The plan is only as good as its people.
Advice is a relationship, not a transaction. These are the people you'll actually talk to, across Sussex, Surrey and Kent. The qualifications you'd expect, and the plain speaking you might not.
Top 100Financial Advisors 2025
4.4 Excellent on Trustpilot

Dedicated and highly qualified team of advisors

Mark Rockliffe
CEO
Mark began his financial services career thirty-six years ago at General Accident, then held senior leadership roles at Zurich, F&C, SEI and Heartwood Investment Management. From 2018, he ran a consultancy advising investment management, financial planning and fintech boards on strategy and M&A. He joined Pembroke as CEO after knowing and respecting the business for thirty years. His guiding belief remains simple: put clients at the heart of every decision, and the rest follows. Outside work, Mark stays active through tennis, cycling and a lifelong passion for cars that began with rally driving. He has also completed several charity cycling and endurance challenges, including a Mega Tri for the Lewis Moody Foundation.
What does living well mean to you? Cycling for the Lewis Moody Foundation. Still chasing that rally-driving thrill.

Patrick Theobalds
ASCI
Director and Chief Operating Officer
If Pembroke were an orchestra, Patrick, as Chief Operating Officer, would be its conductor: behind the scenes, keeping every part of the business playing in time. He oversees day-to-day operations, helping the firm grow on foundations that are efficient, compliant and scalable. Much of his focus is on looking ahead: investing in technology, refining processes and removing obstacles before colleagues notice them. For Patrick, leadership means creating the conditions for others to do their best work. Outside work, he is a committed foodie who enjoys discovering new restaurants across the county, heading to the theatre and sometimes switching his car into sport mode.
What does living well mean to you? Celebrating milestones with my family, and the friends who count as family.

Russell Smith
Chartered Accountant (ACA)
Director and Chief Financial Officer
Two decades scaling private equity-backed businesses, including the £120m sale of FMP Global and a major US-backed investment into IRIS Software Group valued at around $4bn: Russell is Chief Financial Officer at Pembroke. A Chartered Accountant whose role stretches well beyond traditional finance into strategy, acquisitions and integration. Russell lives in Brighton with his wife and three young children, cycles, follows football closely, and fits in a game of padel.
What does living well mean to you? Enjoying the small, everyday moments, and staying active.

Keith Bonner
DipPFS
Director
Keith joined Pembroke in 2003 as a self-employed advisor and bought into the business soon after. Over two decades he has helped grow the firm. Trained in High Street banking, Keith wanted the whole market available to him. He specialises in retirement and pension planning, tax-efficient investments such as EIS, SEIS and VCTs, and Portfolio Oversight for the Investment Committee. Outside work, he cooks, cycles, and shoots clay pigeons when time allows.
What does living well mean to you? Cooking on a rare free evening. Clay pigeon shooting when the diary allows.

Toby Lawson
Director and Head of Risk and Compliance
Toby is Head of Risk and Compliance at Pembroke, offering guidance and challenge on regulatory requirements. With more than twenty years across fund managers, financial services networks and life insurance and pension companies, he brings a depth of regulatory knowledge the rest of the business benefits from. Outside work, Toby splits his time between the outdoors and the arts: trail running, swimming, restoring old woodworking tools, and trying new restaurants with his family.
What does living well mean to you? Restoring an old tool in the shed, then a new restaurant with the family.

Jude Adams
Head of HR
Jude joined Pembroke in 2024, bringing HR experience across outsourced sales teams, a PE-backed nutrition company later sold to Nestle, a disability education specialist, and a healthcare software provider for the NHS. That range shapes how she leads Pembroke's HR team now, focused on the people side of a growing business. Outside work, she swims outdoors whenever she can find a heated pool, and fills her time with theatre and galleries.
What does living well mean to you? Swimming outdoors, then last-minute theatre tickets.

Anna Burns
Head of Partnerships
Anna built her career on the belief that strong client relationships need both strategy and grit. Over fifteen years in financial services, she managed institutional relationships worth billions at Marathon Asset Management and Schroders before joining Pembroke at the end of 2025. In addition to a degree and Masters in Politics, Anna holds the Investment Management Certificate, CFA Level I, the CFA ESG Investing Certificate, and has completed The University of Oxford's Women's Leadership Programme.
What does living well mean to you? Finding the extraordinary in the every day.

