Our Company
A Steadier Kind of Financial Education
Seruan Finance was established in Singapore to offer structured, unhurried financial education to adults who want to understand their options without being sold to.
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How Seruan Finance Came to Be
Seruan Finance was founded in Singapore by a small group of educators and financial practitioners who noticed a gap that large institutions rarely fill: structured, product-free financial education designed specifically for adults in their forties and fifties.
The name draws from the Malay word for "call" or "invitation" — a fitting description of what the organisation does. It invites adults who have spent years attending to other priorities — careers, families, mortgages — to return to their own financial picture with the kind of careful attention it deserves.
Our courses were developed in close consultation with working adults in Singapore who found that most financial education available to them either assumed far too much prior knowledge, moved far too quickly, or ended with a product recommendation. Seruan Finance does none of those things.
Since our first cohort in 2016, we have worked with hundreds of Singapore residents who wanted a clear-eyed understanding of their CPF accounts, their income options, and their retirement documentation — and who left each course with a document they could carry forward and refer to over the years ahead.
Our Mission
What We Are Here to Do
Our purpose is to make financial understanding accessible to adults who have reached a point in life where clarity about their finances actually matters — where decisions about CPF, retirement timing, and income sources have real and lasting consequences.
Our Values
- Measured pace. We believe financial understanding takes time and cannot be rushed without something being lost.
- No selling. We do not sell financial products, accept referral fees, or profit from any investment decision a participant makes.
- Localised content. Every course is built around Singapore's specific instruments, regulations, and social infrastructure.
- Documentation. Participants finish every course with a written reference document — not just a memory of what was discussed.
Our People
The Instructors
Lim Cheng Wei
Lead Instructor — Retirement & CPF
Cheng Wei spent fifteen years as a financial planning consultant before moving into education. He developed the retirement planning curriculum and leads the nine-week course on CPF LIFE, SRS sequencing, and beneficiary coordination.
Siti Purnama
Instructor — Income & Portfolio
Siti holds an economics degree from NUS and has written extensively on Singapore Savings Bonds and REITs for individual investors. She leads the income planning course and contributes to curriculum development across all three programmes.
Rajesh Nair
Instructor — Personal Finance Foundations
Rajesh specialises in making financial fundamentals accessible to those returning to the subject after years away. He leads the introductory course and has a particular interest in helping participants build their first honest personal balance sheet.
Standards
How We Maintain Quality
No Product Conflicts
Seruan Finance does not hold a financial advisory licence, does not distribute investment products, and does not receive commissions or referral fees from any financial institution.
Annual Curriculum Review
Course materials are reviewed annually and updated following any significant change to CPF rules, SRS regulations, or MAS guidelines that affect the content of our programmes.
Limited Cohort Sizes
No cohort exceeds twelve participants. This allows every session to remain a genuine discussion rather than a lecture, and ensures each participant receives personal attention.
Personal Data Protection
Participant data is held in accordance with Singapore's Personal Data Protection Act. We do not share participant information with financial institutions or third-party marketers.
Participant Feedback
Each course ends with a written feedback process. The results inform the next curriculum review and influence both content and pacing adjustments for subsequent cohorts.
Transparent Scope
Our courses are clearly described as educational. We are explicit with every participant about what they will learn, what the courses do not cover, and when seeking licensed advice is appropriate.
Context
Financial Education in Singapore for the Later Working Years
Singapore residents in their forties and fifties face a particular set of financial decisions. CPF elections, SRS contributions, SGX income instruments, and healthcare reserves require careful understanding before they can be acted upon wisely. These topics are well-documented but rarely taught in a way that suits those returning to study after years of other responsibilities.
Seruan Finance courses are structured for this specific situation. The curriculum covers the instruments that Singapore residents actually hold — CPF Ordinary Account, Special Account, MediSave, and Retirement Account — alongside the income-generating instruments available on local markets. Content is not borrowed from overseas frameworks and adjusted for Singapore; it is built from the ground up for this context.
Located in Singapore's CBD at 3 Anson Road, Seruan Finance conducts courses both in person and with remote participation available for those outside the central area. Cohorts are deliberately small, and each programme ends with a written document that participants keep for long-term reference.
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Ready to Take a Closer Look?
Browse the programme descriptions or send us an enquiry to learn which course fits where you currently are.