Willie Keng, CFA is the founder and principal of Willie Keng & Associates Pte Ltd, an executive coach & investment consulting firm. He has worked closely with senior management and executives of major financial organizations, and private wealth individuals to help them clarify and accomplish their most important goals.

“His comparison analysis for bonds within similar peer groups have helped me explain to clients from many different perspectives other than just looking at yields.

Overall, I would highly recommend Willie as a trusted advisor to anyone who is serious about fixed income investing.”

– Caleb Wee
Investment Counselor
European Private Bank


Willie has in-depth experience in the formulation, implementation and creation of investment strategies. His strength lies in a deep understanding of both the adviser’s and investor’s expectations and goals. He grasps perspectives and background quickly. Combined with a rich input of investment knowledge, Willie is ready in improving his clients’ conditions through effective consulting solutions.

“Beyond coaching, Willie has deep knowledge about the financial markets that will be useful for even the most sophisticated investment organizations.”

– Chong Ser Jing

Consulting Case Studies

Here are Willie’s two examples of his consulting projects:

Improving Investment Performance: Working with an Investment Advisor

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Building a Cash Management Solution: Assisting a listed commodity estate firm

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Why Traditional Bonds Advisory Fail?

These are three common reasons why investment professionals and clients do not meet expectations and goals.

  • Problems Undefined: Financial firms simply do not understand what clients really need. The totality of this problem has not been truly addressed, or investment advisers focus on the wrong problem altogether.

  • Competence: Advisers within the investment and wealth management industry have a lack of fixed income knowledge.

  • Implementation: Several firms and individuals underestimate the importance of an effective investment process.