Rachael Cowie
Executive Assistant
Rachael has spent more than fifteen years as a trusted Executive Assistant, supporting CEOs, Managing Directors and board members across globally recognised organisations. She recently completed a Level 5 Executive Assistant Diploma. Known for her discretion and calm under pressure, Rachael takes pride in minimising disruption and keeping the wheels turning behind the scenes. Outside work, she walks and rides horses, and completed an ultra marathon in May 2025.
What does living well mean to you? Riding at the weekend. An ultra marathon medal from May 2025.

Michael Gough
Head of Marketing
Michael lives in Hackney, still calling it the Olympic borough. He co-founded Sparks Studio and ran it for over twenty years before stepping back, then consulted with organisations trying to find focus in their brand and marketing, including Pembroke's own rebrand. His job title is Head of Marketing. His actual job is making Pembroke impossible to ignore and easy to trust. Outside work, Michael is usually at the Hackney Picturehouse or on the touchline at The Stoop with his son.
What does living well mean to you? Enjoying small plates and natural wine.

Meena Ibrahim
AdvDipFA
Head of Advice
Investment markets and geopolitics hold Meena's attention, and that curiosity fuels how he works with clients, from people starting to build wealth through to ultra-high-net-worth individuals. As Head of Advice, Meena shapes how Pembroke's planning teams approach client work, keeping the focus on outcomes that hold up as circumstances change. Outside the office, he volunteers at local schools, stays active through the gym, football and Aikido, and travels widely.
What does living well mean to you? Looking back on moments, not the money spent getting there.

Sharon Kenyon
FCCA
Head of Finance
Sharon oversees Pembroke's financial, administrative and regulatory operations, from monthly performance reporting and budgets to statutory reporting and the firm's financial control framework, alongside payroll and banking. An FCCA-qualified accountant with a career spanning insurance, holidays and childcare finance, Sharon brings a steady, detail-led approach. Outside work, she can usually be found at the seafront, running along the prom, or with her husband and daughter at gigs or the theatre.
What does living well mean to you? That first sip of coffee. A dip in the sea before work.

Kim Young
Head of Client Relationship Team
Kim has spent most of her career in financial services, starting at Friends Provident before an independent advice firm, building experience across administration and paraplanning. She led a small support team before Pembroke's integration, then took on the Client Support Team across three offices as the firm grew. Kim treats client support as the part of the business clients remember longest. Outside work, she cycles, plays netball and explores somewhere new. Outside work, she cycles, plays netball and is always looking for somewhere new to explore.
What does living well mean to you? Exploring new places, one trip at a time.

Sean Banks
Chartered MCSI, APFS
Financial Planning Manager
Sean has spent more than a decade helping individuals and families make confident financial decisions and build a secure future. He is passionate about the positive impact of financial planning, helping clients achieve their goals, navigate life’s changes, and gain peace of mind through clear, practical advice. Sean takes pride in building long-term relationships based on trust, honesty, and genuine care. He lives in Copthorne, West Sussex, with his wife and daughter, and enjoys football, golf, and spending time with family and friends.
What does living well mean to you? A cold beer in the sun after 18 holes, European city breaks, summer on the Cornish coast, laughing until my cheeks hurt with family and friends, and watching the people around me grow and flourish.

Seb Lewis
DipPFS, Cert CII (MP)
Financial Planning Manager
Seb started his career in 2010 at a major life insurance company, before deciding he wanted to give the advice himself. He moved to an IFA practice near Tunbridge Wells and achieved his CII Diploma in 2019. He is also a trained Will writer and Estate Planner. Outside work, Seb's family in Crowborough is growing, with two boys, Rupert and Percy, and a third on the way. He plays rugby, cricket, golf, sails, skis and rock-climbs.
What does living well mean to you? Shouting at the TV when the All Blacks play.

