Sandra Phua | Builders Financial

Sandra Phua Siang Kiang

潘婵娟

AIA Senior Financial Services Consultant
AIA Employee Benefits Specialist

9816 6143
sandra.phua@aia.com.sg

My Life Motto:
Authenticity and sincerity are my guiding principles.

My Work Promise:
I am committed to being a reliable presence whenever you require my assistance.

My Work Experience prior to AIA

Before joining AIA Singapore, I held the role of Operations Manager, where I managed business franchise operations in F&B and the children’s enrichment industry. My extensive experience encompasses franchise development, establishment of retail outlets, retail operations, marketing, and wholesale distribution.

I collaborated closely with both local and overseas franchise business owners, providing invaluable support in the setup of their retail outlets and offering guidance on operational procedures. By leveraging my expertise, I ensured that franchisees were equipped with the necessary tools and knowledge to effectively manage their businesses.

Based on my past 17 years of work experiences, I possess the unique ability to establish strong connections and foster meaningful relationships with a diverse group of individuals. These experiences have equipped me with valuable insights and skills that enable me to better understand and meet the needs of my current individual and corporate clients.

I joined AIA Singapore Private Limited as a Financial Services Consultant since 2013.

My journey as a financial services consultant

Receiving affirmation and appreciation from my clients, acknowledging the value I bring, provides me with a profound sense of assurance and affirmation in my chosen path.

With 17 years of experience in managing business franchise operations, I embarked on a new journey as a financial services consultant with AIA Singapore in 2013. It took me a year of careful consideration before making the decision, and I can confidently say that I have never looked back.

This profession has bestowed upon me a significant responsibility: safeguarding individuals against financial loss and enlightening families about the importance of securing their loved ones’ future. The trust and confidence that people place in me serve as constant reminders of the importance of my role and how I can make a meaningful impact in their lives. Whether it is guiding them through both prosperous and challenging times or assisting them in accumulating wealth to achieve their financial goals, I am dedicated to ensuring they are adequately protected and empowered to realise their desired retirement dreams.

What is unique about Builders Financial

Builders Financial embodies its name by not only constructing the careers of its financial services consultants with unwavering integrity but also by constructing the financial well-being of its clients through comprehensive protection and wealth accumulation strategies. Our esteemed founder, Hui Cheng, radiates boundless energy and maintains a forward-looking approach that inspires everyone in the agency.

At Builders, we firmly believe in fostering an environment where every individual is empowered to excel according to their unique capabilities. Hui Cheng ensures that no one is left behind, actively supporting and guiding each team member on their journey to success. With Builders, you can confidently place your trust in an agency that is committed to constructing not just a fulfilling career for you but also a secure future for your loved ones.

A little more about myself

As a devoted mother to a teenage boy, I am immensely grateful that my chosen profession has allowed me to grow alongside my child, supporting him since his pre-school days and beyond.

My family and I share a deep passion for travel, as it provides us with invaluable opportunities to immerse ourselves in diverse cultures and savor delectable cuisines from around the world. These adventures serve as cherished moments of family bonding amidst our busy schedules, allowing us to create lasting memories together.

With an unwavering commitment to self-improvement, I actively seek opportunities to learn and grow. One such endeavor is my active participation, taking on the exco role of Club President (2022/2023) at AIA Toastmasters Club. I strive to enhance my communication and leadership skills, ultimately becoming a more effective and influential presence in both my personal and professional spheres.

Achievements and Professional Development

AIA Senior Personal Wealth Manager (2020, 2021, 2022)

AIA Employee Benefits Specialist since 2020

Chartered Financial Consultant®/S (2020)

Associate Retirement KASHGROWTH Professional ARKP ™ (2020)

Associate KASHGROWTH Professional AKP ™ (2019)

GoalsMapper Practitioner (2020)

Estate Planning, Wills and Trusts for Financial Services Professionals
(Attended programme at Precepts Academy Ltd) (2021)

AIA Authorised Representative since 2013

Awards and Recognitions

Million Dollar Round Table MDRT since 2020

AIA SuperStar Club (Platinum) (2020, 2022)

AIA SuperStar Club (2021)

AIA Prestige Club (HNW & Affluent) (2020, 2021, 2022)

AIA Million Dollar Club (Gold/Platinum) (2015 – 2019, 2023)

Real people. Real stories.

