION EXCESS"), the Subscription Agent, as soon as practicable after
such exercise of Rights, shall mail to such Rights holder the Subscription
Excess paid by such holder without interest or deduction.

                  (f) The Subscription Agent shall pay to, credit to the account
of or otherwise transfer to the Company all funds received by the Subscription
Agent in payment of the Subscription Price for Underlying Shares subscribed for
pursuant to the Basic Subscription Privilege, as soon as practicable following
the Expiration date.

                  (g) Funds received by the Subscription Agent in payment of the
Subscription Price for Excess Shares subscribed for pursuant to the
Oversubscription Privilege shall be held in a segregated account pending
issuance of such excess shares.

                  (h) Upon receipt by the Subscription Agent of a notice from
the Company substantially in the form of ANNEX A hereto, the Subscription Agent
shall and is hereby directed to withdraw from the Bank Account and pay to,
credit to the account of or otherwise transfer to the Company all such funds on
____________, August _____, 1998.

                  (i) In case the holder of any Subscription Certificate shall
exercise less than all the Rights evidenced thereby, a new Subscription
Certificate evidencing the number of Rights remaining unexercised shall be
issued by the Subscription Agent to the registered holder of such Subscription
Certificate or to his duly authorized assigns, subject to the provisions of
SECTION 9 hereof.

                  (j) The Subscription Agent is authorized to accept only
Subscription Certificates (other than Subscription Certificates delivered in
accordance with the procedure for guaranteed delivery set forth in SECTION
7(B)), or transfers of Rights to its account at DTC, received prior to 5:00
p.m., New York City time, on the Expiration Date.

                  (k) Once a holder of Rights has exercised a Right, such
exercise may not be revoked.

                  (l) Unless a Subscription Certificate (i) provides that the
Underlying Shares to be issued pursuant to the exercise of Rights represented
thereby are to be delivered to the holders of such Rights or (ii) is submitted
for the account of an Eligible Institution, signatures on such Subscription
Certificate must be guaranteed by an Eligible Institution.

                                      -6-
<PAGE>

                  SECTION 8. DELIVERY OF STOCK CERTIFICATES. As soon as
practicable after the Expiration Date, the Subscription Agent shall deliver to
such exercising Rights holder certificates representing the shares of Common
Stock purchased pursuant to the Basic Subscription Privilege and the
Oversubscription Privilege, if any.

                  SECTION 9.  FRACTIONAL RIGHTS AND SHARES.

                  (a) The Company shall not issue fractions of Rights nor shall
the Subscription Agent distribute Subscription Certificates which evidence
fractional Rights. 

                  (b) The Company shall not issue fractional shares of Common
Stock to exercising Rights holders upon exercise and acceptance of Rights.

                  SECTION 10.  TRANSFER OF RIGHTS.

                  (a) Any holder may transfer (a) all of the Rights evidenced by
a Subscription Certificate by properly endorsing the Subscription Certificate
for transfer in accordance with the instructions accompanying the Subscription
Certificate or (b) some of the Rights evidenced by a Subscription Certificate
(but not fractional Rights) by delivering to the Subscription Agent such
Subscription Certificate properly endorsed for transfer, with instructions to
register the Rights to be transferred in the name of the transferee (and to
issue a new Subscription Certificate to the transferee evidencing such
transferred Rights). In such event, the Subscription Agent shall issue a new
Subscription Certificate evidencing the balance of the Rights to the holder or,
if so instructed, to an additional transferee.

                  (b) Any holder may place an order with the Subscription Agent
to sell all or some of the Rights evidenced by a Subscription Certificate by
delivering to the Subscription Agent such Subscription Certificate properly
executed for sale. If only a portion of the Rights evidenced by a single
Subscription Certificate are to be sold, such Subscription Certificate must be
accompanied by instructions setting forth the action to be taken with respect to
the Rights that are not to be sold. Upon the timely receipt by the Subscription
Agent of appropriate instructions to sell Rights, the Subscription Agent will
use its best efforts to complete the sale and, promptly following the Expiration
Date, the Subscription Agent will send the Rights holder a check for the net
proceeds from the sale of any Rights sold. If the Rights can be sold, sales of
such Rights will be deemed to have been effected at the weighted average price
received on the day such Rights are sold, less any applicable commissions, taxes
and other direct expenses of sale. The Subscription Agent will also attempt to
sell all Rights which remain unclaimed as a result of Subscription Certificates
being returned by the postal authorities to the Subscription Agent as
undeliverable as of the fourth business day prior to the Expiration Date. Such
sales will be made net of commissions on behalf of the nonclaiming Rights
holders. The Subscription Agent will hold the proceeds from those sales for the
benefit of such nonclaiming Rights holders until such proceeds are either
claimed or escheat. The Subscription Agent's obligation to execute orders is
subject to its ability to find buyers. There can be no assurance that the
Subscription Agent will

                                      -7-
<PAGE>

be able to sell any Rights or as to the prices the Subscription Agent may be
able to obtain in such sales. In connection therewith, the Subscription Agent
agrees that it (i) is acting solely on behalf and for the benefit of such
holders who wish to sell their Rights and not as agent, or on behalf, of the
Company, (ii) shall not accept any instructions from the Company with respect to
the timing of such sales and (iii) shall effect all such sales in accordance
with applicable law.

                  SECTION 11. FOREIGN AND CERTAIN OTHER STOCKHOLDERS. The
Subscription Agent shall not mail Subscription Certificates to holders of Common
Stock whose addresses are outside the U.S. The Subscription Agent shall hold
such Subscription Certificates for the account of such holders and upon notice
from such holders shall exercise the Rights on their behalf. To so exercise such
Rights, such stockholders must notify the Subscription Agent not later than
11:00 a.m., New York City time, on __________, August _____, 1998. If no
instructions have been received, the Subscription Agent will use its best
efforts to sell the Rights. The net proceeds, if any, from the sale of those
Rights by the Subscription Agent will be remitted to such holders by the
Subscription Agent. If the Rights can be sold, sales of such Rights will be
deemed to have been effected at the weighted average price received by the
Subscription Agent for the sale of all Rights through the Subscription Agent,
less any applicable brokerage commissions, taxes and other expenses. In
connection therewith, the Subscription Agent agrees that it (i) is acting solely
on behalf and for the benefit of such holders who wish to sell their Rights and
not as agent, or on behalf, of the Company, (ii) shall not accept any
instructions from the Company with respect to the timing of such sales, (iii)
shall effect all such sales in accordance with applicable law, and (iv) shall
not effect any such sales in a manner that would cause a material adverse change
in the market for the Rights.

