SIEBERT FINANCIAL CORP
DEF 14A, 1999-11-23
SECURITY BROKERS, DEALERS & FLOTATION COMPANIES
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                                  SCHEDULE 14A
                     INFORMATION REQUIRED IN PROXY STATEMENT
                  Proxy Statement Pursuant to Section 14(a) of
                      the Securities Exchange Act of 1934

Filed by the Registrant  [x]
Filed by a Party other than the Registrant  [ ]

Check the appropriate box:
[ ]   Preliminary Proxy Statement
[ ]   Confidential, for Use of the Commission Only (as permitted by Rule
      14a-6(e)(2))
[x]   Definitive Proxy Statement
[ ]   Definitive Additional Materials
[ ]   Soliciting Material Pursuant to ss. 240.14a-11(c) or ss. 240.14a-12


                             SIEBERT FINANCIAL CORP.
                ------------------------------------------------
                (Name of Registrant as Specified In Its Charter)



                ------------------------------------------------
    (Name of Person(s) Filing Proxy Statement, if other than the Reqistrant)

Payment of Filing Fee (Check Appropriate Box):
[x]   No fee required
[ ]   Fee computed on table below per Exchange Act Rules 14a-6(i)(1) and 0-11

         1)       Title of each class of securities to which transaction
                  applies:
         2)       Aggregate number of securities to which transaction applies:
         3)       Per unit price or other underlying value of transaction
                  computed pursuant to Exchange Act Rule 0-11 (Set forth the
                  amount on which the filing fee is calculated and state how it
                  was determined):
         4)       Proposed maximum aggregate value of transaction:
         5)       Total fee paid:

[ ]   Fee paid previously with preliminary materials.

[ ]   Check box if any part of the fee is offset as provided by Exchange Act
      Rule 0-11(a)(2) and identify the filing for which the offsetting fee was
      paid previously. Identify the previous filing by registration statement
      number, or the Form or Schedule and the date of its filing

         1)       Amount Previously Paid:
         2)       Form, Schedule or Registration Statement No.:
         3)       Filing Party:
         4)       Dated Filed:

<PAGE>

                             SIEBERT FINANCIAL CORP.
                          885 THIRD AVENUE, SUITE 1720
                            NEW YORK, NEW YORK 10022
                                 (212) 644-2400

                    NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
                         TO BE HELD ON DECEMBER 21, 1999

Dear Shareholders:

     We will hold the 1999 Annual Meeting of Shareholders  of Siebert  Financial
Corp., a New York  corporation  (the  "Company"),  at The Four Seasons Hotel, 57
East 57th Street,  New York,  New York,  on Tuesday,  December 21, 1999 at 10:00
a.m., local time. The meeting's purpose is to:

1.   Elect five directors;

2.   Ratify and approve  the  selection  of Richard A. Eisner & Company,  LLP as
     independent auditors for 1999; and

3.   Consider  any other  matters  that are  properly  presented  at the  Annual
     Meeting and any adjournment.

     You may vote at the Annual Meeting if you were one of our  shareholders  at
the close of business on Monday, November 15, 1999.

     Along with the attached  Proxy  Statement,  we are also enclosing a copy of
our 1998 Annual Report to Shareholders, which includes our financial statements.

     To assure your  representation  at the meeting,  please vote, sign and mail
the enclosed  proxy as soon as  possible.  We have  enclosed a return  envelope,
which requires no postage if mailed in the United States, for that purpose. Your
proxy is being solicited by the Board of Directors.

