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Managing wealth is our craft

We’re committed to understanding what wealth means for you.

At UBS, excellence comes from nurturing the best of our heritage, mastering the details and delivering the expertise you need to turn your financial vision into a reality. The result? Financial advice that is finely crafted for what matters most to you.

Defining your priorities. Pursuing what matters.

Our experience and structured planning process drives a comprehensive financial plan and customized investment strategies. Depending on where you are in your life and the priorities that matter most, our planning conversations may focus on liquidity management, your cash flow needs, asset replacement solutions such as insurance, estate planning strategies, or tax and legal structures such as trusts and philanthropic vehicles.

UBS and Credit Suisse—stronger than ever

Our formal integration with Credit Suisse marks an unprecedented level of strength in our history—all in support of your financial goals. For more than 160 years, we’ve been tested and proven resilient—guiding our clients through a wide range of financial challenges and market opportunities. And we continue to demonstrate our leadership among the largest, and most respected, global banks.

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ElectionWatch: The race, world, and investments

Multigenerational wealth planning

Strategies for each generation of your family

A lifetime financial strategy. We help you see how all aspects of your financial life are interrelated and how each decision can affect your entire wealth picture over time. By focusing specifically on preserving multigenerational wealth, we can help you navigate the intersection of family, business, finance and legacy.

Our approach can help you organize your financial life into three key dimensions: Liquidity—to help provide cash flow for short-term expenses, Longevity—for longer-term needs and Legacy—for needs that go beyond your own. Through the plan we create together, we can help you pursue what matters most today, tomorrow and for generations to come.

_{Time frames may vary. Strategies are subject to individual client goals, objectives and suitability. This approach is not a promise or guarantee that wealth, or any financial results, can or will be achieved. All investments involve the risk of loss, including the risk of loss of the entire investment.}

A national footprint. Local values.

Although we work with clients throughout the country, our multigenerational team has deep roots. We understand that money means freedom. You have worked hard to build your wealth and we promise to work just as hard to preserve it.

We’ll work with you to set the right financial plan in place, wherever you are in life. We start by listening to your needs and learning about what you value most. We then meet regularly and speak often as we review the performance of your investments and make adjustments for life changes and economic conditions.

Jeffrey S. Ritch Sr.

First Vice President–Wealth Management

Financial Advisor
View bio
- AL
- AR
- AZ
- CA
- CO
- CT
- FL
- GA
- HI
- IN
- MA
- MD
- MO
- NC
- NJ
- NY
- RI
- SC
- VA
- WI
Jeff was born and raised in St. Petersburg, Florida. After graduating from St. Petersburg High School, Jeff attended Mercer University in Macon, Georgia where he earned a B.A. in Political Science and a minor in History. After graduation Jeff began his career in the financial services industry as a commercial lending officer for a local bank. After 13 years in the banking industry Jeff joined his father at Merrill Lynch as a financial advisor. After 20+ years with Merrill Lynch he proudly joined UBS Financial Services as a First Vice President-Wealth Management.

Jeff has long been an advocate for community involvement. He has held several leadership positions including past president and board member of the local Kiwanis Club and various other local community organizations. He was also a 1990 graduate of Leadership St. Pete, a leadership program sponsored by the St. Petersburg Chamber of Commerce.

Jeff along with his team provide first class service, advice and guidance to individuals and small to medium businesses in investment management, retirement planning, estate planning and liability management.

Jeff is an avid sports fan and supports our local college and professional sports teams. He enjoys watching and attending sporting events and has long supported local youth sports. His hobbies are playing golf and spending time with his grandchildren.
150 Second Avenue North
Suite 1000
Saint Petersburg, FL 33701
Jeffrey S. Ritch Jr.

Financial Advisor
View bio
- AL
- AR
- AZ
- CA
- CO
- CT
- FL
- GA
- HI
- IN
- MA
- MD
- MO
- NC
- NJ
- NY
- RI
- SC
- VA
- WI
Jeff joined Generational Wealth Partners in 2021, bringing with him 10 years of experience in advising individuals, families and business owners in reaching their financial goals. Jeff serves a diverse group of clients and puts character and integrity at the forefront of all these relationships as they entrust him with the privilege to manage and protect their wealth.

