SP‑WILLING DISTRICT · SINGAPORE
Building a legacy through ethics, honesty and people development.
SP‑Willing District is a community of financial services professionals in Singapore, built since 1993 on a simple belief: success achieved alone is temporary; success developed through people creates a lasting legacy.
Ethics in Conduct. Excellence in Service. Leadership through Development.
ABOUT SP‑WILLING
Who we are
SP‑Willing District is a district of financial services professionals and an authorised representative of AIA Singapore. What began as a single agency has grown into a district of agencies and leaders, united by shared values and a commitment to developing people.
To be a premier district recognised for developing ethical, competent and respected financial services professionals who positively impact the lives of clients, families and communities.
To provide structured training, coaching, mentorship and leadership development that empowers every Financial Services Consultant to:
- Deliver professional and client-centric financial advice.
- Build sustainable and rewarding careers.
- Maintain the highest standards of ethics and professionalism.
- Continuously develop their knowledge, skills and character.
- Contribute meaningfully to the growth and success of others.
Our core values
Ethics
We conduct ourselves with integrity, professionalism and accountability in every interaction.
Honesty
We provide objective recommendations based on the best interests of our clients.
Competence
We are committed to maintaining high standards of technical knowledge, advisory capability and professional excellence.
Continuous Learning
We embrace lifelong learning and continuous improvement.
Service
We place our clients at the centre of everything we do.
Leadership
We believe leadership is a responsibility rather than a position.
Every member of SP‑Willing District is expected to uphold these values and contribute towards a culture that promotes professionalism, trust, collaboration and continuous growth.
The SP‑Willing District logo
The SP‑Willing District logo adopts the colours which represent blue for stability and wisdom, red for courage and innovation, and white for ethics and honesty.
The expanding arrows from the district logo reflect the agencies’ outreach: to value‑add to clients, and to provide service of the highest quality.
Over the years, SP‑Willing has developed multiple agencies and leaders, reflecting its commitment to leadership succession and people development.
- SP-Willing
- SP-Shuang-Willing
- SP-Link-Willing
- SP-Kelly-Willing
- SP-FJPAsia-Willing
OUR JOURNEY
From a modest office on Keong Saik Road
In 1993, Sim Willing entered the profession as a Financial Services Consultant. He did not hold the academic qualifications the industry expected at the time; he passed the Mathematics and English assessment, and was given a chance. What began as a single opportunity would grow into a district built on perseverance, continuous learning and the development of future generations of financial services professionals.
- 1993
The beginning
Sim Willing joins the then Elsie Leong District as a Financial Services Consultant, recruited by Benjamin Tan. The first office is on Keong Saik Road.
- 2006
First MDRT, and promotion to Financial Services Associate Director
Sim qualifies for the Million Dollar Round Table for the first time and is promoted to FSAD, based at AIA Tanjong Pagar.
- 2009
The Weekly Agency Report
SP-Willing starts the WAR, a weekly report for leaders to consolidate and review status. It is still identified as one of the district’s key success factors.
- 2012
Move to AIA Alexandra
SP-Willing’s operations move from Keong Saik Road to AIA Alexandra.
- 2017
A new generation of leaders
Wang Shuang is promoted to Agency Leader, the first of several SP-Willing consultants to lead agencies of their own. Wendy follows in 2019, Kelly in 2022 and Francis in 2023.
- 2018
SP-Willing Agency becomes SP-Willing District
SP-Willing achieves the Hall of Honour award, is promoted to a district, and is awarded tier-3 office status at AIA Alexandra, Level 6.
- 2023
The District Strategic Meeting and the first District Kick-off
The district introduces its strategic meeting and holds its first kick-off meeting in Bangkok, where the district jersey is introduced.
- 2024
One district, one identity
SP-Willing introduces the combined district logo, invests in branding, leadership development and team building, and marks Sim’s 30 years of service.
- 2025
Recognised as a Trusted Financial Practitioner
APFinSA Diamond Award for Sim Willing and Gold Award for Wang Shuang; International Dragon Award, Manager Bronze, for Sim Willing.
- 2026
SP-Shuang District
SP-Willing District produces SP-Shuang District: the district’s philosophy of developing leaders, completed in full.
FOREWORD FROM THE DIRECTOR
Success is not defined solely by what we achieve. It is defined by the lives we impact, the trust we earn, the people we develop, and the legacy we leave behind.
Throughout the years, SP‑Willing has been guided by two simple principles: ethics, doing what is right even when no one is watching; and honesty, always placing the interests of the client above personal gain. Rather than pursuing short‑term success, we have focused on building long‑term trust and sustainable growth.
As we look towards the future, our commitment remains unchanged. We aspire to build a district where:
- Every consultant is a trusted professional.
- Every client receives quality financial advice.
- Every leader develops future leaders.
- Every success is achieved through ethical and sustainable practices.
May every member of SP‑Willing District continue to build upon the foundations established by those who came before, and contribute towards a future of professionalism, service and leadership.
OUR PEOPLE & DEVELOPMENT PHILOSOPHY
Success developed through people creates a lasting legacy.
One of the defining characteristics of SP‑Willing District has always been its commitment to developing people. Consultants are trained not only to become competent financial advisers, but mentors, coaches and leaders. The district continues to invest in coaching, mentorship, systems and training so that every consultant receives the support necessary for long‑term success.
- Integrity
- Professionalism
- People Development
- Sustainable Success
- 01
Professional development
Structured training, coaching and mentorship for every Financial Services Consultant, from the first year onward.
- 02
Leadership development
Consultants are trained not only to become competent advisers, but mentors, coaches and leaders. Leaders develop future leaders.
- 03
Client-centric advisory
Objective recommendations based on the best interests of the client, always placed above personal gain.
- 04
Ethical business practice
Doing what is right even when no one is watching: the principle on which every client relationship and leadership decision is built.
In their own words
“Ethical, professional and advocating continuous learning makes SP‑Willing stand out. Our value system drives us to perform better year after year.”
“Inspired by the mission and vision. Success‑driven, in a supportive environment with endless growth opportunities.”
“Motivated by financial goals and recognition, I learned to focus on what is available and develop it further.”
“Flexible, meaningful work that builds discipline and confidence. First focus on learning, take action, and let the results show.”
CONTACT US
Contact SP‑Willing
- OFFICE
- 371 Alexandra Road #06-31, Singapore 159963
- TELEPHONE
- +65 9743 6314
- cocosim@aia.com.sg
- +65 9743 6314
SOCIAL MEDIA
Follow our journey
Our current activities and news are shared on SP‑Willing’s official channels.