                                       PLEASE VOTE - YOUR VOTE IS IMPORTANT



                                                     Daniel Iesu
                                                     Secretary

November 22, 1999


<PAGE>


                             SIEBERT FINANCIAL CORP.
                          885 THIRD AVENUE, SUITE 1720
                            NEW YORK, NEW YORK 10022
                                 (212) 644-2400

                 PROXY STATEMENT FOR THE 1999 ANNUAL MEETING OF
                  SHAREHOLDERS TO BE HELD ON DECEMBER 21, 1999


                 INFORMATION ABOUT THE ANNUAL MEETING AND VOTING

Annual Meeting: December 21, 1999                         The Four Seasons Hotel
                10:00 a.m., local time.                   57 East 57th Street
                                                          New York, New York

Record Date:   Close of business on Monday,  November  15,  1999.  If you were a
               shareholder at that time, you may vote at the meeting. Each share
               is entitled to one vote.  On the record date,  we had  22,883,005
               shares  of  our  common  stock  outstanding.   Of  those  shares,
               19,878,700 shares were beneficially owned or controlled by Muriel
               Siebert, our Chair and President and one of our directors.

Agenda:        1.   Elect five directors.

               2.   Ratify the selection of Richard A. Eisner & Company,  LLP as
                    our independent auditors for 1999.

               3.   Any other proper business.

Vote Required: Proposal 1:    The five  nominees  for  director  who receive the
                              most votes will be elected. If you do not vote for
                              a nominee,  or you indicate "withhold authority to
                              vote" for any  nominee  on your proxy  card,  your
                              vote  will not count  either  for or  against  the
                              nominee.

               Proposal 2:    The  affirmative  vote of a majority  of the votes
                              cast  at the  meeting,  whether  in  person  or by
                              proxy,  is required to ratify the selection of the
                              auditors.

Broker
Non-votes:     If your broker does not vote on any of the two proposals, it will
               have  no  effect  on the  votes  with  respect  to any of the two
               proposals.

Proxies:       Please vote; your vote is important.  Prompt return of your proxy
               will help avoid the costs of  resolicitation.  Unless you tell us
               on the  proxy  card to vote

                                       1

<PAGE>


               differently,  we will  vote  signed  returned  proxies  "FOR" the
               ratification  of the  appointment of the auditors,  and "FOR" the
               Board's nominees for director.

               If any nominee cannot or will not serve as a director, your proxy
               will vote in  accordance  with his or her best  judgment.  At the
               time we began printing this proxy  statement,  we did not know of
               any matters  that  needed to be acted upon at the  meeting  other
               than those  discussed in this proxy  statement.  However,  if any
               additional  matters are presented to the  shareholders for action
               at the meeting,  your proxy will vote in  accordance  with his or
               her best judgment.

Proxies
Solicited by: The Board of Directors

Revoking Your
Proxy:         You may  revoke  your  proxy  before it is voted at the  meeting.
               Proxies may be revoked if you either:

               o    deliver a signed,  written  revocation  letter,  dated later
                    than the  proxy,  to  Daniel  Iesu,  Secretary,  at  Siebert
                    Financial Corp., 885 Third Avenue, Suite 1720, New York, New
                    York 10022;

               o    deliver a signed  proxy,  dated later than the first one, to
                    Mr. Iesu at the address above; or

               o    attend  the Annual  Meeting  and vote in person or by proxy.
                    Attending the meeting alone will not revoke your proxy.

Cost of
Solicitation:  We will pay all costs of soliciting  these proxies,  estimated at
               $3,500 in the  aggregate.  Although  we are  mailing  these proxy
               materials, our directors, officers and employees may also solicit
               proxies by telephone,  facsimile, mail or personal contact. These
               persons  will  receive  no  additional   compensation  for  their
               services, but we may reimburse them for reasonable  out-of-pocket
               expenses.  We will also furnish copies of solicitation  materials
               to  fiduciaries,  custodians,  nominees and brokerage  houses for
               forwarding  to  beneficial  owners of our shares of common  stock
               held in their names,  and we will  reimburse  them for reasonable
               out-of-pocket expenses.  American Stock Transfer & Trust Company,
               our  transfer  agent,  is  assisting  us in the  solicitation  of
               proxies for the meeting for no additional fee.