Thom Reynolds
FPFS
Financial Planning Manager
Since graduating in 2007, Thom has spent most of his career advising, building relationships that let him watch plans he set up years ago come to fruition. He has sat fourteen professional exams, reaching Chartered status and Fellowship of the Chartered Insurance Institute, depth of study that shows in the confidence clients get from working with him. Outside work, Thom's two daughters keep him busy; otherwise he's on the sofa cheering on Newcastle United.
What does living well mean to you? Helping clients live well, and making time to enjoy my own.

Mark Robinson
DipPFS
Financial Planning Manager
1993 at Woolwich Life, then Prudential and Canada Life, then a move into financial planning in 1997: Mark built his own practice in 2000, growing it until it became part of Antrams in 2013. Following Pembroke's acquisition of Antrams in 2022, Mark became Financial Planning Manager and now leads the Worthing office. Having worked as a provider, business owner and leader, he brings commercial understanding most planners never get the chance to develop. Mark's focus stays practical: clear, usable advice that helps clients picture the goal they're working towards.
What does living well mean to you? Doing what I want, without fear of running out of money

Daniel Watts
APFS
Financial Planning Manager and Head of Lifestyle Advice
Cashier to assistant branch manager, then financial advice in 2015: Daniel's career started in banking in 2008. He qualified as a Chartered Financial Planner in 2022 and now leads Pembroke's Lifestyle Advice team. In 2024 he completed a Level 3 Certificate in British Sign Language, part of a wider commitment to accessible advice for Deaf clients. Outside work, Daniel is the go-to quiz-master for fundraising events.
What does living well mean to you? Hosting the pub quiz, mic in hand. Muddy boots on a charity walk.

Ben Walmsley
FPFS
Advice Proposition Manager
Paraplanner, Paraplanning Manager, Head of Technical and Research: Ben built his career from the ground up after a First in Accounting and Finance from Kent. He became a Chartered Financial Planner in 2016 and a Fellow two years later. As Advice Proposition Manager, Ben shapes the central investment proposition every planner at Pembroke works from, and chairs the Investment Committee. Outside work, he runs long distances and walks his spaniel Freddie.
What does living well mean to you? Long-distance running, and chasing the next travel stamp.

Simeon Adams
DipPFS
Senior Financial Planner
Since 1998, Simeon has advised two kinds of clients. He helps families protect and grow their wealth, working alongside their tax and legal advisers. For employers, he builds staff benefits schemes, then stays on to support the business and its people. Simeon played rugby to a good standard and still follows it. The game taught him what advice needs: a strong team, clear communication and the ability to adapt.
What does living well mean to you? Watching the rugby. Planning the next family trip.

Peter Banks
Chartered ALFBF, AdvDipFA, AwPETR, CertLTCP
Chartered Financial Planner
Peter joined Pembroke in 2021, relocating from London back to his Sussex roots, having grown up in Crowborough and studied at the University of Brighton. His career began in 2007, working through support and administrative roles before becoming a Financial Advisor in 2014 and a Pension Transfer Specialist the following year. He also advises on long-term care, and spent time at the Financial Ombudsman Service. Outside work, he walks the beach with his girlfriend and is a reluctant DIY expert.
What does living well mean to you? Great People, Great Music, Great Food, Great Times.

Jamie Barnes
DipPFS
Financial Planner
A degree in Accounting and Business from Oxford Brookes, fifteen years across three firms, and membership of Pembroke's specialist defined benefit advice team shaped Jamie's clear philosophy: advice built entirely around the client. He was among the first in the UK to achieve the Certificate in Pension Transfers, and advises on complex pensions and inheritance tax. Outside work, he trains in the gym in Hove and spends time with his partner, family and four nieces.
What does living well mean to you? An early morning gym session, sauna, then a cold plunge.

Sue Beck
DipPFS, CeRER, CeMAP, CertLTCP
Financial planner
Sue has worked in financial services for more than thirty-five years, across life insurance and pension companies, high street banks and independent advice firms, joining Pembroke in 2012. She worked her way from administration through paraplanning to Financial Planner, and is now working towards Chartered status. Outside work, Sue is a keen runner, trail running on the Downs and taking part in her local Park Run most Saturday mornings.
What does living well mean to you? Doing the things I actually enjoy, without the guilt.

