Independent means

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Here's What an Independent Financial Adviser Means

In Singapore, the financial services industry is regulared by the Monetary Authority of Singapore. Guidelines governing the use of the designation of 'independent' is contained in publication FAA-G05.
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Introducing Financial Alliance

  • Singapore's largest independent financial advisory firm with more than 20 years of excellence.

  • Financial Alliance is a leader in providing wealth advisory services to individuals and corporates alike, including private wealth advisory, Islamic wealth advisory and fee-based advisory.

Independent by the numbers.

130,000+

clients and growing

400+

financial adviser representatives

20+

years in business

$1 billion+

assets under advice

Extensive Network of Business Partners

17 Life Insurers
36 General Insurance Partners
11 Investment Platforms
16 Financial Institutions
9 Estate Planning Companies
70 Asset Management Firms

Discover how
#ChooseIndependent
helps you

Trusted by 120k+ Clients in Singapore

Achieve Your Financial Dreams

Start growing your wealth for a better future - without compromising the present.

Attain True Peace of Mind

Optimise your protection policies to get comprehensive coverage you need for the best prices.

Leave a Lasting Legacy

Ensure your assets continue to take care of your loved ones - even if you are no longer around.

How #ChooseIndependent Works


The foundation for any customised financial plan is a detailed needs analysis.

Get an accurate snapshot of your financial situation to formulate an appropriate plan.

Gather deep insights backed my experience and data to identify gaps and opportunities.

Receive a personalised action plan based on a suite of comprehensive solutions and services.

Confidently execute your financial plan in a timely and cost-effective manner.

Ensure things are on track while continuing to work towards your long-term goals.

Need Advice?

Meet Your #ChooseIndependent
Financial Adviser Representative


Chua Chai Hoon

Associate Wealth Advisory Director

About Chua Chai Hoon
Chai Hoon graduated from Nanyang Technological University with an Honors Degree in Business, specializing in Insurance & Banking. With over 22 years in the financial advisory service, she is experienced in assisting both individuals and corporate clientele. Her areas of expertise range from insurance, investment, retirement and estate planning, to employee benefits, corporate pension and business succession planning. Deeply committed to her work, she has received continual mandate from both her retail and corporate clientele year after year in managing their investment and insurance portfolios.
She is currently among a group of practitioners in Singapore who are Chartered Financial Consultants (ChFC) and members of the Chartered Life Underwriter (CLU) group. She is also an affiliate of the Society of Trust and Estate Practitioners (STEP), assisting families with their wealth distribution and legacy planning.
采澐毕业于新加坡南洋理工大学,商务荣誉学位(保险和银行专业)。她自1999年以来从事于财务咨询服务,是新加坡的从业者其中一位持有 特许财务顾问(Chartered Financial Consultant, ChFC)和特许寿险核保师(Chartered Life Underwriter, CLU)名衔的成员。
作为一个准遗产规划从业者,她也是信托与遗产规划从业者协会(Society of Trust and Estate Practitioners,STEP) 的成员。她除了拥有个人财务- 涵盖投资/保险/退休/遗产规划的专门知识,也能提供员工福利/业务继任规划的咨询给企业客户们。她热忱及致力于她的工作,因此获得顾客多 年以来持续的支持。

Frequently Asked Questions

For “INDEPENDENT” Financial Advisory firms such as Financial Alliance, its financial advice must be free from the undue influence of higher remuneration and/or meeting sales quotas. In other words, financial advice from Financial Alliance is given solely in clients’ interests.

A financial advisory (FA) firm wishing to use the word “INDEPENDENT” – as Financial Alliance does – must fulfill the conditions laid down by Monetary Authority of Singapore (MAS) at all times.

No, the mere fact that a FA Firm can sell the products from more than one insurer or business partner does not mean that the FA Firm is “independent”.

In Singapore, only a handful are “Independent Financial Advisory Firms” because only a few are able to ensure that the financial advice given is free from the undue financial influence.

As there is no such thing as an “Independent Financial Adviser” license in Singapore, IFA Firms are, in essence, “Financial Adviser” license holders who offer financial advice while being free from undue influence.

We have your best interest at heart and will leave you to make your decision. We only ask that, when you deal with a FA Firm, you find out for yourself if it is truly an IFA Firm or a FA Firm.

If impartial financial advice is what you seek, then you should only engage an IFA Firm.

At Financial Alliance, we are dedicated to offering our clients independent financial advice. Please feel free to contact us at feedback@fa.com.sg to find out how our independent financial advice would benefit you.

#ChooseIndependent with Chua Chai Hoon

An in-depth insurance portfolio review with Chua Chai Hoon could save you money as you spend less for the same coverage, or allow you to be better protected without spending a cent more.



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