Mortgage Link

What Mortgage Link does

Mortgage Link is a New Zealand mortgage advisory network operating as a national franchise of 40+ independently owned offices under the Link Financial Group 2022 Ltd licence. Founded in the early 1990s, it is one of the first mortgage adviser groups established in New Zealand and serves consumers across the full mortgage lifecycle — first home purchase, refinancing, investment property, commercial lending, and equity release — by intermediating between borrowers and a panel of over 30 lenders including all major NZ banks (ANZ, ASB, BNZ, Kiwibank, Westpac), non-bank lenders, and international banks. The business is part of The New Zealand Home Loan Company Limited (NZHL) parent group and operates alongside sister companies Insurance Link (personal risk insurance), FG Link (commercial insurance), and partner brand Movinghub (utility connections).

The underlying technology platform is the proprietary Advice Link CRM, purpose-built by advisers for advisers to manage client data, online applications, Needs Analysis, and Record of Advice generation supporting FMA compliance. Customer acquisition occurs through a multi-channel approach including the national 0800 phone line, an online application portal at advicelink.co.nz, in-person consultations across the office network, and cross-referrals from sister companies. No public API, SDK, or partner-facing integrations are offered.

Revenue is generated primarily via commission from lenders on successful loan settlements, with secondary fee-based revenue when lenders do not pay commission and a penalty fee structure (up to $2,250) for early refinancing within 28 months. The combined adviser network of 120+ across Mortgage Link and Insurance Link has cumulatively helped over 80,000 New Zealanders, and the mortgage adviser industry in NZ writes approximately 40% of all home loan business nationally.

Name

Mortgage Link

Legal name

Link Financial Group 2022 Ltd

Website

https://mortgagelink.co.nz

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Mortgage Link is a New Zealand mortgage advisory network of 40+ independently operated offices intermediating between consumers and over 30 lenders, supported by the proprietary Advice Link CRM and cross-referral partnerships with sister insurance brands.

Ownership category

akta.pro rank

Product category

Mortgage Advisory

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Activities Related to Credit Intermediation (5223)

SIC

Loan Brokers (6163)

akta.pro primary industry

Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)

akta.pro secondary industries

Commercial Mortgage Brokerage (FSAEAEAB), Mortgage & Loan Introducers (Residential & Commercial) (FSAEAMAA), Mortgage Lead Generation & Marketing Intermediaries (FSALABAI)

Keywords

• Mortgage advisory services
• Home loan brokerage
• Personal lending advice
• Insurance advisory
• Commercial finance broking

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Commission from Lenders: Mortgage Link advisers receive commission from lenders for successful loan applications. The commission amount is based on the loan amount. This is the primary revenue model with no cost to the client.
2. Mortgage Planning Fees: In situations where a lender does not pay commission, a fee is charged based on time required to obtain loan approval. When a client obtains approval but decides not to proceed, a fee of up to $2,250 is payable.
3. Service Fee on Early Refinance: If a client repays or refinances within 28 months of loan advancement without giving Mortgage Link the opportunity to assist, a fee of $150 per hour (maximum $2,250) is charged.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Mortgage Link operates a national network of independently owned mortgage advisory firms across New Zealand, helping consumers and businesses access home loans, personal loans, commercial finance, and insurance products from a wide panel of banks and non-bank lenders. Advisers guide clients through loan structuring, application, refinancing, and ongoing reviews.

Product overview

Mortgage Link is a 100% New Zealand owned and operated network of mortgage advisory firms, established in the early 1990s, with over 40 offices nationwide. The company operates as a financial services umbrella offering three core service pillars: (1) Mortgage Services covering home loans, refinancing, commercial lending, and equity release across various property types; (2) Personal Loans including debt consolidation, vehicle finance, and holiday loans; and (3) Insurance Services encompassing life, trauma, income protection, medical, disability, travel, mortgage protection, and home insurance. The offering is extended through partner brands including FG Link (commercial and Fire & General Insurance) and Movinghub (utility connections), while advisers are supported internally by the Advice Link CRM platform for case management and compliance. The company works with relationships with nearly all major New Zealand lenders and provides calculators and educational resources for clients.

