Our Story
A Different Kind of Financial Firm
We started Finsova because we noticed that most financial conversations in Singapore were shaped by products rather than understanding. We wanted to change that.
Back to HomeWho We Are
Built Around Education, Not Commission
Finsova began in 2019 when a small group of financial educators and counsellors decided to step outside the traditional advisory model. The founding team had years of experience in banking and wealth management, but shared a growing unease about how those environments were structured — incentives tied to products, conversations shaped by sales targets.
The firm was set up as an education-first practice. We hold no fund management licence, distribute no insurance or investment products, and receive no commissions. Every programme we offer is paid for directly by the client, which means our only obligation is to them.
Over the years, we've worked with young professionals sorting out their first paycheck, couples navigating HDB purchases together, and individuals approaching retirement who realised they didn't fully understand their own CPF. What these people had in common wasn't a lack of intelligence — it was a lack of context. That's what we provide.
Our Mission
To make financial understanding accessible to every Singaporean household — not by simplifying complex ideas beyond recognition, but by presenting them with honesty and care.
Our Approach
We work through structured programmes with defined outcomes and concrete deliverables. Conversations move at the client's pace, and we never assume prior knowledge. Each engagement begins with listening, not presenting.
Our Values
- Transparency over persuasion
- Depth over breadth
- Practical over theoretical
- People over products
The People
Meet the Team
Rachel Ng
Lead Financial Educator
Rachel has twelve years in personal finance and household advisory. Her work centres on cash flow and behavioural patterns, drawing on time spent in both banking and community financial counselling.
David Lim
CPF & Policy Specialist
David spent eight years advising Singaporeans on CPF and national scheme planning within the public sector before joining Finsova. He translates policy into practical, actionable understanding.
Shirin Kumar
Family Advisory Lead
Shirin specialises in multi-stage family financial planning. With a background in family mediation and financial coaching, she brings a communication-first perspective to complex household decisions.
How We Work
Standards and Protocols
Every programme at Finsova operates within a consistent set of professional standards — not as a formality, but because they shape the quality of every client experience.
Fee-Only Structure
We charge flat fees for programmes. There are no hidden referral payments, no trailing commissions, and no financial incentive for us to recommend anything other than what suits you.
Client Confidentiality
All financial information shared during programmes is treated as strictly confidential. We do not share, sell, or discuss client data with any third party.
Continuous Learning
Our team regularly updates programme content to reflect changes in CPF policy, tax legislation, and Singapore's housing and retirement frameworks.
Clear Agreements
Before any programme begins, clients receive a written scope of service that clearly states what is included, how sessions will run, and what the deliverables are.
Structured Delivery
Programmes follow a defined curriculum with session-by-session objectives, ensuring that each meeting builds logically on the previous one and progresses toward the agreed outcome.
Data Protection
Client data is stored securely and handled in accordance with Singapore's Personal Data Protection Act. We retain only what is necessary and delete records on request.
Our Practice
Financial Education Rooted in Singapore's Context
Finsova operates at the intersection of financial literacy and behavioural understanding. Our practitioners work with clients across a wide range of life stages — from individuals managing their first full-time income to couples preparing for significant household decisions. The common thread is a desire to understand rather than simply to act.
Singapore presents a distinctive financial landscape. The CPF system, HDB purchase framework, and national retirement schemes create a structure that many residents interact with daily but rarely examine closely. Our CPF programme was built specifically to address that gap — drawing on policy documentation, MAS guidelines, and real case studies from Singaporean households.
Cash flow work, meanwhile, benefits from a contextual approach. Spending patterns in Singapore reflect a specific cost-of-living environment, and the behavioural tendencies our educators observe differ from those described in literature produced for Western markets. Our tools and frameworks are developed locally with that in mind.
Family advisory work at Finsova acknowledges that financial decisions rarely happen in a vacuum. Housing purchases, childcare, elder care, and education funding all intersect in ways that benefit from coordinated planning. Our advisors are experienced in facilitating conversations between partners who may have differing financial backgrounds, priorities, or risk sensibilities.
Work With Us
Let's Find the Right Programme Together
An initial conversation costs nothing and commits you to nothing. Reach out and we'll take it from there.
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