                  SECTION 12. REPORTS. The Subscription Agent shall notify both
the Company and its designated representatives (including the Information Agent,
D.F. King & Co., Inc.) by telephone as requested during the period commencing
with the mailing of Subscription Certificates and ending on the Expiration Date
(and in the case of guaranteed deliveries pursuant to SECTION 7(B), the period
ending three Nasdaq trading days after the Expiration Date), which notice shall
thereafter be confirmed in writing, of (i) the number of Rights exercised on the
day of such request, (ii) the number of Underlying Shares subscribed for
pursuant to the Basic Subscription Privilege and the Oversubscription Privilege,
if any, and the number of such Rights for which payment has been received, (iii)
the number of Rights subject to guaranteed delivery pursuant to SECTION 7(B) on
such day, (iv) the number of Rights for which defective exercises have been
received on such day and (v) cumulative totals derived from the information set
forth in clauses (i) through (iv) above. At or before noon p.m., New York City
time, on the first Nasdaq trading day following the Expiration Date, the
Subscription Agent shall certify in writing to the Company the cumulative totals
through the Expiration Date derived from the information set forth in clauses
(i) through (iv) above. The Subscription Agent shall also maintain and update a
listing of holders who have fully or partially exercised their Rights, holders
who have transferred their Rights and their transferees and holders who have not
exercised their Rights. The Subscription Agent shall provide the Company or its
designated representatives (including the Information Agent, D.F. King & Co.,
Inc.) with the information compiled pursuant to this SECTION 12 as any of them
shall request. The Subscription Agent hereby represents, warrants and agrees
that the information contained in each notification referred to in this SECTION
12 shall be accurate in all material respects.

                                      -8-
<PAGE>

                  SECTION 13.  FUTURE INSTRUCTIONS AND INTERPRETATION.

                  (a) All questions as to the timeliness, validity, form and
eligibility of any exercise of Rights will be determined by the Company whose
determinations shall be final and binding. The Company in its sole discretion
may waive any defect or irregularity, permit a defect or irregularity to be
corrected within such time as it may determine or reject the purported exercise
of any Right. Subscriptions will not be deemed to have been received or accepted
until all irregularities have been waived or cured within such time as the
Company determines in its sole discretion. Neither the Company nor the
Subscription Agent shall be under any duty to give notification of any defect or
irregularity in connection with the submission of Subscription Certificates or
incur any liability for failure to give such notification.

                  (b) The Subscription Agent is hereby authorized and directed
to accept instructions with respect to the performance of its duties hereunder
from an authorized officer of the Company, and to apply to such officer for
advice or instructions in connection with its duties, and it shall not be liable
for any action taken or suffered to be taken by it in good faith in accordance
with instructions of any such officer.

                  SECTION 14. PAYMENT OF TAXES. The Company covenants and agrees
that it will pay when due and payable all documentary, stamp and other taxes, if
any, which may be payable in respect of the issuance or delivery of any
Subscription Certificate or of the Underlying Shares; PROVIDED, HOWEVER, that
the Company shall not be liable for any tax liability arising out of any
transaction which results in, or is deemed to be, an exchange of Rights or
shares or a constructive dividend with respect to the Rights or shares and
PROVIDED FURTHER that the Company shall not be required to pay any tax or other
governmental charge which may be payable in respect of any transfer involved in
the transfer or delivery of any Subscription Certificate or the issuance or
delivery of certificates for shares of Common Stock in a name other than that of
the registered holder of such Subscription Certificate evidencing the Rights
exercised or transferred, and the Subscription Agent shall not register any such
transfer or issue any such certificate until such tax or governmental charge, if
required, shall have been paid.

                  SECTION 15. CANCELLATION AND DESTRUCTION OF SUBSCRIPTION
CERTIFICATES. All Subscription Certificates surrendered for the purpose of
exercise, exchange, substitution or transfer shall be canceled by the
Subscription Agent, and no Subscription Certificates shall be issued in lieu
thereof except as expressly permitted by the provisions of this Agreement. The
Company shall deliver to the Subscription Agent for cancellation and retirement,
and the Subscription Agent shall so cancel and return, any other Subscription
Certificate purchased or acquired by the Company otherwise than upon the
exercise thereof. The Subscription Agent shall deliver all canceled Subscription
Certificates to the Company, or shall, at the written request of the Company,
destroy such canceled Subscription Certificates, and in such case shall deliver
a certificate of destruction thereof to the Company.

                  SECTION 16. RIGHT OF ACTION. All rights of action in respect
of this Agreement are vested in the Company and the respective registered
holders of the Subscription Certificates, and any registered holder of any
Subscription Certificate, without the consent of the Subscription Agent or of
the holder of any other Subscription Certificate, may, on his own behalf and for

                                      -9-
<PAGE>

his own benefit, enforce, and may institute and maintain any suit, action or
proceeding against the Company to enforce, or otherwise act in respect of, his
right to exercise the Rights evidenced by such Subscription Certificate in the
manner provided in such Subscription Certificate and in this Agreement.

                  SECTION 17. CONCERNING THE SUBSCRIPTION AGENT;
INDEMNIFICATION.

                  (a) The Company agrees to pay to the Subscription Agent
compensation in accordance with the fee letter attached hereto as EXHIBIT B for
all services rendered by it hereunder and, from time to time, on demand of the
Subscription Agent, its reasonable expenses and counsel fees and other
disbursements incurred in the administration and execution of this Agreement and
the exercise and performance of its duties hereunder.

                  (b) The Company also agrees to indemnify and hold the
Subscription Agent harmless against any losses, claims, damages, liabilities,
costs or expenses (including reasonable fees and disbursements of legal counsel)
which the Subscription Agent may incur or become subject to arising from or out
of any claim or liability resulting from actions taken as Subscription Agent
pursuant to this Agreement; PROVIDED, HOWEVER, that such covenant and agreement
does not extend to, and the Subscription Agent shall not be indemnified or held
harmless with respect to, such losses, claims, damages, liabilities, costs or
expenses incurred or suffered by the Subscription Agent as a result, or arising
out, of the Subscription Agent's negligence, misconduct, bad faith or breach of
this Agreement. In connection therewith: (i) in no case shall the Company be
liable with respect to any claim against the Subscription Agent unless the
Subscription Agent shall have notified the Company in writing of the assertion
of a claim against it or of any action commenced against it, promptly after the
Subscription Agent shall have notice of a claim or shall have been served with
the summons or other legal process giving information as to the nature and basis
of the claim; PROVIDED, HOWEVER, that the failure of the Subscription Agent to
notify the Company in the above manner will absolve the Company of liability
only when such failure will result or has resulted in prejudice to the Company
with respect to such claim or action; (ii) the Company shall be entitled to
participate at its own expense in the defense of any suit brought to enforce any
such claim and, if the Company so elects, it shall assume the defense of any
such suit, in which event the Company shall not be liable for the fees and
expenses of any additional counsel that the Subscription Agent may retain, so
long as the Company shall retain counsel satisfactory to the Subscription Agent,
in the exercise of the Subscription Agent's reasonable judgement, to defend such
suit; and (iii) the Subscription Agent agrees not to settle any litigation in
connection with any claim or liability with respect to which it may seek
indemnification from the Company without the prior written consent of the
Company.

