While and For

What While and For does

While and For is a privately held, Auckland-based digital product agency operating as a three-person collective of two software engineers (Regan Langford, Daniel Rojkind) and one designer (Callum Radford). The firm delivers custom digital products end-to-end, spanning research and development (product prototyping, proof of concept, MVP development, statistical collection and analysis, process automation), design (UI/UX, brand development, prototyping and testing), front-end development (web applications, native and hybrid mobile apps, AI-assisted coding), and back-end development (API/DB implementation, cloud infrastructure, authentication, integrations). Its stated technology stack centers on Next.js on the front end with Airtable, Supabase, and Salesforce integrations on the back end.

The company generates revenue through project-based professional services for custom digital builds, with no public pricing and quote-based engagements acquired via direct outreach, portfolio referrals, and website-driven 'Book a call' conversions. Its customer base is small and vertically diverse, including trade recruitment (Trade Jobs NZ), Māori arts and culture (Te Manawa), talent management (Walk on Agency), music technology (Song Camp), and education nonprofits (Ako Mātātupu - Teach First NZ). The firm operates as a co-governance structured entity and explicitly positions itself around data sovereignty and Tiriti-led digital presence for Māori organizations, a niche specialization within the New Zealand agency market.

Geographically, While and For is concentrated in Auckland with no disclosed expansion, no institutional funding, no parent company, and no patents or certifications on record. Marketing is portfolio-led through detailed case studies ('bytes') on its website, supplemented by LinkedIn, Instagram, and direct email contact. Operating status is active as of the most recent site content.

Name

While and For

Legal name

While and For

Website

https://whileandfor.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

While and For is a 3-person Auckland-based digital product agency that designs and develops custom websites, web and mobile applications, and integrated platforms for SMBs, nonprofits, and startups across New Zealand.

Ownership category

akta.pro rank

Product category

Digital Product Development Services

NAICS

Custom Computer Programming Services (541511), Graphic Design Services (541430), Computer Systems Design Services (541512)

SIC

Services-Computer Programming Services (7371), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

akta.pro secondary industries

Graphic Design & Visual Content Production (BPAFAIAC), Process & Case Management Low-Code Platforms (HDAEAKAE)

Keywords

• Custom digital products
• Product development
• Web application development
• Mobile app development
• Digital strategy consulting

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Digital Product Development: Project-based professional services for designing and developing custom digital products including websites, web applications, mobile apps, and brand development. Revenue derived from client engagements with scope covering research, prototyping, design, and full-stack development.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

While and For is a digital product agency that designs and builds custom digital products end-to-end, combining research and development, product prototyping, statistical analysis, process automation, UI/UX design, brand development, and full-stack web and mobile application development. The firm works with clients to translate business ambitions into functional digital products, with particular expertise in data-sovereign and Tiriti-led platforms for Māori organizations, and delivers services as project-based engagements covering strategy, design, and implementation.

Product overview

While and For is a digital product agency offering a unified suite of services centered on custom digital product development. Their core offering spans strategy, design, and implementation across Research & Development (including product prototyping, proof of concept, MVP development, and statistical analysis), Design (UI/UX, brand development, prototyping & testing), Front-end Development (web applications, native/hybrid mobile apps, AI-assisted coding), and Back-end Development (API/DB implementation, cloud infrastructure, authentication, integrations). The portfolio includes client projects such as Trade Jobs NZ (job search platform), Song Camp (custom audio player with generative art), Walk on Agency (talent management system), Ako Mātātupu (application registration with Salesforce), and Te Manawa Rebrand (digital strategy for Māori collective).

