The Personal Finance Advisers Philippines Corporation or PFA is the leading independent personal finance advisory company in the Philippines. It focuses on providing comprehensive financial plans, engaging talks on personal finance, practical financial planning training programs for financial advisers, business consultancy and even an advocacy on helping people get out of past due debt.
Comprehensive financial plans, daily advice via EnRich™ 365, debt advisory via EnRich™ GOOD
EnRich™ CD-RW (cash, debt, risk & wealth) management training programs for employees, business consultancy, retainer consultant
PFA Masterclass in Financial Planning leading to the global Associate Financial Planner (AFP®) certification
Our Comprehensive Financial Plans (CFPs) provide you with objective and actionable advice on reaching your financial goals. Our CFPs are bundled with EnRich™ 365, one personal finance lesson a day for one year covering our proprietary EnRich™ CD-RW (cash, debt, risk & wealth) management framework sent via email. Plus there is free lifetime consultation on the plan.
Once you receive our CFP, you will have the option to avail of our Investment Advice and Monitoring (IAM) service where we provide the daily monitoring of and advice on investment portfolios based on the Investment Policy Statement (IPS) that will be generated by your CFP. You do all the executions of the advice you accept from us, thereby retaining full control of your assets and eventually learning the ropes. You will receive daily updates and weekly reports.
If you need advice on getting out of past due debt, we have a free program called EnRich™ GOOD where good stands for getting out of debt. While we will not represent you with your creditors, we will give you proven advice on securing substantial discounts and debt restructuring.
Email enrich@personalfinnce.ph for more details.
Our EnRich™ CD-RW (cash, debt, risk & wealth) Management training program is perfect as an addition to employee onboarding, effective in keeping money distractions from making employees less focused at work and at home, and rewarding in getting employees ready for retirement.
To request for a complete brochure, email enrich@personalfinance.ph.
The two-day PFA Masterclass in Financial Planning (MFP) focuses on the practical application of financial planning training. Topics include Behavioral Economics, Layman's Guide to Portfolio Management, Estate Planning and Running a Financial Consultancy Business. Combining all of the lessons is our proprietary and the Philippines' only comprehensive and objective financial planning app, the My PF App™.
The four-day PFA Elite Mastery Program (Elite) is the levelled up PFA MFP that takes a deeper dive into searching, selling and servicing the high net worth and newly affluent. The PFA Elite also includes a comprehensive discussion on estate planning by a practicing lawyer. The program is specifically designed for financial planners in the life insurance industry. Currently the PFA Elite is offered in-house or organized by interested individuals both for a minimum number of fifteen participants.
Immediately after either training program, you will take the 25-question Associate Financial Planner certification online exam to earn your global AFP® title and one-year membership. The global AFP® certification is bestowed by no less than the Registered Financial Planner (RFP®) Philippines.
After earning your AFP® certification from either the PFA MFP or PFA Elite, you will be entitled to one free virtual caddying with your prospect with the goal of producing a comprehensive financial plan. Should that prospect rate the consultation a score below 3 in a scale of 1 to 5 with 5 being the highest, PFA shall return 100% of your training fee (exclusive of AFP® membership fee). The only condition is that the caddying be done one calendar month after your completion of the training program (i.e. date of AFP® certification exam excluded). This is our continuing money-back guarantee program.
We will also invite you to be part of our online community of YAMAN Coaches™ where we provide lifetime free coaching and mentoring. You will be invited to join actual training programs and consultation activities of PFA as well as be promoted as a speaker at the semi-annual YAMAN Webinar. Being a YAMAN Coach™ will expand your network and increase your opportunities to earn in the financial planning sector of the financial services industry.
To register for the PFA MFP, simply click on bit.ly/PFAMasterclass. To schedule a more detailed presentation of the PFA Elite, please send a request to masterclass@personalfinance.ph.
Elevate your skills to tap into a most lucrative market. Apply the new ABC of Always Be Caring bundled with the most potent tools in behavioral economics. Learn how being an expert is made easy by the My PF App™.
