As filed with the Securities and Exchange Commission on December 15, 1998
                                                      Registration No. 333-49843
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                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549

   
                                 POST-EFFECTIVE
                                 AMENDMENT NO. 4
                                       TO
                                    FORM S-1
                             REGISTRATION STATEMENT
                                      UNDER
                           THE SECURITIES ACT OF 1933
    


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




                                                                   
          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)


                          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)



                                                     
                                                                             Copy to:
                  Muriel F. Siebert                                     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)


  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 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.


   
                       SUPPLEMENT dated December 15, 1998
                      to PROSPECTUS dated November 6, 1998

                             SIEBERT FINANCIAL CORP.

         Primarily  due to  market  conditions,  Siebert  Financial  Corp.  (the
"Company") has further  extended the expiration  date of its offering to holders
of record of its Common Stock  outstanding  as of July 29, 1998 of  transferable
subscription  rights to subscribe for and purchase  additional  shares of Common
Stock for a price of $7.50 per share  from 5:00  p.m.,  New York City  time,  on
Tuesday,  December 15, 1998 to 5:00 p.m., New York City time, on Friday, January
15,  1999 (the  "Extended  Expiration  Date").  As of the close of  business  on
Friday,  December 11, 1998,  rights to purchase an aggregate of 21,219 shares of
Common Stock had been exercised pursuant to the Basic Subscription Privilege and
the  Oversubscription  Privilege.  SHAREHOLDERS  ARE  ENCOURAGED TO CONSIDER THE
RIGHTS  OFFERING  CAREFULLY  PRIOR TO THE EXTENDED  EXPIRATION  DATE.  After the
Extended  Expiration  Date,  the Rights  Offering  will be null and void  unless
further extended (which is not now contemplated).

         The  Company  has  decided  to permit  any  holder  of Rights  that has
exercised   the  Basic   Subscription   Privilege   and,  if   applicable,   the
Oversubscription  Privilege, prior to 5:00 p.m. on Tuesday, December 15, 1998 to
revoke either or both such exercise(s) prior to the Extended Expiration Date. In
order to effect such a revocation, a written or facsimile transmission notice of
revocation must be received by the Subscription Agent, American Stock Transfer &
Trust Company, at its address set forth in the Prospectus, prior to the Extended
Expiration  Date. Any such notice of revocation must (i) specify the name of the
person  who  has  exercised  the  Basic  Subscription  and/or   Oversubscription
Privilege being revoked, (ii) identify the Subscription Certificate(s) for which
a subscription  exercise is being revoked  (including the certificate  number or
numbers  and the number of shares of Common  Stock for which  such  Subscription
Certificate(s)  may be exercised)  and (iii) be signed by the holder in the same
manner as the original signature on the Subscription  Certificate(s)  previously
tendered (including any required signature guarantees).  All questions as to the
validity,  form and  eligibility  (including  time of receipt  thereof)  of such
notices  will  be  determined  by the  Company  in its  sole  discretion,  which
determination  shall be final  and  binding  on all  parties.  Any  Subscription
Certificate for which a right of exercise has been revoked will be deemed not to
have been validly  tendered for purposes of the Rights Offering and no shares of
Common  Stock will be issued  with  respect  thereto  unless  such  Subscription
Certificate is validly retendered.  Properly revoked  Subscription  Certificates
may be retendered by following the procedures  described in the Prospectus under
"The  Rights  Offering - Exercise  of Rights" at any time prior to the  Extended
Expiration  Date.  NO  EXERCISE  OF THE BASIC  SUBSCRIPTION  PRIVILEGE  AND,  IF
APPLICABLE,  THE OVERSUBSCRIPTION PRIVILEGE AFTER TUESDAY, DECEMBER 15, 1998 MAY
BE REVOKED.

         For further information concerning the Rights Offering, see "The Rights
Offering" in the Prospectus  delivered  previously.  Any questions regarding the
Rights Offering or the extension of the Rights  Offering  expiration date may be
directed to D.F.  King & Co., the  information  agent  appointed  for the Rights
Offering, 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
    


PROSPECTUS

                             SIEBERT FINANCIAL CORP.

                                 Rights Offering

                        1,100,000 Shares of Common Stock
                                 $7.50 per share


Siebert Financial Corp.
885 Third Avenue, Suite 1720
New York, New York 10022

We are a retail  discount  brokerage  and  municipal  and  corporate  investment
banking firm  operating  through our wholly owned  subsidiary,  Muriel Siebert &
Co., Inc.

IF YOU WERE A SHAREHOLDER OF THE COMPANY ON JULY 29, 1998, YOU HAVE BEEN GRANTED
A TRANSFERABLE  RIGHT (A "RIGHT") TO PURCHASE  ADDITIONAL SHARES OF COMMON STOCK
FOR A SUBSCRIPTION PRICE OF $7.50 PER SHARE.

THE  OFFERING:
- ----------------------------------------------------------
                    Per Share           Total
- ----------------------------------------------------------

Price to
Shareholders:         $7.50          $8,250,000

Proceeds to
Siebert*:             $7.50          $8,250,000

- ----------------------------------------------------------
*BEFORE DEDUCTING ESTIMATED OFFERING EXPENSES OF $235,000.

Certain terms of the Offering:

o  You (or anyone to whom you  transfer  your  Rights) may purchase one share of
   Common Stock for each share of Common Stock held by you on July 29, 1998.

o  In  addition,  if you  purchase  as many new  shares of Common  Stock in this
   offering as you held on July 29, 1998 and other  shareholders do not purchase
   all of the shares that they are entitled to purchase, you will have the right
   to purchase  the shares of Common Stock that the other  shareholders  elected
   not to purchase,  subject to the limitations described under the heading "The
   Rights Offering."

o  Once you have exercised your Right to purchase shares of Common Stock in this
   offering,  you may revoke your exercise only under the  conditions  described
   under the heading "The Rights Offering."

o  Your Right to purchase  shares of Common Stock in this offering  commenced on
   July 31, 1998 and, as extended as of the date of this Prospectus,  expires on
   December 15, 1998.

INVESTING  IN THE  COMMON  STOCK  INVOLVES  CERTAIN  RISKS.  SEE "RISK  FACTORS"
BEGINNING ON PAGE 9.

NEITHER  THE  SECURITIES  AND  EXCHANGE  COMMISSION  NOR  ANY  STATE  SECURITIES
COMMISSION HAS APPROVED OR DISAPPROVED THESE  SECURITIES,  OR DETERMINED IF THIS
PROSPECTUS  IS TRUTHFUL OR  COMPLETE.  ANY  REPRESENTATION  TO THE CONTRARY IS A
CRIMINAL OFFENSE.


          ------------------------------------------------------------
                  Closing sale price of the Common Stock in the
                   Nasdaq SmallCap Market on November 4, 1998:
                                $6.875 per share
          ------------------------------------------------------------

                   Trading Symbols in Nasdaq SmallCap Market:
                               Common Stock: SIEB
                     Rights Offered in this Offering: SIEBR

                The date of this Prospectus is November 6, 1998.


PROSPECTIVE  INVESTORS  MAY  RELY  ONLY  ON THE  INFORMATION  CONTAINED  IN THIS
PROSPECTUS.  NEITHER THE COMPANY  NOR SIEBERT HAS  AUTHORIZED  ANYONE TO PROVIDE
PROSPECTIVE  INVESTORS  WITH  INFORMATION  DIFFERENT FROM THAT CONTAINED IN THIS
PROSPECTUS.  THIS  PROSPECTUS  IS NOT AN OFFER TO SELL NOR IS IT AN OFFER TO BUY
THESE SECURITIES IN ANY  JURISDICTION  WHERE THE OFFER OR SALE IS NOT PERMITTED.
THE  INFORMATION  CONTAINED IN THIS PROSPECTUS IS CORRECT ONLY AS OF THE DATE OF
THIS  PROSPECTUS,  REGARDLESS OF THE TIME OF THE DELIVERY OF THIS  PROSPECTUS OR
ANY SALE OF THESE SECURITIES.

NO ACTION IS BEING TAKEN IN ANY JURISDICTION OUTSIDE THE UNITED STATES TO PERMIT
A  PUBLIC  OFFERING  OF  THE  RIGHTS  OR  THE  COMMON  STOCK  OR  POSSESSION  OR
DISTRIBUTION OF THIS PROSPECTUS IN ANY SUCH JURISDICTION.  PERSONS WHO COME INTO
POSSESSION  OF THIS  PROSPECTUS IN  JURISDICTIONS  OUTSIDE THE UNITED STATES AND
CANADA ARE REQUIRED TO INFORM  THEMSELVES  ABOUT AND TO OBSERVE ANY RESTRICTIONS
AS TO THIS OFFERING AND THE  DISTRIBUTION OF THIS PROSPECTUS  APPLICABLE IN THAT
JURISDICTION.


