Keith Richards

Keith Richards

CEO Personal Finance Society

A recognised leader within the financial services sector, Keith has over 30 years experience operating at executive level across manufacturing, distribution and Intermediated Professional Advice. He has an established media profile and is a visible figurehead within the financial services sector, regularly called upon for comment both home and abroad by various organisations, including Trade and National media.

Keith established a strong media profile whilst representing one of the UK’s largest IFA Networks (Tenet Group) as Group Distribution and Development Director, prior to which he was Head of Retail for the largest mutual insurance company in the UK, Royal London Group. Actively engaged in the promotion of financial services within the UK and internationally, he has contributed to the boards of both AIFA/APFA (now PIMFA) and AMI. He sits on the board of the European Financial Planning Association (EFPA), a member of various government and regulatory working groups and is Chairman of TISA Exco for Adviser Protocol having also represented the intermediary advice sector over many years on a number of panels and strategic leadership forums.

Keith was appointed Chief Executive of the Personal Finance Society (PFS) in May 2013 and subsequently appointed as Managing Director of Engagement for the Chartered Insurance Institute (CII) on 1st August 2016. In addition to guiding the operational and strategic evolution of the PFS he has developed greater government and regulatory engagement for the profession, brought about enhancements to membership benefits and its national CPD programmes. Keith has also introduced a number of key consumer and Professional Standards initiatives which include a consumer website, the largest accredited adviser director in the UK, a pro-bono advice programme in partnership with Citizens Advice, Education Champions for schools, as well as a national anti-scam, consumer confidence and United Profession Campaigns.


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