Business partner information

Join SuperGold as a business partner and unlock the potential of over 900,000 New Zealand consumers.

With an increase of approximately 20,000 each year, the SuperGold cardholder base is rapidly growing, presenting a valuable market with substantial spending power.

Why partner with SuperGold?

Reach an influential market: Older people prioritise value for money and loyalty to businesses that treat them well. By becoming a SuperGold business partner, you gain access to this discerning audience, providing a platform to promote your business and services.
Leverage word of mouth marketing: SuperGold cardholders are known to rely on recommendations from people they trust. By delivering exceptional experiences, your business can benefit from this by amplifying your reach and reputation.

As a SuperGold Business Partner, you will be promoting your business and services to this influential market – for free.

SuperGold cardholder across New Zealand (PNG - 203 KB)

About SuperGold

SuperGold - or the ‘gold card’ – gives Superannuants and Veterans exclusive opportunities to maximise their savings. SuperGold is one way the government and New Zealand businesses can say thank you or tēnā rawa atu koe for everything our older people have done for Aotearoa, by raising families, working, or helping in the community.

SuperGold owns several digital channels to consistently reach seniors:

Online offers have the advantage of reaching SuperGold cardholders nationwide. With no geographical limitations, online offers can capture the attention of cardholders across the motu, maximizing your business' exposure and potential customer base.

Millions of cardholders actively engaged with SuperGold in 2024:

Over 4.2 million views on the SuperGold Website and App
Cardholders spend an average of over 3 minutes viewing on our digital platforms
Over 17,000 followers on the SuperGold Facebook page

Discover the benefits for your business

Explore your marketing opportunities

As a valued Business Partner, you gain access to the SuperGold platform, which is a powerful directory to showcase your business to seniors. We provide informed guidance to help you create appealing offers tailored to the SuperGold audience. With our in-depth insights about what they want, how they search and what they see as valuable, you can effectively capture their attention and drive conversions.

Joining the programme

Simple and free sign up

Signing up for the SuperGold programme is simple and free. Depending on your business structure, follow one of the two options below:

Are you a business with one business address?

Complete the online sign-up form
We will review your application and notify you when your offer is approved and live on the website and app.
You will then receive a welcome pack via mail.

Are you a nationwide business or have multiple business addresses?

If you’re a nationwide business with multiple business addresses, please contact us by emailing:
businesspartners@supergold.govt.nz
We’ll get in touch to explain the process and opportunities available.

Download terms and conditions for SuperGold businesses (PDF 191KB)

Ensure security with Two Factor Authentication

To protect your business information, we employ a secure login process using the Google Authenticator app:
Download the Google Authenticator app on your smartphone or tablet.
Each time you log in to the SuperGold portal, you will need to enter a 6-digit code generated by the Google Authenticator app.
Enter your email address and password on the SuperGold admin portal, then input the active 6-digit code from your Google Authenticator app.

Promoting SuperGold: Best Practices

To optimise your partnership with SuperGold, follow these recommendations:

Educate Your Team: Ensure all staff members are aware of your SuperGold offer and know how to assist when a SuperGold card is presented.
Display Welcome Pack Materials: Clearly showcase the provided stickers and counter cards in your store (and online) to help SuperGold cardholders easily identify and avail themselves of your exclusive offers.
Access Marketing Collateral: Download and print various marketing resources available for participating businesses, including A2 posters, A4 counter cards, and A5 counter cards. We also have a range of other marketing collateral you can download and print.

Signage resources:

If you need the SuperGold logo or more stickers, please email businesspartners@supergold.govt.nz.

To see what the material looks like download this guide (SuperGold Business Partners PDF).