Fullers Group

What Fullers Group does

Fullers Group Limited, operating as Fullers360, is New Zealand's largest ferry operator, headquartered at Auckland's Downtown Ferry Terminal and serving approximately 6 million resident and visitor passengers annually across the Hauraki Gulf. The company runs high-frequency Walk-up ferry services to Waiheke Island (40-minute crossing, 326 weekly sailings in peak), Rangitoto Island, Devonport, and other gulf destinations, with a complementary premium Reserve service introduced in October 2023. Revenue is generated across multiple streams: per-trip ferry ticket sales (walk-up, reserved, off-peak), subscription commuter passes (Monthly, FlexiPass, and the app-exclusive Waiheke Weekly Pass launched June 2026), bundled wine and adventure tour packages (Taste of Waiheke, Vineyard Explorer, EcoZip, Zip Wine and Dine), corporate charters, gift vouchers, and on-board advertising. Distribution is direct-to-consumer via fullers.co.nz, the Fullers360 mobile app, ticket offices, self-service kiosks, and Auckland Transport HOP card integration.

The technology backbone centers on a fleet of conventional ferries supplemented by the Vessev VS-9 (Manta), the world's first fully electric hydrofoiling passenger tourism vessel, developed in partnership with marine-tech firm Vessev and operated under the wholly-owned NetZero Maritime subsidiary. The hydrofoiling system, drawing on America's Cup vessel techniques, is reported to reduce energy consumption by up to 95% versus conventional craft and provides a 50-nautical-mile range at 25 knots service speed for up to 10 passengers. Customer segments split between primary commuter residents of Waiheke Island (recurring, price-sensitive, served by pass products and AT HOP integration) and primary tourist/day-visitor demand (transactional, seasonal, served by bundled experiences and premium products). Corporate groups, school excursions, and senior/mobility-impaired passengers constitute secondary segments. The Waiheke Bus Company subsidiary operates Western and Eastern Explorer Hop-On Hop-Off networks on Waiheke Island, providing last-mile surface transport that complements ferry arrivals and deepens bundle economics.

Name

Fullers Group

Legal name

Fullers Group Limited

Website

https://fullers.co.nz

Company type

Private

Founded year

1984

Operating status

Operating

Short description

Fullers360 (Fullers Group Limited) is New Zealand's largest ferry operator, transporting approximately 6 million passengers annually between Auckland and Hauraki Gulf destinations including Waiheke and Rangitoto Islands via commuter services, tour packages, and a premium electric hydrofoil experience.

Ownership category

akta.pro rank

Product category

Passenger Ferry and Tourism Services

NAICS

Coastal and Great Lakes Passenger Transportation (483114), Scenic and Sightseeing Transportation, Water (487210), Water Transportation (483)

SIC

Water Transportation (4400)

akta.pro primary industry

Passenger Ferry Operators (Intercity & Regional) (THAEAGAA)

akta.pro secondary industries

Tourist & Scenic Ferry Services (THAEAGAE), Island & Archipelago Ferry Services (THAEAGAB), Tourist & Scenic Passenger Ferries (Non-Cruise) (THAIAJAH)

Keywords

• Passenger ferry services
• Island tourism experiences
• Commuter ferry passes
• Harbour cruise tours
• Electric hydrofoil vessel

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ferry Ticket Sales: Per-ride ticket sales for ferry services connecting Auckland to Waiheke Island, Rangitoto Island, and other Hauraki Gulf destinations. Includes walk-up, reserved, and off-peak pricing tiers.
2. Tour and Experience Packages: Bundled packages including ferry tickets plus guided tours (wine tours, island exploration, nature walks, zipline adventures). Includes Western and Eastern Explorer bus services on Waiheke Island.
3. Commuter Passes: Monthly passes, FlexiPass multi-trip options, and weekly passes for regular Waiheke Island commuters. Provides recurring revenue from resident travelers.
4. Corporate Charters: Exclusive charter cruises for corporate events, large scale events, and private hire. Includes dedicated event transport.
5. Gift Vouchers: Prepaid gift vouchers for ferry tickets and tour products. Sold through website and ticket offices.
6. Advertising Revenue: Advertising opportunities on board vessels and at ferry terminals.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels11 records

Core offering

Fullers360 operates scheduled passenger ferry services connecting Auckland's Downtown Ferry Terminal with Waiheke Island, Rangitoto Island, Devonport, and Auckland Harbour Cruise routes, transporting approximately 6 million passengers annually. The company bundles ferry transport with tourism experiences (wine tours, island exploration, EcoZip adventures), runs the Waiheke Bus Company hop-on hop-off network on Waiheke Island, sells commuter passes for residents, and operates premium offerings including the world-first electric hydrofoil Manta experience and private charter cruises.

