Worklife

What Worklife does

Worklife Group Limited is a privately held, Wellington-based recruitment firm founded in 2011 that provides permanent placement and contractor recruitment services to organizations and individuals across New Zealand. The company is structured as a small four-to-five person team and is led by owners Jacquie Duffin and Emma Norris (who previously co-owned Plum Consulting), alongside recruitment consultants Kurt Hollis and Martin Crysell, with Nadine Coulter serving as Privacy Officer and Company Business Manager.

The firm's core offering centers on executive and senior management placements across finance and commercial, HR and organizational development, policy, programme management, and change management functions. Worklife operates as an approved All-of-Government Panel Provider for Common Corporate Permanent and Contractor recruitment services, giving it standing in New Zealand public sector hiring. It supplements this public-sector credential with private-sector work, evidenced by named placements at organizations including Wellington Water, Spark Digital, Ministry of Defence, Victoria University of Wellington, Centre Port, NZ Post, MBIE, and the Ministry of Education.

Worklife has no proprietary technology platform; it is a pure service business whose differentiators are relationship-driven personalized service, cultural-fit assessment alongside technical capability, and deep Wellington market knowledge. Revenue is generated through transaction fees on permanent placements and contractor recruitment engagements. The firm is founder/partner-owned with no disclosed external institutional investment, and it markets itself primarily through a professional website with testimonials, LinkedIn, and standard job boards (Seek, Trade Me, LinkedIn).

Name

Worklife

Legal name

Worklife Group Limited

Website

https://worklife.co.nz

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Worklife is a privately held Wellington-based recruitment firm providing permanent placement and contractor recruitment services to New Zealand public and private sector organizations, operating as an All-of-Government panel provider with a four-person specialist team.

Ownership category

akta.pro rank

Product category

Recruitment and Staffing Services

NAICS

Employment Placement Agencies (561311)

SIC

Services-Employment Agencies (7361)

akta.pro primary industry

General Permanent Placement (Multi-Industry) (BPACAFAA)

Keywords

• Executive recruitment services
• Permanent placement staffing
• Contract recruitment services
• Government panel recruitment
• Talent acquisition consulting

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Permanent Placement Recruitment: Fee-based recruitment service for placing candidates in permanent positions within organizations. As an All-of-Government panel provider, they service public sector permanent hiring needs.
2. Contractor Recruitment: Recruitment and management of contractors for organizations, including contractor payment services as mentioned in their privacy policy.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Worklife is a Wellington-based recruitment firm that provides permanent placement and contractor recruitment services to New Zealand public-sector and private-sector clients. As an approved All-of-Government Panel Provider for Common Corporate Permanent and Contractor recruitment, the firm places senior, executive, finance, HR, change management, and policy candidates into client organizations, emphasizing cultural fit alongside technical capability.

Product overview

Worklife is a Wellington-based recruitment company that provides human-centric recruitment services, functioning as a single unified service rather than a platform product. The company serves as an All-of-Government panel provider delivering Common Corporate Permanent and Contractor recruitment services across sectors including public sector, private sector, and not-for-profit organizations. Their service offering encompasses contract and permanent placement roles, organizational change and project management, human resources and organizational development, strategy and policy analysis, and financial and commercial management.

Differentiator

Problem solved

Functional benefit

Products and services

• Permanent Placement Recruitment Fee-based recruitment service placing candidates into permanent positions within New Zealand public-sector and private-sector client organizations. As an All-of-Government panel provider, the service covers Common Corporate Permanent recruitment for government agencies and senior/executive placements for private-sector clients in finance, commercial, HR, organizational development, change management, and policy.
• Contractor Recruitment Recruitment and management of contractors for organizations, including contractor payment services. As an All-of-Government panel provider, the service covers Common Corporate Contractor recruitment across New Zealand government agencies and private-sector clients.

Quantifiable outcome

• Multiple clients report working with Worklife for 8-10+ years
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• DiversityWorks New ZealandminorOthersWorklife is a member of DiversityWorks New Zealand, the national body for workplace diversity, equity and inclusion. This membership supports their commitment to facilitating a supportive and inclusive culture in Aotearoa's workforce.

Scale indicators2 records

Recent moves4 records

Expansion highlights2 records

Broad incumbents

• Randstad: Global recruitment and workforce solutions provider with NZ operations covering permanent, contract, and government placements. Direct competitor in panel-driven public sector recruitment.
• Robert Half: Global recruitment firm with strong finance and accounting placement practice. Competes for the same senior finance and commercial mandates Worklife serves, though at much larger scale.
• Michael Page: Global recruitment firm with established NZ operations across finance, HR, and executive search. Competes for the same senior permanent mandates at premium fee levels.
• Talent International: ANZ-based recruitment firm covering technology, transformation, and digital roles. Overlaps with Worklife's change management and programme management mandates.
• Hays New Zealand: Global recruitment firm with NZ presence across multiple verticals including government and accountancy. Overlaps with Worklife on permanent and contractor placements.
• Hudson New Zealand: Established ANZ recruitment leader with broad vertical coverage including finance, HR, and public sector. Larger and portfolio-based but overlaps with Worklife's core placement categories.

Regional players

• Peoplebank: ANZ-headquartered recruitment firm with strong government and enterprise placement presence. Comparable vertical and contract recruitment model, though headquartered in Australia.

Direct peers

• RWR Group: Wellington-based executive search and recruitment firm with strong public sector and government ties. Directly comparable in Wellington focus and senior-level placement.
• Beyond Recruitment: New Zealand-based recruitment firm placing professionals across finance, commercial, HR, and government roles. Directly comparable to Worklife in scope, Wellington presence, and public sector focus.
• Madison Recruitment: Wellington-headquartered NZ recruitment firm specialising in finance, accounting, and business support placements. Closest like-for-like competitor in size, geography, and target sectors.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/work-life-wellington

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Worklife