What Pembroke Private Wealth Management does

Pembroke Private Wealth Management is a Canadian boutique wealth management firm established in 1988 as a subsidiary of Pembroke Management (founded 1968). Headquartered in Montreal with an additional office in Toronto, the firm is regulated by the Mutual Fund Dealers Association of Canada (MFDA) and serves high-net-worth private clients, families, and business owners with discretionary investment management and holistic wealth advisory services (tax, estate, family wealth structures, succession planning). The firm also operates a separate institutional division providing sub-advisory and direct mandates to pension funds and asset managers in Canada, the United States, and Europe.

Pembroke's core product is a multi-strategy equity and fixed income platform built around a consistent quality growth investment philosophy. Offerings span Canadian, U.S., International, and Global strategies in growth, dividend growth, concentrated, balanced, and fixed income categories, plus wealth advisory services and a secure Salesforce-based private client portal. The research process is fundamentally driven and bottom-up, combining quantitative financial analysis with on-site qualitative assessment of company management, culture, and execution. The flagship Pembroke Concentrated Strategy (launched 2018) holds approximately 15-20 high-quality North American small- and mid-cap growth companies and is the vehicle for the firm's $250 million mandate from the Caisse de dépôt et placement du Québec (CDPQ).

The business model is asset-based: revenue is generated through recurring investment management and advisory fees on private client AUM, institutional management fees (e.g., the CDPQ mandate), and sub-advisory fees (e.g., the Scotia Wealth Canadian Growth Pool mandate with Scotia Global Asset Management, effective May 26, 2026). Distribution is direct to private clients through a dedicated Wealth Service Team and the MFDA dealer network in Canada, while institutional distribution is handled by senior relationship managers in Canada, the U.S., and Europe. The firm is entirely privately owned by its partners, with employees and their families reported as the largest non-institutional unitholders in Pembroke's own funds (over CAD $100 million invested), creating strong alignment of interests.

Name

Pembroke Private Wealth Management

Legal name

Pembroke Private Wealth Management

Website

https://pml.ca

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Pembroke Private Wealth Management is a Montreal-based boutique wealth management firm (subsidiary of Pembroke Management, founded 1968) that delivers discretionary quality-growth equity and balanced strategies, plus holistic tax and estate planning, to high-net-worth private clients in Canada and institutional investors across North America and Europe.

Ownership category

akta.pro rank

Product category

Wealth Management & Investment Advisory

NAICS

Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Discretionary Portfolio Management (Retail) (FSAAAAAH)

akta.pro secondary industry

Affluent / Mass-Affluent Private Banking (FSABADAC)

Keywords

• Wealth management services
• Investment management strategies
• Equity portfolio management
• Private wealth advisory
• Institutional asset management

Headquarters

HQ city

Montreal

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Wealth Management and Investment Advisory Fees: Pembroke Private Wealth Management generates revenue through investment management and advisory fees charged to private clients for managing their portfolios. The firm is MFDA regulated, indicating a mutual fund/dealer structure. Pembroke Management Ltd. (the parent) also earns management fees from institutional mandates such as the sub-advisory relationship with Scotia Global Asset Management and the CDPQ mandate.
2. Sub-Advisory Fees (Scotia Mandate): Pembroke Management Ltd. was appointed as sub-adviser for the Scotia Wealth Canadian Growth Pool and a separate Scotia fund mandate using Pembroke's Canadian All Cap Strategy. Revenue is earned through sub-advisory fees from Scotia Global Asset Management.
3. Institutional Asset Management Fees (CDPQ Mandate): The Caisse de dépôt et placement du Québec (CDPQ) entrusted $250 million to Pembroke through the Pembroke Concentrated Strategy, generating institutional management fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Pembroke Private Wealth Management is an independent, boutique Canadian wealth management firm that delivers discretionary portfolio management across a suite of equity and fixed income investment strategies (Canadian, U.S., International, and Global growth, dividend, balanced, and bond mandates) alongside holistic wealth advisory services including personal and corporate tax planning, estate planning, family wealth structures, and succession planning. The firm serves high-net-worth private clients and families from offices in Montreal and Toronto, and additionally provides institutional mandates and sub-advisory services through its parent Pembroke Management.

Product overview

Pembroke Private Wealth Management, established in 1988 as a subsidiary of Pembroke Management (established in 1968), operates as a boutique wealth management firm offering a coordinated suite of quality growth investment strategies and wealth advisory services. The core offering consists of equity and fixed income investment mandates — Canadian, U.S., International, and Global strategies across growth, dividend, balanced, and fixed income categories — managed with a consistent quality growth philosophy focused on fundamental research, management alignment, and long-term value creation. The investment strategies range from concentrated high-conviction mandates (Concentrated Strategy) to broader diversified offerings (Canadian All Cap Strategy, Global Balanced Strategy). On the advisory side, the firm provides wealth management services encompassing tax planning, estate planning, family wealth structures, and succession. Client-facing digital tools include a secure online client portal. The firm is MFDA-regulated, with products available only to Canadian residents for non-institutional investors.

