Insurance Link

What Insurance Link does

Insurance Link is a New Zealand-based insurance advisory network operated under Link Advisory Services Limited, a trading entity within the Link Financial Group 2022 Limited (LFG) corporate umbrella that sits beneath The New Zealand Home Loan Company Limited (NZHL). The business runs a nationwide network of more than 120 independent insurance advisers across all New Zealand regions, serving individual consumers, families, and small-to-medium businesses with personal, business, and asset-protection insurance. Since 1991, the combined Insurance Link and Mortgage Link adviser group has helped more than 80,000 New Zealanders.

The product portfolio spans eight personal insurance lines (Life, Medical, Income Protection, Mortgage Protection, Trauma, Disability/TPD, Travel, and Home) and six business lines (Public and Professional Liability, Business Interruption, Key Person, Shareholder Protection, Cyber, and Premises and Equipment), with KiwiSaver advisory and fire-and-general cover available through adjacent group entities. Insurance Link's underlying technology is the proprietary Advice Link CRM, built by advisers for advisers to hold client data, run needs analysis, generate Statements of Advice, manage compliance, and support task workflows. The business is integrated with sister brands Mortgage Link (home loan advisory) and FG Link (fire and general insurance), creating a multi-product financial advisory ecosystem under the NZHL group.

Revenue is generated primarily through commission arrangements with nine major New Zealand insurers, including AIA, Asteron Life, NIB NZ, Fidelity Life, Partners Life, Accuro, Sovereign, Tower Insurance, and Southern Cross. The go-to-market is distribution-led: customers identify advisers through the website's region-and-segment finder tool, with supporting channels including content marketing, regional email newsletters, social media promotion, and referral pathways from Mortgage Link. The head office sits in Rosedale, Auckland, with 11-50 corporate employees supporting a much wider independent adviser base. Regulatory standing is maintained via the Financial Markets Authority licence held by Link Financial Group 2022 Ltd (FSP 1004590), with the business fully transitioned to the Financial Advice Provider regime that came into force in March 2021.

Name

Insurance Link

Legal name

Link Advisory Services Limited t/a Insurance Link

Website

https://insurancelink.co.nz

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Insurance Link is a New Zealand insurance advisory network operating a nationwide network of 120+ independent advisers serving individuals, families, and SMBs with personal, business, and asset-protection insurance via commission-based placements with major local insurers.

Ownership category

akta.pro rank

Product category

Insurance Advisory Services

NAICS

Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311), Accident & Health Insurance (6321), Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industries

Key Person Disability Insurance (FSAIAIAK), Insurance Leads, Introducers & Referral Networks (FSAEAMAB), Risk Management & Insurance Advisory for Families (FSAAADAK)

Keywords

• Insurance advisory services
• Personal insurance products
• Business insurance coverage
• Insurance adviser network
• Life and health insurance

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Advisory Services: Insurance Link generates revenue through commission arrangements with insurance providers. The company connects customers with appropriate insurance products through its network of advisers, earning commissions from the insurers they place business with.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Insurance Link operates a nationwide network of quality insurance advisers who connect New Zealand consumers and businesses with personal, business, and home/assets insurance products from major insurers. Advisers provide tailored advice, ongoing policy reviews, and claims support, distributing products across life, health, income protection, trauma, disability, travel, home, business liability, business interruption, key person, shareholder protection, cyber, and premises and equipment insurance lines. The company also offers KiwiSaver services and partners with FG Link for fire and general insurance.

Product overview

Insurance Link is a network of quality insurance advisers operating across New Zealand, offering a comprehensive portfolio of personal and business insurance products. The personal insurance suite includes Life Insurance, Medical Insurance, Income Protection, Mortgage Protection, Trauma Insurance, Disability Insurance (TPD), Travel Insurance, and Home Insurance. The business insurance portfolio encompasses Public & Professional Liability, Business Interruption, Key Person Insurance, Shareholder Protection Insurance, Cyber Insurance, and Premises & Equipment coverage. The company also offers KiwiSaver services and partners with FG Link for fire and general insurance products. Insurance Link provides advisers with access to a proprietary CRM platform called Advice Link for client management, and operates under the Link Financial Group 2022 Limited parent organization.

Differentiator

Problem solved

Functional benefit

Brands

• FG Link: Fire and general insurance advisory services offered through Insurance Link General Limited, specializing in asset-based cover including home, contents, and car insurance.

Products and services

• Life Insurance

Quantifiable outcome

• Over 80,000 New Zealanders helped by advisers
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core and flagship.

