About Us

Training provider supporting:

1. Wealth Management & Planning Consultation

2. General insurance 

3. Estate Planning

We believe that our clients’ success is our success and our clients’ happiness is our best rewards.






 “Values Come First”

Magazine Article about Values Led Associates

Values led Asscociates, an insurance agency has switched from HSBC Insurance (S) Pte Limited to Prudential Assurance in 2014. The switch comes after HSBC’s decision to discontinue its agency distribution channel for its insurance products in 2013. Click here to learn more.


Keith Ang and Corinne Yeo have no qualms about going the extramile for clients, even if it means dedicating a weekend to helping out at a client’s wedding and taking time off work to lend a listening ear to another client suffering from post-natal blues. 

For them, they are simply living by Values-Led Planning Group’s motto “Serve first, last and always”. 

Keith and Corinne are financial planners with Values-Led, an authorised

representative of HSBC Insurance (S) Pte Limited. But the relationship they have with clients has clearly gone beyond that of buyer and seller. 

“The most satisfying aspect of my job is when I can turn a business relationship into friendship, when clients trust me enough to involve me in almost all aspects of their lives,” said Corinne, an associate manager. 

Keith, a unit manager, explained that the opportunity to make a difference to someone else’s life in times of need is one of the reasons he chose the job after graduating from a local university where he majored in building and estate management.

The 28-year-old recounted how an insurance policy helped his family avert a financial crisis in his teenage years.

“My mother was diagnosed with breast cancer but thankfully she had health insurance. The money from the insurance helped tide us over that harsh period,” he said, adding that the incident also influenced two of his three siblings to join the insurance industry. The importance of insurance had also been impressed upon Corinne, 32, from an early age when her family was stranded with financial commitments because of her father’s illnesses. So when her husband, who is also a manager at Values-Led, suggested that she join the company two years ago, she agreed after some serious thought, although she was then earning a comfortable salary at an oil trading company.

“I took a pay cut when made the switch but I knew then that I would be in this for the long run as there are lots of things to learn,” she said.

Recognising that the commission-based nature of the industry can be tough on new entrants, Values-Led recently introduced an incentive allowance for recruits who meet a minimum sales target. 

Keith noted that time and patience are essential if you wish to build meaningful relationships with clients.

 “You are helping your customers with long term financial planning and it could be a 20- or 30-year relationship you are cultivating. So you should not join this industry with the aim of wanting to make as much as you can in one to two years.”

 In Corinne’s case, her job allows her to spend more time with her three children and with people in general, such as the client who was suffering from post-natal blues. “She just needed someone to talk to and I was glad I could be there for her.”

Andrew Ang

  1. Representing Prudential Assurance Company Singapore (Pte) Ltd (PACS) for financial advisory services on PACS insurance products and services (www.prudential.com.sg/FC-info)
  2. Representing Raffles Provident LLP, AXA, AIG and SOMPO for general insurance products
  3. Representing Precept Legacy Pte Ltd for provide comprehensive planning and solutions for wealth distribution, wealth succession, estate administration for individuals and families
  4. Wealth Coach LLP on education, coaching and mentorship to build a successful business & values-led financial literacy.
Andrew Ang & Associates an agency unit of Prudential Assurance Company Singapore (Pte) Ltd Reg. No. 199002477Z
Address: 47 Scotts road, goldbell towers #18-01A Singapore 228233 phone number: 84487168 (hp) | Email: andrewangch@pruadviser.com.sg
Disclaimer link: www.prudential.com.sg/FC-info


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