Established in 1997, Liberty Life is a family-run advice firm dedicated to helping families achieve financial security and freedom.

James Gray

Director and Financial Adviser

I help individuals and families make big financial decisions with confidence, whether that’s protecting their income and family, investing for the long term, or working out when and how they can retire.

I’ve worked in New Zealand financial services for more than 15 years, and in 2018 I took over Liberty Life, the family business founded in 1997. Over that time one pattern has stood out. Most people don’t struggle because they lack information. They struggle because they’re juggling several decisions at once, with no clear picture of how those decisions fit together. My job is to bring it all into one plan, explain the trade-offs in plain English, and stay alongside you as your life changes.

I hold a Bachelor of Business Studies and graduate diploma in Finance from the Auckland University of Technology and a postgraduate diploma in Personal Financial Planning from Massey University.

As a husband and father, I know what it’s like to balance a career, a family and a mortgage while still trying to plan ahead. That shapes how I work: practical advice, no jargon, and a plan built around the life you want now, not just a number on a spreadsheet for some day in the future.

Outside work you’ll find me spending weekends with my family, surfing in summer and skiing in winter.