Where advisers can find their edge

One of the key things financial advisers need to succeed is a high level of service to their clients. But what does that mean, exactly, in a world where everything from the economy to the very tools of the trade are constantly changing? To keep standards high, a state of continuous evolution is required. As an aggregator, Link Financial Group (LFG) understands that the goalposts are nearly always on the move for advisers, and strategies that guaranteed success yesterday may not necessarily do so tomorrow. But it also recognises that the lodestar that can guide advisers through changing conditions is continuous learning through a relentless focus on client needs. “The LFG support team lives and breathes a client-centric approach every day. We support the advisers and business owners throughout our group so they can focus on providing the best possible advice and service to their clients,” says Luke Roberts, LFG’s national growth manager.

Spotlight

Founded over 30 years ago by visionary mortgage advisers, Mortgage Link became one of New Zealand’s first financial adviser aggregators. Expanding its offerings to offer a holistic approach to financial services, Insurance Link and sister companies were launched, forming LFG. As a financial advice provider, LFG supports advisers with the flexibility to operate under its licence or independently, providing robust compliance support, a custom-built CRM and professional development. In 2022, NZHL Group, an adviser network focused on financial freedom, became the majority shareholder, bringing further resources to empower advisers and support Kiwis in improving their financial futures. NZHL Group is part of Kiwi Group Capital Ltd (KGC), which is 100% government-owned.

Company Profile

32*

Number of employees

200+

Number of adviser businesses supported

100%

New Zealand ownership

~$3bn^

Annual lending volume

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“Change is constant, and in our industry we have ebbs and flows in the market – you can choose to see this as an opportunity to grow or shift the paradigm and challenge yourself to be better”

Dalene Pistorius, Link Financial Group

“We frequently hear advisers say they lack support, but I’m proud to say that’s not the case at LFG”

Luke Roberts, Link Financial Group

Karen Adams

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Karen Adams

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Change as a constant

Published 12 May 2025

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Luke Roberts

Dalene Pistorius

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At Link Financial Group, adviser success in an evolving environment starts with steady support, shared values and a deep belief in the power of client-centric service

IN PARTNERSHIP WITH

Luke Roberts National growth manager

>12

Years of experience

Dalene Pistorius Advisory operations manager

>10

Years of experience

Executive leaders

Link Financial Group

BDMs in the spotlight

Being picked to lead ORDE's distribution team

career highlight

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Auckland

Based in

Taking on current role

Career highlight

Christchurch

Based in

Gaining a strong knowledge of the third party channel nationwide

Career highlight

*Not including Advice Link CRM employees^Not including insurance, fire & general, KiwiSaver/investment activity and/or Advice Link CRM users

>30 yrs ago

2015

2016

2017

2022

Mortgage Link established as one of New Zealand’s founding aggregators for financial advisers

yrs ago

>30

Insurance Link established

2015

FG Link established

2016

Advice Link established; formed Link Financial Group (LFG) as a broad financial services aggregator

2017

LFG integrated into NZHL, aligning with a purpose-driven mission to help Kiwis achieve financial freedom

2022

Milestones

>30 yrs ago

2015

2016

2017

2022

Mortgage Link established as one of New Zealand’s founding aggregators for financial advisers

yrs ago

>30

Insurance Link established

2015

FG Link established

2016

Advice Link established; formed Link Financial Group (LFG) as a broad financial services aggregator

2017

LFG integrated into NZHL, aligning with a purpose-driven mission to help Kiwis achieve financial freedom

2022

Milestones

>30 yrs ago

2015

2016

2017

2022

Mortgage Link established as one of New Zealand’s founding aggregators for financial advisers

yrs ago

>30

Insurance Link established

2015

FG Link established

2016

Advice Link established; formed Link Financial Group (LFG) as a broad financial services aggregator

2017

LFG integrated into NZHL, aligning with a purpose-driven mission to help Kiwis achieve financial freedom

2022

Milestones

News

MORTGAGE INDUSTRY

BEST IN MORTGAGE

SPECIALTY

Resources

Companies

People

Newsletter

About us

Authors

Conditions of Use

Terms & Conditions

Sitemap

RSS

Advisers often find it challenging to access this level of support. “We frequently hear advisers say they lack support, but I’m proud to say that’s not the case at LFG,” says Roberts. In a sector shaped by moving markets and shifting compliance demands, LFG is doubling down on adviser support and client focus. Rather than chasing the next trend, the aggregator builds its strategy around helping advisers adapt – through consistent service, internal trust and a deep belief in the power of human relationships. As economic conditions begin to slowly improve and public trust in advice inches upwards, LFG sees the opportunity to reshape what good service looks like in modern financial advice.