Your Comments: Your comments about any aspects of our business are welcome.  You
               may use the space provided on the proxy card for this purpose, if
               desired. Although we may not respond on an individual basis, your
               comments help us to measure your satisfaction, and we may benefit
               from your suggestions.

                                        2

<PAGE>



                  EXECUTIVE COMPENSATION AND OTHER INFORMATION

Executive
Compensation:

                    The following  table shows  salaries and bonuses paid during
                    the last three years for our Chief Executive Officer and for
                    our executive  officers  whose total annual salary and bonus
                    exceeded $100,000.

                                            Summary Compensation Table

<TABLE>
<CAPTION>

                                           Summary Compensation Table

                                                                                            Long-Term
                                           Annual Compensation                            Compensation
                                   ----------------------------------------------------------------------
                                                                                           Securities
                                                                                           Underlying
                                                                        Other Annual          Stock
Name and Principal Position         Year      Salary        Bonus       Compensation         Options
- ---------------------------------------------------------------------------------------------------------

<S>                                 <C>       <C>           <C>            <C>             <C>
Muriel F.  Siebert                  1998      $150,000         -             -                 -
Chair and President                 1997       150,000         -             -                 -
                                    1996       150,000     $2,975,000        -                 -

Nicholas P.  Dermigny               1998       185,000        175,000        -                40,000
Executive Vice President and        1997       125,000        187,500        -               200,000
 Chief Operating Officer            1996       125,000        205,000        -                 -

Daniel Iesu                         1998        70,000         65,000        -                 8,000
Secretary                           1997        50,000         65,000        -                60,000
                                    1996        50,000         53,250        -                 -
</TABLE>


Stock Options: Our 1997 Stock Option Plan was adopted by the Board in March 1997
               and approved by our  shareholders  on December 1, 1997.  The Plan
               permits  the  issuance of either  options  intended to qualify as
               incentive  stock  options,  or  ISOs,  under  Section  422 of the
               Internal  Revenue  Code of 1986,  or options  not  intended to so
               qualify.  The aggregate fair market value of our common stock for
               which a participant is granted ISOs that first become exercisable
               during any given  calendar  year will be limited to $100,000.  To
               the extent this limitation is exceeded, an option will be treated
               as a nonqualified stock option.

               The Plan  provides  for the grant of  options to  purchase  up to
               2,100,000  shares of our common  stock to our  employees  and the
               employees  of our  subsidiaries.  The Plan is  administered  by a
               committee of the Board, consisting of Patricia L. Francy and Jane
               H. Macon, which selects persons to receive awards under the Plan,
               determines  the amount of each award and the terms and conditions
               governing the award,  interprets  the Plan and any awards granted
               thereunder,   establishes   rules   and   regulations   for   the
               administration  of the Plan and takes any other action  necessary
               or desirable for the  administration of the Plan. The Plan may be
               amended by the Board as it deems  advisable.  No  amendment  will
               become  effective,  however,  unless  approved by the affirmative
               vote of our shareholders if shareholder approval is necessary for
               the  continued  validity  of the Plan or if the failure to obtain
               shareholder approval would adversely affect

                                       3

<PAGE>


               the   compliance  of  the  Plan  under  any  rule  or  regulation
               applicable  to it. No  amendment  may,  without  the consent of a
               participant,  impair a  participant's  rights  under  any  option
               previously granted under the Plan.

               The price for which  shares of our common  stock may be purchased
               upon the  exercise of an option will be the fair market  value of
               the  shares  on the  date of the  grant  of such  option.  An ISO
               granted to an employee who owns stock possessing more than 10% of
               the total  combined  voting  power of all  classes  of our stock,
               however,  shall have a purchase price for the  underlying  shares
               equal to 110% of the fair market value of our common stock on the
               date of grant. An option  generally may be granted for a term not
               to exceed  ten years  from the date the  option is  granted.  All
               options  will be  exercisable  in  accordance  with the terms and
               conditions set forth in the option agreement evidencing the grant
               of each option.  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 Plan  within the first year after the date of the grant
               of the option.

