ParkMate
ParkMate is a New Zealand-based digital parking platform providing mobile payment, LPR-based automated member parking, corporate fleet accounts, and business booking solutions across 400+ car parks through its parent Wilson Parking's network.
- Company typePrivate
- Founded2013
- HeadquartersAuckland, New Zealand
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What ParkMate does
ParkMate is a New Zealand-based digital parking platform that enables drivers to find, pay for, and manage parking sessions through a smartphone application and supporting web portals. Operating as a division of Wilson Parking New Zealand Limited, the platform spans more than 400 car parks across New Zealand — including Wilson-operated sites and partners such as Smales Farm, Napier and Hastings District Councils, Whanganui District Council, and Aeroparks (Auckland Airport). ParkMate serves three customer segments: individual urban drivers using a self-serve consumer app (product-led growth), corporate/fleet managers via Corporate Accounts (850+ clients), and hospitality/membership businesses via the Business Booking web platform (hotels, gyms, retailers, medical practices). Revenue is generated through per-session transaction fees (NZ$0.50), recurring Multi-pass and Subscription products, corporate account management fees (including a $50 Direct Debit setup option), and transaction-based Business Booking fees.
The platform's technology stack centers on Advam-built native iOS and Android applications, web-based customer portals (myaccount.parkmate.co.nz), and the ParkMate Guest QR-code payment portal for non-app users. Computer-vision-based Licence Plate Recognition (LPR) — integrated via RUSH Digital's R/VISION platform and AXIS LPV hardware — powers automated session start/stop at barrier-arm car parks and underpins the flagship ParkMate AutoMate solution, which combines LPR with QR-based membership validation for fully automated member parking (showcased at Les Mills, recognized with the 2024 NZPA Supreme Award and Excellence in Innovation Award). Additional capabilities include app-controlled roller door access for gated car parks, an in-app wallet (ParkMate Balance) with auto top-up, and PCI-compliant payment processing through TNS, Windcave, and Advam.
ParkMate is a privately held company headquartered in Auckland. In September 2022 it raised undisclosed seed funding led by We Founder Circle through the EvolveX accelerator, with stated use of funds for team expansion and technology development. The company operates exclusively within New Zealand and leverages Wilson Parking's physical car park estate as the foundation of its distribution moat.
ParkMate firmographics
Firmographics- Name
- ParkMate
- Legal name
- ParkMate Limited
- Website
- https://parkmate.co.nz
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ParkMate is a New Zealand-based digital parking platform providing mobile payment, LPR-based automated member parking, corporate fleet accounts, and business booking solutions across 400+ car parks through its parent Wilson Parking's network.
- Ownership category
- akta.pro rank
ParkMate industry classification
Industry- Product category
- Parking Management Software
- NAICS
- Parking Lots and Garages (812930)
- SIC
- Services-Automotive Repair, Services & Parking (7500)
- akta.pro primary industry
- Shared Parking & Marketplace Platforms (B2B/B2C Space Sharing, Aggregators) (TLAJAIAH)
- akta.pro secondary industries
- Parking Access & Revenue Control Systems (PARCS) (Gates, Pay Stations, Ticketing) (TLAJAIAD), Parking Management & Enforcement (Citations, Permits, Compliance) (BPABAKAB)
Keywords
Where ParkMate is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
ParkMate business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Operations, Marketing or Sales, Personnel
Revenue model
- Usage-based Parking Transaction Fees: ParkMate charges users per parking session. For casual (start/stop) sessions, users pay for actual time used. For prepaid products (Earlybird, All Day, 4-Week passes), users prepay a fixed rate. A $0.50 transaction fee applies per session. The app calculates the best rate automatically if a user accidentally starts a casual session instead of an all-day product.
- Multi-pass and Subscription Products: Pre-purchased bundles of parking sessions (Multi-pass) at discounted rates for specific car parks. Long-term subscriptions for recurring parkers with monthly billing and optional auto-renewal at a 5% discount. These provide predictable recurring revenue from regular users.
- Corporate Account Management Fees: Corporate accounts allow businesses to attach a central payment method to staff members' ParkMate accounts. Staff park using the company payment method. Direct Debit corporate accounts incur a $50 setup fee and monthly billing. Over 850 corporate clients are served.
- Business Booking Platform: Web-based platform for businesses (hotels, gyms, retailers, doctors) to pre-book and pay for client/customer parking. Businesses manage access, transactions, and reporting through a self-managed portal. Revenue is derived from the transaction value of customer parking sessions booked through the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Casual (Start/Stop) Parking — pay only for time used |
| Unit Pricing | Pay-as-you-go | Prepaid Parking Products (Earlybird, All Day, Night, etc.) |
| Unit Pricing | Multi-year contract | Multi-pass — pre-purchased session bundles at discounted rates |
| Subscription | Monthly | Subscriptions — long-term recurring parking (e.g., 4-week passes) |
| Subscription | Monthly | Corporate Account — business fleet and staff parking |
| Transaction based/ take rate | Pay-as-you-go | ParkMate Guest — one-off QR-code web payment |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
ParkMate product offering
Product offeringCore offering
ParkMate is a mobile-first parking payment platform that lets drivers find, pay for, and manage parking sessions at over 400 car parks across New Zealand without coins, tickets, or pay machines. Beyond the consumer app, ParkMate offers Corporate Accounts (staff/fleet parking management for 850+ business clients), Business Booking (web-based pre-booked guest parking for hotels, gyms, and retailers), ParkMate AutoMate (LPR-based fully automated member parking), ParkMate Guest (QR-code web payment for non-app users), and prepaid Multi-pass and Subscription products.
