For most of us, the reason we do what we do is pretty simple. It’s for our family. It’s that core motivation that drives us to work hard and try to make smart choices for the future. We do it to give our children a good start, to make sure our parents are comfortable, and to build a secure life with our partner.

And it’s so much more than just paying the bills, isn’t it? It’s that quiet sense of responsibility we all feel. That’s the real Singaporean juggle, trying to honour the generation before us while building a good foundation for the next one.

Our lives are often measured by these big goals, like getting our first housing, planning for education costs, and hoping for a comfortable retirement one day.

I’m not just saying this as an advisor. I live it too. Before anything else, I’m the pillar of my family, and navigating my own family’s hopes and plans is the most important work I do.

Over my eight years in this field, I’ve realised that my clients and I are all on the same journey, trying to do the best for the people we love. But through this experience, I started to see a huge gap between what families actually need and what the financial industry often provides.

The conversation was always about products, policies, and percentages. Yet for the families I talked to, and for my own, the real conversation was about hopes and dreams. Our lives aren’t spreadsheets, and our futures shouldn’t be treated like transactions.

That’s why I knew I had to build my practice differently. I believe real financial guidance comes from a place of genuine understanding. It means forgetting about sales targets and commission cheques and focusing on what actually matters.

My goal is to listen to your story and honour the “why” that drives you, with the honest and clear advice your family deserves.