Global Financial Services

What Global Financial Services does

Global Financial Services Ltd (trading as Global Finance) is a privately-held New Zealand mortgage brokerage and insurance advisory firm founded on 5 March 1999 by Ajay Kumar. The firm acts as an intermediary between individual and small-business customers and a panel of major NZ lenders (ANZ, ASB, BNZ, Westpac) and insurers (notably AIA), arranging residential mortgages, first-home loans, refinancing, investment property finance, business/commercial/construction loans, debt consolidation, and a full insurance stack (life, trauma, TPD, mortgage protection, medical, income protection). Its flagship differentiated offering is the Mortgage Genius Plan®, a proprietary mortgage structuring methodology developed in-house in 2000 and registered as a trademark, designed to accelerate mortgage repayment without increasing monthly instalments.

The firm earns transaction-based commissions from lenders and insurers, plus ongoing trail commissions from insurance policy servicing, and does not charge fees to customers. It has built proprietary operational infrastructure including an in-house CRM and an IP telephony/call recording system that compresses interest-rate fixing turnaround from five days to five minutes. Distribution is hybrid: six physical branches across Auckland (Airport Oaks HQ, Henderson, Manukau, North Shore/Rosedale), Tauranga, and Hamilton, supplemented by phone, email, online chat, and free educational seminars — particularly targeting first-home buyers through the Kāinga Ora First Home Loan scheme.

The business is founder-led with a formalized management team (Head of Mortgages, Head of Insurance, Head of Management Strategy & Partnerships) added in 2015. It has served over 8,000 families, arranged more than $19 billion in loans and insurance cumulatively, holds an NPS of 88, and has won over 50 industry awards including recognition from ANZ, ASB, AIA, Deloitte, EY, and the Professional Advisers Association. The firm operates as a high-touch, community-anchored advisory business rather than a technology platform, with no disclosed AI/ML capability and no external funding.

Name

Global Financial Services

Legal name

Global Financial Services Ltd

Website

https://globalfinance.co.nz

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

New Zealand mortgage broker and insurance adviser founded in 1999, serving first-home buyers, homeowners, property investors, and small businesses across six North Island branches via proprietary Mortgage Genius Plan® and commission-based lender/insurer partnerships.

Ownership category

akta.pro rank

Product category

Mortgage Broking

NAICS

Mortgage and Nonmortgage Loan Brokers (52231), Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro industry

PRIMARYFSAEAEAC

Mortgage Refinance & Rate/Term Intermediation

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Mortgage Brokerage & Loan Intermediation

SECONDARYFSAEAEAB

Commercial Mortgage Brokerage

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Mortgage Brokerage & Loan Intermediation

Keywords

• Mortgage broking services
• Insurance advisory services
• First home buyer loans
• Mortgage refinancing advice
• Life insurance advice

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Broker Commissions: Commissions received from banks and lenders when arranging mortgage loans for customers. Global Finance acts as intermediary bringing borrowers to lenders.
2. Insurance Adviser Commissions: Commissions from insurance providers (AIA, and others) for placing insurance policies. The company claims 100% success rate for life insurance claims.
3. Ongoing Policy Servicing Revenue: Ongoing policy servicing, annual policy reviews and support during claim time for insurance policies, generating trail commissions from insurers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Global Financial Services is a New Zealand mortgage brokerage and insurance advisory firm that arranges home loans, refinancing, business/commercial/construction and investment property loans, and places insurance policies on behalf of individual consumers. Acting as an intermediary between customers and lenders/insurers, the firm provides free advisory consultations, ongoing policy servicing, and claims support, with its flagship product being the proprietary Mortgage Genius Plan® designed to help customers repay mortgages faster.

Product overview

Global Financial Services is a New Zealand mortgage and insurance brokerage firm operating as a single-service advisory business rather than a software platform. The company offers two core service lines: mortgage broking (encompassing first home buyer loans, refinancing, investment property, business/commercial/construction loans, and debt consolidation) and insurance advisory (including life, trauma, TPD, mortgage protection, medical, and income protection insurance). The flagship proprietary product is the Mortgage Genius Plan® (developed in-house in 2000), which helps clients pay off mortgages faster without increasing monthly payments. The company acts as an intermediary between customers and lenders/insurers, providing advisory services, loan structuring, application support, and ongoing policy servicing rather than operating a technology platform.

