Dickson Insurance Broker Pte Ltd is the insurance arm of the Dickson Group, a Singapore automotive group with more than 30 years of history, operating from the group's fully owned, four-storey Dickson Auto Centre at 29 Ubi Road 4.
The broker is one of the top motor insurance agents for NTUC Income and AXA, holds the No. 1 corporate agency position for NTUC Income, and was named “Top Million Dollar Motor Producer” for three consecutive years from 2018 to 2020. Alongside motor cover, its services span health, lifestyle and business insurance, with home, domestic helper, personal accident and travel policies also available through the group's insurance desk.
Visits take place in comfortable surroundings: a concierge team guides arriving customers, the Salotto Centre lounge offers air-conditioning, complimentary drinks and Wi-Fi, and the fourth-floor corporate office provides additional reception space reachable by lift. The group, accredited by CaseTrust and the Singapore Vehicle Traders Association, describes its promise simply — listen with care, advise with honesty, serve with a heart — and insists it doesn't just sell product, it sells trust.
On the eastern side of Singapore, in the car-trade belt around Ubi and Geylang, Dickson Auto Centre is hard to miss: a fully owned, four-storey building housing a dedicated pre-owned car showroom, offices and an aftersales workshop. Inside it operates Dickson Insurance Broker Pte Ltd, the insurance arm of the Dickson Group — an automotive group with more than 30 years of history that reaches back to 1988.
The group's founding story still shapes how customers are treated. In 1986, founder Kim Wah Boon walked into a used car dealership and watched sales staff ignore browsing customers and bully a hesitant buyer with a blunt “take it or leave it”. Convinced the trade could do better, he registered Dickson Auto Agency in 1988, starting out with $5,000 borrowed from a friend and $10,000 from his mother. His bet: deal fairly and transparently, and trust and referrals would follow. Today the Dickson Group spans certified pre-owned car sales, car leasing schemes, auto financing, insurance and aftersales, and is accredited by CaseTrust and the Singapore Vehicle Traders Association. Its tagline puts it plainly: “We don't just sell product, we sell trust!”
Dickson Insurance Broker has become one of the top motor insurance agents for both NTUC Income and AXA. It holds the No. 1 corporate agency position for NTUC Income and was named “Top Million Dollar Motor Producer” three years in a row, from 2018 to 2020 — a measure of the volume of motor cover it arranges and the confidence policyholders place in the desk.
For drivers, that track record translates into practical convenience. Collecting a certified pre-owned car from the showroom, signing up for a lease under one of the group's car ownership schemes, or simply insuring a vehicle already on the road — motor cover can be arranged with an agency that works daily with two of the market's established insurers.
Motor insurance is the flagship, but not the whole story. The broker's services span health, lifestyle and business insurance, and the group's insurance desk also arranges home insurance, domestic helper cover, personal accident policies and travel insurance. Households can protect the home, the helper and the family trip in one conversation; business owners can discuss commercial cover with advisers the group describes as listening with care and advising with honesty.
The centre is built to soften the usual errands. A concierge team welcomes every visitor — whether they have come to buy or lease a car, sort out insurance, or ask about servicing — and points them to the right desk. Those with time to wait can settle into the Salotto Centre, a lounge opened in March 2022 whose name is Italian for reception room, fitted with air-conditioning, complimentary drinks and Wi-Fi. Complimentary Wi-Fi extends to the fourth-floor corporate office, reachable by lift, and to the service centre's air-conditioned waiting area, where large viewing windows let customers watch the workshop at work. PHV drivers have a dedicated second-floor resting area with drinks, Wi-Fi, a pantry and vending machines.
That mix of insurance desk, showroom and hospitality reflects how the group sees its role: a long-term automotive partner rather than a one-off transaction. The founder's own path — five years away from business between 2000 and 2005 to volunteer in his community, an MBA earned while running the company, and a S$300,000 pledge to the President's Challenge Night in November 2025 — hints at the values behind the counter.
For drivers and households around Geylang and Ubi, Dickson Insurance Broker offers an uncommon combination: award-winning motor insurance expertise, a full spread of personal and business cover, and the resources of a 30-year-old automotive group — all under one roof at 29 Ubi Road 4, Dickson Auto Centre.