Chris Brookes
DipFA, CeFA
Financial Planner
Chris has spent more than forty years in financial services, most recently as a Senior Wealth Advisor and Compliance Manager, bringing both client-facing experience and regulatory rigour to every recommendation. He starts with a client's goals and concerns rather than a product list, building advice around protection, pensions and investments. Chris holds the DipFA and CeFA qualifications, and believes good advice should feel tailored, not templated.
What does living well mean to you? Helping clients enjoy the future on their own terms

Sebastian Probert-Broster
DipPFS
Financial Planner
A law degree behind him and more than fifteen years in financial services in front: Sebastian's legal grounding shapes how he approaches technical advice for clients from city professionals to sports players. He is equally focused on workplace benefits. Proudly Welsh (and married to an Irishwoman, so rugby season is complicated), Sebastian recently swapped rugby for golf after a back injury, and attends Spurs matches with his daughter.
What does living well mean to you? Holidaying with the family, mostly avoiding the fairways

David Brunning
DipPFS, STEP Affiliate, FCMI
Financial Planner
David built his first career as a Divisional Director at a national IFA, then founded, grew and sold his own IFA practice before joining Pembroke. He now leads Pembroke for Business, advising owners and directors on employee benefits and succession. A Fellow of the Chartered Management Institute, David works with private clients on wealth creation and preservation. He is married with grown children, and spends his time sailing, reading history and travelling.
What does living well mean to you? Sailing when the wind allows, book in the other hand.

Andrew Burton
APFS
Chartered Financial Planner
Andrew joined financial services as a paraplanner in 2010 and qualified as a planner four years later, advising clients worldwide on investments, retirement and estate planning. He added qualifications in pension transfers and long-term care, and became Chartered in recognition of that depth. Outside work, Andrew is usually with his wife and two sons exploring National Trust land, on a golf course, or watching Scottish football with more hope than expectation.
What does living well mean to you? Staying healthy, and always learning something new.

Evan Bye
DipPFS, IMC, CertPFS (Securities), Certs CII (MP & ER)
Financial Planner
The family farm came first, followed by a degree in Agriculture Business Management. Evan then worked his way round the world in agriculture, tourism and hospitality, including a long spell as a ski instructor.A lifelong interest in investing and economics brought him to financial planning in 2021. He helps clients turn a lifetime of saving into the retirement they want.Away from work, he’s teaching his daughter to ski. Hiking, mountain biking, photography and watching cricket fill the rest.
What does living well mean to you? Don’t be ordinary. Go a different way.

Paul Cobley
CFP™, Chartered MCSI
Certified Financial Planner
Paul's first career was as an army musician, before he moved into financial services more than thirty-eight years ago. He started Oak Barn Financial Planning, now part of Pembroke, in 2012, building one of the firm's most recognised specialisms: Pension on Divorce. In December 2006, Paul became one of the first advisers in the country accredited by Resolution as a Divorce Specialist. When time allows, he cruises the UK's waterways on his narrowboat with his wife, Jane, and dog, Bertie.
What does living well mean to you? Cruising the waterways on the narrowboat. Good food, better ale, with Jane and Bertie.

Belinda Cooper
FPFS (DM)
Chartered Financial Planner
Belinda has spent more than thirty years as a Chartered Financial Planner, and her approach has stayed consistent: understand the life first, then build the plan around it, explained in plain English until decisions feel like the client's own. She is a Fellow of the Personal Finance Society and a Resolution member, holding the Long-Term Care qualification. Outside work, Belinda spends time with her husband, children and dog, and travels abroad whenever she can.
What does living well mean to you? Travelling whenever the chance comes up, discovering something new.

Jamie Clay
DipPFS, CeRER, CeMAP
Financial Planner
Jamie spent eighteen years integrating financial planning across an aerospace company before running his own mortgage broker business, joining Pembroke in 2022. He specialises in later-life planning, holding the Long-Term Care and Equity Release qualifications, and is an Associate Member of the Society of Later Life Advisers. Outside work, Jamie explores the Sussex countryside with his wife and three daughters, and has run the London and Brighton marathons.
What does living well mean to you? Paddleboarding badly in the Sussex countryside. Marathon medals from London and Brighton

Paul Denyer
DipPFS
Financial Planner
Paul started his career in 2005 managing high-net-worth clients at a high street bank. In 2017 he became a self-employed advisor and joined Pembroke in June 2023. His approach is simple: understand a client's situation properly first, then build the long-term relationship that lets the advice stick, equipping clients with the knowledge to make their own sound decisions. Paul has been married to Lyndsey for sixteen years, and they have two children. He is a committed rugby fan, coaching as well as watching, much to his wife's despair.
What does living well mean to you? Coaching and watching rugby, family time either side.

