Planner Bee

A mobile financial advisor in everyone's pocket

Distribution & Sales Startup Bootstrapped

Overview

Planner Bee is an insurance comparison and financial planning platform for consumers in Singapore. Co-founded in 2019 by Cherie Wang and Kenneth Wang and launched in 2020, the platform operates as an independent, unaffiliated service that earns revenue through referral fees from insurers and brokers at no additional cost to users.

The platform combines a digital comparison marketplace with human advisory support. Users can compare over 500 insurance products across 29 insurers, consolidate existing policies into a single dashboard, and access built-in financial planning calculators. Human advisors, salaried rather than commission-based, are available via Zoom for guidance on complex decisions. A proprietary recommendation engine suggests products without commission bias.

As of 2024, Planner Bee reported USD 161K in annual recurring revenue with 61.3% year-over-year growth. The platform has facilitated over SGD 1.15 billion in life insurance coverage and serves more than 10,000 users. It connects to 42 financial institutions for portfolio synchronization and covers insurance categories including life, health, travel, pet, motor, and maternity.

Products & Services

Insurance Comparison Marketplace

A neutral comparison platform covering hospitalisation, whole life, term life, maternity, personal accident, disability income, critical illness, pet, motor, and travel insurance products from 29 insurers in Singapore.

Key Features

500+ insurance products from 29 insurers including AIA, Great Eastern, Prudential, HSBC Life, and NTUC Income
Commission-excluded quotation system to minimize advisor bias
Proprietary brand-agnostic recommendation engine

Target Users: Individual consumers in Singapore researching and purchasing insurance

Policy Dashboard and Portfolio Consolidation

A unified dashboard allowing users to track all insurance policies and financial accounts in one place.

Key Features

Synchronization with 42 financial institutions (banking, insurance, investments)
Consolidated view of all health and life insurance policies
Renewal date reminders via email and WhatsApp

Target Users: Existing policyholders managing multiple policies across insurers

Financial Planning Tools

Built-in calculators and educational content to support personal financial planning decisions.

Key Features

Emergency fund, insurance needs, investment, mortgage, and retirement calculators
Money personality quiz and financial literacy content hub
Articles, guides, and glossary for self-directed learners

Target Users: Consumers building financial plans alongside insurance coverage

Advisory and Claims Support

Human advisors assigned after product selection, with ongoing claims support available.

Key Features

Salaried, non-commission-based licensed advisors
Zoom consultations for policy clarification
Priority claims support team responding within one business day via WhatsApp and email

Target Users: Consumers needing guidance beyond the digital comparison flow

At a Glance

Founded: 2019
Headquarters: Singapore
Employees: 1-10
Funding: Bootstrapped

Category & Focus

Category: Distribution & Sales
Subcategories: Insurance Comparison Consumer Financial Planning Digital Advisory
Insurance Verticals: Life & Annuity P&C Personal Health
Target Customers: Consumers