Ignite Aotearoa

What Ignite Aotearoa does

Ignite Aotearoa is a New Zealand-based digital mental health and wellbeing platform operating as a social enterprise under the Ka Puta Ka Ora Emerge Aotearoa Group. Founded in 2019 and headquartered in Christchurch with operations nationwide, the company operates a dual-sided model: a consumer-facing marketplace where individuals can search, select, and book sessions with vetted mental health providers (psychologists, counsellors, coaches, Rongoā practitioners, financial advisors) across phone, video, and in-person modalities, and an organisational subscription product called Wellbeing+ that gives employers employee access to providers, wellbeing tools, a resource library, monthly webinars and workshops, and a daily mood tracker.

The company's technology stack centres on a digital marketplace (marketplace.ignite.org.nz) that supports no-login booking, a provider portal with calendar sync functionality, secure video appointments, and Stripe-based payment processing. The platform integrates with Google's analytics suite and connects with the Centrik patient platform via WebTools for primary healthcare referrals; VR-based interventions are delivered in partnership with oVRcome and EaseUp. Ignite also offers Ignite Connect, a white-label technology licensing product enabling organisations to deploy the platform under their own brand. No patents, proprietary AI, or third-party validation benchmarks are disclosed.

Revenue mechanics combine recurring subscription fees from organisations (starting from NZ$2,000/year for SME packages, with custom enterprise pricing) with transaction-based revenue from individual marketplace bookings and provider service fees. The go-to-market is hybrid: a self-serve product-led growth motion for individuals via the marketplace, paired with a sales-led motion targeting HR departments and wellbeing managers for organisational subscriptions. Customer segments span individuals, corporates, education providers, and non-profits, all within New Zealand's domestic market.

Name

Ignite Aotearoa

Legal name

Ignite Aotearoa

Website

https://ignite.org.nz

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Ignite Aotearoa is a New Zealand social enterprise operating a digital marketplace and Wellbeing+ subscription that connects individuals and organisations with vetted mental health, counselling, coaching, and Rongoā providers nationwide.

Ownership category

akta.pro rank

Product category

Mental Health and Wellbeing Marketplace

akta.pro primary industry

Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

akta.pro secondary industry

Workshops, Webinars & Live Masterclasses (MPACALAD)

Keywords

• Mental health marketplace
• Wellbeing platform
• Provider booking platform
• Workplace wellbeing subscriptions
• Online therapy booking

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Wellbeing+ Organisation Subscriptions: Annual subscription fees from organisations for access to the Wellbeing+ platform, including provider sessions, resources, webinars, and wellbeing tools. Priced from $2k per year for SME packages to enterprise-level subscriptions.
2. Individual Session Bookings: Transaction fees from individuals booking sessions with providers via the marketplace. Payments processed through Stripe for sessions booked with psychologists, counsellors, coaches, and other wellbeing practitioners.
3. Provider Service Fees: Providers invoice Ignite monthly for sessions carried out, with payment by the 25th of the following month. Ignite operates a matrix to determine session rates for contractor agreements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Ignite Aotearoa operates a New Zealand digital marketplace and subscription platform that connects individuals and organisations with vetted mental health and wellbeing providers (psychologists, counsellors, coaches, Rongoā practitioners, financial advisors). Individuals book sessions directly via the self-serve marketplace for in-person, phone, or secure video consultations, while organisations subscribe to the Wellbeing+ platform to give employees access to providers, wellbeing tools, a resource library, mood tracking, and monthly live webinars and workshops. Ignite also licenses its technology externally as Ignite Connect and integrates VR-based therapy through partner oVRcome.

Product overview

Ignite Aotearoa operates a platform-plus-marketplace model consisting of the Ignite Wellbeing Platform as the core digital infrastructure, the Marketplace for direct consumer bookings with vetted wellbeing providers, and Wellbeing+ as an organisational subscription tier offering expanded features including resources, wellbeing tools, and webinars. Additional products include Ignite Connect for technology licensing and a Provider Portal for network practitioners. The platform connects users with various support types including psychologists, counsellors, mental health practitioners, Rongoā Practitioners, career coaches, and financial advisors.