Will Duff
DipPFS
Financial Planner
More than five years helping individuals and families make their finances feel less overwhelming: retirement planning, investing, protection, planning for the next generation. Will's aim is straightforward advice, ethically given and properly tailored. Before qualifying, Will completed a degree in Politics and International Relations followed by a master's in Conflict, Security and Development. Outside work, he is a keen football fan and avid reader who has recently taken up gardening.
What does living well mean to you? Slow mornings, good coffee.

Matty Ebblewhite
DipPFS
Financial Advisor
Ten years in hospitality came first, then two years travelling Australia and Asia, a trip that gave Matty a different way of looking at life, money and what people value. He returned to the UK, joined a wealth management firm as a Pension Administrator, and has helped clients plan for their futures since. Outside work, Matty still has the travel bug: exploring new places whenever he can, and relaxing with a good film when he can't.
What does living well mean to you? Exploring somewhere new, then a good film to unwind.

Hannah Ellerker
FPFS
Chartered Financial Planner
Hannah is a Chartered Financial Planner and a member of Pembroke's specialist divorce team, with a Master's from Sussex and a first degree from Brighton. She works with individuals, families and business owners across retirement, inheritance and divorce. She has a particular focus on supporting women and the LGBTQ+ community. Outside work, she trains Brazilian Jiu-Jitsu, walks her dog Seamus, and holds a season ticket at Fratton Park.
What does living well mean to you? A hard session on the mats, then a Saturday at Fratton Park.

Mitchell Ford
DipPFS, Cert CII (FS)
Financial Planner
More than ten years working with individuals, families and business owners have taught Mitchell one thing: clients want to know where they stand and what happens next. He builds lasting relationships and helps clients through the major moments: retirement planning, wealth preservation, business succession and everything in between. Outside work, Mitchell plays cricket and football locally in Sussex, follows Formula 1 closely, and values time with his wife and daughter.
What does living well mean to you? Playing sport, travelling, chasing something new.

Sarah Funnell
CeMAP, CeRER
Mortgage and Equity Release Advisor
Twenty-nine years across Legal & General, Halifax and now Pembroke: Sarah advises on mortgages, remortgages, buy-to-let, equity release and protection, giving clients the explanations they need to understand the process properly, not just the paperwork. Outside work, Sarah enjoys live music gigs, walking her Spanish rescue dogs with her husband on the South Downs, and spending time with her grown-up children. She has a real passion for cruising.
What does living well mean to you? Getting busy living, and doing what I actually love.

Emma Gale
DipPFS
Financial advisor
Emma has more than a decade of experience in financial services, with a background in administration, paraplanning and financial advice, giving her a strong understanding of what clients need at every stage of the planning process. She takes pride in delivering straightforward advice built around each client's circumstances, combining that practical experience with her Diploma in Financial Advice. Outside work, Emma enjoys psychological thrillers, long walks and theatre, having seen Hadestown, Operation Mincemeat and Hamilton multiple times. What does living well mean to you? Enjoying today while having peace of mind about tomorrow

Louis Goacher
AdvDipFA, CertLTCP, CeMAP, ALFBF
Chartered Financial Planner
Louis is a Chartered Financial Planner who believes advice should be clear, personal and built entirely around what the client wants, taking time to understand goals, values and concerns before a plan gets written down. His approach is straightforward and honest, aimed at long-term relationships built on trust. Louis holds Chartered status with the LIBF. He has a young family with two daughters, and competes on The Clutch Amateur Tour.
What does living well mean to you? A round on The Clutch Amateur Tour, my daughters keeping score.

