Generation Life has been providing Australians with tax effective investment solutions for over 15 years

Our Vision


Our tax effective investment solutions have been designed with one thing in mind – you. It’s why we’re here, to help you plan for a financial future in which you don’t just survive, you thrive.

Whether you want a product to help you reach personal milestones, focus on education or as a way to pass on wealth, we can help.


Our leadership team brings you a wealth of knowledge and experience.

Chris Freeman
With over 40 years experience in the financial services industry, Chris has a proven track record of developing businesses by putting clients at the centre of the business model. Chris has successfully delivered consistent business growth while building a network of satisfied clients, stakeholders and engaged teams.

After working in various senior roles for some of the industry’s most successful businesses including BT Financial Group and Bankers Trust Australia, Chris is now dedicating his time to non-executive and advisory roles.
Grant joined the Generation Development Group (GDG) Executive Team in September 2017 and was recently appointed as Chief Executive Officer, GDG. With over 12 years of experience, Grant has held many senior positions across marketing, distribution and wealth management for Westpac and BT Financial Group. Grant’s qualifications include an Executive Masters of Business Administration with first class honours, a Diploma of Business Law and a Diploma of Financial Services. Prior to his corporate career, Grant was a multiple Olympic champion representing Australia in swimming and has held numerous world records.
Catherine is an experienced executive with 15 years of Financial Services experience. She holds a bachelor of Agricultural Economics from Sydney University and is a graduate of Harvard Business School.

Catherine has held several senior roles within Westpac and Commonwealth Bank, including product management, project management, distribution, marketing, strategy and business management across retail banking, wealth and investment management based in Sydney, Boston, London and Singapore. She has a demonstrated track record in driving commercial and customer outcomes.
Over the last decade, Lucy has held a number of executive roles for various global Financial Services companies, predominantly in Wealth Management in Australia (CommBank) and for various Financial Services organisations in the UK (Standard Life UK, KPMG FS Consulting UK). Prior to Generation Life, Lucy led various transformation agendas across customer/channel/product to drive significant consumer and financial upside.

Lucy is an experienced executive with 16 years of Financial Services experience. Her qualifications include an MBA with Distinction and she graduated with First Class Honours in Biomedical Sciences.
Felipe is Generation Life’s General Manager of Sales and Distribution and he joined the Group in October 2017 as Head of National Key Accounts. Felipe joined the Group from the Westpac Bank where he held several leadership and national strategy positions, most recently as Director of the Westpac Premium Victoria team, responsible for the first acquisition focused team. He has 9 years’ experience in financial services across Australia and Brazil. Previously, Felipe has held key positions at Accenture Group & Investments XP based in Brazil and is currently a Director of the Australia Brazil Chamber of Commerce. Felipe holds a Bachelor of Economics and Finance and is currently studying to complete his level 2 CFA.
John Laver became Generation Life’s General Manager of Investment in 2017 where he brings over 10 years’ experience in managing large portfolios of assets for various institutions in the wealth management, platform and life company industries.

John joined the firm in 2012 as the Manager of Investment Operations after previously working at AIMS financial group in domestic and cross-border investments. He graduated from RMIT University with a bachelor’s degree in Economics & Finance in 2009.

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