Best of all, the webinar is FREE!
To register, go to bit.ly/PFA-SellingtoHNWI.
Be ready to hit the ground running in 2026 by equipping yourself with the most practical and actionable training program on financial planning. You will learn how to:
- apply Behavioral Economics in searching for / selling to / and servicing your clients
- talk shop on Portfolio Management with your clients
- be a most useful resource person on Estate Planning
- run a profitable financial planning consultancy
- be an expert with the use of the My PF App™
For more details, email masterclass@personalfinance.ph
To register, go to bit.ly/PFAMasterclass.
Efren is a seasoned financial expert, Registered Financial Planner (RFP®), bestselling author, and long-time advocate of financial literacy in the Philippines. With over 40 years of experience in the financial services industry, over 30 years which in investment management and advisory, Efren has guided countless Filipinos toward smarter financial decisions through the mutual funds he has set up and managed, advisory services, his books, media appearances, and signature teaching style that is steeped in behavioral economics.
Zig is a Cebu-based Registered Financial Planner (RFP®), a law practitioner, a Philippine Stock Exchange Certified Securities Specialist, sought after speaker. He also writes about personal finance under the RFP® column with the Business Mirror. He is a licensed real estate broker and appraiser. He is co-founder of CERTAmbayam, an online community of professionals from difference disciplines aiming to counter fake news and disinformation by giving the public accurate and sound professional advice. Zig is a regular speaker at the semi-annual YAMAN Webinar.
Tina is a CPA-lawyer, an Associate Financial Planner (AFP®), a registered a Chartered Trust and Estate Planner (CTEP), Financial Consultant (RFC) Fellow at the Chartered Financial Practitioner (FChFP), a Registered Estate Planner (REP) and a Certified Investment Solicitor (CIS). She is active in the field of providing financial planning advice focusing on estate planning. Tina is a regular speaker at the semi-annual YAMAN Webinar.
Rose, aka Ms. Finance and Beats, is a Registered Financial Planner (RFP®) whose passion for providing personal finance advice spans nearly 20 years. She is also a marketing professional who is well-versed in behavioral economics. She also writes about personal finance under the RFP® column with the Business Mirror. Rose is a regular speaker at the semi-annual YAMAN Webinar.
Pete is a financial adviser, Associate Financial Planner (AFP®) and Certified Investment Solicitor (CIS). He also runs a family-owned lending business. Pete has extensive experience in helping individuals manage their bond and equity portfolios. Pete is a regular speaker at the semi-annual YAMAN Webinar.
Elmer is an Associate Financial Planner (AFP®), an Investment Consultant, a Retirement Specialist and Estate Planner. His has over 15 years of experience in finance and accounting with top BPO and technology companies. Elmer is a regular speaker at the semi-annual YAMAN Webinar.
Established by Efren Ll. Cruz, RFP® in February 20, 2006, the Personal Finance Advisers or PFA is a fee-only financial adviser that provides end to end solutions in financial planning to both individuals and corporations. PFA’s clients are among the top 1,000 corporations in the Philippines as well as small & medium scale enterprises, high net worth individuals and a multitude of ordinary individuals wishing a better future for themselves and their families.
On July 8, 2009, PFA was named the Philippine’s first “International Best Provider” of employee finance education by the Personal Finance Employee Education Fund, Inc. (PFEEF). PFEEF, a US-based non-profit charitable foundation, identified PFA as a high quality provider of workplace financial programs to employees.
Board of Directors
Efren Ll. Cruz, RFP® - Chairman
Maria Victoria F. Cruz - Director
Beatriz Ll. Cruz - Director
Maria Vida Frances C. Borja - Director
Jane R. Olive - Director
Ma. Veronica F. Cruz - Corporate Secretary
Officers
Efren Ll. Cruz, RFP® - Chief Executive Officer
Maria Victoria F. Cruz - Treasurer
Ma. Veronica F. Cruz - Head, Business Development
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