LNG advisory operations manager Dalene Pistorius is well aware that remaining useful to clients is a challenge when circumstances continue to change. “Change is constant, and in our industry we have ebbs and flows in the market – you can choose to see this as an opportunity to grow or shift the paradigm and challenge yourself to be better,” she says. Pistorius’s own journey exemplifies professional adaptability amid uncertainty. Over her career, she’s found that the most valuable skill in financial services isn’t forecasting – it’s listening. From her early days as a private relationship banker in South Africa to her current role at LFG, she has consistently sought opportunities to expand her expertise. Her approach to financial services is deeply rooted in collaboration. She believes that strong adviser businesses have a profound impact on everyday New Zealanders seeking reliable financial guidance. “Supporting advisers to grow their businesses is crucial to providing reliable and knowledgeable financial advice,” she says.

Navigating challenges with a culture of support

The recent past has tested the industry’s resilience. From the aftermath of COVID-19 to high interest rates and ongoing economic uncertainties, advisers have faced unprecedented challenges. “The last couple of years have been turbulent,” Roberts acknowledges. “[But] the start of this year feels different. Advisers are seeing green shoots in the market – increased activity and enquiry could mean we’ve turned a corner.” The economy officially moved out of recession in the December quarter, and while a number of economists have trimmed growth expectations,

the Reserve Bank of New Zealand is still likely to cut interest rates several times in 2025. With evolving stock markets, global shifts and fluctuating consumer confidence, there’s no doubt advisers will continue to benefit from strong, reliable partnerships. Pistorius says she is “cautiously optimistic” on the back of RBNZ monetary easing, noting that the effects of cuts to date are beginning to show through. “Some markets are starting to show more movement than in the previous 12 months.” What sets LFG apart is its commitment to creating a supportive environment regardless of what the economy is doing. Both Pistorius and Roberts emphasise the importance of team dynamics and mutual trust. “We complement each other’s strengths and weaknesses,” Pistorius says. “There is a great amount of support and trust in the team. We also all have a good sense of humour, which makes it an enjoyable workplace.” This camaraderie spills over to the advisers who operate under LFG’s wing. “We are fast-paced and have fun while making a genuine difference to adviser businesses,” says Roberts.

Looking to an adviser-driven future

The team is optimistic about the industry’s potential and LFG’s place in it. Roberts is particularly passionate about the Authorised Body model, which he believes will become increasingly important. “Utilising the group FAP allows advisers to focus on their clients and what they do best: give great advice,” he explains. “There is huge potential to build the group, especially since we joined NZHL Group, without losing the intimacy of our offering.” Pistorius shares a vision of increased public trust. “I would like a shift in public perception to reflect growing trust in the industry and the value that expert advice can bring to New Zealanders,” she says. With the adviser role in growth mode, there is potential for the industry to follow in the footsteps of Australia where 76% of all new residential loans are now written via the third party channel. While New Zealand has a way to go to reach that level, things are moving in the right direction. A FAMNZ (Finance and Mortgage Advisers Association of New Zealand) report late last year showed that while one in three borrowers (35%) had secured their last mortgage through a mortgage adviser, the percentage who had done so in the previous 12 months had risen to almost one in two (46%). First home buyers were even more likely to go through an adviser, with 59% using one over the same period. The financial advice sector is undergoing significant transformation. At LFG, this transformation is driven not by abstract strategies but by genuine human connections, continuous learning and a commitment to client success. “The world of advising will continue to grow and adapt,” says Roberts. “Collectively, advisers have overcome huge challenges in the past few years, and I believe great advice businesses will continue to do so.”

Christchurch

Based in

Gaining a strong knowledge of the third party channel nationwide

Career highlight

Auckland

Based in

Taking on current role

Career highlight

CFML Loans has grown by embracing change, fostering strong relationships and maintaining agility –overcoming challenges while keeping clients at the heart of its strategy