Tui Ora

What Tui Ora does

Tui Ora is a kaupapa Māori, not-for-profit hauora (health and wellbeing) organisation headquartered in New Plymouth, Taranaki, founded on 1 July 1998 as Aotearoa's first Māori Development Organisation. It delivers a comprehensive portfolio of integrated primary health, mental health, addiction, community nursing, maternal and child health, disability, older-person, youth and traditional Māori healing services to whānau across Taranaki, with cultural prioritisation for Māori. Service delivery is multi-modal: two GP clinics (Hauora ā-Whānau Ngāmotu and Whaitara), an on-site pharmacy, four regional sites (Ngāmotu, Whaitara, Hāwera, Ōpunakē), home visits, marae-based delivery, school clinics, pop-up community clinics, and the Te Whaitua Whānau drop-in centre. Service design is anchored in Te Whare Tapa Whā, a Māori health framework organising care across five dimensions of wellbeing, with the Whānau Hāpai Pathway structuring kaiārahi (navigator) engagement from first contact through to independent hauora management.

The operating model is governed by Te Tuituia Trust (single shareholder), whose trustees are appointed by Te Whare Punanga Korero Trust representing the eight iwi of Taranaki. The Te Kawau Mārō alliance (formed August 2012) holds the sole regional contract for Māori health services in Taranaki, partnering Tui Ora with Ngā Ruahine, Ngāti Ruanui and Te Whatu Ora. Revenue is dominated by government funding through Te Whatu Ora (Health NZ) and MSD, supplemented by GP clinic consultation fees (NZD $0–$30), pharmacy charges, and contributions from private organisations and individuals. Most clinical and social services are delivered free to whānau.

Headcount has scaled from 26 providers in 2002 (with NZD $4.4M turnover) to more than 200 kaimahi by 2023, supported by a refreshed executive team led by Pou Tū Kūrae Alana Ruakere following the 2023 leadership transition from founding CE Hayden Wano. Technology is conventional healthcare IT — My Indici patient portal for enrolled GP patients, BPAC for primary care referrals, Awanui Labs for blood testing — with no AI/ML, proprietary platform, or developer-facing API. The 2022 Toka Te Manawa Ora strategic plan sets a 2040 vision, and recent product launches include the Te Whaitua Whānau drop-in centre (October 2023), the Life of Kai wellbeing wānanga (October 2025), and the Te Mana o Te Hā science showcase partnership (May 2026).

Name

Tui Ora

Legal name

Tui Ora

Website

https://tuiora.co.nz

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

Tui Ora is a kaupapa Māori non-profit providing integrated primary health, mental health, addiction, community nursing, social and traditional healing services to whānau across Taranaki, New Zealand, operating from four regional sites anchored by the Te Kawau Mārō sole-source Māori health contract.

Ownership category

akta.pro rank

Headquarters

HQ city

New Plymouth

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Government Funding via Te Whatu Ora (Health NZ): Primary revenue stream. Tui Ora receives direct government funding for health services, including via the Te Kawau Mārō alliance which holds the single contract for Māori health services in Taranaki. Funding covers most services which are delivered free to whānau.
2. Ministry of Social Development Funding: MSD funding supports specific programmes including the Ministry of Social Development Taranaki Youth Service, which assists 16-18 year olds not in education, employment or training.
3. Private Organisations and Individuals: Some funding comes from private organisations and individuals who share Tui Ora's commitment to raising hauora outcomes for Taranaki Māori.
4. GP Clinic Consultation Fees: Tui Ora Hauora ā-Whānau GP clinics charge consultation fees for enrolled patients. Fees are kept as low as possible. Standard fees range from free (children 0-13) to $30 for adults without a Community Services Card. Repeat prescriptions incur separate charges.
5. Pharmacy Prescription Charges: The on-site pharmacy charges standard prescription fees for medications dispensed to GP clinic patients and the public. Additional services such as blister packing and delivery are offered free.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels7 records

Core offering

Tui Ora is a kaupapa Māori non-profit that delivers integrated community-based health, wellbeing and social services to whānau across the Taranaki region of New Zealand. Its core offerings include two GP clinics (Hauora ā-Whānau in Ngāmotu and Whaitara), an on-site pharmacy, community and paediatric nursing, mental health and addiction recovery programmes, traditional Māori healing (Rongoā Māori), maternity and child health services, youth services, disability support, older persons wellbeing, and navigation/social services. Most services are delivered free to whānau, funded primarily through Te Whatu Ora (Health NZ) and the Ministry of Social Development, with small user charges at the GP clinic and pharmacy.

