Pembroke Management
Pembroke Management is an independent, employee-owned Canadian wealth and investment management firm founded in 1968, serving individuals, families, foundations, and institutions through discretionary asset management and the Pembroke Family of Funds.
- Company typePrivate
- Founded1968
- HeadquartersMontreal, Canada
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Pembroke Management does
Pembroke Management Ltd. is an independent, privately held, employee-owned Canadian wealth and investment management firm founded in 1968 and headquartered in Montreal, with a secondary office in Toronto. The firm serves individuals, families, foundations, and institutions, offering discretionary asset management, financial planning, and specialized wealth strategies for multi-generational families. Its core product platform is the Pembroke Family of Funds, a suite of pooled funds spanning five strategies: Balanced, Canadian Equity, U.S. Equity, International and Global Equity, and Fixed Income.
The firm generates revenue through recurring management and advisory fees on discretionary mandates and pooled funds, with pricing not publicly disclosed. Distribution combines a direct, advisor-led sales model with content marketing (website, LinkedIn, Twitter/X, Instagram, Facebook) and a secure client portal; institutional reach was extended in May 2026 via a sub-advisory appointment on the Scotia Wealth Canadian Growth Pool by Scotia Global Asset Management. There is no proprietary technology product; the offering is built on investment research, portfolio construction, and long-term quality-growth equity selection rather than on a software or AI platform.
Pembroke differentiates on independence, employee ownership, and co-investment alignment with clients, and emphasizes stability of team and investment philosophy. The firm is actively operating, with recent signals including a new Partner appointment in June 2026 and a redesigned website launch in July 2026, alongside active equity portfolio management evidenced by a $14.16M Q1 2026 sale of Q2 Holdings shares.
Pembroke Management firmographics
Firmographics- Name
- Pembroke Management
- Legal name
- Pembroke Management Ltd.
- Website
- https://private.pml.ca
- Company type
- Private
- Founded year
- 1968
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pembroke Management is an independent, employee-owned Canadian wealth and investment management firm founded in 1968, serving individuals, families, foundations, and institutions through discretionary asset management and the Pembroke Family of Funds.
- Ownership category
- akta.pro rank
Pembroke Management industry classification
Industry- Product category
- Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Discretionary Portfolio Management (Retail) (FSAAAAAH)
- akta.pro secondary industry
- Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)
Keywords
Where Pembroke Management is headquartered
LocationHeadquarters
- HQ city
- Montreal
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Pembroke Management business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Wealth Management and Investment Advisory Fees: Pembroke Management generates revenue through management fees and advisory services for wealth management, investment management, and related financial planning services. The firm offers discretionary asset management, financial planning, and a family of funds.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Pembroke Management product offering
Product offeringCore offering
Pembroke Management is an independent, privately held, employee-owned wealth and investment management firm offering the Pembroke Family of Funds (a suite of pooled funds spanning balanced, Canadian equity, U.S. equity, international/global equity, and fixed income mandates) alongside advisory services including discretionary asset management, financial planning, and multigenerational wealth strategies for families.
Product overview
Pembroke Management is an independent private wealth and investment management firm offering a unified suite of investment and wealth management services. The core offering includes the Pembroke Family of Funds—a collection of pooled investment funds spanning five distinct investment strategies: Balanced, Canadian Equity, U.S. Equity, International/Global Equity, and Fixed Income. Complementing the fund suite are advisory services including Financial Planning, Discretionary Asset Management, and specialized Wealth Strategies for Families. The product architecture is structured as a platform of investment mandates with complementary advisory services, designed for individuals, families, foundations, and institutional clients seeking long-term wealth growth and preservation.
Differentiator
Problem solved
Functional benefit
Products and services
- Pembroke Family of Funds A suite of pooled investment funds offering various asset allocation strategies including balanced, Canadian equity, U.S. equity, international/global equity, and fixed income mandates for investors seeking diversified fund vehicles.
- Balanced Strategies Multi-asset portfolio strategies combining equities and fixed income designed for clients seeking balanced growth and income.
- Canadian Equity Strategies Equity-focused investment mandates targeting Canadian publicly listed companies with long-term growth potential.
- U.S. Equity Strategies Equity-focused investment mandates targeting U.S. publicly listed companies with long-term growth potential.
- International and Global Equity Strategies Equity-focused investment mandates targeting international and global publicly listed companies outside North America.
- Fixed Income Strategies Fixed income investment mandates focused on bonds and other debt securities for income and capital preservation.
- Discretionary Asset Management Discretionary portfolio management where the firm makes investment decisions on behalf of clients within agreed mandates.
- Financial Planning Comprehensive financial planning services helping individuals and families organize and optimize their financial affairs.
- Wealth Strategies for Families Specialized wealth strategies tailored for high-net-worth families, focusing on multigenerational wealth preservation and transfer.