Differentiator

Problem solved

Functional benefit

Products and services

• Canadian Growth Strategy

Quantifiable outcome

• The Pembroke Concentrated Strategy (CDPQ mandate) consists of approximately 15 to 20 high-quality North American growth companies, primarily in the small- and mid-cap segment, launched in 2018.
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Scotia Global Asset ManagementcoreChannel Partner/ Reseller/ Distributor · 26 May 2026Scotia Global Asset Management appointed Pembroke Management Ltd. as sub-adviser for the Scotia Wealth Canadian Growth Pool (effective May 26, 2026). There will be no change to the fund's investment objectives as a result of the transition. Separately, Scotia Global Asset Management selected Pembroke's Canadian All Cap Strategy for a separate Scotia fund mandate. These appointments reflect Pembroke's long-standing focus on disciplined investment management and quality growth investing, and bring Pembroke's approach to Scotia's broad investor base.
• Enactus CanadaminorStrategic or Co-development PartnerPembroke actively supports Enactus Canada, providing funding and serving as judges at Enactus competitions. Enactus is a student entrepreneurship organization that runs national and world cup competitions. Pembroke's involvement reflects the firm's values of initiative, ownership thinking, and long-term value creation. The partnership aligns with Pembroke's belief in backing people who think like owners and act on opportunity.
• Van Berkom Small-Cap Investment Management Program (Concordia University)minorOthersPembroke team members Stephen Hui and Martin Tzakov serve as mentors and investment committee members for the Van Berkom Small-Cap Investment Management Program at Concordia University, an academic program providing students with practical investment management experience. This reflects Pembroke's commitment to nurturing future investment talent.
• CPA Canada (In-Depth Tax Course)minorOthersStephanie Pantaleo, Partner at Pembroke, mentors future professionals as an In-Residence Facilitator for CPA Canada's In-Depth Tax Course and through the Rotman School of Management Alumni Mentorship Program. This supports professional development in accounting and tax planning.
• Rotman School of Management (University of Toronto)minorOthersStephanie Pantaleo, Partner at Pembroke, participates as a mentor in the Rotman School of Management Alumni Mentorship Program, contributing to the professional development of future business leaders.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Letko Brosseau Asset Management: Montreal-based, employee-owned boutique wealth and asset management firm focused on quality growth investing across Canadian and global equities. Highly comparable profile: similar size, philosophy, and Quebec-rooted institutional and private client franchise.
• Jarislowsky Fraser: Montreal-based independent investment manager specializing in fundamental research-driven equity mandates. Closely comparable Canadian boutique quality manager with strong institutional franchise and Quebec heritage.
• Mawer Investment Management: Calgary-based employee-owned boutique manager built on a disciplined, research-driven investment process targeting quality growth companies across global mandates. Directly comparable boutique model with multi-strategy platform serving both institutional and private clients.
• Cidel Asset Management: Canadian boutique asset manager offering diversified portfolios and multi-asset strategies to high-net-worth and institutional clients. Comparable boutique independent wealth and asset manager serving private and institutional segments.
• Burgundy Asset Management: Toronto-based boutique asset manager offering Canadian, U.S., and global equity strategies for institutional and private clients. Comparable boutique independent Canadian manager with quality-driven philosophy.
• Gluskin Sheff + Associates: Toronto-based independent wealth manager offering customized portfolios and private investment solutions to high-net-worth individuals and institutions. Comparable Canadian high-net-worth-focused boutique manager.

Emerging players

• Wealthsimple: Canadian digital wealth manager offering low-cost automated portfolios and direct investing. Relevant as an emerging competitor pressing down fees in the Canadian mass-affluent and younger HNW segments that Pembroke's private clients ultimately graduate from.
• Northwood Family Office: Toronto-based multi-family office providing wealth management and investment services to ultra-high-net-worth families. Comparable boutique player in the adjacent Canadian family-office segment where Pembroke competes for complex multi-generational mandates.

Broad incumbents

• Fiera Capital: Large Montreal-based independent asset manager with broad institutional and private wealth offerings across equities, fixed income, and alternatives. Comparable Canadian asset manager with overlapping product suite but substantially larger scale and broader menu.
• Scotia Global Asset Management: Asset management arm of Scotiabank, distributes Canadian equity pooled funds (including the Scotia Wealth Canadian Growth Pool for which Pembroke is sub-adviser). Provides channel context for Pembroke's sub-advisory distribution partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/pembroke-private-wealth-management

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Private Wealth Management