                              AVAILABLE INFORMATION

         The  Company  files  annual,   quarterly  and  current  reports,  proxy
statements and other information with the Commission.  You may read and copy any
reports,  statements or other  information  on file at the  Commission's  public
reference  room in Washington,  D.C. You can request copies of those  documents,
upon payment of a  duplicating  fee, by writing to the  Securities  and Exchange
Commission  (the  "Commission").  You can also  inspect and copy these  reports,
statements and other information 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.

         The Company  has filed a  Registration  Statement  on Form S-1 with the
Commission.  This Prospectus,  which forms a part of the Registration Statement,
does not contain all of the information included in the Registration  Statement.
Certain  information  is  omitted  and  you  should  refer  to the  Registration
Statement and its exhibits.  With respect to references  made in this Prospectus
to any  contract  or other  document of the  Company,  such  references  are not
necessarily  complete  and you  should  refer to the  exhibits  attached  to the
Registration  Statement for copies of the actual  contract or document.  You may
review a copy of the Registration Statement at the Commission's public reference
room in Washington,  D.C. and at the  Commission's  regional offices in Chicago,
Illinois and New York, New York.  Please call the  Commission at  1-800-SEC-0330
for further  information  on the  operation of the public  reference  room.  The
Company's  filings  and the  Registration  Statement  can  also be  reviewed  by
accessing the Commission's Internet site at http://www.sec.gov.

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                               PROSPECTUS SUMMARY

         THIS  SUMMARY  HIGHLIGHTS   INFORMATION  CONTAINED  ELSEWHERE  IN  THIS
PROSPECTUS.  THIS  SUMMARY  IS NOT  COMPLETE  AND  MAY  NOT  CONTAIN  ALL OF THE
INFORMATION THAT YOU SHOULD CONSIDER BEFORE  EXERCISING THE RIGHTS AND INVESTING
IN THE COMMON STOCK. YOU SHOULD READ THE ENTIRE PROSPECTUS CAREFULLY,  INCLUDING
THE  FINANCIAL   STATEMENTS  AND  RELATED  NOTES  APPEARING  ELSEWHERE  IN  THIS
PROSPECTUS OR INCORPORATED BY REFERENCE INTO THIS PROSPECTUS.  THE FINANCIAL AND
OTHER INFORMATION  ABOUT SIEBERT  FINANCIAL CORP.  CONTAINED IN THIS SUMMARY HAS
BEEN ADJUSTED TO GIVE EFFECT TO THE 4 FOR 1 STOCK SPLIT EFFECTIVE APRIL 7, 1998.
THIS  PROSPECTUS  CONTAINS  FORWARD-LOOKING  STATEMENTS  THAT INVOLVE  RISKS AND
UNCERTAINTIES.  ACTUAL  EVENTS OR  RESULTS  MAY  DIFFER  MATERIALLY  FROM  THOSE
INDICATED  BY SUCH  FORWARD-LOOKING  STATEMENTS.  SOME OF THE FACTORS THAT COULD
CAUSE  ACTUAL  RESULTS  TO  DIFFER   MATERIALLY  FROM  THOSE  INDICATED  BY  THE
FORWARD-LOOKING  STATEMENTS IN THIS  PROSPECTUS  ARE SET FORTH UNDER THE HEADING
"RISK FACTORS."

                                   THE COMPANY

         Siebert  Financial  Corp.  (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.  The Company has signed a letter of intent to purchase
the retail  customer  accounts of Donald K.  Cowles and of Cowles,  Sabol & Co.,
Inc. of Encino,  California.  Although the Company intends to pursue acquisition
opportunities,  there  can be no  assurance  that  the  Company  will be able to
successfully consummate this or any other 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 of the Company 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

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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  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 person who was a shareholder of
                                            the  Company  on July  29,  1998 has
                                            been granted a transferable Right to
                                            purchase  one share of Common  Stock
                                            for each share of Common  Stock held
                                            by  that  shareholder  on  July  29,
                                            1998.    The   Company's    majority
                                            shareholder,  Chair  and  President,
                                            Muriel F.  Siebert,  has  waived her
                                            right   to   participate   in   this
                                            offering   in  order  to   encourage
                                            increased  public  ownership  of the
                                            Common  Stock.  Up to  approximately
                                            1,100,000  shares  of  Common  Stock
                                            will be sold  upon  exercise  of the
                                            Rights offered in this offering. For
                                            more  information  about the  Rights
                                            offered in this  offering,  see "THE
                                            RIGHTS OFFERING -- The Rights."

Subscription Price..........................The  holder  of a Right  offered  in
                                            this offering may purchase shares of
                                            Common Stock at a subscription price
                                            of $7.50 per share, payable in cash.
                                            This  price 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 on
                                            July  31,  1998,  the  date on which
                                            this  offering  commenced.  See "THE
                                            RIGHTS   OFFERING  --   Subscription
                                            Price" and  "--Opinion  of Financial
                                            Adviser."

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

Record Date.................................Wednesday, July 29, 1998

Extended Expiration Date....................Tuesday,  December 15, 1998, at 5:00
                                            p.m., New York City time.

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

Oversubscription
Privilege...................................In  addition,  each person who was a
                                            shareholder  of the  Company on July
                                            29, 1998 and who fully exercises all
                                            Rights  distributed  to such  person
                                            will be entitled to purchase, at the
                                            Subscription Price, shares of Common
                                            Stock   that   are   not   otherwise
                                            purchased pursuant to the


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                                            exercise   of  Rights,   subject  to
                                            proration   by  the  Company   under
                                            certain circumstances. If the number
                                            of  shares   of  Common   Stock  not
                                            purchased  by the other  holders  of
                                            Rights upon exercise of their Rights
                                            under   the    Basic    Subscription
                                            Privilege is insufficient to satisfy
                                            all  subscriptions  pursuant to this
                                            Oversubscription    Privilege,   the
                                            shares         available         for
                                            oversubscription  will be  allocated
                                            pro rata (subject to the elimination
                                            of  fractional  shares)  among those
                                            holders  of Rights  exercising  this
                                            Oversubscription     Privilege    in
                                            proportion  to the  number of shares
                                            requested  by them  pursuant to this
                                            Oversubscription Privilege. See "THE
                                            RIGHTS   OFFERING  --   Subscription
                                            Privileges    --    Oversubscription
                                            Privilege."

Transferability of Rights...................The   Rights   are    evidenced   by
                                            subscription            certificates
                                            ("Subscription  Certificates").  The
                                            Rights  are  transferable  and  have
                                            traded, and are expected to continue
                                            to  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
                                            Extended  Expiration Date. There can
                                            be no  assurance,  however,  that  a
                                            market for the Rights will  continue
                                            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 at the request of any
                                            holder     who     has     delivered
                                            Subscription Certificates,  together
                                            with properly executed  instructions
                                            for sale, to the Subscription  Agent
                                            by 11:00  a.m.,  New York City time,
                                            on Monday,  December 14,  1998.  Any
                                            brokerage   commission,   taxes  and
                                            other  direct  expenses of sale must
                                            be   paid   by   the   holder.   The
                                            Subscription  Agent  may not be able
                                            to sell any Rights and the prices at
                                            which the Subscription  Agent may be
                                            able to sell the  Rights  may  vary.
                                            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.............Rights may be  exercised by properly
                                            completing     the      Subscription
                                            Certificate  and  forwarding  it (or
                                            following  the  Guaranteed  Delivery
                                            Procedures    described    in   this
                                            Prospectus),  together  with payment
                                            of the  Subscription  Price  for the
                                            underlying  shares of  Common  Stock
                                            being purchased, to the Subscription
                                            Agent on or  prior  to the  Extended
                                            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."

