Australian Finance Group (AFG) has appointed Them Lam (pictured) to a newly created executive position, chief distribution and marketing officer (CDMO).
In the role, Lam oversees distribution across AFG and Fintelligence, marketing acquisition and brand, product and customer (including AFG Home Loans marketing), and Broli.
AFG said the restructure is intended to strengthen the link between marketing, distribution, and growth across the group, as the company continues shifting from a mortgage aggregator into a broader integrated financial services provider.
The appointment follows a strong start to 2026 for AFG, which reported $29.5 billion in broker-lodged home loans in the March quarter — its strongest March quarter on record.
Lam brings more than 25 years of financial services experience, including 17 years within the AFG Group.
He has most recently served as head of sales & distribution since October 2023, having previously held senior roles including general manager – aggregation and head of strategic partners and recruitment. Before joining AFG in 2009, Lam held business development roles at Esanda, Genworth Financial, and GE Money, and holds a degree in Business, Economics and Finance from RMIT University.
AFG CEO David Bailey said Lam's deep familiarity with the business made him well placed for the expanded remit.
"Them understands our business, our brokers and our people as well as anyone," Bailey said. "Over many years he has consistently demonstrated the ability to bring teams together, develop leaders and deliver strong commercial outcomes."
For brokers working with AFG, the appointment signals a push for more consistency between how the group communicates, markets, and supports its distribution network.
Lam said he was looking to build on the group's existing culture in the role.
"I've seen firsthand the strength of our people, our broker network and our culture," he said. "I look forward to bringing our distribution and marketing teams together, building on those strengths and continuing to deliver great outcomes for brokers, customers and our partners."
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