fundMyLife is a Singapore-based platform designed to connect consumers with trustworthy financial advisors, moving away from traditional, high-friction physical sales tactics like mall roadshows. The deck, likely from 2016 based on chart data, seeks a $250,000 seed investment to scale its user base and automate its recommendation engine. While the deck demonstrates a clear understanding of the local market pain point—citing 30,000 advisors in Singapore—it operates on very early-stage data, showing a growth curve that ends at just over 60 unique users. The presentation is lean, focusing on pro…
Key takeaways
- The company identifies a specific local problem in Singapore: the reliance on physical roadshows for financial advisor recruitment (Slide 2).
- The platform features a 'Browse Profiles' and 'Connect' interface to facilitate digital introductions (Slide 3).
- The total addressable market is defined as 30,000 advisors in Singapore, per 2014 Ministry of Manpower data (Slide 4).
- The initial target segment is a subset of 1,000 advisors who are 25-35 years old and 'social media savvy' (Slide 4).
- Growth metrics show a 40-100% month-over-month increase in unique users over a three-month period (Slide 5).
- The 'Users Over Time' chart tracks growth from March 2016 to June 2016, ending at approximately 65 users (Slide 5).
- The startup is seeking $250,000 in funding for server costs, SEO, advertising, and hiring (Slide 6).
- The financial roadmap targets profitability within 18 months of the investment (Slide 6).
Executive Summary: The Digital Shift in Financial Advisory
fundMyLife is a marketplace platform targeting the financial services sector in Singapore. The deck positions the company as a modern alternative to the traditional, often maligned 'roadshow' culture where financial advisors solicit clients in public spaces. By creating a digital directory of 'trustworthy' advisors, fundMyLife aims to capture the 25-35-year-old demographic of both advisors and clients. The deck is a classic early-stage seed pitch, focusing on a clear local pain point and early, albeit small-scale, traction metrics.
Slide 1: Welcome and Branding
The cover slide introduces the company name, fundMyLife , and the tagline: "Discover the One advisor you can trust!" The logo uses a stylized 'm' and 'f' ligature in a teal color palette. The branding is clean and professional, immediately establishing the sector (finance) and the value proposition (trust). There is no mention of the founders or the date on this slide, keeping the focus entirely on the brand identity.
Slide 2: The Problem - The Roadshow Friction
Slide 2 is a purely visual representation of the problem. It features a photograph of a typical Singaporean mall roadshow, where financial advisors in red shirts stand around booths with balloons and banners (one banner mentions 'Retirement' in Chinese characters). This slide effectively communicates the 'old way' of doing business: high-pressure, physical, and disorganized. For an investor familiar with the Singaporean market, this image serves as a powerful shorthand for a process that is ripe for digital disruption.
Slide 3: The Product - A Marketplace for Trust
The Product slide shows three distinct screens of the fundMyLife web application. The first, "Browse Profiles," shows a grid of advisors with professional headshots. The second, "Get to Know Them," shows a detailed profile for an advisor named Keryn Wai, including a personal bio that attempts to humanize the professional. The third, "Connect," shows a simple call-to-action: "Do you want Keryn Wai to contact you?" with a checkmark or cross. This suggests a lead-generation model where the user maintains control over who contacts them, directly addressing the 'trust' issue mentioned in the tagline.
Slide 4: Market Size - The Singaporean Opportunity
Slide 4 uses a nested circle diagram to define the market. It cites 30,000 advisors in Singapore as the total market, referencing the Ministry of Manpower, 2014. Within that, it identifies a target segment of 1.0k (1,000) advisors who are 25-35 years old, digital natives, and social media savvy. This is a very narrow initial target, which can be viewed as either a focused go-to-market strategy or a limitation on the total addressable market (TAM) if the platform cannot scale beyond this specific demographic or geography.
Slide 5: Growth - Early Traction Metrics
The Growth slide claims 40-100% month-over-month growth in unique users over a three-month period. The accompanying line chart, titled "Users Over Time," tracks data from 03/19/16 to 06/25/16. The Y-axis (Users) shows a climb from 0 to approximately 65 users. While the growth curve is visually steep, the absolute numbers are very low, indicating that the product was in a very limited beta or soft-launch phase at the time this deck was produced. The use of 'unique users' as a metric is standard, but without engagement data (e.g., how many connections were made), the value of these users remains unclear.
