What’s the difference between a broker and a financial adviser?

A common question we hear at Finance Link

We’re often asked about the difference between a broker and a financial adviser. It’s an understandable question. Both work in the business finance space, and their roles can overlap.

This article explains the distinction clearly, helping you understand how each role supports your business, and why, in practice, the best approach often combines both.

What does a commercial finance broker do?

A commercial finance broker connects business owners with lenders that match their funding needs. Their main focus is helping you find and secure the right business loan for a specific purpose, whether that’s working capital, a new vehicle, or equipment financing.

Brokers understand the criteria of many different lenders for business loans, including banks and non-bank institutions. They handle the process from start to finish, managing applications, comparing offers, and ensuring your loan progresses smoothly.

Their value lies in efficiency. A broker saves you time by navigating the lending market on your behalf and identifying the most suitable options for your situation.

What does a financial adviser do?

A commercial financial adviser looks at the bigger picture. Rather than focusing on one transaction, they take a strategic view of your entire business, your cash flow, profitability, assets, and growth plans.

A financial adviser helps you understand how borrowing fits into your long-term strategy. They provide business lending advice that considers risk, sustainability, and opportunity, guiding you on the best funding structure for lasting success.

In short, an adviser doesn’t just help you get funding, they help you make financial decisions that move your business forward.

FAQ: Should I work with a broker or a financial adviser?

Both play important roles, depending on your needs.

• A business loan broker is ideal if you know what type of loan you need and want access to multiple lenders.
• A financial adviser is better suited when you’re planning for long-term growth or need strategic input on how finance fits into your wider business goals.

Many business owners now look for partners who can offer both, combining lending access with ongoing financial strategy.

Your strategic finance partner

At Finance Link, we bring both perspectives together. Our team takes the time to understand your business goals and financial position, offering the strategic mindset of a financial adviser alongside the market reach of a commercial finance broker.

Through our extensive network of partners across New Zealand, we help you access tailored business funding options you might not find on your own. Every recommendation is made with your long-term financial health in mind.

We act as a guiding partner, providing practical advice and clear solutions — always at no direct cost to the businesses we work with.

If you’d like to learn more, explore our solutions or contact us to discuss your funding needs.

FAQ: How do I know which option is right for my business?

If you’re looking to secure immediate funding for a specific need, working with a broker may be the fastest path. If you’re planning growth, restructuring, or managing risk, a financial adviser can help you make funding decisions that align with your strategy.

Working with a partner who provides both, like Finance Link, gives you the confidence that every lending choice supports your wider goals.

You can also find answers to common questions in our FAQ section.

Looking ahead

Choosing the right financial support is about clarity and trust. Understanding the difference between a broker and a financial adviser helps you take control of your business finance decisions.

At Finance Link, we’re here to guide New Zealand businesses toward smarter lending choices and long-term growth, through expert advice, broad lender access, and strategic financial insight.