Companies that use Pembroke Management
Customer profileSegments2 records
Ideal customer profiles2 records
Pembroke Management technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pembroke Management partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Scotia Global Asset ManagementcorePembroke Private Wealth Management was appointed as sub-adviser for the Scotia Wealth Canadian Growth Pool, effective on or around May 26, 2026. There is no change to the fund's investment objectives as a result of this transition. This represents a significant institutional partnership where Scotia distributes Pembroke's investment expertise through their wealth platform.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Pembroke Management competitors and assessment
Company assessmentDirect peers
- Leith Wheeler Investment Counsel: Canadian independent, employee-owned investment management firm based in Vancouver serving institutions and high-net-worth individuals with pooled funds and discretionary mandates. Highly comparable to Pembroke on structure (independent, employee-owned), geography (Canada), and product mix (multi-strategy pooled funds plus discretionary).
- Mawer Investment Management: Calgary-based independent, employee-owned Canadian investment manager offering pooled funds and discretionary portfolio management to individuals, families, and institutions. Comparable to Pembroke as a Canadian boutique with a quality-growth equity philosophy and multi-strategy pooled fund lineup.
- Beutel, Goodman & Company: Canadian independent, employee-owned investment manager offering pooled funds and discretionary mandates focused on quality equity and fixed income. Closely comparable to Pembroke in mandate set, ownership structure, and target clients.
- Connor, Clark & Lunn Investment Management: Independent Canadian investment manager with multi-strategy pooled funds serving institutional and retail clients. Comparable to Pembroke in fund architecture and discretionary management, with a broader product set due to larger scale.
- Burgundy Asset Management: Toronto-based independent investment management firm serving private clients, foundations, and institutions with pooled funds and discretionary mandates. Comparable in client mix, Canadian focus, and boutique scale.
- Jarislowsky Fraser (now part of Scotiabank): Canadian investment manager historically focused on discretionary portfolio management for institutions and high-net-worth individuals. Directly comparable mandate set; differs in now operating under a major Canadian bank owner.
- Gluskin Sheff + Associates (now Richardson Wealth): Canadian discretionary wealth manager serving high-net-worth individuals and institutions with pooled funds. Comparable in client segments and discretionary mandate focus; larger and now integrated into a national wealth platform.
Broad incumbents
- Fiera Capital: Public Canadian asset manager offering institutional and private wealth investment solutions across equities, fixed income, and alternatives. Comparable product breadth to Pembroke but at significantly larger scale and with a broader institutional footprint.
- CI Global Asset Management: One of Canada's largest investment managers offering a broad lineup of pooled funds and discretionary solutions. Comparable as a multi-strategy Canadian manager, but at materially greater scale and retail-distribution reach than Pembroke.
Regional players
- 1832 Asset Management (Scotia bank subsidiary): Asset management arm of Scotiabank, which is the parent of Scotia Global Asset Management and the distributor of the Scotia Wealth Canadian Growth Pool now sub-advised by Pembroke. Direct counterparty and adjacent institutional Canadian manager.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Pembroke Management social profiles
Digital presencePembroke Management financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pembroke Management leadership team
Management profileNumber of profiles
Profiles2 records
Pembroke Management funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pembroke Management M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pembroke Management
What does Pembroke Management do?
Pembroke Management is an independent, privately held, employee-owned wealth and investment management firm offering the Pembroke Family of Funds (a suite of pooled funds spanning balanced, Canadian equity, U.S. equity, international/global equity, and fixed income mandates) alongside advisory services including discretionary asset management, financial planning, and multigenerational wealth strategies for families.
Is Pembroke Management a public or private company?
Pembroke Management is a private company. It is classified as management employee owned and is currently operating.
When was Pembroke Management founded?
Pembroke Management was founded in 1968. It employs 11 to 50 people.
Where is Pembroke Management based?
Pembroke Management is headquartered in Montreal, Canada, in the North America region.
How does Pembroke Management make money?
One revenue line is on record: wealth Management and Investment Advisory Fees.
Who are Pembroke Management's main competitors?
Direct peers on record are Leith Wheeler Investment Counsel, Mawer Investment Management, Beutel, Goodman & Company, Connor, Clark & Lunn Investment Management, Burgundy Asset Management, Jarislowsky Fraser (now part of Scotiabank) and Gluskin Sheff + Associates (now Richardson Wealth). Broad incumbents are Fiera Capital and CI Global Asset Management. 1832 Asset Management (Scotia bank subsidiary) is listed as a regional player.
Does Pembroke Management have an API?
No public API is recorded for Pembroke Management.
What industry is Pembroke Management in?
Pembroke Management's product category is Wealth Management. Its primary akta.pro industry code is FSAAAAAH, Discretionary Portfolio Management (Retail), with a secondary code of FSAAABAD, Advisory Portfolio Management (Non-Discretionary). Its NAICS code is 523940 and its SIC code is 6282.