At the heart of every successful pakihi Māori lies a commitment to whānau & community. Rob Williams (Ngāti Maru, Ngāti Kauwhata) and Luke Wainui (Ngāti Porou, Tūhoe, Ngā Ariki Kaiputahi) live this kauapapa through their business Coverfy - an insurance advisory pakihi focussed on providing financial security for Māori and Pasifika whānau.

For Luke, "Whai" carries deep personal meaning. In a moment of grief after his brother, Sean, a whai (stingray) swam past him which he received as a tohu from the moana.  Beyond its symbolism, "whai" also means to seek, acquire, and be equipped. Paired with "cover," Coverfy represents protection, adaptability, and strength — just like a stingray moving with purpose through changing tides. This philosophy drives their mission to prepare whānau for life’s ebbs and flows.

Rob leads the advisory services and the soon-to-launch KiwiSaver division, while Luke focuses on business development, partnerships, and mentoring the next generation of Māori and Pasifika advisers. With over 11 years in the insurance industry, Luke is paving the way for new talent to thrive.

A Business Born from Experience

The idea for Coverfy took shape during a kōrero between Rob and Luke, reflecting on past experiences in the insurance sector. Both had been through recent personal hardships and realised the industry needed a fresh perspective – one that truly served Māori and Pasifika communities. Coverfy was born with a mission to educate and empower whānau, ensuring they have access to financial security when they need it most.

For Rob, the reality of insurance became starkly personal when three of his mothers were diagnosed with cancer within eight months, which further progressed to two of them passing away within a matter of months. These experiences reinforced the importance of insurance as a safeguard for whānau. Luke also shares the story of a friend’s sister whose private health insurance gave her three more years of life — time that wouldn’t have been possible by relying solely on the public health system. These experiences fuel Coverfy’s mission: to ensure Māori and Pasifika whānau have access to the right financial protection to help navigate life’s toughest moments.

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Supporting Whānau Through Life’s Challenges

Insurance is often seen as an unnecessary expense, until the moment it becomes a lifeline. The cost-of-living crisis has made financial security even more crucial. Coverfy helps whānau understand what kind of cover fits their budget and lifestyle, ensuring affordability without compromising protection. Their goal is to shift mindsets from reactive fundraising (eg. Givealittle pages) to proactive planning.

Beyond individual cover, they are also tackling a critical gap: business risk insurance. With 91% of New Zealand businesses underinsured, Coverfy is working with Māori and Pasifika businesses to ensure they have the right protections in place, from key person insurance to kaimahi benefits like group life insurance.

Growing Māori and Pasifika Representation in Finance

Representation of Māori and Pasifika in the finance and insurance sector is still lacking. At a recent industry conference, Rob and Luke were among the only Māori attendees. This highlighted the need for more pathways and opportunities. Coverfy is addressing this through mentorship, internship programs, and partnerships with industry leaders, opening doors for aspiring Māori and Pasifika financial professionals.

Inspired by Whakapiki Ake’s work in the medical field, they are exploring scholarship programs with iwi and hapū to support Māori students entering finance and insurance careers. While still in its infancy, this initiative aligns with their broader kaupapa of strengthening financial resilience in Māori and Pasifika communities.

‍Building a Legacy of Financial Empowerment

Coverfy is a movement towards greater financial awareness for Māori and Pasifika whānau. Their personalised approach ensures that clients receive tailored advice, long-term support, and financial solutions that truly meet their needs.

Rob is spearheading the launch of Coverfy’s KiwiSaver division, addressing one of the biggest financial questions: "Will I have enough for retirement?" Their mission is to help whānau plan effectively, ensuring a secure future.

If you are thinking about or looking to review your insurance, wanting to explore KiwiSaver options, wanting to support Māori representation in finance, or wanting partner with them to grow these initiatives, now is the time to kōrero with the Coverfy team.