Tony Lim's journey to ANZIIF Fellowship reflects a lifetime of leadership

For new ANZIIF Fellow Tony Lim, leadership begins long before boardrooms, strategy sessions or industry recognition. It starts in a small 50-square-metre flat in Singapore, where eight family members shared space, responsibility and a clear understanding of what hard work meant.

“Back in mid 1900s, before Singapore became independent, life was about having a roof over your heads and putting food on the table,” he shares.

Watching his parents work tirelessly shaped not only his work ethic but his worldview.

His mother, a seamstress, relied on every small task being completed reliably, including deliveries handled by her youngest child.

“Being the youngest in the family, I had to help my mother to deliver and collect materials at a very young age. It taught me the importance of being reliable no matter how small the task may be as it has impact on whether we have enough money to pay bills or put food on the table.”

That early lesson in responsibility still defines Lim’s leadership today as CEO and Managing Director of Acclaim Insurance Brokers.

Finding Purpose in Broking

Lim began his career in finance within an insurance brokerage before discovering where he truly belonged.

“My first job was in finance working for an insurance broker. I asked to be transferred to the broking division as I found that role more fascinating,” he says.

What captured his attention was the advisory nature of the role; the opportunity to help businesses navigate uncertainty rather than simply process transactions.

That perspective continues to guide Acclaim’s strategy in an increasingly complex risk environment.

“We are in the business of helping our clients derisk in an ever-changing business and risk landscape,” he says. “To do so we must constantly stay ahead of the curve to offer our clients new and innovative solutions that will support their growth strategy.”

Balancing long-term vision with regulatory realities, he sees compliance not as constraint but alignment.

“Staying abreast of changing and meeting regulatory requirements is primary for us achieving our long-term strategy. It is symbiotic.”

Creating Value, Not Just Adding It

As insurance markets tighten and scrutiny increases, Lim believes brokers must redefine how they demonstrate relevance.

“Regardless of whether we are in a hard or soft market, brokers must constantly go beyond adding value to creating it for their clients,” he explains.

“Such value is not to be defined by us, but by what our clients see to be of value.”

Lim says the modern broker’s role extends well beyond placement. “We must be seen by our clients as trusted risk and insurance advisors supporting their strategic growth ambitions,” he says.

This philosophy has helped position Acclaim as a partner in business resilience rather than simply an intermediary between insurer and client.

Leadership for a Changing Industry

Lim is particularly focused on preparing the next generation of brokers for a rapidly evolving industry shaped by technology, changing workforce expectations and artificial intelligence.

“Adaptability and humility to me are the most critical for the next generation’s leadership,” he says. “It is very easy for leaders to stick to what is familiar, tried and tested and an ‘I know best’ mindset.”

He views insurance as fundamentally a people business. “We are in a talent-based industry where our only assets leave our office at the end of each day and we hope that they would return the next work day,” he says.

To support that reality, Acclaim has invested heavily in culture and learning, launching its own internal Academy to blend technical capability with shared purpose.

“Our team members need to know why we do what we do at Acclaim and how it impacts not just our clients but also other team members and divisions.”

The firm also runs an annual “Think Different Day,” encouraging employees to challenge assumptions and evolve alongside the market. At the same time, Acclaim is embracing AI tools to “restore time that was robbed through the old ways of doing things” so that they have time to do what really matters to clients.

Raising Standards Together

Having recently become an ANZIIF Fellow, Lim reflects that a long-standing commitment to professional development is critical for the collective advancement of the industry.

“At Acclaim, we are constantly raising professional standards as a company through shared and aligned interests rather than focusing on individual achievements alone,” he says.

“We believe this will have far greater impact in the industry and have a long-term benefit for our clients.” It is an approach consistent with the values formed decades earlier: reliability, humility and contribution beyond oneself.

From delivering sewing materials as a child to guiding a modern brokerage through technological and regulatory transformation, Tony Lim’s journey reveals a leadership philosophy grounded in lived experience.

“Success is never achieved by working alone,” he observes. “It is built through trust, shared growth and helping others move forward with confidence.”

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