Experience you can trust

Strategi Group (comprised of Strategi Limited and Strategi Institute Limited) is a team of highly qualified, highly dedicated people with skills that range from the specialist to the generalist. The Group is overseen by a three-person board, responsible for guiding the strategic direction of the company.

David Whyte


David has been involved with the financial services industry for over four decades in three countries and currently serves on the Fairway Advisory Board, plus chairs Lifetime Group Ltd and BrightsideCo Insurance Ltd. David has previously served on the Boards of Fidelity Life, Southern Response Earthquake Services, Foxplan, and SuiteBox.

David Greenslade

Executive Director

David is the owner of Strategi Group which started in 1999 with the formation of Strategi Limited to focus on assisting the wider financial planning industry in New Zealand to grow. Strategi Institute was launched in 2009 to provide regulatory and CPD training for the financial services industry.

David is a member of the Institute of Management and Leadership, (MIML) and of the New Zealand Institute of Directors. He is also a member of the five-person expert panel Financial Dispute Resolution, and a member of the Financial Services Sector Review Group (FS-SRG) which is working to draft the new educational qualifications for financial advisers. He is also on the board of Britannia Financial Services and Milestone Direct.

Joy Marslin


Joy has over 30 years’ experience in the finance sector, 25 within financial advisory services. She held senior roles at both ANZ and Westpac, and since leaving her role as Head of Private and Wealth at Westpac, Joy has established a portfolio of purpose-led roles which include Head of Investor Relations at New Ground Capital, Independent Director and Chair of Simplicity NZ Ltd, Trustee and Chair of Auckland Foundation and Director on the Impact Enterprise Fund.  

Daniel Relf

Chief Executive Officer

Daniel Relf brings more than 19 years of experience in financial services, professional services and ICT industries across both New Zealand and Australia. Daniel has a proven track record of building and transforming businesses. His most recent role was as Head of Strategy and Sales at Simplicity KiwiSaver.

He leads the Strategi team who are passionate about equipping the financial services, insurance and professional services industry with education, training and compliance services to its clients to enable them to deliver the best financial advice for all Kiwis.

Daniel is married and has two girls and a dog who he likes to take on outdoor adventures. When time permits he also likes to snowboard, sail and play golf.