Endy Ong Group, known as EOG, is a financial services consultancy based at 3 Tampines Grande in Singapore. Part of SP - ENDY and operating as an Authorised Representative of AIA Singapore Private Limited, the firm has built its identity around a simple motto: Service Comes First. Rather than leading with sales, the team devotes its time to helping people understand and navigate the claims processes of the policies they already own — because, as they put it, insurance companies are in the business of paying claims and are never afraid to do so.
The practice began almost 20 years ago, when founder Endy Ong started out as a business and product developer in the insurance industry. He quickly saw that consumers do not want to be sold, much less hard-sold, and buy only when they can see the benefits insurance brings to them and their families. From a makeshift table and a one-man show, EOG has grown into a practice with an administrative team, a business development and marketing team, and a group of Financial Services Consultants handling protection, wealth and claims servicing.
Today the team offers four specialised service areas: claims servicing, protection planning, retirement planning, and wealth and investments planning. Beyond their own expertise, they maintain a wide panel of professional medical practitioners — from medical specialists, medical centres, hospitals and day surgery centres to physiotherapists, Traditional Chinese Medicine clinics, chiropractors and lawyers — to support clients through difficult moments.
EOG has been featured by Yahoo Finance, AsiaOne, Morningstar, The Leaders Online and ITBizNews for the way it integrates innovative insurtech with empathetic personal coaching. Behind the recognition is a team with genuine skin in the game: several consultants joined after experiencing first-hand how much it matters to understand a policy when a claim needs to be made.
Endy Ong Group, or EOG, is a financial services consultancy with its office at 3 Tampines Grande in Singapore. Part of SP - ENDY and operating as an Authorised Representative of AIA Singapore Private Limited, the firm has built its reputation on an unusual starting point for the industry: the claim, not the sale. Its motto, Service Comes First, shapes everything from how the consultants work to how clients are cared for, and it explains why so much of the practice is devoted to helping people get value out of policies they already own.
The story began almost 20 years ago, when Endy Ong embarked on his career as a business and product developer in the insurance industry. He realised very quickly that consumers do not want to be sold — much less hard-sold — and that people buy only when they can see the benefits insurance does for them and their family. Armed with that insight, he took his fate into his own hands and grew his personal business from a makeshift table to a cosy room, and from a one-man show to a practice with an administrative team, a business development and marketing team, and a group of Financial Services Consultants handling protection, wealth and claims servicing.
EOG's founding idea was to help the man — or woman or child — on the street who is unclear how to file claims from their current set of policies. Not that those policies are no good, the team is quick to point out, but they do come with different terms and conditions that owners need to be aware of. That is why the firm devotes its time to helping clients navigate complex claims processes, making it easier by doing much of the work for them, just a click away.
The philosophy is simple: insurance companies are in the business of paying claims and are never afraid to do so, and the common misconception that insurance is all about selling is a misunderstanding. By wearing the consumer's shoes, the team begins each day providing a service before ever considering a needs-based sale.
EOG organises its expertise into four specialised services. Claims servicing is the flagship — excelling at it, the team says, is what matters most to everyone. Alongside it sit protection planning, retirement planning, and wealth and investments planning, covering the full arc of a client's financial life.
The support extends beyond paperwork. EOG maintains a wide panel of professional practitioners its clients can turn to, including medical specialists, medical centres, hospitals and day surgery centres, physiotherapists, Traditional Chinese Medicine clinics, chiropractors, lawyers and more.
Many of EOG's consultants came to this work for deeply personal reasons. Heidi Boon joined after her father could not make a claim on a policy he had bought — what he thought would save him ended up costing his entire retirement. Winnie Yeo's first critical illness claim, after more than a decade in the industry, was within her own family, and she now helps others protect their families the way she once navigated her own tough times.
The team spans consultants specialising in claims and protection — Winnie Yeo, Amanda Wee, Eva Ong, Chloe Chong and Heidi Boon — and claims and wealth — Goh Xue Xun, Derek Ting and Jovan Ngam. Goh also conducts free investment sharing sessions to teach financial literacy and build a supportive community.
EOG's blend of innovative insurtech and empathetic personal coaching has been featured by Yahoo Finance, AsiaOne, Morningstar, The Leaders Online and ITBizNews, among others — coverage the team treats as encouragement for its lifelong endeavour to create lasting client relationships.
A visit to EOG starts with listening. Whether you have questions about current policies, need help with a claim, or simply want someone to help you understand what would be beneficial for you, the team positions itself as just a click away. The tone is best captured by Endy's own words: Loyalty is a two-way street — if he asks for it from you, you are getting it from him. For anyone in Singapore's east looking for an advisory practice that leads with service, EOG at 3 Tampines Grande makes a compelling first stop.