Keith Richards

Keith is a founding director and CEO of the Consumer Duty Alliance (CDA), an independent, not-for-profit professional body, for the sector by the sector. The CDA is consumer focused and brings together a cross-sector Alliance for the sharing of ‘good practice’ to support members, engage Policymakers on key consumer duty matters and raise the profile of the profession and the value of professional advice with the public.

A recognised leader within the financial services sector, Keith has over 38 years experience operating at executive level, has an established media profile and is regularly called upon for comment both home and abroad by various organisations, including Trade and National press.

Keith established a strong media profile whilst leading the Personal Finance Society as Chief Executive Officer, also incorporating the role of Chief Membership Officer of the Chartered Insurance Institute, prior to which he was an executive board director of one of the UK’s largest IFA Networks, Tenet Group and prior to that he was Head of Retail Distribution 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 various boards, including PFS, Tenet, RL Retail, AIFA, AMI, European Financial Planning Association (EFPA) and various government and regulatory working groups.

Keith is also the founding Chair of the Financial Vulnerability Taskforce, which is an independent representative body covering the Personal Finance and wider Financial Services Sector. Its ultimate purpose is to promote greater understanding, encourage appropriate behaviours and establish good practice in respect of consumer vulnerability.