James Robinson is a pioneering New Zealand entrepreneur and Co-CEO of Tend Health, Aotearoa’s leading digi-physical healthcare provider. Known for transforming industries through innovation and bold thinking, James has co-founded some of the country’s most successful start-ups, including My Food Bag and Au Pair Link, alongside his wife and business partner, Cecilia Robinson.
James’ entrepreneurial journey began with Au Pair Link, which grew to become one of New Zealand’s largest home-based childcare providers. He successfully led its sale to publicly listed Evolve Education Group as part of their IPO. Building on this success, James co-founded My Food Bag, a business that revolutionised the online retail food sector and achieved revenues exceeding $100 million, making it New Zealand’s third-largest food retailer.
Currently at the helm of Tend Health, James is driving a new era in primary healthcare. Launched in 2020, Tend offers patients an end-to-end healthcare experience through its app and clinics, providing 24/7 access to GPs both online and in person. His expertise spans marketing, digital strategy, finance, and governance, and he has played a key role in multiple M&A transactions, including the sale processes for My Food Bag and Au Pair Link and a recent capital raise for Tend.
Raised on an East Coast sheep farm near Wairoa, James brings a grounded perspective to the fast-paced world of high-growth businesses. He is also a Trustee and Board Member of The Prince’s Trust Aotearoa New Zealand, reflecting his commitment to empowering future generations. With experience across health, childcare, and food, James exemplifies what it takes to succeed in diverse markets while balancing the demands of family and business.
