The Recipe

What The Recipe does

The Recipe (legal entity The Recipe LTD) is a privately held, founder-owned digital marketing agency headquartered in Auckland, New Zealand, at 1A/17 Albert Street, Auckland 1010. Founded in 2017 by Daniel Baird (Managing Director) and Nikhil V. Thank (Digital Director), the firm operates with a small team of 1–10 employees and targets small and medium-sized businesses across New Zealand with a horizontal segmentation approach. Its client base spans roughly twelve industries including photography, hospitality, industrial equipment, education, retail, real estate, food service, healthcare, accounting, flooring, childcare, electrical services, and video/multimedia; one enterprise client (Aspire2) is named alongside a dozen SMB customers, and the longest-tenured relationship is a 3-year partnership with A&G Price.

The agency delivers four core service modules under an 'Ingredients' branding framework: (1) Branding and Identity, (2) SEO and Website Development, (3) Digital Advertising and Marketing Campaigns, and (4) Content Creation and Social Media Management, with a newer fifth line in AI Search Optimisation (Answer Engine Optimisation). The technology stack comprises standard, non-proprietary marketing tools — SEO platforms, website development environments, social media management systems, paid advertising platforms, and AI-search optimisation tooling — and the company positions its differentiator as a partnership-based service model and measurable performance outcomes rather than proprietary technology. Documented client outcomes include generating 2,000+ leads for Chiropractic Edge and a multi-year A&G Price engagement, but no internal AI/ML capability, dataset, or model is disclosed.

The Recipe generates revenue through professional services engagements on an ongoing partnership basis, with pricing quote-based and customised to each client (no public rate cards). Its go-to-market is sales-led and direct, operating from a single Auckland CBD office. The company is bootstrapped — no external funding rounds, acquisitions, parent entities, or institutional investors are evidenced — and its distribution is single-country/domestic, marketed through organic social (Facebook, Instagram, LinkedIn), website content/SEO, and digital advertising. New Zealand SMBs are the only customer segment served.

Name

The Recipe

Legal name

The Recipe LTD

Website

https://therecipeltd.co.nz

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

The Recipe is a privately held, Auckland-based digital marketing agency serving New Zealand SMBs across diverse industries. Founded in 2017, it delivers branding, SEO, digital advertising, content and social media management, and AI Search Optimisation on a partnership-based professional services model.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Marketing Services: Professional services revenue model providing digital marketing services including branding, SEO and website development, digital advertising campaigns, and content/social media management. Services provided on ongoing partnership basis.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

The Recipe is a performance marketing agency that delivers an integrated suite of digital marketing services to New Zealand small and medium-sized businesses. Its core offering comprises four service modules: Branding and Identity, SEO and Website Development, Digital Advertising and Marketing Campaigns, and Content Creation and Social Media Management. Services are provided on an ongoing partnership basis, with pricing custom-quoted per client engagement.

Product overview

The Recipe is a performance marketing agency that offers a unified suite of digital marketing services organized under its 'Ingredients' framework. The core offering consists of four interconnected service modules: Branding and Identity, SEO and Website Development, Digital Advertising and Marketing Campaigns, and Content Creation and Social Media Management. These services are designed to work together as an integrated system, providing clients with comprehensive digital marketing solutions. The agency positions itself as a business growth partner focused on delivering predictable results and measurable outcomes rather than operating as a traditional software product.

Differentiator

Problem solved

Functional benefit

Products and services

• Branding and Identity Crafting brand identities for digital success, helping businesses establish a distinctive visual and narrative presence. Service offered to New Zealand SMB clients as part of the agency's integrated 'Ingredients' service suite.
• SEO and Website Development Integrating web development with SEO for real-world impact, optimising websites to rank well in search engines and drive organic traffic. Delivered to SMB clients as an integrated service module.
• Digital Advertising and Marketing Campaigns Maximising digital ads with targeted campaigns across multiple platforms to generate leads and conversions for SMB clients. Provided as an ongoing partnership engagement.
• Content Creation and Social Media Management Crafting compelling content and managing social media strategies to build brand presence and audience engagement for SMB clients. Includes organic social management across major platforms.

Quantifiable outcome

• Over 2,000 leads generated for Chiropractic Edge client
• +2 more outcomes

Named customers13 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• Envigo: Australian digital agency offering SEO, web design, and digital advertising. Compares to The Recipe in SMB focus, integrated digital marketing stack, and performance-driven approach.
• Pure SEO: Australia/NZ performance marketing agency focused on SEO and paid search for SMBs. Comparable in service mix, performance-led approach, and SMB Australasian target market.
• First Page: Australasian digital agency providing SEO, paid media, and content services. Closely comparable in cross-Tasman SMB focus and integrated performance marketing offerings.
• Online Marketing Gurus: Sydney-based digital marketing agency offering SEO, Google Ads, and content marketing to SMBs across AU/NZ. Similar positioning around measurable outcomes and small-to-mid business clients.
• Zeald: New Zealand-based digital agency offering website design, SEO, and digital marketing services to SMBs. Highly comparable in geography, target segment, and integrated service offering.
• Click Click Media: Australian performance marketing agency providing SEO, Google Ads, and digital strategy to SMBs. Strong comparability in performance-led approach and SMB client base.
• Dilate Digital: Australian digital marketing agency specialising in SEO, PPC, and content for SMBs. Comparable in SMB focus, performance-driven GTM, and integrated service stack.

Broad incumbents

• Netstripes: Larger Australian digital agency offering web development, marketing, and cloud solutions. Broader portfolio than The Recipe but overlapping in SMB digital marketing services across AU/NZ.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/therecipeltd
• LinkedInlinkedin.com/company/therecipeltd
• Instagraminstagram.com/therecipeltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 The Recipe