Synergy Financial Advisers

What Synergy Financial Advisers does

Synergy Financial Advisers Ltd. is a Singapore-incorporated, privately held financial advisory firm founded in 2012 that distributes life, health, and general insurance products alongside investment solutions through a network of licensed financial advisers. The firm serves individual consumers, corporate clients (group insurance, keyman protection, buy-sell funding), high net worth accredited investors, and walk-in general insurance buyers, organized across 15+ named director-led branch units under FA Licence No. FA100050. Revenue is generated on a commission basis from a multi-carrier platform spanning 19 life insurance partners, 18 general insurers, and 6 investment platforms, supplemented by inside-sales distribution via phone and WhatsApp, and enterprise field sales to corporate accounts. The firm is multi-award winning, with three consecutive years on the Singapore's Fastest Growing Companies list (2024-2026), Singapore Prestige Brand Award (Established Brands, 2022), SME 500 (2023), ISO 9001, ISO 27001, and Data Protection Trustmark (DPTM) certifications, signaling a mature, compliance-led operator.

The company's core technology is the OneSynergy platform, a proprietary integrated stack that combines a CRM, performance dashboard, OneSynergy Mobile app, My Financial Compass needs-analysis tool, InsureFirst premium generator, Provider Integration with carrier systems, RapidResponse canned-response tool, Singpass/Myinfo government identity integration, and Autobot AI, a 24/7 generative AI chatbot. Distribution is omnichannel: direct face-to-face advisory, inside sales through phone and WhatsApp, enterprise field sales to corporate clients, content and SEO-driven top-of-funnel, and events plus referrals for mid- and bottom-of-funnel conversion. Synergy pursues a roll-up growth strategy, having completed its fourth M&A in 2024 to expand its expatriate adviser team, and is the operating parent of acquired books such as Linc. Leadership is concentrated among a small executive committee (CEO Adrian Peh; Executive Directors Jeff Lee, Kelvin Yeo, and Warwick Young; Chief Advisory Officer Arun Rama), with ownership and equity structure not publicly disclosed.

Name

Synergy Financial Advisers

Legal name

Synergy Financial Advisers Ltd.

Website

https://synergy.com.sg

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

251–500 employees

Short description

Synergy Financial Advisers is a Singapore-based, MAS-licensed financial advisory firm that distributes life, health, general insurance, and investment products through a network of licensed advisers organized across 15+ branches, serving individual, corporate, and high net worth clients.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Insurance Agencies and Brokerages (52421)

SIC

Investment Advice (6282)

akta.pro primary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

akta.pro secondary industries

Retirement Plan Participant Advice & Managed Accounts (FSAEABAF), Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)

Keywords

• Financial advisory services
• Insurance brokerage
• Wealth management
• Retirement planning
• Investment advisory

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Insurance Commission: Commission-based revenue from sale of life insurance, health insurance, and general insurance products through their network of financial advisers
2. Financial Products Commission: Commission revenue from investment products and platforms including unit trusts, structured products, and other financial instruments

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Synergy Financial Advisers is a multi-award winning Singapore financial advisory firm that distributes life insurance, health insurance, general insurance, and investment products through its licensed adviser network. The firm delivers advice across four product lines — Personal Solutions, Corporate Solutions, General Insurance, and High Net Worth services — via its proprietary OneSynergy Platform and a multi-provider shelf spanning 19 life insurers, 18 general insurers, and 6 investment platforms. Revenue is generated through commissions on insurance and investment product sales.

Product overview

Synergy Financial Advisers operates as a multi-award winning financial advisory firm offering a comprehensive suite of services through its proprietary OneSynergy Platform. The core offerings include Personal Solutions (life insurance, health & disability, investment solutions), Corporate Solutions (group insurance, keyman protection, golden handcuff, buy-sell funding), General Insurance (travel, personal accident, home content), and High Net Worth services for accredited investors. The OneSynergy Platform serves as the central hub integrating proprietary modules including Autobot AI (24/7 chatbot), My Financial Compass (financial needs analysis), Performance Dashboard, OneSynergy Mobile app, Client Relationship Management, Singpass/Myinfo integration, Provider Integration, RapidResponse (canned responses), and InsureFirst (premium generator). Additional tools include Financial Planning Standards for standardised calculations and Get a Quote for insurance quotations.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Solutions Financial advisory services covering life insurance, health and disability solutions, and investment solutions tailored to individual client needs. Distributed through Synergy's licensed adviser network.
• Corporate Solutions Business-focused financial solutions including group insurance, business keyman protection, golden handcuff strategies, and business buy-sell funding, serving corporate clients.
• General Insurance Insurance products covering travel, personal accident, home content, and other personal lines to protect clients' assets and wellbeing.
• High Net Worth Services Specialised financial advisory services for accredited investors, providing access to exclusive investment opportunities and personalised wealth strategies through international and offshore partners.
• OneSynergy Platform Centralised proprietary technology platform that integrates Synergy's adviser tools (CRM, Autobot AI, MFC, Performance Dashboard, Mobile app, Singpass integration, Provider Integration, RapidResponse, InsureFirst) enabling advisers to manage clients, performance tracking, and business operations in one unified system.
• Get a Quote Online quotation request service for general insurance products, including fire and lightning coverage for properties, enabling prospective customers to initiate insurance purchase online.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature8 records

