The Money Men

What The Money Men does

The Money Men is a privately held, founder-led New Zealand financial advisory firm headquartered in Orewa (north of Auckland), regulated by the Financial Markets Authority as a Class 2 Financial Advice Provider (FSP778394). The firm advises New Zealand consumers across four core product lines — mortgages, KiwiSaver, insurance, and wealth/investments — plus money management coaching, leveraging a panel of major banks (ANZ, ASB, BNZ, Westpac, Sovereign), non-bank lenders (Resimac, Pepper Money, Avanti), six life/health insurers (AIA, Partners Life, Asteron Life, Chubb Life, Nib, Fidelity Life), and five KiwiSaver providers (Booster, Generate, NZ Funds, Milford, Pathfinder). A small team of approximately five staff, including founder Josh Farry and advisers with 12–30+ years of industry experience, delivers advice through direct consultations, the GetTrail-based Online Client Portal, and proprietary Financial Mapping Software for scenario modelling.

The business operates a hybrid revenue model. Commission from product providers on placed mortgages, insurance and KiwiSaver products is the primary income stream, supplemented by disclosed referral fees with Cactus Insurance, Kernel Wealth and Oxford Finance, and a transparent fee-based overlay for services where commission is unavailable. Fee-based pricing includes a one-time Financial Health Check ($550), Wealth Map ($2,100), Invest Right (0.5% of initial investment, minimum $875), and subscription Plan Reviews at $85/month (biannual) or $185/month (quarterly), with cancellation fees of up to $3,000 within 24–27 months on certain products.

Customer acquisition is anchored by a weekly financial education radio segment on The Rock FM and George FM with hosts Jay & Dunc, supplemented by blog content marketing, organic social on Facebook, Instagram and LinkedIn, and a professional referral network including lawyers, real estate agents and Mortgages.co.nz. The firm uses Otter.ai as a third-party AI service to transcribe and summarise client meetings for compliance and record-accuracy purposes. Post-COVID, the firm operates entirely online and serves clients nationwide beyond its single Orewa office.

Name

The Money Men

Legal name

The Money Men Ltd

Website

https://moneymen.co.nz

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Money Men is a New Zealand-regulated financial advisory firm in Orewa that advises individual Kiwis nationwide on mortgages, KiwiSaver, insurance, and wealth products via a small adviser team, an online client portal, and a nationwide financial education radio presence.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282), Loan Brokers (6163)

akta.pro primary industry

Private Banking Advisory & Discretionary Portfolio Management (FSABADAD)

akta.pro secondary industry

Multi-Asset Income Funds (Diversified Income) (FSAAAJAG)

Keywords

• Financial advisory services
• Mortgage brokerage
• KiwiSaver advisory
• Insurance advisory
• Wealth management

Headquarters

HQ city

Orewa

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, Others

Revenue model

1. Commission from Product Providers: The Money Men receives commission from banks, insurance companies and KiwiSaver providers when clients take out products following their advice. A portion is retained for business expenses and wages, with remainder paid to advisers as income. Providers may also offer incentives such as event tickets, hampers or meals.
2. Referral Fees: Referring relationships with other companies such as Cactus Insurance, Kernel Wealth and Oxford Finance, earning flat fees or commission percentages for referrals made at client request with disclosed incentives.
3. Fee-Based Services: Fees charged for services where commission is not received: investment advice, wealth mapping packages, mortgages through some non-bank lenders (fee added to loan), and mortgage applications under $250,000. Wealth packages range from $550 to $2,100.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Money Men is a New Zealand financial advice firm providing advisory and brokerage services across mortgages, KiwiSaver, insurance, and wealth/investments, delivered through qualified financial advisers and an online client portal. The firm combines commission-based product placement with fee-based financial planning packages (Financial Health Check, Wealth Map, Invest Right, and recurring plan reviews) and supplements offerings with money management coaching and ongoing biannual or quarterly reviews.

Product overview

The Money Men is a New Zealand-based financial advisory firm offering a unified service portfolio spanning four core areas: Mortgages, KiwiSaver, Insurance, and Wealth/Investments. Their primary offering is advisory services backed by an Online Client Portal built on GetTrail.com, enabling clients to manage KiwiSaver, insurance, and mortgages in one place with paperless applications. Beyond their core advisory services, they offer fee-based financial planning packages including Financial Health Check ($550), Wealth Map ($2,100), and Invest Right (0.5% of investment, min $875), all leveraging proprietary Financial Mapping Software for financial visualisation and modelling. Their business model combines commission-based services (from banks, insurers, and KiwiSaver providers) with transparent fee-based planning engagements, operating under FMA licensing as a Class 2 Financial Advice Provider.

