SIEBA

What SIEBA does

SIEBA (Schools International Education Business Association of New Zealand) is a not-for-profit membership peak body established in July 2015, representing New Zealand schools participating in international education. The organization serves 445+ member schools across primary, intermediate, and secondary tiers, collectively accounting for over 90% of all international student enrolments in New Zealand. Its core product portfolio comprises a portfolio of member services rather than a single unified software platform: the Enrolment Service (managing the international student enrolment workflow under the 2021 Code of Practice, including agent engagement, insurance booking, and compliance administration), centralized Agent Reference Checks (a once-checked, shared-by-all-members verification system satisfying regulatory requirements), the Marketplace (a directory connecting schools with service providers including homestay, insurance, legal, and technology), Professional Learning and Development (workshops, webinars, advisory), Compliance and Advisory Services, International Programme Reviews, and Mental Health and Wellbeing Resources developed in collaboration with Education New Zealand. Underlying technology consists of web-based platforms (the SIEBA Hub, Enrolment Service platform, and Marketplace) plus the Marcom meeting scheduler used at the biennial SIEBA HUI conference; the organization also integrates third-party tools such as Flywire for cross-border payments and eSchool for student management.

SIEBA's business model combines recurring subscription revenue (annual school membership fees of NZD $1,300+GST for Primary/Intermediate and NZD $2,050+GST for Secondary), transaction-based fees (NZD $500+GST per student enrolled through the Enrolment Service), and event-driven revenue from the biennial HUI conference including exhibition booth fees (NZD $4,200+GST) and tiered sponsorship packages ranging from NZD $300 to NZD $8,000+GST. Go-to-market is sales-led and direct, with schools registering and creating accounts through sieba.nz, supplemented by agent registration, and reinforced by the HUI conference as the flagship member acquisition and retention touchpoint. The organization is governed by a board drawn from member schools and operated by a core staff of 10-12 led by Executive Director John van der Zwan, headquartered in Tauranga, New Zealand.

Name

SIEBA

Legal name

Schools International Education Business Association of New Zealand

Website

https://sieba.nz

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

SIEBA is a not-for-profit peak body representing 445+ New Zealand primary, intermediate, and secondary schools in international education, accounting for over 90% of NZ international student enrolments. It delivers the Enrolment Service, Agent Reference Checks, a Marketplace, professional development, and the biennial HUI conference.

Ownership category

akta.pro rank

Product category

Education Association Services

NAICS

Educational Support Services (611710), Elementary and Secondary Schools (6111), Educational Services (611)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro primary industry

Enrollment Management & Admissions Administration (EDADAKAD)

akta.pro secondary industries

Attendance, Truancy & Enrollment Compliance (EDAJAHAC), International Student Academic & Personal Support (case management, referrals) (EDALANAE)

Keywords

• International education services
• School membership association
• Student enrolment management
• Education agent verification
• Professional learning development

Headquarters

HQ city

Tauranga

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. School Membership Fees: Annual membership fees charged to New Zealand schools. Primary and Intermediate schools pay $1,300 + GST per year, Secondary schools pay $2,050 + GST per year. This is the core revenue stream supporting the organization's operations.
2. Enrolment Service Fee: Fee of $500 + GST charged to schools for each student enrolled through the Enrolment Service. This covers the administrative cost of managing the enrolment process from inquiry through to completion.
3. Exhibition and Sponsorship Fees: Revenue from exhibitor fees ($4,200 + GST for booth space) and optional sponsorship packages ranging from $300 to $8,000 + GST at the biennial SIEBA HUI conference.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

SIEBA is the peak body for New Zealand schools in the international education sector, providing a portfolio of membership services including the Enrolment Service for managing international student enrolments, centralized Agent Reference Checks, a Marketplace of third-party service providers, Professional Learning and Development programmes, Compliance and Advisory Services, and the biennial SIEBA HUI conference. Members are New Zealand primary, intermediate, and secondary schools enrolling international students, paying annual membership fees plus transaction fees per enrolment processed.

Product overview

SIEBA (Schools International Education Business Association of New Zealand) is a not-for-profit membership organization established in July 2015 as the peak body for schools in New Zealand's international education sector. Rather than a unified software platform, SIEBA offers a portfolio of member services including the Enrolment Service (administering student enrolments), Agent Reference Checks (centralized agent verification), Agency Registration & Placements (connecting schools with agents), the Marketplace (directory of service providers), Professional Learning and Development (workshops, seminars, webinars), Compliance and Advisory Services, International Programme Reviews, and Mental Health and Wellbeing Resources. The biennial SIEBA HUI conference represents the flagship event for the sector. These services collectively support over 445 member schools accounting for more than 90% of international student enrolments in New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• Enrolment Service
• Marketplace
• SIEBA HUI Conference
• Agent Reference Checks
• Agency Registration & Placements
• Mental Health and Wellbeing Resources
• Professional Learning and Development (PLD)
• Compliance and Advisory Services
• International Programme Reviews

Quantifiable outcome

• Schools save time on reference checking - agents only need to be checked once by SIEBA, then visible to all member schools
• +1 more outcomes

Named customers9 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

Feature2 records

Partnerships

22 partnerships are on record, tiered sponsor, core, minor and partner.

