Seniors@work
Seniors@work is a New Zealand online job board, founded in 2019 and operated by Maxwell Business Solutions Limited, that exclusively connects employers with job seekers aged 50 and over via a SmartJobBoard-powered marketplace with paid employer listings.
- Company typePrivate
- Founded2019
- HeadquartersAuckland, New Zealand
- Headcount1–10
- GTM typeB2B
- OfferingDigital Commerce or Content
What Seniors@work does
Seniors@work is a New Zealand online job board marketplace exclusively serving workers aged 50 and over. Operated by Maxwell Business Solutions Limited and founded in 2019 by Ian Fraser, a senior who personally experienced difficulty finding employment, the platform connects mature job seekers with New Zealand employers seeking experienced candidates. The site is built on SmartJobBoard, a third-party white-label job board engine, and offers job search, a searchable Skills Register candidate database, configurable email job alerts, a Job Seeker Guide walkthrough, and a 15-page Work Readiness Info Pack tailored to older workers.
The business operates a two-sided marketplace model in which job seekers register, build profiles, and apply for positions free of charge, while employers pay to post listings. Pricing tiers range from NZ$100 for short-term project listings to NZ$2,250 for a 12-month subscription package that includes a featured employer listing plus 60 standard postings, with intermediate bundles and featured-listing options in between. Distribution is purely online via the seniorsatwork.nz website and owned social channels (Facebook page with 50,000-120,000 monthly visitors; LinkedIn company page), with no mobile app or public API.
The company is single-founder operated, bootstrapped with no disclosed external funding, and serves only the New Zealand market. Named employer customers include New Zealand Post, Wellington City Council, Westpac, The Warehouse Group, Harvey Norman, NZ Safety Blackwoods, and Doonans, among others, with approximately 96 active job listings and nearly 6,500 registered job seekers at the time of observation.
Seniors@work firmographics
Firmographics- Name
- Seniors@work
- Legal name
- Maxwell Business Solutions Limited
- Website
- https://seniorsatwork.nz
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Seniors@work is a New Zealand online job board, founded in 2019 and operated by Maxwell Business Solutions Limited, that exclusively connects employers with job seekers aged 50 and over via a SmartJobBoard-powered marketplace with paid employer listings.
- Ownership category
- akta.pro rank
Seniors@work industry classification
Industry- Product category
- Online Job Board
- NAICS
- Employment Placement Agencies (561311)
- SIC
- Services-Employment Agencies (7361)
- akta.pro primary industry
- Senior Workforce Transition & Encore Career Learning (Post-retirement work) (EDAAAMAE)
Keywords
Where Seniors@work is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Seniors@work business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Job Listing Fees: Employers pay for job postings on the platform. Multiple pricing tiers available including single listings, multi-packs, and annual packages. Job seekers access the platform and receive services free of charge.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Featured Job listing - highlighted in search results with logo on home page |
| Unit Pricing | Monthly | Single Job Listing - standard 30-day posting |
| Unit Pricing | Multi-year contract | 3-pack Job Listing - bundle of 3 standard listings |
| Unit Pricing | Multi-year contract | 5-pack Job Listing - bundle of 5 standard listings |
| Unit Pricing | Monthly | Short term opportunity/project listing |
| Unit Pricing | Multi-year contract | Employer welcome to mature aged job seekers listing |
| Subscription | Annual | 12 month super value listing package |
| Subscription | Annual | 12 month 31 pack listing package |
| Subscription | Multi-year contract | 6 month single listing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Seniors@work product offering
Product offeringCore offering
Seniors@work is an online job board marketplace exclusively for New Zealand job seekers aged 50 and over. Employers purchase job listings (single posts, multi-pack bundles, or annual subscription packages) to advertise roles pre-flagged as suitable for mature workers, while job seekers register free of charge, build searchable candidate profiles in the Skills Register, and receive email job alerts matched to their keywords, location, and category preferences. The platform is supported by a curated work readiness info pack tailored for older workers.
Product overview
Seniors@work is a specialist job board platform for New Zealand job seekers aged 50 and over and the employers seeking to hire them. The core product is the Seniors@work Job Board, through which employers post work opportunities and job seekers search and apply. The platform's primary revenue comes from employer listing products including Featured Job Listings, Standard Single Listings, and multi-pack bundles, while job seekers access services free of charge. Key add-on modules include the Job Seeker Guide (step-by-step platform walkthrough), the Work Readiness Info Pack (advice on CVs, cover letters, and interviews for mature workers), the Short-term/Project Work Listings category (discounted listings for temporary and contract roles), and the Te Heke Mai app-based coaching programme (goal-setting and mentoring support). These complementary services are bundled with the core job board to provide end-to-end employment assistance for the 50+ demographic.