                  (c) The Subscription Agent shall be protected and shall incur
no liability for or in respect of any action taken, suffered or omitted by it
without negligence and in good faith in connection with its administration of
this Agreement in reliance upon any Subscription Certificate, instrument of
assignment or transfer, power of attorney, endorsement, affidavit, letter,
notice, direction, consent, certificate, statement or other paper or document
reasonably believed by it to be genuine and to be signed, executed and, where
necessary, verified or acknowledged by the proper person or persons.

                                      -10-
<PAGE>

                  SECTION 18. MERGER OR CONSOLIDATION OF SUBSCRIPTION AGENT. Any
corporation into which the Subscription Agent or any successor Subscription
Agent may be merged or with which it may be consolidated, or any corporation
resulting from any merger or consolidation to which the Subscription Agent or
any successor Subscription Agent shall be a party, or any corporation succeeding
to the corporate trust business of the Subscription Agent or any successor
Subscription Agent shall be the successor to the Subscription Agent under this
Agreement without the execution or filing of any paper or any further act on the
part of any of the parties hereto.

                  SECTION 19. DUTIES OF SUBSCRIPTION AGENT. The Subscription
Agent undertakes the duties and obligations imposed by this Agreement upon the
following terms and conditions, by all of which the Company and the holders of
Subscription Certificates by their acceptance thereof shall be bound:

                  (a) The Subscription Agent may consult with legal counsel (who
         may be, but is not required to be, legal counsel for the Company), and
         the opinion of such counsel shall be full and complete authorization
         and protection to the Subscription Agent as to any action taken or
         omitted by it in good faith and in accordance with such opinion.

                  (b) Whenever in the performance of its duties under this
         Agreement the Subscription Agent shall deem it necessary or desirable
         that any fact or matter be proved or established by the Company prior
         to taking or suffering any action hereunder, such fact or matter
         (unless other evidence in respect thereof be herein specifically
         prescribed) may be deemed to be conclusively proved and established by
         a certificate signed by the Chairman of the Board, the President or a
         Vice President (including any Senior or Executive Vice President) and
         by the Treasurer or any Assistant Treasurer or the Secretary or any
         Assistant Secretary of the Company and delivered to the Subscription
         Agent; and such certificate shall be full authorization to the
         Subscription Agent for any action taken or suffered in good faith by it
         under the provisions of this Agreement in reliance upon such
         certificate.

                  (c) The Subscription Agent shall be liable hereunder only for
         its own negligence or willful misconduct.

                  (d) The Subscription Agent shall not be liable for or by
         reason of any of the statements of fact or recitals contained in this
         Agreement or in the Subscription Certificates or be required to verify
         the same, but all such statements and recitals are and shall be deemed
         to have been made by the Company only.

                  (e) The Subscription Agent shall not be under any
         responsibility in respect of the validity of this Agreement or the
         execution and delivery hereof (except the due execution hereof by the
         Subscription Agent) or in respect of the validity or execution of any
         Subscription Certificate; nor shall it be responsible for any breach by
         the Company of any covenant or condition contained in this Agreement or
         in any Subscription Certificate; nor shall it by any act hereunder be
         deemed to make any representation or warranty as to the authorization

                                      -11-
<PAGE>

         or reservation of any shares of Common Stock to be issued pursuant to
         this Agreement or any Subscription Certificate or as to whether any
         shares of Common Stock will, when issued, be validly authorized and
         issued, fully paid and nonassessable.

                  (f) The Company agrees that it will perform, execute,
         acknowledge and deliver or cause to be performed, executed,
         acknowledged and delivered all such further and other acts, instruments
         and assurances as may reasonably be required by the Subscription Agent
         for the carrying out or performing by the Subscription Agent of the
         provisions of this Agreement.

                  (g) Nothing herein shall preclude the Subscription Agent from
         acting in any other capacity for the Company.

                  (h) The Subscription Agent shall comply with the information
         and backup withholding requirements of the Internal Revenue Code of
         1986, as amended (the "CODE"), including without limitation, where
         appropriate, on a timely basis, filing with the Internal Revenue
         Service and furnishing to holders of Rights duly completed Forms 1099B
         and 1099DIV. The Subscription Agent shall also collect and duly
         preserve Forms W-8 and W-9 and other forms or information necessary to
         comply with the backup withholding requirements of the Code.

                  (i) The Subscription Agent shall withhold from payments made
         to record owners amounts sufficient to comply with the backup
         withholding requirements of the Code. For purposes of backup
         withholding that may be applicable in respect of Rights distributed to
         record owners other than foreign holders, the Subscription Agent shall
         withhold and sell Rights on behalf of such record owners in amounts
         necessary to satisfy such backup withholding requirements.

                  SECTION 20. NOTICES TO THE COMPANY, HOLDERS AND SUBSCRIPTION
AGENT. All notices and other communications provided for or permitted hereunder
shall be made by hand delivery, prepaid first-class mail, or facsimile:

                  (a)      if to the Company, to:

                  Siebert Financial Corp.
                  885 Third Avenue, Suite 1720
                  New York, New York  10022
                  ATTENTION:  Richard M. Feldman
                  (212) 644-6866
                  (212) 838-0647 (facsimile)

                                      -12-
<PAGE>

                  (b)      if to the Subscription Agent, to:

                  American Stock Transfer & Trust Company
                  6201 Fifteenth Avenue
                  Brooklyn, New York  11219
                  ATTENTION:  Isaac Kagan and Herbert Lemmer
                  (718) 921-8200
                  (718) 234-5001 (facsimile)

                  (c) if to a registered holder, at the address shown on the
registry books of the Company.

                  All such notices and communications shall be deemed to have
been duly given: when delivered by hand, if personally delivered; two business
days after being deposited in the mail, postage prepaid, if mailed as aforesaid;
and when receipt is acknowledged, if telecopied.

                  SECTION 21. SUPPLEMENTS AND AMENDMENTS. The Company and the
Subscription Agent may from time to time supplement or amend this Agreement
without the approval of any holders of Subscription Certificates in order to
cure any ambiguity or to correct or supplement any provision maintained herein
which may be defective or inconsistent with any other provision herein, or to
make any other provisions in regard to matters or questions arising hereunder
which the Company and the Subscription Agent may deem necessary or desirable and
which shall not adversely affect the interests of the holders of the
Subscription Certificates.

                  SECTION 22. SUCCESSORS. All the covenants and provisions of
this Agreement by or for the benefit of the Company or the Subscription Agent
shall bind and inure to the benefit of their respective successors and assigns
hereunder.