Partnerships

43 partnerships are on record, tiered core and minor.

• China Life Insurance (Singapore) Pte LtdcoreChannel Partner/ Reseller/ DistributorLife insurance provider partner offering life protection and savings products through Synergy's adviser network
• China Taiping Insurance (Singapore) Pte LtdcoreChannel Partner/ Reseller/ DistributorLife insurance provider partner offering comprehensive life insurance solutions
• Etiqa Insurance Pte LtdcoreChannel Partner/ Reseller/ DistributorInsurance partner providing life and general insurance products through the distribution network
• Friends Provident International LtdcoreChannel Partner/ Reseller/ DistributorInternational life insurance provider offering offshore insurance and investment solutions
• FWD Life Insurance Company (Bermuda) Ltd (Singapore)coreChannel Partner/ Reseller/ DistributorDigital-focused life insurer offering innovative insurance solutions
• FWD Singapore Pte LtdcoreChannel Partner/ Reseller/ DistributorDigital insurance company providing technology-driven insurance products
• HSBC Life (Singapore) Pte LtdcoreChannel Partner/ Reseller/ DistributorBanking-affiliated life insurer offering comprehensive life and health insurance solutions
• Income Insurance LtdcoreChannel Partner/ Reseller/ DistributorInsurance provider specializing in life, health, and general insurance products
• Life Insurance Corporation (Singapore) Pte LtdcoreChannel Partner/ Reseller/ DistributorSubsidiary of India's largest life insurer offering traditional life insurance products
• Manulife (Singapore) Pte LtdcoreChannel Partner/ Reseller/ DistributorGlobal life insurer offering comprehensive protection and investment solutions
• Monument International Life Assurance Company LtdminorChannel Partner/ Reseller/ DistributorInternational life assurance company providing specialized insurance products
• Raffles Health Insurance Pte LtdcoreChannel Partner/ Reseller/ DistributorHealth insurance specialist providing comprehensive medical and health coverage solutions
• Singapore Life LtdcoreChannel Partner/ Reseller/ DistributorDigital life insurer offering straight-forward life insurance products
• Sun Life Assurance Company of CanadacoreChannel Partner/ Reseller/ DistributorInternational life and health insurer providing protection and wealth management solutions
• Swiss Life (Singapore) Pte LtdcoreChannel Partner/ Reseller/ DistributorSwiss-based life insurer offering wealth and protection solutions
• Tokio Marine Insurance Singapore LtdcoreChannel Partner/ Reseller/ DistributorGeneral and life insurer from Japan providing comprehensive insurance coverage
• Transamerica Life (Bermuda) LtdminorChannel Partner/ Reseller/ DistributorOffshore life insurer offering international insurance and investment-linked products
• Utmost International Isle of Man LtdminorChannel Partner/ Reseller/ DistributorInternational life assurance provider from Isle of Man offering wealth preservation solutions
• Utmost Worldwide LimitedminorChannel Partner/ Reseller/ DistributorInternational life and wealth management company
• Great Eastern General InsurancecoreChannel Partner/ Reseller/ DistributorGeneral insurer providing property, casualty, and personal insurance products
• Allianz Insurance SingaporecoreChannel Partner/ Reseller/ DistributorGlobal insurer offering comprehensive general insurance solutions
• Allied World Assurance CompanyminorChannel Partner/ Reseller/ DistributorSpecialty insurer providing commercial insurance solutions
• BeazleyminorChannel Partner/ Reseller/ DistributorSpecialty insurer focusing on Lloyd's market and specialty lines
• BerkleyminorChannel Partner/ Reseller/ DistributorInsurance company offering commercial lines and specialty coverage
• BlackpandaminorChannel Partner/ Reseller/ DistributorDigital insurance provider offering specialized coverage solutions
• Chubb Insurance SingaporecoreChannel Partner/ Reseller/ DistributorGlobal insurer providing comprehensive general insurance products
• Cigna Europe Insurance CompanycoreChannel Partner/ Reseller/ DistributorHealth and insurance company offering global coverage solutions
• Delta InsuranceminorChannel Partner/ Reseller/ DistributorInsurance provider offering general and commercial insurance products
• Direct Asia Insurance (Singapore)minorChannel Partner/ Reseller/ DistributorDirect-to-consumer insurer offering straightforward insurance products
• ECICS LimitedminorChannel Partner/ Reseller/ DistributorSingapore-based insurer providing general insurance solutions
• EQ Insurance CompanyminorChannel Partner/ Reseller/ DistributorInsurance provider offering general coverage products
• Great American Insurance GroupminorChannel Partner/ Reseller/ DistributorDiversified insurance group offering commercial and specialty lines
• HL AssuranceminorChannel Partner/ Reseller/ DistributorInsurance agency providing motor and general insurance solutions
• Liberty InsurancecoreChannel Partner/ Reseller/ DistributorCommercial and personal lines insurer offering comprehensive coverage
• MSIG Insurance (Singapore)coreChannel Partner/ Reseller/ DistributorGeneral insurer offering personal and commercial insurance products
• QBE Insurance (Singapore)coreChannel Partner/ Reseller/ DistributorGlobal insurer providing commercial and specialty insurance solutions
• Sompo Insurance SingaporecoreChannel Partner/ Reseller/ DistributorJapanese insurer offering comprehensive general insurance coverage
• IFAST FinancialcoreChannel Partner/ Reseller/ DistributorInvestment platform providing access to unit trusts, bonds, and investment products
• Interactive BrokerscoreChannel Partner/ Reseller/ DistributorOnline brokerage platform enabling access to global securities and derivatives markets
• Grow with SinglifecoreChannel Partner/ Reseller/ DistributorDigital wealth management platform offering savings and investment solutions
• PhillipCapitalcoreChannel Partner/ Reseller/ DistributorFinancial services group providing investment and wealth management solutions
• Tiger Brokers SingaporecoreChannel Partner/ Reseller/ DistributorOnline brokerage offering access to global stock markets including US, Hong Kong, Singapore
• UOB Kay HiancoreChannel Partner/ Reseller/ DistributorLeading Singapore brokerage providing equity trading and investment services

