MoneyOwl
MoneyOwl is a Singapore-based, MAS-licensed fee-only financial advisory and fund management firm offering digital planning tools and salaried adviser consultations to individual consumers across retirement, insurance, investment, and estate planning.
- Company typePrivate
- Founded2018
- HeadquartersSingapore, Singapore
- Headcount11–50
- GTM typeB2C
- OfferingServices
What MoneyOwl does
MoneyOwl Pte Ltd is a Singapore-incorporated, MAS-regulated financial advisory and fund management company founded in 2018, holding a Capital Markets Services Licence for Fund Management plus Exempt Financial Adviser and Exempt Insurance Broker designations. It operates a digital-first platform of branded planning modules (OwlRetire, OwlInvest, OwlInsure, OwlChecklist, OwlRubrics, OwlStar, OwlPhilosophies, OwlPersonality Quiz) backed by an expanding suite of self-serve calculators (Insurance Calculator, Investment Risk Profiler, HDB BTO/Resale Planner, Savings Goal, Emergency Fund, Savings Ratio, and the AI/algorithmic Retirement Income Builder). The platform is paired with salaried, non-commission in-house financial advisers who deliver holistic, comprehensive financial planning across retirement, insurance, investments, and estate planning.
The company earns revenue through fee-only financial advisory services, referral fees from licensed insurance providers (Etiqa, FWD, Manulife, NTUC Income, Raffles Health, Singapore Life, Tokio Marine) and from SimplyWills (10-20% of related fees), and licensed fund management activity. GTM is direct-to-consumer via self-serve digital tools augmented by adviser-assisted consultations and a Corporate Programme for employee financial wellness. The company's distribution rests entirely on a single-country, Singapore-domestic footprint across its own website, social channels, email, video, and webinars.
Ownership history: MoneyOwl became 100% owned by NTUC Enterprise on 1 June 2022. In November 2023, an acquisition by Temasek Trust was announced, with stated intent to re-purpose the business toward serving communities and to move away from direct sale of financial products. Headcount is approximately 50, consistent with its CEO's characterization of the firm as "small."
MoneyOwl firmographics
Firmographics- Name
- MoneyOwl
- Legal name
- MoneyOwl Pte Ltd
- Website
- https://moneyowl.com.sg
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MoneyOwl is a Singapore-based, MAS-licensed fee-only financial advisory and fund management firm offering digital planning tools and salaried adviser consultations to individual consumers across retirement, insurance, investment, and estate planning.
- Ownership category
- akta.pro rank
MoneyOwl industry classification
Industry- Product category
- Financial Advisory
- NAICS
- Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Financial Coaching & Budgeting Advisory (FSAEAAAH)
- akta.pro secondary industries
- Budgeting & Cash-Flow Management (FSAGADAA), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)
Keywords
Where MoneyOwl is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
MoneyOwl business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Fee-Only Financial Advisory: Fee-only retirement financial adviser with salaried professionals as advisers. No commissions on financial products. Revenue generated from advisory fees for comprehensive financial planning services.
- Referral Fees: May receive referral fees from Financial Institutions licensed by MAS for referral activities. Also receives referral fees from SimplyWills (20% of fee collected for Will Writing, Safekeeping services and 10% for Probate & Letters of Administration Services).
- Fund Management: Capital Markets Services Licensee for Fund Management services under MAS regulation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Comprehensive Financial Planning Report |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
MoneyOwl product offering
Product offeringCore offering
MoneyOwl is a Singapore-based, fee-only financial advisory and fund management company that provides holistic financial planning across retirement, insurance, investments, and estate planning. Its offering combines a digital self-serve platform with calculators and tools (e.g., Retirement Income Builder, Insurance Calculator, Investment Risk Profiler) with personalized advice from salaried, non-commissioned advisers. Revenue is generated from advisory fees, fund management services, and referral arrangements with partner providers.
Product overview
MoneyOwl is a comprehensive financial advisory platform offering a unified suite of products organized around major life stages and financial needs. The core offerings include OwlRetire (retirement planning), OwlInvest (investment solutions), OwlInsure (insurance products), OwlChecklist (life stage guidance), OwlRubrics (financial education), OwlStar (insurance ratings), and OwlPhilosophies (e-books). Supporting these are multiple calculator and planning tools including the AI-powered Retirement Income Builder, Insurance Calculator, Investment Risk Profiler, HDB BTO/Resale Planners, and Savings Goal Calculator. The platform also provides Insurance Referral services and Will Writing services. MoneyOwl operates as a licensed financial adviser and fund management company regulated by MAS, offering both direct purchase options and advisory services through salaried advisers.
Differentiator
Problem solved
Functional benefit
Brands
- OwlRetire: Retirement guidance built for every stage of life
- OwlChecklist
- OwlInvest
- OwlInsure
- OwlRubrics
- OwlStar
- OwlPhilosophies
- OwlPersonality Quiz
Products and services
- OwlRetire
- OwlInvest
- OwlInsure
- OwlChecklist
- Insurance Referral Service
- Will Writing and Estate Administration Service
- Comprehensive Financial Planning Advisory
- Fund Management Services
- Corporate Financial Wellness Programme
Quantifiable outcome
- 70%+ term insurance adoption rate vs industry average
- +1 more outcomes
Companies that use MoneyOwl
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
MoneyOwl technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature4 records
MoneyOwl partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor.