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Revocation .................................Any   holder  of  Rights   that  has
                                            exercised  the  Basic   Subscription
                                            Privilege  or,  if  applicable,  the
                                            Oversubscription Privilege, prior to
                                            5:00 p.m.  on  Friday,  November  6,
                                            1998 may  revoke  either  or both of
                                            such exercises prior to the Extended
                                            Expiration   Date.   To   revoke  an
                                            exercise,  the  holder  must  send a
                                            written  notice of revocation to the
                                            Subscription Agent (by mail, courier
                                            or  facsimile  transmission)  at its
                                            address  set forth  below  under the
                                            heading  "THE  RIGHTS   OFFERING  --
                                            Exercise   of    Rights."    For   a
                                            revocation  to  be  effective,   the
                                            notice   of   revocation   must   be
                                            received by the  Subscription  Agent
                                            prior  to  the  Extended  Expiration
                                            Date. A notice of  revocation  must:
                                            (1)  specify  the name of the person
                                            who has  exercised  the Right  being
                                            revoked,     (2)     identify    the
                                            Subscription    Certificate(s)   for
                                            which an exercise  is being  revoked
                                            (including the certificate number(s)
                                            and the  number  of shares of Common
                                            Stock  for which  such  Subscription
                                            Certificate(s) may be exercised) and
                                            (3) be signed  by the  holder in the
                                            same   manner   as   the    original
                                            signature   on   the    Subscription
                                            Certificate(s)  previously  tendered
                                            (including  any  required  signature
                                            guarantees). All questions as to the
                                            validity,   form   and   eligibility
                                            (including time of receipt  thereof)
                                            of such notices  will be  determined
                                            by   the   Company   in   its   sole
                                            discretion,    which   determination
                                            shall be final  and  binding  on all
                                            parties.       Any      Subscription
                                            Certificate  for  which a  right  of
                                            exercise  has been  revoked  will be
                                            deemed  not  to  have  been  validly
                                            tendered   for   purposes   of  this
                                            offering  and no  shares  of  Common
                                            Stock  will be issued  with  respect
                                            thereto  unless  such   Subscription
                                            Certificate  is validly  retendered.
                                            Properly    revoked     Subscription
                                            Certificates  may be  retendered  by
                                            following the  procedures  described
                                            in this Prospectus under "THE RIGHTS
                                            OFFERING  -  Exercise  of Rights" at
                                            any  time  prior  to  the   Extended
                                            Expiration  Date. NO EXERCISE OF THE
                                            BASIC SUBSCRIPTION PRIVILEGE AND, IF
                                            APPLICABLE,   THE   OVERSUBSCRIPTION
                                            PRIVILEGE AFTER FRIDAY,  NOVEMBER 6,
                                            1998 MAY BE REVOKED.

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 Monday,  December 14, 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."

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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
                                            Extended       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  Extended
                                            Expiration   Date  and   after   all
                                            prorations  have been effected.  See
                                            "THE RIGHTS OFFERING -- Subscription
                                            Privileges."

Use of Proceeds.............................The net  proceeds  from  the sale of
                                            Common  Stock upon  exercise  of the
                                            Rights offered in this 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."

Shares of Common Stock
  Outstanding prior to
   this Offering............................Approximately    21,007,000   shares
                                            outstanding on the Record Date.

Shares of Common Stock
  Outstanding after this Offering...........Approximately    22,107,000   shares
                                            based  on  the   number   of  shares
                                            outstanding  on the  Record  Date if
                                            all Rights are exercised.

Risk Factors ...............................In addition to the other information
                                            contained in this Prospectus and the
                                            documents  incorporated by reference

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

                                       7


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

                                            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."


                                       8

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



                                  RISK FACTORS

         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.  YOU SHOULD READ THE
ENTIRE PROSPECTUS AND CAREFULLY CONSIDER ALL OF THE INFORMATION CONTAINED IN IT.
IN PARTICULAR,  BECAUSE AN INVESTMENT IN THE COMPANY INVOLVES CERTAIN RISKS, YOU
SHOULD  CAREFULLY  CONSIDER  THE  INFORMATION  SET FORTH BELOW PRIOR TO DECIDING
WHETHER TO EXERCISE OR SELL YOUR RIGHTS.

MARKET CONDITIONS

         The  securities  business  is, by its  nature,  subject to  significant
risks, particularly in volatile or illiquid markets. These risks include:

         o the risk of trading losses;
         o losses resulting from the ownership or underwriting of securities;
         o counterparty  failure to meet commitments;
         o customer fraud, employee fraud, and issuer fraud;
         o errors and misconduct;
         o failures   in   connection   with  the   processing   of   securities
           transactions; and
         o 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:

         o economic and political conditions;
         o broad trends in business and finance;
         o legislation and regulation  affecting the national and  international
           business and financial communities;
         o currency values; 
         o inflation and general market conditions;
         o the  availability  and cost of  short-term  or long-term  funding and
           capital;
         o the credit capacity or perceived  creditworthiness  of the securities
           industry in the marketplace; and
         o 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.  This, in turn,  may result in the
Company having difficulty selling  securities.  Such negative market conditions,
if prolonged, may also lower the Company's

                                       9


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
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 three  quarters 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.  Siebert's
commission  income per customer  trade is trending  down as the number of trades
done on SiebertNet  increases.  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."

                                       10


INTERNET DEVELOPMENT

         Although   the  Company  has  been   offering   internet   trading  for
approximately  two  years,  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.
The revenues,  if any, generated from this offering are likely to be realized in
subsequent accounting periods. This may initially have a material adverse effect
on the Company's results of operations. See "Use of Proceeds."

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

                                       11


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. Changing
prices and  decreased  liquidity  could  limit the  Company's  ability to resell
securities  that it has purchased or to repurchase  securities  that it has 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.

RISKS ASSOCIATED WITH FEDERAL AND STATE REGULATION

         Both the Company's business and the securities  industry as a whole are
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, whose
interests may not be aligned with the  interests of the Company's  shareholders.
In addition,  self-regulatory  organizations  and other regulatory bodies in the
United States, such as the Commission, 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 Commission,  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. This, in

                                       12


turn,  could limit the ability of the Company to implement  its  strategies.  In
addition,  a change in these rules, or the imposition of new rules,  that affect
the scope, coverage, calculation or amount of the net capital requirements could
have an advserse  effect on the Company.  A  significant  operating  loss or any
unusually  large charge against net capital could have a similar adverse effect.
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 opened
offices in San  Francisco  and  Seattle  and  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 material  adverse  effect upon
the Company.  The Company  intends to build up and promote its internet  trading
service and to expend  approximately  $5 million  principally on advertising and
promotion of the internet service,  development of such service and salaries for
additional personnel for such service. See "Use of Proceeds."

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 offering.  Muriel F. Siebert
will own or control  20,434,000 of those shares.  Ms.  Siebert's  shares will be
"restricted  securities"  under the  Securities  Act of 1933,  as  amended  (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.  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  255,000
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.

                                       13


Moreover,  there can be no assurance  that a market for the Rights will continue
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 on
July 31, 1998, the date on which this offering  commenced.  However,  consistent
with recent  market  trends,  the market price of the Common Stock has been less
than the  Subscription  Price on numerous  occasions.  There can be no assurance
that a  subscribing  Rights  holder will be able to sell shares of Common  Stock
purchased in this offering at a price equal to or greater than the  Subscription
Price.  When made,  the election of a Rights  holder to exercise  Rights in this
offering  is  irrevocable,   subject  to  certain  exceptions.  Moreover,  until
certificates are delivered,  subscribing  Rights holders may not be able to sell
the  Common  Stock  that  they have  purchased  in this  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
Extended  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 Extended  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.

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 this 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 this 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 July 29, 1998 (the  "Record
Date"),  the consummation of this 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 this  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 this offering.  Holders of restricted  stock
pursuant to the Company's Restricted Stock Award Plan will be

                                       14


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 this 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 this  offering are not clear as to certain
aspects of the analysis required to avoid such a taxable  distribution,  and the
tax  consequences  of this  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 this offering.  See "THE
RIGHTS     OFFERING--Certain     Federal    Income    Tax     Consequences    to
Holders--Constructive Distributions under Section 305 of the Code."

IMMEDIATE DILUTION

         Subscribing Rights holders will experience  dilution,  upon the sale of
such Common  Stock,  in net tangible  book value of $6.55 per share,  based on a
subscription price of $7.50 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 Securities  Exchange
Act of 1934, as amended (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 "Risk  Factors"  portion of, and  elsewhere in, this
Prospectus.

                                       15


                                 USE OF PROCEEDS

         The net  proceeds  available  to the  Company  from this  offering  are
estimated to be $8,015,000  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 $5 million of the net proceeds
from this 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,  although  such  amount  may be  higher  or lower
depending on if the Company  deems the results from the initial  expenditure  of
such amount successful and it raises sufficient funds. 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, June
23, 1998 and September 25, 1998 dividends of $.0225,  $.0225,  $.03 and $.03 per
share were  declared  for all  shareholders  of record as of December  30, 1997,
March 20, 1998, July 9, 1998 and October 9, 1998, respectively.  Ms. Siebert, as
the majority  shareholder  of the Company,  waived her right to receive the four
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 or September 25 dividends 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



                           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 29, 1998)  ............   $11.50     $9.25

   Fourth Quarter - 1998 (through November 4, 1998)..........    $7.69     $6.25


         The closing price of the Common Stock on the Nasdaq  SmallCap Market on
November 4, 1998 was $6.875 per share.

         As of November 4, 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


                                 CAPITALIZATION

         The  following  table sets forth the  capitalization  of the Company at
September  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 $7.50 assuming all of the Rights are exercised.  See "Use
of Proceeds."


