. >> reporter: just 24 years old, brad worked for the financial firm keefe, bruyette & woods on the 9th floor of the world trade organization south tower and he called his parents after the north tower was attacked. >> hey mom, it's brad. a plane crashed into world trade center 1. >> he was i think shaken, because he had seen someone fall from the 90th floor all the way down. >> i'm not sure if is goes to shut down for the day or what. but give me a call back later. i called dad to let him know. love you. >> reporter: brad was in the same office as joe. after joe had called her earlier, she turned on the tv. >> i saw the plane go into his tower and i knew where it was on the tower. i knew where his office was and i just knew it was over. >> reporter: ten years later they are one of 1100 families to submit photos and writings for the living memorial. the 9-11 memorial at ground- zero has asked for the whole collection. family members remembering how their loved ones lived more than how they died. >> it gives you that feeling that okay, i'm not alone in this. everyone remembers. >> well,

one wall street firm nearly wiped out on 9/11 was keefe bruyette and woods. the boutique investment firm was headquartered on the 88th and 89th floors in tower two of the world trade center. a third of k.b.w.'s workforce died that day, including co- c.e.o. joseph berry and chris duffy, the 23-year-old son of k.b.w.'s surviving co-c.e.o. john duffy. many people doubted the firm could stay in business, but now ten years later k.b.w. is much bigger and is one of the leading investment banks in the country. it still specializes in the financial sector, but it's expanded internationally and it went public in 2006. its shares trade on the new york stock exchange. when i met with john duffy i asked him how he feels about the way things turned out. >> we're more than satisfied with what we've accomplished. and i don't think any of us would have been so bold back then to predict that we would be of this size. but the people that work here are pretty passionate about the firm and take pride in working here. and where we have been presented those opportunities to grow i