PFP
PFPFA is a Singapore-licensed financial adviser with 100+ associates serving individual, corporate, and HNW clients in Singapore, Hong Kong, and Malaysia with investment, insurance, estate planning, and business succession services through multi-partner product distribution.
- Company typePrivate
- Founded2020
- HeadquartersSingapore, Singapore
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What PFP does
PFPFA Pte Ltd is a Singapore-headquartered, MAS-licensed financial adviser (FA License No. FA100077, granted 27 January 2021) operating under the parent SingWealth Holdings Pte. Ltd. The firm traces its advisory roots to Premier Financial Planners, founded in 2003, and currently serves individual, corporate, and high-net-worth clients through a network of 100+ licensed associates across Singapore, Hong Kong, and Malaysia. Its core offering spans investment advisory, life and general insurance distribution, estate planning (delivered through sister company PFP Legacy Singapore), and business succession planning, supported by a panel of more than 20 insurance and investment platform partners including AIG, Allianz, FWD, Great Eastern, HSBC Life, SingLife, Tokio Marine, NTUC Income, Cigna, Chubb, iFAST, Transamerica, and Swiss Life. The Private Client and Family Office (PCFO) division addresses HNW and ultra-HNW clients with offshore wealth planning, cross-border estate planning, and key-person risk solutions.
The company's technology layer consists of a proprietary fintech infrastructure that automates product search, comparison, and selection for advisers and clients, plus the PFPConnect mobile membership platform (launched 2022), which offers $0 teleconsultation, discounted partner-clinic visits, lifestyle merchant discounts, and home/motor services calibrated to user data profiles. The Power GI Platform (launched 2024) enables online motor insurance comparison and purchase, extending the firm beyond its traditional adviser-led channel.
Revenue is generated primarily through commissions on financial products distributed via the associate network — transaction-fee based with pay-as-you-go economics. The company augments this with corporate services (employee benefits schemes, business continuity planning) and PCFO HNW advisory. Go-to-market combines enterprise field sales via the associate network, event-driven lead generation (seminars, SG60 Step Up, International Women's Day events), community-led growth through the Elite Graduate Programme and Associate Entrepreneur Scheme talent pipelines, and referral/word-of-mouth. The firm holds no disclosed external institutional investors and ownership remains concentrated with the founding team via SingWealth Holdings.
PFP firmographics
Firmographics- Name
- PFP
- Legal name
- PFPFA Pte Ltd
- Website
- https://pfp-fa.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- PFPFA is a Singapore-licensed financial adviser with 100+ associates serving individual, corporate, and HNW clients in Singapore, Hong Kong, and Malaysia with investment, insurance, estate planning, and business succession services through multi-partner product distribution.
- Ownership category
- akta.pro rank
PFP industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940), Trusts, Estates, and Agency Accounts (525920)
- SIC
- Life Insurance (6311)
- akta.pro primary industry
- Personal Financial Management & Budgeting (PFM) (FSAGAAAH)
Keywords
Where PFP is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices4 records
Markets served
PFP business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Financial Advisory Commissions: PFPFA generates revenue through commissions on financial products distributed to clients, including investment services, insurance solutions, estate planning, and business succession planning. The company works with multiple insurance and investment platform partners to offer diverse solutions.
- Associate-based Distribution: Revenue is generated through a network of associates who sell financial products and services, with commissions paid to both the company and the associates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Commission-based financial advisory services |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
PFP product offering
Product offeringCore offering
PFPFA is a MAS-licensed financial adviser providing investment advisory, life and general insurance distribution, estate planning, and business succession planning services to individual and corporate clients across Singapore, Hong Kong, and Malaysia. Revenue is generated through commissions on financial products distributed by a network of 100+ licensed associates, supported by a proprietary fintech infrastructure and the PFPConnect mobile platform offering clients discounted healthcare and lifestyle services.