Christopher Graham
DipPFS, Cert (LTCI), Cert (MP & ER), Cert (DM), Cert (Securities)
Financial Planner
Chris studied African Language and Culture at SOAS, then spent his early career working across Eastern and Southern Africa, where he met his wife. He returned to the UK in 2020 and joined Pembroke's Lifestyle Advice team. He is working towards Chartered status by 2027, holding qualifications across discretionary management, securities, long-term care and mortgage advice. He lives in Lewes with his wife and son, and cooks a dish from every country.
What does living well mean to you? Living without worry, and keeping an active social life.

Paul Grennan
CeMap, CeRER
Principal Mortgage and Equity Release Advisor
Paul spent sixteen years managing contact centre functions at EDF Energy before changing course in 2017 to join financial services as a Mortgage and Protection Advisor, joining Pembroke as Principal Mortgage and Equity Release Advisor in 2021. He specialises in residential, buy-to-let and specialist lending, alongside equity release and related protection products. Outside work, Paul enjoys football, cricket and the gym, travels with his wife and two young children, and takes to the slopes as a keen snowboarder.
What does living well mean to you? Being present with family and watching the football when Dad duties allow.

Colin Hare
Adv DipFA
Financial Planner
Pensions administration, technical support, then planning: Colin has worked every side of advice since 2002, in the City and across Surrey and Berkshire. That range feeds his lifetime cashflow models, which show how a client’s money could fund the life they want, year by year. Clients mention his patience. He answers complicated questions in plain terms. A South Devon upbringing made him a Torquay United supporter. Off duty, he’s at a match, with his three children, or swapping travel stories.
What does living well mean to you? Following Torquay United. Taking the kids to Jamaica.

Nick Holdcroft
DipPFS
Financial Planner
Nick has worked in financial services for thirty years, starting at a large pension provider before becoming a Financial Planner in 2005 and setting up his own firm in 2010, later joining Pembroke. He takes satisfaction in building financial plans that show people exactly how their objectives can be met. Outside work, Nick and his wife love Greek holidays, walking or cycling the Sussex Downs with a pub lunch along the way.
What does living well mean to you? A Greek beach, or the Sussex Downs with a pub lunch waiting

Cameron Innes
Chartered MCSI, FPFS, IMC
Chartered Financial Planner
Cameron takes a personal, holistic approach to financial planning: taking the time to understand each client's priorities, then building relationships on trust, care and honesty rather than a single transaction. He believes good planning should give people clarity, confidence and the freedom to make informed choices, and works to build relationships that hold up as circumstances change. He lives in London with his partner, and is usually on the golf course or in the gym..
What does living well mean to you? Having the freedom and confidence to make the most of life and enjoy the things that make you happiest.

Duncan Mackay
FPFS
Chartered Financial Planner
Duncan graduated from the University of Hull in 1997 and began in business development for a life and pension provider, before advising private clients on structuring and investing their wealth. He achieved the Investment Management Certificate in 2000, the Advanced Financial Planning Certificate in 2003, Chartered status in 2016, and Fellowship of the Personal Finance Society in 2017. Duncan lives in Sussex with his wife and three children, and walks the family dog on Ashdown Forest.
What does living well mean to you? Walking the dog on Ashdown Forest, whenever I can.

Gill Marsh
AdvDipFA, DipFA, CertLTCP, MLIBF
Chartered Financial Planner
Gill began her financial services career in 2003, gaining broad experience across banking, investment advice, and management before becoming a Chartered Financial Planner in 2023. Her qualifications cover taxation, trusts, pension transfers, and long-term care. Gill takes a comprehensive approach, thoroughly understanding each client's full picture to craft financial plans that support both current lifestyles and future goals. She is married with two daughters and enjoys spending her free time running, cycling, surfing, and vacationing in the sun.
What does living well mean to you? Chasing the swell on a surfboard, sun on my skin.

Jean Marshall
DipPFS
Financial Planner
Jean has spent more than a decade helping clients work towards their financial goals, holding the Diploma in Regulated Financial Planning and currently studying towards Chartered status. He specialises in analysing complex financial scenarios and turning them into comprehensive plans built around each client. Outside work, Jean plays hockey for his local club and supports Brighton & Hove Albion, through the good seasons and the difficult ones.
What does living well mean to you? A hockey match, then cheering on the Seagulls

Tom Mayhew
DipFA
Financial Advisor
Twelve years in the British Army came before Pembroke's Lifestyle Advice team, where Tom helps clients turn financial aspirations into realistic, actionable plans, with the same analytical rigour he once applied to multi-million pound budgets. He led multidisciplinary teams under real pressure for over a decade. Outside the office, Tom is an avid outdoorsman: mountaineering, rock climbing on limestone cliffs, and riding his motorcycle to find new coffee spots.
What does living well mean to you? Never losing sight of why I’m doing what I’m doing.

