Why Independent Financial Advisors

As an independent financial advisory firm, we have stuck to this principle from day one so that our clients benefit fully from impartial advice and put in place the best-suited financial plans.

By being “INDEPENDENT”, we offer impartial financial advice that is in the clients’ interest instead of providing biased advice that is unduly influenced by our business partners’ sales quotas or higher commissions.

To understand more about the "Independent" word

Promiseland Logo

Our Logo, Vision and Mission

Drawing inspiration from the historical Promised Land, our company promotes values of a life well-lived and a legacy well treasured. A life centred on values of family and community held together by trust.

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Promiseland 2015 FA Directors

The Organisation

Driven by ideals beyond business, our pioneers championed client’s interest by founding the first independent life insurance brokerage in Singapore in 1991. Upholding the non-negotiable principles of independence and varied choices for clients, Promiseland became the forerunner for the Independent Financial Adviser…

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About the founder

Founder, Chairman

Founder and Chairman, David Choo, one of the early few who took the road less travelled when he set up Promiseland in 1986 and how by the grace of God, saw it grow…

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Business Model

Business Model

While others pay lip service to “clients interest first”, we build our business and stake our future on it. Our business philosophy and business model and approach are all geared towards “what’s best for clients is best for us.”…

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Our Beliefs

Our Beliefs

We believe clients deserve the best. We are prepared to provide not just “reasonable basis” advice but “fair and objective” advice – a world of difference for clients. While others count the cost, for us every client counts…

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Betterment of industry and society

For the Betterment of Industry and Society

Believing that a rising tide lifts everyone, our leaders and practitioners commit themselves to lifting the professionalism standards of the financial services industry and public financial literacy…

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PromiseLand Independent adopts a multi-disciplinary financial planning approach and provides coordinated services and products from life insurance companies, general insurance companies, fund managers, banks and specialist lawyers and tax consultants.

Promiseland has gained a reputation of being in the forefront of promoting clients’ interest and education through its many involvement in promoting the merits of Independent Financial Advisers (IFA) and financial literacy.

Leading by example, founder Mr David Choo, who is one of the early pioneers of brokerage and independence helped form the Association of Financial Advisers and was its second President. David has continued to be in the Executive Committee and contributes to industry meetings and also meetings with the regulators.

David has contributed regularly to industry magazines and to other media and is quoted widely.

A host of other Promiselanders have also made their mark in the industry.

Financial Adviser Director, Mr Patrick Lim, who specialises in life insurance, is widely sought by the media for comments on life insurance. He sits on many of the insurance companies Product Focus Groups and updates regularly his own blog which is consulted by many.

Financial Adviser, Mr Wilfred Ling, specialises in financial planning and is the leading proponent for financial planning for fees in Singapore. He contributes regularly to magazines and newspapers on financial matters. A CFA holder, Wilfred’s blog is widely followed and is a regular contributor to ST Forum.

Financial Adviser, Eng Tiang Chuan, also a CFA, specialises in investments especially for the Accredited Investors. He contributes to magazines and his blog.

Financial Adviser, Martin Lee is a Charted Financial Consultant and specialises in current issues faced by investors. His blog is widely followed for comments on current issues faced by investors.

Financial Adviser, Ivan Guan

Promiseland encourages all her Financial Advisers to achieve relevant professional qualifications and more than 70% have at least one professional qualification.

Promiseland’s internal training which is held weekly far exceeds the industry requirements.


7500A Beach Road #02-312 The Plaza, Singapore 199591

+65 65054100

For more information on the above products and any other financial planning services, please feel free to leave us your contact details and we will get back to you.

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