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Digital Products End-to-end digital product development service covering research and development (product prototyping, statistical analysis, process automation, proof of concept and MVP), design (UI/UX, brand development, prototyping and testing), front-end development (web applications, native/hybrid mobile apps, AI-assisted coding), and back-end development (API/DB implementation, cloud infrastructure, authentication, integrations). Targeted at businesses and organizations seeking custom digital solutions.
• Trade Jobs NZ Platform Comprehensive job search and application platform for the trade industry in New Zealand, featuring intuitive user experience for job seekers and employers, intelligent data collection for candidate tracking, improved matching capabilities, and seamless application workflows. Developed for Trade Jobs NZ.
• Song Camp Custom Audio Player Digital music platform featuring a custom audio player with generative artwork, seamless music playback, digital artifact collection, and a modern commerce solution for music distribution. Developed for Song Camp.
• Ako Mātātupu Application Registration System Streamlined scholarship application registration system with Salesforce integration, accessibility focus, efficient data management, and automated processing of scholarship applications. Developed for Ako Mātātupu - Teach First NZ.
• Walk on Agency Platform Talent agency digital platform built with Next.js, Airtable, and Supabase, featuring talent profiles management, shortlisting, availability checking, and client autonomy through Airtable integration. Developed for Walk on Agency, a Queenstown-based talent agency.
• Te Manawa Digital Platform and Rebrand Digital strategy and online presence development for Te Manawa Māori artists collective, focusing on Tiriti-led digital representation and data-sovereign hosting of matauranga (ancestral knowledge). Developed for Te Manawa in collaboration with design partner Extended Whānau.

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Extended WhānauminorStrategic or Co-development PartnerDesign partnership for Te Manawa rebrand project. Extended Whānau carried out design work while While and For provided digital strategy and consulted on online representation. A collaborative relationship for a specific client project.
• AirtablecoreTechnology or IntegrationOff-the-shelf database integration used in client projects (e.g., Walk on Agency). Enables client autonomy and easy management of content without technical expertise or external CMS systems.
• SupabasecoreTechnology or IntegrationBackend-as-a-service platform used in client projects for database and authentication solutions in web applications.
• SalesforcecoreTechnology or IntegrationCRM integration used in Ako Mātātupu project for efficient data management and automated processing of scholarship applications, providing robust tracking and management capabilities.
• Next.jscoreTechnology or IntegrationReact framework used for building client web applications, enabling rapid deployment and modern web development practices.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Polymath: A small NZ digital studio delivering strategy, design, and engineering for software products. Closely comparable team size and end-to-end custom-product model.
• Flight Digital: Auckland digital agency building custom websites, web apps, and digital platforms for NZ businesses and nonprofits. Comparable custom-development, SMB/nonprofit client mix, and regional footprint.
• Springload: Wellington-based NZ digital product agency offering strategy, design, and full-stack development. Highly comparable in size, service mix (web apps, mobile, design), and NZ-market focus.
• DNA: NZ creative technology agency combining brand, design, and digital engineering. Comparable full-stack offering and NZ SMB / enterprise client base.
• Hype & Dexter: Auckland digital studio building bespoke web and mobile products. Comparable custom-development orientation and NZ-market positioning.

Broad incumbents

• Thoughtworks: Global technology consultancy delivering custom digital product engineering across strategy, design, and software. Overlaps on the core custom-development capability, though at much larger scale and broader portfolio.
• Accenture: Global professional services firm with extensive digital engineering and design capabilities. Overlaps with While and For on enterprise digital product builds at vastly greater scale.
• Deloitte Digital: Big-Four digital consulting arm offering end-to-end digital product development including design, engineering, and strategy. Competes for the same enterprise and government RFPs, particularly relevant for NZ iwi and Crown work.

Regional players

• Kindred Studio: Australian creative technology studio building custom digital products and brand experiences. Comparable bespoke product model, useful as a regional scale benchmark for NZ expansion paths.
• Common State: Australian digital product studio delivering strategy, design, and engineering. Comparable service offering across the Tasman; represents an adjacent regional competitor rather than a direct NZ rival.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/whileandfor
• Instagraminstagram.com/whileandfor

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 While and For