Baden Martin lands new gig at non-bank lender

Baden Martin has been appointed as the new General Manager – Lending at Liberty Finance.

Martin was most recently Chief Executive and NZFSG and prior to that Head of Third Party at ANZ.

He will lead Liberty’s lending strategy, adviser engagement and ongoing growth across the New Zealand market.

"Martin joins Liberty with extensive experience across both the banking and aggregation sectors, bringing deep insights into the adviser channel and a proven track record of strengthening adviser
support and driving business transformation."

Liberty Chief Executive Aaron Skilton said the appointment reflects Liberty’s continued 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.”

Martin said he is enthusiastic about joining Liberty at what is a pivotal moment for lending in NZ.

“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 added that supporting adviser capability will remain a key focus. “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. Liberty already has a strong reputation in this space, and I’m thrilled to help drive the next phase of growth.”
Martin also highlighted the growing opportunities within the adviser channel.

“The adviser channel has incredible potential, and I’m committed to helping Liberty deepen its relationships, streamline the lending experience, and continue advocating for advisers and the
customers they serve.”

The appointment reinforces Liberty’s commitment to adviser-centric lending solutions and supporting New Zealanders with greater choice and flexibility across the lending landscape.