Product overview
ParkMate is a digital parking platform consisting of a core mobile application plus multiple integrated modules and partner-enabled features. The ParkMate App serves as the primary consumer interface for discovering and paying for parking at over 400 car parks across New Zealand. Additional products include ParkMate AutoMate (LPR-based automated parking for memberships), Business Booking (web-based client parking management), Corporate Accounts (fleet/staff parking administration), ParkMate Guest (web payment portal for non-app users), Multi-pass and Subscriptions (prepaid parking products), Roller Door functionality (gated car park access), and Licence Plate Recognition (automatic barrier control). The platform also integrates with partner services including Les Mills gyms and Aeroparks airport parking.
Differentiator
Problem solved
Functional benefit
Brands
- ParkMate AutoMate: An automated parking solution using licence plate recognition (LPR) technology for seamless member parking experiences at gyms, offices, and membership entities.
- ParkMate Guest
Products and services
- ParkMate App Award-winning iOS and Android smartphone application for finding car parks via map or search, paying for parking digitally, starting/stopping sessions, setting reminders, extending time, saving favourites, and tracking transaction history. Covers over 400 car parks across New Zealand and is monitored ticketless. Targeted at everyday urban drivers.
- ParkMate AutoMate Automated parking solution using Licence Plate Recognition (LPR) that auto-starts parking sessions on member arrival and auto-stops on departure, integrated with membership QR scans for free-parking periods. Targeted at gyms, clubs, and other membership-based businesses that want to offer frictionless member parking.
- Business Booking Web-based platform interface enabling hotels, gyms, retailers, doctors, and other businesses to pre-book and pay for client/customer parking, manage access, track transactions, and run reports. Targeted at hospitality and service businesses with guest parking needs.
- Corporate Accounts Business account solution for centralized fleet and staff parking payment, allowing businesses to attach a central payment method to staff ParkMate accounts, restrict usage by time/location/car park, add/remove staff, and receive monthly reporting. Served to over 850 corporate clients. Direct Debit corporate accounts incur a $50 setup fee.
- ParkMate Guest Web-based parking payment portal accessible via QR code at participating car parks, allowing one-off payment without downloading the app or creating an account. Provides receipts and reminders via email. Targeted at occasional parkers and visitors.
- Multi-pass Pre-purchased bundle of parking sessions at a discounted rate for a specific car park, providing flexibility for regular parkers with savings versus pay-as-you-go. Auto-renewal available for an additional 5% discount.
- Subscriptions
Companies that use ParkMate
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
ParkMate technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability2 records
Feature6 records
ParkMate partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship, core and minor.
- Les MillsflagshipLes Mills (New Zealand) integrated ParkMate AutoMate with their gym membership system. LPR cameras detect member vehicle arrival, triggering automatic parking session start. Members scan their QR code at reception to apply their free parking period. Departure triggers automatic session stop via LPR. This partnership was the showcase case study for ParkMate AutoMate and won the 2024 NZPA Excellence in Innovation Award.
- RUSH (Rush Digital)coreRUSH (Rush Digital) collaborated with ParkMate on the ParkMate AutoMate project, specifically developing the R/VISION platform for Licence Plate Recognition (LPR). This involved camera positioning and configuration, AI and image processing optimization, and API integration with the AXIS LPV solution for automated number plate reading at Les Mills.
- AeroparksminorAeroparks (New Zealand owned Auckland Airport park-and-fly operator) is integrated into the ParkMate app. Users can search for and book parking at Aeroparks directly through ParkMate. Aeroparks offers free shuttle to/from airport, 4K CCTV, and car grooming services.
- PlunketminorParkMate announced a partnership with Plunket, New Zealand's leading provider of parenting support services, offering promotional parking benefits to Plunket clients and supporters.
- Coca-ColaminorCoca-Cola partnered with ParkMate for the 2019 (and subsequent) Designated Driver programme. Registered designated drivers received free night-time parking via the ParkMate app at participating bars in Auckland, Hamilton, Wellington, and Christchurch, alongside free Coca-Cola non-alcoholic beverages.
- Wilson Parking New Zealand LimitedflagshipParkMate is a division of Wilson Parking New Zealand Limited. Wilson Parking is the primary car park operator providing the physical infrastructure (400+ car parks) that ParkMate's digital platform sits on top of. Related entities include Parking Enforcement Services.
