Havend Pte. Ltd.

What Havend Pte. Ltd. does

Havend Pte. Ltd. is an independent insurance advisory firm incorporated in Singapore in 2023 and operating under Monetary Authority of Singapore Financial Advisers License FA100089. The firm advises individuals and families in Singapore on life, critical illness, disability income, hospitalisation, long-term care, and retirement income products, structured around a proprietary Insurance Planning Process that produces needs-analysis reports for each client.

Service delivery is organised across four core offerings: the InsureWell Assessment (obligation-free coverage review), RetireSURE Assessment (retirement income and CPF optimisation), IP Rider Second Opinion (fee-for-advice on IP rider decisions), and the Young Working Adult Bundle (curated life, TPD, and critical illness cover for 25–30 year-olds). The firm's primary economic engine is commission on placed life policies, supplemented by fee-for-advice revenue from second-opinion services and an annual subscription bundle; it also distributes a free eBook, The CPF Playbook, as a content-led acquisition channel.

Havend positions itself explicitly against commission-driven mis-selling through a 12-month Money Back Guarantee on excess premiums and transparent disclosure of its conflict of interest. It serves three target segments — general Singapore residents, young working adults, and affluent or HNW clients requiring legacy and estate planning — and distributes through a website appointment booking system, direct phone/email intake, content marketing across LinkedIn, Facebook, YouTube, and a monthly newsletter, plus client and staff referrals. The firm operates from a single office at 38 Duxton Hill, Singapore, and its services are restricted to Singapore only.

Name

Havend Pte. Ltd.

Legal name

Havend Pte. Ltd.

Website

https://havend.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Havend Pte. Ltd. is a Singapore-based, MAS-licensed independent insurance advisory firm offering needs-based life, health, and retirement planning to individuals, young working adults, and HNW clients, with revenue from insurance commissions, fee-for-advice services, and bundled subscription offerings.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Commission from Insurance Products: Havend receives commissions as a firm when clients purchase insurance products through them. This is their primary revenue stream and they transparently disclose this conflict of interest.
2. Fee-for-Advice Services: Services such as IP Rider Second Opinion operate on a fee-for-advice model, providing unbiased second opinions on insurance decisions for a separate fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Havend is a Singapore-based independent insurance advisory firm that delivers needs-based life insurance and retirement income planning services to individual consumers. Its core deliverables are structured assessments (InsureWell Assessment, RetireSURE Assessment, IP Rider Second Opinion) and curated coverage bundles, accompanied by a unique Money Back Guarantee that refunds excess premiums in cases of overselling.

Product overview

Havend is an insurance advisory firm offering a suite of assessment and advisory services centered on providing unbiased insurance advice. The core offerings include InsureWell Assessment (IWA) for coverage reviews, RetireSURE Assessment (formerly CORE) for retirement income planning, IP Rider Second Opinion for policy analysis, and the Young Working Adult Bundle for early-career insurance solutions. The firm differentiates itself through its Money Back Guarantee (MBG) program and provides educational resources like The CPF Playbook eBook. The company is licensed by MAS under the Financial Advisers Act to advise on and arrange life policies.

Differentiator

Problem solved

Functional benefit

Products and services

• InsureWell Assessment (IWA)

Quantifiable outcome

• 12-month Money Back Guarantee coverage period for excess premiums indemnification
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Providend: Singapore fee-only financial advisory firm where CEO Eddy Cheong was a founding member and Head of Financial Planning for 17 years. Providend operates the same independent advisory model with similar needs-based and conflict-disclosure positioning, making it the closest direct peer.
• MoneyOwl: Singapore financial advisory and insurance platform where Eddy Cheong served as Chief Advisory Officer before founding Havend. MoneyOwl operates a hybrid digital-plus-adviser model covering life insurance, legacy planning and CPF-related advice, overlapping directly with Havend's service suite.
• Financial Alliance Singapore: One of Singapore's largest independent financial advisory firms, offering life insurance and wealth advisory through a tied-representative model. Directly comparable to Havend as a non-captive adviser serving mass-affluent and HNW clients across similar product lines.

Emerging players

• PolicyPal: Singapore insurtech offering policy management, comparison and AI-driven recommendations for life and health insurance. An emerging digital alternative to traditional adviser-led distribution that competes for the same tech-aware young working adult segment Havend targets.
• Singlife Shield Advisers: Singapore digital insurer and adviser channel for Integrated Shield and life products. Directly overlaps with Havend's IP Rider Second Opinion and InsureWell Assessment use cases, especially around rider downgrade decisions.
• iCompare: Singapore insurance comparison and brokerage platform offering direct purchase of life, health and CI policies. Overlaps with Havend's InsureWell and IP Rider Second Opinion offerings, particularly on price transparency and unbiased review positioning.

Broad incumbents

• Prudential Financial Advisers Singapore: Singapore advisory arm of Prudential, where CEO Eddy Cheong began his insurance career. Comparable to Havend on life, CI and retirement income planning but operating at much larger scale with captive distribution.
• Manulife Financial Advisers Singapore: Singapore advisory operation of global insurer Manulife, providing life insurance and wealth solutions. A broad incumbent comparable to Havend on retirement income, legacy and CI planning but tied to Manulife products.
• Great Eastern Financial Advisory: Advisory arm of Great Eastern, one of Singapore's largest insurers. Provides life insurance and legacy planning through tied representatives, overlapping with Havend's HNW legacy offering but as part of a captive insurer ecosystem.
• Income Insurance Advisers: Distribution arm of Income Insurance (formerly NTUC Income), offering life, health and long-term care advice. A large incumbent that competes with Havend on integrated shield plans, CareShield supplements and retirement income planning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@HavendSG
• Facebookfacebook.com/HavendSG
• LinkedInlinkedin.com/company/havend

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Havend Pte. Ltd.