When a Rebrand Becomes Skin-Deep: Steven Zinsli’s Tattooed Commitment to ‘Extraordinary’
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Good morning Caffeinators.
Oooof there’s a bit going on today. Already missing my partner in crime but keep an eye out next week for some on-the-ground reports live from the reality TV series that is the US election.
Had a brilliant chat with Steven from the business formerly known as HealthNow yesterday so check below for the latest on the new name and proof that he really did get the ink.
Sunrise is releasing a 2nd wave of tickets; the Icehouse Start-Up Block Party is coming to Wellington on the 8th November; there’s an explosive new NZ podcast launching tomorrow starting with the story of AG1 the billion dollar green powder and its controversial founder; and a massive congrats to Auckland AI Startup ‘ListAssist’ who are expanding into the U.S. Real Estate Market with a multi-year contract with Howard Hanna.
Lauren & the Caffeine team
Auckland AI Startup ListAssist Expands to U.S. Real Estate Market with Howard Hanna Deal: Auckland-based ListAssist has landed a multi-year contract with Howard Hanna, the largest independent real estate brokerage in the U.S. ListAssist’s AI-powered platform enables natural language property searches and SEO-optimised ad creation for agents. The startup's focus on the North American market aims to empower agents against giants like Zillow by keeping more commission in-house. This major win supports ListAssist’s mission to make property searches more intuitive and effective. For further details, view Chris Keall’s piece here.
Wild Leadership: Shaping the Future of Work: On November 13, BloomHQ’s Wild Leadership event at GridAKL introduces The Wild Ones, a community of disruptors and innovators. Hosted by Founder Tamara Buckland, the event includes a fireside chat with leaders like Rudi Bublitz, Adam Rohe and Xavière Murray-Puhara and interactive sessions to explore “Wild Leadership” principles. It's a free opportunity for Auckland's curious professionals, founders, and changemakers to network and redefine leadership in the future of work. For details, visit Eventbrite.
Wellington Startup Block Party: Connect and Celebrate NZ’s Startup Ecosystem: On November 8th, Icehouse Ventures is hosting the Wellington Startup Block Party—a free community event celebrating Aotearoa’s startup scene. The gathering includes a fireside chat with local founders like Sharesies’ Brooke Roberts, plus food, drinks, and music to keep the night lively. Doors open at 4:30 PM, with networking and insights to fuel connections among founders, investors, and supporters. For more details and to register, visit the event page.
Sunrise NZ 2024: Learn from NZ’s Best Business Builders – 2nd Ticket Wave Coming Soon! Sunrise NZ 2024 will feature top leaders in business, like Tracksuit’s Christine van Hoffen, Elemental Food’s Shay Wright, and Simplicity’s Sam Stubbs, sharing insights on building impactful companies. Although tickets are sold out, a second release is on the horizon, so stay tuned to Blackbird’s socials for your chance to attend this incredible Wellington event on November 26!
When a Rebrand Becomes Skin-Deep: Steven Zinsli’s Tattooed Commitment to ‘Extraordinary’
Today marks a significant milestone for Steven Zinsli’s company as they officially rebrand from HealthNow to Extraordinary. This new name reflects their evolving purpose and ambitions, with Steven even getting it tattooed as a commitment to the brand. We spoke with Steven about the tattoo, the inspiration behind Extraordinary, and what this rebrand means for the future of his company.
Q: Steven, you’re rebranding from HealthNow to Extraordinary tomorrow, and you even got the name tattooed! How did that come about?
Steven Zinsli: Yes! It started as a bit of a joke—my colleague Ruby suggested the tattoo, and I put it out there on LinkedIn that if we hit 500 likes, I’d do it. I wasn’t actually expecting the response we got, but the idea took off, and there I was on Saturday at 3 p.m. getting Extraordinary inked on my arm. It’s a big commitment, but I wanted to really show that we’re serious about the shift and what this brand stands for.
Q: Why Extraordinary? What’s the story behind the new name?
We worked on the concept with the team at Previously Unavailable, really digging into what we wanted to represent and what we wanted people to feel when they engaged with us. Ordinary was the enemy—Extraordinary captures the opposite of that, which is exactly where we want to be. We wanted the name to reflect the experience we aim to deliver to our clients and users—something that stands out and feels truly unique.
