Our History

In 40 years, Life Planning Associates (LPA) has evolved from a life insurance intermediary into a trusted financial advisory firm.

LPA was founded in 1980 by Benny Ong, as a life insurance intermediary.  In 1990, we pioneered fee-based services for personal and business financial planning in Singapore, encompassing personal risk management, debt management and estate planning.

In 2003, the firm secured its Financial Advisory License from the Monetary Authority of Singapore, and expanded its service portfolio to include equity investment planning.

During this time, LPA carved out a niche assisting clients to build an equity portfolio of undervalued companies listed on the Singapore, Malaysia and Hong Kong stock exchanges.  These portfolios have provided resilient dividend income and capital gains as components of a diversified income stream for clients. 

A New Beginning...

In 2016, Winston Chong assumed ownership of LPA and restructured the firm to embrace a team-based approach to client servicing.  Commission-based earnings for advisers was abolished and in its place was established salary and profit-sharing benefits for all employees.

Today’s LPA offers comprehensive financial planning services synergized through the collaboration of complementary skills and experiences of a multi-disciplined team.