Keith Richards is the founding director and CEO of the Consumer Duty Alliance (CDA), an independent, not-for-profit professional body created by and for the sector. The CDA promotes consumer-focused good practice, engages policymakers on consumer duty, and champions the value of professional advice. A recognised leader in financial services,

Keith has over 40 years’ executive experience and a strong media profile, regularly contributing to national and trade press. He previously served as CEO of the Personal Finance Society for eight years, Chief Membership Officer at the Chartered Insurance Institute, and held senior roles at Tenet Group and Royal London Group. Keith has actively shaped the profession through board positions with PFS, Tenet, RL Retail, AIFA, AMI, EFPA, and government/regulatory working groups. He is also founding Chair of the Financial Vulnerability Taskforce, promoting understanding and good practice around consumer vulnerability.