Introducing Bingyang
Seng Bingyang is the founder of Life First Advisory and a wealth manager with a deep passion for helping people achieve the things that matter to them. Beyond numbers, it’s about understanding people, their aspirations, and the role money plays in helping them live their best lives. His approach to wealth management is built on robust processes, timeless principles, and a commitment to helping people live with financial confidence. Outside of finance, he is a lifelong student of business and life philosophy, an avid football and heavy metal fan, and someone who enjoys deep conversations about how the world works.
In his own words...
Growing up, I always wanted to be a policeman, inspired by the idea of serving and protecting others. But if I could rewrite my destiny in pure fantasy, I’d be a footballer playing for Manchester United, bundling home a last-minute winner at Old Trafford, sliding toward the corner flag in celebration. And of course, representing Singapore, scoring in the old Malaysia Cup Final like Fandi Ahmad, cementing my name in local football history.
1. What are your top 3 values?
Lifelong Learning
I am very curious about how the world works - business, markets, human behaviour, history, philosophy. I’m always learning, absorbing, and connecting the dots. Instead of simply accumulating knowledge, I’d like it to instruct my thinking to make better decisions, and to help others do the same.
Excellence & Discipline
I believe in striving for improvement (自强不息) and never resting on our laurels. If something can be better, why not make it better? I also admire people who are relentless in their craft: Mr Lee’s transformative vision and leadership, Stephen Schwarzman’s innovative approach to business, Ray Dalio’s principles on life & work, Alex Ferguson’s winning mentality, and Cristiano Ronaldo’s incredible self-discipline. I can only strive for their dedication to growth and self-improvement.
Empathy & Giving Back
My mother and secondary school shaped many of my values. She always put others first, and that’s something I carry with me. Whether it’s understanding what really matters to a client, mentoring younger professionals, or helping people to lead their best lives possible, I believe in adding value in ways big or small. 饮水思源 (when you drink water, remember its source) reminds me to be grateful, to stay grounded and to give back.
2. What keeps you up at night?
The thought that people may never experience real financial freedom. The industry is still too transactional and full of half-truths. People are sold false dreams instead of being properly advised. That frustrates me. That’s why I’m kind of obsessed with building something better - a wealth management practice based on robust processes and evidence-based investing, not on hearsay or bro-science. A practice that makes financial wellness accessible, transparent, and built to last.
3. What gets you out of bed in the morning?
There’s always something new to think about, solve, or improve. Some days, it's refining an investment strategy or thinking about how to deliver a better investment experience. Other days, it’s having deep conversations with like-minded people about business, life and economics. Of course, the football debates, geeking out over watches and blasting heavy metal.
I don’t think I’d be happy doing the same thing over and over. Life should have some element of discovery, like learning something new, seeing a fresh perspective, or making progress in areas that matter.
And if I can touch something and make it better, that's a day well spent.
4. What fills your cup?
Seeing the results of doing things right. When a client says they feel more confident about their lives because of something we did together or from a piece of advice, that’s fulfilling.
Deep conversations. Not small talk, but real discussions about how the world works and personal growth.
Experiencing great craft. A beautifully written book, a well-executed business strategy, a world-class sports performance or a live heavy metal concert.
Giving and helping others grow. Finding ways to give back and pay it forward. Sharing knowledge or encouraging someone to improve.
5. What’s your vision for your career/business?
My vision is to create a wealth management practice that serves people the way it should. One that is accessible, driven by robust processes, timeless principles, and a long-term orientation.
Not just a profitable business but a practice that makes financial wellness accessible, transparent, and built to last, where people use it to live well, give meaningfully and create sustainable impact.
At the core, I believe in win-win relationships, that the best outcomes happen when everyone benefits.
6. Please leave us your well wishes for SG60.
Singapore is a country built on boldness, resilience, and a willingness to challenge the status quo. I hope we continue to push boundaries in business and innovation, and we continue to take care of our people.
May we never rest on our laurels and strive to be better and shape a future together where everyone thrives.
And of course, I hope we qualify for the World Cup one day.
Let’s connect on LinkedIn or Email (Bingyang.seng@gmail.com) — always happy to chat about wealth, business, life, or even football.
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