Differentiator

Problem solved

Functional benefit

Brands

• Insurance Link: Specialist insurance advisers providing risk management advice and insurance quotes.
• FG Link
• Movinghub

Products and services

• Mortgage Services Mortgage advisory and brokerage covering first home purchases, next home/upgrading, investment properties, renovations, holiday homes, building projects, refinancing, refixing, commercial properties, and equity release.
• Personal Loans Personal lending services including debt consolidation, holiday loans, and vehicle/automotive finance arranged through the adviser network.
• Insurance Services Risk management and insurance advisory covering life insurance, trauma insurance, income protection, medical insurance, disability insurance, travel insurance, mortgage protection, and home insurance.
• FG Link Commercial and General Insurance Commercial and Fire & General Insurance solutions covering domestic insurance (house and contents, private motor, landlord insurance) and business insurance (material damage, business interruption, commercial motor, contract works, mobile plant and equipment, liability, professional indemnity).

Quantifiable outcome

• 40% of all home loan business in New Zealand written by mortgage advisers
• +1 more outcomes

Named customers4 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• Link Home LoansminorChannel Partner/ Reseller/ DistributorPartner brand under Link Financial Group providing mortgage advisory services.
• FG LinkcoreStrategic or Co-development PartnerSister company under Link Financial Group providing commercial and fire/general insurance. Cross-refers commercial clients needing mortgage finance and vice versa.
• Insurance LinkcoreStrategic or Co-development PartnerSister company providing personal risk insurance (life, income protection, trauma, medical). Cross-refers clients needing mortgage advice and provides holistic financial planning.
• MovinghubminorGTM or Marketing PartnerNew Zealand's leading moving services company providing free utility connection services. Referred to Mortgage Link clients who need mortgage services when moving homes.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• New Zealand Home Loans (NZHL): NZHL is Mortgage Link's parent company and operates a similar mortgage adviser network across New Zealand with its own adviser base. Direct functional overlap in mortgage advisory and brokerage services with very similar operating model.
• Mike Pero Mortgages: One of the largest and most recognized mortgage broker brands in New Zealand, offering residential and commercial lending advice across multiple lenders. Closely comparable in business model, target customer (first home buyers, refis), and channel approach.
• Squirrel Mortgages: New Zealand mortgage broker offering adviser-led home loan services with access to multiple lenders. Targets similar retail customers (first home buyers, refinancers) with a comparable commission-based revenue model.
• Loan Market NZ: Australian-headquartered mortgage broker franchise operating in New Zealand with a network of advisers. Directly comparable business model aggregating home loan customers across multiple lender partners.
• Mortgage Express: New Zealand mortgage broker service providing residential and commercial loan advice via a network of advisers. Comparable scale and operating model to Mortgage Link's adviser network.

Emerging players

• Tony Alexander Mortgages: Independent mortgage advisory service in New Zealand offering mortgage broker services. Smaller scale but directly comparable in function, serving similar residential borrower segments.

Broad incumbents

• ANZ Bank New Zealand: One of NZ's largest banks and a key lending partner to Mortgage Link. As a broad incumbent, ANZ also offers direct mortgage products and competes for the same borrower customers through its own channels.
• Westpac New Zealand: Major NZ trading bank that is both a Mortgage Link lending partner and a direct competitor for home loan customers through its own branch and digital channels.

Others

• Trade Me: New Zealand's leading online marketplace, which has expanded into property listings and adjacent financial services. Adjacent ecosystem participant that intersects with home-buying journeys though not a direct mortgage competitor.
• Harcourts NZ: Large New Zealand real estate agency network. While not a mortgage broker, Harcourts refers clients needing mortgage advice and competes for the same end-customer wallet at the point of property transaction.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mortgagelinknz

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries4 records

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 Mortgage Link