Jeffrey S.D. Tory, CFA

Chair, Partner, Director, Portfolio Manager

Jeff Tory joined Pembroke in 1987 as an analyst under the mentorship of founders Ian Soutar and Scott Taylor. Over the years, he taken on significant responsibility and now serves as Chair, Partner, Director and Portfolio Manager.

Jeff began his investment career at Burns Fry Ltd., where he helped launch the firm’s small‑cap research product. This early experience cemented his belief in the significant role that smaller companies play as engines of economic growth—a conviction that has guided his approach ever since.

At Pembroke, Jeff is known for his disciplined, long-term mindset and thoughtful investment process. He seeks growth companies with strong balance sheets, aligned leadership and durable competitive advantages. Through rigorous research and ongoing engagement with company executives, he has helped the firm and its clients navigate multiple market cycles with clarity and confidence. He also plays a key role in developing Pembroke’s investment team, mentoring the next generation of analysts and portfolio managers.

In addition to his investment responsibilities, Jeff contributes actively to the broader community. He serves on the investment committees of two foundations, shares his insights as an Adjunct Lecturer in the Applied Investment Program at McGill University, and plays a leadership role in the revitalization of Club Sportif MAA, one of the oldest sports clubs in North America.

In 2025, Jeff was appointed Independent Vice Chair of the Board of Directors of Tucows Inc., where he also serves on the Audit Committee.

Highlights

  • Chair, Partner, Director, Portfolio Manager at Pembroke Management and Chair at Pembroke Private Wealth Management.
  • Independent Vice Chair, Board of Tucows Inc.; member of the Audit Committee.
  • Adjunct Lecturer for the Applied Investment Program at McGill University.
  • Almost 40 years of investment leadership in research, strategy and client service.

Previous Experience

  • Junior Analyst, Burns Fry Ltd.— Helped launch the firm’s small cap research product.
  • Analyst, Pembroke Management — Worked under the mentorship of founders Ian Soutar and Scott Taylor.

Education and Professional Designations

  • Bachelor of Arts, Queen’s University.
  • Chartered Financial Analyst, CFA Institute.

Leadership and Community

  • Investment Committee Member, two charitable foundations.
  • Adjunct Lecturer, Applied Investment Program, McGill University.
  • Director, Club Sportif MAA.
  • Independent Vice Chair, Board of Directors, Tucows Inc.; Member, Audit Committee.
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