Endowus partners Benjamin Kheng on two fronts - brand ambassador and video agency partner

Wealth platform Endowus has teamed up with popular singer and creator Benjamin Kheng as its newest brand ambassador.

Together, they will co-create relatable content that resonates with a local audience. Under this newly minted partnership, Endowus is working with Kheng’s new video production agency, Charle King, which will lead the concept and creation of a series of videos, demystifying investment concepts by likening them to everyday life experiences.

Endowus chose Kheng out of many other prominent creators for his ability to speak authentically to the struggles of an unstable income – an increasing reality for many Singaporeans in today’s workplace.

Reflecting on the importance of timely and strategic investing to combat this, he sought to become more financially literate and turned to Endowus as a trustworthy wealth platform to take stock of his financial future. Endowus and Kheng collectively hope to inspire Singaporeans in similar situations to seek sound financial advice to jumpstart their long-term planning.

According to Endowus’s own Retirement Report 2022, younger adults are more proactive in seeking out additional income streams through side income and investing (87% for Gen Zs and Millennials, vs 81% for all correspondents). Millennials in particular, are more likely to take charge of their financial futures (67%) instead of relying on CPF payouts. But the decision to invest is often fraught with challenges.

“Young adults today are inundated with information online, making it hard to discern which advice is credible and suitable for us,” Kheng  said.

“We’ve also watched our parents or loved ones live through crises and suffer major losses. Coupled with the uncertainty of today’s world, many, like myself, can make the mistake of being risk-averse and closed off to the prospect of investing. That’s why having a wealth platform like Endowus who can not only explain, but also optimise, our finances in alignment with our life goals is imperative.”

As the newly married 32-year-old works towards starting a family, and managing his new video production company, Kheng also places a key focus on bolstering his financial literacy to better understand how to build long-term wealth.

“We’ve seen a surge in financial content across all platforms which target the digitally, but not necessarily financially, savvy. As Endowus’ brand ambassador, Benjamin will not only advocate our vision for democratised investing for all through his humorous, relatable content, but also through the authentic telling of his personal real-life story. We hope this inspires more people to take the next step with us in building a strong financial future,” said Endowus’ chief marketing officer, Jason Huan.

Kheng also joins Endowus’ client feature series ‘On The Money’ to unpack his personal financial journey. This series highlights real-life stories of prominent Singaporeans from all walks of life working through different financial situations on the road to retirement readiness. He joins the client feature series alongside other notable Endowus clients such as Michelle Sng, National High Jumper; Joanne Peh, Actress and Entrepreneur; Nuraliza Osman, Lawyer and former Miss Universe Singapore; and Rachel Lim, Co-founder of Love, Bonito.

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