Link Financial Group
Link Financial Group is a New Zealand mortgage and insurance aggregator that provides financial advisers with multi-lender access, a proprietary CRM (Advice Link), and an AI-powered loan platform (HAILO), earning revenue through commissions and aggregation fees.
- Company typePrivate
- Founded1994
- HeadquartersAuckland, New Zealand
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Link Financial Group does
Link Financial Group (LFG) is a New Zealand mortgage and insurance aggregator headquartered in Auckland, founded in 1994 originally as Mortgage Link. The company operates as a subsidiary of New Zealand Home Loan Company Limited (NZHL) and holds a licensed Financial Advice Provider status under FSP 1004590. LFG serves financial advisers across New Zealand by aggregating access to multiple lenders and insurers, providing them with the operational infrastructure to originate and service home loan, life insurance, and general insurance products on behalf of their end clients.
The company's product suite includes branded adviser offerings under Mortgage & Insurance Link, Independent Link, and FG Link (Fire & General), supported by Advice Link, a purpose-built CRM platform available exclusively to LFG-affiliated advisers. In March 2026, LFG announced a partnership with LoanOptions.ai to introduce HAILO, an AI-powered home loan platform intended to streamline loan processing within the adviser workflow. LFG's technology stack is therefore a combination of proprietary CRM (Advice Link) and partnered AI capabilities (HAILO), rather than a fully in-house AI build.
LFG's business model is commission-driven, with advisers paying aggregation fees and service charges on top of lender/insurer commissions routed through LFG. The company employs between 51 and 100 people and does not publicly disclose revenue or profitability figures. Its strategic posture reflects a mature aggregator focused on workflow integration, multi-product breadth, and selective technology partnerships rather than aggressive expansion or fundraising activity.
Link Financial Group firmographics
Firmographics- Name
- Link Financial Group
- Legal name
- Link Financial Group 2022 Ltd
- Website
- https://lfg.co.nz
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Link Financial Group is a New Zealand mortgage and insurance aggregator that provides financial advisers with multi-lender access, a proprietary CRM (Advice Link), and an AI-powered loan platform (HAILO), earning revenue through commissions and aggregation fees.
- Ownership category
- akta.pro rank
Link Financial Group industry classification
Industry- Product category
- Mortgage and Insurance Aggregation Services
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231), Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Loan Brokers (6163), Insurance Agents, Brokers & Service (6411), Mortgage Bankers & Loan Correspondents (6162), Investment Advice (6282)
- akta.pro primary industry
- Mortgage & Loan Introducers (Residential & Commercial) (FSAEAMAA)
- akta.pro secondary industries
- Lead Generation, Comparison & Marketplace Platforms (Financial Products) (FSAEAMAM), Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)
Keywords
Where Link Financial Group is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
Link Financial Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Lender Commission: Link Financial Group and its advisers receive commissions from lenders when clients implement lending products. The commission amount is based on the amount of lending and is disclosed when advice is provided.
- Insurance Commission: For life insurance and health insurance products, LFG and advisers receive commissions from insurance companies based on the premium amount associated with the cover.
- Aggregation Fees: Monthly aggregation fees charged to advisers. Fee options range from 0% commission split with a monthly aggregation fee to no monthly fee and a larger commission split.
- Service Fees: Fees charged for specific services: up to $1000 if client decides not to proceed with an approval after lender has been approached, and up to $1500 if loan is repaid or refinanced within two years without giving the adviser opportunity to assist with refinance. Insurance cancellation fees also apply.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Commission-based adviser model with flexible fee options |
| Other | Multi-year contract | Mortgage lending planning fee |
| Other | Pay-as-you-go | Loan non-proceeds fee |
| Other | Multi-year contract | Loan early repayment fee |
| Other | Multi-year contract | Insurance cancellation fee |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Link Financial Group product offering
Product offeringCore offering
Link Financial Group is a New Zealand mortgage and insurance aggregator that provides financial advisers with a compliance-backed platform, aggregation services under its Financial Advice Provider (FAP) licence, and access to lender and insurer networks. It offers both branded (Mortgage & Insurance Link) and own-brand aggregation models, supported by the proprietary Advice Link CRM and the AI-powered HAILO digital home loan platform integrated via partnership with LoanOptions.ai.
