Keith Relf BA (Hons), Cert PFS
Founder & Managing Director
Keith Relf Biography
Keith founded Pembroke Financial Services (PFS) in 1993 after being given the opportunity to fly solo by one of his company clients who wanted him to be their ‘in house’ Employee Benefit Consultant and Independent Financial Adviser (IFA). He ended up dealing with that company’s Group pensions, life assurance, income protection and private healthcare as well as the employee’s personal business such as investment and mortgage advice for 18 years. Indeed, many of those employees have remained loyal clients of Pembroke long after the original corporate entity moved on after several mergers.
You know you’re getting old when you stop to tie your shoes and wonder what else you can do while you’re down there.
– George Burns
Keith says “24 years later, we are still here and PFS has grown from a one man band to a veritable orchestra of 16….with more to come hopefully! I am very proud to say that the maxim I began with – ‘treat others as you would like others to treat you’ – has served me well over 24 years. PFS has grown organically, attracting the right type of people, and I like to think that this ethos is now totally embedded within the organisation.”
Keith worked for several major Life Offices throughout his early Financial Services career and says that he owes his start ‘proper’ to a chap who is unfortunately no longer with us – Howard Robinson. “Howard taught me how to always take the long term view and treat all clients, no matter how much wealth they have, with equal care.”
After 20 years of offering financial advice Keith took the decision that Pembroke was of sufficient scale and stability that he should step away from giving personal regulated independent financial advice and he now concentrates his full-time efforts on making PFS an even more effective and visible organisation. Keith says “I am conscious however to maintain the client relationships built over the past 24 years, as these are the foundation of our future growth.”
Keith chairs the Pembroke Investment Committee and is sole oversight of the Ethical portfolio and co-oversight, with Keith Bonner, of the Retirement Income portfolio.
Outside of work Keith enjoys watching sport; jaguars (…the cars not the cats!), eating out and family.
- 1993 to present: Pembroke Financial Services Ltd.
- 1980 to 1993: Various Consultant positions with Clerical Medical, Royal Sun Alliance and Norwich Union followed by brief stints as Independent Financial Adviser with W T Fry and Bainton Smith in Worthing.
- 1976 to 1980: Reading University.
