When our partnership with MyTax began, they were an innovative business in a challenging industry. They had a clear purpose: to give everyday Kiwis easy, affordable access to personal tax refunds. They faced significant hurdles. The Inland Revenue Department (IRD) was both a regulator and a major competitor, offering a free service that made it hard for MyTax to stand out.
Our deep dive into the business revealed that while MyTax's software was efficient, their core challenge wasn't a technical one, it was a human one. With people’s relationship with their tax agent being cold and transactional, MyTax had the opportunity to become a trusted, personable partner. Plus with a 'sea of same' competitors with similar names, the market needed someone who could stand out from the crowd.
To truly shift how customers engaged with MyTax, we needed more than marketing tactics — we needed to reshape perception. Our strategy focused on making MyTax feel approachable, memorable, and trustworthy, turning a once purely functional service into an ongoing relationship. Key initiatives included:
Create a relatable brand that’s not only authentic, but resonates with the market in an engaging manner while succinctly conveying MyTax’s points of difference.
Make a lasting impression that ensures MyTax is the first name that springs to mind when a consumer contemplates their next tax return.
Build an integrated marketing and sales funnel powered by relatable and memorable creative with a personal touch.
Ultimately positioning MyTax as the good guys and heroes of the tax refund industry, and making them people to turn to year after year.
With a clear direction set, we implemented a series of targeted initiatives designed to attract, convert, and retain customers.
A mobile-first digital funnel
The business model relied primarily on website applications. We strategically invested in mobile-responsive improvements to the website, knowing that a large proportion of the target audience would be on smartphones and tablets while watching TV ads or scrolling social media. This was critical for driving direct traffic and converting prospects into clients. Mobile visits and applications increased year over year, with mobile conversions accounting for approximately 53% of all tax refund applications.
Multi-channel marketing to drive growth
We leveraged a combination of direct marketing and social media to attract new customers and re-engage past ones. Email marketing to the client database was a significant channel for retention, with 60% of past customers re-applying after receiving a reminder. We also implemented "Smart Trawling" technology to proactively notify clients when they had a refund owing, which had an impressive 67% response rate.
Enhancing customer service
We developed pre-defined workflows and communication guidelines to ensure a consistent client experience. While the software automated much of the process, it freed up staff to focus on providing exceptional service for clients with special circumstances. Even during peak times, we ensured client inquiries were responded to within one business day, setting MyTax apart from its competitors.
The ultimate validation: A letter from the competition
The true power of the MyTax brand and our strategic marketing campaigns was proven when our success created a problem for the competition.. One of our ads featured Kiwis’ money being held prisoner in the basement of the IRD with MyTax on the case to ‘rescue your refund’... This creative didn't just capture the public's attention; it drove them to act. In fact, the IRD complained to us in an email, saying, "when your ads went live we had an immediate surge from customers wanting their tax refunds and making reference to IRD holding their money."
"Plato has taken MyTax from a virtually unknown to NZ’s strongest brand in the tax refund industry. They are much more than a supplier to us, they are part of our team. MyTax has seen over 400% growth since engaging Plato and we know it was their brand leadership and positioning that gave us the presence in the market to achieve this."
Lester Binns,
CEO
An unstoppable growth trajectory
From the start, our partnership with MyTax was laser-focused on growth. Through smart strategy, creative campaigns, and continuous optimisation, we turned MyTax into New Zealand’s largest tax refund company.
Doubled Turnover in Year One
2x
In our very first year together, we doubled MyTax’s turnover — setting the tone for the rapid growth that followed.
Consistent Year-on-Year Growth
+36%
Growth didn’t stop there. We delivered strong, compounding increases year after year, driving significant market share gains and strengthening MyTax’s leadership position.
Turnover Growth in Five Years
+472%
Across five years, we achieved a remarkable 472% increase in total turnover — a testament to the power of sustained strategy, marketing innovation, and partnership.
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