The Simplicity story
Simplicity's owner, the Simplicity Foundation, was registered as a New Zealand charity in 2016. The foundation owns the fund manager, Simplicity NZ Ltd. It is one of 9 Financial Services brands in this year's ranking, where it places #2.
Why people trust Simplicity
It is owned by a registered charity and its annual report says 15% of all fees go to the Simplicity Foundation.
The watch-out
It runs on thin income by design, with total expenditure of NZ$20.85M against NZ$21.05M of income in the year to March 2026.
Why Simplicity ranks #24
Consumer Trust & Sentiment, scored 88 out of 100.
Brand Recall, scored 70 out of 100.
The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Simplicity scores 81.84 overall.
Pillar profile
Versus its nearest rivals
Questions people ask
What rank is Simplicity in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?
Simplicity ranks #24 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 81.84 out of 100.
Why is Simplicity trusted?
It is owned by a registered charity and its annual report says 15% of all fees go to the Simplicity Foundation.
What is Simplicity's revenue?
NZ$21.05M total income of the Simplicity Foundation, which owns the fund manager (FY2026, year ended 31 Mar 2026), as per company filings.
Who owns Simplicity?
Simplicity is owned by Simplicity Foundation, a New Zealand registered charity. It was founded in 2016 in New Zealand and is based in Auckland, New Zealand.
What is Simplicity's biggest challenge?
It runs on thin income by design, with total expenditure of NZ$20.85M against NZ$21.05M of income in the year to March 2026.
Key facts
| Brand | Simplicity |
|---|---|
| Company / owner | Simplicity Foundation, a New Zealand registered charity |
| Headquarters | Auckland, New Zealand |
| Founded | 2016 |
| Founder(s) | Not listed in our verified sources |
| Latest revenue | NZ$21.05M total income of the Simplicity Foundation, which owns the fund manager (FY2026, year ended 31 Mar 2026), as per company filings |
| Sector | Financial Services |
| Country of origin | New Zealand |
Sources
- Financial accounts lodged with the regulator (ASIC or the New Zealand Companies Office) or published by the company
- Company website, official announcements and press releases
- Published interviews and statements by the founders and leadership
- WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data