Yellow New Zealand

What Yellow New Zealand does

Yellow New Zealand (legal entity: Yellow NZ Limited) is a New Zealand-based multi-channel marketing solutions provider serving the country's small and medium business segment. Founded in 1988 and headquartered in Auckland, the company operates a combined print and digital marketing platform anchored by the Yellow Book — a flagship print directory delivered to households across all 16 New Zealand regions — and the Yellow eBook digital counterpart. The product portfolio spans White Pages (print and White Online digital directory), Yellow Online Profile listings with Google search optimization, a DIY Website Builder, Search Engine Optimisation services, and resold Google Search Ads and Facebook Social Ads managed on behalf of clients. The company also operates the 018 telephone directory assistance service, monetized on a per-call basis through partnerships with Spark NZ, One NZ, 2degrees, and Skinny Mobile. Call tracking and reporting are bundled across the digital stack, and a Yellow Expert consultation team supports SMB customers via phone (0800 803 803), online forms, and a self-serve web portal.

Revenue is generated primarily through tiered monthly subscriptions for print advertising (Extra Content Package from NZD 8.68/month up to High Impact Package from NZD 233.34/month) and digital advertising add-ons, supplemented by usage-based per-call charges from the 018 directory service. Pricing is openly disclosed on the company website with payment options including credit card, internet banking, and direct debit. The customer base of 70,000+ New Zealand SMBs is served through a sales-led, inside-sales go-to-market motion supplemented by a self-serve listing registration flow. Since acquisition by US-listed SMB marketing platform Thryv, Inc., Yellow's operations have been progressively integrated under the parent — most recently with Yellow's privacy policy replaced by Thryv's Privacy Notice effective 1 October 2025 — and the legal entity now operates as Thryv New Zealand Ltd. on copyright attribution. The company holds 101-250 employees and has no disclosed AI/ML capabilities or proprietary technology stack beyond third-party advertising platform integrations.

Name

Yellow New Zealand

Legal name

Yellow NZ Limited

Website

https://www.yellow.co.nz

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

101–250 employees

Short description

Yellow New Zealand provides multi-channel print and digital marketing solutions — including the Yellow Book directory, White Pages, online listings, Google/Facebook ads, SEO, and website building — to over 70,000 SMBs nationwide, and operates as a subsidiary of Thryv, Inc.

Ownership category

akta.pro rank

Product category

Directory and Multi-Channel Marketing Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Printing and Related Support Activities (323)

SIC

Services-Advertising (7310), Commercial Printing (2750)

akta.pro primary industry

Local Search & Business Directories (BPAMAAAE)

akta.pro secondary industries

Local SEO (Maps, Citations, Reviews) (BPAFAJAD), Local & Regional Newspapers (Print & Digital) (MPAJADAB), OOH Production, Printing & Installation Services (BPAFALAL)

Keywords

• Directory advertising
• Print marketing
• Digital marketing
• Business listings
• Search advertising

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Print Advertising: Monthly subscription-based print advertising in the Yellow Book directory with tiered pricing from basic listings to high-impact placements. Delivered nationwide across all New Zealand regions.
2. Digital Advertising: Online advertising solutions including Yellow Online Profiles, Google Search Ads, Social Ads, and enhanced digital listings with monthly subscription pricing.
3. Website Services: Website building and SEO services provided as subscription or one-time services.
4. 018 Directory Assistance: Telephone directory assistance service with per-call charges determined by the customer's telco provider (Spark, One NZ, 2degrees, Skinny).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Yellow New Zealand operates a multi-channel marketing platform that combines print directories (Yellow Book, White Pages) with digital marketing solutions (Yellow Online Profiles, Google Search Ads, Social Ads, SEO, and Website Builder) for New Zealand small and medium businesses. The company also provides the 018 telephone directory assistance service. It sells subscriptions, advertising placements, and managed marketing services, supported by a Yellow Expert consultation team.

