Keith is Chief Executive Officer of the Consumer Duty Alliance (CDA), an independent, not-for-profit professional body, created 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 in the implementation of Consumer Duty, engage Policymakers and raise the profile of Retail Financial Services with the public.

A recognised leader within the financial services sector, Keith has over 40 years’ experience operating at executive level. He has an established media profile built over two decades and is regularly called upon for comment both at home and abroad by various organisations, including Trade and National press.

Previous roles include leading the Personal Finance Society as Chief Executive Officer from 2013 to 2021, Chief Membership Officer of the Chartered Insurance Institute, MD of one of the UK’s largest IFA Networks, Tenet Group and prior to that he was Head of Retail for the largest mutual in the UK, Royal London Group.

Actively engaged in the promotion of financial services within the UK and internationally, having set up operations in the Middle East and Asia Pacific, he has contributed to various boards, including CDA, FVT, PFS, PAT, 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.