Keith Richards

Managing director of engagement, CII and chief executive, Personal Finance Society

Keith has over 30 years’ experience within financial services operating at executive level across both manufacturing and distribution.

He established a strong media profile while representing Tenet Group as group distribution and development director. Actively engaged in the promotion of financial services within the UK, he has contributed to the boards of AIFA (now APFA) and AMI. He is chairman of TISA Exco for adviser protocol and has represented the intermediary sector over many years on panels and strategic leadership forums. 

Keith was appointed chief executive of the Personal Finance Society in May 2013. In addition to guiding the strategic evolution of the society, he has evolved a greater government and regulatory engagement and brought about enhancements to membership benefits and its national CPD programme. He has also introduced key consumer facing initiatives – the Consumer Confidence and United Profession Campaigns – that have been embraced by the majority across the advice profession.