Pembroke Financial Services

Name

Pembroke Financial Services

Legal name

Pembroke Financial Services Ltd

Website

https://pembrokefinancial.co.uk

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Independent Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industry

Fee-Only Advisory (FSAEAAAL)

Keywords

• Financial planning services
• Independent financial advice
• Pension advisory services
• Investment management advice
• Mortgage advisory services

Headquarters

HQ city

Shoreham-by-sea

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Financial Advisory Fees: Fee-based financial advisory services including financial planning, investment planning, pensions, tax planning, mortgages, and protection. Revenue generated through client advisory fees for personalised financial advice and planning services.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Pembroke Financial Services is an independent financial advisory firm delivering personalized financial planning, investment, pension, tax, mortgage, and protection advice to individuals across life stages, alongside corporate financial planning, business succession, and workplace pension services. Operating from multiple offices in South East England, the firm combines face-to-face advisory consultations with remote (phone and video) channels and a client-facing Personal Finance Portal. Revenue is generated primarily through advisory fees on tailored financial plans and ongoing reviews.

Product overview

Pembroke Financial Services is an independent financial advisory firm offering an integrated suite of financial planning services for individuals and businesses across the South East of England. The core offering centers on personalized financial planning incorporating investment planning, pensions and retirement planning, tax planning, mortgage advice, and protection products, with specialized services including business succession planning, corporate pension management, and later-life care planning. The firm operates two service tiers (Foundation and Lifestyle) plus a digital Personal Finance Portal, providing advisory services across life stages from first employment through retirement and wealth transfer.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Core advisory service providing personalized financial action plans tailored to individual client goals, circumstances, and life stages, from initial assessment through ongoing plan management.
• Investment Planning Wealth growth advisory helping clients build investment portfolios aligned with their risk tolerance and long-term objectives, including ISAs, trusts, and bonds.
• Pensions Comprehensive pension advisory covering personal pensions, SIPPs, stakeholder pensions, company pensions, workplace pensions, auto-enrolment, pension drawdown, and lifetime annuities for retirement planning.
• Tax Planning Tax-efficient wealth management advisory including inheritance tax planning, capital gains tax mitigation strategies, and tax-efficient investment structures.
• Mortgage Advice Mortgage advisory covering residential purchases, remortgaging, buy-to-let, interest-only, capital and interest, flexible mortgages, and equity release options.
• Protection Risk protection advisory including life assurance, critical illness cover, income protection insurance, health insurance, and general insurance to safeguard clients and their families.
• Pensions and Divorce Advisory Specialized advisory service addressing pension asset division and financial planning considerations during divorce proceedings.
• Long-Term Care Planning Specialized planning service for later-life care costs, including care funding strategies, equity release, and care fees planning.
• Corporate Financial Planning Financial advisory services for businesses including corporate pension schemes, employee benefits planning, and strategic financial management for organizations.
• Business Succession Planning Exit strategy and business continuity planning for business owners, including succession plan development, shareholder protection, and value realization optimization.
• Business Protection Insurance Corporate risk protection including shareholder protection insurance and key person insurance to secure business continuity and stakeholder interests.
• Workplace Pensions Auto-enrolment compliance and workplace pension scheme management for employers, including scheme setup, ongoing administration support, and employee communication.
• Personal Finance Portal Client-facing online platform enabling clients to access financial information, manage accounts, and engage with advisory services digitally.

Named customers5 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Broad incumbents

• St. James's Place: The largest UK wealth management group, offering advice-led investment, pension, and tax planning through a national partner network. Comparable to Pembroke on the personal financial planning value proposition, but at vastly greater scale and a national footprint.
• Rathbones Group: UK-listed wealth manager providing investment management, financial planning, and tax services to private clients, trusts, and charities. Comparable to Pembroke in core financial planning and investment advice, but with national reach, a discretionary investment arm, and institutional scale.
• Brewin Dolphin: UK wealth manager (now part of RBC) offering investment management and financial planning to private clients, intermediaries, and charities. Comparable to Pembroke in financial planning and investment advice, but with significantly larger AUM and a national office network.
• Evelyn Partners: UK wealth management and professional services group (formed from the merger of Smith & Williamson and Tilney) offering financial planning, investment management, tax, and advisory services. Comparable to Pembroke on personal financial planning and investment advice at significantly greater scale.
• Brown Shipley: UK private bank and wealth manager providing investment management, financial planning, and banking services to high-net-worth individuals and families. Comparable to Pembroke in tailored financial planning and investment advice, but with private banking capabilities and a broader client base.
• Quilter: UK wealth management business providing investment platforms, financial planning, and advice solutions to advisers and clients. Comparable to Pembroke through its advice-led wealth management segment, though Quilter also operates a platform business that Pembroke does not have.

Direct peers

• Killik & Co: UK independent financial adviser focused on long-term financial planning, investments, and pensions for individuals across life stages. Directly comparable to Pembroke in independent advice ethos, life-stage segmentation, and holistic personal financial planning services.
• Charles Stanley: UK wealth manager and financial adviser offering investment management, financial planning, and advisory services to private clients. Closely comparable to Pembroke across personal financial planning, investment advice, and pensions, though larger and nationally distributed.
• Saunderson House: UK independent financial adviser serving high-net-worth individuals with bespoke financial planning, investment, and tax advice. Closely comparable to Pembroke on the lifestyle/comprehensive advisory tier, particularly for affluent clients, though more concentrated in London.
• JM Finn: UK private investment management and financial planning firm providing bespoke discretionary portfolio management and advice to private clients. Directly comparable to Pembroke in life-stage financial planning and personal investment advice for affluent individuals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/pembrokefs
• Facebookfacebook.com/pembrokefs
• LinkedInlinkedin.com/company/pembroke-financial-services-ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pembroke Financial Services