Differentiator

Problem solved

Functional benefit

Brands

• Wellbeing+: A flexible, proactive wellbeing subscription platform for organisations providing access to support providers, wellbeing tools, resources, and live workshops and webinars.
• Ignite Connect

Products and services

• Ignite Marketplace Online marketplace that connects individuals across New Zealand with vetted mental health and wellbeing providers (psychologists, counsellors, coaches, Rongoā practitioners, financial advisors). Users search providers by location, specialty, and availability and book sessions directly in-person, by phone, or via secure video, with no GP referral or triage required.
• Wellbeing+ Platform Subscription wellbeing platform for organisations (SME packages starting from $2,000 per year and custom enterprise tiers) that gives employees access to one-to-one provider sessions by phone, video, or in-person, plus a wellbeing resource library, daily mood tracker, wellbeing tools, and monthly webinars and workshops.
• Ignite Connect Technology licensing product enabling organisations to license Ignite's platform to manage and connect their own support providers under their own brand, effectively white-labelling the provider booking and connection infrastructure.

Quantifiable outcome

• 86% of users report improved wellbeing
• +5 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• oVRcomecoreStrategic or Co-development PartnerPartnership with oVRcome for VR-based mental health solutions. Includes Tiakina VR Exposure Therapy Pilot for social anxiety treatment and VR Youth Vaping Cessation module co-designed with EaseUp addiction service. The collaboration uses VR alongside traditional support models to deliver faster, more effective care.
• EaseUpcoreStrategic or Co-development PartnerCo-designed VR youth vaping cessation module with oVRcome and EaseUp addiction service, tested with over 100 students across Aotearoa. 66% of participants reported improvement in vaping behaviours.
• Green Cross HealthcoreStrategic or Co-development PartnerConnected ignite mental health providers for brief intervention talk therapy via Centrik patient platform without needing GP referral. 83% of direct bookings received therapy without needing GP referral.
• Ka Puta Ka Ora Emerge Aotearoa GroupcoreStrategic or Co-development PartnerIgnite is a social enterprise and part of the Ka Puta Ka Ora Emerge Aotearoa Group. The parent organisation provides operational support and connection to established mental health services in New Zealand.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• oVRcome: oVRcome is a VR-based mental health platform delivering exposure therapy and wellbeing programs. Strategic partner of Ignite and comparable in the emerging VR therapy category they have co-developed.

Broad incumbents

• Calm: Calm is a leading consumer wellness app offering meditation, sleep, and mental health content, with a growing B2B channel (Calm Business). Comparable to Ignite on the digital wellbeing resources and self-service tool side.
• Headspace Health: Headspace Health provides a consumer and B2B mental wellbeing platform combining meditation, coaching, and therapy. Comparable to Ignite in combining digital wellbeing content with access to live providers.

Direct peers

• Modern Health: Modern Health is an employer-sponsored mental health platform combining therapy, coaching, and digital self-service across global markets. Directly comparable to Ignite's Wellbeing+ subscription targeting HR departments and wellbeing managers.
• Talkspace: Talkspace is an online therapy platform serving both consumers and B2B (EAP/health plan) channels via subscription. Comparable to Ignite's dual B2C marketplace and B2B subscription model.
• Sonder: Sonder is an Australasian employee wellbeing and safety platform providing 24/7 access to in-person and virtual support for organizations. Most direct geographic peer to Ignite, operating in Australia and New Zealand with a similar B2B subscription model.
• BetterHelp: BetterHelp is the largest online therapy marketplace connecting individuals with licensed therapists via subscription. Directly comparable to Ignite's Marketplace in operating a consumer-facing booking model with vetted providers.
• Lyra Health: Lyra Health is a global B2B mental health platform providing employees with access to therapists, coaches, and digital tools through employer-sponsored subscriptions. Direct competitor to Ignite's Wellbeing+ model in the employee wellbeing space.
• Clearhead: Clearhead is a New Zealand digital mental health platform connecting employees with therapists and wellbeing support via employer subscriptions. Direct NZ competitor to Ignite's Wellbeing+ offering.

Others

• Emerge Aotearoa (Parent): Ignite's parent, Ka Puta Ka Ora Emerge Aotearoa Group, is a nonprofit providing mental health, disability, and social services across New Zealand. Comparable as the underlying ecosystem and provider backbone Ignite draws from.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/igniteaotearoa

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 Ignite Aotearoa