                                                      September 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, 21,004,960 shares issued and
outstanding at September 30, 1998 and
21,104,960 shares issued and outstanding,
as adjusted                                              210             221

Additional paid-in capital                             6,691          14,695

Retained earnings                                      6,042           6,042
                                                   ---------        --------
Total shareholders' equity                            12,943          20,958
                                                   ---------        --------
Total capitalization                               $  15,943        $ 23,958
                                                   =========        ========

                                       18


                             SELECTED FINANCIAL DATA

          The selected consolidated  financial data set forth below for the nine
months ended  September  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.



                                      Nine Months Ended 
                                         September 30,                               Year Ended December 31,
                                  -------------------------   -------------------------------------------------------------------
                                      1998          1997          1997          1996          1995          1994          1993
                                  -----------   -----------   -----------   -----------   -----------   -----------   -----------
                                                                                                         
Income statement data:
   Revenues:
    Commissions and fees ....     $13,998,015   $13,815,520   $18,879,674   $20,105,127   $15,645,334   $12,128,797   $14,349,051
    Investment banking ......       3,042,887     2,975,917     4,487,594     2,532,795     1,396,967     1,536,030     2,462,309
    Trading profits .........         960,658     1,704,976     1,795,104       868,823     2,608,078     3,215,288     3,133,722
    Interest from equity
      investee ..............         427,419
    Interest and dividends ..         535,307       508,817       704,911       656,434     1,389,612       462,618       261,198
                                  -----------   -----------   -----------   -----------   -----------   -----------   -----------
                                   18,694,286    19,005,230    25,867,283    24,163,179    21,039,991    17,342,733    20,206,280
                                  -----------   -----------   -----------   -----------   -----------   -----------   -----------

   Expenses:
    Employee compensation and
      benefits (1) ..........       6,041,361     5,825,992     8,208,006     9,753,847     8,586,116     6,132,899     8,999,567
    Clearing fees, including
      floor brokerage .......       1,987,846     3,415,125     4,675,368     4,585,398     4,249,050     3,967,558     4,473,740
    Advertising and promotion       1,269,085     2,180,593     2,751,755     3,265,692     2,485,426     2,299,030     2,171,858
    Communications ..........       1,269,020     1,211,702     1,446,817     1,359,325     1,119,189     1,001,957       896,986
    Occupancy ...............         413,012       490,025       648,763       403,534       326,089       323,123       323,235
    Interest ................         267,915       284,760       418,405       290,465       568,326       602,759       323,876
    Other general and
      administrative ........       2,166,734     2,245,177     3,043,068     2,339,483     2,461,122     2,458,237     1,932,143
                                  -----------   -----------   -----------   -----------   -----------   -----------   -----------
                                   13,414,973    15,653,374    21,192,182    21,997,744    19,795,318    16,785,563    19,121,405
                                  -----------   -----------   -----------   -----------   -----------   -----------   -----------
Income before provision for
  income taxes.................     5,549,313     3,351,856     4,675,101     2,165,435
Provision for income taxes.....     2,305,935     1,474,485     2,057,000       201,000
                                  -----------   -----------   -----------   -----------
Net income - historical........    $3,243,378    $1,877,371   $ 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.................          $.15          $.09          $.12
    Pro forma..................                                                    $.06          $.03          $.01          $.03
    Supplemental pro forma.....                                                    $.14
Weighted average shares deemed 
  outstanding (basic)..........    20,995,999    20,949,160    20,949,484    20,943,588    20,943,588    20,943,588    20,943,588
Weighted average shares deemed 
  outstanding (diluted)........    21,674,383    20,949,160    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.................   $18,986,788   $18,394,162   $17,881,589   $14,372,708   $16,291,195   $ 9,372,230   $12,161,104
  Total liabilities excluding
  subordinated borrowings......     3,044,139     5,144,167     5,209,032     4,271,143     9,154,065     3,479,773     6,825,817
  Subordinated borrowings to
   majority shareholder........     3,000,000     4,300,000     3,000,000     3,000,000     2,000,000     2,000,000     2,000,000
  Shareholders' equity.........    12,942,649     8,949,995     9,672,557     7,101,565     5,137,130     3,892,457     3,335,287


- -------------------
(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


                     MANAGEMENT'S DISCUSSION AND ANALYSIS OF
                  FINANCIAL CONDITION AND RESULTS OF OPERATIONS

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

         Statements  in this  "Management's  Discussion  and Analysis or Plan of
Operation" 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  since September 1998 have been extremely  volatile,
with  swings in the market  averages  approaching  daily and  intraday  records.
Meanwhile, competition has continued to intensify among all classes of brokerage
firms.  Electronic trading continues to grow as a retail discount market segment
with some firms charging very low flat trading execution fees that are difficult
for any conventional  discount brokerage firm to match. Many of the low flat fee
firms,  however,  impose  charges for services  such as mailing,  transfers  and
handling  exchange  transactions for which the Company does not currently charge
its customers. Some of those firms also direct customer orders to captive market
makers  that earn a "spread" on the order.  The Company  does not have a captive
market maker.  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, including the Company, for the sale of order flow.

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.  The clearing  broker is also paying to Siebert  $1,000,000  in
monthly  installments  through December 31, 1998. Siebert recognized $750,000 of
that amount as pre-tax income in the quarter ended June 30, 1998 and $250,000 in
the quarter  ended  September  30, 1998 when all  contingencies  relating to the
payments lapsed.  Siebert  realized the projected  clearing cost savings for the
quarter ended September 30, 1998.

         In July 1998,  Siebert,  Brandford,  Shank & Co., L.L.C.  ("SBS") began
operating  as a separate  broker/dealer  and,  accordingly,  the  Company  began
reporting its investment in and the operations of SBS using the equity method of
accounting.  Prior to July  1998 the  operations  of what is now SBS were  fully
consolidated with those of Siebert.

         Siebert's  commission income per customer trade is trending down as the
number of trades done on

                                       20


SiebertNet  increases.  For the month of October  1998,  SiebertNet  trades were
approximately 21% of all Siebert trades.  Siebert's online trading system was in
the early stage of implementation in October 1997.

         In  November  1998,  Siebert  agreed to  acquire  the  retail  customer
accounts  of Donald K.  Cowles  and of  Cowles,  Sabol & Co.,  Inc.  of  Encino,
California. The acquisition is expected to be completed before the end of 1998.

         In July 1998, the Company distributed to its shareholders  transferable
rights to  subscribe  for and  purchase one share of Common Stock for each share
held on the Record  Date,  at an exercise  price of $7.50 a share.  The offer as
extended will expire on December 15, 1998. If this offering is  successful,  the
Company currently intends to use approximately $5,000,000 of the net proceeds to
further build up and promote its SiebertNet trading service.

NINE MONTHS ENDED SEPTEMBER 30, 1998 COMPARED TO NINE MONTHS ENDED SEPTEMBER 30,
1997

         Total  revenues for the nine months ended  September 30, 1998 were $ 19
million, a decrease of $41,000 or .2 % over the same period in 1997.  Commission
and fee income,  investment banking revenues,  income from equity investee,  and
interest and dividend revenues increased as compared to the prior year; however,
trading profits decreased.

         Commission and fee income  increased  $182,000 or 1% to $14 million for
the nine months ended September 30, 1998 due to higher 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. The portion of trades executed on the Company's  SiebertNet web
site is increasing at a rapid rate.

         Investment  banking revenues  increased $67,000 or 2% to $3 million for
the nine months ended  September  30, 1998  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 nine months of 1997, since it
began  operations  in late  1996.  Siebert,  Brandford,  Shank & Co.,  LLP began
operations  as a  separate  broker-dealer  in July  1998 and,  accordingly,  the
Company  began to  account  for its  forty-nine  percent  interest  in  Siebert,
Brandford, Shank & Co., LLP on the equity method in the third quarter of 1998.

         Income from equity investee  increased $427,000 or 100% to $427,000 for
the nine months ended September 30, 1998.

         Trading profits  decreased  $744,000,  or 44%, to $961,000 for the nine
months ended September 30, 1998 primarily due to reduced income opportunities in
the trading of listed bond funds, the firm's principal trading activity.

         Interest and dividends  increased  $26,000,  or 5%, to $535,000 for the
nine months ended September 30, 1998 primarily due to trading  strategies  which
generated higher dividend income.

         Total expenses for the nine months ended  September 30, 1998 were $13.4
million,  a decrease  of $2.2  million,  or 14%,  over the same  period in 1997.
Clearing  fees,  advertising  and promotion,  rent and  occupancy,  interest and
general and administrative all decreased and all other expenses increased.

         Employee  compensation and benefit costs increased  $215,000 or, 4%, to
$6 million  for the nine months  ended  September  30,  1998,  primarily  due to
commissions  paid to the Siebert,  Brandford,  Shank  division's sales personnel
resulting from increased tax exempt underwriting activity prior to July 1, 1998.

         Clearing and floor brokerage fees decreased $1.4 million, or 42%, to $2
million for the nine months  ended  September  30,  1998.  Such costs  decreased
primarily due to the retroactive effect of Company's new clearing agreement with
its clearing broker.

