Moneyworks

What Moneyworks does

Moneyworks NZ Ltd is a privately held financial planning and ethical investment advisory firm headquartered in Cambridge, New Zealand (with a presence also listed in Turangi), founded in 1997 by Carey Church. The firm serves New Zealand-based professionals, couples, and individuals—particularly those aged 40-65 approaching or in retirement—including managers, scientists, doctors, engineers, public servants, IT specialists, and analytical thinkers who have typically paid off their mortgage. Moneyworks operates as a Licensed Financial Advice Provider (FSP15281) supervised by the Financial Markets Authority, with a stated focus on ethical and responsible investing supported by RIAA certification and Certified B Corporation status (re-certified 2025).

The firm's core services span financial planning, retirement and investment planning, KiwiSaver advisory, ethical investing, insurance (life, trauma, income protection, mortgage repayment, and health/medical), and legal/estate services (wills, enduring powers of attorney, and family trusts under the Trusts Act 2019). Its technology stack is modest and primarily internal-facing: 'Millie', a Robotic Process Automation system developed in 2018 (originally with Q4, now EY, and now maintained in-house), automates the annual review workflow; Marloo AI (a New Zealand third-party) records and transcribes client meetings with client consent disclosed in the Contract of Engagement and audio stored on AWS Sydney with UK backups; and Claude, ChatGPT, and Gemini are used for internal drafting and research. There is no customer-facing AI product, no proprietary ML model, and no app or API surface.

Moneyworks generates revenue through professional services fees for financial planning, retirement advisory, and ongoing review work; pricing is quote-based and not publicly disclosed. The firm operates a sales-led, direct advisory model with no external investors, parent company, subsidiaries, or institutional ownership, and its services are limited to persons in New Zealand. The team comprises three core advisers (Carey Church as Managing Director, Paul, and Peter) supported by a total of 1-10 employees. Distribution relies on direct engagement, a 585+ post content-marketing blog, a monthly email newsletter, community involvement (U3A Cambridge, Cambridge Cricket Club, Cambridge Lifeskills), and earned media from industry awards and conference participation (RIAA Conference, Portfolio Construction Forum).

Name

Moneyworks

Legal name

Moneyworks NZ Limited

Website

https://moneyworks.co.nz

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Moneyworks NZ Ltd is a privately held New Zealand financial planning and ethical investment advisory firm founded in 1997, serving professionals, couples, and individuals aged 40-65 with retirement, KiwiSaver, insurance, and estate planning advice.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Trusts, Estates, and Agency Accounts (52592)

SIC

Investment Advice (6282)

akta.pro primary industry

Net Worth & Personal Balance Sheet Tracking (FSAGADAF)

akta.pro secondary industry

Personal Financial Management & Budgeting (PFM) (FSAGAAAH)

Keywords

• Financial planning services
• Retirement planning advice
• Ethical investment advisory
• Kiwisaver advisory
• Insurance planning services

Headquarters

HQ city

Turangi

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning and Advisory Fees: Revenue generated through financial planning, retirement planning, investment advisory, and ongoing review services. The firm operates as a Licensed Financial Advice Provider (FSP15281) supervised by the Financial Markets Authority.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Moneyworks NZ Ltd is a Licensed Financial Advice Provider (FSP15281) that delivers personalized financial planning, retirement and investment planning, KiwiSaver advisory, and ethical investing services to individuals and couples. The firm also advises on and arranges personal insurance products (life, trauma, income protection, mortgage repayment, health/medical) and provides legal/estate services including wills, enduring powers of attorney, and family trusts. Clients engage through a structured process of clarity sessions, plan creation, implementation, and ongoing review.

