Generate KiwiSaver Scheme

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.

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

Product category

Retirement Savings (KiwiSaver)

NAICS

Pension Funds (525110)

akta.pro primary industry

Pension Master Trusts, Superannuation & Provident Funds (FSAAAGAB)

Keywords

• Retirement savings scheme
• Kiwisaver fund management
• Managed investment funds
• Responsible investing funds
• Financial advice services

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• MorningstarcoreStrategic or Co-development PartnerMorningstar 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 MoneycoreStrategic or Co-development PartnerMindful 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

Broad 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

• Facebookfacebook.com/generatekiwisaver
• LinkedInlinkedin.com/company/generate-kiwisaver-scheme
• Instagraminstagram.com/generatekiwisaver

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Generate KiwiSaver Scheme