TRUBLUE LIMITED
Trublue Limited is a New Zealand solo financial advisory firm that places personal and business risk insurance for individuals, families, and small business owners via a two-appointment advisory process across seven carrier partners.
- Company typePrivate
- Founded2024
- HeadquartersTauranga, New Zealand
- Headcount1–10
- GTM typeB2C
- OfferingServices
What TRUBLUE LIMITED does
TRUBLUE LIMITED is a privately held, founder-operated financial advisory firm domiciled in New Zealand, trading as TruBlue Financial Adviser and TRUBLUE INSURANCE. The company is wholly owned and operated by sole practitioner Trudie Rutherford, who is registered as an Authorised Financial Adviser (FSP F649269) under Trublue Limited (FSP1007385). From a base in Tauranga, the firm delivers personalised risk and personal insurance advice to individuals and families across New Zealand through a two-appointment advisory process: an initial consultation to gather client needs, followed by a tailored plan presentation with quote options across multiple carriers. Meetings are conducted in person (home, café), virtually via Microsoft Teams, or by phone.
The product portfolio covers life insurance, income protection, health insurance, mortgage protection, trauma cover, total permanent disability cover, and an extended business insurance suite that includes start-up income protection, business continuity cover, group scheme cover, accidental injury, early cancer, and cancer care. TruBlue distributes insurance products from seven carrier partners — Southern Cross, Fidelity Life, AIA, NIB, Asteron Life, Partners Life, and Chubb — and earns standard industry commissions from these insurers for placed coverage, rather than charging clients advisory fees. There is no proprietary technology platform; the firm relies on Calendly for scheduling, a website (built and hosted by Rapsons) and Google Forms for intake, and organic social channels (Instagram, Facebook, LinkedIn) for referral-led demand generation. New clients are acquired primarily through testimonials and word-of-mouth, with annual policy reviews used to drive retention and lifetime value.
TRUBLUE LIMITED firmographics
Firmographics- Name
- TRUBLUE LIMITED
- Legal name
- Trublue Limited
- Website
- https://trublue.nz
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Trublue Limited is a New Zealand solo financial advisory firm that places personal and business risk insurance for individuals, families, and small business owners via a two-appointment advisory process across seven carrier partners.
- Ownership category
- akta.pro rank
TRUBLUE LIMITED industry classification
Industry- Product category
- Personal Insurance Advisory
- NAICS
- Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Retail (Personal Lines) Insurance Brokerage (FSAEADAA)
Keywords
Where TRUBLUE LIMITED is headquartered
LocationHeadquarters
- HQ city
- Tauranga
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
TRUBLUE LIMITED business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Insurance Advisory Commissions: Earns commissions from insurance providers (Southern Cross, Fidelity Life, AIA, NIB, Asteron Life, Partners Life, Chubb) for placing client coverage. Commission structure is standard for financial advisers in New Zealand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Quote-based individual insurance products |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
TRUBLUE LIMITED product offering
Product offeringCore offering
TRUBLUE LIMITED is a New Zealand financial advisory firm that provides personalised risk and personal insurance brokerage services to individuals, families, and small business owners. The firm places coverage with multiple insurance partners and offers a tailored, consultative advisory process comprising an initial consultation to gather client information and a follow-up appointment to present tailored plan and quote options.
Product overview
TRUBLUE LIMITED is a financial adviser firm offering personalised insurance solutions through a single unified advisory service. The company provides risk and personal insurance products including Mortgage Protection, Income Protection, Health Insurance, Life Insurance, Trauma Cover, and Total Permanent Disability Cover. Business insurance offerings include Start-up Income Protection, Business Continuity Cover, and Group Scheme Cover. Services are delivered through one-on-one advisory appointments where founder Trudie Rutherford provides tailored insurance recommendations based on individual client circumstances.
Differentiator
Problem solved
Functional benefit
Products and services
- Mortgage Protection Insurance cover that ensures mortgage payments are made during periods of unexpected hardship such as illness or injury, providing a safety net for the policyholder's most significant investment.
- Income Protection Insurance that provides monthly payments to replace a percentage of income if the policyholder cannot work due to illness or injury, maintaining financial stability during unexpected periods off work.
- Health Insurance Coverage providing access to quality healthcare and financial security during illness or injury, sourced through partner insurers including Southern Cross.
- Life Insurance Lump sum payment made to beneficiaries upon the policyholder's death or terminal illness diagnosis with life expectancy of 12 months or less, including a 24-hour payment option for funeral expenses.
- Trauma Cover Financial support paid upon diagnosis of specified serious medical conditions, allowing the policyholder to focus on recovery without worrying about financial burdens.
- Total Permanent Disability Cover Insurance providing financial security in the event of a life-altering injury or illness that prevents return to work, protecting the policyholder against the unexpected.
- Accidental Injury Insurance Financial protection covering unforeseen medical expenses and loss of income resulting from accidental injuries.
- Early Cancer Cover Timely financial support for early-stage cancer diagnoses, providing access to quality treatment options.
- Cancer Care Cover Financial support during cancer treatment, ensuring focus on recovery without worrying about financial burden.
