Our story
Guided by Purpose, making a Difference.
At SAL Advisory, we aim to be a shining light in financial advisory, providing guidance grounded in insight and integrity. Based in Singapore and affiliated with Great Eastern Financial Advisers, we deliver financial advisory services to individuals and families, build value-sharing partnerships, and support cross-border clients with their financial portfolios in Singapore.
SAL Advisory is a financial advisory practice led by Kristen Lim. Our advisers are registered representatives of Great Eastern Financial Advisers Pte Ltd, which is licensed and regulated by the Monetary Authority of Singapore.
Vision
To be a shining beacon of financial advisory, worthy of admiration.
Mission
Be the light.
Based in Singapore, we provide financial advisory to regional clients with portfolios in Singapore through illuminative and innovative solutions grounded in integrity.
Core values
What we hold ourselves to.
Insightful
Clarity and insight so clients are brought to the right decision — not just the convenient one.
Innovation
Out-of-the-norm solutions through diversity and daring spirit. The best answer isn't always the obvious one.
Integrity
Cultivating wealth, trust and relationships honestly — because long-term success is built on it.
Transformative
Igniting change by leaving things better than we found them, in every interaction.
Strategy pillars
Five pillars. One practice.
As an advisor on our team, you're part of all of them.
1
Financial Advisory
Providing clear, insightful, innovative and honest advice to our clients.
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2
Building Partnerships
Creating shared value through meaningful partnerships with businesses and communities.
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3
Cross-Border Advisory
Bringing Asian clients into Singapore's financial ecosystem across borders.
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4
Social Impact
Giving back to ASEAN communities, lifting others through the SAL Foundation.
5
SAL's Assets
Building SAL's assets as a fortress to enable us to flourish long-term.
Enablers
What makes the work possible.
People
Advisors and partners who embody SAL's values and resonate with what we do.
Resources
Capabilities that transform the way we advise — hard skills, soft skills, and technology.
Organisations
Appointed representatives of Great Eastern Financial Advisers, with access to the iFAST platform and Precepts legacy structures.