GEN is a privately owned financial advisory firm started in 2020. Our history is short but our story is long.

It began in 2002 when a successful insurance advisor decided that he wanted to uphold the financial planning industry against the negative perception that the public have of insurance and financial planning.

“An industry that provides such an essential product to protect people should be respected for it’s professionalism and service.”

Shaun Lin, CEO of GEN Financial Advisory

The idea is simple – form a team of like-minded people who believes in the importance of financial planning and is willing to put client’s financial well-being as the first priority always.

GEN grew to be a top insurance agency within the company and the industry and that sets the stage for the next logical step – joining a financial advisory firm.

Insurance is a fundamental part of financial planning but comprehensive financial planning requires more than insurance solutions.

A platform with a financial advisory firm opens the door to more planning options for clients and it was a move that makes so much sense that GEN eventually decided to start our own firm – GEN Financial Advisory in 2020.

GEN Financial Advisory started with a team of 17 financial planners and 6 full-time staff. Our team is small but our dream is big. We want to change the way people start their financial planning.

We felt that the way most people start their financial planning journey is very much product based – what should I buy and who should I buy it from?

Yet, our best clients choose us not because of the products we offer but because they “felt right” engaging with us.

GEN is here to let people start their financial planning through engagement – in the way they feel most comfortable with.

> Feeling unsure about what you don’t know?
Start by being educated through GEN’s original practitioner written articles and webinars and workshops by GEN planners.

> Feeling that you need advice but you do not want to feel obligated to “buy anything” when speaking to a financial planner?
Start by using our “Advice-On-Demand” financial planning service to get your recommendations without feeling obliged.

> Already know what you want but don’t feel like doing it by yourself?
Start through GEN and we can provide a trusted professional second opinion on your decision and support you in the implementation and application process.

People should start their financial planning process with choices on how they want to engage and be engaged and it is up to the financial services providers to meet the expectations.

Perhaps, one day in the future, this engagement approach to financial planning we have started will be the light that points the way forward on how people should start their financial planning.

BUILDING TRANSFERABLE WEALTH

Our mission is simple – Impacting GENerations.

We hope to do it through helping clients Build Transferable Wealth through financial planning. If every of our clients is financial positive, there will be more assets to leave behind, less debts and a better world.

Yes, we think that by changing the way people start their financial planning and following through with doing a good job, we can change the world for the better.

Did we tell you that we love our jobs?

Using not more than 3 words, complete the following sentence:

”Financial planning is about…”

It’s a test to see if you understand the essence of what financial planning is.

It is not about fact-finding discussions, it is not about insurance, savings or investments and it’s certainly not about commissions, fees and charges.

These are the common topics that people have in mind when they think about financial planning but that is not where the true north is.

For us, we complete the sentence in three words.

Interested to know more? Read about it in our philosophy.