Product overview

Fullers360 is New Zealand's largest ferry operator offering a comprehensive transport and tourism platform centered on ferry services across Auckland's Hauraki Gulf. The core product is the Waiheke Walk-up Ferry service providing high-frequency year-round sailings to Waiheke Island. Premium offerings include the Waiheke Reserve (pre-bookable ferry) and the first-in-the-world Electric Hydrofoil Experience (Manta) using Vessev VS-9 technology. Supporting the ferry services, Fullers360 operates the Western Explorer and Eastern Explorer Hop-On Hop-Off Bus networks on Waiheke Island. The product portfolio extends to curated tour packages including wine and food experiences (Taste of Waiheke, Vineyard Explorer, Wine and Dine), adventure activities (EcoZip, Zip Wine and Dine), and nature experiences (Rangitoto Summit Walk). Corporate offerings include charter cruises. The company also provides various commuter passes including Monthly, FlexiPass, and newly launched Weekly Pass options. With approximately 6 million passengers annually, the platform integrates with Auckland Transport HOP cards and offers Afterpay payment options.

Differentiator

Problem solved

Functional benefit

Brands

• Fullers360: Primary brand name for ferry and tourism services operating across the Hauraki Gulf, Auckland
• Waiheke Bus Company
• NetZero Maritime
• Manta
• Waiheke Reserve
• Waiheke Walk-up

Products and services

• Waiheke Walk-up Ferry High-frequency year-round passenger ferry service connecting Auckland's Downtown Ferry Terminal to Waiheke Island for residents, commuters, and tourists, with walk-up ticketing at terminals, kiosks, website, and mobile app.
• Waiheke Reserve (Pre-bookable Ferry) Premium bookable ferry service to Waiheke Island with reserved date and departure time, aimed at tourists and cruise-ship groups seeking guaranteed seating.
• Rangitoto Island Ferry Service Scheduled ferry service from Auckland to Rangitoto Island for day visitors and school groups undertaking summit walks, lava cave visits, and nature experiences.
• Electric Hydrofoil Experience (Manta) Premium 40-minute fully-electric hydrofoiling tourism experience offering smooth, emissions-free scenic cruises over Auckland's Hauraki Gulf with panoramic skyline views and expert crew commentary.
• Auckland Harbour Cruise Scenic harbour cruise product showcasing Auckland's skyline, waterfront landmarks, and volcanic islands from the water with onboard commentary.
• Western Explorer Hop-On Hop-Off Bus Hop-on hop-off guided bus service across western Waiheke Island connecting ferry passengers with vineyards, beaches, and villages.
• Eastern Explorer Bus Bus service covering the eastern part of Waiheke Island, featuring world-renowned vineyards, coastal views, and historic sites.
• Taste of Waiheke Tour Full-day guided wine and food tour on Waiheke Island bundling return ferry, coach, lunch, multiple winery visits, and an olive oil tasting.
• Vineyard Explorer Bundled package offering visits to three of Waiheke Island's wineries combined with return ferry and island tour.
• Waiheke Wine and Dine Package combining return ferry, island tour, and a flagship winery experience on Waiheke Island.
• EcoZip Adventure Tour Ziplining adventure over Waiheke Island vineyards and forest canopy with Hauraki Gulf views, sold standalone or bundled with wine experiences.
• Waiheke Eastern Explorer Tour Guided tour of Waiheke Island's eastern side, combining coastal views, local food, and heritage storytelling.
• Rangitoto Island Summit Walk Self-guided nature experience bundling ferry to Rangitoto Island with summit walk, lava cave access, and beach time.
• Corporate Cruises Exclusive charter cruises and event venue hire on the Hauraki Gulf for corporate events, team building, and large-scale private functions.
• Waiheke Bus Company Services Bus transportation services on Waiheke Island operated by Fullers360's wholly-owned subsidiary, including school bus timetables, residential transport, and tourism routes.
• Commuter Passes (Monthly, FlexiPass, Weekly) Subscription-based commuter pass products including unlimited monthly travel, multi-trip FlexiPass, and the 2026-launched Weekly Pass for regular Waiheke Island commuters.
• Gift Vouchers Prepaid gift vouchers redeemable across Fullers360 ferry tickets and tour products, sold online and at ticket offices.
• Fullers360 Mobile App Companion mobile application for Fullers360 ferry and tour customers, providing digital wallet ticketing, timetables, journey planning, real-time updates, and Afterpay payment.

