Singlife taps distribution veteran to lead PROPEL

She was a COO at GROW with Singlife.

PROPEL with Singlife has appointed Yirong Wee as its new CEO.

Wee has more than 18 years of experience in financial services, with a focus on operations and distribution.

She was most recently chief operating officer of group distribution at Singlife, where she worked on restructuring the group’s distribution setup and adviser engagement across both owned and non-owned channels.

Before that, she was COO at GROW with Singlife, where she led changes to the adviser enablement programme and built tools and insights to support adviser engagement.

Earlier in her career, she held senior roles at DBS Bank and a business-to-consumer e-commerce services provider.

PROPEL, which was officially launched in January 2025, is a shared services platform for financial advisory firms. Within nine months of launch, it onboarded more than 1,300 financial adviser representatives.

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