Nz Fire Service

What Nz Fire Service does

Fire and Emergency New Zealand (FENZ, formerly the New Zealand Fire Service Commission) is the national fire and emergency services organisation of New Zealand, established in 2017 by merging the former New Zealand Fire Service Commission and rural fire authorities under the Fire and Emergency New Zealand Act 2017. The organisation operates as a statutory Crown entity with exclusive mandate for fire response, fire season declaration, fire-permit issuance, and fire-safety regulation across the country, and is funded through the fire levy system and central-government appropriations rather than commercial revenue. It runs a nationwide network of more than 14,000 firefighters and support personnel delivering 24/7, 365-day emergency response via the 111 service and physical fire stations, and serves every segment of the New Zealand population plus rural, forestry, agricultural, and education audiences.

The organisation's operational technology stack centres on FireMapper for Enterprise — a proprietary mapping tool for managing medium-to-large vegetation fires, distributed via Google Play and the Apple App Store, with offline functionality and live-map sharing across Incident Management Teams, coordination centres, and partner agencies including Civil Defence, Police, Department of Conservation, and the forestry industry. Supporting systems include the Fire Weather Index system, Fire Danger API, Fire Season API, the Check It's Alright public tool, an Online Services Portal for evacuation-scheme and fire-permit applications, and a 3-Step Escape Plan interactive tool. Public-facing products are predominantly safety campaigns rather than commercial offerings: You're Cooked (distracted cooking), Lithium-ion Battery Safety, Winter Fire Safety, Wildfire Readiness and Prevention, How to Survive a House Fire, Outdoor Fire Safety with Cully, and the Low Flammability Plants Initiative delivered in partnership with Lincoln University and rugby player Samuel Whitelock.

The business model is non-commercial: FENZ does not charge for emergency response, is governed by a Board appointed by the Minister of Internal Affairs, and is funded by the fire levy system. Its go-to-market is community-led and event-driven, targeting homeowner, rural, farmer, school, and audience-segment personas through educational resources, seasonal campaigns, multi-channel marketing (YouTube, Facebook, Instagram, TikTok, radio, digital billboards, Tinder, bottle-store media, partner agency networks), and strategic partnerships with sports figures and academic institutions. Customer concentration is therefore structurally total on the funding side (single Crown funder), with a universal public-service delivery model.

Name

Nz Fire Service

Legal name

Fire and Emergency New Zealand

Website

https://fire.org.nz

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Fire and Emergency New Zealand is the statutory Crown entity responsible for national fire response, fire-safety regulation, and prevention across New Zealand, funded by the fire levy and serving all residents, rural property owners, farmers, foresters, and schools via a 14,000+ personnel network and the FireMapper wildfire management platform.

Ownership category

akta.pro rank

Product category

Emergency Fire Services

NAICS

Fire Protection (922160), Support Activities for Forestry (11531)

akta.pro primary industry

Fire & Rescue Services (Fire Suppression, Rescue) (BPAIAGAB)

akta.pro secondary industries

Fire Prevention, Inspection & Code Enforcement (Life Safety) (BPAIAGAL), Forest Fire Management & Fuels Reduction Services (IMAMAAAH), Community Safety Administration (Fire/EMS, Emergency Management) (BPAIACAL)

Keywords

• Fire emergency services
• Wildfire prevention
• Fire safety education
• Emergency response
• Fire incident management

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government Funding via Fire Levy: Fire and Emergency New Zealand is a government organization funded through the fire levy system. The organization does not generate commercial revenue but is funded by central government to provide fire emergency services to all of New Zealand.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels11 records

Core offering

Fire and Emergency New Zealand delivers 24/7 national fire and emergency response services across New Zealand through a network of more than 14,000 firefighters and support personnel. Beyond emergency response, the organization operates fire safety education and prevention campaigns targeting households, rural property owners, farmers, foresters, and schools, and maintains wildfire incident management technology including the FireMapper for Enterprise mapping tool and the Fire Weather Index system. Services are funded via the fire levy and central government appropriations, not through direct user fees.

