Removing Export Friction: How Kiwi Tech Companies Can Conquer Global Markets

The second panel at our Techweek25 Launch event: Collective Imagining: a brighter, tech-enabled future for Aotearoa, tackled a critical question for New Zealand's tech sector: how can we remove export friction and enable Kiwi innovation to thrive globally? Featuring Sarah Hindle, Sector Lead for Manufacturing, Technology and Services at New Zealand Trade and Enterprise (NZTE); Lowry Gladwell, NZ Lead at Airwallex; and Adrian Smith, CEO of BlinkPay, the discussion revealed practical insights for tech companies looking to expand beyond our shores.

The Shifting Landscape of Export Challenges

Sarah Hindle opened with insights from NZTE's latest Export Tracker, which surveys approximately 1,000 of New Zealand's leading exporters twice yearly. The March 2025 results revealed a significant shift in priorities.

"For the first time, number one was government regulation, government policy, and the geopolitical context—not in New Zealand, but globally," Hindle explained. "Companies are really struggling with the shifting sands around all of those things and the uncertainty and unpredictability that creates."

This marks a notable change from three years ago when recruitment and retention of talent topped exporters' concerns. While NZTE can't directly influence other countries' regulations, they act as "the voice of the customer" to help navigate these complex waters.

One practical response has been a fortnightly "lunch and learn" session on tariffs, run in partnership with the Ministry of Foreign Affairs and Trade (MFAT). This initiative addresses both immediate concerns and helps build organisational resilience and agility.

Digital Trade: The New Frontier

A critical insight for tech companies is that digital trade regulations are evolving rapidly. "Digital trade has increased so much in the last decade and so have all the rules and regulations around it, whether that's around data processing and storage," Hindle noted.

Even more concerning is the emerging interest from global policymakers in applying tariffs to digital services. "This world that we once lived in where [digital trade] was outside the realm of a potential tariff looks to be changing," Hindle warned, emphasising that every business needs to understand trade relationships and tariff implications.

Building Internal Capabilities

Beyond external factors, Hindle highlighted internal capabilities that companies can develop to reduce export friction:

1. Strong relationship-building skills

2. Clear understanding of product-market fit

3. Robust capital runway and balance sheet strength

4. Embracing paperless trade opportunities

Hindle recalled an NZ tech leader recently saying, "cash is more important than your mother—in business," highlighting how financial resilience enables companies to respond to both threats and opportunities in international markets.

The 'Conversion Trap' in Cross-Border Payments

Lowry Gladwell shared how Airwallex emerged from a simple problem faced by university students in Melbourne who tried to order coffee cups from China and discovered how difficult international payments could be.

"We have a term at Airwallex and it's called the conversion trap," Gladwell explained. "The more financial institutions, the more people that sit in between the people that are trying to pay and get paid, the longer it's going to take, the slower it's going to be, the more confusing and harder it's going to be."

This challenge is particularly relevant for New Zealand as an island nation of traders. "These banks that we work with in New Zealand, they're domestic beasts. They have borders that are the same borders as the country," Gladwell observed. Yet our economy depends on seamless global transactions.

Open Banking as an Export Enabler

Adrian Smith expanded on how open banking standards could create a competitive advantage for New Zealand exporters. By adopting common infrastructure and approaches already used internationally, New Zealand businesses could simplify cross-border transactions.

"When you look at any international transaction today, you'll have how many folks in the middle clipping the ticket?" Smith asked. "What could be done in seconds can take days. And that's where the loss potential exists."

While the Reserve Bank of New Zealand's Central Bank Digital Currency programme (targeted for 2030) might eventually help, Smith suggested that connecting to existing open banking standards could provide more immediate benefits.

Local Knowledge: The Missing Ingredient

When asked who needs to be at the table to ensure everyone can share in the export upside, all panellists emphasised the importance of local market knowledge.

"One of the areas of difficulty for New Zealand exporters is staying connected to all of the trends and what customer needs are in-market," Hindle explained. She stressed the need for companies to think about building global businesses rather than simply moving their New Zealand products into other markets.

Smith added that "boots on the ground" who understand local conditions are essential: "You could have the greatest product fit in the world. But then you go off to another market and they look at you blankly like, 'don't get it, bro.'"

Gladwell highlighted two innovative Kiwi companies helping to solve these challenges:

1. Ideally – A platform for rapid product validation with international audiences

2. Concord Visa – A recently launched "visa in a box" service using AI to simplify sending Kiwi talent overseas

The Importance of Fractional Resources

A practical trend Hindle identified is the increasing use of "fractional resources"—local talent engaged for shorter periods without the commitment of full-time employment.

"It definitely helps organisations access local talent, local networks, local context," she explained. "You just pick up on those nuances that you would never even think to ask about when you are swimming in different waters."

This approach is particularly valuable in the current geopolitical climate, allowing companies to quickly tap into local knowledge and adapt their strategies accordingly.

"Until you've got that product market fit, it's really hard to go international. I see a lot of founders with great respect... they go international, but they don't know in their bone marrow this is going to work." — Adrian Smith, CEO of BlinkPay

Commitments for the Coming Year

The panel concluded with each participant sharing their focus for the next 12 months:

• NZTE (Sarah Hindle): Gathering stories, examples, and case studies from across the tech ecosystem to identify common patterns and drive change.
  

• Airwallex (Lowry Gladwell): "Getting every new Kiwi business set up with global accounts, being able to trade, being able to collect payments and make payments instantly without the overhead of having to travel to do so."
  

• BlinkPay (Adrian Smith): "We're just going to keep on sharing our IP for free because we believe knowledge is the tide that lifts all boats. So we'll continue contributing to all the startups and accelerators to try and help all those Kiwi founders who are trying to take on the world."
  

What's Next

As Techweek continues, the conversation around export enablement will expand with dedicated sessions from Airwallex and NZTE later in the week. Check out the full programme.