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.

Meet Your #ChooseIndependent
Financial Adviser Representative

Laurel Felicia Lee


About Laurel Felicia Lee

Thank you for stopping by my page. It is an honour to get to know you and introduce myself. Born and raised in Singapore, I have lived half of my life overseas and subsequently obtained a legal background in Norwegian law. Upon relocation to Singapore, I quickly saw the obvious differences in which the financial industry operates locally, especially in the areas of estate and wealth planning including health, education, insurance and investment tools.

All thanks to my entrepreneurial grandmother during my growing up years, I was well-provided for in a financially comfortable environment. Little did I expect that down the path of life's road, owing to circumstances beyond my control, I would experience financial hardships which I never thought was possible. Since then, my interest in the financial industry was piqued as I experienced first-hand how a rainy day wasn't all doom and gloom - a beautiful rainbow can appear in the midst of it. It solidified the belief within me that a lot can be achieved as long as we protect ourselves against certain inevitable elements in life through comprehensive planning. 

I speak English, Mandarin, Hokkien and Norwegian fluently. Besides handling life insurance and investment for individuals, I am particularly interested in marine, property, employee benefits and work injury compensation insurances. My specialties also include will writing and set up of trust for clients as part of a holistic approach to wealth, estate and succession planning. I believe in putting the interests of my clients at the centre of focus so that together, we can achieve the desired objectives and goals for their future. 

Please feel free to contact me today for a no-obligation chat about your financial dream for yourself and your loved ones, or your company and employees!

Wishing you the best,

Laurel Felicia

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 Laurel Felicia Lee

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