Generate KiwiSaver Scheme
Generate KiwiSaver Scheme is a New Zealand-owned KiwiSaver provider serving 190,000+ individual members with retirement savings and managed funds products, differentiated by Morningstar-validated long-term performance, award-winning customer service, and Mindful Funds responsible investing.
- Company typePrivate
- Founded2012
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Generate KiwiSaver Scheme does
Generate KiwiSaver Scheme is a New Zealand-owned and operated KiwiSaver provider operating as Generate Investment Management Ltd., headquartered in Auckland. The company serves over 190,000 individual New Zealand members through its core KiwiSaver Scheme and a complementary Generate Managed Funds offering, supported by a mobile application on iOS and Android that delivers fund performance tracking and account access.
The business model is asset-management-fee based, generating recurring revenue through management fees on KiwiSaver scheme AUM and managed fund balances. Distribution is direct-to-consumer via the generatewealth.co.nz website and mobile app, supplemented by an adviser network for personalised consultations and a phone support line (0800 855 322). Marketing spans content (news and guides), social media (Facebook, LinkedIn, Instagram), and tools and calculators aimed at engaging prospective and existing members.
Generate differentiates on three pillars: long-term investment performance validated by Morningstar's independent quarterly reports (9.5% 10-year return for the Focused Growth fund against an 8.9% industry average for Aggressive funds); award-winning customer service including the Consumer NZ People's Choice award, Reader's Digest Trusted Brand Award 2025, and Quality Service Award 2026; and responsible investing through Mindful Funds certification across all funds, which excludes harmful industries. The company positions itself as a Kiwi-owned alternative to faceless incumbents, engaging members directly rather than intermediating service through call centres.
Generate KiwiSaver Scheme firmographics
Firmographics- Name
- Generate KiwiSaver Scheme
- Legal name
- Generate Investment Management Ltd.
- Website
- http://www.generatekiwisaver.co.nz
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Generate KiwiSaver Scheme is a New Zealand-owned KiwiSaver provider serving 190,000+ individual members with retirement savings and managed funds products, differentiated by Morningstar-validated long-term performance, award-winning customer service, and Mindful Funds responsible investing.
- Ownership category
- akta.pro rank
Generate KiwiSaver Scheme industry classification
Industry- Product category
- Retirement Savings (KiwiSaver)
- NAICS
- Pension Funds (525110)
- akta.pro primary industry
- Pension Master Trusts, Superannuation & Provident Funds (FSAAAGAB)
Keywords
Where Generate KiwiSaver Scheme is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Markets served
Generate KiwiSaver Scheme business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- KiwiSaver Management Fees: Generate generates revenue through management fees charged on KiwiSaver scheme assets under management. As a registered KiwiSaver provider, they collect ongoing fees from members' retirement savings balances.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | KiwiSaver scheme with multiple fund options |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Generate KiwiSaver Scheme product offering
Product offeringCore offering
Generate KiwiSaver Scheme is a New Zealand retirement savings scheme offering multiple fund choices (including a Focused Growth fund) with strong long-term performance validated by Morningstar quarterly reports. Alongside it, Generate offers a separate Managed Funds unit trust scheme for wealth building, both supported by a mobile application on iOS and Android, online tools and calculators, and an adviser channel for personalised guidance.
Product overview
Generate KiwiSaver Scheme is a New Zealand-owned and operated KiwiSaver provider offering a comprehensive suite of retirement savings and investment products. The core offering consists of the Generate KiwiSaver Scheme (a retirement savings plan) and Generate Managed Funds (a separate managed investment fund scheme). Both products are supported by a mobile application available on iOS and Android platforms. The company emphasizes its award-winning customer service, responsible investing approach with 'Mindful Funds' certification, and strong long-term fund performance track record.
Differentiator
Problem solved
Functional benefit
Brands
- Generate Managed Funds: Managed funds investment offering alongside KiwiSaver scheme.
Products and services
- Generate KiwiSaver Scheme
Quantifiable outcome
- 9.5% 10-year return for Focused Growth fund, outperforming 8.9% industry average for Aggressive funds
Companies that use Generate KiwiSaver Scheme
Customer profileSegments1 record
Ideal customer profiles2 records
Generate KiwiSaver Scheme technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Generate KiwiSaver Scheme partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- MorningstarcoreMorningstar is an independent investment research firm that compiles, analyses, and ranks KiwiSaver funds. Generate's funds are regularly included in Morningstar's quarterly KiwiSaver report, providing third-party validation of their performance rankings against industry averages.
