Australia & New Zealand's Most Trusted D2C Brands 2026 › Tower
#52 of 100 – Insurance

Tower

General insurer whose customers can get quotes, buy policies, pay premiums and lodge claims on its My Tower self-service digital platform in New Zealand and the Pacific, with some policies also sold or referred by partners.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 78/100
Tower ranked #52 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score76.26out of 100
ANZ D2C rank#52 of 100
HeadquartersAuckland, New Zealand
Founded1869
Latest revenueNZ$600M gross written premium (FY2025, year ended 30 Sep 2025)
Trust pillar78/100

The Tower story

Tower was founded in New Zealand in 1869 by the New Zealand Government, as the Government Life Insurance Department and is owned today by Public (NZX: TWR), Tower Ltd. It is one of 16 Insurance brands in this year's ranking, where it places #10.

Why people trust Tower

It had 318,000 customers at 30 September 2025, up 4%, and reported an underlying net profit of NZ$107.2M for FY2025.

The watch-out

Its profit has been helped by two years of favourable weather that it expects to normalise, and it still carries Canterbury earthquake claims and customer remediation costs.

Why Tower ranks #52

Strongest of the four trust-led pillars

Consumer Trust & Sentiment, scored 78 out of 100.

Room to grow

Brand Love, scored 70 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Tower scores 76.26 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
78
Brand Recall (18%)
78
Brand Positioning (15%)
76
Brand Love (15%)
70
Product, Innovation & Delivery (10%)
76
Digital & Financial Soundness (6%)
76
Governance & ESG (4%)
80

Versus its nearest rivals

50Fisher FundsFinancial Services · 76.7851Universal StoreFashion · 76.4052TowerInsurance · 76.2653AirtaskerMarketplaces · 76.2054M.J. BaleFashion · 75.50

Questions people ask

What rank is Tower in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?

Tower ranks #52 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 76.26 out of 100.

Why is Tower trusted?

It had 318,000 customers at 30 September 2025, up 4%, and reported an underlying net profit of NZ$107.2M for FY2025.

What is Tower's revenue?

NZ$600M gross written premium (FY2025, year ended 30 Sep 2025), as per company filings.

Who owns Tower?

Tower is owned by Public (NZX: TWR), Tower Ltd. It was founded in 1869 in New Zealand and is based in Auckland, New Zealand.

What is Tower's biggest challenge?

Its profit has been helped by two years of favourable weather that it expects to normalise, and it still carries Canterbury earthquake claims and customer remediation costs.

Key facts

BrandTower
Company / ownerPublic (NZX: TWR), Tower Ltd
HeadquartersAuckland, New Zealand
Founded1869
Founder(s)the New Zealand Government, as the Government Life Insurance Department
Latest revenueNZ$600M gross written premium (FY2025, year ended 30 Sep 2025), as per company filings
SectorInsurance
Country of originNew Zealand

Sources

  • Annual report and results announcements lodged with the NZX
  • 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
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
For Tower – badge and citation

Show the badge on your website

Tower ranked #52 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC

Paste the code into your website's HTML. The badge must link back to this page and may not be altered. Download the badge (SVG). For print or high-resolution files, write to consulting@wcrcint.com. Use of the badge is subject to the logo rights and terms of use.

Work with WCRC

Want to go deeper?

The WCRC Business Intelligence Unit can walk you through the research behind this ranking and what it means for your brand, your market or your story.

Contact us: consulting@wcrcint.com

Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in Australia or New Zealand, are controlled there today, and sell mainly direct to consumers: online, by app, by phone or mail order, or through their own stores under their own label. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as lodged with the ASX or NZX, with ASIC or the New Zealand Companies Office, or published in company results, or, where marked, as stated by the company itself. Figures are in Australian or New Zealand dollars unless noted, and are not converted. Some figures are for a parent company segment, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.