At The Advice Group
About Us
At The TAG Team, we believe financial advice should feel personal, straightforward, and built around real people — not bank jargon, sales targets, or one-size-fits-all solutions.
We’re a proudly Kiwi-owned mortgage, insurance, and KiwiSaver advisory business based in Auckland, helping individuals, families, and business owners make smarter financial decisions with confidence. What started as two independent businesses with a shared philosophy has grown into a trusted advice team known for long-term relationships, honest conversations, and genuinely caring about our clients’ goals.
Our Story
TAG was built on experience, relationships, and the belief that clients deserve advice that actually works for their lives.
Founders Stephen Wilton and Michelle Wilton have both been in the financial services industry since the late 1990s. After running their own successful businesses — Mortgage Minders and Moneytree Brokers — they joined forces in 2008 to create a more complete advice solution for Kiwi clients.
In 2011, TAG – The Advice Group was officially established.
Since then, we’ve helped hundreds of New Zealanders with:
- First home purchases
- Investment lending
- Mortgage restructuring and refinancing
- Insurance protection
- Business lending solutions
- Long-term wealth and financial planning support
- And we’ve now added KiwiSaver advice
Over the years, one thing has never changed: our focus on people first.
More Than Just Mortgage Advisers
We don’t believe in throwing complicated spreadsheets at people and hoping for the best. We focus on making things simple, easy to understand, and tailored to your goals — whether you’re buying your first home, growing a property portfolio, protecting your family, or planning ahead for retirement.
Yes, we know lending. Very well. But what makes TAG different is how we approach advice.
Our advisers work with a wide range of banks, lenders, insurance providers and Kiwisaver providers to help find solutions that fit your situation — not the other way around.
And while we take our work seriously, we also believe the process shouldn’t feel stressful or intimidating. That’s why we’ve built a relaxed, friendly culture where clients often end up feeling more like part of the TAG family than just another file on the desk.
A Team Built on Relationships
One of the things we’re most proud of is the number of clients who continue working with us year after year — and who refer their friends, family, kids, workmates, neighbours… sometimes even the dog walker.
Our team combines decades of experience across mortgages, banking, insurance, and financial advice, backed by a genuine commitment to doing what’s right for clients.
We know life changes quickly. Interest rates move. Families grow. Businesses evolve. Goals shift.
That’s why our advice doesn’t stop once the loan settles or the paperwork is signed. We’re here for the long haul.
Meet the TAG TeamWhat We Stand For
Straightforward Advice
No confusing jargon. No unnecessary complexity. Just clear guidance and honest conversations.
Relationships Over Transactions
We’re not interested in “one-and-done” clients. We focus on building long-term relationships based on trust and results.
Tailored Solutions
Every client situation is different. We take the time to understand your goals before recommending anything.
Support When It Matters
From first-home nerves to investment strategies and insurance claims, we’re here through every stage of the journey.
Real People, Real Conversations
We’ve built TAG around authenticity, accessibility, and good humans helping good humans.
The TAG Difference
We know there are plenty of advisers out there.
But clients choose TAG because we combine experience with empathy, strategy with simplicity, and professionalism with personality.
We celebrate wins with our clients. We problem-solve when things get tough. We answer the phone. We explain things properly. And we genuinely care about helping people move forward financially.
Also, if you visit the office, there’s a strong chance you’ll be greeted by our four-legged “reception team” before anyone else. They take their hospitality role very seriously.
