Our story
A practice with a purpose — to leave things better than we found them.
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, we deliver financial advisory to individuals and families, build value-sharing partnerships, and advise cross-border clients across Asia.
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 across Asia 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. 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.
01
Financial Advisory
Providing clear, insightful, innovative and honest advice to our clients.
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02A
Building Partnerships
Creating shared value through meaningful partnerships with businesses and communities.
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02B
Cross-Border Advisory
Bringing Asian clients into Singapore's financial ecosystem across borders.
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03A
Social Impact
Giving back to ASEAN communities, lifting others through the SAL Foundation.
03B
Investment Holding
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
Backed by Great Eastern, supported by Precepts, iFAST and many others.