                                       21


         Advertising and promotion expense decreased  $912,000,  or 42%, to $1.3
million for the nine months ended  September 30, 1998, due to a decreased  level
of promotional advertising.

         Communications  expense increased  $57,000,  or 5%, to $1.3 million for
the nine months ended September 30, 1998, primarily due increased quote and news
services.

         Occupancy  costs  decreased  $77,000,  or 16%, to $413,000 for the nine
months ended  September 30, 1998,  principally due to commencement of operations
of SBS as a  separate  entity  partially  offset  by a  lease  extension  option
cancellation fee paid during 1998.

         Interest  expense  decreased  $17,000,  or 6%, to $268,000 for the nine
months ended September 30, 1998,  primarily due to the use of short positions in
proprietary trading activity.

         Other general and administrative  expenses decreased $78,000, or 4%, to
$2.2 million for the nine months ended  September  30,  1998,  primarily  due to
increased  business  development  expenses  related to the municipal  investment
banking staff.

         Provision for income taxes increased $831,000,  or 56%, to $2.3 million
for the nine months ended  September  30, 1998,  primarily due to an increase in
net income  before  income tax in the first nine months of 1998 of $2.2 million,
or 66%,  to $5.5  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.

                                       22


         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.

         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.

                                       23


         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.

         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.

                                       24


         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.

         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

         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 September  30, 1998 were $19 million,  of which $2 million took
the form of a secured demand note.  $13.8 million,  or 73%, of total assets were
highly liquid.


                                       25


         Siebert is subject to the net capital  requirements  of the Commission,
the NYSE and other  regulatory  authorities.  At September  30, 1998,  Siebert's
regulatory net capital was $11.2  million,  $11 million in excess of its minimum
capital requirement of $250,000.

                                       26



                                    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.  The Company has signed a letter of
intent to  purchase  the retail  customer  accounts  of Donald K.  Cowles and of
Cowles, Sabol & Co., Inc. of Encino, California. Although the Company intends to
pursue  acquisition  opportunities,  there can be no assurance  that the Company
will be able to  successfully  consummate  this or 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.

                                       27


THE RETAIL DIVISION

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

- ----------
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.

                                       28


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 to customer  inquiries.  The  workstations  display  real-time  quotes,
market information, up-to-date equity and margin balances, positions and account
history.  The Company has recently  upgraded  the software  used by its discount
trading  representatives  to a Windows NT  platform  from an  existing  terminal
emulation  program.  The Company  believes that this should result in additional
efficiencies as it pertains to order entry and execution.

         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.  SiebertNet features have
been  upgraded to include news  provided by CBS  MarketWatch  and research  from
Zacks.  Additionally,  the  Company  has  signed a  license  agreement  with Geo
Interactive  Media Group Ltd. whose Emblaze  technology  enables the delivery of
true streaming,  real-time  multimedia over SiebertNet,  including audio, video,
animation and interactive  content at existing 'low bandwidth'  modem speeds and
without plug-ins or server software. In addition, the Company has retained Gomez
Advisors,  Inc., a source of strategic  research for  brokerages,  mutual funds,
banks,  and other  commercial  firms that utilize the Internet to enhance  their
customer relationships, to advise with respect to SiebertNet.

         SIEBERT  ONLINE - the firm's  popular PC software  runs on Windows 3.1,
Windows95 and Windows98~ - 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.

- ----------
4  Windows  3.1,  Windows95  and  Windows98  are  trademarks  of  the  Microsoft
   Corporation.


                                       29


         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.

         VISA(R)~  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.

         The Company,  through its clearing agent, expects to roll out its voice
recognition  technology  in the first  quarter  of 1999,  which  will  allow its
customers  to use  "natural-language"  to obtain stock  quotes,  make trades and
check balances. In addition, the Company, through its clearing agent, expects to
unveil its new interactive  palm-top  service that will allow Siebert clients to
make equity  trades,  receive  confirmations,  get real-time  quotes and alerts,
access  account data,  send and receive e-mail and more - all without a phone or
computer.   Using  the  newest   wireless   digital  "push"   technology,   this
beeper-sized,  4.9-ounce  battery-operated  device can be  programmed to provide
instant account updates and quotes. Its virtual  real-time messaging  capability
will enable clients to communicate with others in virtual real-time. The two-way
beeper fits into your palm, can easily clip to a belt or fit into a shirt pocket
or purse.  It features an  extra-large  backlit LCD display and a  full-featured
keyboard.

         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 

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

                                       30


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.

         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.  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.

         Siebert's  commission income per customer trade is trending down as the
number of trades done on  SiebertNet  increases.  For the month of October 1998,
SiebertNet trades were approximately 21% of all Siebert trades. Siebert's online
trading system was in the early stage of implementation in October 1997.

         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

                                       31


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  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.  The  firm  has
participated  as an  underwriter  or selling  group member in over 210 corporate
offerings, including debt issuances, totaling

                                       32


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.

         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

                                       33


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 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

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

                                       34



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.

REGULATION

         The  securities  industry in the United  States is subject to extensive
regulation  under both  Federal and state laws.  The  Commission  is the Federal
agency charged with  administration of the Federal  securities laws.  Siebert is
registered as a  broker-dealer  with the  Commission,  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
Commission)   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   Commission   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  Commission,
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

                                       35


municipal  securities  on  behalf  of its  customers  and has  obtained  certain
additional  registrations  with the  Commission  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
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 Commission'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 Commission 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 Commission  prior to and subsequent to withdrawals  exceeding
certain sizes.  The Net Capital Rule also allows the  Commission,  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  Commission.  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

                                       36


5 percent of aggregate  debits.) At September 30, 1998,  Siebert had net capital
of $11.2  million and net capital  requirements  of  $250,000  under  Regulation
240.15c3-1(a)(1)(ii).  Siebert is not  subject  to  Commission  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 Commission requirements.

EMPLOYEES

         The Company currently has approximately 120 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.

PROPERTIES

         Siebert  operates  its business out of the  following  fourteen  leased
offices:



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

Corporate Headquarters, Retail and
Investment Banking Office
- -------------------------
                                                                             
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

55 Madison Avenue                               140 SF          Month to month            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          Month to month           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



                                       37




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

                                                                               
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


         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.

                                       38



                                   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

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.

         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.

         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

                                       39


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

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.

                                       40


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.

                                       41


         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
former 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 former  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 908,800 shares of Common Stock are currently  outstanding  and held
by 33 employees. Details of such grants are summarized below:

                                       42


- --------------------------------------------------------------------------------
                             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
- --------------------------------------------------------------------------------
Daniel Iesu, Secretary                            82,040            68,000
- --------------------------------------------------------------------------------
Executive Group (3 persons)                      369,240           308,000
- --------------------------------------------------------------------------------
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 Commission.  "Net capital" is
defined as net worth (assets minus  liabilities),  plus qualifying  subordinated
borrowings, less certain deductions. Ms. Siebert has executed subordinated notes
in favor of the  Company  in the  principal  amount  of $3  million  which  bear
interest at rates ranging from 4% to 8%.

         In addition,  pursuant to a Temporary  Subordination  Agreement entered
into on June 30, 1998  expiring on August 14, 1998 Siebert  loaned $3 million to
SBS, its 49% joint venture partner,  which was subsequently repaid.  Previously,
Siebert lent $1.2 million to SBS on a subordinated basis which bears interest at
10% and is due in 2001.

         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 25% to 39%, risk-free interest rates ranging from 6.20% to 6.43%,
  and expected lives ranging from 5 to 10 years.


                                       43



                             PRINCIPAL SHAREHOLDERS

         The following table sets forth certain current 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)                *
       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        20,384,800(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.

                                       44


                               THE RIGHTS OFFERING

THE RIGHTS

         The Company has  distributed  transferable  Rights,  at no cost, to the
record  holders  ("Holders")  of the Common Stock  outstanding  as of the Record
Date. The Company  distributed one (1) Right for each share of Common Stock held
of  record  on the  Record  Date.  The  Rights  are  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 has waived 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.

         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 Monday, November 30, 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 $7.50 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  represented a discount to the market price of the Common Stock at
the date of commencement of this offering.

COMMENCEMENT DATE; EXTENDED EXPIRATION DATE

         This  offering  commenced  on July 31,  1998.  Primarily  due to recent
market conditions, the Company has extended the expiration date of this offering
from 5:00 p.m.,  New York City time,  on Friday,  November 6, 1998 to 5:00 p.m.,
New York City time, on Wednesday,  December 15, 1998 (the  "Extended  Expiration
Date").  As of the close of business on Wednesday,  November 4, 1998,  rights to
purchase  an  aggregate  of 21,309  shares of  Common  Stock had been  exercised
pursuant to the Basic Subscription Privilege and the Oversubscription Privilege.
Shareholders  are  encouraged to consider this offering  carefully  prior to the
Extended Expiration Date. After the Extended Expiration Date, this offering will
be null and void unless further  extended (which is not now  contemplated).  The
Company will not be obligated to honor any purported exercise of Rights received
by the Subscription Agent after the Extended 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
Extended Expiration Date.