Product overview
Link Financial Group operates as a New Zealand mortgage and insurance aggregator serving financial advisers. The company offers a platform-plus-services model consisting of Advice Link, their proprietary CRM platform with built-in compliance tools and six-step advice workflow, complemented by the HAILO AI-powered digital home loan platform (via partnership with LoanOptions.ai). The portfolio includes branded aggregation options (Mortgage & Insurance Link) and independent adviser support (Independent Link), covering residential mortgages and commercial/Fire & General insurance products.
Differentiator
Problem solved
Functional benefit
Products and services
- Advice Link CRM Proprietary CRM platform purpose-built in New Zealand for financial advisers, featuring built-in compliance tools, a structured six-step advice workflow, audit and file review capabilities, online client applications, and inbuilt Statement of Advice functionality. Available only to LFG advisers.
- HAILO Digital Home Loan Platform AI-powered mortgage application platform that captures client data, documents, and verification in minutes. ISO27001-certified. Reduces manual onboarding by up to 80%. Deployed across LFG's adviser network via partnership with LoanOptions.ai.
- Mortgage & Insurance Link Branded Aggregation Branded aggregation service allowing advisers to operate under the Mortgage & Insurance Link brand, gaining brand exposure, marketing support, lead generation, and access to LFG's full ecosystem (Advice Link CRM, compliance support, lender/insurer panel). Suitable for new advisers or those seeking brand backing.
- Independent Link (Own-Brand Aggregation) Aggregation service for advisers who want to retain their own brand while accessing LFG's aggregation services, Advice Link CRM (with custom branding on documents), compliance support, and lender/insurer network. Advisers can operate under the LFG FAP licence or use their own.
- FG Link (Fire & General Insurance Referral) Fire & General insurance referral and solutions service enabling advisers to ring-fence clients and offer expert commercial and fire & general insurance advice through a recognised brand within the LFG ecosystem.
Quantifiable outcome
- Reduction in manual onboarding time of up to 80% through HAILO platform integration
Companies that use Link Financial Group
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles5 records
Link Financial Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature3 records
Link Financial Group partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- LoanOptions.aicoreLink Financial Group signed a commercial partnership with Australian fintech LoanOptions.ai to deploy its HAILO digital home loan platform across LFG's adviser network. HAILO is an ISO27001-certified AI-powered system that captures client data, documents, and verification in minutes, reportedly reducing manual onboarding by up to 80%. The deal positions LFG as HAILO's first aggregator partner in the New Zealand market, with integration planned into LFG's existing Advice Link platform.
- Lenders (various)coreLFG works with multiple lenders including ANZ, ASB, Westpac, Kiwibank, Heartland Bank, BNZ, SBS Bank, and many others. Advisers provide recommendations on mortgage and lending products from these providers.
- Insurance Providers (various)coreLFG provides advice on insurance products from providers including AIA, Asteron, Partners Life, Southern Cross Health Insurance, Fidelity Life, Tower, Vero, Zurich, and many others. Commission is received from these insurers when policies are implemented.
- The New Zealand Home Loan Company Limited (NZHL)coreLFG is part of NZHL group. NZHL and affiliated companies share, collect, use, disclose and protect personal information with each other. Advice Link (NZ) Limited, which provides the CRM platform, forms part of NZHL. NZHL comprises multiple entities including The New Zealand Home Loan Company Limited, Advice Link (NZ) Limited, Insurance Link General Limited (trading as FG Link), Link Advisory Services Limited, and NZHL Mortgage Advisory Limited.
- FG Link (Insurance Link General Limited)coreFG Link (trading as Insurance Link General Limited) provides Fire & General Insurance solutions as part of the Link Financial Group ecosystem. Address: Unit D, 1/1 Antares Place, Rosedale, Auckland 0632.
Scale indicators2 records
Recent moves5 records
Expansion highlights3 records
Link Financial Group competitors and assessment
Company assessmentDirect peers
- Squirrel Mortgages: New Zealand mortgage broker and aggregator with a digital-first platform. Highly comparable to LFG as both operate in the NZ adviser aggregation and mortgage intermediation space, although Squirrel has tilted more toward fintech and direct consumer channels.