• OK NZsponsorGTM or Marketing PartnerSponsoring partner providing student arrival and departure services including airportMeet and greet, domestic flight assistance, real-time notifications to schools, host families, and agents.
• Uni-CaresponsorGTM or Marketing PartnerTravel insurance provider with over 25 years experience, offering medical, personal liability, repatriation, and luggage coverage for international students.
• Studentsafe InsurancesponsorGTM or Marketing PartnerStudent insurance provider offering coverage for students studying abroad, with services focused on protecting students and reassuring families.
• Holland Beckett LawsponsorGTM or Marketing PartnerFull service law firm based in Bay of Plenty with significant experience in international student disputes at primary and secondary school levels, including disciplinary issues, enrolment disputes, and Code of Practice compliance.
• New Zealand HomestaysponsorChannel Partner/ Reseller/ DistributorHomestay provider delivering global standards for hosted student accommodation in key education destinations across New Zealand.
• Host Families NZsponsorChannel Partner/ Reseller/ DistributorOrganization connecting international students with safe and friendly Kiwi families for homestay accommodation.
• Canterbury HomestaysponsorChannel Partner/ Reseller/ DistributorFamily business based in Christchurch providing quality homestay accommodation for national and international students, with host families throughout Christchurch City and wider area.
• Education New Zealand (ENZ)coreStrategic or Co-development PartnerGovernment agency dedicated to promoting New Zealand as a study destination. ENZ collaborates with SIEBA on mental health resources and sector development initiatives.
• NZQAcoreOthersNew Zealand Qualifications Authority manages the Code of Practice for pastoral care of international students. SIEBA represents member schools in compliance matters.
• Immigration New ZealandcoreOthersGovernment immigration agency providing visa processing and policy updates. SIEBA facilitates updates for agents through the Agent Forum.
• ISANAminorStrategic or Co-development PartnerISANA supports international education specialists in New Zealand with practical tools and professional training. Listed as a useful resource for agents.
• ENZ Agent LabminorStrategic or Co-development PartnerEducation New Zealand's platform for promoting New Zealand as a study destination. Go-to resource for agents.
• Nau MaiminorStrategic or Co-development PartnerResource for international students to learn about New Zealand and find information and advice. SIEBA links to this resource.
• ICEF AcademyminorStrategic or Co-development PartnerProvides the New Zealand Education Agent Course (NZEAC) for agent training. Recommended by SIEBA for professional development.
• eSchool & SchoolsNZ (Nui Software)partnerTechnology or IntegrationInternational student management software and directory platform. eSchool trusted by 160+ schools nationwide. SchoolsNZ connects agents with schools globally.
• AEASpartnerTechnology or IntegrationLeading provider of high quality testing for primary and secondary school students for whom English is not their first language.
• FlywirepartnerTechnology or IntegrationPayment processing partner connecting millions of students with schools and institutions worldwide. Supports 140+ currencies across 240 countries.
• Haka HousepartnerChannel Partner/ Reseller/ DistributorNetwork of 13 design-driven hostels across NZ destinations. Offers accommodation for school and education groups with flexible room setups and central locations.
• Black Cat Cruises | Dolphin EncounterpartnerChannel Partner/ Reseller/ DistributorEco-tourism operator offering wildlife experiences in Akaroa and Kaikōura including dolphin swimming, albatross tours, and nature cruises.
• Christchurch EducatedpartnerChannel Partner/ Reseller/ DistributorRegional network for international education in Canterbury, connecting schools with international education services.
• ETC - English Teaching CollegepartnerChannel Partner/ Reseller/ DistributorNZQA Category One Provider teaching English in NZ for over 30 years. Provides language support and pre-high school preparation programmes for international students aged 14+ at campuses in Auckland, Palmerston North, Lower Hutt, and Wellington.
• Canterbury Homestay LtdpartnerChannel Partner/ Reseller/ DistributorFamily business providing homestay accommodation in Christchurch with host families throughout the city and wider area.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• NAFSA: Association of International Educators: US-based large association for international education professionals. Comparable as a sector membership body, though much larger and broader in scope, covering higher education and exchange programs in addition to schools.
• European Association for International Education (EAIE): Europe's largest international education association. Comparable as a sector membership and conference-driven organization for international education professionals, though broader in scope and continental rather than schools-specific.
• Education New Zealand (ENZ): New Zealand government agency promoting NZ as a study destination. Functions as an adjacent enabler/policy partner to SIEBA's membership services, but as a government agency rather than a membership body.
• Council of International Schools (CIS): Global membership organization for international schools and higher education institutions. Comparable membership-based service and accreditation model for schools engaged in international education, though broader global scope.

Direct peers

• ISANA New Zealand: Association supporting international education professionals in New Zealand with practical tools and training. Comparable as a membership organization serving international educators, though broader in scope (includes higher education).
• AAIE - Association for the Advancement of International Education: Global membership association supporting international school leaders. Comparable as a sector membership organization providing professional development, advocacy, and networking for international education leaders.
• English New Zealand: Peak body representing English language schools in New Zealand. Directly comparable as a NZ-based membership association in the international education sector, though focused on language schools rather than primary/secondary schools.

Regional players

• English UK: UK peak body for English language teaching organisations. Closest international analogue to SIEBA's role as a national association supporting schools and agents in international education, but focused on language schools in a different geography.
• Universities New Zealand - Te Pōkai Tara: Peak body for New Zealand universities. Comparable as a domestic NZ sector membership association with advocacy and policy representation functions, though serving higher education rather than schools.
• Australian Council for International Education (ACIE): Australian peak body for the international education sector. Operates in the same region (trans-Tasman) and provides comparable advocacy, professional development, and member services, though not exclusively focused on schools.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SIEBAnz
• LinkedInlinkedin.com/company/sieba

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 SIEBA