We focus our charitable and advocacy efforts on improving the lives of children, young people and families — particularly through healthcare, education and opportunity.
As a family, we strongly believe in giving back and being part of a vibrant giving ecosystem in Aotearoa and beyond. We support organisations and initiatives that strengthen communities and create better long-term outcomes for New Zealanders, with a particular focus on children, young people and whānau.
From an early age, Cecilia has been involved in giving — from supporting World Vision at school to raising funds for environmental causes while growing up in Sweden. Today, teaching our children about generosity remains important to us, whether that means helping others, donating resources or contributing time and expertise.
Looking ahead, we are focused on using our skills, experience and capital — across both charitable and commercial ventures — to help build a stronger, healthier and more equitable future for New Zealand.
We concentrate our support on areas that are critical to long-term wellbeing:
Children & Youth (B416, He Kākano, The King’s Trust initiatives, Variety Children’s Charity, World Vision)
Healthcare Access & Equity (Middlemore Foundation, Cure Kids, The Medicine Gap, Arataki PHO)
Community & Wellbeing (The Kindness Collective, Raukatauri Music Therapy Trust, Gattung Foundation, Surf Life Saving, Coastguard NZ)
As founders of Tend Health, we have a strong interest in healthcare access and equity. We believe one of our most important legacies is helping to create a health system that is more accessible, equitable and responsive — both for patients and for aspiring medical professionals. Through Tend, our team also established Women’s Health Week, celebrating and advocating for women’s health across Aotearoa.
B416 was co-founded by Cecilia, who also serves as Co-Chair, to support positive change for children and young people, with a focus on wellbeing, education and the responsible use of technology.
B416 brings together parents, public health experts, technology specialists and community leaders to advocate for evidence-based approaches that better protect children in the digital age. The organisation was established in response to growing concern about youth mental health and the impact of social media on young people.
Through B416, Cecilia supports research-led, constructive dialogue with families, educators and policymakers and to promote practical solutions that support children and families across New Zealand.
James is Chair of The King’s Trust Aotearoa New Zealand and serves on the Board of Trustees of The King’s Trust Group Company, supporting the international network of King’s Trust charities.
The Trust was founded in 1976 by His Majesty The King, then Prince of Wales, with a mission to improve the lives of disadvantaged young people. Today, it works to activate young people as designers, creators, entrepreneurs and leaders, contributing to a more equitable, sustainable and prosperous future.
Globally, The King’s Trust has supported more than one million young people. We are proud to support the Trust and to contribute our time, governance and mentoring to its work in Aotearoa and internationally.
The Trust announced that it had supported one million young people globally to date in September 2020. In addition, James and Cecilia have both provided mentoring opportunities for youth through the Prince’s Trust.
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We are the Co-Founders and Co-CEOs of Tend Health — one of New Zealand’s largest primary healthcare providers, bringing together leading clinical care, technology and AI. Alongside founding My Food Bag, we’ve grown multiple ventures from start-up to national scale. Our work today centres on building organisations that improve the lives and wellbeing of New Zealanders, while balancing leadership with raising our three children. More about us