What E tu does

E tū is one of New Zealand's largest trade unions, formed through the merger of the Service Workers Union (SWU) and the Engineering, Printing and Manufacturing Union (EPMU), and registered as 'E tū Incorporated' under New Zealand's Employment Relations Act 2020. Operating from its Auckland head office at Level 2, Tower 2, 646 Great South Road, Ellerslie, with a staff count listed in the 5,001–10,000 range, E tū represents workers across seven industry verticals: aviation, communications, community support (aged care, home support, disability support, mental health and addiction), engineering, infrastructure and extractions, manufacturing and food, public and commercial services, and musicians (through the E tū Musicians Union). The union led the historic 2017 Kristine Bartlett equal pay case that resulted in a NZ$2 billion settlement for over 60,000 care and support workers, and continues active campaigns including Transforming Care, Decent Work, Living Wage, Just Transition, and Safe Airports.

The union's product and technology surface consists of member-facing digital infrastructure: the MyEtū member portal, the Delegates Site for workplace representatives, the E tū Union Toolbox mobile app providing electronic membership cards, and the E tū Job Match recruitment platform at jobmatch.etu.nz connecting job-seekers with 'good and decent employers.' Supporting services include the Member Advantage Programme (exclusive discounts and benefits), the E tū Education and Training Foundation, and the E tū Welfare Trust Fund. Distribution is delivered through a self-serve online join process at membership.etu.nz, a 0800 1 UNION contact centre, an internal field organiser and delegate network providing direct member support at worksites, and community-based organising through the Living Wage Movement Aotearoa New Zealand.

E tū's revenue model centres on membership subscription fees collected via payroll deduction (check-off), direct debit, bank transfer, credit/debit card, or digital wallet, with specific rates determined by the Union Constitution and not publicly disclosed. A secondary revenue stream comes from Solidarity Membership, priced from NZ$2 per week for non-member supporters. A tertiary revenue stream is generated through the Job Match recruitment platform, where employers post vacancies. All revenue is in NZD. The union operates two wholly-owned subsidiaries — the E tū Education and Training Foundation and the E tū Welfare Trust Fund — and is affiliated with the New Zealand Council of Trade Unions (NZCTU). Operating geographies are restricted to New Zealand.

Name

E tu

Legal name

E tū Incorporated

Website

https://etu.nz

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

E tū is one of New Zealand's largest trade unions, representing workers across aviation, care and support, communications, engineering and infrastructure, manufacturing and food, public and commercial services, and musicians. It provides collective bargaining, pay equity representation, and member services through digital portals, delegate networks, and community organising.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: E tū generates revenue through membership subscription fees paid by union members. Fees are collected via payroll deduction (check-off), direct debit, bank transfer, credit/debit card, or digital wallet services. The payment method and frequency are set in accordance with the Union's Constitution.
2. Solidarity Membership: A paid membership option for non-members and existing members to financially support the union's work, priced from $2 per week.
3. Job Match Recruitment Service: A recruitment service connecting job-seekers with employers. E tū may earn revenue from job advertisers who post vacancies on the Job Match platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

E tū is a registered New Zealand trade union that represents workers across aviation, communications, community support, engineering, infrastructure, manufacturing, food, public and commercial services, and musicians. Its core offering is union membership that includes collective bargaining, workplace representation, employment rights advocacy, pay equity claims, and health and safety protection. Supporting services include the Job Match recruitment platform, the Member Benefits programme, and the Solidarity Membership option for non-member supporters.

Product overview

E tū is a registered trade union representing workers across multiple industries in Aotearoa New Zealand. The union operates primarily as a membership organization rather than a technology product company. Its service portfolio centers on collective representation, industrial advocacy, and member support. The core offerings include union membership with representation in workplace disputes, collective bargaining, and advocacy campaigns. Supporting services include the E tū Job Match recruitment platform, the E tū Union Toolbox mobile app for electronic membership cards, the My Etū member portal, a Member Benefits programme providing discounts to union members, and a Solidarity Membership option for non-member supporters. The union also operates the E tū Education and Training Foundation and E tū Welfare Trust Fund for member support, and publishes the E tū Magazine. The organization runs major campaigns including Transforming Care (pay equity), Decent Work, Living Wage, and Just Transition.

