NAKED FINANCE LTD

What NAKED FINANCE LTD does

Naked Finance Ltd is a privately held New Zealand financial advisory firm headquartered at 3 Boundary Road, Hobsonville, Auckland. It serves individual New Zealand consumers and families across five integrated service lines: mortgages (first home buying, upsizing, downsizing, investment property), insurance (health, life, income, commercial and domestic), investments, KiwiSaver, and UK pensions for expats. The firm is complemented by a digital Wealth Platform add-on for client portfolio management. GTM is sales-led, driven primarily by direct adviser consultations, referrals, and organic discovery through the company website, with contact facilitated via phone, email, web forms, and WhatsApp; recent expansion into paid remarketing on Google, Facebook, and Instagram adds a paid acquisition layer.

The underlying technology stack is deliberately standard: a financial services CRM and client management system underpin adviser workflows, with HubSpot used for email marketing automation, Google Analytics for site behaviour tracking, and a Wix-hosted website. There are no proprietary features, no AI capabilities, and no disclosed integrations beyond standard marketing technology. The competitive positioning rests on brand transparency, B-Corp certification, and the NZ Adviser Top 25 Brokers 2024 recognition of adviser Liam Bratton, rather than on technology differentiation.

Revenue is generated through two streams: disclosed financial advisory fees (invoiced with 14-day payment terms and a 10% late-payment administration charge, with all costs disclosed in writing prior to client commitment) and commission revenue from referring clients to mortgage, insurance, and KiwiSaver providers, specifically ANZ Bank, Sovereign, and Partners Life. Pricing is not publicly disclosed and is quote-based per engagement. Customer segmentation is horizontal across the mass-market New Zealand retail population, with no enterprise or large-anchor accounts visible.

Name

NAKED FINANCE LTD

Legal name

Naked Finance Ltd

Website

https://nakedfinance.nz

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Naked Finance Ltd is a privately held New Zealand financial advisory firm headquartered in Auckland, serving everyday Kiwi consumers and families across mortgages, insurance, investments, KiwiSaver, and UK pensions, with revenue from advisory fees and provider commissions.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Loan Brokers (6163)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

Keywords

• Financial advisory services
• Mortgage broking
• Insurance advisory
• Kiwisaver advice
• Uk pension transfer

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Fees: Fees for financial advice services disclosed in writing to clients prior to decision-making. Invoices for work done are due within 14 days with 10% administration charge for late payments.
2. Commission Revenue (Insurance, Mortgages, KiwiSaver): Commission-based revenue from referring clients to insurance providers, banks, and KiwiSaver providers. The company facilitates applications for insurance, mortgages, and KiwiSaver schemes, earning commissions from these financial service providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Naked Finance Ltd is a New Zealand financial advisory firm that delivers tailored advice across mortgages, insurance, investments, KiwiSaver, and UK pensions to everyday individuals and families. Services are delivered through one-on-one adviser consultations and supported by a digital Wealth Platform, mortgage calculator, KiwiSaver planner, and investment budget planner. Revenue is generated via disclosed advisory fees and commissions from referring clients to partner providers such as ANZ Bank, Sovereign, and Partners Life.

Product overview

Naked Finance Ltd is a New Zealand financial advisory firm offering a unified suite of financial services. The core offering consists of five integrated services: Mortgages (with mortgage calculator), Insurance (health, life, income, commercial and domestic), Investments (with budget planner), KiwiSaver (with planner tool), and UK Pensions management. These services are complemented by a Wealth Platform for digital portfolio management. The company provides tailored financial advice across these areas, functioning as a one-stop shop for personal financial planning needs.

Differentiator

Problem solved

Functional benefit

Brands

• Wealth Platform: Digital wealth management platform offered to clients

Products and services

• Mortgages

Quantifiable outcome

• Named in NZ Adviser Top 25 Brokers 2024

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• ANZ BankminorStrategic or Co-development PartnerFinancial institution partner for mortgage lending services. Naked Finance shares client information with ANZ as required to assist in obtaining lending products. Services offered include first home loans, property upgrades, and investment property financing.
• SovereignminorStrategic or Co-development PartnerInsurance provider partner. Naked Finance facilitates insurance applications through Sovereign and shares necessary client information (including medical records where applicable) to support policy applications and claims.
• Partners LifeminorStrategic or Co-development PartnerLife and health insurance partner. Naked Finance works with Partners Life to provide insurance solutions for clients, sharing required information for policy applications and ongoing coverage management.
• Financial Services Complaints Ltd (FSCL)minorOthersIndependent, non-profit dispute resolution scheme approved by the New Zealand Government. Provides free dispute resolution service for clients who are dissatisfied with Naked Finance's internal complaints process.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Milford Asset Management: NZ active investment manager and KiwiSaver provider distributing via adviser networks. Comparable because both compete for NZ investor and KiwiSaver allocation through personal advice relationships.
• Jarden: NZ investment and advisory firm providing wealth management, KiwiSaver, and institutional research. Comparable as a full-service NZ financial advisory competing for similar client profiles.
• Booster Financial Services: NZ KiwiSaver and investment manager offering retirement savings products through adviser and direct channels. Comparable NZ KiwiSaver specialist competing for similar retail and family-segment customers.
• Generate Investment Management: NZ-based KiwiSaver and investment fund manager focused on retail and adviser distribution. Comparable because both compete for KiwiSaver wallet share and rely on adviser-led distribution models in NZ.
• Opes Partners: NZ financial adviser and mortgage broker offering property investment advice and home loan services. Closely comparable small-to-mid NZ advisory firm with similar mortgage-led service model.
• Squirrel Mortgages: NZ digital mortgage broker combining online application tools with adviser support. Comparable mortgage brokering focus with overlapping target market of NZ home buyers.
• Forsyth Barr: A large New Zealand-owned investment advisory and wealth management firm offering investment advice, KiwiSaver, and portfolio management. Comparable to Naked Finance as a full-service NZ financial adviser, though operating at significantly greater scale and with discretionary mandates.
• Craigs Investment Partners: New Zealand investment advisory and wealth management firm providing KiwiSaver, investment, and private wealth services. Comparable advisory breadth and KiwiSaver-focused distribution model within NZ.
• Mike Pero Mortgages: Established NZ mortgage broker network with adviser-led home loan distribution. Comparable as a commission-based mortgage broker operating in the same channel and target customer segment.

Broad incumbents

• ANZ Bank New Zealand: Largest NZ bank offering mortgages, insurance, KiwiSaver, and investment products with in-house financial advisers. Comparable because ANZ is Naked Finance's primary mortgage partner but also a potential competitor as banks internalise advisory distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nakedfinance
• LinkedInlinkedin.com/company/naked-finance-ltd
• Instagraminstagram.com/naked.finance/?hl=en

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 NAKED FINANCE LTD