Alvin Tan Chin Cherng 陳袀宸

1985-1990 SJK (C) Jalan Davidson, Kuala Lumpur; 1991-1993 SJMK Confucian, Kuala Lumpur; 1991-1993 SM Sains Sultan Haji Ahmad Shah, Kuantan; 1996-1999 BBA (Hons.) in Finance, University Tenaga Nasional (UNITEN), First Class Honours; Certified Financial Planner & Islamic Certified Financial Planner

Alvin began his career in June 2001 as a Research Analyst at Creditassess.com, where he developed a financial database of Malaysian companies, conducted analyses and published monthly discussion papers. After six months, he transitioned to AG Capital Sdn Bhd, a unit trust sales agency of TA Unit Trust Management Berhad (TAUTM), where he quickly distinguished himself. In 2002, he received the Top Newcomer award from TAUTM for outstanding performance, followed by the Most Promising Consultant award for achieving RM1.4 million in total sales, which earned him spots at conventions in Seoul and the Gold Coast. He was promoted to Unit Manager in May 2003 and then to Senior Agency Manager in January 2004. At 25, Alvin co-founded a joint-venture mortgage advisory company with Standard Financial Planner (SFP) as Managing Partner. In 2005, he sold the firm to SFP through a share-swap arrangement and became a shareholder and Business Development Manager. That year, SFP sold a 55% stake to Professional Investment Services (PIS), Australia’s largest independent financial advisory group. Alvin progressed within SFP, becoming State Manager for the Central Region in 2008 and Head of Distribution in 2010. In 2013, he led a management buyout of PIS’s stake, transforming SFP into a 100% Malaysian-owned entity rebranded as Standard Financial Adviser (StdFA). As Chief Marketing Officer, he oversaw Sales, Marketing, Branding and Communications, expanding the adviser network. Under his leadership, StdFA was recognised as Malaysia’s Best Financial Advisory Brand from 2014 to 2018 by Global Banking & Finance Review. In 2018, Alvin became Chief Executive Officer of StdFA, driving significant growth. He initiated a corporate acquisition by UOB KayHian Securities in 2019, completing the transition in May 2020. Under the new brand, UOB KayHian Wealth Advisors, he took on the roles of Chief Executive Officer and Executive Director, leading the development of a proprietary investment platform and building a network of 380 wealth advisors nationwide. Looking ahead, Alvin is committed to driving growth and innovation in the financial services sector. He is eager to explore new ventures and opportunities, leveraging his extensive experience to create a lasting impact and expand his influence in the industry

Alvin actively contributes to industry development as a participant in workgroups organised by the Securities Commission Malaysia and Bank Negara Malaysia, sharing insights to shape financial regulatory practices. A respected voice in the financial industry, he is frequently interviewed by BFM radio and featured in publications like Personal Money, Money Compass and Smart Investor. In addition, he is a sought-after speaker for organisations such as the Association of Financial Advisers Malaysia (AFA), the Financial Planning Association of Malaysia (FPAM) and the Malaysian Financial Planning Council (MFPC). Through these engagements, Alvin plays a key role in advancing financial literacy and industry standards

Alvin is deeply committed to corporate social responsibility, actively engaging in initiatives that make a positive impact. Every Christmas, he organises visits to orphanages, bringing gifts and support to spread holiday cheer among the children. He also leads financial literacy workshops for young people, using interactive tools like board games to make learning about money management both fun and accessible. Through these efforts, Alvin aims to empower the next generation with essential financial skills while fostering a spirit of giving back to the community

Current President of the Financial Planning Association of Malaysia (FPAM) for the term 2023 to 2025, Past Deputy President of FPAM for the term 2021 to 2023, Past President of the Association of Financial Advisers Malaysia (AFA) for the term 2019 to 2021, Past Board Governance Member of FPAM for the term 2019 to 2021

English, Malay, Mandarin, Hokkien, Cantonese

Alvin has a diverse range of interests that enhance his personal life. He enjoys listening to music and singing karaoke. He is also an avid reader who explores various genres to broaden his knowledge. He finds swimming refreshing and invigorating, and he loves travelling to discover new cultures and experiences

Alvin’s career is marked by two pivotal milestones that showcase his vision and leadership. The first came when he was invited to be part of a management buyout team tasked with acquiring shares from the company’s Australian stakeholders. This acquisition not only enabled him to transition from an employee to co-owner but also returned the business to full Malaysian ownership, positioning the company for more agile, locally driven growth. The second milestone occurred in 2020 when Alvin led the sale of the company to UOB Kay Hian. This strategic move provided a substantial infusion of capital, opening new avenues for expansion and enabling the company to scale its operations, broaden its product offerings and strengthen its position in the financial services industry. These achievements underscore Alvin’s commitment to sustainable growth and his ability to navigate complex transactions that benefit both the business and its stakeholders

For Alvin, success is guided by a philosophy that emphasises 95% implementation and only 5% luck. He consistently advises others to “never assume” and stresses the importance of gathering comprehensive information before making decisions. Additionally, he champions the principle of “work hard and work smart,” believing that true achievement results from a combination of relentless effort and strategic thinking. This mindset has been a cornerstone of his career, motivating him to pursue excellence and make informed decisions at every turn. Amid all his achievements, Alvin feels deep gratitude to his late father, who played a pivotal role in shaping his values and aspirations. A dedicated father, he spent quality time with his children, focussing on their education and character development. Alvin attributes much of his success to the foundation his father provided, instilling in him the importance of hard work, integrity and the pursuit of knowledge.

www.uwealth.com.my

Information available only in printed publication available in libraries.

Information available only in printed publication available in libraries.

Information available only in printed publication available in libraries.

Information available only in printed publication available in libraries.