Differentiator

Problem solved

Functional benefit

Brands

• Mortgage Genius Plan: Proprietary mortgage repayment plan developed in-house in 2000 that helps customers pay off mortgages faster without increasing fixed loan instalments. Uses a structured approach to loan repayment aligned with customer capacity.

Products and services

• Mortgages Comprehensive mortgage broking services for New Zealand consumers covering first home buyer loans, refinancing, investment property financing, business loans, commercial loans, construction loans, and debt consolidation solutions across multiple lenders.
• Mortgage Genius Plan® An in-house developed mortgage optimisation plan designed to help customers pay off their home loan faster without increasing monthly payments. Tailors mortgage structure to the customer's personal financial needs and goals.
• First Home Buyer Loans Specialised mortgage advisory for first-time homebuyers in New Zealand, including access to the Kainga Ora First Home Loan scheme (5% deposit), KiwiSaver withdrawal guidance, and step-by-step support through the home buying process.
• Mortgage Refinancing Refinancing services that help existing homeowners secure better interest rates, access equity, consolidate debt, or restructure loans across multiple lenders for more favourable terms.
• Business Loans Commercial and business financing solutions for purchasing new businesses, franchises, or investing capital in existing operations, with potential access to lower home loan rates.
• Commercial Loans Financing for commercial property purchases including office buildings, warehouses, and other business-use properties.
• Construction Loans Specialised financing for building new homes, including land purchase funding and construction drawdown management.
• Debt Consolidation Consolidation of high-interest debts such as credit cards, hire purchases, and personal loans into a single lower-interest mortgage to reduce overall debt burden.
• Investment Property Loans Tailored mortgage solutions for property investors, including investment loan structuring to maximise returns and cash flow.
• Insurance Services Comprehensive insurance advisory covering life insurance, trauma and critical illness cover, total permanent disability insurance, mortgage protection, medical/health insurance, and income protection insurance.
• Life Insurance Financial protection providing lump-sum benefits to beneficiaries upon the policyholder's death, with ongoing policy servicing and claim support.
• Trauma & Critical Illness Insurance Coverage paying lump-sum benefits upon diagnosis of serious illnesses such as cancer, heart attack, or stroke, providing financial support during recovery.
• Total & Permanent Disability Insurance Insurance providing financial protection if the policyholder becomes totally and permanently disabled and unable to work.
• Mortgage Protection Insurance Insurance designed to protect mortgage repayments in case of illness, injury, or death, ensuring the family home is maintained.
• Medical / Health Insurance Private health insurance coverage providing access to private medical treatment, specialist consultations, diagnostic tests, and faster surgical procedures.
• Income Protection Insurance Insurance providing regular income payments if the policyholder is unable to work due to illness or injury.
• First Home Buyer Seminars Free educational workshops and seminars teaching first home buyers about deposit requirements, first home loan schemes such as Kainga Ora, Kāinga Ora eligibility, and the home buying process in New Zealand.

Quantifiable outcome

• Customers have paid off 30-year mortgages in 13 years using the Mortgage Genius Plan
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, major and notable.