- Start-up Income Protection Insurance supporting new business owners operating for three years or less, providing monthly payments without requiring financial information.
- Business Continuity Cover Monthly payments for established businesses if the owner or key employees become disabled and unable to work.
- Group Scheme Cover Comprehensive insurance coverage tailored for groups, offered by businesses and organisations as an employee benefit.
Companies that use TRUBLUE LIMITED
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles2 records
TRUBLUE LIMITED technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
TRUBLUE LIMITED partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Southern CrosscoreInsurance provider partner offering health insurance products through TruBlue advisory services.
- Fidelity LifecoreNew Zealand life insurance provider partnered with TruBlue to offer life protection products.
- AIAcoreInternational life insurance company providing coverage options through TruBlue advisory.
- NIBcoreHealth and personal injury insurance provider partnered with TruBlue for insurance solutions.
- Asteron LifecoreLife insurance specialist providing life and health insurance products via TruBlue.
- Partners LifecoreNew Zealand-owned life and health insurer partnered with TruBlue for comprehensive coverage.
- ChubbcoreGlobal insurance company providing personal and business insurance products through TruBlue.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
TRUBLUE LIMITED competitors and assessment
Company assessmentEmerging players
- Compare Insurance (NZ): NZ-based insurance comparison and quoting site providing an alternative intermediated channel for personal insurance consumers — competing for the same Google-search-driven demand as TruBlue.
- PolicyBazaar: Digital insurance aggregator and advisory platform facilitating comparison and purchase of personal lines across multiple carriers — represents the direct-to-consumer trajectory that threatens traditional advisory models like TruBlue's.
- LifeDirect: NZ-based online life and health insurance comparison and advisory platform serving individual consumers — competes in the same NZ personal insurance distribution channel as TruBlue but via a digital-only model.
Direct peers
- SelectQuote: US-based independent insurance brokerage distributing life, health and personal lines to consumers across multiple carrier partners — analogous multi-carrier retail brokerage model at far larger scale.
- Insurance Advisernet: ANZ-wide network of independent insurance advisers placing personal and commercial cover with multiple carriers — the closest direct operational analogue to TruBlue's multi-carrier advisory model across the Tasman.
Broad incumbents
- Craigs Investment Partners: NZ advisory firm offering investment and personal insurance advisory through a national adviser network — operates a more institutional multi-adviser version of TruBlue's model.
- Forsyth Barr: Largest NZ-owned wealth and investment advisory firm with an in-house insurance advisory offering for individuals and families — provides broader portfolio advice but overlaps directly in personal insurance placement.
- Jarden (formerly Jarden Lloyd): NZ-headquartered investment and advisory firm providing wealth, insurance and asset advisory services to consumers and businesses — comparably positioned to TruBlue's affluent-individual client base.
Others
- AIA New Zealand: One of TruBlue's core carrier partners; a major NZ life and health insurer using both direct sales and adviser distribution — represents the supply-side counterpart to TruBlue's intermediary role.
- Asteron Life: NZ life insurance specialist and TruBlue carrier partner that distributes predominantly through independent advisers — channel peer on the supplier side of the same advisory ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
TRUBLUE LIMITED social profiles
Digital presenceTRUBLUE LIMITED financial estimates
Financial estimateRevenue estimate
Valuation estimate
TRUBLUE LIMITED leadership team
Management profileNumber of profiles
Profiles1 record
TRUBLUE LIMITED funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TRUBLUE LIMITED 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 TRUBLUE LIMITED
What does TRUBLUE LIMITED do?
TRUBLUE LIMITED is a New Zealand financial advisory firm that provides personalised risk and personal insurance brokerage services to individuals, families, and small business owners. The firm places coverage with multiple insurance partners and offers a tailored, consultative advisory process comprising an initial consultation to gather client information and a follow-up appointment to present tailored plan and quote options.
Is TRUBLUE LIMITED a public or private company?
TRUBLUE LIMITED is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was TRUBLUE LIMITED founded?
TRUBLUE LIMITED was founded in 2024. It employs 1 to 10 people.
Where is TRUBLUE LIMITED based?
TRUBLUE LIMITED is headquartered in Tauranga, New Zealand, in the Oceania region.
How does TRUBLUE LIMITED make money?
One revenue line is on record: insurance Advisory Commissions.
Who are TRUBLUE LIMITED's main competitors?
Emerging players on record are Compare Insurance (NZ), PolicyBazaar and LifeDirect. Direct peers are SelectQuote and Insurance Advisernet. Broad incumbents are Craigs Investment Partners, Forsyth Barr and Jarden (formerly Jarden Lloyd). Others are AIA New Zealand and Asteron Life.
Does TRUBLUE LIMITED have an API?
No public API is recorded for TRUBLUE LIMITED.
What industry is TRUBLUE LIMITED in?
TRUBLUE LIMITED's product category is Personal Insurance Advisory. Its primary akta.pro industry code is FSAEADAA, Retail (Personal Lines) Insurance Brokerage. Its NAICS code is 524210 and its SIC code is 6411.