Differentiator

Problem solved

Functional benefit

Products and services

• Mortgages Mortgage advisory and brokerage helping clients buy first homes, refinance, purchase larger homes for growing families, and invest in property. The Money Men connects clients with appropriate banks and negotiates discounted rates, higher cash contributions, and optimal lending structures.
• KiwiSaver KiwiSaver advisory service helping clients select appropriate funds from over 200 available options across multiple providers (Booster, Generate, NZ Funds, Milford, Pathfinder). Includes first home withdrawal guidance and ongoing fund management advice.
• Insurance Life and health insurance advisory services helping clients protect their families, lifestyles, and assets. Works with providers including AIA, Chubb Life, Partners Life, Nib, Fidelity Life, and Asteron Life. Includes ongoing policy reviews and claims support.
• Wealth / Investment Advisory Investment strategy session covering portfolio structure, risk assessment, long-term projections, and provider recommendations. Delivers a Statement of Advice and assistance with portfolio setup. Fee is 0.5% of initial investment amount (minimum $875).
• Financial Health Check One-time 60-minute financial assessment session providing personalised financial modelling, goal analysis, and a detailed report on current financial position. Includes 1-month access to Financial Mapping Software. Priced at $550.
• Wealth Map Comprehensive financial strategy-building package including detailed financial modelling, scenario testing, and advice on KiwiSaver, mortgages, insurance, money management, and long-term strategy. Includes 12-month Financial Mapping Software access. Priced at $2,100.
• Plan Reviews (Biannual) Comprehensive six-monthly financial plan review including detailed analysis of updated financial situation, future goal projections, updated strategies, and direct adviser access. Includes access to financial planning software. Priced at $85/month.
• Plan Reviews (Quarterly) In-depth quarterly review of financial plan and position with detailed financial analysis, updated projections, and ongoing accountability support. Priced at $185/month.
• Online Client Portal Web-based platform allowing clients to manage KiwiSaver, insurance, and mortgages in one place. Enables paperless applications, online meeting capabilities, and secure access to personalised financial information. Built on GetTrail.com infrastructure.
• Money Management / Budgeting General financial advice service providing money management guidance, budgeting support, and financial coaching to help clients better manage their finances and achieve financial goals.

Quantifiable outcome

• Clients have saved significant money through insurance restructuring and made good financial decisions including first investment property purchases
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature3 records

Partnerships

24 partnerships are on record, tiered core, supporting and minor.