Product overview

Tui Ora is a kaupapa Māori hauora organisation offering a comprehensive portfolio of integrated health and social services for Taranaki whānau. The service portfolio comprises GP clinics (Hauora ā-Whānau Ngāmotu and Whaitara), an on-site pharmacy, mental health services (Oranga Hinengaro), community nursing (cancer, diabetes, heart disease, respiratory, paediatric), Well Child/Tamariki Ora services, addiction recovery programmes (alcohol, drugs, smoking, gambling), disability support, older persons wellbeing, youth services, housing support (Te Whare Mahana), traditional Māori healing (Rongoā Māori), and navigation services. Core to the model is the Whānau Ora Kaiārahi approach supporting whole-whānau wellbeing, delivered through fixed clinic sites, home visits, and community pop-up clinics. Digital offerings include Hauora at Home with mindful movement videos.

Differentiator

Problem solved

Functional benefit

Products and services

• Hauora ā-Whānau GP Clinics (Ngāmotu and Whaitara)
• Tui Ora Hauora ā-Whānau Pharmacy

Quantifiable outcome

• Taranaki Māori COVID-19 vaccination rate exceeded the 90 percent target during the pandemic, potentially saving hundreds of lives (Te Kawau Mārō grassroots campaign)
• +1 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Te Kawau Mārō AlliancecoreStrategic or Co-development Partner · 1 August 2012Created in August 2012, Te Kawau Mārō holds the single contract for Māori health services in Taranaki. The alliance includes South Taranaki iwi Ngā Ruāhine and Ngāti Ruanui, and Te Whatu Ora/Health New Zealand Taranaki. Tui Ora works within this alliance to lift health outcomes for local communities. The alliance successfully ran a grassroots COVID-19 vaccination campaign that exceeded the 90 percent Māori vaccination target.
• Te Tuituia TrustcoreOthersTui Ora is owned by a single shareholder — Te Tuituia Trust. Trustees are appointed by Te Whare Punanga Korero Trust (TWPK), which represents the eight Iwi of Taranaki in matters of hauora.
• Te Whare Punanga Korero Trust (TWPKT)coreOthersTWPKT is the representative body of the eight Iwi of Taranaki (Ngāti Tama, Ngāti Mutunga, Te Atiawa, Ngāti Maru, Taranaki, Ngā Ruahine, Ngāti Ruanui, and Ngā Rauru) in matters of hauora. TWPKT aligns its goals with Tui Ora's kaupapa: developing health initiatives endorsed by Iwi and promoting quality health service delivery incorporating Māori cultural health values.
• GP Health Clinics (CPCT Partners)coreStrategic or Co-development PartnerTui Ora's Comprehensive Primary Care Team (CPCT) works in partnership with multiple GP health clinics across Taranaki including Full Circle Medical, Moa Medical, The Nest Health Centre, Oakura Medical Centre, Tui Ora Hauora ā-Whānau, Whaitara Health Centre, and Carefirst Medical Centre. The team provides services for people with complex health needs, enabling earlier intervention and faster treatment.
• Pinnacle (Primary Health Organisation)coreStrategic or Co-development PartnerPinnacle is a Taranaki primary health organisation (PHO). Tui Ora co-hosted the GP Community Services Expo with Pinnacle, bringing together primary care teams, hospital clinicians, allied health providers, and community organisations to strengthen connections and referral pathways. Tui Ora services are accessible through Pinnacle's BPAC referral platform.
• Te Whatu Ora / Health New ZealandcoreOthersTe Whatu Ora (Health NZ) is a primary government funder of Tui Ora services. Tui Ora also collaborates with Te Whatu Ora Taranaki within the Te Kawau Mārō alliance. During COVID-19, the partnership enabled a successful grassroots vaccination campaign.
• Ministry of Social Development (MSD)coreStrategic or Co-development PartnerMSD funds the Taranaki Youth Service delivered by Tui Ora, supporting 16-18 year olds not in education, employment or training (NEET) or those receiving Youth Payment or Young Parent Payment. MSD also supports the Ōpunakē Heartlands Hub (an MSD initiative hosted by Tui Ora) providing government and community service access.
• Ōtākou Whakaihu Waka / Ōtākou Māori Health Research Unit, Otago UniversityminorStrategic or Co-development PartnerOrganised by Dr Karyn Maclennan (Taranaki Iwi) and Dr Craig Grant through Ōtākou Whakaihu Waka Otago University, the Te Mana o Te Hā interactive science showcase was developed to help audiences understand the risks of smoking, vaping, and the nicotine industry. Tui Ora's stop smoking team is present at each showcase event to offer wraparound support.

