Why we started
Shortlist SG began in 2019 out of a simple frustration: almost every “best in Singapore” article was really an advertorial, and the products that ranked were the ones that paid. Germaine, our editor-in-chief, had spent years as a personal-finance reporter and was tired of readers being sold a “top pick” that nobody had actually used.
So we built the opposite. We buy or independently source what we review, run it in real HDB homes and on local plans, and score everything against a fixed, public scorecard. No brand can pay for a place on a list. The only thing that earns a top spot is being genuinely good for the money — which is exactly the advice we’d give a friend.
Today we publish across five areas — Tech & Home, Money & Insurance, Internet & Mobile, Family, Lifestyle — and a few hundred thousand Singaporeans use our guides before they buy. We make money the honest way: when some links lead to a purchase we may earn a commission, but it never decides a ranking, and sponsored content is always labelled and kept out of our lists.
The editorial team
Germaine Toh
Germaine spent eight years as a personal-finance reporter before starting Shortlist SG. She reads the policy wordings nobody else will and insists every money guide leads with the numbers, not the perks.
Marcus Yeo
Marcus has tested broadband, SIM plans and home networking gear across more flats than he can count. He is the reason every connectivity guide here quotes real 24-month costs instead of promo prices.
Priya Subramaniam
Priya runs our test bench, where purifiers, vacuums and kitchen gadgets are measured rather than guessed at. If a product made the list, she has lived with it for at least a fortnight.
Read more about our standards
See exactly how we choose, test and score every product and plan.
How we test →