Former banker comes NZFSG's new CEO
New Zealand Financial Services Group (NZFSG) has appointed Baden Martin as its new chief executive.
Wednesday, January 31st 2024, 9:44AM 
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The group describes it as a "strategic move" that marks a new era of innovation, technology advancement and leadership in the company.
Martin was previously the head of mortgage adviser distribution at ANZ, and has more than a decade of experience in the adviser channel and a fresh perspective to NZFSG. Known for his passion for both advisers and their clients, Martin is celebrated as a dynamic leader, deeply committed to reshaping and transforming traditional practices in the industry.
"Our decision to welcome Baden as CEO reflects NZFSG's commitment to forward-thinking leadership and innovation," said Sam White, Executive Chairman of NZFSG and LMG across Australia and NZ. "Baden's expertise in digital transformation and his vision for the future are perfectly aligned with our ambitions for 2024 and beyond. He is not just a leader but a strong advocate for the adviser community."
Martin's appointment comes at a pivotal moment for NZFSG, as the company seeks to expand and innovate in the financial service industry. His two-decade-long journey in the sector highlights his respect for advisers, and his dedication to growing the adviser share of the NZ mortgage and insurance market.
Martin states, "I am thrilled to join the NZFSG team and support our advisers as we embrace the next phase of growth. My focus will be on empowering advisers with innovative, technology-driven solutions, to help them save time and stay safe, and continue to advocate strongly for advisers, and their clients”.
Brendon Smith, who transitions to the role of Chairman, expressed his excitement about this new chapter for NZFSG. "Baden is the right leader to carry forward the legacy of NZFSG. His deep empathy for business owners and his understanding of the challenges and opportunities in today’s dynamic world make him an ideal fit for guiding the company into the future," Smith said.
The NZFSG community and partners are invited to meet and connect with Baden Martin at the upcoming Conference Days in February.
NZFSG remains dedicated to its mission to empower advisers to help New Zealanders achieve their financial dreams, while driving innovation and advocating the adviser community.
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