- TNS / WindcavecoreTNS and Windcave are ParkMate's PCI-compliant payment providers, handling credit and debit card transaction processing. Credit card details are encrypted, processed, and stored by these providers — ParkMate does not collect or store card details directly.
- Advam Pty LtdcoreAdvam Pty Ltd is the developer and publisher of the ParkMate (NZ) mobile app (available on iOS and Android). Advam builds and maintains the app technology on behalf of ParkMate/Wilson Parking.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
ParkMate competitors and assessment
Company assessmentDirect peers
- PayMyPark: New Zealand-based mobile parking payment app offering digital parking sessions across NZ operators. Directly competes with ParkMate in the same geography, serving the same individual drivers and corporate accounts with a similar app-led PLG model.
- CellOPark: Mobile parking payment app operating in New Zealand and Australia. Directly competes with ParkMate on consumer parking payments and offers overlapping functionality including session management and account-based billing.
Broad incumbents
- EasyPark Group: Large European-headquartered parking app operator with active expansion across Australasia. Competes with ParkMate in the same consumer and B2B parking categories but with materially larger capital, broader geographic footprint, and a more extensive operator integrations portfolio.
- ParkMobile: One of the largest mobile parking payment platforms in North America with expanding international presence. Comparable to ParkMate in core product (mobile parking sessions, account-based billing, operator integrations) but operating at significantly greater scale across multiple geographies.
- Flowbird: Global provider of parking payment hardware (pay stations, PARCS) and software including mobile apps. Comparable to ParkMate on the mobile-payment side and overlapping on PARCS/LPR infrastructure, with a much larger installed base across Europe and beyond.
- SKIDATA: Global provider of parking access and revenue control systems, including LPR-based barrier solutions. Overlaps with ParkMate AutoMate on the automated access / LPR side and addresses the same operator customers in the wider market.
Others
- Wilson Parking: Parent entity and primary car park operator whose infrastructure ParkMate is built on top of. While not a direct competitor at the operator level, Wilson controls the supply side of ParkMate's marketplace and represents the structural relationship any PE investor must evaluate.
- Advam Pty Ltd: Payment processor and the developer/publisher of the ParkMate mobile app on iOS and Android. Functions as a key technology enabler and adjacent provider of payment infrastructure relevant to anyone evaluating ParkMate's tech stack.
Regional players
- Smales Farm: Auckland-based business park operator using ParkMate at its car parks. Not a competitor, but a regional operator-customer that illustrates the operator-side partnerships ParkMate relies on for supply.
Emerging players
- ParkingPay: Mobile parking payment app present in selected Australian and New Zealand markets. Comparable to ParkMate on core consumer functionality but typically more limited in B2B corporate accounts and automated LPR offerings.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
ParkMate social profiles
Digital presenceParkMate compliance and trust
Trust signalCompliance1 record
ParkMate financial estimates
Financial estimateRevenue estimate
Valuation estimate
ParkMate leadership team
Management profileNumber of profiles
Profiles2 records
ParkMate funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ParkMate M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ParkMate
What does ParkMate do?
ParkMate is a mobile-first parking payment platform that lets drivers find, pay for, and manage parking sessions at over 400 car parks across New Zealand without coins, tickets, or pay machines. Beyond the consumer app, ParkMate offers Corporate Accounts (staff/fleet parking management for 850+ business clients), Business Booking (web-based pre-booked guest parking for hotels, gyms, and retailers), ParkMate AutoMate (LPR-based fully automated member parking), ParkMate Guest (QR-code web payment for non-app users), and prepaid Multi-pass and Subscription products.
Is ParkMate a public or private company?
ParkMate is a private company. It is classified as corporate owned and is currently operating.
When was ParkMate founded?
ParkMate was founded in 2013. It employs 1 to 10 people.
Where is ParkMate based?
ParkMate is headquartered in Auckland, New Zealand, in the Oceania region.
How does ParkMate make money?
Four revenue lines are on record. Usage-based Parking Transaction Fees are the primary driver. The others are multi-pass and Subscription Products, corporate Account Management Fees and business Booking Platform.
Who are ParkMate's main competitors?
Direct peers on record are PayMyPark and CellOPark. Broad incumbents are EasyPark Group, ParkMobile, Flowbird and SKIDATA. Others are Wilson Parking and Advam Pty Ltd. Smales Farm is listed as a regional player. ParkingPay is listed as an emerging player.
Does ParkMate have an API?
No public API is recorded for ParkMate.
What industry is ParkMate in?
ParkMate's product category is Parking Management Software. Its primary akta.pro industry code is TLAJAIAH, Shared Parking & Marketplace Platforms (B2B/B2C Space Sharing, Aggregators), with a secondary code of TLAJAIAD, Parking Access & Revenue Control Systems (PARCS) (Gates, Pay Stations, Ticketing). Its NAICS code is 812930 and its SIC code is 7500.