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Cylas Tee

Case Study · Financial Advisory

Chin Yee

A softer personal site for Chin Yee, a financial consultant and estate planner, ending with a 20-minute chat over Instagram.

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The Chin Yee website on a laptop and a phone
Client
Chin Yee
Industry
Financial Advisory
Services
Website Design, Website Development
Location
Singapore

Client Profile

Who They Are

Chin Yee advises on financial and estate planning as an authorised representative of AIA Financial Advisors under the AWM Group. Her first career was corporate: close to two years at a shipping firm before she decided she wanted work with more meaning in it.

The credentials are serious. Million Dollar Round Table awards across three years, an International Dragon Award, Certified Estate Planner and Associate Estate Planning Practitioner accreditations and a Bachelor of Science in Maritime Studies. Three guiding principles shape how she advises, and she answers common money questions in short videos.

The Brief

What We Set Out To Do

Most financial advisory sites feel like a bank lobby. Chin Yee wanted hers to feel like her, so we went softer and more personal. The headline reads Chin Up, Take Charge and Plan Ahead, set over a park photo. Her portrait sits beside her story with a Contact Me button, then her awards, accreditations and degree.

The three guiding principles run as alternating rows on maroon, followed by six service cards and client testimonials. Six video cards on money questions come next, and the page ends with an invitation to a 20-minute conversation through an Instagram button, which suits how her audience actually talks to her.

Our Solution

What We Built

  1. 01

    Chin Up Hero

    The headline Chin Up, Take Charge and Plan Ahead over a park photo, with partner logos and a Contact Me button.

  2. 02

    Her Story

    Her portrait next to a biography in three paragraphs, with a Contact Me button underneath.

  3. 03

    Awards And Qualifications

    Badges for her awards and certifications with the years, plus her university degree.

  4. 04

    Guiding Principles On Maroon

    Three principles laid out as alternating photo and text rows on a maroon background.

  5. 05

    Expertise And Client Words

    Six service cards, then a carousel of client quotes with names and companies.

  6. 06

    Money Videos And Instagram Invitation

    Six video cards on money topics, followed by an invitation to a 20-minute conversation through an Instagram button.

The Finished Site

Scroll Through The Home Page

The full page as it looks on a desktop screen. Scroll inside the window to see every section.

The Chin Yee home page, top to bottom

Our Work

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