Olivia Miller
CFP™, Chartered MCSI
Chartered Wealth Manager
The University of Brighton in 2014, then seven years working offshore across Alderney, Jersey and Guernsey: Olivia is a Chartered Wealth Manager and Certified Financial Planner whose career has crossed more borders than most. Her approach starts with understanding what a client and their family want most, then building a plan around it. Travel is Olivia's biggest passion, and weekends are spent with her partner, Alan, and their Dachshund, Chief.
What does living well mean to you? Exploring new destinations, and staying active along the way.

Mustafa Mustafa
DipPFS
Financial Advisor
Before joining Pembroke, Mustafa worked as a Financial Advisor at St James's Place, having previously built a career as a property valuer in Islington. That move from valuing property to advising on people's finances shapes how he works now: practical, grounded, and focused on what a plan actually needs to achieve. He is a proud father of two, an experience that has given him a clear sense of what good financial planning is actually for.
What does living well mean to you? Enjoying today while planning securely for tomorrow.

Richard Penrose
DipPFS, EFA, Cert CII (MP & ER), Cert SMP
Financial Advisor
A successful small business built in Canada came before the move back to the UK, shaping how Richard works: practical, real-world, and focused on what moves a client forward. He holds the Diploma in Regulated Financial Planning alongside long-term care, mortgage advice and equity release. Richard takes a holistic approach, looking at a client's whole financial position. Born and raised in Eastbourne, he trains regularly as a keen powerlifter.
What does living well mean to you? Living my best life. No apologies.

Paul Richardson
DipFA
Financial Planner
Paul's career started with a degree in Economics and an early role as a Trainee Portfolio Manager, before taking him from Peterborough to London to work as a broker in private equity. After gaining his Financial Planning Diploma and a spell as a Protection Specialist, he joined Pembroke to focus on fully independent advice. Away from the office, Paul is married to a doctor and has two young daughters and an Australian Cobberdog named Billy.
What does living well mean to you? Walking the Sussex Downs with Billy. Six-a-side football on a weeknight

Louise Rooke
DipPFS
Financial Planner
Louise started in financial services in 2001 as a telephony agent, then moved through data analysis and compliance quality-checking while studying for her Diploma in Regulated Financial Planning, joining Antrams, now Pembroke, as a Financial Planner. That path gives her a genuine feel for the detail behind every recommendation. Outside work, Louise slows things down: woodland walks, baking bread, making quilts, school runs, and Sunday nights on the sofa with her family.
What does living well mean to you? Baking a fresh loaf. Woodland walks with no particular destination.

Danny Rudden
DipPFS
Financial Advisor
Danny grew up in Steyning and studied Economics, achieving a first, before training as a Financial Advisor, splitting his time between Sussex and London since. He works with clients from young professionals to retirees, and finds cashflow conversations the most rewarding part of the job. Outside work, Danny explores the world with his partner, Brazil a favourite (he's learning Portuguese for it), and keeps fit through the gym, football and running.
What does living well mean to you? Chasing trips to Brazil. Learning Portuguese one word at a time.

Tyler Scrafton
DipPFS
Financial Advisor
Nearly ten years in financial services, with a brief detour into outdoor fencing work, long enough to confirm Tyler was better suited to solving problems with his head than his hands. That detour led him back to Pembroke. He builds long-term relationships by taking the time to understand what a client cares about. Outside the office, Tyler splits his time between the golf course and the midfield of an Isthmian South football team.
What does living well mean to you? Feeding my competitive side, on and off the pitch.

