Jinyao Lee
BOA Chairman, Chief Executive Officer (CEO)
★ The 100 Most Influential Young Entrepreneurs 2019
Home / AboutAbout Kokrue
We built the firm we'd want our own families to trust.
Kokrue exists to fix the biggest hidden flaw in financial advice: what happens to you when your adviser disappears.
Our story
A relationship that doesn't break
In Malaysia's financial-advice industry, advisers, especially younger ones, come and go. When they leave, clients are "orphaned": the plan you carefully set up is handed to a stranger, or a call centre.
Kokrue by BOA Group was founded to make that impossible. We're a firm in Malaysia that assigns two dedicated servicing agents to every client, both experienced advisers. Your relationship never skips a beat.
That approach has made us the fastest-growing agency in Malaysia, the largest adviser group in the country, home to more MDRT (Million Dollar Round Table) qualifiers than any other organisation in Malaysia, and part of the Chinese Insurance Top 500 (BOA Group).
But behind every one of those numbers is a single commitment: we grow by building and continuing to service each family, one family at a time. Every plan we write is a household we intend to look after for decades, not a policy we sell and forget.
This guidance is written by Louis Ong, a licensed adviser (LIAM registration No. PP09/00661908).
Leadership
Led by the founders of BOA Group
Kokrue is part of BOA Group, a Hong Leong Assurance agency group started in 2019 by four founders. It has grown into the organisation with the most MDRT qualifiers in Malaysia, with 300+ active advisers nationwide (BOA Group).
Francis Tan
BOA Co-founder, Chief Operations Officer (COO)
Darren Thuang
BOA Co-founder, Chief Financial Officer (CFO)
Yonson Yong
BOA Co-founder, Chief Strategy Officer (CSO)
Plus 7 agency managers and 14 unit managers leading our teams across Malaysia.
Meet all our managers →Our team
The team behind every plan
Our advisers at our annual MDRT recognition night, part of Malaysia's largest adviser group.
Our vision
Building lasting trust through dedicated service, honest advice and continuity
We're more than an insurance agency, we're long-term stewards of the families, futures and communities we serve.
Our values
Clients come first
Every client should feel they truly are our most important client. Clear, responsive communication is non-negotiable.
Advice worth more than our fee
We aim to give advice and service worth far more than it costs you, right-sized to your real needs.
Honesty & transparency
Your interests guide our advice. No jargon, no pressure, and if you already have enough, we'll tell you.
Continuity you can count on
Two dedicated agents mean someone who knows your plan is always there, stability in an industry where advisers come and go.
Experienced people
Seasoned advisers with a value system of honesty, professionalism, respect and responsiveness.
Build community
We earn our clients' respect one family at a time, and want everyone connected to us to feel proud to be part of it.
Treat people well
Respect, warmth and patience with everyone, in every situation.
A proven process
A clear, repeatable process, discovery, review, recommendations, ongoing servicing, so nothing falls through the cracks.
Always improving
Humility and a commitment to excellence keep us reflecting on how to serve you better.
Trusted by families
Real families, real relationships
We grow one family at a time. If we've looked after you, a review on Google helps other Malaysian families find honest advice.
★ Review us on Google