Born from the merger of two respected groups, IFAA is proudly member-owned, Adviser-driven, and committed to supporting independent success.
IFAA is the new home for New Zealand’s independent financial Advisers. Formed by the joining of two highly respected groups, the Triple A Advisers Association and Plus4 Insurance Solutions, we bring together the best of both worlds with deep industry experience, trusted relationships, and a commitment to backing advisers to succeed on their own terms.
In 2024, two organisations with a shared vision came together to create something even stronger. The merger of Triple A and Plus4 was not just about growth, it was about building a future-proof network where advisers could stay independent, retain full ownership of their businesses and access real support when they need it most.
Together as IFAA, we offer a broader, deeper support system for advisers across New Zealand while keeping the same strong focus on adviser ownership, transparency and integrity that has always set us apart.
At IFAA, we believe success should never be a solo journey.
Our brand promise, "Success Together," reflects our commitment to empowering Advisers, partners, and stakeholders alike. It is our guiding principle and the benchmark that shapes everything we do.
This promise defines what sets us apart. It speaks to collaboration, support, and shared progress, values that underpin every interaction, solution, and service we offer.
Grant Uridge brings extensive leadership and industry experience to his role as IFAA’s General Manager. A long-time supporter of the group, he previously chaired the Plus4 Board for six years and was also a member of the TripleA. Grant has a deep understanding of the challenges and opportunities facing advisers.
Grant’s career has included senior roles at Farmers Mutual and General Manager of the Unit Trust Company Joseph Banks Trust, part of Colonial Mutual. He has also held Board positions within industry bodies such as the Insurance and Savings Ombudsman and the Investment Funds Association.
Over the last 25 years, Grant has built a successful insurance practice. In 2024, he and his business partner sold their business to Lifetime Group, where he has been assisting the Group in the group insurance space.
Known for his collaborative approach and strategic insight, Grant is focused on strengthening IFAA’s member value and ensuring the group’s continued success.
Tim is a skilled strategic marketing professional with over 25 years of experience developing marketing strategies for many New Zealand and international market-leading businesses. He specialises in a marketing approach that is customer-focused and measurable and has been assisting with the group marketing and brand strategy and delivery since 2015.
Based in Wellington with his wife Jo and two children he enjoys diving, surfing and a bit of part-time coaching for his children’s various sports teams.
Samuel is a highly regarded financial adviser who worked in the banking sector before establishing his own successful insurance advisory practice in Wellington. Samuel has been a director of Plus4 since November 2020.
Gemma also joined the IFAA Board at the 2024 merger, having previously served on the TripleA Advisers Association board. Gemma joined her father Chris Pope’s Insurance and Investment advisory business in 2006 after earning a Bachelor of Commerce from the University of Otago. She continued her studies with a Graduate Diploma in Business with an endorsement in Personal Risk Management, gaining the CLU designation. She now runs the family business alongside her father while balancing her role as a mother of three and supporting her husband's building company.
With 19 years in the industry, she has realised her true passion is people, and helping them create robust financial plans for their future is so rewarding. Clients’ needs are constantly changing, and walking with them along the journey is actually lots of fun.