                                       45


         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 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; 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 all 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
Extended 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.

                                       46


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 Extended  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  Extended  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.

                                       47



         The address to which the  Subscription  Certificates and payment of the
Subscription Price should be delivered is:




                                                                                         
                                       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



         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
Extended  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 Extended Expiration Date;

         (ii) the  Subscription  Agent  receives,  on or  prior to the  Extended
         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

                                       48


shall be returned by mail without  interest or deduction as soon as  practicable
after the Extended Expiration Date.

         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 EXTENDED 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."

REVOCATION

         The  Company  has  decided  to permit  any  holder  of Rights  that has
exercised   the  Basic   Subscription   Privilege   and,  if   applicable,   the
Oversubscription  Privilege,  prior to 5:00 p.m. on Friday,  November 6, 1998 to
revoke either or both such exercise(s) prior to the Extended Expiration Date. In
order to effect

                                       49


such a revocation, a written or facsimile transmission notice of revocation must
be received by the Subscription Agent,  American Stock Transfer & Trust Company,
at its address set forth in this  Prospectus,  prior to the Extended  Expiration
Date. Any such notice of revocation  must (i) specify the name of the person who
has exercised the Basic  Subscription  and/or  Oversubscription  Privilege being
revoked, (ii) identify the Subscription  Certificate(s) for which a subscription
exercise is being revoked  (including the certificate  number or numbers and the
number of shares of Common Stock for which such Subscription  Certificate(s) may
be  exercised)  and  (iii) be signed  by the  holder  in the same  manner as the
original  signature  on  the  Subscription  Certificate(s)  previously  tendered
(including any required signature guarantees). All questions as to the validity,
form and eligibility (including time of receipt thereof) of such notices will be
determined by the Company in its sole discretion,  which  determination shall be
final and binding on all parties. Any Subscription Certificate for which a right
of exercise has been  revoked  will be deemed not to have been validly  tendered
for purposes of this  offering and no shares of Common Stock will be issued with
respect  thereto unless such  Subscription  Certificate  is validly  retendered.
Properly  revoked  Subscription  Certificates may be retendered by following the
procedures  described in the Prospectus under "The Rights Offering - Exercise of
Rights" at any time prior to the Extended  Expiration  Date.  NO EXERCISE OF THE
BASIC SUBSCRIPTION PRIVILEGE AND, IF APPLICABLE,  THE OVERSUBSCRIPTION PRIVILEGE
AFTER FRIDAY, NOVEMBER 6, 1998 MAY BE REVOKED.

METHOD OF TRANSFERRING RIGHTS

         Rights may be  purchased  or sold through  usual  investment  channels,
including banks and brokers.  The Rights have traded and it is anticipated  that
the  Rights  will  continue  to trade on the Nasdaq  SmallCap  Market and in the
over-the-counter  market.  The Rights  traded 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 Extended  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 Monday,  December 14, 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 Extended  Expiration Date for (i)
the transfer instructions to be received and processed

                                       50


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 Extended
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  and the
Oversubscription  Privilege  may  be  effected  through  the  facilities  of the
Depository Trust Company.

LISTING AND TRADING

         The  outstanding  shares of  Common  Stock  are  listed  on the  Nasdaq
SmallCap  Market.  The Rights have traded and it is anticipated  that the Rights
will continue to 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
continue  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 Monday,
December 14, 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 this  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 this  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."

                                       51


OPINION OF FINANCIAL ADVISOR

         The  Company  has  retained  Advest,  Inc.  ("Advest")  to  act  as its
exclusive financial advisor in connection with this offering.  On July 27, 1998,
Advest  delivered  to the Company its opinion  that,  from a financial  point of
view, this 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 July 27, 1998,  Advest
delivered  its oral  opinion 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 July 30,  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 this offering
with the financial terms of certain other relevant recent transactions.

         In addition, Advest undertook the following analyses in determining the
structure  of this  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 30, 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.

                                       52


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 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 30,
1998) and earnings  growth  relative to such peer group.  Based on the Company's
closing  share  price of  $10.875  on July 22,  1998,  the  Company  trades at a
price/LTM EPS of 60.4X,  which is above the peer median of 19.4X.  However,  the
Company's financial  performance as measured by return on average assets ("ROA")
and return on average equity ("ROE") of 16.2% and 31.2% is  significantly  above
its peers median ROA and ROE of 2.8% and 14.9%,  respectively.  In addition, the
Company's  earnings  per share  growth over the last three years has been 61.3%,
which is  significantly  above  its  peers'  median  growth  rate of  13.7%.  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 24.7% and 26.9%, respectively. Based upon this
analysis we came up with three companies  which trade at a median  price/LTM EPS
of 22.2X and a median three year growth in EPS of 26.9%, median ROA of 14.1% and
median  ROE of  26.0%.  The  Company's  three  year EPS  growth,  ROA and ROE is
significantly above the high growth peer group median levels.  Therefore,  based
upon the  Company's  above 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 this  offering  to the  expiration  date of this  offering.  The
analysis yielded the following statistics: (1) the median discount to market for
all rights  offerings  was 22% (2) the  discount to market for rights which were
transferable  was 17.1% (3) the median price decline of an issuer's common stock
price was 3.4% 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
$10.44 on July 22, 1998,  this  represents a 28.2% discount to market at a $7.50
subscription  price,  which is above  the  median  discount  to  market  for the
seventeen  rights offerings of 22% and above median discount of 17.1% for rights
offerings with  transferability  of rights.  Assuming the Company's common stock
price  declines at median  levels,  this  represents a 28.6% discount to market,
which is above rights offerings with transferable rights.

                                       53


         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
this offering. Pursuant to an engagement letter dated June 17, 1998 with Advest,
the Company paid Advest an initial fee for its advisory  services of $25,000 and
became  obligated to pay Advest an additional fee of $45,000 upon the closing of
this 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 this  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  this  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 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 

                                       54


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) 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.

                                       55


         If this 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 this  offering.  In such case,  this  offering  may result in  dividend
income to the Holders of Common Stock if this 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 this 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 this
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 this  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 this 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 THIS OFFERING TO SUCH HOLDER'S OWN PARTICULAR
TAX SITUATION,  INCLUDING THE  APPLICATION  AND EFFECT OF STATE AND LOCAL INCOME
AND OTHER TAX LAWS.

                                       56


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.

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 this  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 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.

                                       57


         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 THIS  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 this 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:

                                       58




                                       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


         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 this 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 this  offering.  Any  questions  or requests for  additional  copies of this
Prospectus,  the Instructions or this 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 this offering.

                                       59


                          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.

                                       60


                              PLAN OF DISTRIBUTION

         The Company has  distributed  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 entitles 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 has waived the receipt of the Rights to which she would
otherwise be entitled. See "THE RIGHTS OFFERING -- Subscription Privileges."

         The Company anticipates receiving approximately  $8,015,000 in proceeds
from this offering, after payment of approximately $235,000 of fees and expenses
incurred in connection with this 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."

                                  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.

                                       61


                     SIEBERT FINANCIAL CORP. AND SUBSIDIARY

                   INDEX TO CONSOLIDATED FINANCIAL STATEMENTS

                                                                           Page
                                                                           ----
    Independent Auditors' Report............................................F-2

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

    Consolidated Statements of Income for the nine months
      ended September 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 nine months ended September 30, 1998 (unaudited).........F-6

    Consolidated Statements of Cash Flows for the nine months
      ended September 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

                                      F-1


INDEPENDENT AUDITORS' REPORT


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 enumerated 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 third and fourth paragraphs of Note F)


                                      F-2




SIEBERT FINANCIAL CORP. AND SUBSIDIARY
CONSOLIDATED STATEMENTS OF FINANCIAL CONDITION
                                                                         September 30,       December 31,
                                                                             1998      -------------------------
                                                                         (unaudited)      1997          1996
                                                                         -----------   -----------   -----------
                                                                                                    
ASSETS
Cash and cash equivalents                                                $ 7,417,039   $ 4,394,142   $   231,029
Cash equivalents - restricted                                              1,300,000     1,300,000            --
Receivable from broker-dealers                                             2,522,722     2,134,839     1,141,439
Securities owned, at market value                                          3,870,848     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                         606,881       475,553       450,254
Investment in affiliate                                                      819,419       392,000            --
Prepaid expenses and other assets                                            449,879       620,387       433,738
                                                                         -----------   -----------   -----------
                                                                         $18,986,788   $17,881,589   $14,372,708
                                                                         ===========   ===========   ===========

LIABILITIES AND SHAREHOLDERS' EQUITY

Liabilities:
Securities sold, not yet purchased, at market value                      $   638,460   $ 2,037,547   $ 1,447,143
Accounts payable and accrued liabilities                                   2,405,679     3,171,485     2,824,000
                                                                         -----------   -----------   -----------

                                                                           3,044,139     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,  21,004,960 shares outstanding at September 30, 1998,
    20,950,440 shares outstanding at December 31, 1997, 
    and 20,943,588 shares outstanding at December 31, 1996                   210,049       209,504       209,436
Additional paid-in capital                                                 6,691,002     6,584,963     6,613,972
Retained earnings                                                          6,041,598     2,878,090       278,157
                                                                         -----------   -----------   -----------

                                                                          12,942,649     9,672,557     7,101,565
                                                                         -----------   -----------   -----------

                                                                         $18,986,788   $17,881,589   $14,372,708
                                                                         ===========   ===========   ===========

                                 See notes to consolidated financial statements.

