Financial Advice Built On Candour
At Candor Rubra Financial Ltd, we provide independent financial planning for individuals, families and business owners from our base at 128 City Road, London. Our aim is to help you make informed decisions about your finances through straightforward advice, transparent communication and a financial plan tailored to your circumstances. We believe that trust begins with openness, which is why we explain our recommendations in plain English, disclose our charges before undertaking any work and ensure that you understand the reasoning behind the advice we provide.Our services cover retirement planning, pension advice, the consolidation of pensions and reviews of existing arrangements. We also assist with retirement income planning, including drawdown and tax-efficient withdrawal strategies, alongside investment planning through ISAs and general investment accounts. Cashflow planning enables you to assess your progress towards your financial objectives, while our pension and investment planning supports company directors and business owners. Through regular reviews, we help keep your arrangements aligned with changes in your circumstances and relevant rules. We begin with a complimentary, no-obligation conversation before researching suitable solutions based on your objectives, attitude to risk and capacity for loss. Ongoing support is available to maintain your plan. Meetings can take place in person in London or remotely by video. Investments and their income can fall as well as rise, and you may receive less than you invest. We are an Appointed Representative of ValidPath Limited, authorised and regulated by the Financial Conduct Authority.
Served areas
- Clapham, Wandsworth, Wimbledon, London, Battersea, Balham, Putney
Business details
- Year established: 2025
- Licensed
- Insured
Highlights and features
- Independent financial advice built on honesty, clarity and transparency
- Over 20 years of experience in complex financial planning
- Straightforward wealth management designed for sustainable long-term growth
- Expert mortgage advice tailored to your wider financial plans
- Practical pension planning for a confident and tax-efficient retirement
- Personalised protection and inheritance tax planning to safeguard your legacy
Associations and certifications
- Appointed Representative of ValidPath Limited
- ValidPath Limited is authorised and regulated by the Financial Conduct Authority
- Diploma in Regulated Financial Planning
- Mortgage Advice Certificate
- Equity Release Certificate
- Member of the PFS
- Member of the CII
Services
We believe effective wealth management requires a clear understanding of your ambitions, concerns and financial position before any investment decisions are made. Our independent service brings your finances together within a coherent plan, incorporating suitable investments, tax allowances and appropriate financial structures. Recommendations reflect your individual objectives and risk tolerance, assessed through a psychometric test. We agree our fees upfront, avoid hidden commissions and review your strategy regularly as life changes.
We help clients navigate the mortgage market through independent advice and a structured process that covers assessment, recommendations, application and completion. Rather than directing you towards a preferred lender, we evaluate the available options by examining rates, fees and terms together. Our service accommodates a variety of circumstances, including first property purchases, home moves, remortgages and more complex buy-to-let requirements, with clear explanations throughout.
Protecting what matters requires careful consideration of the financial risks you face throughout life. We assess your circumstances to establish suitable cover for your family, income, mortgage or business, ensuring your protection remains relevant as your responsibilities evolve. Our independent position allows us to compare available policies objectively, explain their terms in plain English and provide ongoing support if your needs change or you need to claim.
We provide independent pension advice to help you bring together pensions accumulated throughout your working life. Our service begins with a comprehensive review of your existing arrangements, including their costs, investments and any valuable guarantees. Where consolidation is appropriate, we organise your pensions into a more manageable structure. We also develop a clear strategy for turning your pension savings into retirement income.
My approach to inheritance tax planning begins with understanding your complete financial picture and the people you wish to provide for. I consider how allowances, gifts, pensions, life cover and wealth structures may help preserve your estate for future generations. Where legal matters arise, I collaborate with your solicitor or an appropriate specialist to ensure your arrangements work together as a coherent plan.
People
Sam Pemberton
Founder
I set the firm up for a simple reason: after twenty years in financial services, I'd grown tired of watching good people get treated as numbers, sold products that suited targets rather than them, and spoken to in jargon that kept them at arm's length. I knew advice could be done better, so I built a firm to do exactly that.
Reviews (3)
Chris Dangerfield
Sep 29, 2026
I had spoken to a few other financial companies before contacting Candor Rubra Financial, but my experience with Sam Pemberton was completely different.
Sam took the time to understand my age, income, goals and attitude towards risk, then broke down the different investment opportunities available to me. More importantly, he put everything into plain English. For once, I came away from a conversation about investing feeling that I actually understood what had been discussed rather than simply being presented with a wall of financial terminology.
At no point did I feel pressured or as though I was being given a sales pitch. In fact, quite the opposite. When I said I'd speak to him again in a few days, Sam suggested I give it a few weeks instead. He then gave me a number of online resources to look through so I could develop a wider understanding of long-term investing before making any decisions. That told me a lot.
There was a genuine sense that he wanted me to make the right decisions for myself and do well over the long term, rather than simply secure my business.
When it comes to financial advice, trust matters enormously. With some of the other companies I'd spoken to, something simply didn't feel right. With Sam, I felt I was talking to someone with integrity, knowledge and experience, as well as a refreshingly honest approach to what can be a confusing subject.
An excellent experience with Candor Rubra Financial, and Sam Pemberton in particular. Highly recommended.
Sam took the time to understand my age, income, goals and attitude towards risk, then broke down the different investment opportunities available to me. More importantly, he put everything into plain English. For once, I came away from a conversation about investing feeling that I actually understood what had been discussed rather than simply being presented with a wall of financial terminology.
At no point did I feel pressured or as though I was being given a sales pitch. In fact, quite the opposite. When I said I'd speak to him again in a few days, Sam suggested I give it a few weeks instead. He then gave me a number of online resources to look through so I could develop a wider understanding of long-term investing before making any decisions. That told me a lot.
There was a genuine sense that he wanted me to make the right decisions for myself and do well over the long term, rather than simply secure my business.
When it comes to financial advice, trust matters enormously. With some of the other companies I'd spoken to, something simply didn't feel right. With Sam, I felt I was talking to someone with integrity, knowledge and experience, as well as a refreshingly honest approach to what can be a confusing subject.
An excellent experience with Candor Rubra Financial, and Sam Pemberton in particular. Highly recommended.
Mitchell Johnson
Sep 28, 2026
Rob Pearson
Sep 24, 2026