Our Ethos

The Penguin Way

As Financial Advisers we believe that we have the best job in the world. We get to help people plan for a more comfortable and more enjoyable future.  How could we not find satisfaction in that?

We really love helping people become more comfortable with their future and would love the chance to do so for you.

But why should you choose Penguin to take you on this journey?


In 2020 Penguin were awarded a ‘Business Service Excellence’ award at the Business Growth Awards, Wales.

Penguin, once again, were named as Estate Planner of the year 2019 at the SOLLA Conference. In 2019 Penguin also placed as Finalists in the Great British Entrepreneur Awards, Craig Palfrey was shortlisted for Director of the Year at the IOD Wales Awards.

In 2019 Penguin placed as one of the Top 100 UK Advisers in The Financial Times, additionally Penguin also won the ‘Visionary Leadership’ award at The Business Growth Wales Awards.

In 2018 Penguin won the ‘Customer Focus’ award at the Zokit Awards.

On top of being the most decorated firm in Wales this year we are also amongst the top adviser firms in the UK – we were the first firm in the UK to achieve the hat-trick; becoming a Chartered, BS8577 Certified and CISI Accredited firm.

These signify that we “demonstrate the highest professional standards of financial planning service and advice”, “our clients are at the heart of our business” and that we “ensure our staff members acquire and retain the necessary knowledge and skills to deliver the highest quality advice”.


Most importantly, we are Independent Financial Advisers. This means that we are not dependant on, or influenced by, providers of financial products. The advice we give is unbiased and will be the best possible advice for your individual situation.

We are also authorised and regulated by the Financial Conduct Authority, adhering to their compliance guidelines to make sure our clients are always 100% happy with our advice and ethics.

Click here to view our profile on the FCA website

Our Promises to You

We could reel off qualifications all day, though they alone are not the answer. The real answer is because for us it is all about you. Yes that is clichéd but we wouldn’t have gained these awards and qualifications if we didn’t put you first. At Penguin your happiness is our mission.

We promise to:

  • Listen to you intently, and so understand your personal values and objectives.
  • Ensure that you enjoy your working life and your retirement without financial worry
  • Help you gain a much more fulfilling lifestyle and a clearer financial perspective.
  • Protect your hard-earned wealth and your family’s lifestyle.
  • Deliver our services to you ‘On Time, Every Time, Exactly as Promised’.
Please click here to view our 12 promises to you

Please get in touch because we would really love the chance to help you improve your future.

If you’re concerned about your finances and how they work for you then complete the enquiry form and book a Discovery Meeting with a member of our Advice Team.

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T: 02920 450143


Penguin House, Raleigh Walk, Brigantine Place,
Cardiff, CF10 4LN

Cowbridge Office
5 Willow Walk , Cowbridge
Vale of Glamorgan, CF71 7EE

Penguin © 2022. Penguin is a trading name of Penguin Wealth Planners Ltd. who are authorised and regulated by the Financial Conduct Authority (FCA no. 830057). For further information please View More

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