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


Tony Tan Jie Lun

Financial Consultant

About Tony Tan Jie Lun

价钱是您付出的。价值是您得到的!

我是陈捷伦。我之前的事业来自华尔街的金融中心,曾与业优秀的专业投资者合作,引导他们和复炸策列。我这八年中,也是我家庭保险组合的负责人。

在复杂的金融世界。我个人的指导原则是对客户真诚忠诚。希望通过深知你心更得你意,赢取你的信任做你理财之路的指南针! “客户至上”是我的基本商业原则。我努力彻底了解客户的情况,并据此提供最佳解决方案。与客户合作不是交易,是我与他们建立长期合作伙伴关系的机会。我们通过与金融业不同的业内合作伙伴合作,分析并采购最佳原料,制定出最佳解决方案,赢得客户的信任和信心。

把通用的财务计划抛在外!我会与你独特的需求和个性,塑造和您一样独特的策略。无论您是刚刚起步、建立家庭还是计划退休,我的方法都是从深知你心更得你意开始的。了解您的个人情况、您的优先事项和您的梦想。我们将共同制定一个切实可行的分步计划来指导您的财务旅程,确保您在每一步都感到知情、自信和掌控。

Price is What you pay. Value is what you get!
Coming from the heart of Wall Street, I have worked alongside the industry's best, navigating the complex world of finance. I believe that being sincere and true to his clients is what guides my financial advisory practice.

“Client before self” is my fundamental business principle.   I give my best effort to understand my clients’ situations thoroughly and offer the best solution accordingly.   Engaging with my clients is not transactional, but an opportunity for me to build a long-term working partnership with them. By working with partners across the industry and procure the best ingredients, I hope to craft the best solutions to resolve my client needs and win my client's trust and confidence.  

Forget generic financial plans! I believe in crafting strategies as unique as you are. Whether you're just starting out, building a family, or planning for retirement, my approach begins with deeply understanding your needs! Understanding your individual circumstances, your priorities, and your dreams is paramount. Together, we'll develop a practical, step-by-step plan to navigate your financial journey, ensuring you feel informed, confident, and in control every step of the way!

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 Tony Tan Jie Lun

An in-depth insurance portfolio review with Tony Tan Jie Lun 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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