- Loan Market NZ: New Zealand arm of Australian-headquartered Loan Market Group, operating as a mortgage aggregator and adviser network. Directly comparable to LFG in the franchised/aggregated adviser model with multi-lender access.
- Crackerjack Financial Services: New Zealand financial adviser group and aggregator offering adviser support and product access across lending and insurance. Comparable to LFG as a New Zealand-based intermediary serving independent advisers with shared services and lender/insurer panels.
- Mortgage Express: A long-standing New Zealand mortgage aggregator serving adviser networks. Directly comparable to LFG in the aggregation model, adviser support, and lender access, and is one of the principal competitors in the NZ adviser aggregation market.
- Adviser Choice: New Zealand adviser support and aggregation business providing compliance, CRM and lender access to advisers. Directly comparable to LFG's own brand and compliance-bundled aggregation model.
- The Adviser Cooperative: New Zealand adviser cooperative offering aggregation services, compliance support and a member platform. Comparable to LFG as a New Zealand-based intermediary serving independent financial advisers with shared services.
Regional players
- Mortgage Choice: Australian mortgage broker franchise network. Comparable to LFG's branded-adviser distribution model, with a similar aggregation-style structure, though operating primarily in the Australian market rather than NZ.
- Astute Financial Management: Australian financial advice and mortgage aggregator network. Comparable to LFG in offering advisers aggregation, compliance, and product access across lending and insurance, though primarily serving the Australian market.
Emerging players
- Midwinter Financial Services: Australian financial advice technology platform supporting advisers with CRM, compliance and investment research tooling. Comparable to LFG's Advice Link CRM as a technology-enabled aggregation/advice platform, particularly relevant given LFG's AI/CRM roadmap.
- LoanOptions.ai: Australian fintech and developer of the HAILO AI-powered mortgage platform that LFG has partnered with. Comparable as an emerging digital mortgage origination technology provider; partially overlapping with LFG through the HAILO integration.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Link Financial Group social profiles
Digital presenceLink Financial Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Link Financial Group leadership team
Management profileNumber of profiles
Profiles12 records
Link Financial Group subsidiaries and ownership
Company hierarchySubsidiaries3 records
Link Financial Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Link Financial Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Link Financial Group
What does Link Financial Group do?
Link Financial Group is a New Zealand mortgage and insurance aggregator that provides financial advisers with a compliance-backed platform, aggregation services under its Financial Advice Provider (FAP) licence, and access to lender and insurer networks. It offers both branded (Mortgage & Insurance Link) and own-brand aggregation models, supported by the proprietary Advice Link CRM and the AI-powered HAILO digital home loan platform integrated via partnership with LoanOptions.ai.
Is Link Financial Group a public or private company?
Link Financial Group is a private company. It is classified as corporate owned and is currently operating.
When was Link Financial Group founded?
Link Financial Group was founded in 1994. It employs 51 to 100 people.
Where is Link Financial Group based?
Link Financial Group is headquartered in Auckland, New Zealand, in the Oceania region.
How does Link Financial Group make money?
Four revenue lines are on record. Lender Commission is the primary driver. The others are insurance Commission, aggregation Fees and service Fees.
Who are Link Financial Group's main competitors?
Direct peers on record are Squirrel Mortgages, Loan Market NZ, Crackerjack Financial Services, Mortgage Express, Adviser Choice and The Adviser Cooperative. Regional players are Mortgage Choice and Astute Financial Management. Emerging players are Midwinter Financial Services and LoanOptions.ai.
Does Link Financial Group have an API?
No public API is recorded for Link Financial Group.
What industry is Link Financial Group in?
Link Financial Group's product category is Mortgage and Insurance Aggregation Services. Its primary akta.pro industry code is FSAEAMAA, Mortgage & Loan Introducers (Residential & Commercial), with a secondary code of FSAEAMAM, Lead Generation, Comparison & Marketplace Platforms (Financial Products). Its NAICS code is 52231 and its SIC code is 6163.