The digital export opportunity is already here!
New Zealand's digital export sector is already outperforming the government’s own projections for its future contribution. The question is no longer whether this sector will deliver – it is how much more it could deliver with right policy support.
Developed by its Digital Exporters Working Group, KiwiSaaS has published A Manifesto for Digital Exports. The manifesto is a practical, non-partisan call for New Zealand to recognise one of the country’s fastest-growing economic opportunities.
The message is simple: this sector is already working. Now we need policy settings that help it work harder for New Zealand.
A sector growing faster than the economy
Based on a conservative sector-wide growth rate, it is projected our digital export sector could contribute $4.5b to GDP by 2030. But the high-growth end of the sector tells an even stronger story.
According to the manifesto, 75 companies generate 68% of total sector revenue. These companies have been growing at around 18% compound annual growth. This means they are effectively doubling revenue every four years.
In 2025, revenue from New Zealand’s publicly listed digital exporters grew by 20 percent to $3 billion. This shows the sector is already on track to meet current projections. It is likely to exceed them, even without major policy change.
The manifesto’s three priorities
1. Formally recognise digital exports as a priority export sector
Digital exports should be named as a target growth sector in New Zealand’s export strategy. They should sit alongside established export industries.
The manifesto calls for:
a clear cross-government strategy
a lead agency for digital export policy
stronger sector measurement
more tailored in-market support through NZTE
Better recognition would send a clear signal. It would show investors, talent, trading partners and government agencies that New Zealand is serious about growing its digital export economy.
2. Unlock growth capital and keep more of the upside onshore
New Zealand has made good progress in early-stage capital. But many successful software companies hit a constraint later in their growth journey. Without access to later-stage growth capital, high-growth digital exporters can be pulled offshore. That can take headquarters, R&D, senior talent and future value creation with them. The manifesto recommends exploring ways to unlock more domestic growth capital:
reviewing the NZ Super Fund mandate
enabling more KiwiSaver investment in New Zealand tech
expanding NZGCP-style capital availability for proven exporters
The principle is simple: fund what already works.
3. Align R&D tax incentives with international benchmarks
For software exporters, product development drives growth. Engineering teams, platform improvements, continuous iteration and product innovation all matter. They are how companies build globally scalable intellectual property from New Zealand. The manifesto argues that New Zealand’s R&D settings should better reflect how modern software companies grow.
It also recommends benchmarking those settings against other small, open economies with strong digital export sectors.
Better-aligned R&D incentives could help New Zealand retain more IP. They could also create more high-value jobs and support more globally competitive companies headquartered here.
This is not a call for subsidies!
The manifesto is clear, this is not about asking for subsidies. It is about recognition, smart policy settings and a level playing field. The sector is already delivering export growth. Better settings would help it grow further.
The manifesto also identifies other opportunities, including:
reforming employee share scheme tax settings so high-growth companies can attract and retain talent
modernising government procurement so New Zealand software companies have a fair opportunity to sell to government
streamlining immigration pathways for critical tech talent
continuing to advocate for the WTO moratorium on digital tariffs, helping protect market access for digital exporters
The KiwiSaaS community now brings together nearly 4,000 SaaS professionals from across Aotearoa. They share knowledge, swap stories and help each other grow. Through the Digital Exporters Working Group, members are helping make the case for digital exports. They are showing how the sector can contribute to New Zealand’s economic future.