Here’s a look back at Generate’s 2025 — a year of growth, customer service milestones, fund developments, community partnerships and increased support for our members.
From membership growth to impact investments, these highlights reflect how we continued to focus on helping Kiwis make smart long-term saving decisions.
Note – the year is not quite over, so we collated these numbers from 1 January 2025 to 30 November 2025.
Generate’s 2025 – at a glance
- 30,000+ new members joined Generate
- 88.56% of new members joined through an adviser
- 85% of members received full or partial Government contributions
- 4th consecutive year winning the Consumer NZ People’s Choice Award for KiwiSaver & silver awards in both the 2025 Trusted Brands and 2026 Quality Service Awards
- 3,642 first home withdrawals processed ($179.9m) & 683 full retirement withdrawals processed ($26.4m)
- All 3 original Generate KiwiSaver Scheme funds placed in the top 3 for 10-year returns each quarter (Morningstar KiwiSaver Survey)
- 6 new funds launched & fees reduced across most funds
- 100% of Generate funds are now accredited as Mindful Funds
- $75,000 raised for Live Ocean through the Mid-Winter Dip
- 4 young Kiwis sponsored on Spirit of Adventure
A great year for our Generate members
Membership growth and KiwiSaver engagement in 2025
We welcomed more than 30,000 new Generate members this past year! 88.56% of them joined through an adviser, and we’re proud to have facilitated these important sessions that help educate and empower Kiwis.[1]
Speaking of empowerment, our savvy members received more than $62 million in Government contributions. That’s 85% of Generate members receiving the full or partial contribution, which is well above the national average. [2]
It’s no surprise that our members also had higher balances than the national average too - $42,001 versus $37,079, a chunky $4,922 difference.
2025 - dedicated to service
Customer service achievements and awards in 2025
A highlight of our year was being awarded the Consumer NZ People’s Choice Award for KiwiSaver, our fourth consecutive year of being honoured. We scored the highest customer satisfaction in the survey – 80% - which was well above our peers.
We also took out silver awards in the Specialist KiwiSaver Provider category at the 2025 Trusted Brands Awards and the 2026 Quality Service Awards.
Our friendly (and very busy) customer service had an epic year with 683 full retirement withdrawal requests supported ($26,437,290.96) and 3642 first home withdrawals processed ($179,875,513). They’ve handled more than 31,000 customer calls and 64,000 emails.
2025 - dedicated to performance
Long-term fund performance and industry recognition
As always, we put performance first.
Once again our three original Generate KiwiSaver Scheme funds placed in the top 3 for 10-year returns each quarter, in the Morningstar KiwiSaver Surveys.
We’ve got impressive form here - our star performer is our Moderate fund. It’s ranked first in its category every quarter since it became been eligible (June 2023). Our Focused Growth and Growth funds have both ranked in the top 3 in their categories every quarter since they became eligible (June 2023).
Our expert investment team behind this strong performance were proud to be a finalist for the 2025 INFINZ award for Diversified Growth Fund Manager of the Year, and for the Morningstar 2025 KiwiSaver Fund Manager of the Year award.
2025 developments with Generate’s funds
New funds, fee reductions and fund updates in 2025
To give our members and investors even more choice, in April we launched 3 new KiwiSaver funds (Australasian, Thematic, Global) and 3 new Managed Funds (Global Managed Fund, Fixed Interest Fund, CashPlus Fund).
Even better, we lowered our fees on almost all our funds on 1 December. There were fee reductions across 7 Generate KiwiSaver Scheme funds and all 6 of our Managed Funds. We also scrapped the monthly admin fees for all members under 18.
By 30 November 2025, Generate had $8,526,033,730.38 total funds under management.
How we invested in 2025
Impact investing and support for Kiwi innovation
We continued our impact investments in community housing developments and Skyline Healthcare, New Zealand’s largest air ambulance operator.
Generate has also championed Kiwi innovation through its investments in Indi, Halter, Hnry, Vessev and more.
We’re proud to say now that our new funds have gained the Mindful Money tick, 100% of all Generate funds are now accredited as Mindful Funds. Generate was also Highly Commended for Mindful Money's 2025 Best Ethical KiwiSaver provider award.
How we gave back in 2025
Community partnerships and charitable initiatives
Our Live Ocean partnership was a highlight once again! With more than 400 Generate members and Generate team braving the Mid-Winter Dip, we raised $75,000! It’s the 6th year we have taken part and the money raised help support Live Ocean’s 3 major marine projects (kelp forest restoration, invasive species management, manta population research).
Once again we sent 4 deserving young Kiwis on the voyage of a lifetime with Spirit of Adventure – and we had 600+ inspiring entries to choose from.
Through our partnership with The Dom Harvey podcast, we wrapped up our $20,000
charity giveaway.
Thanks to the Generate community in 2025
Connecting with our members and broader community
We continued our partnership with The Dom Harvey Podcast and Keep The Change, but podcasts weren’t the only way we kept in touch with our community. You may have also heard us in the morning Newstalk ZB where our Investment Specialist Greg Smith provided engaging market updates.
We had a banner year in social media, especially TikTok, and now have over 25K followers across our platforms. We’d love you to follow us now on Facebook, Instagram, TikTok and LinkedIn.
You may have also noticed Generate being more visible in 2025 – we launched our bold ad campaign with gold medallists Dame Lisa Carrington and Finn Butcher.
That’s (almost) a wrap for 2025
2025 was a significant year of growth, performance highlights, industry recognition and community impact for Generate. We’re proud to support our members and look forward to helping even more Kiwis make informed financial decisions in 2026.
Thanks for all your support - we couldn’t have done it without you!
[1] Generate data 1 Jan 2025-30 Nov 2025.
[2] www.nzherald.co.nz/nz/kiwisaver-are-you-missing-out-on-your-last-chance-for-521-of-free-money/IDJKCBMH4VEQNDPLAOYNLFK5YQ