Baden Martin steps down as NZFSG CEO
After two years as NZ Financial Services Group's chief executive Baden Martin has decided to leave the company.
Wednesday, November 12th 2025, 3:00PM
Martin, formerly the head of third party distribution at ANZ, finishes at NZFSG on December 24. Loan Market adviser and longtime NZFSG member Bruce Patten will take over after a six week handover.
Patten has part of NZFSG since 2002 building his Loan Market business into one which has consistently been in the top 1%. It is known for its strong team culture, consistency and client focus.
The NZFSG board says the transition has been planned and part of its long-term leadership and succession strategy.
Martin has led NZFSG through a complex and changing environment, helping usher in new regulation, navigate shifts in lender and insurance models, and strengthen the foundations of our business.
NZFSG chairman Brendon Smith says the transition marks a natural next step for the business: “The transition reflects the strength and maturity of the business as it enters the next chapter of growth and innovation to help advisers win."
“This decision was made collaboratively, with the full support of the board, and with continuity for advisers, partners and staff front of mind.”
As chief executive and managing director, Patten will lead NZFSG’s strategy and operations across New Zealand, working closely with advisers, lender and insurance partners, and the corporate team to drive growth and strengthen the adviser experience.
“He brings deep industry experience, authentic leadership and an adviser-first perspective,” Smith says.
“He understands what it takes to build a successful business and has the respect of advisers, partners and the wider industry.”
Smith says the departure is all very amicable and it is something that has been in discussion "for a wee while".
"For all parties it seemed like time for a change," he said.
Smith said Martin had led the group, the biggest aggregation group in New Zealand, through a period of significant change and done "a fantastic job".
"I know the job is incredibly demanding."
Patten has been exiting his own business and his appointment as CEO is "not an interim appointment," he says.
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