Efren Ll. Cruz

  • 25 years experience in financial services industry, 18 years of which in fund management
  • General Manager for Wealth Management of Standard Chartered Bank, SVP & General Manager of Grepalife Asset Management Corporation, President of the MAA MutuaLife Philippines, and President and COO of The Mutual Fund Management Co. of the Philippines
  • best-selling author of Pwede Na! The Complete Pinoy Guide to Personal Finance” and “Pwede Na! The Complete Pinoy Guide to Retirement & Estate Planning”

BIO

efren cruzEfren Ll. Cruz, RFP® founded the Personal Finance Advisers Philippines Corporation (PFA) on February 20, 2006. PFA was borne out of Efren’s passion to promote financial literacy among Filipinos through the discipline of financial planning.

This passion also led Efren to authoring the following best-selling books: “Pwede Na! The Complete Pinoy Guide to Personal Finance” and “Pwede Na! The Complete Pinoy Guide to Retirement & Estate Planning.” These are still the only books in the country giving practical personal finance advice in a Philippine setting and with free companion financial planning software.

PFA is a truly independent financial adviser that promotes the CDRW drivers of personal finance in the Philippine setting, namely: Cash, Debt, Risk and Wealth management. PFA’s personal finance talks provide a follow up activity and continuing education for the participants as well as feedback to the participants’ employers.

On July 8, 2009, PFA was named the Philippine’s first “International Best Provider” of employee finance education by the Personal Finance Employee Education Foundation (PFEEF) (www.PersonalFinanceFoundation.org). PFEEF, a US-based non-profit charitable foundation, identified PFA as a high quality provider of workplace financial programs to employees.

Efren is a Registered Financial Planner and Director of RFP Philippines. He has 25 years experience in financial services industry, 18 years of which in fund management. He was the General Manager for Wealth Management of Standard Chartered Bank, SVP & General Manager of Grepalife Asset Management Corporation, President of the MAA MutuaLife Philippines, Inc., and President and COO of The Mutual Fund Management Co. of the Philippines, Inc.

He managed, distributed and administered the following Philippine mutual funds: Grepalife Fixed Income Fund Corporation, Grepalife Bond Fund Corporation, MAA Dollar Bond Fund Corporation, and The Mutual Fund Company of the Philippines, Inc.

Efren served as the Vice President for the First Philippine Fund (closed-end Philippine country fund listed at the New York Stock Exchange). He was the former Chairman and President of the Investment Company Association of the Philippines and co-founder of the Fund Managers’ Association of the Philippines.

He has appeared as a personal Ffinance expert on ANC 21, Kapuso Mo – Jessica Sojo, Unang Hirit, Payong Kapatid, TV Patrol, RPN 9, DZMM and DZBB and is a contributor of personal finance articles to Inquirer.net, Business Mirror, MoneySense Magazine and Filipino Unlimited.

Efren has an MBA from the University of the Philippines and B.S. Business Management from the Ateneo de Manila University.

PROGRAMS

  • EnRich – The Overview

This is personal finance talk that gives more than an overview of the CD-RW approach to personal finance. It is ideal for a heterogeneous audience that is just looking for the basics to personal financial management.

  • Expanded CD-RW Management Program

For people who want and need a deeper understanding of financial through an interactive, experiential, and inspiring yet technically adequate manner, we have expanded our EnRich training program into the individual management areas of personal finance, namely: Cash, Debt, Risk and Wealth management.

  • The G-O-O-D Plan

We have come up with a debt coaching program called the GOOD Plan. GOOD stands for getting out of (debilitating) debt. We do not aim to get people totally out of debt. In

fact, debt can be useful if only managed properly. What we aim to do for the GOOD Plan participants is to restore people’s debt to manageable levels through a 4-week coaching program run by each coach for four participants in a group.

  • Expanded Wealth Management Programs

People who have gone through our expanded CD-RW programs or who have already reached a certain level of financial preparedness would naturally think of other ways to grow, manage and preserve their wealth.

  • BizPlan – Entrepreneurship Program
  • Financial Management for Non-Finance
  • Baton – Estate Planning Program

Book Efren Ll. Cruz for training or speaking engagement in your organization.