Let’s start with the obvious (maybe not so?).

SELF-ish, a pun-intended name, and a multi-dimensional devious wordplay. With the dash in place, the brand is read as self, as in myself, yourself, themself’s SELF – followed by “ishhh”.

Predominantly, “SELF-ish”, is a status quo challenge, that putting yourself first is a selfish act. Supported by every flight’s emergency instruction, “put on your oxygen mask first before helping the others” is the founding principle deeply ingrained as a former-airline-management-trainee, and a frequent traveller I am.

The journey really traced back to three years ago (in 2022), when I celebrated my 5th year as a Life Insurance Agent. It had been my 3rd year practising as a Financial Planner. When the Pandemic hit, my advisory had grown along with me as a person, to much more beyond just dollar figures.

I didn’t have the word to express what it was, but a lot more emotions were shared in my encounters. It took me two years of exploration to coin it down to the big word — Holistic Wellbeing –.

With this, our brand focuses on individualism. Our unique character as a person is what makes us US. And no one particular is any worse than the others. We empower each other to be you, to be your better you.

“SELF-ish” also makes up of the ideas that myself, yourself, himself, herself, as an individual coming up together, forms a greater community of ourselves, where 1+1>2.

Beyond individualism, we believe in the idea of teamwork, where working together leveraging on one another’s strength and opportunities, we can bring out the greater good for the society.

On a separate note, “SELF” when broken apart, consists of the acronym from “Sustainable Living” S-L, and “Environmental Friendly” E-F. We aim to foster a holistic wellbeing lifestyle of contentment with our environment through intentional living. Education and transformative coaching is at the heart of our business mission.

Bred and named in 2022, our little whale took another 3 years to be developed. 备产三年，怀胎九月，终于见世了。

Holistic Wellbeing, Starting with Money.

Say Hello to SELF-ish. If you would like to explore more, visit self-ish.vision/services.

Written by Amy Yap, the Founder.