Life is all about choices.

Empower yourself with
choices that matter.
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Discover how quality advice can help you go further and reach your dreams sooner.

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Need Advice?

Meet Your #ChooseQuality
Financial Adviser Representative


Kelly Choy

Financial Advisory Manager

About Kelly Choy

I’m a financial consultant with a heart for real life — and real people. With close to a decade of experience in finance and accounting, my journey has taken me through roles at Deloitte, regional MNCs, and cross-border ventures. But what truly shaped me is more than the work — it’s the seasons of caregiving, motherhood, and conscious life planning that brought depth to my perspective.

I work closely with individuals and families navigating life’s pivotal stages — from young adults laying their foundation, to parents raising children, and sandwich-generation families supporting both kids and aging parents.

Many clients come to me when they feel:

- Overwhelmed by competing financial priorities, trying to balance today’s needs with tomorrow’s goals
- Uncertain about where to begin, despite knowing they want more clarity and control
- Disappointed with generic advice that doesn't reflect their real life, values, or aspirations

To me, financial planning isn’t just about growing wealth — it’s about creating the space to live with peace of mind, hit meaningful milestones, and shape a life that feels aligned.

My mission?

To support as many families and individuals as I can — through sincere advice, practical wisdom, and purpose-driven strategies that empower you to live life on your terms.

Discover how
#ChooseQuality
benefits you

Trusted by 120k+ Clients in Singapore

Choose a Solid Track Record

With more than 23 years in Singapore, we are a trusted and proven partner to journey with you.

Choose Comprehensive Solutions

With a portfolio of more than dozens of insurers and fund houses, we implement the best solutions for you.

Choose Trusted Advice

Our representatives are backed by wealth management teams, proprietary tools, and marketing support.

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A track record of quality service

  • with more than 23 years of excellence , Financial Alliance is Singapore's leading financial advisory firm.

  • Financial Alliance is a leader in providing wealth advisory services to individuals and corporates alike, including private wealth advisory, Islamic wealth advisory and fee-based advisory.

Quality by the numbers.

130,000+

clients and growing

450+

financial adviser representatives

23+

years in business

$1 billion+

assets under advice

Extensive Network of Business Partners

17 Life Insurers
36 General Insurance Partners
11 Investment Platforms
16 Financial Institutions
9 Estate Planning Companies
70 Asset Management Firms

#ChooseQuality with Kelly Choy

An in-depth insurance portfolio review with Kelly Choy could save you money as you spend less for the same coverage, or allow you to be better protected without spending a cent more.