                                                       F-3





SIEBERT FINANCIAL CORP. AND SUBSIDIARY
CONSOLIDATED STATEMENTS OF INCOME
(UNAUDITED)
                                                                Nine Months Ended
                                                                  September 30,
                                                           -------------------------
                                                              1998           1997
                                                           -----------   -----------
                                                                           
Revenues:
   Commissions and fees                                    $13,998,015   $13,815,520
   Investment banking                                        3,042,887     2,975,917
   Trading profits                                             960,658     1,704,976
   Income from equity investee                                 427,419            --
   Interest and dividends                                      535,307       508,817
                                                           -----------   -----------

                                                            18,964,286    19,005,230
                                                           -----------   -----------
Expenses:
   Employee compensation and benefits                        6,041,361     5,825,992
   Clearing fees, including floor brokerage                  1,987,846     3,415,125
   Advertising and promotion                                 1,269,085     2,180,593
   Communications                                            1,269,020     1,211,702
   Occupancy                                                   413,012       490,025
   Interest                                                    267,915       284,760
   Other general and administrative                          2,166,734     2,245,177
                                                           -----------   -----------

                                                            13,414,973    15,653,374
                                                           -----------   -----------

Income before provision for income taxes                     5,549,313     3,351,856

Provision for income taxes                                   2,305,935     1,474,485
                                                           -----------   -----------

Net income                                                 $ 3,243,378   $ 1,877,371
                                                           ===========   ===========

Net income per share of common stock - basic and diluted   $       .15   $       .09


Weighted average shares outstanding - basic                 20,995,999    20,949,160

Weighted average shares outstanding - diluted               21,674,383    20,949,160


                   See notes to consolidated financial statements.

                                         F-4





SIEBERT FINANCIAL CORP. AND SUBSIDIARY

CONSOLIDATED STATEMENTS OF INCOME

                                                                                     YEAR ENDED DECEMBER 31,
                                                                    --------------------------------------------------------
                                                                           1997                1996               1995
                                                                    ----------------     ----------------   ----------------
                                                                                                                
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.


                                                             F-5



SIEBERT FINANCIAL CORP. AND SUBSIDIARY

CONSOLIDATED STATEMENTS OF CHANGES IN SHAREHOLDERS' EQUITY



                                                      COMMON STOCK
                                                 ---------------------
                                                   NUMBER                ADDITIONAL
                                                     OF       $.01 PAR    PAID-IN        RETAINED
                                                   SHARES      VALUE      CAPITAL        EARNINGS         TOTAL
                                                 ----------   --------   -----------    -----------    ------------
                                                                                              
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.


                                                        F-6

SIEBERT FINANCIAL CORP. AND SUBSIDIARY


CONSOLIDATED STATEMENTS OF CASH FLOWS
(UNAUDITED)
                                                                                 NINE MONTHS ENDED
                                                                                   SEPTEMBER 30,
                                                                            --------------------------
                                                                               1998            1997
                                                                            -----------    -----------
                                                                                             
CASH FLOWS FROM OPERATING ACTIVITIES:
   Net income                                                               $ 3,243,378    $ 1,877,371
   Adjustments to reconcile net income to net cash provided
      by operating activities:
        Depreciation and amortization                                           125,798        108,334
        Noncash compensation                                                     68,381             --
        Income from equity investee                                            (427,419)            --
        Changes in operating assets and liabilities:
           Net decrease (increase) in securities owned, at market value       2,693,820     (1,458,199)
           Net change in receivable from broker-dealers                        (387,883)       796,704
           Decrease (increase) in prepaid expenses and other assets             170,508       (189,804)
           Net increase (decrease) in securities sold, not yet purchased,
              at market value                                                (1,399,087)       210,107
           (Decrease) increase in accounts payable and accrued
              liabilities                                                      (765,806)       662,917
                                                                            -----------    -----------

              Net cash provided by operating activities                       3,321,690      2,007,430
                                                                            -----------    -----------

CASH FLOWS FROM INVESTING ACTIVITIES:
   Increase in restricted cash equivalents                                           --     (1,300,000)
   Loan to or investment in affiliate                                        (3,000,000)      (392,000)
   Repayment of loan to affiliate                                             3,000,000
   Purchase of furniture, equipment and leasehold improvements                 (257,126)       (56,282)
                                                                            -----------    -----------

              Net cash (used in) investing activities                          (257,126)    (1,748,282)
                                                                            -----------    -----------

CASH FLOWS FROM FINANCING ACTIVITIES:
   Proceeds from exercise of stock options                                       38,203             --
   Dividends on common stock                                                    (79,870)            --
   Issuance of shares, net of expenses                                               --        (28,941)
                                                                            -----------    -----------

              Net cash (used in) financing activities                           (41,667)       (28,941)
                                                                            -----------    -----------

              Net increase in cash and cash equivalents                       3,022,897        230,207

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

Cash and cash equivalents - end of period                                   $ 7,417,039    $   461,236
                                                                            ===========    ===========

SUPPLEMENTAL CASH FLOW DISCLOSURES:
   Cash paid for:
      Interest                                                              $   267,915    $   306,427
      Income taxes                                                            2,829,649        868,900

                            See notes to consolidated financial statements.

                                                  F-7





SIEBERT FINANCIAL CORP. AND SUBSIDIARY

CONSOLIDATED STATEMENTS OF CASH FLOWS

                                                                                         YEAR ENDED DECEMBER 31,
                                                                            -----------------------------------------
                                                                                1997          1996            1995
                                                                            -----------    -----------    -----------
                                                                                                         
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


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



SIEBERT FINANCIAL CORP. AND SUBSIDIARY
NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
NINE MONTHS ENDED SEPTEMBER 30, 1998 AND 1997 AND YEARS ENDED DECEMBER 31, 1997,
1996 AND 1995 (INFORMATION WITH RESPECT TO SEPTEMBER 30, 1998 AND THE NINE MONTH
PERIODS ENDED SEPTEMBER 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 nine months ended September
       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.

       Statement of operations for the nine months ended  September 30, 1997 has
       been reclassified to conform to 1998 classifications.

[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


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


SIEBERT FINANCIAL CORP. AND SUBSIDIARY
NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
NINE MONTHS ENDED SEPTEMBER 30, 1998 AND 1997 AND YEARS ENDED DECEMBER 31, 1997,
1996 AND 1995 (INFORMATION WITH RESPECT TO SEPTEMBER 30, 1998 AND THE NINE MONTH
PERIODS ENDED SEPTEMBER 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 (See Note B). 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 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


SIEBERT FINANCIAL CORP. AND SUBSIDIARY
NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
NINE MONTHS ENDED SEPTEMBER 30, 1998 AND 1997 AND YEARS ENDED DECEMBER 31, 1997,
1996 AND 1995 (INFORMATION WITH RESPECT TO SEPTEMBER 30, 1998 AND THE NINE MONTH
PERIODS ENDED SEPTEMBER 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, which it subsequently repaid.

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

Summarized  financial  data  (unaudited) of SBS LLC as of September 30, 1998 and
for the three months then ended is as follows:

  Total assets                                               $3,197,000
  Total liabilities including subordinated liability
      of $1,200,000                                           1,973,000
  Total members' capital                                      1,224,000
  Total revenues                                              1,896,000
  Net income                                                    427,000

NOTE C - SUBORDINATED BORROWINGS AND SECURED DEMAND NOTE RECEIVABLE

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



                                                                                      December 31,
                                                          September 30,      ---------------------------
                                                              1998              1997             1996
                                                           ----------        ----------       ----------
                                                                                            
  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
                                                           ==========        ==========       ==========


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  "Commission")  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 $120,000 and $120,000
for the nine  months  ended  September  30,  1998 and  1997,  respectively,  and
$160,000,  $123,000 and $160,000 for the years ended December 31, 1997, 1996 and
1995, respectively.