Product overview

Yellow New Zealand operates a multi-channel marketing platform combining print directories, digital marketing solutions, and directory assistance services. The core product portfolio centers on the Yellow Book (print directory with Yellow eBook digital counterpart), White Pages, Yellow Online Profile, and the 018 directory assistance service. Digital add-on modules include Website Builder, Search Ads (Google), Social Ads (Facebook), Search Engine Optimisation, Display Ads, and High Impact advertising packages. The Yellow Expert consultation service provides tailored recommendations. The company positions itself as a one-stop marketing solutions provider for New Zealand businesses, helping them reach customers through both traditional print and digital channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Yellow Book The flagship print directory delivered to homes across New Zealand, providing year-round business presence for advertisers. Available with tiered advertising options from basic listings to high-impact placements.
• Yellow eBook Electronic version of the Yellow Book providing the same page-turning experience online, allowing users to compare advertisers side by side.
• White Pages New Zealand's most trusted directory for business and residential information, used when customers know a name but not a number. Available in both print and online formats.
• Yellow Online Profile Local business listing platform that helps businesses rank higher in Google and Yellow search results. Includes ratings, reviews, rich media support, and website linking. Free with paid enhancement tiers.
• White Online Digital business and residential directory helping users instantly connect with people and brands. New Zealand's trusted online place for business and residential information.
• 018 Directory Assistance Telephone directory assistance service for looking up phone numbers for homes, businesses, 0800/0900 numbers, mobile numbers, and addresses. Per-call charges determined by customer's telco provider (Spark, One NZ, 2degrees, Skinny).
• Website Builder Do-it-yourself website creation tool that enables businesses to create, design, and manage their own website without technical experience, with claims of getting businesses online in under 30 minutes.
• Search Ads Managed Google Search Ads service delivering clickable text ads in Google search results. Includes keyword targeting, demographic targeting, call tracking, and monthly reporting.
• Social Ads Managed social media advertising (e.g., Facebook Ads) enabling businesses to reach new communities with demographic and behavioral targeting. Includes campaign creation, optimization, comprehensive monthly reporting, and ongoing support.
• Search Engine Optimisation (SEO) SEO services including website audit, keyword research, advanced tracking tools, professional design, call-to-action optimisation, responsive design, and social media integration.
• Yellow Expert Consultation service providing tailor-made marketing recommendations unique to each business, delivered by Yellow marketing experts. Free 15-minute consultation sessions available.

Quantifiable outcome

• 82% of Yellow Print searches leads to contact with a business
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature6 records

Partnerships

One partnership is on record.

• Thryv, Inc.coreTechnology or IntegrationThryv, Inc. acquired Yellow New Zealand. Yellow's operations are now governed under Thryv's systems, including privacy policy updates effective 1 October 2025. Thryv provides the underlying platform technology for Yellow's digital services.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Yell Group: UK-based directory and digital marketing platform (formerly Yellow Pages UK) serving SMBs with print directories and digital advertising solutions — the closest international analog to Yellow NZ's print+digital SMB directory model.
• Dex Media: US Yellow Pages operator providing print directory advertising and digital marketing services to SMBs. Comparable as a print-heritage SMB directory and marketing services peer.
• Hibu, Inc. US-based provider of digital marketing solutions for SMBs including websites, search marketing, and directory listings. Comparable as a multi-channel SMB marketing services provider with directory heritage.
• Yelp, Inc. Leading online business directory and review platform monetizing via ads and enhanced profiles for SMBs. Comparable as a digital-native local business discovery and advertising platform targeting the same SMB advertiser.

Emerging players

• Constant Contact: SMB-focused digital marketing platform offering email, social, and search advertising. Comparable as a subscription-based SMB marketing SaaS in adjacent product categories where Yellow also operates.
• Truecaller: Digital telephone directory and caller-ID platform with directory-assistance-like utility. Comparable to Yellow's 018 Directory Assistance service as a modern, app-based caller identification and contact lookup offering.

Broad incumbents

• HubSpot, Inc. Global SaaS platform for inbound marketing, CRM, and SMB marketing automation. Comparable as a broader incumbent in the SMB marketing technology stack that Yellow's customers also increasingly adopt.
• SuperMedia (now part of Thryv): Predecessor US Yellow Pages business (Superpages/Verizon Yellow Pages) that was absorbed into Thryv. Comparable as a sibling directory and SMB marketing entity within the same parent company platform.
• Thryv, Inc. Yellow NZ's US-listed parent company, providing an end-to-end SaaS marketing and business management platform for SMBs. Highly comparable as the parent platform governing Yellow's roadmap and technology stack.

Regional players

• Sensis (Yellow Pages Australia): Australian operator of Yellow Pages and White Pages print and digital directories. Highly comparable as a regional peer operating the same Yellow Pages brand franchise across a trans-Tasman SMB market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/yellownz
• Xx.com/yellownz
• LinkedInlinkedin.com/company/yellow-new-zealand

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Yellow New Zealand