New GM to steer next-stage expansion and digital shift for brokers
Link Financial Group (LFG) is stepping up its adviser‑led growth strategy and digital investment, appointing senior banking executive Geoff Waller (pictured) as general manager from 18 May.
The move comes as the NZHL Group‑owned aggregator focuses on scaling support for advisers and improving client journeys through technology, following a commercial partnership with Australian fintech LoanOptions.ai that will provide advisers access to a five‑minute digital home loan application.
LFG sits within NZHL Group, whose chief executive Kip Hanna said the leadership change reflects a deliberate push to strengthen adviser support while widening access to quality advice.
“For us, growth isn’t about scale for its own sake,” Hanna said. “It’s about ensuring more New Zealanders can access high quality financial advice by backing advisers with the right support, expertise, and leadership.”
Waller’s mandate and background
Waller said the group’s focus on culture and advisers was central to his decision to join.
“The common thread throughout my career has been working with great people and strong cultures, and that’s exactly what attracted me to LFG,” he said.
Waller noted that his early priorities will be listening to brokers across the network and identifying where he can add the most value.
“My leadership approach centres on people, collaboration, and execution,” he said.
Waller brings extensive experience in retail banking and insurance, most recently as chief customer officer at The Co‑operative Bank and previously as general manager retail at Kiwibank. He is regarded as a people‑focused leader with a strong track record in customer outcomes, operational delivery and team leadership.
Bronkhorst’s legacy and adviser-first culture
Waller succeeds former CEO Josh Bronkhorst, who has stepped back from the role to focus on his health after more than 30 years in financial services. Under Bronkhorst’s leadership, LFG expanded into one of the largest New Zealand‑owned aggregation businesses, building on the foundations of Mortgage Link and Insurance Link.
Bronkhorst’s tenure was marked by an adviser‑first operating model, broadened adviser choice, strengthened compliance and professional development, and the creation of Advice Link, a New Zealand‑built CRM now used by hundreds of advisers nationwide. Waller has signalled he intends to build on that foundation as LFG pursues its next phase of adviser‑led growth in a fast‑changing financial landscape.
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