               Full payment of the purchase price for shares of our common stock
               purchased  upon the  exercise,  in whole or in part, of an option
               must be made at the time of the exercise.  The Plan provides that
               the purchase price may be paid in cash or in shares of our 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 us
               the amount of sale or loan proceeds necessary to pay the purchase
               price and applicable withholding taxes.

               During the year ended  December 31, 1998,  we granted  options to
               purchase:  (1) 40,000 shares of our common stock to our Executive
               Vice President and Chief  Operating  Officer at an exercise price
               of $2.6875 per share, (2) 8,000 shares of our common stock to our
               Secretary  at an  exercise  price of $2.6875  per share,  and (3)
               10,000 shares of our common stock to our Chief Financial  Officer
               at an exercise price of $6.6250. These 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.

               The  following  table  sets  forth  certain  summary  information
               concerning  individual  grants of stock  options  made during the
               year ended December 31, 1998 to each of the officers named in the
               Summary Compensation Table.

                                       4

<PAGE>

<TABLE>
<CAPTION>


                                  Option Grants in Last Fiscal Year


                                                                                             Potential
                                                                                         Realizable Value
                                                                                            at Assumed
                           Number of     % of Total                                      Annual Rates of
                            Shares         Options       Exercise                          Stock Price
                          Underlying     Granted to       or Base      Expiration        Appreciation for
                            Options     Employees in     Price Per        Date             Option Term
Name                        Granted         1998           Share                         10%           5%
- ------------------------ -------------- -------------- -------------- -------------- ------------ --------------
<S>                         <C>             <C>           <C>            <C>           <C>           <C>
Muriel F.  Siebert             -              -              -             -                -             -

Nicholas P.  Dermigny       40,000          31.7%         $2.6875        1/9/08        $67,606       $171,327

Daniel Iesu                  8,000          6.3%          $2.6875        1/9/08        $13,521        $34,264
</TABLE>

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

(1)  These amounts  represent  assumed rates of appreciation in the price of our
     common  stock  during  the terms of the  options in  accordance  with rates
     specified in applicable  federal securities  regulations.  Actual gains, if
     any,  on stock  option  exercises  will  depend on the future  price of our
     common stock and overall stock market conditions.


               The following table sets forth at December 31, 1998 the number of
               options and the value of unexercised  options held by each of the
               officers  named in the Summary  Compensation  Table.  None of the
               individuals  named in the table exercised  options during 1998 to
               purchase shares of our common stock.

<TABLE>
<CAPTION>

               Aggregated Option Exercises in Last Fiscal Year and
                          Fiscal Year End Option Values

                                     Number of Unexercised Options   Value of Unexercised In-the-Money
                                                at Year                    Options at Fiscal Year End
                                                  End                               (1)
                                     ------------------------------- -----------------------------------
               Name                   Exercisable    Unexercisable    Exercisable    Unexercisable
   -------------------------        -------------- ---------------- --------------  ---------------
<S>                                      <C>            <C>            <C>             <C>
   Muriel F.  Siebert                      -               -               -               -
   Nicholas P.  Dermigny                 40,000         200,000        $282,500        $1,397,500
   Daniel Iesu                           12,000         56,000          $84,750         $392,500
</TABLE>

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

(1)  The dollar  values  have been  calculated  by  determining  the  difference
     between the closing price of our common stock at December 31, 1998,  $9.375
     per share, and the exercise prices of the options.


Restricted
Stock
Award Plan:    Our 1998  Restricted  Stock Award Plan provides for awards to key
               employees  of not more than  60,000  shares of our common  stock,
               subject to  adjustments  for stock  splits,  stock  dividends and
               other  changes  in  our  capitalization,   to  be  issued  either
               immediately  after the award or at a future date.  As of December
               31, 1998,  38,000 shares of our common stock under the Restricted
               Stock  Award  Plan had been  awarded  and  were  outstanding.  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 us for the benefit of the recipients, subject to the same
               restrictions as the award. These dividends (without interest) are
               paid to the recipients upon lapse of the restrictions.

