Quitline
Quitline is a New Zealand government-funded, free smoking and vaping cessation service operated by Whakarongorau Aotearoa, delivering 24/7 multi-channel support, subsidized nicotine replacement therapy, and online community tools to New Zealand residents.
- Company typePrivate
- Founded1999
- HeadquartersWellington, New Zealand
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Quitline does
Quitline is a New Zealand government-funded, nonprofit smoking and vaping cessation service operated by Whakarongorau Aotearoa (New Zealand Telehealth Services), headquartered in Wellington and founded in 1999. It serves all New Zealand residents free of charge, providing personalized multi-channel support including 24/7 phone (0800 778 778), text, email, and online access, plus a private web dashboard that tracks money saved, smoke-free duration, and achievement badges, and an online ordering system for subsidized nicotine patches, gum, and lozenges. The service also operates a community blog platform where registered users can share their quit journey and support other quitters across categories including nicotine, patches, weight, withdrawal, and family/whānau.
The core technology stack is a telehealth platform built around website-based registration (quit.org.nz) with Google and Facebook OAuth login, a private member dashboard for progress tracking, a community blogging module, and an NRT product fulfillment workflow. Accessibility is supported through integration with the NZ Relay Service for hearing-impaired users. The website is operational and actively maintained, with no native mobile app, no public API, and no disclosed SDK or MCP surfaces.
The business model is a managed-services public health contract: Quitline does not charge end users and is funded by the New Zealand government as a national cessation initiative, with NRT products provided at subsidized or no cost. The go-to-market is direct-to-consumer, relying on self-service registration, healthcare-provider referrals, and word-of-mouth rather than paid marketing. There is no evidence of venture funding, private equity investment, or commercial revenue, and the organization operates as a nonprofit public health service within a single domestic market (New Zealand).
Quitline firmographics
Firmographics- Name
- Quitline
- Legal name
- Whakarongorau Aotearoa // New Zealand Telehealth Services
- Website
- https://quit.org.nz
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Quitline is a New Zealand government-funded, free smoking and vaping cessation service operated by Whakarongorau Aotearoa, delivering 24/7 multi-channel support, subsidized nicotine replacement therapy, and online community tools to New Zealand residents.
- Ownership category
- akta.pro rank
Quitline industry classification
Industry- Product category
- Smoking Cessation Services
- NAICS
- Outpatient Mental Health and Substance Abuse Centers (621420)
- SIC
- Services-Health Services (8000)
- akta.pro primary industry
- Substance Use Disorder Prevention & Recovery Services (BPAGACAE)
- akta.pro secondary industries
- Smoking Cessation & Nicotine Replacement Therapy (NRT) (HLAIADAH), Peer Support, Recovery Coaching & Sober Living Services (HLAFACAN)
Keywords
Where Quitline is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Quitline business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Government-funded public health service: Funded by New Zealand government as a public health initiative. Services are provided free to all New Zealand residents. Operated by Whakarongorau Aotearoa // New Zealand Telehealth Services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free comprehensive quit support service |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels2 records
Quitline product offering
Product offeringCore offering
Quitline is a free, government-funded smoking cessation service for New Zealand residents, providing 24/7 multi-channel behavioral support (phone, text, email, online) and subsidized nicotine replacement therapy (NRT patches, gum, and lozenges). The service is operated by the non-profit Whakarongorau Aotearoa (New Zealand Telehealth Services) and includes a moderated online community to connect people who are quitting.
Product overview
Quitline is a single, unified smoking cessation support service operated by Whakarongorau Aotearoa (New Zealand Telehealth Services). The service combines digital tools with personalized support, encompassing an online registration and tracking platform, community blogs, and subsidised nicotine replacement therapy (NRT) ordering. Users can access the service 24/7 via phone, text, email, or online, with features including a private web dashboard for tracking savings and smoke-free milestones, achievement badges, and community blog sharing.
Differentiator
Problem solved
Functional benefit
Products and services
- Quitline Phone Support Free 24/7 phone-based behavioral coaching and cessation advice provided to New Zealand residents via the toll-free Quitline number (0800 778 778).
- Quitline Text Message Support Free SMS/text-based smoking cessation support allowing New Zealand residents to receive quitting advice and prompts via mobile phone.
- Quitline Online Support Platform Web-based cessation support portal at quit.org.nz providing self-help resources, intake, and email-based quitting guidance for New Zealand residents.
- Subsidized Nicotine Replacement Therapy (NRT) Subsidized nicotine patches, gum, and lozenges supplied to registered New Zealand users of the Quitline service to support quitting.
