TIRA, Tū Kotahi

What TIRA, Tū Kotahi does

TIRA, Tū Kotahi (formerly Tūtira Mai NZ, rebranded in 2018) is a privately-held Māori cultural consulting firm headquartered in Lake Okareka, New Zealand. The company delivers cultural competency training, cultural advisory and stakeholder engagement services, branding and communications rooted in whakapapa, and cultural leadership training to organisations across Aotearoa New Zealand. Its practitioners are embedded in te ao Māori and Te Tiriti o Waitangi frameworks, distinguishing its offerings from generic diversity training.

The core service portfolio comprises Cultural Capability Training (greetings, te reo, karakia, pepeha, tikanga), Cultural Advice & Stakeholder Engagement (iwi engagement policy, hui and marae tikanga), Branding and Communications (identity and storytelling grounded in whakapapa), and Cultural Leadership Training. Delivery is structured around bespoke wānanga workshops, modular wānanga programmes (e.g., Te Tiriti o Waitangi in the Workplace, Tikanga-based dispute resolution), and the Ahu Whakamua multi-year (3–5 year) cultural transformation programme that begins with a Toro Ao analysis and progresses through roadmap, wānanga, initiatives, and strategy implementation. The TIRA blog publishes original mātauranga Māori content supporting thought leadership and inbound demand.

TIRA operates a sales-led, enquiry-based go-to-market model with no public pricing; all engagements begin with a website enquiry and a bespoke scoping conversation. Revenue derives from professional services fees — per-programme training, project-based advisory, retainers, and multi-year contracts. Customers include central government agencies (MBIE, Ministry of Education, MPI, Fire and Emergency NZ) and enterprises across banking (ASB), energy (Mercury, Manawa/Trustpower), telecommunications/fibre (Tuatahi), professional services (Deloitte, CAANZ, Chow Hill), healthcare (Grace Hospital, RACP, Hohepa), education (University of Waikato), and the arts (NZ Opera). All operations are domestic to New Zealand.

Name

TIRA, Tū Kotahi

Legal name

Tira NZ

Website

https://tira.maori.nz

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

TIRA, Tū Kotahi is a New Zealand-based Māori cultural consulting firm providing cultural competency training, cultural advisory and stakeholder engagement, branding, and cultural leadership services to government agencies and enterprises across Aotearoa New Zealand.

Ownership category

akta.pro rank

Product category

Cultural consulting and training

NAICS

Language Schools (611630), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Indigenous, Ethnic & Folk Arts/Heritage Organizations (BPAGAHAI)

akta.pro secondary industry

Traditional & Indigenous Crafts Lessons (Heritage Skills, Folk Arts) (THAJAKAH)

Keywords

• Māori cultural competency training
• Te Tiriti advisory services
• Cultural transformation consulting
• Iwi stakeholder engagement
• Tikanga workshop facilitation

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Cultural Capability Training: Specialised training programmes in te ao Māori delivered to businesses and organisations. Fees are charged per programme or wananga (workshop) engagement. These are typically multi-session or multi-day engagements tailored to the client organisation.
2. Cultural Advice & Stakeholder Engagement Services: Advisory engagements including iwi engagement policy development, ongoing stakeholder engagement support, and cultural tikanga advisory. Billed as consulting engagements, likely project-based or retainer arrangements.
3. Ahu Whakamua — Multi-Year Cultural Transformation Programme: A bespoke 3–5 year organisational cultural transformation journey beginning with a Toro Ao analysis and roadmap development, progressing through wananga, initiatives, and strategy implementation. Likely structured as a multi-year contract.
4. Branding and Communications: Organisational branding and communications services rooted in te ao Māori and whakapapa. Project-based engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

TIRA, Tū Kotahi provides Māori cultural competency training, cultural advisory, and branding services to organisations across Aotearoa New Zealand. The company helps businesses and government agencies build te ao Māori capability through wānanga-format workshops, advisory on iwi engagement and policy, cultural-branding and storytelling, and long-term (3–5 year) cultural transformation journeys. Programmes are delivered by cultural practitioners and grounded in tikanga, Te Tiriti o Waitangi, and mātauranga Māori.

Product overview

TIRA, Tū Kotahi is a Māori cultural consulting company offering a portfolio of training and advisory services. The core offerings include Cultural Capability Training, Cultural Advice & Stakeholder Engagement, Branding and Communications, and Cultural Leadership Training. These services are delivered through various formats including workshops (Wānanga), the multi-year Ahu Whakamua program, and supplementary educational resources via the TIRA Blog. The company specializes in helping Aotearoa New Zealand organisations connect with te ao Māori through training in te reo, tikanga, and Māori worldviews.