“There are no secrets to success. It is the result of preparation, hard work, and learning from failure.”

Meet Sandra for your retirement planning needs

I first met Sandra over a quick lunch to discuss on my retirement planning and thereafter, on a few more occasions.

Throughout the sessions I had with her, she is very detailed, takes time to hear you out and explains thoroughly on the planning. She looks ahead and advised on different ways to leverage on the gains for wealth management.

After sitting with her on my road to retirement planning, I feel more at ease on my financial situation. I will not hesitate to recommend Sandra to anyone who needs a consult in financial services.

Rina Lim, pre-retiree

A financial services consultant who serves with her heart

I have met many financial planners and insurance agents in my professional and private lives and Sandra is one of the rare consultants that possesses both the head knowledge as well as the heart to care and serve.

From detailed financial analysis, to proposal of personalised financial solutions, she is able to go through the process with detailed explanations and transparency while simplifying the technical terms whenever needed and displayed patience, empathy and understanding. As she has a calm and collected persona, her after-sales service is always assuring, yet responsive and efficient when advising us on the steps needed to process our claims. She is always ready to share with us the latest trends and tools to optimise our coverage and protection.

If you are looking for someone who is dependable, detailed and relatable, Sandra will be the perfect financial services consultant for you.

Thank you Sandra for taking care of me and my family.

Yap Yumei

Put your financial worries at ease

It has been a great pleasure so far walking through this financial journey with Sandra. Although it has been only a few months, I feel assured that Sandra has my best interest in mind and my future financial health will improve with her help and guidance.

When in any doubt, she is always there to answer all my queries no matter the time and day. She has been very accountable with updating me and is also very patient with explaining everything in detail. She puts in time and effort in understanding your lifestyle and needs and only makes recommendations that will work for you for your own good.

I would definitely recommend Sandra to anyone who is looking for a financial services / investments consultant – your financial worries will be put at ease.

Melodie Yap

吳富成，董事
敬业乐业专业
潘婵娟给我的印象是敬业乐业，
专业，
乐意助人，
不怕麻烦，
不计较，
有责任感，
愿意付代价，
付时间，

以专业和人性化的协助我理解保单对我的重要性，

能适度适当的推荐我所需要的保单，

不会一味的想卖她要我买的保单，

而是会根据我的需求和能力来建议我洽当的保单。

这位潘婵娟(Sandra)是值得深交和信赖的朋友。

(Mr & Mrs) Joseph Goh

Warm and down to earth

Sandra started out as the family’s financial services consultant some 6 years back. Today she has become a family friend after these years of interaction.

Sandra has a warm and down to earth disposition. She is never condescending despite our lack of knowledge and amateurish questions we have about financial planning.

Over these years, she has come to understand our priorities and risk appetite hence her proposals are always in the family’s best interest. Above that, she initiates periodic review of our financial standing and plans.

Being firm believers of financial security through sound planning, Sandra’s ethos as a financial services consultant clearly resonates with ours. We are thankful for Sandra whom we trust will always provide us with sound financial advice.

Jaclyn & Francis Lee

A commendable service

I wish to commend Sandra for the excellent service she has rendered to both my company and myself for the past 7 years in respect of all insurance related matters.

In my opinion, the level of service that Sandra extended to my company and myself was far beyond our expectation. During the process, we found her to be honest, friendly, helpful, efficient and most importantly very knowledgeable and professional at work. Such virtues have virtually disappeared from this modern society.

We value the working relationship with her and will not hesitate to recommend her service to our friends and associates.

Alex Loh
Director

Seeks to understand

Sandra is real and genuine! She has been my financial services consultant for a few years and during this period of time, she has been very professional, knowledgeable, approachable and genuine in helping me understand the importance of being protected against financial loss and how I can provide for my family. Despite my ignorance in financial services planning, savings or insurance coverage, Sandra seeks to first understand my financial status, limitations and needs with respect. She will then patiently explain suitable insurance plans or realistic actions to take in layman terms, making it easy for me to understand. She is there encouraging and guiding me each step of the way I should take.

I strongly believe that Sandra will be of great help as well to other young couples or families with young children. You can trust her to give you sound financial advice!

Eunice Lin Chun Hui

Manage your risk

Unlike the vultures of roadshow agents, Sandra provides risk management according to your needs and within your budget. She will get to know your background to better understand your needs versus your wants without judging your background and financial situation. And proposes a plan that balances the best of both world. I am very confident with her service, knowledge and would absolutely point anyone to her direction if they are interested in risk or financial services planning.