                                      F-12


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

NOTE C - SUBORDINATED BORROWINGS AND SECURED DEMAND NOTE RECEIVABLE  (CONTINUED)


The secured demand note receivable of $2,000,000 at September 30, 1998, December
31, 1997 and December 31, 1996 is collateralized by marketable securities with a
market  value  of   approximately   $2,429,000,   $2,446,000   and   $2,363,000,
respectively.

NOTE D - FURNITURE, EQUIPMENT AND LEASEHOLD IMPROVEMENTS, NET

Furniture, equipment and leasehold improvements consist of the following:



                                                                           December 31,
                                                    September 30,    ------------------------
                                                        1998           1997            1996
                                                      --------       --------        --------
                                                                                 
   Equipment                                          $781,029       $638,534        $569,471
   Leasehold improvements                              132,114        128,655          70,576
   Furniture and fixtures                               84,468         84,468          61,539
                                                      --------       --------        --------

                                                       997,611        851,657         701,586

   Less accumulated depreciation and amortization      390,730        376,104         251,332
                                                      --------       --------        --------

                                                      $606,881       $475,553        $450,254
                                                      ========       ========        ========


Depreciation  and  amortization  expense for the nine months ended September 30,
1998 and 1997 amounted to  approximately  $126,000 and $108,000 ,  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:


                                             Nine Months Ended
                                                September 30,                        Year Ended December 31,
                                        -----------------------------    --------------------------------------------
                                            1998             1997            1997             1996             1995
                                        ------------     ------------    ------------      ----------      ----------
                                                                                                   
Federal income tax                      $  1,672,000     $    953,000    $  1,360,000      $  624,000      $  359,000
State and local income tax                   634,000          522,000         697,000         329,000         189,000
                                        ------------     ------------    ------------      ----------      ----------
Income tax expense                      $  2,306,000     $  1,475,000    $  2,057,000      $  953,000      $  548,000
                                        ============     ============    ============      ==========      ==========


                                                         F-13


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

NOTE E - INCOME TAXES  (CONTINUED)

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:



                                         Nine Months Ended
                                            September 30,                  Year Ended December 31,
                                     --------------------------   ---------------------------------------
                                         1998          1997          1997          1996           1995
                                     -----------    -----------   -----------   -----------   -----------
                                                                                       
Expected income tax
    provision at statutory
    Federal tax rate                 $ 1,887,000    $ 1,140,000   $ 1,590,000   $   736,000   $   423,000
State and local taxes, net of
    Federal tax effect                   529,000        335,000       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                   $ 2,306,000    $ 1,475,000   $ 2,057,000   $   953,000   $   548,000
                                     ===========    ===========   ===========   ===========   ===========


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

NOTE F - SHAREHOLDERS' EQUITY

Siebert is subject to the  Commission'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  September  30,
1998,  December  31,  1997 and  December  31,  1996,  Siebert had net capital of
approximately $11,223,000, $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).

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.

                                      F-14


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


NOTE F - SHAREHOLDERS' EQUITY (CONTINUED)

On December 22, 1997,  March 16, 1998 June 23, 1998 and September 25, 1998,  the
Company declared quarterly dividends of $.0225, $.0225, $.03 and $.03 per share,
respectively.  The principal shareholder waived her right to receive her portion
of the dividends.

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 September 30, 1998 and
December  31,  1997  settled  with no  adverse  effect  on  Siebert's  financial
condition.

                                      F-15


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

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

Rent  expense,   including   escalations  for  operating   costs,   amounted  to
approximately  $381,000 and $378,000 for each of the nine months ended September
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 nine month periods ended September 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

                                      F-16



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

NOTE I - OPTIONS  (CONTINUED)

"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 September 30, 1998,  approximately 135,000 employee options
were exercisable.

A summary of the Company's stock option  transactions  for the nine months ended
September 30, 1998 and the year ended December 31, 1997 is presented below:




                                                                    1998                            1997
                                                           ----------------------         -----------------------
                                                                         WEIGHTED                        WEIGHTED
                                                                         AVERAGE                         AVERAGE
                                                                         EXERCISE                        EXERCISE
                                                            SHARES        PRICE            SHARES         PRICE
                                                           --------      --------         --------       --------
                                                                                                 

   Outstanding - beginning of period                        925,200         $2.31               --            --
   Granted                                                   76,000         $2.69          959,000         $2.31
   Forfeited                                                (75,880)        $2.31          (33,800)        $2.31
   Exercised                                                (16,520)        $2.31               --            --
                                                            -------                        -------
   Outstanding - end of period                              908,800         $2.34          925,200         $2.31
                                                            =======                        =======
   Exercisable at end of period                             254,560         $2.34          120,000         $2.31

   Weighted average fair value of options granted                  $1.16                           $1.18


                                                   F-17


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

NOTE I - OPTIONS  (CONTINUED)

The following table  summarizes  information  related to options  outstanding at
September 30, 1998:




                                          OPTIONS OUTSTANDING                             OPTIONS EXERCISABLE
                         ------------------------------------------------------     -------------------------------
                                           WEIGHTED-AVERAGE        WEIGHTED-                           WEIGHTED-
          RANGE            NUMBER             REMAINING             AVERAGE           NUMBER            AVERAGE
     EXERCISE PRICES     OUTSTANDING       CONTRACTUAL LIFE      EXERCISE PRICE     EXERCISABLE      EXERCISE PRICE
     ---------------     -----------       ----------------      --------------     -----------      --------------
                                                                                          
        $2.31               792,800             7.89 Years           $2.31             254,560            $2.31
        $2.22                40,000             9.17 Years           $2.22                  --               --
        $2.69                76,000             9.42 Years           $2.69                  --               --
                          ---------                                                   --------                 
     $2.22 - $2.69          908,800             8.07 Years           $2.34             254,560            $2.31
                          =========                                                   ========


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




                                          OPTIONS OUTSTANDING                             OPTIONS EXERCISABLE
                         ------------------------------------------------------     -------------------------------
                                           WEIGHTED-AVERAGE        WEIGHTED-                           WEIGHTED-
          RANGE            NUMBER             REMAINING             AVERAGE           NUMBER            AVERAGE
     EXERCISE PRICES     OUTSTANDING       CONTRACTUAL LIFE      EXERCISE PRICE     EXERCISABLE      EXERCISE PRICE
     ---------------     -----------       ----------------      --------------     -----------      --------------
                                                                                          
          $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
                           ==========                                                 ==========


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 25% to 39%,  risk-free  interest rates ranging from 6.20% to 6.43%,
and expected lives ranging from 5 to 10 years.

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 nine months ended September 30, 1998 is
not necessarily representative of the effects on reported net

                                      F-18



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

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)

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.



                                                              Nine Months Ended               Year Ended
                                                              September 30, 1998           December 31, 1997
                                                              ------------------           -----------------

                                                                                                
    Net Income                               As reported           $3,243,378                  $2,618,101
                                             Pro forma              3,110,153                  $2,397,101

    Net Income Per Share - basic             As reported              $.15                         $.12
                                             Pro forma                 .15                         $.11

    Net Income Per Share - diluted           As reported              $.15                         $.12
                                             Pro forma                $.14                         $.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 and resulted in a refund of $1,000,000  which  Siebert  recorded
during the nine months ended September 30, 1998.

                                      F-19



                                                                         ANNEX A
                                  ADVEST, INC.
                              One Rockefeller Plaza
                            New York, New York 10020
                               -------------------


                                  July 30, 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 29,
1998,  transferable  subscription rights to subscribe for and purchase 1,016,560
shares  of  common  stock  for  a  price  of  $7.50  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.



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 ($25,000  retainer fee paid by
the Company upon signing an engagement  letter with Advest and $45,000,  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,


                                                       /s/ ADVEST, INC.
                                                      -------------------------
                                                           ADVEST, INC.




                                   SIGNATURES

   
         Pursuant to the requirements of the Securities Act of 1933, as amended,
the Company has duly caused this Post-Effective  Amendment No. 4 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 15th day of
December, 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  Post-Effective  Amendment No. 4 to Registration  Statement on Form S-1 has
been signed below by the following  persons,  in the  capacities  indicated,  on
December 15, 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/ MITCHELL M. COHEN                     Chief Financial Officer and Assistant
- ------------------------------------      Secretary (principal financial and
    Mitchell M. Cohen                     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 
    


- ----------

   
*   Muriel F. Siebert,  pursuant to a Power of Attorney  executed by each of the
    directors  and  officers  noted  above and  filed  with the  Securities  and
    Exchange  Commission,  by signing  her name  hereto,  does  hereby  sign and
    execute this  Post-Effective  Amendment No. 4 to  Registration  Statement on
    Form S-1 on behalf of each of  the persons  noted above,  in the  capacities
    indicated.
    

                                        /s/ MURIEL F. SIEBERT              
                                        ------------------------------
                                            Muriel F. Siebert