Differentiator
Problem solved
Functional benefit
Products and services
- Seniors@work Job Board Online job board marketplace connecting New Zealand employers with job seekers aged 50 and over. Employers purchase job listings (single listings, featured listings, multi-pack bundles, or annual packages) to advertise roles pre-flagged as suitable for mature workers, while job seekers register free of charge, build CV profiles, search the Skills Register, and receive email job alerts. Built on SmartJobBoard job board software.
Quantifiable outcome
- Over 150,000 New Zealanders over 50 are seeking work opportunities according to employer page
- +2 more outcomes
Companies that use Seniors@work
Customer profileNamed customers12 records
Segments2 records
Ideal customer profiles2 records
Seniors@work technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Seniors@work partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MBIE (Ministry of Business, Innovation and Employment)coreSeniors@work references MBIE's Older Workers Employment Toolkit on their employer page, directing users to official government resources. This provides credibility through association with government employment initiatives. The platform also links to MBIE resources for recruiting and retaining older workers, diverse skills guidance, and training resources.
Scale indicators6 records
Recent moves5 records
Expansion highlights4 records
Seniors@work competitors and assessment
Company assessmentBroad incumbents
- Trade Me Jobs: Major New Zealand job board with deep reach across employers and job seekers. Same core marketplace business model and NZ geography; competes for the same employer posting dollars, though without the mature-worker niche.
- LinkedIn: Global professional networking and job platform with growing NZ presence. Competes broadly for both job seeker attention and employer job postings; could easily add age-friendly features that compete with Seniors@work's niche.
- Seek (NZ): New Zealand's largest general-purpose job board. Directly comparable on the job-board business model and employer/job seeker marketplace mechanics, but operates as a broad incumbent without specialization in the 50+ demographic.
- Workable New Zealand: Global hiring/ATS platform used by many NZ employers. Comparable on the employer-side of the recruitment stack and competes for the same employer budget, though focused on broader hiring workflow rather than a job board marketplace.
- Indeed New Zealand: Global aggregator with significant NZ presence. Directly comparable business model (job listings marketplace) but serves all demographics and worker segments, giving it scale Seniors@work cannot match.
Others
- Age Concern New Zealand: New Zealand non-profit advocating for and serving older people. Not a direct competitor but operates in the same elder-services ecosystem and is a potential partnership or referral channel for mature-worker job seekers.
Direct peers
- Rest Less: UK-based jobs and community platform exclusively for the 50+ demographic. The closest direct peer in product proposition and target audience, differing only in geography and the breadth of content/community services bundled alongside jobs.
- Backbone Media / 50Plus Careers: Specialist job board targeting mature/50+ workers in North America. Highly comparable product (niche job board for older workers), serving as a benchmark for the niche-specialist model across different geographies.
Emerging players
- Workbridge: New Zealand employment service focused on placing people with disabilities or barriers to employment. Comparable as a niche NZ-focused job placement service targeting an under-served demographic, though its niche differs (disability vs. age).
- Seasonal Solutions / Seasonal Work NZ: New Zealand-focused platform for short-term and seasonal work. Comparable on the project/short-term job listing category that Seniors@work also offers, but targets horticulture and tourism rather than mature-worker specialization.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Seniors@work social profiles
Digital presenceSeniors@work financial estimates
Financial estimateRevenue estimate
Valuation estimate
Seniors@work leadership team
Management profileNumber of profiles
Profiles1 record
Seniors@work funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Seniors@work 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 Seniors@work
What does Seniors@work do?
Seniors@work is an online job board marketplace exclusively for New Zealand job seekers aged 50 and over. Employers purchase job listings (single posts, multi-pack bundles, or annual subscription packages) to advertise roles pre-flagged as suitable for mature workers, while job seekers register free of charge, build searchable candidate profiles in the Skills Register, and receive email job alerts matched to their keywords, location, and category preferences. The platform is supported by a curated work readiness info pack tailored for older workers.
Is Seniors@work a public or private company?
Seniors@work is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Seniors@work founded?
Seniors@work was founded in 2019. It employs 1 to 10 people.
Where is Seniors@work based?
Seniors@work is headquartered in Auckland, New Zealand, in the Oceania region.
How does Seniors@work make money?
One revenue line is on record: job Listing Fees.
Who are Seniors@work's main competitors?
Broad incumbents on record are Trade Me Jobs, LinkedIn, Seek (NZ), Workable New Zealand and Indeed New Zealand. Age Concern New Zealand is listed as an others. Direct peers are Rest Less and Backbone Media / 50Plus Careers. Emerging players are Workbridge and Seasonal Solutions / Seasonal Work NZ.
Does Seniors@work have an API?
No public API is recorded for Seniors@work.
What industry is Seniors@work in?
Seniors@work's product category is Online Job Board. Its primary akta.pro industry code is EDAAAMAE, Senior Workforce Transition & Encore Career Learning (Post-retirement work). Its NAICS code is 561311 and its SIC code is 7361.