Rob Williams is the Founder and Senior Insurance Adviser at Coverfy, helping New Zealanders protect what matters most through clear, practical insurance advice. He specialises in life, health, trauma, income protection, and mortgage repayment insurance, as well as KiwiSaver advice, working with a carefully selected panel of leading insurers to find solutions that best fit each client's needs.

With a background in business and technology, Rob combines analytical thinking with a straightforward, people-first approach. He believes insurance shouldn't be confusing or sales-driven—it should be easy to understand, tailored to your circumstances, and there when you need it most.

Whether it's helping a young family protect their future, a business owner safeguard their income, or supporting clients through the claims process, Rob is passionate about delivering advice that provides genuine peace of mind. He is also committed to improving access to quality financial advice for Māori, Pasifika, and underserved communities across New Zealand.