                                       5

<PAGE>


               The following table sets forth at December 31, 1998 the number of
               shares awarded under the  Restricted  Stock Award Plan to each of
               the officers named in the Summary Compensation Table.

                       Long-Term Incentive Plans B Awards
                              In Last Fiscal Year

                              Number of Shares, Units     Performance or Other
                                       or                     Period Until
                                     Other                   Maturation
Name                                 Rights                   or Payout
- ----                                 ------                   ---------

Muriel F.  Siebert                     -                         -

Nicholas P.  Dermigny                 400                     1 year

Daniel Iesu                           400                     1 year

Employment
Agreement:     We entered into an Employment Agreement dated as of April 9, 1999
               with Daniel  Jacobson to serve as our Vice  Chairman,  an officer
               position,  beginning May 3, 1999.  The agreement  provides for an
               annual  base  salary  of  $185,000  plus such  bonuses  as may be
               authorized  from  time to time by our  Board  of  Directors.  The
               agreement  has  an  initial  three  year  term,   with  automatic
               extensions  of one year unless  terminated.  If we terminate  the
               agreement  other than for cause or the  permanent  disability  or
               death of Mr. Jacobson, he will be entitled to continue to receive
               his  base  salary  for  a  period  of  (1)  three  years  if  the
               termination  occurs during the first two years of the  agreement,
               (2) two years if the  termination  occurs  during  years three or
               four of the agreement (3) and one year if the termination  occurs
               thereafter.  If we terminate  the  agreement due to the permanent
               disability  of Mr.  Jacobson,  he will be entitled to continue to
               receive his base salary for a period of one year.  In  accordance
               with the agreement,  we also granted an option to purchase 20,000
               shares of our common stock to Mr.  Jacobson at an exercise  price
               of $32.50 per share.

Director
Compensation:  Our non-employee directors receive an annual cash fee of $10,000.
               In  addition,  in 1997,  we granted  to each of our  non-employee
               directors an option to purchase 40,000 shares of our common stock
               at $2.3125  per share.  We do not  compensate  our  employees  or
               employees of our subsidiaries who serve as directors.

Certain Relationships
And Related
Transactions:

               As a registered  broker-dealer,  our subsidiary is subject to the
               Uniform  Net  Capital  Rule (Rule  15c3-1)  under the  Securities
               Exchange  Act of 1934.  "Net  capital"  is  defined  as net worth
               (assets  minus   liabilities),   plus   qualifying   subordinated
               borrowings,  less certain  deductions.  Ms.  Siebert loaned us

                                       6

<PAGE>


               $3 million  pursuant to  subordinated  notes bearing  interest at
               rates ranging from 4% to 8%. These notes were repaid in September
               1999.

               In 1998,  we  loaned  an  aggregate  of $4  million  to  Siebert,
               Bradford,  Shank & Co., L.L.C.,  or "SBS",  pursuant to Temporary
               Subordinated Loan Agreements  entered into under the rules of the
               NASD. These loans were  subsequently  repaid.  We hold 49% of the
               equity interest of SBS.

               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  these   arrangements  are  available  from
               non-affiliated parties, are on terms no less favorable to us than
               those available from non-affiliated parties.

                                       7

<PAGE>


           SECURITY OWNERSHIP OF MANAGEMENT AND PRINCIPAL STOCKHOLDERS

Management
Ownership:     The following  table lists share ownership of our common stock as
               of  November  1,  1999.  The  information   includes   beneficial
               ownership by each of our directors and executive officers, by all
               directors and executive officers as a group and beneficial owners
               known by our  management to hold at least 5% of our common stock.
               To our knowledge,  each person named in the table has sole voting
               and  investment  power with respect to all shares of common stock
               shown as beneficially owned by them. Any information in the table
               on  beneficial  owners known by management to hold at least 5% of
               our common stock is based on information  furnished to us by such
               persons or groups and statements filed with the SEC.

