Alliance for Good
Alliance for Good is a Singapore-based philanthropy and impact investment advisory firm founded in 2015, serving ultra-high-net-worth families, family offices, foundations, and financial institutions across Asia with ESG strategy, impact advisory, and the annual Business and Philanthropy Forum.
- Company typePrivate
- Founded2015
- HeadquartersSingapore, Singapore
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Alliance for Good does
Alliance for Good (AFG) is a Singapore-based philanthropy and impact investment advisory firm founded in 2015 by John Wei Zheng. The firm provides one-stop advisory services to ultra-high-net-worth families, family offices, global foundations, and financial institutions across Asia, organized around three service lines: Family Philanthropy Advisory (proprietary planning, succession advisory, multi-generational vehicles, project due diligence), Foundation Services (strategy, grantmaking, compliance, Asia fundraising for global foundations), and Firm Services (ESG training, impact investment advisory, deal-sourcing for family businesses and financial institutions).
The firm monetizes through customized professional services engagements with quote-based, non-publicly-disclosed pricing, supplemented by branded programs — the AFG NextGen leadership development platform for emerging family leaders and the annual Business and Philanthropy Forum co-organized with the Asia Family Office Association. AFG has built a notable project portfolio spanning financial inclusion (e.g., co-funded USD 8 million microfinance project in Asia), education (pilot reaching 100 kindergartens and preschool centers in rural China), health (Joywave Fund with RMB 50M+ distributed for children with hearing disabilities), and philanthropy education (the China Charity Tax Operational Guidelines published with Central University of Finance and Economics). The firm maintains no proprietary technology platform, no external funding, and operates with a lean 1-10 employee footprint as a privately held founder-led boutique, with strategic partnerships anchoring its brand in the Asian philanthropy ecosystem.
Alliance for Good firmographics
Firmographics- Name
- Alliance for Good
- Legal name
- Alliance for Good
- Website
- https://aforgood.org
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Alliance for Good is a Singapore-based philanthropy and impact investment advisory firm founded in 2015, serving ultra-high-net-worth families, family offices, foundations, and financial institutions across Asia with ESG strategy, impact advisory, and the annual Business and Philanthropy Forum.
- Ownership category
- akta.pro rank
Alliance for Good industry classification
Industry- Product category
- Philanthropy Advisory Services
- NAICS
- Grantmaking and Giving Services (81321), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)
- SIC
- Services-Management Consulting Services (8742), Investment Advice (6282)
- akta.pro primary industry
- Philanthropy, Foundations & Grantmaking Advisory (FSAAADAG)
- akta.pro secondary industries
- Family Offices & Philanthropic Advisors (Grantmaking) (BPAGAKAD), Philanthropy & Foundations Advisory (Donor-Advised Funds, Endowments) (FSAAABAH), Family Business & Succession Advisory (FSAAADAL), Private Banking Philanthropy & Impact Advisory (FSABADAJ)
Keywords
Where Alliance for Good is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
Alliance for Good business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Philanthropy Advisory Services: Core revenue stream from providing comprehensive philanthropy advisory services to families, foundations, family offices, and financial institutions across Asia. Services include philanthropy planning, advisory programs, educational programs, project development, and due diligence support.
- Training and Capacity Building Programs: Customized training programs for family businesses, family offices, financial institutions, and nonprofit organizations on ESG, philanthropy planning, and impact investment. Includes workshops, overseas study trips, and executive education delivery.
- AFG NextGen Membership and Programs: Leadership development programs and retreats for emerging leaders, family business successors, entrepreneurs, and philanthropists. Programs include curated experiences, immersive retreats, and learning journeys.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
Alliance for Good product offering
Product offeringCore offering
Alliance for Good is a philanthropy and impact investment advisory firm serving families, foundations, family offices, and financial institutions in Asia. It provides proprietary philanthropy planning, advisory and educational programs including family legacy vehicle design, foundation strategy and grantmaking support, ESG advisory for firms, and customized training programs for private banking divisions. The firm also operates the AFG NextGen leadership development program and co-organizes the annual Business and Philanthropy Forum.
Product overview
Alliance for Good (AFG) is a philanthropy and impact investment advisory firm founded in 2015 in Singapore, providing one-stop solutions for families, foundations, firms, and financial institutions in Asia. The company offers three core service lines: Family Philanthropy Advisory (proprietary planning, advisory and educational programs), Foundation Services (strategy, grantmaking, and fundraising support for global foundations), and Firm Services (ESG advisory, corporate philanthropy design, and impact investment advisory for family businesses and financial institutions). AFG also operates the AFG NextGen leadership development program and co-organizes the annual Business and Philanthropy Forum. Projects span education, financial inclusion, health, women empowerment, faith, technology for good, and philanthropy education.