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• AIA Financial Advisers (Singapore): Tied-agent financial advisory arm of AIA Singapore, distributing life, health, and investment-linked products to individuals and corporates. Directly competes with Synergy for the same adviser-driven distribution and customer base in Singapore.
• Great Eastern Life Assurance: One of Singapore's largest established life insurers with an extensive tied-adviser network. Overlaps directly with Synergy in life, health, and wealth distribution, and is also a competing product partner.
• Prudential Assurance Company Singapore: Major life insurer with a large tied FA force distributing life and investment-linked products in Singapore. Direct competitor for both advisers and end-customers, and also a partner of Synergy on certain product shelves.
• Manulife (Singapore): Global life and wealth insurer operating a tied-adviser distribution model in Singapore across life, health, and unit-trust products. Direct competitor to Synergy's Personal Solutions and High Net Worth services.
• Financial Alliance (PIAS): Independent financial advisory firm in Singapore distributing multi-carrier life, health, and investment products through its own adviser network. Closest pure-IFA peer to Synergy by business model and customer segments.
• Income Insurance Limited: Singapore composite insurer with life, health, and general insurance lines and an in-house adviser channel. Competes with Synergy in the corporate group-insurance and individual life/health segments.
• AXA Insurance Singapore: Composite insurer with life, health, and general insurance lines and a tied FA force in Singapore. Direct competitor across Synergy's Personal, Corporate, and General Insurance product lines.
• Etiqa Insurance Singapore: Singapore life and general insurer operating an in-house adviser channel. Overlaps with Synergy in both life/health and general insurance distribution, and is also a Synergy product partner.

Emerging players

• FWD Singapore: Digital-first life and general insurer in Singapore with a growing hybrid adviser/direct distribution model. Represents both a competitive threat and a partner of Synergy, indicative of how digital insurers are reshaping Singapore FA economics.
• Singlife: Singapore digital life insurer with a fast-growing direct-to-consumer platform. Competes with Synergy for simple life and health sales while also serving as a partner through Grow with Singlife for wealth products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Synergy Financial Advisers