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

Jeff began his investment career at Burns Fry, where he helped launch the firm’s small‑cap research product. This early experience cemented his belief in the significant role 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 Pembroke and its clients navigate multiple market cycles with clarity and confidence. Jeff 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 played 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.