The first thing you see on nzi.co.nz isn't a product, a quote, or a value proposition—it's a wall. 'Access Denied.' In an age where every company obsesses over conversion funnels and digital self-service, NZI has built a digital fortress that actively repels the very traffic it pays to acquire.

"For a company with $123M in revenue, 7,700 monthly visitors isn't a traffic problem—it's a strategic choice."

The leadership team tells the story of a traditional B2B2C operation. Christina Chellew leads agencies and schemes, Kim Wight manages major corporate accounts, and Joseph Neilson oversees property trading. These aren't roles for a digital-first startup—they're positions for managing complex, high-value relationships where trust and personal service trump SEO rankings.

• Revenue-per-employee: ~$275K—exceptional for a traditional insurer
• Traffic quality over quantity: 7,700 visits likely convert at premium rates
• Broker-dependent model: Website as a secure portal, not a marketing funnel
• Niche keyword dominance: Owning small, high-intent searches rather than mass market
• Deliberate obscurity: A $123M business that doesn't need public visibility