Great Eastern Expands Wealth Push for Singapore’s Investors
Great Eastern Financial Advisers has won regulatory approval to advise accredited investors on securities and structured deposits, expanding its wealth management offering and deepening its partnership with Bank of Singapore.
Great Eastern Financial Advisers (GEFA) has secured regulatory approval to advise accredited investors on securities and structured deposits, marking another step in the insurer’s expansion beyond traditional insurance into holistic wealth management.
The new approval allows the wholly owned subsidiary of Great Eastern Holdings to offer a broader range of investment solutions through its own advisory team while leveraging the financial intermediary platform of Bank of Singapore. The initiative is designed to provide high-net-worth clients with a more integrated wealth planning experience by combining insurance, investments and bespoke advisory services under one roof.
Strengthening the High-Net-Worth Offering
The announcement builds on the launch of Great Eastern Private earlier this year, the group’s dedicated proposition for affluent individuals and their families. Clients are served from the newly established Hewton Fair Suite at Great Eastern Centre, which combines wealth advisory with healthcare services, including on-site medical assessments, healthy longevity programmes and medi-wellness offerings.
By bringing investment advisory capabilities in-house, Great Eastern aims to eliminate the need for clients to navigate multiple providers for insurance, investments and wealth planning.
Partnership With Bank of Singapore
The latest expansion also reinforces the collaboration between Great Eastern and Bank of Singapore, the private banking arm of OCBC. Through the partnership, accredited investors gain access to securities and structured deposit advisory while remaining within Great Eastern’s advisory ecosystem.
Greg Hingston, Group Chief Executive Officer of Great Eastern and Chairman of Great Eastern Financial Advisers, described the approval as an important milestone in building end-to-end wealth solutions. He said the firm intends to combine its long-standing advisory relationships with broader investment capabilities to raise advisory standards further.
Jesslyn Tan, Chief Executive Officer of Great Eastern Financial Advisers, said the broader licensing demonstrates that the firm’s advisers are developing capabilities beyond insurance advice, enabling them to address a wider range of clients’ financial needs.
Growing Competition in Private Wealth
The move reflects intensifying competition among Singapore’s financial institutions to capture a larger share of the region’s expanding affluent and high-net-worth population. Insurers are increasingly positioning themselves as comprehensive wealth managers by combining insurance, investment advisory, estate planning and lifestyle services, rather than relying solely on traditional protection products.
