Generation Life welcomes sales veteran into senior role

Yasmine Raso

Senior Journalist, Financial Newswire

8 October 2025

Generation Life has appointed former AllianzRetire+ executive and business development veteran, Brendon Rodda, as its new General Manager, Sales.

Rodda brings a wealth of experience in business development, strategy and leadership across wealth management and financial services, having also held previous senior roles at NabInvest (MLC), Macquarie Investment Management and PIMCO Australia.

Felipe Araujo, Generation Life chief executive (and Rodda’s predecessor in the sales role), said the firm was pleased to see him join the ranks.

“With more than 25 years of experience in financial services, he is exceptionally well placed to take on this role,” he said.

“He will further strengthen our growth trajectory by enhancing our capabilities and broadening the sectors we represent, supporting financial advisers in delivering solutions aligned to Australians’ evolving wealth needs.

“Building on the heightened interest in investment bonds and our strategic alliance with BlackRock to drive innovation in Australian retirement incomes, Brendon’s arrival advances our national footprint and amplifies the targeted promotion of our strategic product solutions across wealth management, financial advice and institutional engagement.

“As Australia’s market leader in after-tax solutions for estate planning, and pre- and post-retirement incomes, we remain focused on delivering innovative structures that empower investors with greater flexibility, protection, and certainty beyond superannuation.

“Brendon joins Generation Life effective immediately. The executive group and our national team welcome him at this exciting time.”

Rodda brings a strong understanding of financial planning and its applications in product development and innovation developed in the earlier stages of his career to the new role at Generation Life.

“I have long admired the Generation Life evolution and its approach to delivering flexible, innovative investment strategies and solutions for financial advisers and their clients,” he said.

“My work has equally focused on supporting the quickly maturing needs of Australian retirees and those seeking greater certainty in their post-accumulation phase of life. I see enormous opportunity to deepen our strategic relationships across Australia’s wealth and advice channels, ensuring Generation Life continues to be the provider of choice for investment bonds and lifetime annuities.

“I am pleased to join the executive group at Generation Life and look forward to accelerating our growth in core markets and across the spectrum of strategic sales and client engagement.”