finexis bags SBR National Business Awards 2025 win for digital transformation journey

It has introduced several cutting-edge digital tools to enhance client engagement and increase financial advisor efficiency.

Financial advisory firm finexis advisory nabbed the Wealth Management category win in the prestigious SBR National Business Awards 2025 for its remarkable digital transformation journey that has empowered its financial advisors and clients to focus on personalised and meaningful interactions.

Within this initiative, finexis has introduced a suite of cutting-edge digital tools to enhance client engagement, streamline processes, and increase advisor efficiency. Amongst this is the eKYC platform, which integrates directly with insurers’ platform and Singapore’s government databases.

With the client’s consent, advisors can instantly retrieve personal information from Singapore government databases and have it automatically populated into application forms. This process is fully integrated with insurer platforms, enabling straight-through submission whilst removing the need for manual data entry or physical documentation.

To date, finexis is the only financial advisory firm with such a connection, excluding those owned by insurers. Within just 1.5 years, the firm has achieved a 100% adoption rate for digital KYC.

The company has also launched a client mobile app finConnect, which provides clients with real-time access to their policy wallet and complete financial portfolio. The policy wallet feature organises all insurance details and any potential coverage gaps on a single dashboard.

Clients can also update their personal financial information before annual reviews. This streamlined process reduces back-and-forth communication and helps advisors prepare effectively for meetings, leading to higher client satisfaction and engagement.

At the heart of finexis’ digital transformation is Merlin, a comprehensive platform designed to be the only application advisors need for daily workflow. It encompasses over 15 integrated modules, including task and appointment management, service matrix automation for client touchpoints, email marketing tools, a sales funnel tracker, a full-fledged customer relationship management (CRM) feature, and an investment calculator.

One of the key features of Merlin is the “dream manager” module, which allows advisors to simulate whether clients can achieve their short- or long-term goals based on current financial standings. By modelling various scenarios, advisors can tailor solutions that are suitable to each client’s financial situation.

At the same time, the platform also features the AskMerlin WhatsApp chatbot, which integrates with ChatGPT and provides advisors with support for client objections and product inquiries without the need to navigate multiple websites.

These initiatives have boosted advisors’ productivity by at least 30% over the last three years, driven by reduced administrative workloads, faster policy processing, and enhanced client engagement via the mobile app. By allowing advisors to spend more time on higher-value activities, finexis not only improves individual advisor performance but also elevates the overall client experience.  

“finexis’ integrated digital solutions affirm our firm’s dedication to excellence and innovation, solidifying our role as a forward-looking leader in Singapore’s financial advisory landscape,” the company said.

Now in its ninth year, the SBR National Business Awards honours the remarkable achievements of homegrown companies in Singapore, highlighting transformative business initiatives, innovative strategies, and impactful projects that have made waves in the competitive business landscape of the Lion City.

The SBR National Business Awards is presented by Singapore Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional contributions to the local business landscape in Singapore, please contact Jane Patiag at [email protected].