Sales Development Representative - Accountants and IFAs at Penfold

Hi, we're Penfold - we’re on a mission to help everyone save enough to be comfortable in later life by making pensions accessible and engaging! There’s over a trillion pounds in UK pensions, but the industry is full of traditional providers with outdated products and poor customer service. Penfold is dragging the pension industry out of the dark ages with a platform built on modern technology. We’re demystifying pensions to make pension saving easy, accessible and engaging. We’re a focused team of 70 based primarily across London and Tallinn, and have raised significant funding from some of the most successful FinTech investors in the world. We manage over 1bn of pension assets for over 100,000 savers and thousands of businesses, and we’re growing rapidly every month. Our team is focused on building an amazing pension experience for our customers.

The Role

As an SDR at Penfold, you’ll pay a critical role in growing our partner network, with a particular focus on accountants and independent financial advisors (IFAs). You’ll be responsible for initiating and developing relationships with professional partners who support UK start-ups and scale-ups, introducing them to Penfold, and booking high-quality meetings for our sales teams. This is a high-activity, outbound-focused role where success comes from confidence on the phone, strong communication, and the ability to build trust with senior professionals. Whether it’s cold calling, personalised emails, or LinkedIn outreach, you’ll be at the forefront of expanding Penfold’s top-of-funnel through intermediaries rather than selling directly to end customers.

Key Responsibilities

• Own outbound activity to accountants and IFAs via 50+ calls per day, alongside email and LinkedIn activity
• Identify, research, and engage potential partner firms and key decision-makers
• Clearly articulate Penfold’s value proposition to professional advisers and how we support their clients
• Qualify interest and book meetings for the Sales team, ensuring strong context and handover
• Engage inbound partner interest and convert it into meaningful conversations
• Build and maintain a high-quality pipeline of partner-led opportunities
• Collaborate closely with Sales, Partnerships, and Marketing to refine messaging and targeting
• Maintain accurate records of all activity in HubSpot CRM
• Consistently hit (and exceed!) activity and meeting targets, earning uncapped commission

What We’re Looking For

Must-haves

• Proactive and driven: You are a self-starter who thrives in a high-activity, outbound role
• Comfortable on the phone: You’re confident making a high volume of calls and speaking to senior professionals
• Sales-oriented mindset: You have experience in a sales, SDR, or commercial role and understand how to qualify opportunities
• Excellent communicator: You can build rapport quickly and hold credible conversations with accountants and IFAs
• Resilient and determined: You handle rejection well and stay motivated in a target-driven environment
• B2B, partnerships, or channel experience, particularly selling to accountants or IFAs

Nice-to-haves

• Exposure to fintech, pensions, or financial services
• Tech-savvy: Familiarity with CRM tools (e.g., HubSpot), phone systems (e.g., AirCall), and platforms like LinkedIn Sales Navigator is advantageous.
• Experience working in a startup or scale-up environment

Why Penfold?

• Uncapped commission: Based on the number of Sales Accepted Leads (SALs) you generate.
• Progression opportunities: We’re growing fast - and we want you to grow with us.
• A high-energy, supportive team that celebrates wins together.

Culture

We believe great teams are diverse teams. Whatever your background, identity, or experience - we want to hear from you. We’re building a high-performance culture and are looking for people who not only fit but add to it. We work hard, celebrate our successes, and lift each other up.

Benefits

• Competitive salary - 40-50k OTE (depending on experience) with uncapped commissions.
• Meaningful share options, you’ll own a part of Penfold and share in our success
• 10% pension contribution each month that you don’t need to match (on top of your salary)
• Medical insurance, through Vitality
• Unlimited holiday, we’re interested in your output, not how many holidays you go on!
• Hybrid working, we like people to come into our office (so it would be great if you lived in the London area) at least a couple of days a week to collaborate, but we trust you to get your work done in whatever environment suits you
• Great office space, plenty of people come into our wonderful private office opposite Borough Underground station
• Free tea, coffee, soft drinks, and snacks
• Free company lunch every week (e.g., Borough Market, Mercato Metropolitano)
• MacBook and any WFH equipment you need
• Option to buy a bike tax-free, and spread the cost (using the cycle to work scheme)
• Learning and Professional Development - we conduct regular 360 feedback and focus on role progression that suits each individual. We support everyone with courses, events, and coaching to help everyone reach their goals
• Quarterly company socials, and regular meet-ups throughout the year too!
• Plus a host of other benefits - see here: Penfold Careers

Application Process

We’ll have a quick introductory call to properly introduce you to Penfold, find out more about your experience so far and career aspirations, and make sure you get a chance to ask any questions you might have. Then there will be a take-home task followed by an interview so we get a better feel for how you work. Finally, we’ll organise a session with a small group of people from around the business so you can learn more about our company culture. We’re 100% committed to building a diverse and representative team. Whatever your background, gender, race, age, or ability - we’d love to hear from you. If you have any questions, feel free to ask (even anonymously)! We’re all about giving every candidate the best chance to shine. If you require any reasonable adjustments to the job description, application, or selection process, just let us know - we’d be happy to help. When it comes to hiring, we focus only on your skills, experience, and how you live our values. As part of our hiring process, we may record your interview and use AI tools to generate notes. This helps us capture details accurately and ensures a fair review by our hiring panel. By attending an interview with Penfold, you consent to the use of recording and AI-generated notes for this purpose. If you have any concerns or would prefer not to be recorded, please let us know in advance.