Financial Advice Built On Candour

Candor Rubra Financial Ltd offers independent financial planning for individuals, families and business owners seeking an understandable approach to managing their money. Based at 128 City Road, London, we focus on providing honest guidance and helping clients develop financial plans they can follow. Transparency is central to our work: we communicate in plain English, explain the basis of our recommendations and outline all charges before beginning any work. We want you to know not only what we recommend, but also why the advice is relevant to your financial circumstances and objectives.

Our advice encompasses pension planning, retirement preparation, pension consolidation and assessments of existing pension arrangements. For those approaching or enjoying retirement, we cover income planning, including drawdown and tax-efficient methods of making withdrawals. Investment planning through ISAs and general investment accounts forms another part of our service, complemented by cashflow planning to measure progress towards your goals. We also work with company directors and business owners on pension and investment matters. Regular reviews allow us to revisit your arrangements when your circumstances or the relevant rules change. Engagement starts with a free, no-obligation conversation to explore your needs and establish whether we are a suitable choice. If you decide to proceed, we research options and make recommendations that reflect your objectives, attitude to risk and capacity for loss, with ongoing service offered to help keep your plan on course. Consultations are available face to face in London or remotely by video. Investment values and income fluctuate, and you may get back 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

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Wealth Management Report

At Candor Rubra, we create wealth management strategies that reflect your circumstances rather than relying on standardised solutions. Our process starts by establishing your financial position and long-term objectives, enabling us to recommend investments and structures suited to your needs and appetite for risk. We consider investment quality, tax efficiency and available allowances when developing your plan. Ongoing reviews help maintain its relevance, while transparent fees ensure you understand the costs from the outset.

Mortgage Advice Report

We provide independent mortgage advice, searching the whole market to identify suitable options for your circumstances. By considering interest rates, fees and mortgage terms together, we establish the overall cost of each deal rather than focusing solely on headline rates. Whether you are purchasing your first home, moving, remortgaging or investing in property, we offer clear recommendations and transparent fees.

Protection Advice Report

We provide independent protection advice designed around your personal circumstances, financial commitments and business responsibilities. Our approach identifies the cover you genuinely need, without recommending unnecessary policies. As we are not tied to any insurer or provider, our recommendations reflect your requirements rather than commission. We explain policy terms clearly, helping you make informed decisions with confidence.

Pension Advice Report

We offer whole-of-market pension advice designed to bring clarity to your retirement arrangements and help you make informed decisions. By examining your existing pensions, we establish how they are invested, what charges apply and whether any guarantees could be lost through transferring. If bringing your arrangements together offers genuine advantages, we manage the consolidation process and help you prepare for the transition from building savings to drawing an income.

Inheritance Tax Planning Report

I help you protect the wealth you have built and ensure more of your estate reaches the family members and causes that matter to you. Through independent inheritance tax planning, we assess your assets, identify relevant allowances and explore gifting opportunities. By starting early, you can consider more options and reduce the risk of unnecessary tax liabilities affecting your legacy.

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.

James Blackler

Oct 13, 2026

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Sam is very diligent and is a pleasure to work with.

Chris Dangerfield

Sep 29, 2026

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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.

Rob Pearson

Sep 24, 2026

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Really impressed with the advice and support I received from Sam. Knowledgeable, straightforward and genuinely helpful, with everything explained clearly and without any pressure. Highly recommended.