Eddy Cheong, CFP^®, CTS, CEPA

Eddy has more than 20 years of experience in wealth management and financial planning. He started his career as an external auditor with a local accounting firm and subsequently worked as a Finance Manager with Network Foods Internationals Ltd. He then spent 3 years in insurance sales with Prudential before joining Providend as one of the founding members in 2001.

He first held the role of Head of Financial Planning at Providend before transiting to become the Head of DIYInsurance, Providend’s fintech business unit, in 2016. DIYinsurance is Singapore’s first life insurance comparison web portal to deliver insurance services to the mass market and underwent a joint venture with NTUC Enterprise Co-operative Limited to form MoneyOwl in 2018.

Having spearheaded the formation of DIYinsurance, Eddy joined MoneyOwl as Chief Advisory Officer. He was instrumental in setting up and training the advisory team to deliver MoneyOwl’s bionic advisory service through its multiple robo-advisory platforms. Eddy was also responsible in leading the Solutions team to develop thought leadership content and co-develop MoneyOwl’s four robo-advisory platforms in insurance, investment, will-writing and the first-of-its-kind comprehensive financial planning. 

As Head of Solutions at Providend, Eddy works closely with the Investment and Advisory team, leading Providend’s product innovation and developing specialised consulting solutions and tools for advisers to deliver services that clients value. He was the architect of Providend’s revolutionary retirement planning programme RetireWell, which pushed the company to the forefront as retirement specialists. 

In 2004, Eddy co-led a project to help CPF Board pioneer an online retirement calculator on CPF website, which enabled the public to perform a self-check on their retirement readiness incorporating CPF rules. 

Eddy is also often quoted in the local press for his expert opinion on financial matters. He is also a regular speaker at financial literacy classes. He is a co-author of the “Singapore Master Financial Planning Guide”. 

Eddy received his Bachelor of Accountancy Degree from Nanyang Technological University in 1994. He is a Certified Financial Planner (CFP) and a member of the Financial Planning Association of Singapore.