Most Singapore business owners buy insurance the same way: a form from an agent, a stack of jargon, and a signature on something they half understand. SMEinsurance exists to fix the first half of that experience — the part where you work out what your business actually needs, before anyone tries to sell you anything.
Why we built it
This site started from a specific frustration. Renewing work injury cover for warehouse and retail staff, arguing with a broker about whether a sum insured was realistic, reading a policy wording that assumed you already knew what “indemnity” meant — and finding that everything written about it online in Singapore was either a brochure or a blog post about a different country's rules. The information an owner needs to ask good questions simply was not in one place.
So we wrote it. Every page here answers a question we have actually had to answer for ourselves.
What we do
We publish clear, Singapore-specific explanations of every major line of business cover: what it protects, who is legally required to have it, roughly what it costs, and the questions worth asking before you buy. When you are ready for quotes, we pass your enquiry — with your explicit PDPA consent — to a licensed insurance intermediary who can advise you properly and quote from multiple insurers.
What we are not
We are not an insurer, broker, or agent, and we do not sell policies or give financial advice. That is deliberate: it means these pages can say plainly what a cover is for without a commission riding on the answer. Advice on your specific situation should always come from the licensed professional who contacts you, and compulsory requirements should be confirmed with the relevant authority — MOM for work injury and foreign worker cover, LTA for motor.
How we make money
Licensed insurance professionals pay us for the enquiries we pass to them. You pay nothing, and the premium you are quoted is not marked up because you came through us — commissions on insurance policies are set the same way regardless of how you found your adviser. We say this plainly because you should know what a website's incentives are before you trust what it tells you.
How we handle your data
Enquiries are covered by Singapore's Personal Data Protection Act. We collect only what is needed to pass your enquiry on, we do so only with your consent, we keep a record of that consent, and we never sell your details to marketing lists. The full detail is in our Privacy Policy.
Who is behind this
Wing Yee Choo
Founder
Wing has run Singapore SMEs since 2002, when he co-founded CAY Group, a wholesale and distribution business, later adding the e-commerce retailer Cityluxe. Before that he was at TNT Global Express. He has spent two decades on the buying side of business insurance — renewing work injury cover for warehouse and retail staff, arguing about sums insured, and reading policy wordings that assume you already know the jargon. SMEinsurance exists because that experience should be easier to come by.
Technical reviewer
Licensed insurance professional
We are appointing a licensed insurance intermediary to review the technical accuracy of our cover explanations. Until that is in place and named here, treat everything on this site as general information and confirm specifics with a licensed professional or the relevant authority.
Read our editorial standards — how we research, review and correct what is published here.