- Quitline Online Peer-Support Community Moderated online community and blog where New Zealand residents attempting to quit smoking can share experiences, read stories, and support one another.
Companies that use Quitline
Customer profileSegments1 record
Ideal customer profiles1 record
Quitline technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Quitline partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- NZ Relay ServiceminorAccessibility partnership providing relay services for hearing-impaired users who need assistance communicating with Quitline
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Quitline competitors and assessment
Company assessmentBroad incumbents
- Nicorette (Haleon / Johnson & Johnson): Nicorette is a leading commercial NRT brand offering patches, gum, and lozenges. Quitline distributes subsidized NRT products including patches, gum, and lozenges that compete with or complement Nicorette's portfolio in the OTC cessation category.
- Habitrol (Dr. Reddy's / Novartis): Habitrol is a major NRT patch brand competing in the smoking cessation OTC market. Comparable as a participant in the NRT product category that Quitline subsidizes and distributes to users.
- Truth Initiative: Truth Initiative is a large US public health nonprofit focused on tobacco prevention and cessation, operating the BecomeAnEX platform. Comparable as a broad public-health nonprofit operating in the cessation space, though larger in scope and budget.
Direct peers
- Quit Victoria (Cancer Council Victoria): Quit Victoria is a state-level public health cessation service in Australia, comparable to Quitline NZ in providing free phone and online support, subsidized NRT, and community engagement campaigns targeting smokers.
- Smokefree.gov (US): Smokefree.gov is the US government-funded cessation portal offering free quit support, text programs, apps, and NRT resources. It is a direct comparable in mission and delivery model, though broader in geographic scope.
- Quitline Australia: Quitline Australia is the most direct peer to Quitline NZ, offering free smoking and vaping cessation support via phone, online, and community channels to Australian residents, operated through state-based Quit organizations with similar public-health funding models.
- Canadian Cancer Society Smokers' Helpline: Operated by the Canadian Cancer Society, the Smokers' Helpline offers free phone, text, and online cessation support to Canadians. It is a direct peer in service model, target population, and nonprofit public health structure.
- NHS Smokefree: NHS Smokefree is the UK government-funded smoking cessation service providing free support, NRT, and digital tools to UK residents. It mirrors Quitline NZ's public health service model with national coverage and multi-channel delivery.
Regional players
- ASH (Action on Smoking and Health): ASH is a UK-based public health advocacy organization focused on policy and education to reduce smoking harm. It is a thematic peer working in the smoking cessation policy space, though primarily advocacy rather than direct service delivery.
Emerging players
- Headspace (mental health support): Headspace is a youth mental health organization providing counseling and support services in Australia/New Zealand. Comparable as a digital-plus-human counseling service model targeting vulnerable populations, though focused on mental health rather than smoking cessation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Quitline social profiles
Digital presenceQuitline financial estimates
Financial estimateRevenue estimate
Valuation estimate
Quitline leadership team
Management profileNumber of profiles
Quitline funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Quitline M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Quitline
What does Quitline do?
Quitline is a free, government-funded smoking cessation service for New Zealand residents, providing 24/7 multi-channel behavioral support (phone, text, email, online) and subsidized nicotine replacement therapy (NRT patches, gum, and lozenges). The service is operated by the non-profit Whakarongorau Aotearoa (New Zealand Telehealth Services) and includes a moderated online community to connect people who are quitting.
When was Quitline founded?
Quitline was founded in 1999. It employs 51 to 100 people.
Where is Quitline based?
Quitline is headquartered in Wellington, New Zealand, in the Oceania region.
How does Quitline make money?
One revenue line is on record: government-funded public health service.
Who are Quitline's main competitors?
Broad incumbents on record are Nicorette (Haleon / Johnson & Johnson), Habitrol (Dr. Reddy's / Novartis) and Truth Initiative. Direct peers are Quit Victoria (Cancer Council Victoria), Smokefree.gov (US), Quitline Australia, Canadian Cancer Society Smokers' Helpline and NHS Smokefree. ASH (Action on Smoking and Health) is listed as a regional player. Headspace (mental health support) is listed as an emerging player.
Does Quitline have an API?
No public API is recorded for Quitline.
What industry is Quitline in?
Quitline's product category is Smoking Cessation Services. Its primary akta.pro industry code is BPAGACAE, Substance Use Disorder Prevention & Recovery Services, with a secondary code of HLAIADAH, Smoking Cessation & Nicotine Replacement Therapy (NRT). Its NAICS code is 621420 and its SIC code is 8000.