What Lifetime does

Lifetime is a New Zealand privately-held financial advisory firm operating under Lifetime Group Holdings Limited, headquartered at 520 Colombo Street in Christchurch with twelve offices spanning Auckland to Invercargill. The firm delivers personalised financial advice across personal and business segments, with the personal arm covering KiwiSaver, home loans, personal and general insurance, retirement and financial planning, and investments, and the business arm covering business insurance, group and employee benefits, accounting and business advisory, and specialist property accounting (including chattels valuations and depreciation). Service delivery is anchored by a nationwide network of licensed advisers providing face-to-face consultations, supplemented by the MyLifetime client portal and a separate investment portal for authenticated account access.

The underlying technology stack centres on standard third-party platforms rather than proprietary systems: the MyLifetime portal and an investment portal (powered by a myfinance-hub.com.au platform) provide client self-service; CloudCheck handles electronic identity verification via secure link; Salesforce Marketing Cloud manages email and client communications; and the public website runs on SilverStripe. There is no disclosed proprietary AI/ML capability, no published APIs or SDKs, and no research-grade data assets; the firm's differentiated assets are its adviser network, brand, and content library (blog, guides, calculators, and the 'Dream Days' community initiative).

Revenue is generated through professional advisory fees across the full service portfolio, supplemented by accounting and business advisory engagements. Pricing is quote-based rather than tiered: fees are set individually during initial consultations based on service complexity, with no public rate card or standardised pricing model. The go-to-market is sales-led and relationship-driven, executed through twelve regional offices, content marketing, and direct adviser onboarding, with no intermediaries, distributors, or resellers in the chain. The firm is AML/CFT- and Privacy Act-compliant and serves exclusively the New Zealand market.

Name

Lifetime

Legal name

Lifetime Group Holdings Limited

Website

https://lifetime.co.nz

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Lifetime is a New Zealand private financial advisory firm offering personalised personal and business financial advice, including KiwiSaver, insurance, home loans, investments, retirement planning, and accounting, delivered through twelve regional offices and a national adviser network.

Ownership category

akta.pro rank

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices13 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Financial Advisory Services: Lifetime generates revenue through providing personalized financial advice across multiple service areas including KiwiSaver, home loans, personal insurance, investments, and financial planning. Revenue is derived from advisory fees for comprehensive financial planning services tailored to individual client circumstances and life stages.
2. Accounting & Business Advisory: Business advisory services including accounting, property accounting, business insurance, and group/employee benefits. Revenue generated from accounting fees and advisory service charges for business clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Lifetime is a New Zealand-based financial advisory firm that provides personalised financial advice and related services across both personal and business segments. Its personal advice covers KiwiSaver, home loans, personal and general insurance, retirement planning, financial planning, and investments; its business advice covers business insurance, group and employee benefits, accounting and business advisory, and specialist property accounting. Services are delivered through a nationwide network of 12 adviser offices supported by the MyLifetime client portal.

Product overview

Lifetime is a New Zealand-based financial advisory firm offering a unified financial advice platform spanning personal and business financial services. Its personal advice arm covers KiwiSaver, home loans, personal insurance, general insurance, retirement planning, financial planning, and investments, while its business advice division provides business insurance, group and employee benefits, and accounting and business advisory services including specialist property accounting. Dream Days is a community initiative sub-brand supporting terminally ill children. The MyLifetime client portal provides authenticated access to accounts and portfolio information. All services are delivered through a network of financial advisers across multiple New Zealand locations.

Differentiator

Problem solved

Functional benefit

Brands

• MyLifetime: Client portal for Lifetime customers to access their financial information and manage their accounts.

Products and services

• Personal Advice Personalised financial advisory services covering multiple life stages, encompassing KiwiSaver, home loans, personal insurance, general insurance, retirement planning, financial planning, and investment advice for individuals.
• KiwiSaver
• Home Loans
• Personal Insurance
• General Insurance
• Retirement Planning
• Financial Planning
• Investments
• Business Advice
• Business Insurance
• Group & Employee Benefits
• Accounting & Business Advisory
• Property Accounting
• MyLifetime Client Portal

Quantifiable outcome

• 4.7/5 Overall Client Satisfaction rating
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

19 partnerships are on record, tiered minor and core.