Quantifiable outcome

• Transports approximately 6 million passengers annually
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Northern Mystics Netball TeamminorGTM or Marketing Partner · 13 March 2025Transport sponsorship for Northern Mystics netball team travel to Waiheke Island for community coaching masterclass events. Partnership supports community engagement and youth sports development on Waiheke Island.
• Waiheke High SchoolminorStrategic or Co-development Partner · 13 March 2025Collaboration with Waiheke High School for organizing community events including netball masterclass. School provides venue and student participation.
• VessevcoreTechnology or Integration · 28 May 2024Strategic partnership between Fullers360 and Vessev to develop and commercialize the world's first electric hydrofoiling tourism vessel (VS-9/Manta). Vessev, a sustainable marine technology company led by former Apple Watch engineering program lead Eric Laakmann, designed and built the vessel using America's Cup techniques. Fullers360 operates the vessel for premium tourism experiences on Auckland's Hauraki Gulf. Partnership aims to advance maritime decarbonization and zero-emission ferry technology.
• Auckland TransportcoreStrategic or Co-development PartnerPartnership with Auckland Transport for public transport integration. AT HOP card system accepted on Fullers360 ferry services. SuperGold and Senior Citizen concession cards loaded on AT HOP cards provide free travel for eligible passengers. Timetables for various ferry services displayed on AT website.
• Waiheke Bus CompanycoreChannel Partner/ Reseller/ DistributorSubsidiary operation providing bus services on Waiheke Island. Western Explorer Hop-On Hop-Off and Eastern Explorer Bus services connect ferry passengers with island destinations, wineries, and attractions.
• Tātaki Auckland UnlimitedminorStrategic or Co-development PartnerRegional tourism development organization that welcomed Fullers360's Waiheke Reserve service as supporting positive outcomes for Waiheke Island and Tāmaki Makaurau economies.
• Tiaki PromiseminorStrategic or Co-development PartnerFullers360 supports the Tiaki Promise, guiding principles for preserving the Tikapā Moana/Hauraki Gulf environment. Kaitiaki (guardians) of the Hauraki Gulf committed to environmental protection.
• Waiheke Island Wineries and VenuesminorChannel Partner/ Reseller/ DistributorPartnerships with multiple Waiheke Island venues including Mudbrick Vineyard, Batch Winery, Casita Miro, Stonyridge Vineyard, Cable Bay Vineyard, Man O' War, Ostend Village venues, and EcoZip Adventure. Included in tour packages distributed by Fullers360.
• Waka Kotahi (NZ Transport Agency)coreOthersRegulatory relationship for Waiheke Island ferry service exemption status. Waka Kotahi completed 18-month review recommending continuation of exempt status. Deloitte and Sapere independent reports commissioned to assess Fullers360's profitability and competitive landscape.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Thames Clippers (Uber Boat by Thames Clippers): London river commuter and tourism ferry operator with branded passenger experience and app-based ticketing. Useful international analogue on the commuter+tourism ferry model, premium branding, and digital distribution.
• Auckland Transport Ferries: Government-operated ferry services in the Auckland region (Devonport, Tiritiri Matangi, Stanley Bay). Comparable on routes and AT HOP card integration; competes for commuter ridership and tourism in adjacent corridors but is regulated-public rather than commercial-tour.

Direct peers

• Belaire Ferries: Another competitor ferry operator on Hauraki Gulf routes (including Waiheke and Rakino Island). Directly cited in the Waka Kotahi regulatory review as a relevant competitor for assessing exemption status, making it a true route-level peer.
• Kelsian Group (SeaLink New Zealand): Australia-listed Kelsian owns SeaLink NZ, which operates ferry, tourism and charter services in the Bay of Islands and Auckland region. Most structurally comparable peer given overlapping ferry+tourism model, similar New Zealand geography, and broader Australasian ferry portfolio that competes for the same institutional and tourism capital.
• Bluebridge (Strait Shipping): Direct competitor to Interislander on Cook Strait and another New Zealand-based passenger ferry operator. Comparable on operating model (scheduled passenger ferry with tourism overlay), NZ regulatory environment, and the same labour pool constraints as Fullers360.
• Explore Group: Auckland-based ferry and tour operator offering harbour cruises, island transfers, and dolphin/whale watching tours from the Hauraki Gulf. Closest direct head-to-head competitor in the Auckland tourism ferry market, sharing the same origin ports, customer base, and competitive set.
• Riverhead Ferries: Upper Harbour / Riverhead-based Auckland ferry and dining cruise operator serving similar Auckland waterfront hospitality and tourism customers. Smaller scale but directly comparable on charter and experience-led ferry product.
• KiwiRail Interislander: New Zealand government-owned ferry operator running Cook Strait passenger and freight services. Comparable on ferry operations, regulatory interface with Waka Kotahi, and New Zealand passenger ferry market positioning, though focused on inter-island rather than harbour/island service.

Others

• Vessev: Strategic technology partner and co-developer of the VS-9 electric hydrofoiling vessel. Enables Fullers360's net-zero / world-first positioning; not a peer commercially but central counterparty for the company's decarbonisation roadmap and IP development.
• Tourism Holdings Limited (THL): NZX-listed New Zealand tourism operator (campervans, guided tours, cruise excursions). Not a direct ferry competitor but a comparable scale New Zealand tourism platform with overlapping end-customer and B2B channels (cruise operators, travel trade).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@fullers360
• Facebookfacebook.com/fullers360
• LinkedInlinkedin.com/company/fullers360
• Instagraminstagram.com/fullers360
• Xx.com/fullers360

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 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 Fullers Group