Product overview

Moneyworks NZ Ltd is a financial planning and advisory firm offering a comprehensive suite of services centered on retirement planning, ethical investing, and insurance protection. The core offering combines Financial Planning with Retirement and Investment Planning, supported by KiwiSaver advisory services and ethical investment approaches. Insurance products include Life Insurance, Trauma Insurance, Income Protection Insurance, Mortgage Repayment Insurance, and Health/Medical Insurance. Legal services encompass Wills and Estate Administration, Enduring Powers of Attorney, and Family Trusts. The firm also provides ongoing advisory review services for continuous client support.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning
• Retirement and Investment Planning
• KiwiSaver Advisory
• Ethical Investing
• Life Insurance
• Trauma Insurance
• Income Protection Insurance
• Mortgage Repayment Insurance
• Health/Medical Insurance
• Wills and Estate Administration
• Enduring Powers of Attorney (EPA)
• Family Trusts
• Ongoing Advice and Review

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

AI capability3 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Responsible Investment Association Australasia (RIAA)coreStrategic or Co-development PartnerMoneyworks NZ Ltd is a RIAA Certified Ethical Financial Adviser Business. The firm participates in RIAA events, including Paul appearing on a panel at the RIAA Conference in September 2025. RIAA is a regional industry body promoting responsible and ethical investment.
• Mindful MoneycoreStrategic or Co-development PartnerMindful Money is a New Zealand charity focused on holding the investment industry accountable on ethical investing. Moneyworks won Mindful Money's Best Ethical Financial Adviser awards consecutively from 2023-2026. Carey Church also serves as a judge in the Mindful Money awards process.
• U3A CambridgeminorOthersMoneyworks supports U3A Cambridge, a community education organization for retirees. Carey Church co-founded U3A Cambridge with Lyndall Hermitage in 2022.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pathfinder Asset Management: New Zealand-domiciled ethical and responsible investment manager offering KiwiSaver and managed funds with rigorous ethical screens. Directly comparable to Moneyworks on ethical investing positioning, NZ geography, and the same retirement/KiwiSaver customer base.
• Consilium: Independent New Zealand financial advice and investment advisory firm providing holistic planning across retirement, KiwiSaver, insurance, and estate planning. Most comparable in business model (independent advisory, multi-product, NZ-only) to Moneyworks.
• Booster: New Zealand KiwiSaver specialist and wealth manager with the Booster Socially Responsible investment option. Comparable on ethical KiwiSaver advisory and NZ retirement planning, but operates at materially larger scale as a specialist KiwiSaver provider.
• Generate KiwiSaver: New Zealand KiwiSaver scheme with ethical and growth fund options, serving the same retirement-planning customer base. Comparable as a KiwiSaver provider competing for the same 40-65 demographic in NZ.

Broad incumbents

• Forsyth Barr: One of New Zealand's largest full-service investment advisory and wealth management firms, offering KiwiSaver, investment, and insurance advice. Comparable to Moneyworks on product breadth and NZ retirement planning focus, but materially larger scale and broader offering.
• Craigs Investment Partners: Established New Zealand investment advisory firm providing wealth management, KiwiSaver, and equity research to retail and institutional clients. Comparable on KiwiSaver/retirement advisory services in NZ, but a much larger incumbent with broader institutional capabilities.
• Milford Asset Management: Major New Zealand fund manager with KiwiSaver, active, and ethical fund ranges including Milford Sustainable. Overlaps with Moneyworks on KiwiSaver and ethical investment offerings in the NZ market, though distributed through financial advisers rather than directly competing in advisory services.
• Fisher Funds: New Zealand fund manager offering KiwiSaver, ethical (Kiwibank Ethical), and managed funds. Comparable on KiwiSaver and ethical fund offerings for the NZ retirement-planning market, though primarily a product manufacturer rather than a direct advisory firm.

Emerging players

• Kernel Wealth: New Zealand digital wealth platform offering low-cost KiwiSaver and managed funds, including a Sustainability fund. Comparable on KiwiSaver and NZ retirement market focus, but a low-cost digital-first challenger rather than a traditional advisory firm.
• Sharesies: New Zealand investment platform offering KiwiSaver, funds, and share trading to retail investors. Comparable as a NZ-based retail wealth platform, but operates a self-directed digital model rather than the relationship-based advisory model of Moneyworks.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/MoneyworksNZ
• Facebookfacebook.com/MoneyworksNZ
• LinkedInlinkedin.com/company/moneyworks-nz-limited

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Moneyworks