30 June 2025
Manulife Singapore Marks Key Milestones with Financial Advisory Growth and Customer-Centric Innovation to Deepen Customer Engagement
- Manulife Financial Advisers (Manulife FA) and Manulife Advisory Group (MAG) (Tied agency of Manulife Singapore) commemorate key anniversaries with bold ambitions, new digital tools, and high-net-worth solutions to support sustainable growth.
SINGAPORE – Manulife Singapore is marking a year of milestones across its advisory ecosystem, as Manulife FA and MAG (part of Manulife (Singapore) Pte. Ltd.), celebrate their 10th and 5th anniversaries, respectively. These achievements underscore Manulife Singapore’s continued commitment to building a future-ready advisory force, delivering trusted, personalised financial advice, and helping Singaporeans secure their financial futures.
"These milestones reflect the dedication of our financial consultants, the trusted face of Manulife for our customers. They play a pivotal role in helping people make confident financial decisions," said Khoo Poh Huat, Chief Distribution Officer, Manulife Singapore. "We remain focused on equipping them with the tools, insights, and opportunities to grow their careers and create meaningful impact for every customer."
A Shared Commitment to Advisory Excellence
Manulife FA and MAG now represent more than 1,900 financial consultants, with over 700 qualifying for Million Dollar Round Table (MDRT) in 2024 – a testament to their professional excellence and commitment to quality advice. Looking ahead, Manulife Singapore is aiming for 1,000 MDRT qualifiers, as it doubles down on its vision to lead the market in customer-focused advisory.
Powering Up Financial Consultants and Enhancing Customer Experience
To enhance our consultants' effectiveness and elevate customer experience, Manulife Singapore is launching a suite of digital tools and initiatives, including:
- Client Portfolio Review Tool: Leveraging artificial intelligence (AI), this new tool will help consultants deliver timely, tailored portfolio updates aligned with customers’ needs and goals. It enables comprehensive portfolio reviews and generates clear summaries for customers. Manulife Singapore aims to provide 50,000 personalised check-ins annually – ensuring financial advice remains timely, data-driven, and relevant.
- AI Assistant: Building on its AI-powered sales enablement platform, Manulife Singapore now offers consultants a virtual assistant for fast, accurate responses on product information, policy servicing, claims guidelines, and legacy product details – helping consultants stay productive and confident no matter where they are.
- Enhanced iFUNDS Platform: In April 2025, Manulife Singapore became the first insurer to offer a digital wealth platform integrating Unit Trust (UT) and Investment-Linked Plan (ILP) holdings into a single dashboard. iFUNDS empowers consultants with a complete view of customer investments, eliminating the need to toggle between systems, enabling sharper and more informed recommendations.
- Leadership Development and Upskilling: Manulife Singapore is investing in long-term capability-building through leadership development, culture and conduct training, and advanced modules in business insurance and estate planning. This ensures that consultants can meet evolving customer needs across life stages and wealth segments.
- High-Net-Worth Solutions: Reinforcing its leadership in the high-net-worth (HNW) space, Manulife Singapore recently launched Signature Indexed Income and Signature Indexed Universal Life Select (III) – market-linked, USD-denominated life insurance solutions that offer downside protection, long-term capital growth potential, and legacy planning benefits. These solutions are tailored to sophisticated customers seeking stability and flexibility across generations.
"We are investing for the long term – in platforms, people, and products - to build a more sustainable, customer-centric business," Khoo added. "By combining digital innovation with personal advice, we’re enabling our consultants to deliver quality advice at scale, now and into the future."
A Decade of Growth: Manulife Financial Advisers
Established in 2015 with just 199 consultants, Manulife FA has grown into one of Singapore’s largest and fastest-growing financial advisory firms, boasting over 1,300 consultants. To commemorate its 10th anniversary, financial consultants received a limited-edition blind box set featuring 10 original figurines themed "When I Am Financially Free." Designed to spark conversations around financial aspirations, these exclusive collectibles were used by consultants to engage customers and prospects — whether during reviews, outreach efforts, or at roadshows.
As an added incentive, the first 10,000 customers who complete a financial review with a Manulife FA consultant will receive a $20 reward, encouraging customers to envision and work towards their ideal retirement.
Five Years of Transformation: Manulife Advisory Group
Originally a traditional tied agency, MAG was remodelled in 2020 into a modern, open architecture platform. Since then, it has grown steadily in scale and professionalism. This year, MAG will host a 5th Anniversary Conference in Shenzhen, held alongside the MDRT Annual Meeting in Macau, offering consultants a valuable opportunity to learn from global peers and thought leaders in financial advisory.
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About Manulife Singapore
Serving Singapore since 1899, Manulife Singapore has progressed significantly to become a leading life insurer that provides a broad range of insurance, retirement and wealth management solutions to meet the financial needs of our customers across their various life stages. Manulife Singapore’s insurance, retirement and wealth management solutions are distributed through our own affiliated financial adviser representatives and our specialist partners, including banks and other financial advisory firms. For more information on Manulife Singapore, please visit manulife.com.sg.
Media contact
Belinda Wong
Belinda_SJ_Wong@manulife.com
Zaim Zahari / Verona Koh
Manulife@aka-asia.com