<TABLE>
<CAPTION>


                                                            SHARES OF                 PERCENT OF
NAME OF BENEFICIAL OWNER(1)                               COMMON STOCK                 CLASS(2)
- -------------------------------------------------  ----------------------------  ----------------------
<S>                                                          <C>                         <C>
Muriel F. Siebert                                            19,878,700                  86.9%

Mitchell M. Cohen                                                 2,000(3)                 0

Nicholas P. Dermigny                                             40,000(4)                 *

Daniel Iesu                                                           0                    *

Daniel Jacobson                                                       0                    *

Patricia L. Francy                                               20,000(5)                 *

Jane H. Macon                                                    20,000(5)                 *

Directors and executive officers as a group                  19,960,700(6)               86.9%
(seven persons)
</TABLE>

* Less than 1%

- --------------------
(1)  The  address for each  person  named in the table is c/o Siebert  Financial
     Corp., 885 Third Avenue, New York, New York 10022.


(2)  Percentages are computed in accordance with Rule 13d-3 under the Securities
     Exchange Act of 1934.

(3)  Consists of 2,000  shares of our common  stock that Mr. Cohen has the right
     to acquire  pursuant to a stock  option grant within 60 days of the date of
     this table.

(4)  Consists of 40,000  shares of our common  stock that Mr.  Dermigny  has the
     right to acquire  pursuant to a stock  option  grant  within 60 days of the
     date of this table.

(5)  Consists of 20,000  shares of our common  stock that the  director  has the
     right to acquire  pursuant to a stock  option  grant  within 60 days of the
     date of this table.

(6)  Includes  options to purchase an aggregate  of 82,000  shares of our common
     stock described above.

                                       8

<PAGE>


                                   PROPOSAL 1:
                              ELECTION OF DIRECTORS

Generally:     Our  Board has  nominated  five  directors  for  election  at the
               meeting.  Each  nominee  currently  is  serving  as  one  of  our
               directors.  If you re-elect them, they will hold office until the
               next annual meeting or until their successors have been elected.


NOMINEES:      MURIEL F. SIEBERT        Muriel Siebert has been Chair, President
               Age 67                   and a director of Muriel  Siebert & Co.,
                                        Inc.   since   1967   and  the   Siebert
                                        Financial Corp.  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
                                        Commission  of Judicial  Nomination  and
                                        the Boy Scouts of Greater New York.

               NICHOLAS P. DERMIGNY     Nicholas Dermigny has been our Executive
               Age 41                   Vice   President  and  Chief   Operating
                                        Officer since joining us in 1989.  Prior
                                        to  1993,  he was  responsible  for  our
                                        retail discount  division.  Mr. Dermigny
                                        became  an  officer   and   director  on
                                        November 8, 1996.

               PATRICIA L. FRANCY       Patricia   Francy   is   Treasurer   and
               Age 54                   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 on
                                        March 11, 1997.

               JANE H. MACON            Jane  Macon  is a  partner  with the law
               Age 53                   firm of Fulbright & Jaworski L.L.P., San
                                        Antonio,  Texas.  Fulbright  &  Jaworski
                                        L.L.P.  provides  legal  services to us.
                                        Ms.  Macon has been  associated  with us
                                        since 1983.  Ms. Macon became a director
                                        on November 8, 1996.

                                       9

<PAGE>


               DANIEL JACOBSON          Daniel   Jacobson   has  been  our  Vice
               Age 71                   Chairman   since  May  1999.   Prior  to
                                        joining us, Mr.  Jacobson  was a partner
                                        at Richard A. Eisner & Company, LLP, our
                                        independent  auditors.  Mr.  Jacobson is
                                        also a director of Barnwell  Industries,
                                        Inc. Mr.  Jacobson became an officer and
                                        a director on May 3, 1999.