Product overview
PFPFA operates as a licensed financial adviser (FA License No. FA100077) offering a unified platform of financial advisory services. The core offering includes financial planning solutions spanning investment services, insurance solutions (life and general), estate planning, and business succession planning. PFPFA differentiates through its technology-driven PFPConnect platform—a mobile app providing clients discounted healthcare access at partner clinics. For high net worth clients, the Private Client and Family Office (PCFO) division delivers bespoke offshore wealth solutions. The company also operates career development programs including the Associate Entrepreneur Scheme (AES) and Elite Graduate Program (EGP) to build its distribution network. Sister company PFP Legacy Singapore handles estate planning services. The group has expanded regionally with licensed entities in Hong Kong (PFPFA HK Limited) and Malaysia (PFPFA Malaysia Sdn. Bhd.).
Differentiator
Problem solved
Functional benefit
Brands
- PFPConnect: Healthcare membership program platform offering teleconsultation services, discounted clinic consultations, lifestyle merchant discounts, and home/motor services through a mobile application.
- PFP Legacy Singapore
- Private Client and Family Office (PCFO)
Products and services
- PFPFA Financial Advisory Services Licensed financial advisory offering for individual and organisational clients spanning investment services, insurance solutions, estate planning, and business succession planning.
- Estate Planning Services Non-financial advisory estate planning and will-writing services for individuals and families to ensure legacy and intergenerational transfer of assets.
- Investment Advice Investment advisory including collective investment schemes and supervised portfolio practice to help clients grow wealth and protect against inflation.
- Life Insurance Solutions Distribution of life insurance products from multiple partners to protect clients and their families against life uncertainties.
- General Insurance Solutions Distribution of general insurance products covering motor, personal accident, travel, home, and other assets including properties, vehicles, and valuables.
- Employee Benefits Solutions Group insurance and flexi-benefits schemes for organisations, including workplace wellness programs, claims analytics, and regular reviews to support talent retention and attraction.
- Business Succession Planning Strategic business succession planning services providing formally drafted succession frameworks for business owners and leaders to ensure business continuity.
- Private Client and Family Office (PCFO) Bespoke offshore wealth planning for high net worth clients, including key-person executive risk management, corporate debt management, asset protection, estate equalization, and cross-border planning.
- PFPConnect Mobile Platform Free membership mobile application providing clients access to $0 teleconsultation services, discounted in-person consultations at partner clinics, lifestyle merchant discounts, and discounted home and motor services, calibrated according to user data profiles.
- Power GI General Insurance Platform Online platform enabling customers to compare and purchase motor insurance as part of PFPFA's general insurance distribution.
Quantifiable outcome
- Over 100 associates serving clients
- +3 more outcomes
Companies that use PFP
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
PFP technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
PFP partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and strategic.
- AIG Asia Pacific Insurance Pte. Ltd.coreInsurance partner providing general insurance products distributed through PFPFA's network of licensed associates. Part of the company's extensive panel of insurance providers.
- Allianz Insurance Singapore Pte. Ltd.coreInsurance partner providing general insurance products through PFPFA's distribution network.
- FWD Singapore Pte. Ltd.coreInsurance partner providing both general and life insurance solutions, appearing in both insurance and life insurance partner sections.
- Great Eastern General Insurance LimitedcoreMajor insurance partner providing general insurance products through PFPFA's network.
- HSBC Life (Singapore) Pte. Ltd.coreLife insurance partner providing wealth and protection solutions for distribution through PFPFA's advisors.
- Singapore Life Ltd.coreLife insurance partner providing digital-first insurance solutions, appears in both investment platform and life insurance sections.
- Tokio Marine Insurance Singapore Ltd.coreInsurance partner providing general insurance products through PFPFA's distribution channel.
- iFAST Financial Pte. Ltd.coreInvestment platform partner providing access to investment products and services for PFPFA clients.
- Transamerica Life Bermuda Ltd.coreLife insurance partner providing offshore HNW solutions for the Private Client and Family Office division.
- Swiss Life (Singapore) Pte. Ltd.coreLife insurance partner serving HNW clients through the Private Client and Family Office division.
- PFP Legacy SingaporecoreSister company providing estate planning services, including wills-writing services deemed as prescribed non-financial advisory services. Integral to PFPFA's holistic planning approach.
- ApeironstrategicStrategic partner providing value-added services to enhance customer experience.
