Now in our 24th year of trading we have 8 qualified regulated Independent Financial Advisers (3 of whom are Chartered Financial Planners); a Principal Mortgage Adviser and 7 friendly support staff.

We always aim to provide tailored financial solutions in a professional and unbiased manner. We are committed to high standards, not only in terms of quality of financial advice but also in ongoing client service offered by a friendly, highly motivated team with excellent technological back-up.

We are happy to see clients at home, at their place of work or at our offices in Shoreham.

Highlights, Specialties & Features

  • Wealth Management
  • Retirement Planning , Pensions
  • Mortgages
  • Investments and Savings
  • Life Assurance
  • Income Protection
  • Tax Planning
  • Business Financial Planning

Professional Associations & Certifications

  • Authorised and Regulated by the FCA under number 228341
  • Trading Standards 'Buy With Confidence' accredited
  • The Personal Finance Society (PFS)
  • Proud Sponsors of Ropetackle Arts Centre
  • Federation of Small Businesses ( FSB)

Serviced Areas

  • Shoreham-by-Sea,Hove,Brighton,Worthing,Crawley,Burgess Hill, Seaford

Contact Details

  Person Keith Relf
  City Shoreham-by-Sea
  Postcode BN43 5DB
  Address Marlborough House, 102-110 High Street,
  Phone Number (01273) 774855
  Mobile 07801687191
  Fax (01273) 737848

Business Representative

Keith Relf

Managing Director

I founded Pembroke in 1993 after being given the opportunity to set up on my own by a Corporate client who wanted me to be their in house Employee Benefit Consultant. I was to deal with their Group pensions, life assurance, income protection and private healthcare as well as individual employees business such as investments and mortgages 24 years later we are still here and Pembroke has grown from a one man band to a veritable orchestra of 17!
I am very proud to say that the maxim I began with treat others as one would like others to treat oneself has served me well over 24 years. Pembroke has grown organically, I hope attracting the right type of people, and furthermore I like to think that this ethical code is now totally embedded within the organisation.

I worked for several major Life Offices throughout my early Financial Services career but probably owe my start proper to a chap who is unfortunately no longer with us Howard Robinson. He taught me how to always take the long term view and treat all clients, no matter how much they have, with equal care.

I have now taken a step away from giving regulated financial direct advice and am now concentrating my efforts on making Pembroke an even more effective and visible organisation. I am conscious however to maintain the client relationships built over the past 24 years, as these are the foundation of our future growth.

I am Chairman of our Investment Committee and oversee our Ethical and Environmental portfolio.

Products & Services

Savings & Investments

Building an investment portfolio must take into account tax opportunities and implications, attitude to risk and reward and balancing it to the need for income, growth or both.
Wealth creation and management is an ongoing process and we look to have regular contact to ensure that we give you the best chance to achieve your investment and savings targets.
We can provide a full investment advice and portfolio planning service for you.

Pensions & Retirement

When it comes to providing for our retirement, too many people are doing too little too late.
Putting away even a small sum early on can make a big difference to the lifestyle you will enjoy when you retire.
The golden rule for most people, is to not rely on the State alone.


For most people, buying their own home will be the largest single investment they ever make.
So, making the wrong decision can become a very expensive mistake. Taking the wrong mortgage can end up costing thousands extra over the lifetime of the loan, and what appears to be the cheapest on day one will not always prove to be so over an extended period of time.

Life, Health & Corporate Insurance

Pembroke Financial Services Ltd offer protection products from the whole of the UK market.


When it comes to your savings and investments, a few easy tax-planning measures can dramatically cut the tax you pay, giving a healthy boost to the returns you and your family get.
Whether we're talking about the money we earn or the money our savings earn for us, the taxman takes as much as 4 in every 10. But while most of us dislike paying tax, over four in every five of us bury our heads in the sand instead of doing anything to cut our rising personal tax bills. In fact as a nation we waste a staggering 9. 3 billion each year by not taking any action.

  • I would recommend this business

I highly recommend Pembroke Financial Services team to anyone looking for financial advice - they have always provided me with high quality and expert financial planning advice. They have advised me for a number of years now on a wide range of affairs and have really invested the time to understand my financial position and objectives, and they always provide the best solution that works for me. Overall, a very impressive service.

Value for money
Service & support
Overall ratingExcellent

Customer Testimonials

As always your friendly advice about my financial affairs was most helpful and I feel reassured they are in good hands.

Cindy is the ideal PA since she is always a joy to contact, will resolve problems initially or if unable to will expedite the issue to a senior partner and pursue until resolved. All contact is diligently confidential. 
I have worked with her for many years and now consider her a friend and the first port of call for all advice from Pembroke on financial affairs.

I have known Jill for over 15 years and she has arranged several mortgages for my wife and I. Fortunately Jill always seems ahead of game, contacting me well in advance of any decisions that have to be made allowing us enough time to reflect on the options Jill has put to us. I have done and would recommend Jill to potential clients. In addition I am happy for Jill to pass on my details if you wish to speak to me directly.

Photo Book

Social Activity

Improving your knowledge of financial matters has never been easier with a huge selection of podcasts from experts
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3 Pembroke Financial IFAs carry the Gold Standard for Pensions! Read more here:
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New Coronavirus Update From the Partners at Pembroke Financial Services:
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First-time buyers, remember to factor in these costs. If youre a first-time buyer, youve probably been focussing
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Dividends and coronavirus: Will your income be affected? As businesses have been hit by the coronavirus, some have
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What are your rights if you have a summer holiday booked? Andy Knight, Chartered Financial Planner at Pembroke Fina
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Imminent Retirement Planning in 2020? If youre retiring this year, congratulations! For some excellent advice rea
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Why you should have a Power of Attorney in place. If you dont have a Power of Attorney in place, Adrian Moy, one
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From Our Website

We're a leading Independent Financial Adviser (IFA) firm based in Shoreham and covering Brighton & surrounding areas. We offer financial planning and investment advice to individuals, companies, trustees, business owners and their staff. Our team of highly-qualified and experienced Financial Advisers will always be on hand to find the right solutions for your individual needs. We're an independent financial advice business, built on firm foundations: personal relationships, high quality advice and ongoing value.

Keith Relf, Managing Partner of Pembroke, said: Our business is growing, so we were delighted when GMIFC approached us, as they are a highly-regarded independent firm and we have known the owners for a year or so. Their ethos and approach are the same as our own, with a focus on professionalism and bespoke personal client service, so the two teams are a great fit. Chris Gray of GMIFC added: The team at Pembroke is second to none and we have every confidence our clients will be in safe hands with Keith and his colleagues.

Pembroke Financial Services Limited is Authorised and Regulated by the Financial Conduct Authority. We are entered in the Financial Services Register under number 228341, Registered and Incorporated in England & Wales at Atlas Chambers, 33 West Street, Brighton, BN1 2RE under number 2518721. The FCA does not regulate National Savings, or some forms of Mortgage, Tax Planning, Offshore Investments or School Fees Planning. The information contained within this site is subject to the UK regulation regime and is therefore targeted at consumers based in the UK only.

The better informed you are, the closer your relationship with your Financial Planners. By giving you as much access to information and insight into your financial world as we can, we can help to break down seemingly complex tasks into the understandable and manageable. View full details including current and historic valuations of your investments held under the custody of the Standard Life Wrap platform here. Tax Wrappers such as ISA, Personal Portfolio, SIPP, Onshore and Offshore Capital Investment Bond are held here together with a Document Library where you will find copies of relevant information such as statements, contract notes, fund factsheets and consolidated tax certificates.