Board          Meetings:  In 1998, the Board held eleven meetings and acted once
               by unanimous written consent. Each incumbent director attended at
               least  75% of his or her  Board  meetings  and  all of his or her
               committee meetings.

Board
Committees:    The Board has standing Audit and  Compensation  Committees,  each
               currently consisting of Ms. Macon and Ms. Francy.

               The duties of the Audit Committee include:

               o    review with the independent  public accountants of the scope
                    of  their   audit,   the  audited   consolidated   financial
                    statements,  and any internal control comments  contained in
                    the  independent  public  accountants'   management  letter,
                    including corrective action taken by management;

               o    review of our interim unaudited financial reports;

               o    review  with  the  independent  public  accountants  of  the
                    adequacy of our internal accounting control systems; and

               o    review and approval of management's  recommendation  for the
                    appointment of outside independent public accountants.

               The  Audit Committee held one meeting during 1998.

               The duties of the Compensation Committee include:

               o    the  development,   administration  and  monitoring  of  our
                    executive  compensation  policies and the  recommendation to
                    the Board of those policies; and

               o    the annual review of the salaries of our executive officers,
                    including  our Chief  Executive  Officer.  When  setting the
                    salary of the executive  officers for 1999, the Compensation
                    Committee  considered the  compensation  for such persons in
                    previous years.

               The Compensation Committee held one meeting during 1998.

                                       10

<PAGE>


Indemnification of
Officers and
Directors:     We indemnify our  executive  officers and directors to the extent
               permitted by  applicable  law against  liabilities  incurred as a
               result of their service to us and against liabilities incurred as
               a result of their service as directors of other corporations when
               serving  at  our  request.  We  have  a  directors  and  officers
               liability  insurance  policy,   underwritten  by  Executive  Risk
               Indemnity,  Inc., in the aggregate  amount of $10.0 million.  The
               policy term is from  November 8, 1998 to November 8, 2000.  As to
               reimbursements  by the insurer of our  indemnification  expenses,
               the policy has a $150,000 deductible;  there is no deductible for
               covered  liabilities  of individual  directors  and officers.  In
               addition,  we have an excess  directors  and  officers  liability
               insurance policy,  underwritten by the Gulf Insurance Company, in
               the amount of $5 million.

Vote Required: The five nominees for director who receive the most votes will be
               elected.  The enclosed  proxy allows you to vote for the election
               of all of the nominees  listed,  to "withhold  authority to vote"
               for one or more of the  nominees  or to  "withhold  authority  to
               vote" for all of the nominees.

               If you do not  vote  for a  nominee,  or you  indicate  "withhold
               authority to vote" for any nominee, on your proxy card, your vote
               will not count either for or against the nominee.  Also,  if your
               broker does not vote on any of the three proposals,  it will have
               no effect on the election.

               The persons named in the enclosed  proxy intend to vote "FOR" the
               election of all of the nominees.  Each of the nominees  currently
               serves as a director and has consented to be nominated. We do not
               foresee that any of the  nominees  will be unable or unwilling to
               serve,  but if such a situation should arise your proxy will vote
               in accordance with his or her best judgment.

              THE BOARD RECOMMENDS THAT YOU VOTE "FOR" THE ELECTION
                      OF EACH OF THE NOMINEES FOR DIRECTOR.

                                       11

<PAGE>


                                   PROPOSAL 2:
                  APPOINTMENT OF INDEPENDENT PUBLIC ACCOUNTANTS

Generally:     We are asking you to ratify the Board's  selection  of Richard A.
               Eisner  &  Company,  LLP  as  our  independent  certified  public
               accountants  for  1999.  The  Audit  Committee   recommended  the
               selection  of  Richard  A.  Eisner &  Company,  LLP to the Board.
               Although the selection of auditors does not require ratification,
               we are submitting this proposal to you because the Board believes
               that  this  matter is of such  significance  as to  warrant  your
               participation.  If you do not ratify the appointment,  the Board,
               after  review  by  the  Audit   Committee,   will   consider  the
               appointment of other independent certified public accountants.

