Feijoa joins Fintech Lab to boost Kiwis’ KiwiSaver
Feijoa has joined the latest cohort of Creative HQ's Fintech Lab accelerator programme in New Zealand after being selected among 15 fintech startups. The programme works with early-stage firms building financial technology products for the New Zealand market, and counts Sharesies and Hnry among its alumni. Creative HQ noted that alumni startups have collectively raised over NZD $300 million.
Launched in September 2025, Feijoa focuses on KiwiSaver contributions, targeting people who do not consistently receive full government contributions. The company highlighted self-employed, part-time, and irregular-income workers as groups that often struggle to contribute regularly because they cannot rely on PAYE deductions.
Feijoa operates a "round-up" model, rounding everyday card purchases to the nearest dollar and directing the difference into a nominated KiwiSaver account. The product works with all KiwiSaver schemes in New Zealand and connects to a user's bank through Akahu, an open finance platform.
Existing users are collectively on track to contribute an additional NZD $1.4 million per year, based on the first three months of performance, with forecasts projecting over NZD $50 million in contributions over 25 years.
"We're thrilled to be part of this year's cohort and want to extend a huge congratulations to the other fintech companies we are joining," said Mark White-Robinson, Co-Founder, Feijoa. He added, "This opportunity is timely for Feijoa as we work to help more Kiwis prepare for their financial futures through automated, everyday saving."
Framing the product around retirement readiness, White-Robinson noted, "With 66% of New Zealanders feeling unprepared for retirement and the average KiwiSaver balance sitting at just NZD $37,000, the need for innovation in this space has never been greater."
Feijoa does not access a user's KiwiSaver account directly, provide financial advice, or manage funds. The company is a registered financial services provider, a member of the Financial Disputes Resolution Service, and a licensed user of the KiwiSaver trademark.
The company plans to introduce partner rewards and incentives once programme partners have joined, linking these initiatives to more consistent saving behaviour.
"Our ambition is simple, to make saving effortless using modern technology and evolve KiwiSaver to fit everyday life," said White-Robinson. "Being involved in Fintech Lab will help us scale our impact and reach more of the Kiwis who need simple, accessible tools to build their retirement savings."