Yirong Wee has been appointed as the new Chief Executive Officer of PROPEL with Singlife, stepping into the leadership role as the shared services hub for financial advisory firms enters its next chapter of growth and impact in Singapore’s insurance and financial services sector.
PROPEL with Singlife — launched in January 2025 — was created to provide a comprehensive shared services centre designed to support financial advisory firms. It offers scalable operational solutions, technology platforms, and business infrastructure that help advisers focus on client engagement and strategic growth. Since its inception, PROPEL has onboarded more than 1,300 financial adviser representatives and has been recognised for its innovation in the market.
With over 18 years of experience in financial services, operations, and distribution strategy, Yirong Wee brings deep industry expertise to her new role. Prior to becoming CEO, she served as Chief Operating Officer of Group Distribution at Singlife, where she led efforts to reshape distribution structures, enhance adviser engagement, and execute high-impact strategic initiatives. Her strong operational background and understanding of adviser ecosystems position her well to lead PROPEL as it scales its offerings and supports the growth ambitions of advisory businesses in Singapore and beyond.
In her appointment statement, Wee highlighted PROPEL’s mission to empower financial advisers with confidence and capability. She emphasised her vision for the organisation to advance its position as a go-to hub for financial advisory firms, championing open architecture, seamless solutions, and an enabling environment that removes barriers for advisers seeking to build and grow their own firms. Her leadership direction is expected to focus on strengthening adviser enablement, enhancing service delivery, and reinforcing PROPEL’s value proposition in the industry.
Wee succeeds Steven Ong, who served as CEO since the organisation’s launch. Ong will be transitioning to lead a new business initiative within the wider Singlife group from 2026. Under Ong’s leadership, PROPEL grew rapidly and achieved several key milestones that have established a solid foundation for its next phase.
PROPEL operates under the umbrella of Singlife, Singapore’s homegrown insurance company, and leverages the parent group’s resources and strategic direction to support financial advisory channel growth. Singlife’s broader vision for financial services embraces innovation, adviser empowerment, and flexible solutions that respond to evolving customer needs in a competitive market.
As CEO, Wee faces the task of building on PROPEL’s early achievements and realising its ambition to become a central platform for adviser success. Her priority areas will likely include enhancing operational efficiency, expanding value-added services, and continuing to develop scalable solutions that address the administrative and strategic needs of advisory firms. By aligning PROPEL’s activities with the broader trends shaping financial services — including digital transformation, adviser enablement, and client-centric innovation — Wee aims to create a thriving ecosystem for advisers to grow their businesses sustainably.
Yirong Wee’s appointment reflects Singlife’s confidence in her abilities to steer PROPEL through its next stage of evolution. Her experience, strategic mindset, and deep understanding of the financial services landscape provide a platform for driving continued growth and reinforcing PROPEL’s role as a trusted partner for financial advisers in Singapore’s dynamic market.