Scale indicators7 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Raukura Hauora o Tainui: Waikato-Tainui kaupapa Māori health provider delivering GP, community nursing, mental health and whānau ora services across the Waikato rohe. Closely comparable in scale, services mix and iwi accountability structure to Tui Ora.
• Ngāti Porou Hauora: East Coast iwi-based Māori health provider operating GP clinics, community nursing, mental health and whānau ora services for Ngāti Porou. Comparable in delivering kaupapa Māori primary and community health across a defined regional catchment.
• Te Whānau o Waipareira Trust: West Auckland kaupapa Māori whānau ora and social services provider offering integrated health, education, justice and social services to Māori whānau. A flagship post-settlement iwi organisation with a comparable whole-of-whānau model and government funding base to Tui Ora.
• Te Rūnanga o Ngāti Whātua: Auckland-based iwi organisation delivering health, education and social services to Ngāti Whātua whānau including Orākei Health Services. Comparable iwi-owned, kaupapa Māori provider of integrated hauora services.
• Te Hau Ora o Ngāpuhi: Northland iwi-led Māori health and social service provider delivering GP, mental health, whānau ora and community programmes for Ngāpuhi whānau. Operates a similar integrated kaupapa Māori model in a defined regional catchment.

Emerging players

• Aboriginal Medical Services Alliance Western Australia: Peak body for Aboriginal Community Controlled Health Organisations in Western Australia. Operates a comparable indigenous-led, community-embedded primary health and wellbeing model with government funding — analogous in structure even though geography differs.
• Whānau Ora Commissioning Agency: National commissioning vehicle for Whānau Ora outcomes-based contracts across multiple iwi providers. Operates alongside organisations like Tui Ora in the same Whānau Ora funding stream and shares the kaupapa Māori outcomes framework.
• First Nations Health Authority (Canada): Canadian indigenous health authority responsible for planning, designing, managing and funding First Nations health programmes in British Columbia. Relevant as a benchmark indigenous-health commissioning and service-delivery model with conceptual parallels to Tui Ora's Te Kawau Mārō approach.

Others

• Pinnacle Primary Health Organisation: Taranaki-based PHO that partners with Tui Ora and co-hosted the GP Community Services Expo. A direct operating partner on the BPAC referral platform rather than a competing model, but materially connected to Tui Ora's primary care ecosystem.

Broad incumbents

• Hauora Taranaki PHO (Taranaki PHN / Te Whatu Ora Taranaki): Taranaki primary health network and mainstream commissioning body. A broader incumbent operating across the same region as Tui Ora, providing general primary care delivery and PHO-level services with which Tui Ora co-exists and partners via Te Whatu Ora.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TuiOra
• Facebookfacebook.com/TuiOraTaranaki
• LinkedInlinkedin.com/company/tui-ora

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Tui Ora