• AIAcoreOthersInsurance provider partner. Insurance Link advisers have access to AIA insurance products to provide to their clients for life and health insurance needs.
• Asteron LifecoreOthersLife insurance provider partner. Asteron Life provides life and health insurance products through Insurance Link advisers. Asteron Life is also referenced in client testimonial videos.
• NIB NZcoreOthersHealth insurance provider partner. NIB provides health insurance products distributed through Insurance Link's adviser network.
• Fidelity LifecoreOthersLife insurance provider partner. Fidelity Life offers life and health insurance solutions available through Insurance Link advisers.
• Partners LifecoreOthersLife and health insurance provider partner. Partners Life products are available through Insurance Link's adviser network.
• Accuro Health InsurancecoreOthersHealth insurance provider partner. Accuro provides health insurance options distributed through Insurance Link advisers.
• SovereigncoreOthersInsurance provider partner. Sovereign offers life and health insurance products available through Insurance Link advisers.
• Tower InsurancecoreOthersGeneral insurance provider partner. Tower Insurance provides property and general insurance products. Insurance Link has a referral arrangement with Tower for mortgage insurance referrals.
• Southern Cross Health InsurancecoreOthersHealth insurance provider partner. Southern Cross is a major health insurer in New Zealand with products available through Insurance Link advisers.
• Mortgage LinkflagshipStrategic or Co-development PartnerInsurance Link is linked to Mortgage Link, a trusted New Zealand brand offering quality mortgage advice since 1991. The combined group includes over 120 advisers who have helped over 80,000 New Zealanders. Mortgage Link provides referral pathway for insurance services.
• FG Link (Insurance Link General Limited)flagshipStrategic or Co-development PartnerPart of the Link Financial Group, FG Link (Insurance Link General Limited) specializes in fire and general insurance (home, contents, car insurance), complementing Insurance Link's personal and business insurance offerings.
• NZHL (New Zealand Home Loan Company Limited)flagshipStrategic or Co-development PartnerInsurance Link is part of The New Zealand Home Loan Company Limited (NZHL). NZHL and its related companies form the Link Financial Group that provides financial advice services including home loans, KiwiSaver, and insurance.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• AMP New Zealand: Large Australian-headquartered wealth and insurance group operating in NZ through financial advisers and distribution partners. Offers life insurance, KiwiSaver, and wealth products through similar channels to Insurance Link, but at significantly larger scale and with proprietary products.
• Aon New Zealand: Global insurance brokerage and risk advisory firm with a substantial NZ presence serving commercial and personal clients. Comparable as a multi-carrier insurance intermediary, though Aon's NZ operations skew toward corporate and commercial risk rather than personal lines where Insurance Link is strongest.
• Marsh New Zealand: Global insurance broker and risk adviser with NZ operations covering commercial, construction, and specialty insurance placement. Comparable to Insurance Link as a third-party insurance intermediary, but focused on corporate clients and complex commercial risks.

Emerging players

• AA Insurance New Zealand: NZ general insurer (joint venture with Suncorp) selling home, contents, and car insurance directly to consumers and through partners. Represents the direct-to-consumer channel that competes with Insurance Link's distribution model, particularly for home and contents lines offered via FG Link.
• Tower Insurance: NZ-listed general insurer offering home, contents, vehicle, and small business insurance. Comparable as an insurance partner/customer-acquisition channel; Insurance Link already has a referral arrangement with Tower for mortgage-related general insurance.

Others

• Partners Life: NZ specialist life and health insurer distributing primarily through adviser networks including Insurance Link. Functions as both a carrier partner and an indirect competitor whose products are placed via Insurance Link's adviser channel.

Direct peers

• Forsyth Barr: New Zealand-owned investment and financial advisory firm offering personal insurance, KiwiSaver, and wealth advice across NZ. Highly comparable to Insurance Link as a multi-region NZ advisory network distributing third-party insurance and investment products through salaried and contracted advisers.
• Rothbury Insurance Brokers: One of New Zealand's largest insurance brokerages, offering personal, commercial, and lifestyle insurance through a nationwide adviser presence. Directly comparable to Insurance Link in business model and product breadth, with stronger commercial lines emphasis.
• Lifetime Group: New Zealand financial advisory group offering insurance, KiwiSaver, mortgages, and investment advice through a nationwide adviser network. Highly comparable to Insurance Link in product mix, target customer segments, and adviser-network distribution model.
• Craigs Investment Partners: NZ-based advisory firm providing investment advice, KiwiSaver, and insurance broking through a national adviser network. Directly comparable business model to Insurance Link, with a similar adviser-led distribution approach and access to multiple insurer partners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks2 records

Key highlights6 records

Customer concentration

• Xx.com/insurance_link
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/insurance-link-nz

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Insurance Link