Managing Director / Financial Coach

He is articulate, self-motivated, a warm and compassionate individual who understands human character. Even though he is a qualified architect, he made his mark in the insurance industry which he joined in 1986. Ever since, he has garnered a string of impressive qualifications and recognized by his peers for his contributions. 

He is a moderator and a trainer for the Malaysian Insurance Institute since 1992 and has also moderated programmes in Indonesia and Sri Lanka. He consistently qualified for the Company Million Dollar Producer Club and International Quality Award from 1992-1996. He is a founding member and past President of the Malaysian Association of Chartered Financial Planners. He is also a past Vice-President of the Malaysian Financial Planning Council (MFPC). Together with 2 other partners, he set up Standard Financial Planner Sdn Bhd (SFP), a leading financial planning company in Malaysia.

He puts his credible expertise in financial services especially into 2 areas, namely succession planning and estate planning. Succession Planning is planning for the eventual exit of partners/shareholders as a result of retirement (old age), illness or death. He has been providing succession planning advice and services over the years to various professional practitioners including lawyers, doctors, architects, engineers, IT companies as well as small manufacturing enterprises (SMEs). Having provided advice and solutions for insurance needs he also includes estate planning i.e wills and trusts, as part of the comprehensive planning process. YCLim is a licensed financial planner (CMSRL) with Standard Financial Adviser Sdn Bhd.

A man of integrity, YC Lim (as he is better known), selflessly leads by example and walks the talk in his pursuit of what is right and good for his clients. He has shared his experience and expertise by designing corporate benefit schemes for leading companies like Ajinomoto, Carrier, PricewaterhouseCoopers, MAICSA and others. An notable speaker, he speaks regularly at various platforms like colleges, institutes, organizations and corporations.

He helms Wings Alliance Sdn Bhd a progressive company set up as a consultancy for various financial services and products. A leader who upholds the importance of team spirit, discipline and dedication, he epitomizes the company’s success and achievement.

B. Arts and B. Architecture, National University of Singapore
Chartered Financial Consultant, ChFC
Chartered Life Underwriter, CLU
Life Underwriter Training Council Fellow, MII-LUTCF
Registered Financial Planner, RFP
Registered Financial Consultant, RFC
Associate Life and Health Claims, ALHC
Associate Customer Services, ACS (LOMA)
Agency Management Training Council, AMTC
Associate Australian Insurance Institute, AAII


Financial Coach

With more than 18 years in the financial services industry, she has completed the following courses:
Certified Master NLP practitioner by NLPU, University of California
Completed Hypnotherapy training course and certified by Nick Leforce, Ph.D.,MRA,CHT.
Completed Referral Revolution Program in Self Sustaining Success at PPP Academy.
Completed The Enneagram workshop in EMR Academy.

She is currently pursuing the Registered Financial Planner designation with the Malaysian Financial Planning Council. She is also conducting the Financial Coaching workshops with Mr YC Lim in collaboration with MFPC. Pei Wen has helped to conduct NLP programmes as an assistant coach with EMR.


Business Associate

Dip. Chartered Institute of Marketing
15 years in Banking industry

Christine has been in the financial services industry for more than 20 years providing insurance advice and services to her many clients.


Business Associate

B. Econs, Registered Financial Planner (RFP),
Member of Malaysian Financial Planning Council (MFPC)


Business Associate

More than 16 years in service industry


Business Associate

B. Finance & Accounting
6 years experience in Banking industry

Ms Lim Guat Lay


Wings Alliance Sdn Bhd



Ms Yip May Yan


TEP Enterprise