                  SECTION 23. TERMINATION. This Agreement shall terminate at
5:00 p.m., New York City time, on the thirtieth day following the Expiration
Date. Upon termination of this Agreement, and provided that all shares of Common
Stock issued upon execution of the Rights accepted for execution prior to such
termination are issued and delivered by the Company, the Company shall be
discharged from all obligations under this Agreement except for its obligation
to the Subscription Agent under SECTION 17 hereof and except with respect to the
obligation of the Company to provide instruction and direction to the
Subscription Agent as may be provided in this Agreement.

                  SECTION 24. GOVERNING LAW. This Agreement and each
Subscription Certificate shall be deemed to be a contract made under the laws of
the State of New York and for all purposes shall be construed in accordance with
the internal laws of said State.

                  SECTION 25. BENEFITS OF THIS AGREEMENT. Nothing in this
Agreement shall be construed to give to any person or corporation other than the
Company, the Subscription Agent and the holders of the Subscription Certificates
any legal or equitable right, remedy or claim under this Agreement; but this
Agreement shall be for the sole and exclusive benefit of the Company, the
Subscription Agent and the holders of the Subscription Certificates.

                  SECTION 26. COUNTERPARTS. This Agreement may be executed in
any number of counterparts and each of such counterparts shall for all purposes

                                      -13-
<PAGE>

be deemed to be an original, but all such counterparts shall together constitute
one and the same instrument.

                  SECTION 27. DESCRIPTIVE HEADINGS. Descriptive headings of the
several Sections of this Agreement are inserted for convenience only and shall
not control or affect the meaning or construction of any of the provisions
hereof.

                                      -14-
<PAGE>

                  IN WITNESS WHEREOF, each of the parties hereto has caused this
Agreement to be duly executed as of the date first above written.

                                          SIEBERT FINANCIAL CORP.


                                          By:___________________________

                                          Title:________________________


                                          AMERICAN STOCK TRANSFER &
                                          TRUST COMPANY, Subscription Agent


                                          By:___________________________

                                          Title:________________________


                                      -15-
<PAGE>

                                                                       EXHIBIT A

                        FORM OF SUBSCRIPTION CERTIFICATE

                                 ATTACHED HERETO



                                      -16-
<PAGE>


                                                                       EXHIBIT B

                         SUBSCRIPTION AGENT'S FEE LETTER

              [American Stock Transfer & Trust Company Letterhead]



                                             July _____, 1998



Muriel F. Siebert
Siebert Financial Corp.
885 Third Avenue, Suite 1720
New York, New York  10022

Dear Ms. Siebert:

         This is to confirm that American Stock Transfer & Trust Company will
act as Siebert Financial Corp.'s Subscription Agent and we will perform the
following services:

         o        Mailing material to shareholders;
         o        Issuing certificates to subscribing shareholders;
         o        Curing all deficient items;
         o        Collecting checks;
         o        Remitting payments to the Company;
         o        Researching all problem items;
         o        Communicating with shareholders;
         o        Communicating with Depository Trust Company and
                  all brokers regarding their respective record
                  date positions;
         o        Changing addresses; and
         o        Reporting to the Company on daily totals.

         Our fee will be $___________ plus out-of-pocket expenses limited to
postage, envelopes and 1099 forms. Payment will be due to us upon completion of
the offering.

         Looking forward to working with you.

         Please rest assured that we will do everything in our power to merit
your goodwill and confidence.

                                            Very truly yours,

                                            AMERICAN STOCK TRANSFER
                                              & TRUST COMPANY


                                      -17-
<PAGE>


                                                                         ANNEX A

                             SIEBERT FINANCIAL CORP.
                          885 THIRD AVENUE, SUITE 1720
                            NEW YORK, NEW YORK 10022
                                  212 644-2400
                                     ------


                                                   August _____, 1998


American Stock Transfer & Trust Company
40 Wall Street, 46th Floor
New York, New York  10005
ATTENTION:  Isaac Kagan and
                    Herbert Lemmer

         Re:  DISBURSEMENT OF FUNDS

Dear Sirs:

         Pursuant to SECTION 7(H) of the Subscription Agency Agreement, dated as
of July _____, 1998 (the "AGREEMENT"), by and between Siebert Financial Corp., a
New York public company (the "COMPANY"), and American Stock Transfer and Trust
Company, as Subscription Agent (the "SUBSCRIPTION AGENT"), you are hereby
notified and directed to withdraw from the Bank Account and pay to, credit to
the account of or otherwise transfer to the Company all the funds in the Bank
Account as promptly as practicable and in no event later than noon on August
_____, 1998 as provided in SECTION 7(H) of the Agreement.

         IN WITNESS WHEREOF, the Company has duly caused this Notice to be
delivered to you in accordance with the terms of the Agreement.

                                          SIEBERT FINANCIAL CORP.


                                          By:___________________________
                                             Name:
                                             Title:


                                      -18-

                                                                    EXHIBIT 99.4

                             D. F. KING & CO., INC.
                      77 WATER STREET, NEW YORK, N.Y. 10005
                                 (212) 269-5550

                                                      July 6, 1998

Mr. Richard M. Feldman
Chief Financial Officer
Siebert Financial Corp.
885 Third Avenue, Suite 1720
New York, NY  10022

Dear Rich:

         This Letter  Agreement sets forth the terms and conditions  pursuant to
which Siebert Financial Corp. (the "Company") has retained D.F. King & Co., Inc.
("King") in connection with a proposed rights offering.

         The Company  proposes to distribute  transferable  subscription  rights
(the "Rights") to subscribe for and purchase  additional  shares of Common Stock
of the Company (the  "Street").  The offer to subscribe for and purchase  Common
Stock  pursuant to the  exercise of Rights is herein  referred to as the "Rights
Offering."

1.       The Company hereby  retains King as Information  Agent for advisory and
         consulting services in connection with the Rights Offering and requests
         and authorizes King to contact, and to provide information with respect
         to the  Rights  Offering  to,  holders of the  Common  Stock  including
         delivery of material to banks,  brokers and nominees,  receiving  calls
         from  shareholders and telephoning  holders of record and non-objecting
         beneficial  owners.  For this  purpose,  King is authorized to use, and
         will  be  supplied  by the  Company  with  as  many  copies  as King is
         authorized  to use,  and will be supplied  by the Company  with as many
         copies as King may reasonably request of, the following materials filed
         with the  Securities  and Exchange  Commission  (the  "Commission")  or
         publicly released (or to be filed or publicly  released) by the Company
         in  connection  with the rights  Offering  ("collectively,  the "Rights
         Offering Materials"):  (i) Prospectus;  (ii) Subscription  Certificate;
         (iii)  press  releases  and  newspaper  advertisements;  (iv) letter to
         securities  dealers,  banks  and  trust  companies,   and  letter  from
         securities dealers,  banks and trust companies to their customers;  (v)
         Notice of Guaranteed Delivery, (vi) DTC Participation  Oversubscription
         Exercise form and (vii) any and all amendments or supplements to any of
         the foregoing.

