Building success in the UK & Australian markets for NZ HR & Ethicaltech

The Challenge

New Zealand-founded HR & Ethicaltech, AskYourTeam, provides organisations with the SaaS tools they need to make transformational changes and help workers feel valued and respected. Eager to roll out its unique offering to new markets, AskYourTeam needed our help to validate & hire in the UK and Australia & identify go-to-market propositions.

Quick Facts

  • Website:
  • Industry: SaaS, HRtech
  • HQ: New Zealand, Hawkes Bay
  • Expansion priorities: Validating & hiring in the UK & Australian markets for market entry

The Approach

Working closely with AskYouTeam alongside an HR tech advisor, we delivered a three-phased project, spanning from initial market validation research to setting up a UK advisory board.

We delivered data on product themes that AskYourTeam was already successfully offering solutions for. We also identified some unique themes for the UK that its team might not have considered and altered themes to better fit challenges in this market.

Using this research, we created a market validation report which ranked each theme on its general interest, competitive analysis and legislation and regulations, also exploring potential go-to-market strategies and considerations.

Ahead of the project’s second phase, where we would be representing AskYourTeam in-market, we spent a few days in its New Zealand office. Equipped with a greater understanding of the business, we moved to phase two, where we delivered a customer insights report.

With a focus on the best ‘fit’ theme from part one, we identified and led multiple interviews across UK law firms and HR consultancies to understand the processes and tools they adopt when working on misconduct cases. Alongside this report, we delivered a market sizing exercise quantifying the opportunity size, which was used to underpin AskYourTeam’s investor memorandum.

To gain better market understanding & traction, Newfound has identified and introduced UK & European sector experts to form the European advisory board to support insights and market traction.

Newfound has been invaluable in helping us narrow our routes to market and gain real insights into opportunities in the UK, EU & Australia. From day one, Newfound has acted as part of our team, supporting us at every stage of this journey, giving us insights and clarity, and built a UK Advisory board & the Australia Head of Sales for us. We’re now equipped to make the right decisions for our business and build revenues in these new markets.

Ian Black | Executive Chairman

The Results

Our three-phased approach has given AskYourTeam’s leadership team unfiltered insights into the UK’s market & helped build a new advisory network and supported the business in narrowing down routes to market.

Key international hiring has been achieved by Newfound and fully supported by the prior bodies of work in a highly complementary approach linking our research to recruitment.

We’re continuing to support AskYourTeam’s route to market in the UK, EU and Australian markets & are excited to see what’s next for this innovative NZ business.

New Market Entry, Executive Search

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