The outgoing CEO has played a pivotal role in promoting investor education and spearheading research initiatives that have driven industry growth and innovation.

After more than 30 years’ service, Sally Wong, CEO of the Hong Kong Investment Funds Association (HKIFA) will be retiring, effective 31 October 2025.

During her tenure, Wong has been instrumental in advancing Hong Kong’s asset management industry, the association said. Her leadership has fostered collaboration with regulators, media, and stakeholders to address developments in the mutual fund market and the Mandatory Provident Fund (MPF) Schemes. Wong has also been central in promoting investor education and leading research initiatives that have driven industry growth and innovation, it said.

To ensure a smooth transition, Bruno Lee has been appointed as consultant, effective 8 September 2025. Lee is the founder of BIG Family Limited and a financial veteran with more than 30 years of experience in the asset and wealth management industry. He has served in various senior regional management roles in global financial institutions. He has also previously served two terms as chairman of HKIFA.

Lee will be working with the HKIFA executive committee (Execom) and the executive office to provide strategic guidance during the transition. The Execom has already initiated a formal process to identify a permanent successor to Wong.

“On behalf of HKIFA, I extend our deepest gratitude to Sally for her leadership and dedication over three decades in shaping HKIFA into the respected institution it is today,” HKIFA chairman Sam Yu said. “As we prepare for this transition, we are delighted to welcome Bruno, whose extensive industry experience and strategic acumen make him the ideal choice to guide HKIFA through this next phase. The Execom is committed to ensuring a seamless transition and maintaining our momentum as we continue to serve our members and the broader community.”

The Hong Kong Investment Funds Association is a non-profit-making trade association that represents the fund management industry in Hong Kong. It is committed to entrenching Hong Kong’s position as an international fund management hub.