Eddy Cheong

Chief Executive Officer


Eddy Cheong


Eddy has over 20 years of experience in wealth management and financial planning.

He began his career as an external auditor and subsequently worked as a Finance Manager in a listed company in the food manufacturing industry. Following that, he spent three years in insurance sales with Prudential before becoming one of the founding members of Providend in 2001. Providend is the first and only fee-only advisory firm in Southeast Asia.

For the next 17 years, Eddy held the role of Head of Financial Planning before transiting to become the Head of DIYInsurance, Providend’s fintech business unit, in 2016. DIYinsurance was Singapore’s first life insurance comparison web portal, providing insurance services to the mass market. It later formed a joint venture with NTUC Enterprise Co-operative Limited to form MoneyOwl in 2018.

Eddy spent the next two years as Chief Advisory Officer of MoneyOwl, where he played a key role in establishing and training the advisory team to deliver bionic advisory services through its robo-advisory platforms. He was also responsible in co-developing MoneyOwl’s four robo-advisory platforms in insurance, investment, will-writing and the first-of-its-kind comprehensive financial planning.

Prior to pioneering Havend, Eddy returned to Providend in 2020 to lead the Solutions Team, focusing on deepening thought leadership content in bespoke wealth planning and insurance services for the affluent and high networth segments.

With over two decades of experience in prioritising clients’ interests, Eddy will lead Havend in providing unbiased insurance advice for all.

No obligations, just honest advice, we promise.

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