PromiseLand, Infinity, and SG Alliance join finexis advisory in Ascend Asia's open-architecture FA model in SG

The Singapore financial advisory landscape is witnessing a significant shift as Ascend Asia (AA) continues to scale its presence. Following the 2025 acquisition of finexis advisory, AA has now acquired three additional FA firms - PromiseLand Financial Advisory, Infinity Financial Advisory, and SG Alliance. This move creates a powerful collective of firms operating under AA's open-architecture model. While the scale of the group provides robust back-end support and resources, the core philosophy remains focused on firm-level autonomy and specialized client service.

Ascend Asia Expands: Strengthening the Open-Architecture Ecosystem in Singapore

Since the Financial Advisers Act was introduced in 2001 to elevate professional standards, the Singapore insurance landscape has remained dominated by tied agencies and exclusive bancassurance partnerships. While independent Financial Advisory (FA) firms have made significant inroads, the sector remains fragmented with over 60 firms of varying sizes. This fragmentation often limits the resources available to individual firms competing against large, brand-aligned institutions.

Ascend Asia’s open-architecture network addresses this gap by providing the necessary scale, technological partnerships, and infrastructure to accelerate growth. By bringing PromiseLand, Infinity, and SG Alliance into the network alongside finexis advisory, the group empowers firms that share a commitment to elevating professional standards. This model ensures that firms with the right business ethos have the institutional support to thrive, offering a genuine alternative to the restricted product suites found in tied or insurer-owned distribution channels.

Collective Scale with Individual Identity: 1 Network, 4 Unique Firms

A common misconception is that the acquisition leads to a single, homogenized brand. Within the Ascend Asia network, the opposite is true. While the firms share the benefits of a massive open-architecture platform, finexis advisory, PromiseLand, Infinity, and SG Alliance remain distinct entities.

A useful analogy is the LVMH Group. Just as Louis Vuitton, Moët & Chandon, and Sephora operate with entirely different cultures and market positions under one parent company, each firm under AA maintains its own unique brand and community.

Rather than a top-down corporate mandate, the management and leadership of each firm continue to chart their own vision and strategic direction. This independence allows finexis advisory, PromiseLand, Infinity, and SG Alliance to continuously build and evolve their own uniqueness. For those exploring careers at these firms, it is essential to learn about each firms' specific ethos, culture and training support to find the professional environment that best aligns with your values.

Why AA's Acquisition Matters for all FA Firms in Singapore

The acquisition of PromiseLand, Infinity, and SG Alliance represents a major shift in the local financial advisory sector. With a combined network of over 2,000 financial consultants, this move places the group among the largest FA firms in Singapore by adviser headcount.

For the broader industry, this consolidation signals that scale is no longer optional. As regulatory requirements become more complex and technology costs rise, independent firms must find ways to achieve "industrial-grade" support without losing their unbiased edge.

By joining the Ascend Asia network, these firms gain:

• Institutional Backing: Access to growth capital and strategic expertise from global investment firm KKR.
• Technological Firepower: Enhanced fintech capabilities and automated systems that small, fragmented firms often struggle to build alone.
• Enhanced Product Ideation: The ability to work with insurance partners to create unique, first-to-market solutions for clients.

This model proves that independent firms can achieve the scale of a major institution while remaining structurally agile. For the Singapore consumer, it means more professionalized, resource-backed advice that still prioritizes choice over tied-product sales.

Advancing Your Career: Why finexis advisory Remains the Top Choice

For in-industry practitioners and mid-career professionals looking to switch sectors, the landscape is much clearer. While the Ascend Asia network provides a broad foundation, finexis advisory stands out as the lead firm within this ecosystem, offering a distinct environment tailored for those who prioritize professional growth and client-centric outcomes.

What sets finexis apart is a culture that balances entrepreneurial freedom with rigorous institutional support. We provide a pathway for consultants to transition from transactional sales to high-value wealth management. Our infrastructure is designed to remove the friction in your advisory business, allowing you to focus entirely on client strategy and relationship building.

The Orion Wealth Partners Advantage: Building AUA

We, Orion Wealth Partners, have a proven track record of helping our Financial Consultants significantly scale their Assets Under Advisement (AUA). We achieve this through systematic growth strategies that move beyond basic protection into comprehensive wealth management. Our framework is specifically designed to help mid-career professionals translate their past corporate experience into a successful advisory practice using strategic support and proprietary tools that increase client impact.

If you are an industry practitioner seeking a more robust platform or a professional considering a career switch, we invite you to explore how our ecosystem can accelerate your professional trajectory. Contact us today to find out how you can start and scale your investment advisory business with Orion Wealth Partners at finexis advisory.