               A representative of Richard A. Eisner & Company,  LLP will attend
               the meeting to answer your questions.

Vote Required: The  affirmative  vote of a  majority  of the  votes  cast at the
               meeting, whether in person or by proxy, is required to ratify the
               selection of the auditors.

THE BOARD  RECOMMENDS THAT YOU VOTE "FOR" THE  RATIFICATION  AND APPROVAL OF THE
APPOINTMENT OF RICHARD A. EISNER & COMPANY, LLP AS OUR AUDITORS FOR 1999.

                                       12

<PAGE>


                SHAREHOLDER PROPOSALS FOR THE 2000 ANNUAL MEETING

If you wish to submit  proposals to be  presented at the 2000 Annual  Meeting of
our shareholders, the proposals must be received by us no later than January 31,
2000 for them to be included in our proxy materials for that meeting.


                                  OTHER MATTERS

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

YOU MAY OBTAIN A COPY OF OUR ANNUAL  REPORT ON FORM  10-KSB FOR THE FISCAL  YEAR
ENDED  DECEMBER  31,  1998 FILED WITH THE  SECURITIES  AND  EXCHANGE  COMMISSION
WITHOUT CHARGE BY WRITING TO: DANIEL IESU,  SECRETARY,  SIEBERT FINANCIAL CORP.,
885 THIRD AVENUE, SUITE 1720, NEW YORK, NEW YORK 10022 OR CALLING 800-872-0711.

                                          By Order of the Board of Directors


                                          Daniel Iesu
                                          Secretary

Dated: November 22, 1999


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


                      PLEASE VOTE - YOUR VOTE IS IMPORTANT

                                       13

<PAGE>
                             SIEBERT FINANCIAL CORP.

                                    P R O X Y

           THIS PROXY IS SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS

              ANNUAL MEETING OF SHAREHOLDERS -- DECEMBER 21, 1999



     The undersigned  hereby appoint Daniel Iesu and Mitchell M. Cohen, and each
of them, the proxies of the  undersigned,  with power of substitution to each of
them to vote all shares of Siebert  Financial  Corp.  which the  undersigned  is
entitled  to vote at the Annual  Meeting of  Shareholders  of Siebert  Financial
Corp. to be held at The Four Seasons Hotel,  57 East 57th Street,  New York, New
York on  Tuesday,  December  21,  1999 at 10:00  A.M.,  local  time,  and at any
adjournments thereof.

     Unless otherwise  specified in the spaces provided,  the undersigned's vote
will be cast FOR items (1) and (2).


          (Continued, and to be signed and dated, on the reverse side)


<PAGE>





1.       THE ELECTION OF DIRECTORS:
         FOR ALL NOMINEES LISTED BELOW
         [ ] (except as marked to the contrary below)

         WITHHOLD AUTHORITY
         [ ] (to vote for all nominees listed below)

NOMINEES: Muriel F. Siebert,  Nicholas P. Dermigny,  Patricia L. Francy, Jane H.
          Macon and Daniel Jacobson

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

2.       Ratification  of  selection  of  Richard A.  Eisner &  Company,  LLP as
         independent accountants:
         FOR [ ]    AGAINST [ ]     ABSTAIN [ ]

3.       In their  discretion  on any other  business  which may  properly  come
         before the meeting or any adjournments thereof.

                                           Please sign exactly as your
                                           name or names appear above.
                                           When  signing as  attorney,
                                           executor,    administrator,
                                           trustee or guardian, please
                                           give  your  full  title  as
                                           such.


                                           -----------------------------
                                           (Signature of Stockholder)


                                           -----------------------------
                                           (Signature of Joint Owner,
                                           if any)

                                           Date _________________, 1999


Votes MUST be indicated (x) in Black or Blue Ink.
Please Sign and Return Promptly in Enclosed Envelope. No Postage is Required.


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