• SBS BankminorOthersPartner financial institution shown in partner logos section on website footer. Nature of partnership likely involves banking products or referral arrangements.
• FidelityminorOthersPartner financial services company shown in partner logos. Likely provides investment management or platform services.
• Perpetual GuardianminorOthersPartner trustee and investment services company shown in logos. Provides managed funds and trustee services.
• WestpacminorOthersMajor bank partner shown in logos. Likely provides banking products and lending services to clients.
• AIA New ZealandminorOthersLife insurance provider partner shown in logos. Provides insurance products recommended to clients.
• AMPminorOthersFinancial services company partner shown in logos. Provides wealth management and insurance products.
• Co-operative BankminorOthersBanking partner shown in logos. Provides banking services.
• Southern CrossminorOthersHealth insurance provider partner shown in logos. Provides health insurance products.
• Asteron LifeminorOthersLife insurance provider partner shown in logos. Provides life and income protection insurance.
• ASB BankminorOthersMajor bank partner shown in logos. Provides banking and lending services.
• BoosterminorOthersInvestment and savings provider partner shown in logos.
• BNZminorOthersBank partner shown in logos. Provides commercial and retail banking services.
• ANZ BankminorOthersMajor Australian-owned bank partner shown in logos. Provides comprehensive banking services.
• ConsiliumcoreTechnology or IntegrationConsilium provides independent advisory services and platform services for managing client investment portfolios. A May 2025 announcement revealed that FirstCape is acquiring Consilium, with Lifetime clarifying this means 'business as usual' for their clients.
• Partners LifeminorOthersLife and health insurance partner shown in logos.
• Fisher FundsminorOthersInvestment management partner shown in logos.
• nibminorOthersHealth and travel insurance provider partner shown in logos.
• ChubbminorOthersGeneral insurance provider partner shown in logos.
• AccurominorOthersHealth insurance specialist partner shown in logos.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Milford Asset Management: NZ active investment manager with a strong KiwiSaver and retail wealth offering — competes head-to-head with Lifetime's investment advisory and KiwiSaver product positioning.
• Fisher Funds: NZ fund manager with KiwiSaver and wealth offerings — appears as a Lifetime investment partner but also operates direct-to-consumer channels that compete for the same end-clients.
• Craigs Investment Partners: NZ wealth management and investment advisory firm serving private clients with KiwiSaver, investment, and retirement advice — overlapping with Lifetime's personal advisory segment across the same client types.
• Forsyth Barr: A long-established New Zealand investment and financial advisory firm with nationwide adviser coverage across KiwiSaver, shares, retirement planning, and insurance — directly comparable to Lifetime in offering breadth and distribution model.
• Booster: NZ KiwiSaver and investment provider that is both a Lifetime partner and a direct rival — competes with Lifetime's KiwiSaver advisory by offering direct schemes that bypass the adviser layer.
• Jarden: NZ-headquartered investment and advisory group offering wealth management, research, and KiwiSaver advice — comparable full-service financial advisory positioned in the same domestic market.
• Consilium: NZ independent investment platform and advisory firm, currently being acquired by FirstCape — provides portfolio administration services that Lifetime's advisers rely on, making it both a critical partner and a direct competitive platform.
• FirstCape: NZ financial advice firm currently acquiring Consilium (Lifetime's core platform partner) — directly comparable adviser business and now an emerging competitive threat on Lifetime's platform and distribution layers.

Broad incumbents

• AMP: Large Australasian financial services conglomerate with NZ wealth, KiwiSaver, and insurance arms — overlaps with Lifetime across multiple product lines but competes primarily as a product manufacturer and large-platform incumbent.
• ANZ Wealth (ANZ Bank New Zealand): Major NZ bank with wealth, KiwiSaver, and insurance offerings — a Lifetime banking partner but also a direct competitor in wealth distribution given its captive adviser and branch network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lifetime