Mission & Philosophy

CF Lieu Financial Adviser mission: Empower you to make informed financial decisions via advice that is actionable, relatable and affordable.

Focus: Transparency, client advocacy, and unbiased, zero-conflict-of-interest financial advice.

Would you agree that Life is a combination of

a) Decisions – things you actively choose to do and
b) Circumstances – things that others do to you, including people you’ve never met, like politicians

Hence, Results = your decisions (a) + circumstances (b)

When we complain about life, about the results we end up getting, we mostly complain about our circumstances, not our decisions.
We seem to be fixated on circumstances.

But why do circumstances interest us more than decisions?
Answer: because it does not hurt our ego to blame external factors that we have no control over.

After all, circumstances happen to us before we can even make decisions – even before we are born.

But decisions are by far more interesting because that’s how we change circumstances, possibly to the point that the circumstances that are beyond our control stop mattering.

How you live your life should be determined by your ‘active’ life decisions, instead of dictated by ‘passive’ life circumstances.

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In the end, there Are 2 Types Of People:

Those Who Make Life Happen And Those Who Let Life Happen To Them.

Are you the Type who Let Life Happen To You or You Steer your Own Ship?

Beliefs & Core Values

We believe in attaining these levels of Financial Life Freedom, in descending order, explained more in the video clip below:

1. Financial Stability
2. Financial Security
3. Financial Flexibility
4. Financial Independence
5. Financial Abundance

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When the way you live and work aligns with your values, you feel that sense of meaning and fulfillment (which, by the way, remain elusive for many people). You show to the world you have integrity.

When you do things that is against your values, you feel bad, you feel unhappy, you make mistakes, and you may find yourself behaving unethically.

But you know what? That is entirely not your fault because sometimes we are put in an environment that is not aligned with our values.
Or sometimes we change because of different environment or different exposure.

At other times, our values actually changes with time.

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Example #1: If you hire financial adviser that believes in live a lifestyle of showing off by purchasing luxurious cars, handbags, or even designer outfits, but if you don’t subscribe to such lifestyle, then you will be very, very disappointed with the outcome because there is this obvious misalignment of values and lifestyle.

Example #2: Chasing after bigger pay cheque and more ‘atas’ job titles had been your life pursuit your entire career, but a life-changing event happened to you and your family. You now view life differently, hence your life priorities change.

But the undeniable fact is different people have different values, and that determines what we do in life.

Nonetheless, it is our believe that at each level of our financial life freedom, we want to stay near the peak of fulfilment without falling back into deprivation or gluttony (visually explained):

In our opinion, material possessions such as bungalows, expensive cars, branded garments and luxury watches are no longer status symbols.

Sometimes, the Best Returns Aren’t Just Measured In Money

Today’s new age wealth symbols are about having more…

1. Time Freedom
2. Location Freedom
3. Freedom of Life Choices
4. Peace of Mind

Money is the resource that enables the above, and it integrates with your life values.

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Why Us?

We have a firmly rooted belief that financial advice should be given without bias or a desire to earn investment commissions and transaction fees. Advice should be advice—not sales.

We make my advice transparent, conflict-free and in your best interests at all times. We are sitting on the same side of the table as you.

Any fees you pay to are fees for advice—that is it. Unlike big “name brand” financial adviser or firms, we are not driven to generate profits for shareholders by selling proprietary solutions that generate the most revenue.

We advocate entirely for you.

While many honest people work within the financial services industry, they work within a system that is set up in order for ‘the house’ to win, not the clients. It’s not an evil system – just one created to grow the assets of corporations, not individual investors.

However, now there is an alternative – one that has been created to serve the clients without conflict of interest.

The fact is, everyone can call himself financial adviser nowadays, but only proven Clients Testimonials like these can really show you how a credible and skilled financial adviser can advise you in an impartial manner.

In fact, CF Lieu Advisory pride ourselves on the number of verified clients’ testimonials we have.

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Imagine you use our process to finally find the clarity you were seeking. You know it works, because for the first time, you actually have a clear vision of what your financial or retirement goal(s) looks like.

• Would you be more confident of your financial situation?
• Would you be less stressed about your money and what’s going in the market?
• Would you be able to focus on doing the things you love, instead of worrying about external factors beyond your control?

Answer: Yes, you would.

For once and for all, you can confidently take control of your current financial situation and piece together your desired financial goals.

CF Lieu Advisory is a practice office under the umbrella of CC Advisory, a Capital Market Services License (CMSL) holder and Approved Financial Adviser (FA) by Bank Negara Malaysia. CC Advisory is subsidiary of CC International Berhad (CCIB), a Multi disciplinary Professional Service Provider. with more than 11 branches in Malaysia.