Ex‑NZFSG CEO brings deep adviser experience to Liberty’s NZ strategy
Liberty has appointed experienced distribution leader Baden Martin (pictured) as its new general manager of lending, in a move aimed squarely at strengthening its New Zealand adviser channel.
Martin will oversee Liberty’s lending strategy, adviser engagement and growth agenda across New Zealand.
He joins from NZ Financial Services Group (NZFSG), where he served as CEO and steered the group through a period of significant regulatory change while building adviser capability and support services. Before that, he spent more than two decades at ANZ, including almost 14 years heading mortgage adviser distribution. Over that time he led adviser‑facing teams, helped expand the adviser home loan channel, and was closely involved in credit and governance initiatives.
Liberty CEO Aaron Skilton said the appointment reflects ongoing investment in adviser partnerships and flexible lending solutions.
“Baden brings exceptional experience across lending, distribution, and adviser support. His leadership will help us strengthen our adviser proposition and continue delivering the flexible lending solutions Liberty is known for,” Skilton said.
Adviser channel “more important than ever”
Martin said he is joining Liberty at a pivotal time for the industry, with advisers playing a bigger role in helping New Zealanders navigate their lending options in a higher‑rate environment.
“I’m excited to join Liberty at such an important time for the industry. Advisers are playing a bigger role than ever in helping New Zealanders navigate their lending options, and I’m looking forward to supporting them with flexible solutions, strong partnerships, and a fresh focus on innovation,” he said.
Martin added that boosting adviser capability will remain a core priority.
“Throughout my career, I’ve been passionate about empowering advisers by giving them the tools and support they need to deliver great outcomes for clients,” he said, noting Liberty already has a strong reputation in the space.
Martin also highlighted the “incredible potential” in the adviser channel and his focus on deepening relationships, streamlining the lending experience and advocating for brokers and the customers they serve.
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