Slide 6: Financials - The $250,000 Ask
The final slide in this set details the funding request. The company is Raising $250,000 . The investment goals are listed as:
Server costs · SEO campaign · Targeted Advertising · Hire developer for future features · Recommender system databasing · Profitability within 18 months
The ask is modest, consistent with a seed round for a marketplace startup in 2016. The goal of reaching profitability in 18 months is ambitious for a marketplace, which typically requires significant scale before becoming cash-flow positive. The mention of a 'recommender system' suggests the founders want to move from a simple directory to an algorithmic matching engine.
What fundMyLife Does Well
The deck excels at identifying a culturally specific pain point . In Singapore, the 'financial advisor at the mall' is a well-known trope, and positioning a startup as the solution to that specific annoyance is a strong hook. The product screenshots are clear and show a functional, aesthetically pleasing interface that matches the 'trust' branding. By narrowing the initial target to 1,000 'social media savvy' advisors, the founders show they understand the importance of finding an early adopter group that is already comfortable with digital tools.
What is Missing from the Deck
The most glaring omission in the provided slides is the Team Slide . In a $250k seed round, investors are primarily betting on the founders' ability to execute. Without knowing their backgrounds in finance or technology, it is difficult to assess the risk. Additionally, there is no Business Model slide. It is unclear if fundMyLife plans to charge advisors a subscription fee, take a commission on leads, or use a freemium model. Finally, there is no Competitive Landscape . Even in 2016, other advisor directories and fintech platforms existed; failing to acknowledge them is a missed opportunity to define their unique competitive advantage.
Founder's Takeaway: Lessons to Copy
Founders should emulate the visual storytelling of Slide 2. Using a single, evocative image to represent the 'Problem' is often more effective than a bulleted list of grievances. It grounds the pitch in reality. Furthermore, the specific allocation of funds on the final slide is a good practice. Rather than just saying 'Working Capital,' fundMyLife specifies 'SEO,' 'Developer,' and 'Recommender system,' which gives investors a clear picture of the technical and marketing roadmap. However, founders should be wary of presenting growth charts with very low absolute numbers (under 100) unless they can supplement them with qualitative data or high-intent conversion rates to prove the model works.
Frequently asked questions
- What is the core problem fundMyLife is trying to solve?
- Based on Slide 2, the problem is the intrusive and inefficient nature of traditional financial advisor prospecting. The slide shows a crowded mall roadshow in Singapore, implying that the current method of finding an advisor is high-friction, physical, and lacks a trust-based digital filter. The company's tagline, 'Discover the One advisor you can trust!', suggests the core issue is a lack of transparency and trust in the selection process.
- How does the product actually work for a user?
- Slide 3 illustrates a three-step user journey: Browse Profiles, Get to Know Them, and Connect. Users can view advisor profiles (featuring photos of advisors like Keryn Wai and Fiona Ang), read 'About' sections that detail their professional philosophy, and then trigger a connection request. The interface is designed as a lead-generation marketplace where the consumer initiates the contact.
- Is the market size large enough for a VC-backed return?
- Slide 4 cites 30,000 advisors in Singapore. While this is a significant number for a small city-state, it represents a very niche vertical. The startup is initially focusing on a 'digital native' segment of just 1,000 advisors. To achieve venture-scale returns, the company would likely need to expand beyond Singapore or increase the lifetime value per advisor significantly, though the deck does not outline international expansion plans.
- What is the current traction of the platform?
- Traction is in the extremely early stages. Slide 5 shows a growth chart from March 19, 2016, to late June 2016. While the percentage growth is high (40-100% MoM), the absolute numbers are small, growing from near zero to roughly 65 unique users. This suggests the deck was used for a very early pre-seed or angel round.
- How does the company plan to use the $250,000 investment?
- Slide 6 outlines six primary investment goals: covering server costs, launching an SEO campaign, targeted advertising, hiring a developer for future features, building a 'recommender system' for their database, and reaching profitability within 18 months. The focus is heavily weighted toward customer acquisition and technical refinement of the matching algorithm.