Product overview

Fire and Emergency New Zealand (formerly the NZ Fire Service) operates as a unified national fire and emergency services organization, serving as both a regulatory body and emergency response agency. The organization's primary offerings are not commercial software products but rather public safety services, educational programs, and emergency management capabilities. Core offerings include FireMapper for Enterprise, a proprietary wildfire mapping and incident management tool used by Incident Management Teams, and an extensive portfolio of public safety campaigns covering house fire survival, wildfire prevention, lithium-ion battery safety, winter fire safety, distracted cooking prevention, and outdoor fire safety. These are complemented by the 3-Step Escape Plan interactive tool, the Check It's Alright fire risk assessment tool, smoke alarm programs, and the Fire Seasons and Fire Danger information system. The Wildfire Safer Housing Guide provides technical guidance for homeowners. All offerings are oriented toward public safety, emergency prevention, and community resilience rather than commercial technology products.

Differentiator

Problem solved

Functional benefit

Brands

• FireMapper: A mapping tool designed to assist with the management of medium to large vegetation fires. Key personnel from Incident Management Teams can input and view the same live map while on the fireground.
• Spot the Signs, Stop Wildfire
• You're Cooked
• How to Survive a House Fire
• Lithium-ion Battery Safety

Products and services

• FireMapper for Enterprise A mapping tool designed to assist with management of medium to large vegetation fires. Enables Incident Management Teams to input and view a live map while on the fireground, shareable with operational personnel, coordination centres, and partner agencies such as Civil Defence, Police, Department of Conservation, and the forestry industry.
• 3-Step Escape Plan An interactive escape planning tool that guides households through creating a fire escape plan by answering 8 questions about their home, including identifying two escape routes and a safe meeting place.
• Check It's Alright Tool Online 3-step tool enabling users to check local fire danger, fire season status, safety requirements, and whether a fire permit is needed before lighting any type of fire outdoors.
• Smoke Alarms Program Provides guidance on smoke alarm installation, use, and maintenance, including information that households with working smoke alarms are four times more likely to survive a house fire.
• Fire Seasons and Fire Danger System System for informing people about fire season requirements and restrictions, including Open, Restricted, and Prohibited fire season statuses, and the fire weather index system providing up-to-date Fire Danger information.
• Wildfire Threat Preparedness Comprehensive guidance on preparing for, surviving during, and recovering after wildfires, including property maintenance, evacuation planning, and emergency supply preparation.
• Home Fire Safety Visits Fire service visits to households providing fire safety assessments, smoke alarm support, and tailored home fire safety advice.
• Wildfire Safer Housing Guide Voluntary guidance document for housing design to improve survivability of homes at risk from wildfire, developed using national and international research from Fire Engineering and Wildfire Science domains.
• 111 Fire and Emergency Response Service 24/7 nationwide fire and emergency response service accessible by calling or texting 111, delivering firefighter dispatch across all of New Zealand.

