Singlife Financial Advisers Pte. Ltd. (SFA) CEO, Justin Ho, is focusing on driving the company’s growth by tapping into Singapore’s ageing population and the increasing number of high-net-worth individuals. He emphasizes the importance of adjusting strategies to align with shifting market dynamics.
In a recent Zoom interview with Insurance Asia, Ho shared his vision for the company’s future, stating, “While I aim to grow both the business volume and the number of representatives, sustainable growth can only be achieved through a strong foundation of compliance and trust.”
Ho, who brings 20 years of experience in the financial services industry, emphasized that his leadership is grounded in a deep understanding of the sector’s need for a balance between expansion and robust operational practices. “After focusing on revenue growth and leading business development teams for over a decade, I’m driven to propel SFA forward,” he added.
Ho’s extensive background includes starting his career as a financial consultant with Prudential Assurance Company Singapore, followed by a significant tenure at Singapore Life Holdings Pte. Ltd. (Singlife), SFA’s parent company. He most recently served as Executive Director and Head of Business Development.
A graduate of the National University of Singapore with a Bachelor of Engineering degree, Ho takes the helm of SFA during a period of financial uncertainty for many Singaporeans. Amid ongoing inflation, many are reevaluating their financial security. According to a CIMB Bank Berhad (Singapore Branch) study, nearly two-thirds of Singaporeans aspire to achieve financial independence between the ages of 40 and 60, with over half of them estimating that they will need more than $744,500 (S$1 million) to do so.
“In general, around seven out of 10 people do not feel financially free,” Ho noted. “At the same time, almost the same proportion say that financial freedom is important to them.”
Despite Singapore’s mandatory social security system, which provides essential support for retirement, healthcare, and housing, Ho believes that many still require more comprehensive financial coverage. “Financial services are a high-touch industry,” he explained. “The need for human advisors who can understand and cater to individual financial service needs is essential.”
Acknowledging the constant changes in the market, Ho assured that SFA will remain flexible, adjusting its strategies when necessary. “Singaporeans are living longer, the ageing population is growing, and healthcare costs are rising. These challenges create concerns about living expenses, and that’s where we come in — offering clear solutions to help people manage these issues.”
Furthermore, Ho pointed out a rising demand for more affluent financial products, noting that Singlife and SFA are poised to capitalize on this growing segment. “I’m always very clear about the roadmap for SFA’s growth and how we’ll achieve our goals,” he said. “As a leader, I’ve always built teams that are aligned with the company’s direction, comprised of individuals who share strong common goals and motivation.”
Under Ho’s leadership, SFA is positioning itself to be a key player in Singapore’s evolving financial services landscape, focusing on sustainable growth, customer trust, and adapting to market demands.
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