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 advisers 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 Advisers
At Life First Advisory, our strength lies in the people who bring our philosophy to life. Our advisers 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 woven into our everyday rhythm.
What stayed with me wasn’t the numbers. It was watching how thoughtful advice could shift the way someone lived, what they carried, and how they 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, so 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 deepen over time.
Wealth management felt like a natural calling because it allows me to walk with people through life’s ups and downs, and help them move forward with greater freedom and peace of mind.
At LFA, I bring all of this, my upbringing, values, and love for people, into every conversation. Advice here is never just technical. It’s personal, intentional, and it’s always rooted in care.
Estee Loi
As a mother, I've come to appreciate how quickly priorities change and how valuable time becomes.
My own priorities have changed over the years, and I realised that wealth isn't simply about growing assets. It's about having the confidence and freedom to focus on the people and moments that matter most. That belief continues to shape the way I approach my work today.
I work closely with successful, busy mothers. Many are balancing demanding careers or businesses, raising families and carrying the mental load that comes with managing both. They have worked hard to build the life they have today, but they don't always have the time or bandwidth to stay on top of the financial decisions that come with it.
My role is to make the financial side of a mother’s life feel simpler. I help my clients think through important decisions as an objective sounding board, giving them the confidence that someone is looking after the bigger picture.
To me, success isn't measured by investment returns alone. It's knowing the women I work with feel completely supported, so they can spend less time worrying about finances and more time on school runs, playground adventures, family holidays, and the moments that matter most.
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 & Speech
Our integrity isn’t just a statement; it’s lived out through 3 guiding practices:
1. Radical Transparency: we show you not just what we recommend, but also what we reject and why.
2. Alignment of Interests: we only succeed when you do; no hidden commissions, no misaligned incentives.
3. 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.