2.       The Company agrees to pay king as  compensation  for its services a fee
         of $3,500, which is due upon the completion, expiration or termination,
         as the case may be, of the Rights  Offering.  In the event the  Company
         extends the term of the Rights


<PAGE>

Mr. Richard M. Feldman
Siebert Financial Corp.
July 6, 1998
Page 2


         Offering,  the Company  agrees to pay King an additional  fee of $1,000
         for each such extension.  Further, the Company agrees to pay King $3.00
         for  each  completed   telephone  contact  (incoming  or  outgoing)  in
         connection   with  the  Rights  Offering  which  shall  include  labor,
         directory  assistance and all related telephone  expenses provided that
         the Company  shall  approve in advance the number of  shareholders  who
         will receive outgoing calls after  consultation  with you. In the event
         the Company requests King to provide additional  services,  the Company
         agrees to pay King reasonable and customary compensation, in an amount,
         if any, to be mutually  agreed  upon.  The  Company  further  agrees to
         reimburse King for all  reasonable  out-of-pocket  expenses  (including
         reasonable  counsel's  fees  and  disbursements)  incurred  by  King in
         connection  with  its  retention  hereunder.  The  Company  agrees  and
         acknowledges  that its obligation  under this paragraph 2 is not in any
         way conditional upon the successful consummation of the Rights Offering
         or  dependent  upon the  amount of  Common  Stock  sold by the  Company
         pursuant to the Rights Offering.

3.       The  Company  agrees  that King  shall  have the right to pass upon and
         approve  any  and  all  references  to  King  in  the  Rights  Offering
         Materials.  The Company shall not file with the  Commission,  any other
         governmental or regulatory authority or body or any court, or otherwise
         make public,  any document  containing any reference to King unless and
         until King shall have approved such reference.

4.       The Company represents and warrants to King that:

         (i)      this Letter Agreement is a valid and binding  agreement on the
                  Company's part;

         (ii)     all  necessary  corporate  action  will be duly  taken  by the
                  Company prior to the  commencement  of the Rights  Offering to
                  authorize  the Rights  Offering,  and the  purchase  of Common
                  Stock in connection with the Rights Offering;

         (iii)    all Rights  Offering  Materials  will comply,  in all material
                  respects, with the Securities Act of 1933, as amended, and the
                  rules and regulations of the Commission  thereunder,  and none
                  of the Rights Offering Materials, and no other report, filing,
                  document,  release or communication  published or filed by the
                  Company in connection with the Rights  Offering,  will contain
                  any untrue or misleading  statement of a material fact or omit
                  to state a  material  fact  required  to be stated  therein or
                  necessary to make the statements made therein not misleading;


<PAGE>

Mr. Richard M. Feldman
Siebert Financial Corp.
July 6, 1998
Page 3

         (iv)     the Rights Offering, and the issuance and sale of Common Stock
                  in connection with the Rights  Offering,  will comply,  in all
                  material  respects,  with all applicable  requirements  of law
                  including  the   applicable   rules  or   regulations  of  any
                  governmental or regulatory  authority or body, and no material
                  consent or approval of, or filing with,  any  governmental  or
                  regulatory  authority or body (other than any required filings
                  under the  Securities  Act of 1933, as amended,  and the rules
                  and regulations of the Commission  promulgated  thereunder) is
                  required in connection  with the making or consummation of the
                  Rights Offering (or, if any such material consent, approval or
                  filing is required  it will be duly  obtained or made prior to
                  the commencement of the Rights Offering); and

         (v)      the Rights  Offering and the issuance and sale of Common Stock
                  in  connection  with the Rights  Offering,  and/or  execution,
                  delivery and  performance of this Letter  Agreement,  will not
                  conflict with or result in a breach of or constitute a default
                  under the Company's  certificate of  incorporation or by-laws,
                  or any material agreement,  indenture mortgage,  note or other
                  instrument by which the Company is bound.

5.       The Company will advise King  promptly of the  occurrence  of any event
         which  would cause it not to proceed  with,  or to withdraw or abandon,
         the Rights Offering.  The Company will also advise King promptly of any
         proposal  or  requirement  to amend  or  supplement  any of the  Rights
         Offering Materials.

6.       The Company hereby agrees to indemnify and hold harmless  King,  King's
         controlling  persons,  officers,   directors,   employees,  agents  and
         representatives  (collectively,  the  "Indemnified  Persons")  from and
         against any and all losses, claims,  damages,  liabilities and expenses
         whatsoever  (including but not limited to, all reasonable counsel fees,
         disbursements  and  other  out-of-pocket  expenses)  incurred  by  such
         Indemnified Persons in investigating,  preparing to defend or defending
         (or  appearing or preparing  for  appearance as a witness in connection
         with) any claim, litigation, proceeding, investigation, or governmental
         or  stock  exchange  inquiry,  commenced  or  threatened  or any  claim
         whatsoever: (i) arising out of or based upon any facts or circumstances
         constituting   a  violation  of,  or  in  conflict  with,  any  of  the
         representations  and warranties set forth in paragraph 4 above; or (ii)
         arising out of,  relating to or in connection  with the Rights Offering
         except for the Indemnified  Person's willful  misconduct,  bad faith or
         gross negligence.  The Company shall reimburse such Indemnified Persons
         for  such  reasonable   counsel  fees  and   disbursements   and  other
         out-of-pocket  expenses  at such time as they are paid or  incurred  by
         such Indemnified

<PAGE>

Mr. Richard M. Feldman
Siebert Financial Corp.
July 6, 1998
Page 4

         Persons.  The foregoing indemnity shall be in addition to any liability
         which the Company might otherwise have to the Indemnified Persons.

7.       King agrees to notify the  Company  promptly  of the  assertion  of any
         claim against any of the  Indemnified  Persons in  connection  with the
         Rights Offering;  and the Company agrees to notify King promptly of the
         assertion  of any claim  against  the  Company or any of its  officers,
         directors,  employees or agents in connection with the Rights Offering.
         At the Company's election, unless counsel advises in writing there is a
         conflict of interest,  the defense of the Indemnified  Persons shall be
         conducted by the Company's counsel who shall be reasonably satisfactory
         to King and the Indemnified Persons who are defendants in the action or
         proceeding.  Notwithstanding  the  Company's  election  to  assume  the
         defense of such action or proceeding,  an Indemnified Person may employ
         separate  counsel  to  represent  it or  defend  it in such  action  or
         proceeding and the Company will pay the reasonable fees and expenses of
         such counsel as set forth above if such Indemnified  Person  reasonably
         determines  and  counsel  advises  in writing  that there are  defenses
         available to such  Indemnified  Person which are different  from, or in
         addition  to,  those  available  to the  Company,  or if a conflict  of
         interest  exists which makes  representation  by counsel  chosen by the
         Company not  advisable;  provided  however,  unless there are actual or
         potential  conflicts of interest  among the  Indemnified  Persons,  the
         Company  will not be required to pay the fees and expenses of more than
         one separate counsel for all Indemnified Persons in any jurisdiction in
         any  single  action or  proceeding.  In any  action or  proceeding  the
         defense of which the Company  assumes,  the  Indemnified  Persons shall
         nevertheless  be entitled to  participate  in such action or proceeding
         and retain their own counsel at such Indemnified  Persons' own expense.
         The  Company  shall  not  settle  or  compromise  any  such  action  or
         proceeding  without the  Indemnified  Persons'  prior written  consent,
         unless  the  terms  of  the   settlement  or   compromise   include  an
         unconditional release of any such Indemnified Person from all liability
         or loss arising out of such action or proceeding.