Differentiator
Problem solved
Functional benefit
Brands
- AFG NextGen: A program bringing together emerging leaders, family business successors, entrepreneurs, philanthropists and changemakers to connect, learn and collaborate through leadership development, meaningful relationships and purpose-driven action.
Products and services
- Family Philanthropy Advisory Proprietary philanthropy planning, advisory and educational programs to help families find purpose, build resilience, and achieve good successions. Includes philanthropy motivation discovery, customized learning, next-generational philanthropy, project development, family-to-family exchanges, due diligence, and gift facilitation.
- Foundation Services Strategic support for global foundations and mission-driven nonprofit organizations, including foundation structure setup, compliance, grant management, thematic research, board meeting facilitation, grantee communication, impact evaluation, and Asia fundraising.
- Firm Services ESG-focused advisory for family businesses, family offices, and financial institutions to achieve better governance, succession, and sustainability. Includes outsourced philanthropy services, global community program design, ESG training, impact investment advisory, and impact project deal-sourcing.
- AFG NextGen Leadership development platform offering curated experiences, retreats, forums, masterclasses, and learning journeys focused on stewardship and purpose-driven action for emerging leaders, family business successors, entrepreneurs, and philanthropists. Co-curated with Synergos.
- Business and Philanthropy Forum Annual gathering co-organized with Asia Family Office Association and partners, focusing on global philanthropy, family succession, social innovation, sustainability, and technology ventures, integrating businesses and philanthropy from across Asia.
- Philanthropy and Wealth Management Advisory Customized philanthropy planning training for private banking divisions and family offices, equipping private bankers with skills to engage UHNI clients on philanthropy topics. Includes study tours to family offices in Singapore.
Quantifiable outcome
- RMB 50M+ grant distribution through Joywave Fund for children with hearing disabilities in China.
- +3 more outcomes
Companies that use Alliance for Good
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Alliance for Good technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Alliance for Good partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered flagship, core and minor.
- SynergosflagshipSynergos, co-founded by Peggy Dulany Rockefeller, co-curates the Next-Gen Leadership Fellowship Program with Alliance for Good. Synergos founder Peggy Dulany Rockefeller participates in AFG NextGen events including masterclasses, retreats, and private lunches as a mentor and speaker.
- China Global Philanthropy Institute (CGPI)flagshipCGPI was founded by Bill Gates, Ray Dalio, and leading Chinese philanthropists in 2015. Alliance for Good has provided curriculum design, course delivery, and overseas study trips for CGPI's Executive Master in Philanthropy program. Founder John Wei Zheng serves as adjunct lecturer teaching strategic philanthropy and nonprofit management at CGPI.
- Asia Family Office AssociationflagshipCo-organizer of the Business and Philanthropy Forum, which has become a premier gathering in Asia over nine years. The forum focuses on global philanthropy, family succession, social innovation, sustainability, and technology ventures.
- Shenzhen Charity FederationcoreImplementing partner for pilot project in China bringing cutting-edge technology and high-quality teacher training to improve preschool and kindergarten education for disadvantaged children in rural China.
- China Construction Bank (Shenzhen Branch)coreAFG customized and delivered philanthropy planning training for China Construction Bank's UHNI private banking division in Shenzhen, equipping private bankers with skills to conduct philanthropy conversations with clients.
- Bank of CommunicationscoreHosted leadership team of private banking division for study tour to visit various family offices in Singapore, providing insights into philanthropy advisory services and family office operations.
- China Women's Development FoundationcorePartnership in designing and implementing charitable trust program. Supported Women Philanthropy Leaders Program, a capacity-building program for government officials, foundation leaders, board of directors, and donor representatives in China.
- Central University of Finance and EconomicscorePartnered to publish China Charity Tax Operational Guidelines, the first and most comprehensive guidebook on philanthropy giving and tax planning in China, launched at Shangri-la Hotel in Beijing.
- Alibaba GroupcoreAFG customized and delivered a Business and Purpose workshop for Alibaba Group Holding's investment team, sharing key trends in global philanthropy and opportunities in impact investment.
- NetEasecorePartnership to offer global education online solutions. Additionally, AFG customized and designed Indonesian Ministry of Education training on best practices and technological solutions for online education delivery during COVID-19.
- Bhutan Youth Development FundcorePartnership with Bhutan Youth Development Fund (YDF) to organize the NextGen Leaders Summit 2026, bringing together NextGen Global Leaders with University of Cambridge delegation for leadership dialogue and education-led engagement.
- TakedacoreFollowing Takeda's $60 billion purchase of Shire, AFG supported the largest pharmaceutical family firm in Asia in designing and delivering capacity-building training for its key charity partners in China, enhancing relationships with local communities.
- Happiness InitiativeminorFacitated 'Overcoming Challenges: Reframing Limiting Beliefs' workshop at the 2025 Bintan Retreat, part of AFG NextGen Authentic Leadership Retreat program.
