Jeff Rocca & Steven Shemirani: UBS Advisors Face Complaint

A recent investor complaint alleges that Rochester, New York financial advisors Jeff Rocca (CRD# 4763563) and Steven Shemirani (CRD# 1776455) alleges that they recommended an unsuitable investment strategy to an elderly investor. Financial Industry Regulatory Authority records show that they are each registered as a broker and an investment advisor with UBS Financial Services.

Mr. Rocca’s and Mr. Shemirami’s BrokerCheck reports each disclose the same investor complaint. Filed in May 2025, it alleges that as representatives of UBS Financial Services, they placed a client, “an elderly unsophisticated investor,” in a strategy that was “inconsistent with both her states profile and personal circumstance.” The pending complaint alleges unspecified damages.

UBS Financial Services’ website includes a page for Shemirani Rocca Wealth Management, Mr. Rocca’s and Mr. Shemirani’s practice at the firm. “Our mission is to provide quality strategies customized to your needs,” the page explains. “Our goal is to be your primary source of financial advice. To this end, we concentrate our efforts on developing long-term relationships through a commitment to quality client service.”

Elsewhere on the page, a profile of Mr. Rocca describes his background and services. “Jeff began his Financial Services career in 2003 at Prudential Securities and has been with UBS since 2011,” it explains. “He takes a collaborative approach with client’s tax advisors and attorneys to provide comprehensive solutions to meet their wealth planning needs. Jeff’s knowledge and experience of customized investment solutions and wealth planning helps him provide our clients with a comprehensive wealth management experience in pursuit of their long term goals.”

According to the Financial Industry Regulatory Authority, Mr. Rocca and Mr. Shemirani hold 21 and 37 years of securities industry experience, respectively. Both are based in Rochester, New York. Mr. Rocca has been registered with UBS Financial Services since 2011, while Mr. Shemirani has been registered since 2006. Mr. Rocca was previously registered with Wells Fargo Advisors, while Mr. Shemirani’s registration history includes McDonald Investments, Essex Capital Markets, and Painewebber. (Information current as of July 5, 2025.)

Carlson Law represents investors throughout the United States in claims against financial advisors and investment firms. If you or a loved one have suffered investment losses, please call us at 888-976-6111 or complete our contact form for a free and confidential consultation.