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.


clients and growing


financial adviser representatives


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
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

David Phuah

Senior Financial Advisory Manager

About David Phuah

Meet David Phuah, a seasoned financial adviser with over 19 years of experience in the industry. David is a certified financial planner since 2004, having completed rigorous training and continuing education requirements to earn his credentials. His expertise lies in providing comprehensive financial planning services to individuals and families, including retirement planning, investment management, estate planning, medical and health insurance.

What sets David apart is his commitment to building long-term relationships with his clients through the financial planning process. He takes the time to understand their unique needs, goals, and values, and uses that information to develop customized financial plans that align with their objectives. David believes that effective financial planning requires collaboration, trust, and transparency, and he works tirelessly to ensure that his clients are informed and empowered to make smart financial decisions.

David is looking at building long-term relationships with all his clients through his professionalism, competence, and integrity. He strives to earn his clients trust by having their best interests at heart. David's approachable demeanor and patience make him easy to work with and a true asset to any financial planning team.

In short, if you are looking for a professional, competent, and trustworthy financial adviser who will put your needs first and work tirelessly to help you achieve your financial goals, look no further than David Phuah. He is ready and eager to help you achieve financial success. His mobile is 9765 6788 and email address is

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 to find out how our independent financial advice would benefit you.

#ChooseIndependent with David Phuah

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