Bruce Patten to lead next phase of growth and adviser support
New Zealand Financial Services Group (NZFSG) has announced a planned leadership transition, with Baden Martin (pictured left) stepping down as CEO after two years in the role.
The board confirmed the change is part of its long-term succession strategy, appointing Bruce Patten (pictured right) as CEO and managing director, effective 24 December, following a six-week handover.
Chairman Brendon Smith said the decision reflected the business’s maturity and readiness for its next stage of growth.
“The time is right for a new phase of leadership as NZFSG focuses on its next chapter of growth and innovation,” Smith said. “This decision was made collaboratively, with the full support of the board, and with continuity for advisers, partners, and staff front of mind.”
Martin praised for leadership through industry change
Martin’s tenure saw NZFSG navigate a rapidly evolving regulatory and lending landscape.
The company credited him with strengthening adviser support and helping position NZFSG for sustainable growth.
“Baden has led NZFSG through a complex and changing environment over the past two years, helping usher in new regulation, navigate shifts in lender and insurance models, and strengthen the foundations of our business,” the board said in a statement.
Patten brings deep adviser experience
Patten, one of New Zealand’s most respected mortgage advisers, has been part of NZFSG since 2002 and operates a Loan Market business consistently ranked in the top 1% nationwide.
“Bruce brings deep industry experience, authentic leadership and an adviser-first perspective,” Smith said. “He understands what it takes to build a successful business and has the respect of advisers, partners, and the wider industry.”
As CEO and managing director, Patten will oversee NZFSG’s strategy and operations across New Zealand, focusing on growth, innovation, and improving the adviser experience.
The transition will be supported by executive directors Sam White, Ewen Stafford, Andrew Jamson, and Brian Greer, alongside non-executive directors Nicola Riordan and Therese Singleton, ensuring stability and a seamless handover for advisers and partners across the NZFSG network.
Stay informed with the latest housing market trends and mortgage insights — subscribe to our free daily newsletter.