- Etiqa Insurance Pte LtdminorExternal insurance product provider for life and general insurance products offered through MoneyOwl's advisory services. Listed as current external product provider.
- FWD Singapore Pte LtdminorExternal insurance product provider for life and general insurance products offered through MoneyOwl's advisory services. Listed as current external product provider.
- Manulife (Singapore) Pte LtdminorExternal insurance product provider for life and general insurance products offered through MoneyOwl's advisory services. Listed as current external product provider.
- NTUC Income Insurance Co-operative LtdminorExternal insurance product provider for life and general insurance products offered through MoneyOwl's advisory services. Listed as current external product provider.
- Raffles Health Insurance Pte LtdminorExternal insurance product provider for health insurance products offered through MoneyOwl's advisory services. Listed as current external product provider.
- Singapore Life Pte LtdminorExternal insurance product provider for life insurance products offered through MoneyOwl's advisory services. Listed as current external product provider.
- Tokio Marine Life Insurance Singapore LtdminorExternal insurance product provider for life insurance products offered through MoneyOwl's advisory services. Listed as current external product provider.
- SimplyWills Pte LtdminorReferral partner for Will Writing, Safekeeping and Probate & Letters of Administration Services. MoneyOwl receives 20% referral fee of fee collected for Will Writing and Safekeeping services, and 10% for Probate & Letters of Administration Services.
Scale indicators2 records
Recent moves7 records
Expansion highlights4 records
MoneyOwl competitors and assessment
Company assessmentDirect peers
- Endowus: Singapore-headquartered digital wealth platform offering fee-only advice and CPF-related investing. Direct peer given shared Singapore market, fee-based model, and retirement/wealth focus overlapping with MoneyOwl's OwlInvest and OwlRetire.
- StashAway: Singapore-founded regional robo-advisor offering diversified portfolio management to mass-affluent consumers. Direct competitor in digital wealth management with overlapping target segments (working adults, pre-retirees).
- Syfe: Singapore-based digital wealth platform with investment portfolios, retirement planning tools (SyfeRetire) and insurance-adjacent offerings. Highly comparable given Singapore focus and retirement/investment tooling.
- Providend: Singapore fee-only financial advisory firm with salaried advisers and no commissions, serving mass-affluent and HNW clients. Closest direct competitor in business model, regulatory positioning, and target customer.
- DrWealth: Singapore financial advisory firm serving medical professionals and mass-affluent clients with comprehensive financial planning. Comparable in fee-based advisory positioning and Singapore focus.
Broad incumbents
- DBS Wealth Planning: Singapore's largest bank with integrated wealth, insurance, and retirement planning offerings. Broad incumbent competing for the same Singapore consumer financial-planning wallet with much greater scale and distribution.
- OCBC Wealth Management: Major Singapore bank offering insurance, investment, and retirement advisory services across mass-affluent and HNW segments. Broad incumbent competing across MoneyOwl's product lines.
- Income Insurance (NTUC Income): Major Singapore insurer and MoneyOwl product partner under the NTUC ecosystem. Adjacent incumbent providing insurance products MoneyOwl refers to and competes against for retirement/income-planning mindshare.
Emerging players
- PolicyStreet: Singapore/Malaysia insurtech providing digital insurance distribution, comparison, and employer benefits. Emerging player with partial overlap in insurance advisory and referral-driven monetisation.
- Igloo: Regional insurtech operating across Singapore and Southeast Asia with embedded insurance and bancassurance-style distribution. Emerging player relevant to insurance referral economics in MoneyOwl's model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
MoneyOwl social profiles
Digital presenceMoneyOwl compliance and trust
Trust signalCompliance3 records
MoneyOwl financial estimates
Financial estimateRevenue estimate
Valuation estimate
MoneyOwl leadership team
Management profileNumber of profiles
Profiles6 records
MoneyOwl funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MoneyOwl 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 MoneyOwl
What does MoneyOwl do?
MoneyOwl is a Singapore-based, fee-only financial advisory and fund management company that provides holistic financial planning across retirement, insurance, investments, and estate planning. Its offering combines a digital self-serve platform with calculators and tools (e.g., Retirement Income Builder, Insurance Calculator, Investment Risk Profiler) with personalized advice from salaried, non-commissioned advisers. Revenue is generated from advisory fees, fund management services, and referral arrangements with partner providers.
Is MoneyOwl a public or private company?
MoneyOwl is a private company. It is classified as corporate owned and is currently operating.
When was MoneyOwl founded?
MoneyOwl was founded in 2018. It employs 11 to 50 people.
Where is MoneyOwl based?
MoneyOwl is headquartered in Singapore, Singapore, in the Asia region.
How does MoneyOwl make money?
Three revenue lines are on record. Fee-Only Financial Advisory is the primary driver. The others are referral Fees and fund Management.
Who are MoneyOwl's main competitors?
Direct peers on record are Endowus, StashAway, Syfe, Providend and DrWealth. Broad incumbents are DBS Wealth Planning, OCBC Wealth Management and Income Insurance (NTUC Income). Emerging players are PolicyStreet and Igloo.
Does MoneyOwl have an API?
No public API is recorded for MoneyOwl.
What industry is MoneyOwl in?
MoneyOwl's product category is Financial Advisory. Its primary akta.pro industry code is FSAEAAAH, Financial Coaching & Budgeting Advisory, with a secondary code of FSAGADAA, Budgeting & Cash-Flow Management. Its NAICS code is 52394 and its SIC code is 6282.