Cassie Shaw
FPFS
Chartered Financial Planner
Cassie has spent more than twenty years in financial services, working across OneFamily, NatWest and both independent and restricted advice firms. She is a Chartered Financial Planner and Fellow of the CII, holding specialist qualifications in pension transfers, trust planning and retirement income. Outside work, Cassie is usually on the rugby sidelines cheering her daughters, or sharing a Sunday roast with family and friends.
What does living well mean to you? Sunday roast with the family, rugby sidelines for my daughters.

John Simmons
APFS
Chartered Financial Planner
Around thirty years advising on financial planning, twenty with HSBC, before independent advice with Allfield Financial Group, Elementary Financial Planning and now Pembroke: his specialisms are shareholder protection, keyperson cover and business owner advice. John is a Chartered Financial Planner, married to Nicola, with three children and three grandchildren. Outside work, he enjoys foreign travel, watching football and reading fiction.
What does living well mean to you? Leisurely walks by the sea with Buddy, my cockerpoo.

Tess Simpson
APFS
Chartered Financial Planner
A Law degree from UEA in Norwich came first; financial services followed in September 2000, when Tess qualified as a mortgage broker before working through paraplanning and IFA roles, gaining Chartered status in June 2021. She has built one of the firm's most specialised practices: Pensions on Divorce, heading Pembroke's Pensions On Divorce Expert team. Outside work, Tess spends time with her family, dances to keep fit, and reads whenever she can.
What does living well mean to you? Making time for dance, joy and creativity in equal measure.

Andy Southgate
AwPETR, CertLTCP, Chartered ALFBF
Chartered Financial Planner
Twenty years in the City of London advising lawyers and barristers came first, then discretionary investment management, then a move to Spain and Portugal advising retired expatriates. Andy is a Chartered Financial Planner with an LIBF Associateship and a BSc in Business and IT. Away from the office, Andy visits one new country a year, cooks often, and swaps his rugby boots for a mountain bike. He follows Wales and Spurs, and spends time with his partner and son.
What does living well mean to you? Discovering something new: travel, food, history, art, one at a time

Alan Tulloch
DipFA, CeRER, CeMAP, MLIBF
Financial Planner
Alan has 20 years' experience guiding clients through their financial planning. Known for his diligence and integrity, he helps people make informed decisions about the life they want and the money that funds it. Before Pembroke, Alan spent seven years in Guernsey advising high-net-worth clients at a private bank. That grounding shapes how he works: careful, considered, led by what clients need. Outside work, Alan travels and dines out with partner Olivia, and takes walks with Chief, the sausage dog.
What does living well mean to you? Live life to the full.

Poenie Van der Merwe
AwPETR, DipFA, MLIBF
Financial Planner
Poenie came to financial services later in his career, after years working in the wine industries of South Africa and England, noticing the parallels early: mystery, enjoyment, and patience. He specialises in retirement and inheritance planning, and leads Pembroke's Defined Benefit Pension Transfer Advisory Panel. Outside work, Poenie can usually be found at the braai, inventing new ways to overcook a steak, or hunting for a lost golf ball.
What does living well mean to you? Choosing the perfect glass of wine for a great meal

Karla Wells
DipPFS
Financial Planner
More than thirty years in financial services, including time as a Regional Sales Manager before nine years as a Financial Planner, now support individuals, families, businesses and company directors across pension, investment and estate planning. She puts clients at the centre of everything she does, arming people with the knowledge to make their own decisions. Outside work, Karla travels on city breaks and spends her time with her two children: farm days, theme parks and the beach.
What does living well mean to you? Watching my family hit every milestone, big or small.

Jack Whitford
DipIA, ACSI
Financial Planner
Jack works from Pembroke's Brighton office, helping individuals and families make confident decisions about their financial future. Before joining Pembroke, he supported financial planners at a leading investment management firm, delivering tax-efficient strategies. He is working towards Chartered status and takes a calm, practical approach to complexity. Outside work, Jack travels and tries new food with his two young sons, plays golf, and rarely misses a Grand Prix.
What does living well mean to you? Morning swims, then whatever adventure the day brings.
Find the right person to talk to.
Tell us a little about your situation. One of our advisors will be in touch within one working day.
30 minutes, by phone, video or in person
No pitch. No pressure. No paperwork.
A real person, within one working day.
Top 100Financial Advisors 2025
Book a call
Submit the form and pick a time that works for you.