Newly rebranded GROW with Singlife focuses on dialling up the ‘human touch’ for advisers and investors
Akhil Doegar’s avuncular nature belies a leader who is whip-smart and precise, qualities that he applies to both his profession and passion for photography. He notes that his singular, lifelong focus on this art form allows him to slow down, take stock and “see subtle features and appreciate small details”, a discipline that he also finds useful when it comes to his role as the CEO of GROW with Singlife, an integrated wealth management platform under the Singlife Group.
GROW — previously known as Navigator Investment Services, or simply Navigator — is positioned as a technology-led and client-centric wealth platform that equips financial advisers to better cater to their customers’ needs.
Navigator began as an investment platform over 20 years ago in Singapore. Under a new management team and emphasis placed on technology and products, the business has evolved to encompass new strategic initiatives. Its adviser enablement ecosystem, ELEVATE, provides users with financial tools, insights, bespoke programmes and experiential events.
With his team, Akhil used the strategic “big picture, small details” approach to rebrand GROW to provide advisers with a seamless and intuitive investment experience as they work towards their financial goals.
“Photography teaches us the importance of paying attention to details and the value of perseverance. To take a great photograph, you need to learn to see new perspectives, and have the patience and time to get the perfect shot,” Akhil says. “In business, paying attention to details and persevering can lead to imaginative breakthroughs.”
Akhil and his team recognise the rebranding as more than a marketing campaign or a point-and-shoot exercise. “It signals our strategic intent to increase focus and investment in becoming the go-to platform for advisers supporting the growing mass affluent market,” he adds.
The company’s rebrand — now visible across GROW’s website, collaterals and social media channels — is driven by the core idea “All Things Considered”, to emphasise the value of the human touch, especially the perspective, attention and guidance advisers bring to their clients.
GROW believes in the crucial role of holistic financial advisory and the expertise advisers provide. In an industry often perceived as transactional, GROW prioritises care, collaboration and consideration as the best approach towards supporting advisers in their careers while empowering clients to make informed financial decisions. Akhil has been in Singapore since his undergraduate days, so he innately understands the local mindset. He “saw an opportunity to grow with the industry, especially with our trusted advisers and partners who share our belief that everything we do affects real people and lives.”
A recent study commissioned by Singlife, called The Financial Freedom Index, reveals that 70% of respondents do not feel confident that they can retire at any time, and only four in 10 are actively planning for retirement. The clear gap between retirement planning and the uncertainty consumers face in achieving financial freedom testify to the demand for advisory services tailored to each individual based on specific needs and objectives.
From every angle
To fulfil the brand idea, GROW will concentrate on three strategic areas.
The brand will strengthen its core capabilities by delivering an efficient and reliable new platform while enhancing its product shelf with innovative and progressive solutions. Offering comprehensive support to optimise user success on- and off-platform is also a priority.
Secondly, GROW aims to accelerate growth by forging strategic regional collaborations with leading asset managers and digital asset platforms to boost market share.
Finally, the company intends to unlock value for both advisers and investors. It will do this by deepening rapport with advisers through frequent and meaningful engagement, providing them with impactful, actionable insights for business success, and facilitating a culture of development with curated courses and thought leadership initiatives, thus empowering investors with holistic financial advice.
A new journey begins
For over two decades, Navigator has been a trusted financial compass, guiding countless Singaporeans on their investment journeys, but Akhil acknowledges that things can be done better. “The market has many inefficiencies across the wealth value chain. I believe we can unlock significant value while leveraging new age technology.”
The wealth management landscape is quickly evolving with the rise of ‘WealthTech’, challenging industry firms in the region to embrace technology-driven solutions to cater to customers’ evolving demands and remain competitive. “Modern use of technology can help businesses improve in areas such as customer service, portfolio management, risk management, and even arbitrage,” says Akhil.
Despite the rapid growth of WealthTech in Asia, it is clear in Akhil’s mind that consumers prefer personalised financial advice, and the role of financial advisers remains crucial. “Technology can provide information on demand and precise calculations,” he asserts, “but the financial adviser can appreciate the unique situations, needs, and goals of each individual and offer a genuine human touch.”
With GROW’s vital role in Singlife’s ecosystem,
Akhil believes the company is positioned to inspire holistic wealth management by helping advisers build long-term relationships with their clients.
As with most hobbies, Akhil notes that passion is not enough if one wants to improve. There has to be a constant effort and willingness to change to improve in anything. He becomes animated as he shares an analogy drawn from another of his passions — golf. “Golf is a sport where you play against yourself. The ball isn’t moving, no opponent is blocking you, and there’s no one charging at you. Your destiny, success and failure are in your hands — it’s very intriguing.”
As part of the rebranding effort, GROW also plans to introduce a new multiasset trading platform in the coming quarters, which will boast an intuitive design and enhanced reliability, providing financial advisers with an optimised and seamless experience.
GROW is also committed to enhancing its adviser enablement ecosystem, ELEVATE, thus streamlining the distribution of exclusive insights, experiential events and bespoke programmes tailored for advisers. This will empower advisers with valuable knowledge and resources to better serve their clients.
Collaborations are crucial
Golf might be a solo pursuit, but teamwork (in the form of a caddie) is necessary to help read the green and plot a course — for no man is an island, a mantra that Akhil embraces. GROW has formed significant strategic collaborations even before its recent launch. In July, in partnership with Fullerton Fund Management, the company successfully launched the Fullerton SGD Cash Fund Class C with an exclusive share class that pays dividends every two months to GROW customers. In August, GROW announced another landmark collaboration, this time with BlackRock, to introduce a range of customised model portfolios designed to cater to diverse investor needs.
The momentum of these partnerships has allowed GROW to expand its progressive product offerings to provide innovative and exclusive investment solutions suitable for a wide range of advisers and investors.
Even as GROW gears up for the full launch of its new platform over the next few months, customer success remains a priority. To ensure exceptional user experiences, the company will offer comprehensive, customised and continued training for advisers. Up-todate training resources and dedicated customer success managers (CSMs) will be available to equip advisers with the knowledge and support they need to thrive.
Akhil says “there is no secret sauce” in creating better value for customers. “Take golf, for instance. The sport teaches us strategy, the importance of staying focused and the value of disconnecting from the fastpaced life. You have to plan your shots and stay focused to achieve your goal. In life and business, having a strategy, keeping your targets in sight and taking the time to appreciate the present moment can help you achieve your goals,” he explains.
“At the heart of the financial advisory profession is the ability to understand where someone is coming from and where they aspire to be,” reasons Akhil. As a people person, he is enthusiastic when he talks about financial advisers. “The role of advisers extends beyond the realm of knowledge and the options that come with it; it comes with the responsibility of empowering clients to make well-informed choices that shape their financial journeys.”
Ever pragmatic, Akhil notes that ultimately, our passion must follow a purpose, which needs to be defined. The future, he reminds us, is exciting, but it won’t be a walk in the park. “I expect challenges ahead. Still, we advance with confidence, evolving and adapting to our surroundings. We’ll begin each day determined to become a better version of ourselves and make a real difference in the industry. This is who we are; this is how we GROW,” he says.