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.

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?

Why Do You Need Financial Advisory? by CF Lieu - Certified Financial Planner Malaysia

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

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.

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.

About CF Lieu: Independent Certified Financial Adviser by CF Lieu - Certified Financial Planner Malaysia

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):

About CF Lieu: Independent Certified Financial Adviser by CF Lieu - Certified Financial Planner Malaysia

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.

About CF Lieu: Independent Certified Financial Adviser by CF Lieu - Certified Financial Planner Malaysia

Approach & Framework

Financial Advisory Process Steps Explained

Step 1: Identify your Priorities & Scope of Advice

We need to speak to you to precisely pinpoint your pain point(s) & desired outcome(s) from the advisory you are seeking. This is the fact-finding stage where expectations are being set as we propose how we will conduct the advisory session(s) for you to address the matters you need to resolve.

Step 2: Gather Necessary Information from you

Depending on your scope of advice, this could be in the form of your current investment portfolio statements (investment advisory), details of your existing insurance policies (insurance restructuring advisory), income & spending and asset & liabilities (retirement road-mapping advisory) or tax filings & income statements (tax planning advisory for business owner).

Step 3: Audit & Analyze your Information

We review the information provided, crunch the numbers and do a comprehensive ‘situational analysis’ to correlate the root cause of the issue(s) you are seeing & feeling. We prepare recommendations by putting ourselves in your shoes.

Step 4: Recommend & Explain your Options

During the 1on1 advisory sessions, we explain our findings and go through with you the options you have to address the matters at hand. We advise you on the pros & cons of each options, at the same time getting your feedback to fine tune the solution(s) that is in your best interest.

Step 5: Make & Implement the Best Decision

We may carry out the recommendations or serve as your coach, coordinating the process with you and other professionals such as investment managers or accountants. We may also handle the interaction with solution providers.
Certain scopes of advisory can be a dynamic on-going process that requires continuous monitoring. When needed, we review the actions implemented periodically, to take into account of changes in income, asset values, business or family circumstances.

Why Us?

Our Independence Sets Us Apart From Other So-Called “Financial Planners

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.

Think About What A Difference This Could Make

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.

About CF Lieu: Independent Certified Financial Adviser by CF Lieu - Certified Financial Planner Malaysia

Imagine you wake up one day and feel prolonged uneasiness in your chest.

Do you prescribe your own medication?

Or…does it feel right if a medical professional dispenses medication without proper consultation and diagnosis?

NOPE?  We thought so too.

Getting the wrong or unnecessary medicine not only worsens your condition, but can possibly endanger your life.

Doctors charge for diagnosis (consultation), and only dispense suitable medicine (solutions) as required.

They are billed separately. It should be that way for your best interest as a patient.

CF Lieu believes it works the same way for IFA.

About CF Lieu: Independent Certified Financial Adviser by CF Lieu - Certified Financial Planner Malaysia

Imagine a highly-educated you, driving a nice continental car.

Do you fix your own car when discover a potential problem – like, a loud rattling sound under the hood?


You bring your car to your trusted mechanic at a reputable service center, because he is highly skilled and trained in this area – although he may not have a diploma/degree.

Can you be your own DIY mechanic?

Of course you can – everyone can learn being one, given the time and training.

But you’ll find out that it’s not worth the trouble, and you can afford to pay the mechanic to get your car fixed in no time. You are smart to leverage on the mechanic’s practical experience.

About CF Lieu: Independent Certified Financial Adviser by CF Lieu - Certified Financial Planner Malaysia

Imagine undertaking a 10 years mega home construction project.

Think of having to manage civil engineers, electrical engineers, mechanical engineers, contractors, interior designers, etc on top of your full-time job or business.

You need to ensure everything and everyone is coordinated – so that the end result is what you envisioned.

TEDIOUS?  We thought so too.

Now, imagine the pivotal role of an architect who fully understands what you need, and manage your home construction project.

IFA like CF Lieu is the Architect of your Personal Finances – making sure it meets your desired outcome. And your Personal Finance is, in fact, a Dynamic Long Term Mega Project.

The Difference that Matters to You

About CF Lieu: Independent Certified Financial Adviser by CF Lieu - Certified Financial Planner Malaysia
About CF Lieu: Independent Certified Financial Adviser by CF Lieu - Certified Financial Planner Malaysia
About CF Lieu: Independent Certified Financial Adviser by CF Lieu - Certified Financial Planner Malaysia

How Is CF Lieu Different From Other CFPs?

A CFP CERT TM holder means he has the competency and qualification in the 4 main areas in personal financial planning – wealth protection, wealth accumulation, wealth preservation and wealth distribution. It DOES NOT imply whether he is tied financial product agent (who usually has some form of sales quota to meet) or a licensed financial adviser with NO sales quota to fulfill. The latter role removes conflict of interest.

A student has knowledge
A teacher has deep knowledge
A practitioner has applied knowledge (wisdom)
Wisdom is knowing how knowledge is affected by the market (time, 💰, effort etc)
The true teacher of wisdom is the market
The true student of wisdom of humility
CF Lieu

Licensed & Certified

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.