- Mindful MoneycoreMindful Money is a New Zealand organization that evaluates and recognizes responsible investment funds. All Generate KiwiSaver funds have been officially recognized as 'Mindful Funds', meaning they specifically exclude harmful industries from their investments.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Generate KiwiSaver Scheme competitors and assessment
Company assessmentBroad incumbents
- AMP Wealth Management New Zealand: Established NZ wealth manager offering KiwiSaver and managed funds as part of a broader financial services portfolio. Comparable on product but competes as a multi-product incumbent rather than a KiwiSaver specialist.
- Smartshares: NZ investment and KiwiSaver platform offering low-cost index funds under the NZX umbrella. Comparable as a KiwiSaver and managed funds provider, but with a passive index focus and exchange-group backing.
- ASB (ASB KiwiSaver): Major NZ bank-owned KiwiSaver scheme with payroll-integrated distribution. Overlaps with Generate on product and target member, but operates within a much larger banking franchise.
- ANZ Investments (ANZ KiwiSaver): One of NZ's largest default KiwiSaver schemes, owned by ANZ Bank. Competes with Generate across the same customer base but with broader bank distribution and default-allocation flow.
Direct peers
- Simplicity: NZ-owned KiwiSaver and investment scheme known for low fees and a non-profit structure. Directly comparable as a non-bank, NZ-owned KiwiSaver provider competing on cost, performance, and member service.
- Fisher Funds: NZ-based KiwiSaver and managed funds manager with active investment approach. Comparable as an independent KiwiSaver specialist with overlapping fund range and target customer.
- Booster: NZ-owned KiwiSaver and managed funds provider serving hundreds of thousands of members. Directly comparable product set (KiwiSaver + Managed Funds) and member segments.
- Pathfinder Asset Management: NZ KiwiSaver and managed funds provider with a responsible-investing tilt. Comparable product breadth and overlapping ethical-investment positioning vs. Generate's Mindful Funds certification.
- Milford Asset Management: NZ-based KiwiSaver and managed funds manager with active investment style. Comparable as a non-bank KiwiSaver specialist competing on performance and active management.
Emerging players
- Kernel: Newer NZ KiwiSaver and managed funds provider with low-fee passive and index strategies. Comparable offering for NZ retirement savers, but with a younger brand and contrasting passive investment style.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Generate KiwiSaver Scheme social profiles
Digital presenceGenerate KiwiSaver Scheme compliance and trust
Trust signalCompliance1 record
Generate KiwiSaver Scheme financial estimates
Financial estimateRevenue estimate
Valuation estimate
Generate KiwiSaver Scheme leadership team
Management profileNumber of profiles
Generate KiwiSaver Scheme funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Generate KiwiSaver Scheme 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 Generate KiwiSaver Scheme
What does Generate KiwiSaver Scheme do?
Generate KiwiSaver Scheme is a New Zealand retirement savings scheme offering multiple fund choices (including a Focused Growth fund) with strong long-term performance validated by Morningstar quarterly reports. Alongside it, Generate offers a separate Managed Funds unit trust scheme for wealth building, both supported by a mobile application on iOS and Android, online tools and calculators, and an adviser channel for personalised guidance.
Is Generate KiwiSaver Scheme a public or private company?
Generate KiwiSaver Scheme is a private company. It is classified as unknown and is currently operating.
When was Generate KiwiSaver Scheme founded?
Generate KiwiSaver Scheme was founded in 2012. It employs 11 to 50 people.
Where is Generate KiwiSaver Scheme based?
Generate KiwiSaver Scheme is headquartered in Auckland, New Zealand, in the Oceania region.
How does Generate KiwiSaver Scheme make money?
One revenue line is on record: kiwiSaver Management Fees.
Who are Generate KiwiSaver Scheme's main competitors?
Broad incumbents on record are AMP Wealth Management New Zealand, Smartshares, ASB (ASB KiwiSaver) and ANZ Investments (ANZ KiwiSaver). Direct peers are Simplicity, Fisher Funds, Booster, Pathfinder Asset Management and Milford Asset Management. Kernel is listed as an emerging player.
Does Generate KiwiSaver Scheme have an API?
No public API is recorded for Generate KiwiSaver Scheme.
What industry is Generate KiwiSaver Scheme in?
Generate KiwiSaver Scheme's product category is Retirement Savings (KiwiSaver). Its primary akta.pro industry code is FSAAAGAB, Pension Master Trusts, Superannuation & Provident Funds. Its NAICS code is 525110.