“New Zealand and Australia can lead the world in tech - if we dream big and act fast.

The TRA Labs team have a built a clever model to harness both and win. ”

—Aaron Ward,
TRA Labs Board Member and Founder & CEO, Ask Nicely

Big ideas, big solutions. That’s the beating heart of TRA Labs, a venture studio like no other.

Launched in 2016, TRA Labs partners with Australia and New Zealand’s most ambitious founders to develop world-class res-tech start-ups.

At TRA, we know people. And with over 15 years of experience, we also know the complex problems that brands and marketers face in reaching and delivering to people. We equip founders with TRA’s industry knowledge of these challenges, alongside insights, technical expertise and operating capabilities, empowering them to do what they do best - scale and grow solutions.

You may have heard of us


An ‘always on’ brand tracking dashboard, Tracksuit is a proven success story born out of TRA Labs. Combining best-in-class market research and industry-leading tech, there is huge opportunity for start-ups to apply Tracksuit's business model to other areas.


Providing brands with a strategic view of their performance across social and digital media, TRA Labs created Zavy to help marketers build, track and optimise social activity.

Meet the minds behind TRA Labs


 Image of Antony Ede

Antony Ede

 Image of Connon Bray

Connon Bray

Want to innovate with us?

Get in touch to learn more about TRA Labs and how you could be part of our next innovation.

Email us

Let’s Talk

  • New Zealand
    +64 9 377 8129


    Level 4, Quay Building
106-108 Quay Street, Britomart
    Auckland 1010

  • Sydney
    +61 405 604 226


    The Commons,
    285A Crown St, Surry Hills
    NSW 2010

  • Melbourne
    +61 406 482 715


    The Commons
    54 Wellington St, Collingwood
    VIC 3066

Work with us:

We’re always looking for like-minded, curious, talented people to join us.