In addition to being a fourth generation St. Petersburg native, Jeff is also a third generation Financial Advisor in St. Petersburg, which has created a deep connection to the community as well as the financial services industry. This rich history gives way to the unique perspective and time honored experience Generational Wealth Partners provides clients of the Tampa Bay Area and beyond.

As a former college athlete, Jeff loves a variety of sports; including college football, baseball, fishing, hunting and golf. He has been an active member of the Pinellas Area Referees Association for 12 years, officiating high school basketball in Pinellas County. Jeff lives in the beautiful St. Pete neighborhood of Coquina Key with his wife Lauren and their two girls, Sydney and Stella.
150 Second Avenue North
Suite 1000
Saint Petersburg, FL 33701
Rose-Marie Bien

Client Associate
View bio
150 Second Avenue North
Suite 1000
Saint Petersburg, FL 33701

Jeffrey S. Ritch Sr.

First Vice President–Wealth Management

Financial Advisor
View bio
- AL
- AR
- AZ
- CA
- CO
- CT
- FL
- GA
- HI
- IN
- MA
- MD
- MO
- NC
- NJ
- NY
- RI
- SC
- VA
- WI
Jeff was born and raised in St. Petersburg, Florida. After graduating from St. Petersburg High School, Jeff attended Mercer University in Macon, Georgia where he earned a B.A. in Political Science and a minor in History. After graduation Jeff began his career in the financial services industry as a commercial lending officer for a local bank. After 13 years in the banking industry Jeff joined his father at Merrill Lynch as a financial advisor. After 20+ years with Merrill Lynch he proudly joined UBS Financial Services as a First Vice President-Wealth Management.

Jeff has long been an advocate for community involvement. He has held several leadership positions including past president and board member of the local Kiwanis Club and various other local community organizations. He was also a 1990 graduate of Leadership St. Pete, a leadership program sponsored by the St. Petersburg Chamber of Commerce.

Jeff along with his team provide first class service, advice and guidance to individuals and small to medium businesses in investment management, retirement planning, estate planning and liability management.

Jeff is an avid sports fan and supports our local college and professional sports teams. He enjoys watching and attending sporting events and has long supported local youth sports. His hobbies are playing golf and spending time with his grandchildren.
150 Second Avenue North
Suite 1000
Saint Petersburg, FL 33701
Jeffrey S. Ritch Jr.

Financial Advisor
View bio
- AL
- AR
- AZ
- CA
- CO
- CT
- FL
- GA
- HI
- IN
- MA
- MD
- MO
- NC
- NJ
- NY
- RI
- SC
- VA
- WI
Jeff joined Generational Wealth Partners in 2021, bringing with him 10 years of experience in advising individuals, families and business owners in reaching their financial goals. Jeff serves a diverse group of clients and puts character and integrity at the forefront of all these relationships as they entrust him with the privilege to manage and protect their wealth.

In addition to being a fourth generation St. Petersburg native, Jeff is also a third generation Financial Advisor in St. Petersburg, which has created a deep connection to the community as well as the financial services industry. This rich history gives way to the unique perspective and time honored experience Generational Wealth Partners provides clients of the Tampa Bay Area and beyond.

As a former college athlete, Jeff loves a variety of sports; including college football, baseball, fishing, hunting and golf. He has been an active member of the Pinellas Area Referees Association for 12 years, officiating high school basketball in Pinellas County. Jeff lives in the beautiful St. Pete neighborhood of Coquina Key with his wife Lauren and their two girls, Sydney and Stella.
150 Second Avenue North
Suite 1000
Saint Petersburg, FL 33701
Rose-Marie Bien

Client Associate
View bio
150 Second Avenue North
Suite 1000
Saint Petersburg, FL 33701