8.       The representations  and warranties  contained in paragraph 4 above and
         the  indemnity  agreement  contained in  paragraphs 6 and 7 above shall
         remain  operative and in full force and effect  regardless  of: (i) the
         termination,  expiration or  consummation of the Rights  Offering;  and
         (ii) any investigation made by or on behalf of any party.

9.       This Letter  Agreement  shall be construed  and enforced in  accordance
         with the laws of the State of New York.  It is agreed  that any action,
         suit or proceeding  arising out of or based upon this Letter  Agreement
         shall be brought in the United States  District  Court for the Southern
         District of New York or any court of the State of New York of competent
         jurisdiction  location in such District,  and the parties hereto hereby
         consent to the IN

<PAGE>

Mr. Richard M. Feldman
Siebert Financial Corp.
July 6, 1998
Page 5

         PERSONAM  jurisdiction  and venue of any such  court and to  service of
process by certified mail, return receipt requested.

         If any  provision  of this Letter  Agreement  shall be held  illegal or
invalid by any court,  this Letter  Agreement shall be construed and enforced as
if such  provision  had been  contained  herein and shall be deemed an agreement
between the parties hereto to the fullest extent by law.

         If the foregoing  correctly  sets forth the  understanding  between the
Company and King, please indicate acceptance thereof in the space provided below
for the  purpose,  whereupon  this  letter and the  Company's  acceptance  shall
constitute a binding agreement between the parties hereto.

                                        D.F. KING & CO., INC.


                                        By:
                                           -------------------------------------
                                           Thomas A. Long
                                           Senior Vice President



Acceptance as of the date first above written:

SIEBERT FINANCIAL CORP.

By:
     -----------------------------------------
Name:
     -----------------------------------------
Title:
     -----------------------------------------




                                                                    EXHIBIT 99.5

                             SIEBERT FINANCIAL CORP.
                          885 THIRD AVENUE, SUITE 1720
                            NEW YORK, NEW YORK 10022
                                  212 644-2400
                                     ------


                                                                July _____, 1998


To Our Shareholders:

         Siebert Financial Corp. is distributing to the holders of its
outstanding Common Stock, at no cost, Rights to purchase additional shares of
Common Stock in a Rights Offering. Shareholders will receive one (1) Right for
each share of Common Stock held by them as of the close of business on
_____________, July _____, 1998. Each whole right will entitle the holder
thereof to a Subscription Privilege to purchase one share of Common Stock at
$_____ per share.

         Enclosed herewith is a Subscription Certificate evidencing one (1)
transferable Right for each share of Common Stock that you owned at the close of
business on ____________, July _____, 1998. Your Rights may be exercised,
transferred or sold as explained more fully in the accompanying Instructions. If
you choose to exercise your Rights, you must submit payment in full of the
Subscription Price and appropriate documentation to the Subscription Agent no
later than 5:00 p.m., New York City time, on ___________, August _____, 1998.

         The enclosed Prospectus provides the details of the Rights Offering and
important information concerning the Company and the Common Stock being offered.
Please read it carefully.

         YOU ARE URGED TO ACT PROMPTLY. THE RIGHTS OFFERING AND THE RIGHTS WILL
EXPIRE AT 5:00 P.M., NEW YORK CITY TIME, ON _____________, AUGUST _____, 1998.

                                          Very truly yours,



                                          MURIEL F. SIEBERT
                                          President and Chair




                                                                    EXHIBIT 99.6

                             SIEBERT FINANCIAL CORP.
                          885 THIRD AVENUE, SUITE 1720
                            NEW YORK, NEW YORK 10022
                                  212 644-2400
                                     ------

                                                  July _____, 1998

To Our Shareholders:

         Siebert Financial Corp. is distributing to the holders of its
outstanding Common Stock, at no cost, Rights to purchase additional shares of
Common Stock in a Rights Offering. Shareholders will receive one (1) Right for
each share of Common Stock held by them as of the close of business on
_____________, July _____, 1998. Each whole right will entitle the holder
thereof to a Subscription Privilege to purchase one share of Common Stock at
$_____ per share.

         Subscription certificates will not be mailed to shareholders whose
addresses are outside the United States. Instead, the Subscription Agent,
American Stock Transfer & Trust Company, is holding on your behalf a
Subscription Certificate evidencing one (1) transferable Right for each share of
Common Stock that you owned at the close of business on ________________, July
_____, 1998. Your Rights may be exercised, transferred or sold as explained more
fully in the accompanying Instructions by instructing the Subscription Agent. If
such instructions are not received by the Subscription Agent by 11:00 a.m., New
York City time, on _______________, August _____, 1998, your Rights will, if
feasible, be sold, and the net proceeds will be remitted to you, unless
prohibited by applicable laws and regulations.

         Instructions to the Subscription Agent should be directed (1) if by
mail, to American Stock Transfer & Trust Company, 40 Wall Street, 46th Floor,
New York, New York 10005, or (2) if by telephone, to Herbert Lemmer at (212)
936-5100.

         Please act promptly if you choose to exercise, sell or otherwise
dispose of your Rights. Please bear in mind that in order for the exercise of
the Rights to be valid, the payment of the Subscription Price for the Rights
being exercised must be received no later than 5:00 p.m., New York City time, on
___________, August _____, 1998, and such payments by uncertified check must
have cleared by such time.

         The enclosed Prospectus provides the details of the Rights Offering and
important information concerning the Company and the Common Stock being offered.
Please read it carefully.

         YOU ARE URGED TO ACT PROMPTLY. THE RIGHTS OFFERING AND THE RIGHTS WILL
EXPIRE AT 5:00 P.M., NEW YORK CITY TIME, ON ____________, AUGUST _____, 1998.

                                          Very truly yours,


                                          MURIEL F. SIEBERT
                                          President and Chair


                                                                    EXHIBIT 99.7

                             SIEBERT FINANCIAL CORP.
                          885 THIRD AVENUE, SUITE 1720
                            NEW YORK, NEW YORK 10022
                                  212 644-2400
                                     ------



                                               July _____, 1998



To Our Shareholders:

         Siebert Financial Corp. is distributing to the holders of its
outstanding Common Stock, at no cost, Rights to purchase additional shares of
Common Stock in a Rights Offering. Shareholders will receive one (1) Right for
each share of Common Stock held by them as of the close of business on
_____________, July _____, 1998. Each whole right will entitle the holder
thereof to a Subscription Privilege to purchase one share of Common Stock at
$_____ per share.

