Alex Choo is a Personal Wealth Manager with Strategic Alliance, where he has spent the last seven years helping individuals and families build resilient, future-ready financial portfolios. Formerly an auditor, Alex made a conscious decision to pivot away from the long hours and rigid structures of the corporate world, choosing instead a career that offers both meaning and freedom.

Driven by a belief that everyone deserves to be well-covered in times of crisis, Alex specialises in comprehensive financial planning and health and family protection. His mission is clear: ensure his clients leave behind a legacy—not liabilities. Whether it’s navigating unexpected events or planning for major life transitions, Alex walks with his clients every step of the way, always putting their long-term well-being first.

His early years in the industry were marked by steep learning curves, intense hustle, and an unwavering commitment to growth. “The first two years were tough. I had to work harder than ever—sharpening my skills, building my client base from scratch, and learning fast,” he shares. But that persistence paid off. Today, Alex serves over 100 clients, many of whom have grown with him through the years, transitioning from first-time earners to seasoned investors and legacy planners.

What sets Alex apart is his ability to forge deep, trusting relationships. Colleagues and clients alike describe him as genuine, grounded and committed. He thrives on the personal connections he’s built—many of which have blossomed into enduring friendships. Having found his strength in client engagement, Alex takes pride in being someone people can rely on in times of need.

Now a consistent MDRT qualifier and a recognised figure in the wealth advisory space, Alex balances professional achievement with personal freedom—a reward that reflects the very outcomes he hopes to create for his clients.