Diagram

What Diagram does

Diagram is a privately-held, Wellington-based boutique consulting firm (Diagram Limited, trading as Diagram Strategy) that provides independent strategic advisory services focused on digital strategy and AI implementation for organizations across New Zealand. Founded in 2016 and led by Tom Hovey, the firm serves government agencies (RNZ, Ombudsman, NZDF, Te Waihanga, ENA, HQSC, Wellington City Council, NZ On Air, NIFF, TREC, IoD, ACC), not-for-profits (Arthritis NZ, Interpreting NZ, Heart Foundation, Fish and Game NZ), and select commercial enterprises (Meridian, NZ Rugby, Bastion Shine, BERL, Wellington UniVentures). Its core offerings include AI literacy training and workshops, AI strategy development, AI governance and policy frameworks, and proof-of-concept AI chatbot and tool builds — delivered without the firm building or selling its own digital or AI products, in order to maintain vendor neutrality.

The business operates a sales-led, professional services model with custom consulting engagements priced per project scope and billed under multi-year contracts where applicable. The firm is an approved supplier on the New Zealand Government Marketplace for digital experience professional services and a member of the AI Forum, both of which underpin its public-sector access. Headcount is small (1–10), meaning engagements are principal-led and supplemented by specialist teams assembled per project. The firm also runs a venture studio and the Diagram ClimateTech Fund, through which it incubated and co-led a $5.4M seed round in JetScale AI in February 2026, representing a parallel equity-backed venture-building arm distinct from the core consulting revenue.

Revenue mechanics are typical of a boutique advisory: project-based fees tied to scope, multi-year advisory retainers with select government clients, and no publicly disclosed pricing or revenue figures. Customer acquisition relies on direct outreach, the website case-study portfolio, and referrals, with no formal demand-generation or channel sales motion. Geographic scope is single-country (New Zealand), and there is no public disclosure of ARR, headcount growth, or funding rounds for the consulting entity itself.

Name

Diagram

Legal name

Diagram Limited

Website

https://diagram.co.nz

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Diagram is a Wellington-based boutique consultancy that provides independent digital strategy and AI implementation advisory to New Zealand government, not-for-profit, and commercial clients, led by Tom Hovey and complemented by a venture studio (Diagram ClimateTech Fund).

Ownership category

akta.pro rank

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategic Advisory Services: Diagram generates revenue through consulting engagements focused on AI strategy, digital strategy, and implementation support. Services include AI literacy training, workshops, strategy development, and organizational advisory work.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Diagram is a Wellington, New Zealand-based consulting firm that helps government, non-profit, and commercial organizations plan and execute digital strategy and AI adoption. Its offerings span AI strategy, governance and policy, literacy training and workshops, and proof-of-concept development, delivered through direct consulting engagements.

Product overview

Diagram is a strategy consulting firm offering a portfolio of advisory services centered on digital strategy and AI implementation. Their core offering combines AI literacy training and workshops with AI strategy services, working alongside organizational leadership to develop AI governance frameworks, policies, and proof-of-concept AI tools. The firm positions itself as an independent advisor that does not build or sell digital products, instead focusing on early-stage strategic planning to help organizations prepare for successful digital and AI projects.

Differentiator

Problem solved

Functional benefit

Products and services

• AI Implementation Advisory Advisory engagement helping organizations assess, plan, and execute AI adoption initiatives, including strategy, use-case identification, and proof-of-concept delivery. Targeted at New Zealand government, non-profit, and commercial organizations.
• Digital Strategy Consulting Strategic consulting on digital transformation roadmaps and operating-model design for organizations navigating technology-driven change.
• AI Governance and Policy Development Development of AI governance frameworks, internal policies, and responsible-use guidelines for organizations deploying AI within their operations.
• AI Literacy Training and Workshops Structured training and workshop programs designed to build AI literacy and capability across leadership and staff of client organizations.
• AI Proof-of-Concept Development Hands-on development of AI proof-of-concept solutions that allow client organizations to validate use cases before full deployment.

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Partnerships

One partnership is on record.

• AI ForumminorOthersDiagram is a member of the AI Forum, an industry body for AI organizations in New Zealand.

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Thoughtworks: Global technology consultancy pairing strategic advisory with delivery, including AI strategy and adoption work for enterprises. Overlaps with Diagram's AI strategy and digital advisory offerings but combines them with embedded engineering and product capabilities.
• Accenture: Global management consulting and technology services firm with a major AI/digital transformation advisory practice. Competes with Diagram for AI strategy, governance, and digital mandates across public-sector and enterprise clients, but at vastly greater scale and global reach.
• McKinsey & Company: Top-tier global strategy firm with the QuantumBlack AI practice serving governments and large enterprises. Operates in the same senior-executive AI strategy space that Diagram occupies for NZ public-sector clients.
• Deloitte: Big 4 professional services firm operating Deloitte Digital and a significant AI strategy practice. Has an active presence in the NZ public-sector and enterprise markets where Diagram delivers similar AI advisory and governance services.
• Bain & Company: Global top-tier strategy consulting firm with expanding digital and AI advisory capabilities serving large enterprises and government. Overlaps with Diagram's senior-leadership advisory work on AI strategy and organisational transformation.
• KPMG: Big 4 firm with digital and AI advisory services and an established presence in the New Zealand government and enterprise market. Competes for similar AI strategy and digital transformation mandates.
• Slalom: Boutique-leaning global consulting firm heavily focused on digital transformation, AI, and modern technology delivery. Closer in spirit to Diagram's boutique AI advisory positioning than the largest incumbents, though materially larger in headcount and geographies served.
• Boston Consulting Group: Global top-tier strategy firm with BCG X focused on AI, digital, and emerging tech consulting. Competes for senior-leadership AI strategy advisory mandates that overlap with Diagram's positioning.
• PwC: Big 4 firm with a sizeable AI and digital consulting practice and a substantial New Zealand public-sector footprint. Directly competes for NZ government advisory mandates where Diagram also operates.

Regional players

• Datacom: Largest New Zealand-headquartered IT services firm, providing digital strategy, transformation, and managed services to government and commercial clients across ANZ. Operates in the same NZ public-sector market as Diagram and offers partially overlapping digital advisory offerings, but with much broader delivery scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/diagram-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Diagram