A consistent culture instilled by visionary executive Josh Bronkhorst is the key to his firm outperforming others in a competitive industry
This article is sponsored by Link Financial Group
The growth of Link Financial Group (LFG) into one of the biggest 100% New Zealand-owned financial services aggregation businesses can be largely credited to one man’s relentless desire for excellence.
Founded over 30 years ago by visionary mortgage advisers, the original company, Mortgage Link, was one of the country’s first mortgage aggregators.
CEO Josh Bronkhorst is immersed in all aspects of mortgage and financial services. Prior to his success in those fields, he spent over seven years as a public defender before becoming a successful financial adviser in South Africa.
After immigrating to New Zealand in 2007, Bronkhorst held senior titles at companies like Sovereign and Fidelity Life. In 2015, he acquired a major share in Mortgage Link with a unique vision and passion to grow the business into a financial services aggregator that is fully Kiwi-owned and operated.
To build a sustainable company, Bronkhorst was cognisant that he would need to offer unmatched service, processes and procedures backed by leading technology to set LFG advisers up for success whilst ensuring they can meet all regulatory obligations.
Throughout LFG’s evolution, it has remained steadfast in its commitment to empowering financial advisers through professional development knowledge transfer, upskilling and compliance support, solidifying its place as one of New Zealand’s most enduring and trusted financial aggregators. Bronkhorst is the quintessential foundation on which this unwavering commitment to the financial services industry is based at LFG.
Today, LFG has over 200 advisers and is growing constantly. Weekly commission distributions, leading technology, partnerships with 45 lenders and all major insurers and extensive compliance resources underpin its dedication to advisers.
LFG provides a full suite of aggregation services across mortgages, insurance, KiwiSaver and managed funds and fire and general insurance, making it the most comprehensive holistic offering.
Advisers can operate under their own FAP licence or under LFG’s FAP licence as an authorised body, including the option to use our well-established brands (Mortgage Link, Insurance Link, Invest Link and FG Link) or their own branding.
LFG offers advisers robust support, including marketing, compliance, audits and a market-leading CRM platform via sister company Advice Link. Through its in-house fire and general offering (FG Link) and network of advisers, LFG combines boutique service flexibility with strong infrastructure and regulatory support, enhancing advisers’ ability to diversify, grow and thrive. The recent appointment of a very experienced national growth manager further demonstrates Bronkhorst’s commitment to growing LFG adviser businesses.
LFG was honoured with NZ Adviser’s Top Mortgage Employer award in both 2023 and 2024, and now Bronkhorst has been personally recognised with the prestigious Global 100 – Mortgage award.
“I am humbled and honoured to be recognised among the esteemed members of the industry,” he says.
As an enabler of his vision, Bronkhorst co-founded Advice Link, LFG’s bespoke mortgage and insurance CRM, in 2017, which has since grown to over 500 users.
He says, “Success is not a coincidence; it takes hard work, diligence and a never-say-die attitude. With that and an unwavering perseverance, you can achieve absolutely anything you put your mind to.”