         Your bank or broker has received on your behalf a Subscription
Certificate evidencing one (1) transferable Right for each share of Common Stock
that you owned at the close of business on ____________, July _____, 1998. Your
Rights may be exercised, transferred or sold as explained more fully in the
accompanying Instructions. If you choose to exercise your Rights, your bank or
broker must submit payment in full of the Subscription Price and appropriate
documentation to the Subscription Agent no later than 5:00 p.m., New York City
time, on ___________, August _____, 1998.

         The enclosed Prospectus provides the details of the Rights Offering and
important information concerning the Company and the Common Stock being offered.
Please read it carefully.

         YOU ARE URGED TO ACT PROMPTLY. THE RIGHTS OFFERING AND THE RIGHTS WILL
EXPIRE AT 5:00 P.M., NEW YORK CITY TIME, ON _____________, AUGUST _____, 1998.

                                        Very truly yours,



                                        MURIEL F. SIEBERT
                                        President and Chair




                                                                    EXHIBIT 99.8
RIGHTS OFFERING

                                1,100,000 SHARES

                             SIEBERT FINANCIAL CORP.

                                  COMMON STOCK

                                ($.01 PAR VALUE)

================================================================================

           THE RIGHTS WILL EXPIRE AT 5:00 P.M., NEW YORK CITY TIME, ON
                        ______________, JULY _____, 1998.
                  ONCE A HOLDER HAS PROPERLY EXERCISED A RIGHT,
                        SUCH EXERCISE MAY NOT BE REVOKED.

================================================================================

To our Clients:

         Enclosed for your  consideration  is a prospectus dated July ____, 1998
(the  "Prospectus")  relating to the offering (the "Rights Offering") of Siebert
Financial  Corp.  (the  "Company"),  pursuant to which  holders of the Company's
Common Stock, par value $.01 per share (the "Common Stock"),  as of the close of
business on  _____________,  July _____,  1998, are being issued,  at no cost to
such holders,  transferable  subscription rights (the "Rights") to subscribe for
and purchase, for a limited period of time, shares of the Company's Common Stock
at a price of $_____  per share  (the  "Subscription  Price").  Each  Right also
carries the right,  exercisable  only by the  stockholder to whom such Right was
initially  distributed,  to  subscribe at the  Subscription  Price for shares of
Common  Stock that are not  otherwise  purchased  pursuant  to the  exercise  of
Rights.  The terms and  conditions  of the Rights  Offering are set forth in the
Prospectus,  to which reference is made for a complete description of the Rights
Offering.

         The Prospectus is being forwarded to you as the beneficial owner of the
Subscription  Certificate  carried by us in your account but not  registered  in
your name. An exercise or transfer of such Subscription  Certificate may only be
made by us as the holder of record and pursuant to your instructions.

         Accordingly,  we request  instruction as to whether you wish us to: (a)
exercise any or all of the Rights held by us in your account, and any Rights not
exercised  by  others,  pursuant  to the terms and  conditions  set forth in the
enclosed Prospectus; (b) transfer all or any of such Rights to another party; or
(c)  attempt  to sell  such  Rights  for your  account.  WE URGE YOU TO READ THE
PROSPECTUS  CAREFULLY  BEFORE  INSTRUCTING  US AS TO WHETHER OR NOT TO EXERCISE,
TRANSFER OR SELL ANY RIGHTS.

         Your  instructions to us should be forwarded as promptly as possible in
order to  permit us to  exercise  the  Rights,  and  complete  and  deliver  the
Subscription Certificate on your behalf in accordance with the provisions of the
Rights  Offering.  The Rights  Offering will expire at 5:00 p.m.,  New York City
time, on __________, August _____, 1998 (the "Expiration Time"). Further, if you
direct us to sell or transfer your Rights,  you must so instruct us sufficiently
in advance to permit such sale to be made or such  transfer to be effected and a
new  Subscription  Certificate  to be  issued  to  the  recipient  prior  to the
Expiration Time.

         If you wish to have us  exercise,  transfer  or sell any or all of your
Rights,  please so instruct us by completing,  executing and returning to us the
instruction form on the REVERSE SIDE hereof.  If you exercise  Rights,  you must
contact us in order to arrange for your payment of the Subscription Price.

         If we do not receive complete  written  instructions in accordance with
the procedures  outlined in the  Prospectus,  we will not exercise,  transfer or
sell your Rights.

         If you have arranged for payment of the Subscription Price but have not
indicated the number of Rights being exercised,  or if you have not arranged for
full  payment of the  Subscription  Price for the number of Rights that you have
indicated  are  being  exercised,  you  will be  deemed  to have  exercised  the
Subscription Privilege with respect to the maximum number of Rights which may be
exercised for the Subscription  Price payment arranged for by you. To the extent
that the  Subscription  Price payment arranged for by you exceeds the product of
the  Subscription  Price  multiplied  by the number of Rights  attendant to your

<PAGE>


Basic Subscription Privilege (such excess being the "Subscription  Excess"), you
will be deemed to have exercised the Oversubscription  Privilege to purchase, to
the extent  available,  the number of whole  shares of Common Stock equal to the
quotient   obtained  by  dividing  the   Subscription   Excess  by  $_____  [the
Subscription  Price].  Any amount remaining after such division will be returned
to you or credited to your account from which payment was made.

         If you merely  sign the  instruction  form  without  completing  it and
arranging for any Subscription  Price payment,  we will deem it to mean that you
do not want us to exercise  your  Rights,  but want us to attempt to sell all of
your Rights.


<PAGE>

                            INSTRUCTIONS AS TO RIGHTS

     The  undersigned  acknowledge(s)  receipt of your letter and the Prospectus
relating to the Rights Offering of Siebert  Financial Corp. and hereby instructs
you as follows:


     1.  EXERCISE OF RIGHTS.

Please  exercise my rights to subscribe  for shares of Common Stock as indicated
below:

     (a) Number of shares  subscribed  for  pursuant  to the Basic  Subscription
         Privilege*: $________________________

     (b) Number  of  shares  subscribed  for  pursuant  to the  Oversubscription
         Privilege*: $________________________

     (c) Total  Subscription  Price  (total  number  of  shares  subscribed  for
         pursuant   to  both   the   Basic   Subscription   Privilege   and  the
         Oversubscription  Privilege  multiplied  by the  Subscription  Price of
         $______): $________________________

YOU MUST CONTACT US TO ARRANGE YOUR METHOD OF PAYMENT OF THE SUBSCRIPTION PRICE.


