So Sin Ting

Sin Ting hails from a private banking background and spent close to a decade in the wealth management industry at leading banks in Hong Kong and Singapore, including Morgan Stanley and Nomura. She and her team were servicing and advising ultra-high net worth clients on their investment and wealth needs.

Eventually, she left the private wealth management space and joined Endowus as part of its founding team because she believed that everyone - not just high net worth individuals - should be able to access the best advice and investment products, at all life stages. She believes that Endowus is the bridge to closing the wealth gap as it seeks to dramatically reduce the cost of investing, thus improving overall outcomes. And this is made possible by technology that allows clients across wealth bands to easily access fee classes that were previously only made available to private banking and institutional clients, as well as rebating 100% of all trailer fees to Endowus clients.

Today, as the Chief Client Officer, Sin Ting leverages her extensive wealth management experience to deliver the best digital customer experience for all investors by building a seamless onboarding process and efficient multi-channel customer support. By combining an intuitive, customer-centric platform with an advisory fee-only model, she believes that Endowus truly places the customers’ needs at heart, and that this sets Endowus apart as a transparent platform on all fronts with a full alignment to their client's interests.

Sin Ting and the team focus not only on building a strong digital investing platform but also on identifying the best investment products in the world and making them available to CPF investors for the first time. This approach, of leveraging technology to make the best investment advice and opportunities accessible to all, underpinned all subsequent launches and has led to strong financial performance.
In Endowus, it was clear that this process must start with the people: Building a team that is aligned to the company’s mission and vision, believing that we are making a difference in the lives of Singaporeans. It was key to ensure that everyone was aligned - from the engineering department to the investment office and client experience teams. Within the Client Experience team which she oversees and leads, she has doubled the number of female employees in her team within a year. These professionals were all from the private banking or wealth management space with experience from years to decades. They are aligned with Endowus’ vision of providing greater access and advice to everyday investors and have joined the firm with the confidence that Sin Ting will be able to guide the team forward.

With Sin Ting’s leadership, Within 2 years, Endowus achieved S$1.5 billion in AUA (assets under advice), more than 8x growth since launch as of Nov 30 2021, faster than its peers in the same space. Endowus was recognised by the industry and obtained numerous awards including Singapore’s Fintech Innovation in Asset Management, (Asia Asset Management’s Best of the Best Awards 2022), LinkedIn Top Start-ups 2021, and WealthTech of the Year (Asia FinTech Awards 2021).