Digital wealth platform Endowus picks Grab's PR lead to head comms

Singapore-based digital wealth platform Endowus has appointed Grace Chiang as its head of PR and communications reporting to CMO Jason Huan. She joins from Grab where she was PR lead spearheading communication strategy and reputation building for Grab’s financial services, mobility and deliveries business verticals in Singapore. Prior to her role at Grab, Chiang was the first communications and digital hire for SGInnovate - a venture capital firm with over 80 deep tech companies in its portfolio. She had also previously held various PR and marketing positions at Adidas, DOCOMO and IMDA.

Huan said the team is excited to welcome Chiang to the Endowus family as it grows from strength to strength in establishing itself as the leading robo advisor in Singapore, and in time to come, Hong Kong. " Her extensive experience in the tech sector and most recently with a homegrown decacorn will be instrumental for our next stage of growth as we continue to break new grounds as the leading wealth management app in Singapore, and beyond," he added.

Chiang's appointment follows Endowus’ recent strategic hires of Dominic Ong as CFO and head of strategic partnerships, Deepak Sarda as VP of engineering, and Valerie Tan as head of risk and compliance. According to Chiang, the tech industry is moving at breakneck speed and as it is always evolving, this really challenges PR teams to rethink and refine the ways companies can engage with different stakeholders.

"Looking at the fintech space, players such as Endowus are actively shaping the future of the financial services sector. The Endowus founders’ vision of investing as a collective, towards a better and more sustainable future speaks strongly to me. I am thrilled to be part of a team that is always pushing itself to create greater and uncomplicated access to investment products and advice - all enabled by tech," she said.

Chiang told MARKETING-INTERACTIVE that learning to invest and having the ability to invest doesn't have to be complicated or exclusive to just a select group. "Endowus' vision of providing greater opportunities for everyday investors to better plan and grow their wealth is clear and impactful. In this role, I hope to enable greater financial literacy knowledge to be shared, and extend its reach to support more clients in their investing journeys," she added.

Endowus recently bagged SG$35 million in fresh funds in an investment round led by Prosus Ventures and EDBI to accelerate its expansion across Asia, and is doubling down on its marketing and communications efforts to strengthen its position as Asia’s leading fee-only digital wealth platform.

At the same time, it has also raised SG$22,000 from its physical and virtual Giving Machines and plans to raise even more to support 15 charities before the year ends. Last month, 12 Giving Machines were placed around Singapore as part of its Endowus Gives Back initiative which seeks to encourage Singaporeans to donate to 15 charities of their choice. Instead of dispensing snacks and drinks, Endowus’ Giving Machines are vending machines with a twist, offering people the chance to donate to charity.

Individuals will be able to select a giving card with a SG$5, SG$10 or SG$20 value that they would like to donate to their chosen charity. These giving cards show examples of tangible items, such as food and stationery, or programmes, such as rehabilitation sessions with patients and educational therapy, to offer a range of charitable gifts that donors can provide to the beneficiaries they choose.

The full amount of the donations will go directly to partner charities for the purchased item or for items or services of greater need based on the charities’ discretion. The company also launched virtual vending machines this month, allowing consumers to scan a QR code and donate directly to a charity through one of the 15 campaigns on Giving.sg. The dollar value of these donations are not limited, and people can donate as much as they want.