Shaun Lin, CEO, GENShaun Lin, CEO
In today’s intricate financial landscape, the allure of neatly packaged financial solutions is tempting. Many individuals believe that a singular product-centric approach, relying on specific financial tools such as insurance policies or investment funds, can secure their future. However, this approach often overlooks the broader picture of financial well-being, neglecting critical elements such as debt management and retirement planning.

Amidst the dominance of this product-centric mindset in the financial industry, GEN emerges as a pioneering privately-owned financial advisory firm. It is reshaping how people perceive and engage with financial planning, with a strong focus on millennials and individuals concerned about retirement.

“Financial planning is about helping people bridge the gaps between where they are now and where they want to be. Our mission is to change how people begin their financial planning and help them build transferable wealth,” says Shaun Lin, CEO of GEN. “All our strategies revolve around protecting assets with insurance as well as locking and growing them through savings and investments.”

What sets GEN truly apart is its unwavering commitment to a client-centric culture. The firm’s step-by-step planning process empowers clients to embark on financial journeys with comprehensive, customized strategies prioritizing their needs and goals. This approach helps clients comprehend their financial situation and enables them to make well-informed decisions aligned with their circumstances.

Unlike traditional firms that rely on a single provider or insurer, GEN collaborates with an extensive network of life insurance, general insurance companies, and asset management partners. As a one-stop platform catering to a wide range of client needs, this collaborative approach ensures that clients have access to diverse financial solutions tailored to their requirements.

GEN’s commitment to client education distinguishes it further. It believes that informed clients make better financial decisions. To achieve this, it conducts webinars and publishes articles that help clients identify their financial goals, understand available plans, and consolidate their finances based on income, assets, and needs.

Financial Planning Is About Helping People Bridge The Gaps Between Where They Are Now And Where They Want To Be

One crucial aspect of financial planning that GEN excels in is retirement planning. This involves addressing potential long-term care and medical health risks, making insurance and healthcare planning essential components of the process. Depending on an individual’s risk profile and financial portfolio gaps, it recommends annuities plans, or investment plans, ensuring that clients are well-prepared for retirement.

Implementing the tailored plan is just the beginning; GEN doesn’t stop there. Continuous reviews are carried out to ensure plan effectiveness, considering market and inflation risks, as well as potential discontinuations. By fostering a safe environment, avoiding politics, unhealthy competition, and product-centric approaches, GEN redefines how people embark on their financial journeys. Its commitment to values is encapsulated in the acronym ‘GAPSS’—gratitude, abundance, personal success, self-responsibility, and serving others. This framework guides its interactions with clients, partners, and the industry.

“Our values are built around impacting generations, making a lasting difference in people’s lives as a thought leader transforming the way people approach financial planning,” says Lin.

GEN’s emergence as a pioneering financial advisory firm marks a significant shift in the industry’s approach. Its commitment to industry integrity and ethics is unwavering, and its new initiative, #startwithgen, symbolizes renewed energy to cater to clients and partners alike. Needless to say, the firm is poised to make a lasting impact, guiding individuals toward a more secure and prosperous financial future.