- NTUC Income Insurance Co-Operative Ltd.coreInsurance partner providing general insurance products through PFPFA's network of associates.
- Cigna SingaporecoreInsurance partner providing health and protection insurance solutions through PFPFA's distribution.
- Chubb Insurance Singapore LimitedcoreInsurance partner providing general insurance products distributed through PFPFA's network.
Scale indicators7 records
Recent moves9 records
Expansion highlights6 records
PFP competitors and assessment
Company assessmentRegional players
- Etiqa Insurance and Takaful (Malaysia): Major Malaysian insurer and FA player, relevant peer for PFPFA's Malaysia expansion given overlapping target segments and multi-channel distribution approach.
- Cigna Hong Kong Financial Advisory: Regional FA/health insurance player relevant as PFPFA enters Hong Kong. Operates a comparable multi-product distribution model in the same geography PFPFA is expanding into.
Broad incumbents
- Prudential Financial Advisers Singapore: FA arm of Prudential Singapore, a major life insurer. Larger balance sheet and broader distribution reach; competes for the same HNW and mass-affluent segments.
- Manulife Financial Advisers: FA arm of Manulife Singapore, offering wealth and protection solutions via tied representatives and a licensed advisory channel. Comparable HNW/mass-affluent segment focus.
Direct peers
- IPP Financial Advisers: Singapore-licensed financial adviser offering investment, insurance, and estate planning through a tied representative network. Directly comparable multi-product FA model in the same Singapore market.
- Finexis Advisory: Independent financial advisory firm in Singapore distributing insurance and investment products across multiple carriers via a representative network. Closely comparable product panel and distribution model.
- TOWER Singapore Financial Advisers: Licensed FA in Singapore providing wealth, protection, and legacy planning services through a representative network. Comparable target segments and product breadth.
- Great Eastern Financial Advisers: MAS-licensed FA arm of Great Eastern, one of Singapore's largest insurers, distributing life, general, and investment products. Competes directly for the same individual and corporate client base.
- ProVision Wealth: Singapore-headquartered licensed FA firm providing wealth management, insurance, and estate planning to individuals and corporates. Comparable service mix and associate-led distribution.
- AIA Financial Advisers (AIA FA): The FA arm where PFPFA's CEO Jeffrey Chow was previously Managing Director. Direct competitor in Singapore with captive AIA product shelf and large tied agency conversion potential.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
PFP social profiles
Digital presencePFP compliance and trust
Trust signalCompliance2 records
PFP financial estimates
Financial estimateRevenue estimate
Valuation estimate
PFP leadership team
Management profileNumber of profiles
Profiles8 records
PFP subsidiaries and ownership
Company hierarchySubsidiaries5 records
PFP funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PFP M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PFP
What does PFP do?
PFPFA is a MAS-licensed financial adviser providing investment advisory, life and general insurance distribution, estate planning, and business succession planning services to individual and corporate clients across Singapore, Hong Kong, and Malaysia. Revenue is generated through commissions on financial products distributed by a network of 100+ licensed associates, supported by a proprietary fintech infrastructure and the PFPConnect mobile platform offering clients discounted healthcare and lifestyle services.
Is PFP a public or private company?
PFP is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PFP founded?
PFP was founded in 2020. It employs 101 to 250 people.
Where is PFP based?
PFP is headquartered in Singapore, Singapore, in the Asia region.
How does PFP make money?
Two revenue lines are on record. Financial Advisory Commissions are the primary driver. The others are associate-based Distribution.
Who are PFP's main competitors?
Regional players on record are Etiqa Insurance and Takaful (Malaysia) and Cigna Hong Kong Financial Advisory. Broad incumbents are Prudential Financial Advisers Singapore and Manulife Financial Advisers. Direct peers are IPP Financial Advisers, Finexis Advisory, TOWER Singapore Financial Advisers, Great Eastern Financial Advisers, ProVision Wealth and AIA Financial Advisers (AIA FA).
Does PFP have an API?
No public API is recorded for PFP.
What industry is PFP in?
PFP's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAGAAAH, Personal Financial Management & Budgeting (PFM). Its NAICS code is 523940 and its SIC code is 6311.