Q: Tell us about the journey from HealthNow to Extraordinary. What sparked the change?
We started HealthNow with a focus on managing health and wellbeing payments. Our product allowed companies to provide controlled allowances, like for gym memberships or wellbeing initiatives, through a dedicated card. But as we grew, clients began asking if they could use the card for more than just health benefits—things like Christmas bonuses, clothing allowances, public transport, and more. We soon realised we were managing all these “extraordinary” payments that fall outside of traditional payroll. That’s when it clicked that we needed a brand that spoke to this broader capability, and so Extraordinary was born.
Q: It sounds like this rebrand is about more than just a name change. Can you tell us how Extraordinary reflects your work with Māori organisations?
Absolutely. One of the most rewarding parts of our growth has been working with Māori organisations to help distribute koha and other forms of support in a way that aligns with their values. Our technology enables iwi and trusts to distribute funds with specific controls in place, making sure they’re used as intended while respecting the cultural significance of koha. It’s about providing financial inclusion and giving people the dignity to use funds in a way that benefits their wellbeing and community.
Q: What impact do you expect Extraordinary to have on the market and your growth?
The rebrand opens up so many possibilities. Nearly every business has payments outside of payroll, and we’re ready to meet that need across a much wider market. We’re already active in Australia and have local staff there, and as we grow internationally, we’ll be looking for more partnerships in both commercial and community sectors. Our technology gives organisations the power to manage funds in ways that align with their specific values, creating a more meaningful experience for the recipient.
Q: Can you give us an example of how Extraordinary changes the user experience?
We want to make these moments of recognition feel meaningful. Think about Five Guys burgers—they always throw an extra scoop of fries in the bag to give you that sense of something special. We want that same feeling with Extraordinary—when someone uses our card for wellbeing or transport allowances, it’s a reminder that their employer values them in a way that goes beyond just the basics. Those moments build up to create a sense of appreciation and trust, which is what Extraordinary is all about.
Q: How does it feel reaching this “crescendo moment” as a founder? Is it exciting or nerve-wracking?
It’s definitely a bit of both. It’s like climbing a mountain; there are base camps along the way, and this rebrand is one of those key stops. For the team, it’s an exciting moment, even if it’s been a bit stressful getting everything ready. But as a founder, you learn to live in “cockroach mode”—that resilience you need to keep going regardless of what’s happening around you. It’s thrilling, and I think this is absolutely the right step forward.
Q: What’s next for Extraordinary?
Tomorrow, we’ll be rolling out our new website, rebranding our visuals, and announcing the change across all our channels. From there, it’s about growth—learning from our market here in New Zealand, expanding in Australia, and then pushing into other regions when the time is right. This rebrand isn’t just a name change; it’s the beginning of a new phase of purpose and opportunity for us.
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The old idea that could be the future for trades payments.
When a client didn’t pay Max Semmons-Russell’s plumbing business for a completed $30k job it nearly knocked his company over. When it happened again he decided there had to be a better way. Asking around he saw the problem was huge, and there might be a solution that had fallen out of use. Escrow is a concept where people put a payment with a trusted third party until the product or service has been delivered. Max built Green Light Escrow to make it easy for trades businesses to use escrow to have certainty of payment, and customers to know they only pay when the job is delivered. To talk solving the big problem, starting a tech business on top of a successful plumbing business and what’s next, Max Semmons-Russell joins Simon Pound.
The explosive new podcast from our very own NZ Newsroom ‘Powder Keg’ launches tomorrow and dives straight into the rise of AG1, the billion-dollar green powder, and the controversial life of its founder, “Chris the Kiwi” Ashenden. As he built a wellness empire, Ashenden’s journey left a trail of heartbreak and scandal—from property scams in NZ to elusive escapes abroad. This gripping story, available on DELVE or wherever you get your podcasts, uncovers the hidden side of a supplement that’s gone global. More here.
That’s it for today, thanks for reading. Want to get in touch with a news tip, bit of feedback or just to chat? Email hello@caffeinedaily.co