Zhi “Jeffrey” Guan: $1mm-$5mm Complaint Against Emerson Advisor

A recent investor complaint against San Mateo, California financial advisor Zhi Guan (CRD# 4010563), also known as Jeffrey Guan, alleges that he engaged in deceptive trade practices. Financial Industry Regulatory Authority records show that he is registered as a broker and an investment advisor with Emerson Equity, doing business as Cereus Investments.

Mr. Guan’s BrokerCheck report discloses one investor complaint. Filed in August 2025, it alleges that as a representative of Emerson Equity, he violated the SEC’s Regulation Best Interest, engaged in deceptive trade practices, violated securities statutes, and breached contract. The pending complaint alleges damages between $1 million and $5 million.

Rule 15l-1(a)(1) of the Securities and Exchange Act of 1934, also known as the SEC’s Regulation Best Interest, stipulates that brokers may only recommend investments and strategies in the best interests of their clients. Both firms and registered representatives must “act in the best interest of the retail customer at the time the recommendation is made, without placing the financial or other interest of the broker, dealer, or natural person who is an associated person of a broker or dealer making the recommendation ahead of the interest of the retail customer,” the regulation states. Brokers who make unsuitable investment recommendations may be found liable for damages in the event of losses.

A copy of Cereus investments’ website archived in 2024 describes the firm’s services, including income tax preparation, audit representation, payroll recording, and business startup services. “We believe in the value of relationships,” the page explains. “We are committed to providing close, personal attention to our clients. We take pride in giving you the assurance that the personal assistance you receive comes from years of advanced training, technical experience and financial acumen.”

According to the Financial Industry Regulatory Authority, Zhi Guan, also known as Jeffrey Guan, holds four years of securities industry experience. Based in San Mateo, California, he has been registered as a broker and an investment advisor with Emerson Equity since 2020, doing business as Cereus Investments. His credentials include the passage of three securities industry qualifying exams: the Securities Industry Essentials Examination, or SIE; the General Securities Representative Examination, or Series 7TO; and the Uniform Combined State Law Examination, or Series 66. He is licensed in Arizona, California, Colorado, Florida, Georgia, Hawaii, Idaho, Illinois, Minnesota, Nevada, New Jersey, New York, Oklahoma, Oregon, South Carolina, Tennessee, Virginia, Washington, and Wisconsin. (Information current as of September 8, 2025.)

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