• ANZcoreChannel Partner/ Reseller/ DistributorMajor mortgage lender partner. The Money Men sends mortgage applications to ANZ as part of their lending panel.
• ASBcoreChannel Partner/ Reseller/ DistributorMajor mortgage lender partner. The Money Men sends mortgage applications to ASB as part of their lending panel.
• BNZcoreChannel Partner/ Reseller/ DistributorMajor mortgage lender partner. The Money Men sends mortgage applications to BNZ as part of their lending panel.
• WestpaccoreChannel Partner/ Reseller/ DistributorMajor mortgage lender partner. The Money Men sends mortgage applications to Westpac as part of their lending panel.
• SovereigncoreChannel Partner/ Reseller/ DistributorMortgage lender partner within the ASB Group. The Money Men sends mortgage applications to Sovereign.
• ResimacsupportingChannel Partner/ Reseller/ DistributorNon-bank mortgage lender partner for clients who may not fit traditional bank criteria.
• Pepper MoneysupportingChannel Partner/ Reseller/ DistributorNon-bank mortgage lender partner offering solutions for non-standard lending situations.
• AvantisupportingChannel Partner/ Reseller/ DistributorNon-bank mortgage lender partner in The Money Men's lending panel.
• AIAcoreChannel Partner/ Reseller/ DistributorLife and health insurance provider partner. The Money Men receives commission for insurance policies placed with AIA.
• Partners LifecoreChannel Partner/ Reseller/ DistributorLife and health insurance provider partner. The Money Men receives commission for insurance policies placed with Partners Life.
• Asteron LifecoreChannel Partner/ Reseller/ DistributorLife insurance provider partner. The Money Men receives commission for insurance policies placed with Asteron Life.
• Chubb LifesupportingChannel Partner/ Reseller/ DistributorLife and health insurance provider partner in The Money Men's panel.
• NibsupportingChannel Partner/ Reseller/ DistributorHealth and life insurance provider partner. The Money Men receives commission for insurance policies placed with Nib.
• Fidelity LifesupportingChannel Partner/ Reseller/ DistributorLife insurance provider partner. The Money Men receives commission for insurance policies placed with Fidelity Life.
• BoostercoreChannel Partner/ Reseller/ DistributorKiwiSaver provider partner. The Money Men advises clients on KiwiSaver and receives commission from Booster.
• GeneratecoreChannel Partner/ Reseller/ DistributorKiwiSaver provider partner. The Money Men advises clients on KiwiSaver and receives commission from Generate.
• NZ FundssupportingChannel Partner/ Reseller/ DistributorKiwiSaver provider partner. The Money Men advises clients on KiwiSaver and receives commission from NZ Funds.
• MilfordsupportingChannel Partner/ Reseller/ DistributorKiwiSaver provider partner. The Money Men advises clients on KiwiSaver and receives commission from Milford.
• PathfindersupportingChannel Partner/ Reseller/ DistributorKiwiSaver provider partner. The Money Men advises clients on KiwiSaver and receives commission from Pathfinder.
• Cactus InsuranceminorGTM or Marketing PartnerReferral partner company. The Money Men refers clients to and receives referral fees from Cactus Insurance.
• Kernel WealthminorGTM or Marketing PartnerReferral partner company. The Money Men refers clients to and receives referral fees from Kernel Wealth.
• Oxford FinanceminorGTM or Marketing PartnerReferral partner company. The Money Men refers clients to and receives referral fees from Oxford Finance.
• Otter.aisupportingTechnology or IntegrationThird-party AI service provider used to record, transcribe and summarise client meetings for accuracy and compliance purposes. They are contractually bound to protect client information.
• Insurance & Financial Services OmbudsmansupportingOthersIndependent dispute resolution service of which The Money Men is a member. Clients can access this free service if complaints cannot be resolved directly. The Money Men covers the cost of this service for clients.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Westpac New Zealand: One of NZ's 'Big 4' banks offering mortgages, KiwiSaver and insurance alongside in-house financial advice. A core lending and insurance product partner of The Money Men and a broader incumbent whose in-house advisory competes with the firm for the same end-clients.
• ANZ New Zealand: Largest NZ bank by assets, providing mortgages, KiwiSaver, insurance and wealth advisory through ANZ Investments and ANZ Wealth. A core mortgage lender partner of The Money Men and a broader incumbent whose vertically integrated advisory offering competes for the same customers.

Emerging players

• Sharesies: NZ retail investment platform enabling self-directed KiwiSaver, ETF and share investing. Competes with The Money Men for younger, do-it-yourself KiwiSaver and wealth clients who may bypass adviser-led services.
• Kernel Wealth: NZ digital KiwiSaver and investment fund manager offering low-cost, direct-to-consumer funds. Comparable to The Money Men as both a referral partner and a competing KiwiSaver channel, but operating via a digital platform rather than human advisory.

Direct peers

• Forsyth Barr: One of New Zealand's largest full-service investment and financial advisory firms, offering investment advice, KiwiSaver, wealth management and sharebroking. Comparable to The Money Men across investment advice, KiwiSaver advisory and wealth services, though at materially larger scale and with NZX-licensed sharebroking capability.
• Craigs Investment Partners: NZ-headquartered investment advisory and wealth management firm offering KiwiSaver, portfolio management and private wealth advice. Closely comparable to The Money Men on investment-advisory core, but operating at significantly greater scale and with broader institutional and broking capabilities.
• Mike Pero Mortgages: NZ's largest mortgage broker franchise, helping Kiwis buy, refinance and invest in property. Directly comparable to The Money Men's mortgage advisory service, including first-home buyer specialisation, though it is more product-focused and franchise-led rather than advice-led.
• Core Finance: NZ financial advisory firm offering mortgage, insurance and wealth planning services to individuals. Closely comparable to The Money Men on its multi-product retail advisory proposition and education-led positioning in the NZ market.
• Squirrel Mortgages: NZ digital mortgage broker with adviser-led service across first-home buyers, refinancing and investment property lending. Comparable to The Money Men on mortgage intermediation and digital/portal-enabled customer experience, with similar panel of bank and non-bank lenders.
• Aurora Financial: Small-to-mid NZ financial advice firm offering mortgage, insurance and KiwiSaver advisory services to everyday Kiwis. Comparable to The Money Men in target market, advisory scope and commission-based business model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/moneymennz
• LinkedInlinkedin.com/company/the-money-men
• Instagraminstagram.com/moneymennz
• Xx.com/moneymennz

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 The Money Men