    2.   TRANSFER OF RIGHTS.

For value received, ________ of my unexercised Rights are hereby transferred to:

Name:___________________________________________________________________________

Address:________________________________________________________________________

________________________________________________________________________________
                                                            (Including Zip Code)

Tax Identification or Social Security Number of recipient:

________________________________________________________________________________


    3.   SALE OF RIGHTS.

Please attempt to sell ______________________________ of my unexercised Rights.

SIGN AND DATE HERE:

Dated:                        , 1998 ___________________________________________
                                                    Signature

                                     ___________________________________________

                                     Please print name(s) and address(es) below:

                                     ___________________________________________

                                     ___________________________________________

                                     ___________________________________________

- -------------
* Each whole Right  entitles the holder  thereof to  subscribe  for one share of
  Common Stock.


                                                                    EXHIBIT 99.9


                 CERTIFICATION AND REQUEST FOR ADDITIONAL RIGHTS


To the Subscription Agent:


         The undersigned hereby certifies that it is a broker-dealer  registered
with the Securities and Exchange Commission, a commercial bank or trust company,
a securities depository or participant therein, or nominee therefor,  holding of
record  ______________________  shares of Common Stock, par value $.01 per share
(the "Common  Stock"),  of Siebert  Financial Corp. (the "Company") on behalf of
______________________  beneficial  owners  as  of  the  close  of  business  on
____________,  July _____,  1998,  the record date (the  "Record  Date") for the
offering  of up to  1,100,000  shares of Common  Stock,  all as  described  in a
Prospectus dated July _____, 1998, a copy of which the undersigned has received.
Such holders  shall receive one (1) Right for each share of Common Stock held of
record as of the close of business on the Record Date and any  fractional  Right
will  be  rounded  up to the  nearest  whole  number.  The  undersigned  further
certifies that ____________ shares of Common Stock registered in the name of the
undersigned are entitled to an additional Right in accordance with the principle
that any  fractional  Right to  which a  beneficial  owner  would  otherwise  be
entitled  should be rounded up to the nearest  whole  number.  Accordingly,  the
undersigned  requests  that  upon  surrender  of  its  Subscription  Certificate
evidencing Rights, a Subscription  Certificate  evidencing  ____________  Rights
(including  ____________  additional Rights) be issued. The undersigned  further
certifies that each such  beneficial  owner is a bona fide  beneficial  owner of
Common  Stock  as of the  close  of  business  on the  Record  Date,  that  such
beneficial  ownership  is reflected  on the  undersigned's  records and that all
shares of Common Stock which, to the undersigned's  knowledge,  are beneficially
owned by any such beneficial  owner through the undersigned have been aggregated
in calculating the foregoing.  The undersigned  agrees to provide the Company or
its designee with such additional  information as the Company deems necessary to
verify the foregoing.


                                      __________________________________________
                                      Name of Record Holder


                                      By:  _____________________________________
                                           Name:
                                           Title:
                                           Address:

                                           Telephone Number:


                                      Dated: _____________________________, 1998


NOTE:      Deliver this form with your  Subscription  Certificate  to:  American
           Stock Transfer & Trust Company, 40 Wall Street, 46th Floor, New York,
           New York 10005


                                                                   EXHIBIT 99.10

                             SIEBERT FINANCIAL CORP.
                          885 THIRD AVENUE, SUITE 1720
                            NEW YORK, NEW YORK 10022
                                  212 644-2400
                                     ------



                                                       July _____, 1998


To Participants in the 1998 Restricted Stock Award Plan:

                  Siebert  Financial Corp. is distributing to the holders of its
outstanding  Common Stock, at no cost,  Rights to purchase  additional shares of
Common Stock in a Rights Offering.  Shareholders  will receive one (1) Right for
each  share  of  Common  Stock  held by  them as of the  close  of  business  on
____________, July _____, 1998. Each whole Right will entitle the holder thereof
to a Subscription  Privilege to purchase one share of Common Stock at $_____ per
share.  Capitalized  terms used herein have the meanings ascribed to them in the
enclosed Prospectus.

                  Enclosed herewith is a Subscription Certificate evidencing one
(1) transferable  Right for each of the shares of Common Stock that were awarded
to you under the 1998  Restricted  Stock Award Plan and that have not yet vested
("Nonvested  Shares").  Your  Rights may be  exercised,  transferred  or sold as
explained more fully in the accompanying Instructions. If you choose to exercise
your  Rights,  you must  submit  payment in full of the  Subscription  Price and
appropriate documentation to the Subscription Agent no later than 5:00 p.m., New
York City time, on __________, August _____, 1998.

                  The  enclosed  Prospectus  provides  the details of the Rights
Offering and important  information  concerning the Company and the Common Stock
being offered. Please read it carefully.

                  There  are  certain  federal  income  tax  consequences  under
current law of the distribution of Rights with respect to your Nonvested Shares.
The following is a brief summary of such tax consequences. Please note that this
summary is not intended to be  exhaustive  and does not describe  state or local
tax consequences.

                  o        You will be required to include in your gross income,
                           as compensation,  the fair market value of the Rights
                           distributed  to you with  respect  to your  Nonvested
                           Shares.  The Company  will include this amount in the
                           taxable wages reported on your 1998 Form W-2.

                  o        The  exercise  of  your  Rights  will  not  have  any
                           immediate tax consequences. Upon a subsequent sale or
                           taxable  exchange of the shares you acquire  when you
                           exercise  your  Rights,  you will  recognize  long or
                           short-term   capital   gain  or  loss  equal  to  the


<PAGE>

Participants in the 1998 Restricted Stock Award Plan
Page Two

                           difference  between  (i) the amount  realized  on the
                           sale and (ii) the sum of the  Subscription  Price you
                           paid to  exercise  the Rights and the amount that was
                           includible  in your  gross  income as a result of the
                           distribution of the Rights to you.

                  o        If you sell your Rights  rather than  exercise  them,
                           you will  recognize  short-term  capital gain or loss
                           equal to the difference  between the amount  realized
                           on the sale and the amount  includible  in your gross
                           income as a result of the  distribution of the Rights
                           to you.

                  o        The Company  will be entitled to a deduction  for the
                           amount of the compensation  income that you recognize
                           in connection with the distribution to you of Rights.

                  The foregoing discussion does not apply to you if, at the time
you acquired your Nonvested Shares,  you made an election under Section 83(b) of
the Internal  Revenue Code to accelerate the recognition of income.  If you made
such an  election,  you should  consult  your tax advisor with regard to the tax
consequences associated with the distribution to you of Rights.

                  YOU ARE URGED TO ACT  PROMPTLY.  THE RIGHTS  OFFERING  AND THE
RIGHTS  WILL  EXPIRE AT 5:00 P.M.,  NEW YORK CITY TIME,  ON  __________,  AUGUST
_____1998.

                                          Very truly yours,



                                          Muriel F. Siebert
                                          President and Chair





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