Differentiator

Problem solved

Functional benefit

Products and services

• Cultural Capability Training Specialised training in te ao Māori for businesses and organisations, focusing on greetings, pronunciation improvement, crafting pepeha, selecting appropriate karakia, delivering formal welcomes, and navigating tikanga (protocols and etiquette). Equips teams with the skills and confidence to engage effectively with te ao Māori.
• Cultural Advice & Stakeholder Engagement Expert guidance on co-constructing engagement processes and fostering enduring relationships with Māori stakeholders and communities. Includes development of iwi engagement policy, ongoing support for engagements, building personal and team cultural confidence, and honing hui/marae tikanga proficiency.
• Branding and Communications Branding and communications services rooted in identity and whakapapa (origins), helping organisations craft their unique narrative, highlight milestones, and foster meaningful connections through storytelling.
• Cultural Leadership Training Specialised training for leaders, management teams, and governing bodies to lead as cultural/Tiriti-centric partners. Programme focuses on lifting te reo capability, integrating Māori worldviews into the workplace, giving effect to Te Tiriti o Waitangi, and engaging effectively with Māori communities.
• Ahu Whakamua | Te Ao Māori in the Workplace A transformative 3–5 year cultural journey tailored to organisations, beginning with comprehensive analysis of the current cultural/Tiriti state (Toro Ao) and developing a bespoke roadmap to embed te ao Māori into workplace culture. Encompasses te reo, tikanga, Tiriti, iwi engagement, team building, and unconscious bias training.
• Wānanga 3 — Te Tiriti o Waitangi in the Workplace Workshop for organisations wanting to implement Te Tiriti o Waitangi across workplace practice, covering governance, decision making, policy, Human Resources, iconography, and iwi consultation.
• Wānanga 4 — Dispute Resolution: A Tikanga Māori Based Approach Workshop focused on restoring mana through hohou te rongo by acknowledging mamae (hurt), taking responsibility for actions, understanding viewpoints, and finding ways forward using traditional tikanga-based dispute resolution practices.

Quantifiable outcome

• Clients report measurable shifts in staff behaviour post-training: staff using te reo greetings unprompted, initiating karakia with patients, joining waiata pronunciation groups, and leading further cultural initiatives within their organisations.
• +2 more outcomes

Named customers17 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

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Deloitte New Zealand (Māori Services): Big 4 firm with a dedicated Māori/iwi advisory practice that includes cultural capability, iwi engagement, and Treaty-related consulting. Already a TIRA client (logo displayed on TIRA's website), demonstrating overlap on the same buyer set, but Deloitte delivers broader consulting mandates rather than specialising in cultural training.
• KPMG New Zealand (Māori Services): Big 4 firm with a Māori/iwi advisory practice supporting public and private sector clients with Treaty-related strategy, cultural integration, and stakeholder engagement. Overlaps with TIRA's iwi engagement and advisory offerings but typically as one element of a wider management consulting engagement.
• EY New Zealand (Indigenous Services): Big 4 firm with New Zealand indigenous services capability advising on Māori engagement and cultural integration. Competes with TIRA for enterprise and government consulting work, particularly where buyers prefer a single multi-disciplinary provider over a specialist boutique.
• PwC New Zealand (Māori Advisory): Big 4 firm providing Māori advisory, iwi engagement strategy, and cultural integration services as part of its wider consulting portfolio. A broad incumbent offering overlapping capabilities at enterprise scale, often embedded in larger transformation programmes.

Direct peers

• Diversity Works NZ: Aotearoa New Zealand membership organisation providing diversity, equity, and inclusion capability-building resources and training to organisations. Highly comparable as another NZ-focused workplace cultural capability provider competing for the same enterprise D&I training budgets, though broader than te ao Māori specifically.
• Te Rūnanga o Ngāi Tahu: Te Rūnanga o Ngāi Tahu is the governing iwi authority for Ngāi Tahu and offers commercial advisory, cultural services, and iwi engagement support to organisations operating in the Ngāi Tahu takiwā. It is a direct competitor in the cultural advisory and iwi engagement space, with particularly strong standing on cultural authority.

Regional players

• Cultural Perspectives: Australian Indigenous and cultural awareness consultancy offering training, advisory, and stakeholder engagement services comparable to TIRA's. Operates in Australia rather than NZ so does not directly compete for the same clients, but addresses the same workplace cultural integration use case for organisations in a neighbouring market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/tutira-mai-nz

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 TIRA, Tū Kotahi