Jason Lee Jieng Sheng

有责任感的顾问

Sandra 是一位很有责任感的保险顾问。她会根据你的需要和能力推荐适合你的保单，她会很有耐心的为你讲解保单的好处。如有需要，她也很乐意的为你规划将来退休后的钱财规划，让以后的退休生话能过得更写意。庆幸有她做为我的保险顾问，很衷心的感激她。

Gina Han

A responsible financial services consultant

👩‍💼Sandra is a very confident, responsible and knowledgeable person especially when advising and answering on policies or AIA related issues. She will never fail to deliver a better and clearer understanding on the enquires being made on our policies, matching up to our financial capability to create a hassle-free planning for us to handle. Apart from that, when it comes to client meetings, her professionalism in customer relations tends to make it a ‘we are more than a friend’ kind of relationship even when we first met her. Also, regardless of any enquires being made, even when she does not have the confirmed information on hand, she will always take the extra effort to check and come back to us with a clearer explanation or advice to any further queries, deepening the trust we have in her to handle our policies.👍 With her professionalism, patience, commitment and passion towards her work, she is one whom I will definitely highly recommend in handling your policies with the amount of trust being built throughout the meetings we have.

May God bless you throughout your entire career.✨

Mr & Mrs Cheng Hock Choon

Knowledgeable and Patience

More than just a financial services consultant, Sandra took the time and effort to build a relationship with me and understand my concerns and needs before providing inputs and helping me with financial services planning. Meeting with her always feels comfortable and it does not feel like she is just trying to sell me a product, but instead, she genuinely has my best interest in mind. She displayed great professionalism, passion, knowledge, and patience as she helped me plan my finances. I will not hesitate to recommend her services to my friends, relatives, or anyone who requires financial planning services. Thank you, Sandra 😊

Quah Ming En

Meet Sandra for a discussion today

I would like you to meet Sandra. She has advised and helped me do a comprehensive medical insurance planning and I am glad that I have taken on her advice. For my past accidental incidents, I am able to claim appropriately from the plans bought. Do meet her for a comprehensive financial services planning discussion too.

Pion Cheung

Patient and concise

Sandra is very helpful to me whenever I make enquiry on insurance matters.

She helped me to consolidate and go through all my policies and helped me understand what I have been covered.

With the summary report she has done up for me, I am now very clear on my protection coverage from different insurance companies which I do not have a clear picture before.

She is patient, concise and go for extra miles in providing her service to me.

Thanks, Sandra😄👍!

Aw Lay Hoon

Reliable and trustworthy

Thank you for taking time to meet amidst your busy schedules. In fact, you are always responsive to our calls. As our financial services consultant, you are well informed and knowledgeable. That gives us assurance and we are glad to find someone we can rely and trust. You communicate like a close friend. No pretend. Just genuine and real. You gave us your listening ear and provide us 101% of support and clarification if need to. Extending extra mile for people too! With your kind virtues and professionalism , you can excel in your undertakings. It has been great pleasure knowing you and we will not hesitate to recommend your service to our friends and relatives. Wishing you success in your endeavours! To God be the glory!

感謝你在百忙中湊出時間來會合我們。有問必答，有求必應，你从不怠慢! 你就像一位老朋友，坦白又真誠。你也能夠為對方多走一米路。如此敬業樂業的態度，值得表揚。相信憑你的專業，是能在事業上創高峰的! 很高興認識你這位朋友兼顧問。若有親戚朋友需要你的服務，我們會極力推薦。願你的事業更上一層樓!榮耀歸與主! ❤

Chris & Esther
炳祥，慧揚

A responsible financial services consultant

Sandra has been a very responsible financial services consultant. Not only for her excellent service, she is very responsive towards my queries. I used to have a bad impression of AIA but she changed my perception now. I definitely recommend you to meet up with her!

Derrick Er

My friend, my trustworthy financial services consultant

Sandra is not just a friend but my trustworthy financial services consultant too. I feel secure to have someone like her to manage my portfolio professionally. She is patient in her explanation and refresh my coverage in our every review session to ensure that I am clear of what I am insured with. Her good advice and service gives me the assurance that I can rely on her.

Christina Wong