Founding members of the advisory board include Aaron Ward (Ngāti Maru), founder and chief executive at Ask Nicely, and Hema Patel, general manager of payments at MedTech Global.

Levi Allan, executive general manager product at Xero, and Mike Hanna, investment manager at New Zealand Trade and Enterprise, are also on the inaugural TRA Labs advisory board.

The board will support TRA Labs’ strategy and venture portfolio. TRA Labs operates in the UK, Australia and New Zealand and has more than 100 brands as clients.

Antony Ede, partner and executive director at TRA Labs, said: “Assembling the advisory board is a key strategic move to enhance our capability in the venture space and accelerate the growth of the portfolio.

“This exceptionally talented group will guide the growth of our portfolio and in doing so support the operating businesses to achieve their goals.

“We are privileged to have assembled an advisory board who have decades of experience scaling New Zealand ventures to the rest of the world.”