• ANZ BankcoreChannel Partner/ Reseller/ DistributorGlobal Finance is a top-performing mortgage broker for ANZ Bank, winning multiple awards including Mortgage Adviser of the Year 2015, Valued Business Partner of the Year 2015 (for consistent performance over 3 years), Strategic Partnership Award 2014, Business & Commercial Adviser of Year 2013, and Mortgage Adviser of the Year 2012. They have been ranked NZ's top mortgage adviser for ANZ Bank for 4 consecutive years (2012-2015).
• ASB BankcoreChannel Partner/ Reseller/ DistributorGlobal Finance is ASB Bank's top mortgage adviser, winning the Number One Broker for New Money Advanced Award for FY 2014-15 and 2013-14 consecutively. Presented with the award by ASB Bank's General Manager of Business Banking and Retail Specialist Services.
• AIA InsurancecoreChannel Partner/ Reseller/ DistributorGlobal Finance has been ranked as NZ's top Insurance Adviser for AIA Insurance for 8 consecutive years (2008-2015). They place insurance policies and provide ongoing servicing and claims support for AIA customers.
• BNZmajorChannel Partner/ Reseller/ DistributorGlobal Finance won Best Financial Adviser Award (Mortgage & Insurance) and Best Medium Sized Business Award at BNZ INLIBA Awards 2015 and 2014.
• WestpacmajorChannel Partner/ Reseller/ DistributorGlobal Finance received multiple awards from Westpac including Excellence in Customer Service (2015), Marketing Award (2016), and were finalists in Excellence Strategy and Planning and Excellence in Marketing (November 2019).
• DeloittenotableOthersDeloitte Fast 50 Award recipient for Fastest Growing Mature Business 2016. Recognition of business growth and performance.
• EYnotableOthersFinalist in EY Entrepreneur of the Year Awards 2019 and 2021 (Founder Ajay Kumar Agarwal).
• Professional Advisers Association (PAA)notableOthersPAA Excellence Awards recognize PAA members who demonstrate client advocacy, diligence, compliance and professional development. Ajay Kumar won Mortgage Adviser of the Year 2016.
• Kainga OracoreStrategic or Co-development PartnerGlobal Finance helps customers access Kainga Ora First Home Loan scheme - a government-backed program allowing eligible first-home buyers to purchase with just 5% deposit. Not all banks participate in this scheme.

Scale indicators11 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Loan Market New Zealand: NZ franchise of the Loan Market aggregator network, providing mortgage and insurance broking through local advisers. Closely comparable operating model to Global Finance (multi-adviser firm, lender panel, free client consultations, commission revenue).
• Mortgage Lab: NZ mortgage and insurance advisory firm arranging lending and insurance products via a panel of lenders and insurers. Comparable to Global Finance's combined mortgage-plus-insurance value proposition and adviser-led GTM.
• Mike Pero Mortgages: Iconic NZ mortgage broker brand arranging residential and investment lending with a panel of lenders. Comparable to Global Finance in first-home-buyer focus, multi-region branch network, and intermediary model, but with a longer consumer brand history.
• Core Finance NZ: NZ mortgage and finance advisory offering residential and commercial lending across multiple lenders. Comparable to Global Finance on intermediary model, free consultation approach, and multi-region NZ focus.
• Squirrel Mortgages: NZ-focused digital-first mortgage broker with a panel of bank and non-bank lenders. Directly competes with Global Finance on residential mortgage brokerage, first-home-buyer support, and refinance intermediation, but differentiates with a stronger digital self-serve experience.
• iLender New Zealand: NZ mortgage broker arranging residential loans across multiple lenders. Comparable on brokerage model and first-home-buyer segment, though smaller in scale and brand recognition than Global Finance.
• Capital Group Mortgages: NZ mortgage and finance advisory firm focused on residential and investment lending. Directly comparable intermediary model to Global Finance, with overlapping bank panels and similar target segments including first home buyers.
• New Zealand Home Loans (NZHL): One of New Zealand's largest independent mortgage broker networks, offering residential and investment lending across multiple lenders. Directly comparable to Global Finance on target segments (first home buyers, investors, refinance) and business model (commission-based intermediary with bank panel access).

Broad incumbents

• ANZ Bank New Zealand: Largest NZ retail bank and one of Global Finance's core lender partners. Relevant incumbent comparator because it competes for the same mortgage customers via direct channels and could disintermediate brokers, while simultaneously being a key counterparty.
• AIA New Zealand: Major NZ life and health insurer that is both a core partner (Global Finance was AIA's top adviser for 8 consecutive years) and a broader incumbent in the insurance market Global Finance services.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC5w5B7gShoJUzq70Hdh9TPw
• Facebookfacebook.com/GFSNZ
• LinkedInlinkedin.com/company/9492207
• Xx.com/globalfinance13

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Global Financial Services