Differentiator

Problem solved

Functional benefit

Products and services

• E tū Union Membership Standard union membership providing collective bargaining, workplace representation, employment rights advocacy, pay equity support, health and safety protection, training access, and member benefits for workers across aviation, community support, manufacturing, communications, engineering, infrastructure, public/commercial services, and musicians.
• E tū Job Match Recruitment service connecting job-seekers with good and decent employers across Aotearoa New Zealand, including CV writing assistance and job preparation support.
• Solidarity Membership Paid membership option for non-union members and existing members to financially support E tū's union and campaign work, priced from $2 per week.
• Member Benefits Programme Exclusive discounts, services, and union support benefits offered to E tū union members under the Member Advantage programme.
• E tū Education and Training Foundation Educational foundation supporting training and development opportunities for E tū union members.
• E tū Welfare Trust Fund Welfare trust fund providing support to E tū union members in need.

Quantifiable outcome

• Historic pay equity settlement for 60,000+ care and support workers in 2017
• +2 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core, minor and regional.

• Living Wage Movement Aotearoa New ZealandcoreStrategic or Co-development PartnerE tū has been part of the Living Wage Movement since 2012, working with communities, faith groups, and other unions to win the Living Wage (currently $28.95/hour) for hundreds of cleaners, security guards, parking officers, catering workers and others across New Zealand.
• NZ Council of Trade Unions (CTU)coreStrategic or Co-development PartnerE tū is affiliated with the NZ Council of Trade Unions. Personal data is collected from CTU in certain circumstances. E tū and CTU work together on joint initiatives including care and support pay equity claims.
• Labour PartyminorStrategic or Co-development PartnerWhere members join the Labour Party as affiliated trade union members and consent, E tū shares necessary data with the Labour Party to verify trade union membership.
• Venture TaranakiregionalStrategic or Co-development PartnerE tū is involved in a community and business network run by Venture Taranaki to take a local approach to Just Transition issues in the Taranaki 2050 initiative. This supports workers and communities affected by the transition away from oil and gas.
• Privacy Commissioner (New Zealand)minorOthersE tū is subject to oversight by the Office of the Privacy Commissioner for data protection matters. Members can contact the Privacy Commissioner if not satisfied with E tū's response to privacy concerns.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• New Zealand Nurses Organisation (NZNO): NZNO is the largest NZ union in the health workforce, with significant overlap with E tū's community support and care members. Directly comparable as a large registered NZ trade union with collective bargaining and pay-equity focus.
• Public Service Association of New Zealand (PSA): PSA is one of the largest NZ unions, representing public sector and state-sector workers. Comparable to E tū as a similarly sized national union with overlap in public and commercial services segments.
• Amalgamated Workers Union of New Zealand: AWU NZ is a smaller NZ private-sector union covering manufacturing, construction, and extractive industries. Directly comparable as a registered NZ union with overlap in E tū's manufacturing and engineering/infrastructure sectors.
• First Union (New Zealand): First Union is a major NZ private-sector trade union covering similar industries (transport, manufacturing, logistics, retail). It is the most direct peer to E tū in NZ and the two unions are co-counsel on the Uber gig-worker case, confirming deep operational comparability.
• New Zealand Dairy Workers Union (NZDWU): NZDWU represents dairy processing workers in NZ. Directly comparable as a sector-focused registered union with a similar collective bargaining model and CTU affiliation.
• Unite Union (New Zealand): Unite Union is a NZ private-sector union with comparable membership in hospitality, retail, and transport. Directly comparable in size, scope, and community-organising GTM motion.
• Maritime Union of New Zealand: MUNZ represents NZ maritime, port, and transport workers and is affiliated with the NZCTU. Comparable as a sector-focused registered NZ union with similar collective-bargaining and political-advocacy operations.

Broad incumbents

• NZ Council of Trade Unions (CTU): CTU is the national peak body for NZ unions to which E tū is affiliated. Comparable as the umbrella for the same member-advocacy function at a national-coordination level rather than a sector-specific union.
• Service Employees International Union (SEIU): SEIU is one of the largest US unions, focused on healthcare, property services, and public sector workers — directly comparable to E tū's community support and care segment in scale and service-worker focus.

Regional players

• Australian Council of Trade Unions (ACTU): ACTU is the Australian peak union body, analogous in role to NZCTU. Comparable as the regional (Trans-Tasman) equivalent of E tū's national union movement umbrella, operating in a larger adjacent labour market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/EtuUnion
• Instagraminstagram.com/etuunion
• Xx.com/etuunion

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 E tu