When my dad first came across Max Keeling of Providend, it immediately struck him how structured and straightforward his coaching approach felt. He laid out my dad’s financial goals in a clear plan that made sense, with no vague advice, just practical steps.

Max’s background as a chartered accountant gave my father confidence that he wasn’t just getting generic advice. The way he explained investment options and tax planning made Dad feel like he finally understood how his money could work harder.

But what he appreciated most about Max was that he’s fee-only. There were no products, commissions, or awkward upselling involved. Every session felt tailored to my dad’s needs and not someone else’s bottom line.

As someone managing both Singaporean and overseas finances, we found his local knowledge invaluable. He broke down CPF, tax residency, and retirement options in a way that made them feel manageable instead of overwhelming.

That said, Max Keeling isn’t the cheapest option out there. If you’re early in your financial journey or watching every dollar, his pricing might feel like a stretch.

Customer review

Max has been fantastic throughout

Max has been fantastic throughout, taking time to understand my needs and make well-thought-out recommendations.

• Mark Cambridge, Google Review

I first encountered James Chen from Athena Best during a budgeting workshop, and his no-nonsense coaching style immediately stood out to me. He breaks financial planning down into practical steps that are easy to follow, even if you’re starting from zero.

James holds multiple credentials, including being a licensed financial adviser and a certified coach. He’s great at translating complex financial concepts into clear, relatable language.

I appreciated how upfront he was, with no pushing of any product or service. Every session felt focused on my financial goals, and not as if someone needed to hit a certain sales quota.

His local knowledge and familiarity with Singapore-specific money matters like housing grants, insurance, and CPF made his guidance feel grounded and immediately useful.

The downside is that he does wear two hats: as a coach and as an adviser. If you’re looking for strictly non-product-based coaching, it’s something to note. Also, his schedule tends to fill up quickly as a coach, so booking a slot can take time.

Customer review

James has consistently impressed me with his in-depth knowledge

James Chen is a true leader and a genuine individual. As my financial advisor, James has consistently impressed me with his in-depth knowledge and his ability to provide clear, concise, and personalised financial guidance. He always takes the time to understand my unique needs and concerns, ensuring I feel confident and informed about my financial decisions. Beyond his professional expertise, James demonstrates a deep commitment to giving back to the community. His passion for serving others is truly inspiring, and I admire his dedication to charitable causes. I am grateful for James’s guidance and friendship.

• Daniel Tham, Google Review

My auntie reached out to Edmund Goh from Financial Alliance when she needed clarity on legacy planning, and said his structured approach helped her. He mapped out each step, from asset listing to will execution, so nothing felt overwhelming.

He’s got solid credentials and clearly knows his stuff, especially around estate and financial planning laws in Singapore. He gave straightforward advice and explained things without jargon.

There were no product pushes or sales talks, which made my aunt feel like she was being guided and not pitched to. She preferred this method over the cookie-cutter solutions she got from former financial advisers.

He also brought up CPF nominations and insurance trust options she hadn’t even considered! Those were the kind of local-specific insights that she needed.

That said, Edmond’s expertise seems strongest in estate and retirement planning, so he may not be the best fit if you’re looking for help with day-to-day budgeting or money mindset. Also, his availability could be tight, especially during tax season (March to April 18).

Customer review

He has consistently been dishing out sound financial and insurance advice

Ed has been my financial advisor since 2010, and he has consistently been dishing out sound financial and insurance advice. I have recommended his services to several of my close friends and family over the years, and they have nothing but praise for his service. Ed often goes above and beyond to attend to my questions when it comes to various insurance products and their coverage, and will personally see to all of my claims processes. Highly recommended to those who want a reliable, down-to-earth person to handle all their financial and insurance needs.

 – Ian Tan, MD, Financial Alliance testimony

I first connected with Karen Tang through a friend who swore by her no-fluff financial coaching style, and she didn’t disappoint. Her framework was clear from the start, guiding me from a money mindset to actionable budgeting steps I could easily follow.

Karen’s credentials gave me confidence. She’s a licensed adviser with additional coaching certifications, so she knows how to blend technical know-how with personal guidance. She explained CPF, insurance gaps, and emergency planning in simple terms.

I also appreciate her objectivity. There was no pressure from her to buy anything. Instead, she focused on what made sense for my goals and respected my pace throughout the sessions.

With her, I felt like I finally had a local guide who “got it.” This was especially evident when she helped me make sense of things like tax reliefs and housing grants.

Of course, she still holds a financial advisory license, so expect product discussions to occasionally surface depending on your situation. Her coaching slots fill up fast, too, so planning an appointment with Karen Tang could require some planning.

Customer review

She helped me understand my financial goals

Karen is the best financial planner in Singapore! She helped me understand my financial goals, explained and recommended the best options for me and has made me feel more confident about my future! She is also a wonderful person and easy to talk to and work with! Thank you so much, Karen, for helping me! I highly recommend her!

• Amanda Zakowich, Google Review

My youngest sister came across Michelle Lee through a webinar on financial wellness (goodness knows she needed it!), and her way of simplifying complex financial ideas struck with my sis. Michelle’s coaching style resonated with her own financial situation.

It helps that she holds solid credentials, including certifications in both financial planning and coaching. She brings a balanced mix of technical know-how and emotional intelligence, which makes my baby sister feel understood, not judged.

She never once experienced a pushy sales talk from Michelle, either, as each session focused on helping her build confidence and clarity around her money decisions.

As for local context, my sister learned about Singapore-specific matters like CPF, MediSave, and local housing schemes. I’m proud of her, as these are immediately useful and relevant to her life.

The only downside I see is that Ask Michelle Lee sessions lean more toward mindset and habit-building than detailed investment advice, so you may still need a separate adviser. Also, because she keeps her coaching small and personal, slots can be hard to secure.

Customer review

My investment knowledge has increased

Michelle has been one of the best financial professionals I’ve consulted. My investment knowledge has increased, and most importantly, my portfolio went up by 70% this year. Patience to advise and assist is critical when it comes to financial professionals. Feel free to reach out to her anytime.

• Paul Benedict, Google Review