Our Story
At Life First Advisory, we believe financial advice begins with understanding life, not money.
We are a boutique advisory shaped by shared values, deep expertise, and a simple philosophy: life comes first.
While many advisors focus on managing money, we begin by understanding the people we serve — the things they value, the lives they’re building, and the future they envision. Once we understand that, the work becomes clear.
We ask one fundamental question: what does living a good life mean to you?
Whether you’re navigating family priorities, deploying capital with intention, or building long-term wealth,
we’re here to bring clarity, structure, and confidence to your decisions.
By keeping an eye on the big picture while taking care of the details, we guide you through life’s transitions - so you can move forward with purpose, and enjoy the view along the way.
Our Advisors
At Life First Advisory, our strength lies in the people who bring our philosophy to life. Our advisors bring diverse experiences, complementary strengths, and a belief that wealth should serve a meaningful life.
Seng Bingyang
I’ve always been drawn to work that centres around people. Growing up, I wanted to be a policeman — and during National Service, I did just that.
Serving in the police force taught me what it means to protect, to guide, and to act with integrity even when no one is watching. Those values have stayed with me ever since.
When I eventually found my way into finance, I realised something important: wealth is rarely about numbers.
It’s about families, transitions, dreams, fears, and the way people want to live their lives.
My role wasn’t to sell products - it was to simplify complexity, bring clarity, and help my clients make decisions they could feel confident about.
Life First Advisory was born from that conviction: a practice rooted in values, built on evidence, and designed to outlast its founders.
A place where clients feel understood, supported, and guided with intention.
Today, I work with clients who have meaningful goals and full, demanding lives — people who want a trusted partner in their corner as they navigate life’s most important decisions.
Lydia Choa
You could say wealth management has always been part of my life. I grew up in a family of financial advisers — my parents even ran their own firm — so conversations about money, planning, and people were part of our everyday rhythm.
What stayed with me wasn’t the numbers; it was seeing how thoughtful advice could change the way someone lived, felt, and moved forward.
To me, working with a trusted adviser should bring clarity, structure, and calm. My role is to help clients move out of confusion and into confidence — where their wealth isn’t just managed, but made meaningful and purposeful.
I’ve always had a deep appreciation for people and their stories. I thrive on real conversations, meaningful connections, and relationships that grow over time.
Wealth management felt like a natural calling because it lets me walk with people through life’s ups and downs and help them move forward with freedom and peace of mind.
At Life First Advisory, I bring all of this — my upbringing, values, and love for people — into every conversation. Advice here is never just technical. It’s personal. It’s intentional. And it’s always rooted in care.
Our Values
Loyalty in our Relationships
The foundation of our relationships with clients, partners, and stakeholders is loyalty. When we hold fast to this, we earn the privilege of enjoying reciprocal loyalty across a lifetime.
Integrity in our Deeds & Speeches
Our integrity isn’t just a statement; it’s lived out through 3 guiding practices:
Radical Transparency: we show only you not just what we recommend, but also what we reject and why.
Alignment of Interests: we only succeed when you do; no hidden commissions, no misaligned incentives.
Multi-Generational Stewardship: we make decisions we’d be proud to hand down to your children.
Flexibility in our Capabilities
In a world where change is the only constant, adaptability is key. Our ability to be nimble helps weatherproof the journeys we take with our clients, keeping them on track through evolving circumstances.
Effectiveness & Efficiency in our competencies
We strive for results delivered with purpose and precision — effective in achieving goals, and efficient in execution, so that every decision adds value without waste.