Quantifiable outcome

• 17% increase in house fires during winter months (May-July) over 10-year average
• +7 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Department of ConservationcoreStrategic or Co-development PartnerDepartment of Conservation is referenced as a key partner for wildfire response coordination. FireMapper incident maps can be shared with Civil Defence, Police, Department of Conservation, and forestry industry during major incidents. Joint campaign efforts with DOC for backcountry campfire and cooker safety videos featuring Department of Conservation messaging.
• Civil DefencecoreStrategic or Co-development PartnerCivil Defence Emergency Management Groups are key partners for emergency response coordination. FireMapper maps are shared with Civil Defence during major wildfire incidents, and CDEM Groups are referenced for community alerting systems and emergency information during wildfires.
• Lincoln UniversitycoreStrategic or Co-development PartnerPartnership with Lincoln University and rugby player Samuel Whitelock to create educational videos on low flammability planting. Whitelock has a Bachelor of Science majoring in Plant Science from Lincoln University and co-authored a scientific paper on shoot flammability in New Zealand plants published in International Journal of Wildland Fire.
• SafetreecoreStrategic or Co-development PartnerSafetree is a forest industry-wide co-operative focused on reducing deaths and injuries in New Zealand forests. Sponsored by forest industry and government agencies, Safetree provides resources for forest owners, managers, contractors, and workers on safety best practices.
• Christian Cullen (Former All Black)minorGTM or Marketing PartnerLegendary former All Black Christian Cullen (nicknamed the Paekakariki Express) fronts Fire and Emergency's Outdoor Fire Safety video series with Cully. Videos cover backcountry campfire, backcountry cooker, beach bonfire, and backyard BBQ safety. The campaign is promoted via paid media on YouTube, Facebook and Instagram.
• Samuel Whitelock (NZ Rugby Player)minorGTM or Marketing PartnerNew Zealand rugby player Samuel Whitelock partnered with Fire and Emergency and Lincoln University to spread awareness about low flammability planting for wildfire protection. Whitelock has Plant Science background enabling credible educational content delivery.
• Glen Osborne (Former Māori All Black)minorGTM or Marketing PartnerFormer Māori All Black and Whanganui community constable Glen Osborne fronts cultural cooking safety video as part of the Outdoor Fire Safety with Cully series extension.
• PolicecoreStrategic or Co-development PartnerPolice are key emergency response partners. During NZPFU strike action, Fire and Emergency receives calls for incidents and coordinates with Police for public safety. FireMapper maps can be shared with Police during major incident response.
• Locky DockminorGTM or Marketing PartnerLocky Dock digital screens at e-bike parking and charging facilities in Auckland, Wellington, and Christchurch are used for lithium-ion battery safety campaign placements targeting e-bike users at point of charging.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• National Fire Protection Association (NFPA): US-based standards and codes body for fire safety, producing widely adopted building and wildfire safety standards. Comparable to FENZ's building fire safety regulations and Safer Housing guidance work in terms of establishing fire safety standards, codes, and public education.
• CAL FIRE: California Department of Forestry and Fire Protection — a large established government fire agency covering wildfire suppression, prevention, and forest management. Comparable to FENZ in scale, statutory mandate, and dual urban-rural fire responsibility, with shared exposure to climate-driven wildfire escalation.
• BC Wildfire Service: British Columbia's provincial wildfire management agency, responsible for wildfire response, prevention, and fuel management on Crown land. Comparable to FENZ's wildfire management mandate, seasonal fire danger system, and partnership-based approach with municipalities and forestry stakeholders.

Direct peers

• Country Fire Authority (CFA): Volunteer-based fire service for Victoria, Australia, responsible for rural and structural fire response, wildfire prevention, and community safety education — comparable in prevention campaigns, rural fire authority structure, and public safety mandate to FENZ's rural fire arm.
• Queensland Fire and Emergency Services: Statutory fire and emergency service for Queensland, Australia with combined urban fire, rural fire, and emergency management functions — directly comparable to FENZ's unified national structure under the 2017 Act.
• Fire and Rescue New South Wales: Statutory fire and rescue authority for NSW, Australia. Closest comparable to FENZ as another national/regional unified fire and emergency service with statutory mandate, paid and volunteer firefighters, and similar urban-and-bushfire response responsibilities.

Regional players

• London Fire Brigade: Statutory fire and rescue service for Greater London. Comparable as another urban-major fire and rescue authority with statutory mandate, public safety education programs, and home fire safety visit services, though operating in a different geography and urban density profile than NZ.
• Metropolitan Fire Brigade (FRV / CFA equivalent) Melbourne: Fire Rescue Victoria — statutory urban fire and rescue service for metropolitan Melbourne. Comparable to FENZ's urban fire response arm with similar operational structure, though operating in Australian regulatory and geographic context rather than NZ.

Others

• Safetree: NZ forest industry cooperative focused on reducing deaths and injuries in NZ forests, sponsored by industry and government. Listed as a direct partner of FENZ for forest fire safety work and is directly comparable in mission and forest-fire stakeholder engagement.

Emerging players

• Forestry Corporation of NSW: Manages NSW state forests with responsibility for wildfire preparedness and suppression on forested estate. Comparable to FENZ's forestry stakeholder role and engages in similar wildfire-risk-reduction partnerships, fuel management, and inter-agency incident response.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/fireemergencynz
• YouTubeyoutube.com/channel/UCQu-E5AwQWpXspT446EvbNw
• Facebookfacebook.com/fireandemergencynz
• Instagraminstagram.com/fireandemergencynz
• LinkedInlinkedin.com/company/nz-fire-service

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 Nz Fire Service