It's about finding a way to say YES, rather than a reason to say NO.
A visionary New Zealand entrepreneur and business leader, Cecilia Robinson ONZM has founded and led some of the country’s most transformative and fast‑growing companies. As the co‑founder and Co‑CEO of Tend Health, the founder and original creator of My Food Bag, and the founder of Au Pair Link, her career reflects a rare combination of innovation, commercial acumen and purpose-driven leadership.
Cecilia’s entrepreneurial journey began with Au Pair Link, which she and her husband James Robinson grew into one of New Zealand’s most awarded early‑childhood and home‑care organisations. Under their leadership, the company earned national recognition, including placements in the Deloitte Fast 50, Kenexa Best Workplaces, and multiple HER Businesswoman Awards. The pair sold the business in 2014.
In 2013, Cecilia founded My Food Bag alongside MasterChef winner Nadia Lim, business leader Theresa Gattung, and their husbands. The business reshaped the way New Zealanders cook and shop, becoming one of the country's most successful consumer start-ups. Cecilia and James remain Directors today, continuing to support its long-term vision.
A personal experience with virtual medical care sparked her next major venture. Seeing the opportunity to reinvent New Zealand’s healthcare system, Cecilia and James brought together world-class health and technology talent to launch Tend Health in 2020. Today, Tend is one of New Zealand’s largest primary healthcare providers, delivering accessible, people‑centred healthcare with a network of clinics and innovative digital services. With nearly 500 team members and 25 clinics and growing, Tend is reshaping how families experience healthcare.
Alongside her operational leadership, Cecilia is deeply involved in governance. She serves as a Director of My Food Bag (NZX), Director of Pie Funds, and Co‑Chair of B416, contributing her expertise across strategy, people, performance and innovation. She is also a proud former Board Trustee of the King’s Trust (formerly Prince’s Trust International), supporting youth development across Aotearoa.
Cecilia’s impact has been recognised through some of the country’s top honours, including New Zealand Innovator of the Year 2024, the Supreme Award at the Women of Influence Awards, NEXT Businesswoman of the Year, EY Young Entrepreneur of the Year, and HER Businesswoman of the Year. In 2026, she was appointed an Officer of the New Zealand Order of Merit (ONZM) for her services to business, entrepreneurship and healthcare.
A prominent thought leader and columnist for the New Zealand Herald, Cecilia writes on leadership, innovation, healthcare, sustainability, and the realities of working parenthood. Above all, she is a devoted mum to Thomas, Leila and Charlie, driven by a commitment to improving healthcare, supporting women in business and making everyday life better for Kiwi families.
Cecilia was outstanding. Her presentation felt incredibly 'real' - our audience feedback said the audience got a strong sense that she's right in the middle of the journey, sharing her lesso ... keep reading Nano Girl Labs
Cecilia was an awesome guest speaker for our conference. What she had to share about her journey was very well received by our group with many of our delegates describing her as motivational'. Even being under a bit of time pressure, due to our earlier session running over time, Cecilia delivered a fulfilling and rousing talk about her work and made it relative to our organisation which our franchisees really appreciated. Her energy is contagious and it was the perfect pick-me-up for the group after lunch! I would have no hesitation in recommending Cecilia as a guest speaker for any organisation.
Cecilia was fantastic and a perfect fit for the event. She had such great integrity, energy and passion. She really inspired our audience and has rated really well in the feedback.
