NZFSG appoints Baden Martin as CEO

| Jan 30 - 1 min read

New Zealand Financial Services Group (NZFSG) has announced the appointment of prominent industry figure Baden Martin as its CEO, effective February 19.

Previously the head of mortgage adviser distribution at ANZ, Martin has over a decade of experience in the adviser channel. 

Known for his passion for both advisers and their clients, the aggregator said that Martin would bring a “fresh perspective” to the business.  Celebrated as a “dynamic leader”, he is deeply committed to reshaping and transforming traditional practices in the industry, NZFSG said.


Referring to the Martin’s appointment as marking a “new era of innovation, technology advancement and leadership in the company”, NZFSG said that it would build upon the solid foundation laid by outgoing CEO, now chairman, Brendan Smith.

Baden Martin (pictured above) said that he was “thrilled” to join the NZFSG team and support advisers as the business embraces 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,” Martin said.

NZFSG said that Martin’s appointment was at a pivotal moment for the business, as it seeks to expand and innovate in the financial service industry.  Martin’s  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, it said.

Sam White, executive chairman of NZFSG and LMG said that its decision to welcome Martin as CEO reflected NZFSG’s “commitment to forward thinking leadership and innovation”. 

"Baden's expertise in digital transformation and his vision for the future are perfectly aligned with our ambitions for 2024 and beyond,” White said.

“He is not just a leader but a strong advocate for the adviser community.”

NZFSG chairman Brendan Smith described Martin as “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.

Martin joined ANZ New Zealand in 2003, has two decades of experience with the bank, most recently as the head of mortgage adviser distribution. 

NZFSG invites advisers and industry partners to meet and connect with Martin at its upcoming Conference Days in February.

The aggregator said that it remained dedicated to its mission to empower advisers to help New Zealanders achieve their financial dreams, while driving innovation and advocating the adviser community.

First published via MPA 

| Jan 30 - 1 min read