- BEYOND ExpominorJason Ho, Co-Founder of BEYOND Expo, gave a talk on how technology is shaping the future at the 2025 Bintan Retreat, part of AFG NextGen program.
Scale indicators5 records
Recent moves6 records
Expansion highlights3 records
Alliance for Good competitors and assessment
Company assessmentDirect peers
- Rockefeller Philanthropy Advisors: Global philanthropy advisory firm offering strategic, grantmaking, and family-office advisory services to wealthy families and foundations. Directly comparable as a peer-to-peer philanthropy advisory firm; notably, AFG's founder previously worked there.
- Bridges Impact+: Asia-focused impact advisory firm serving family offices and foundations with strategy, deal-sourcing, and measurement. Closely comparable in target segment (Asian family offices), service mix (philanthropy + impact investing), and regional focus.
- Center for Asian Philanthropy and Society (CAPS): Hong Kong-based research and advisory organization focused on philanthropy and social investment across Asia. Comparable as an Asia-focused, family-and-foundation-facing philanthropy advisory and research intermediary.
- Asian Venture Philanthropy Network (AVPN): Pan-Asia membership network for philanthropy and impact investing with services including deal-sourcing, capacity building, and family-office engagement. Comparable on Asia philanthropy ecosystem-building and family-office activation.
- Synergos: Global philanthropy bridging organization that connects wealthy families, foundations, and social entrepreneurs. Directly comparable as a global philanthropy peer; also an active partner of AFG for the Next-Gen Leadership Fellowship Program.
- Charities Aid Foundation: Global philanthropy services organization providing donor-advised funds, advisory, and giving services to individuals, families, and corporates. Comparable as a one-stop philanthropy intermediary serving HNW clients across multiple jurisdictions.
- The Philanthropy Workshop: Global philanthropy education program for UHNW individuals and families founded by the Rockefeller Brothers Fund. Highly comparable given AFG's AFG NextGen leadership program that mirrors TPW's educational-and-network approach for wealthy families.
- National Philanthropic Trust: U.S.-based donor-advised fund sponsor and philanthropy services provider serving HNW individuals and foundations. Comparable as a scaled philanthropy intermediary offering structuring, grantmaking, and advisory services.
Broad incumbents
- J.P. Morgan Private Bank Philanthropy Centre: Philanthropy services arm of a global private bank serving UHNW clients with advisory, donor-advised funds, and impact investing. Comparable as a competitor channel that could absorb AFG's financial-institution philanthropy training and family advisory work.
Emerging players
- Toniic: Global network of HNW individuals and family offices deploying capital for impact, offering peer learning, deal-sharing, and advisory. Comparable in serving UHNW/family-office clients integrating philanthropy with impact investing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Alliance for Good social profiles
Digital presenceAlliance for Good financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alliance for Good leadership team
Management profileNumber of profiles
Profiles1 record
Alliance for Good funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alliance for Good 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 Alliance for Good
What does Alliance for Good do?
Alliance for Good is a philanthropy and impact investment advisory firm serving families, foundations, family offices, and financial institutions in Asia. It provides proprietary philanthropy planning, advisory and educational programs including family legacy vehicle design, foundation strategy and grantmaking support, ESG advisory for firms, and customized training programs for private banking divisions. The firm also operates the AFG NextGen leadership development program and co-organizes the annual Business and Philanthropy Forum.
Is Alliance for Good a public or private company?
Alliance for Good is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alliance for Good founded?
Alliance for Good was founded in 2015. It employs 1 to 10 people.
Where is Alliance for Good based?
Alliance for Good is headquartered in Singapore, Singapore, in the Asia region.
How does Alliance for Good make money?
Three revenue lines are on record. Philanthropy Advisory Services are the primary driver. The others are training and Capacity Building Programs and AFG NextGen Membership and Programs.
Who are Alliance for Good's main competitors?
Direct peers on record are Rockefeller Philanthropy Advisors, Bridges Impact+, Center for Asian Philanthropy and Society (CAPS), Asian Venture Philanthropy Network (AVPN), Synergos, Charities Aid Foundation, The Philanthropy Workshop and National Philanthropic Trust. J.P. Morgan Private Bank Philanthropy Centre is listed as a broad incumbent. Toniic is listed as an emerging player.
Does Alliance for Good have an API?
No public API is recorded for Alliance for Good.
What industry is Alliance for Good in?
Alliance for Good's product category is Philanthropy Advisory Services. Its primary akta.pro industry code is FSAAADAG, Philanthropy, Foundations & Grantmaking Advisory, with a secondary code of BPAGAKAD, Family Offices & Philanthropic Advisors (Grantmaking). Its NAICS code is 81321 and its SIC code is 8742.