Joyce Advisory
1. Business / Trading Name: Joyce Advisory Limited (trading as “Joyce Advisory”). Formerly registered as Joyce Investments Limited until a 2018 name change.
2. Company number: 970011.
3. NZBN: 9429037529291.
4. Entity type: New Zealand Limited Company (privately held).
5. Business classification: Independent business consultancy specializing in business strategy development, brand management, reputation/crisis management, and regulatory issues. (No specific ANZSIC business code is listed in official records; operates as a strategic advisory and public-policy consulting service.)
6. Industry Category: Business Consulting and Services.
7. Year founded: 1999 (incorporation date 15 July 1999). Rebranded and began current advisory operations in 2018 after Steven Joyce’s departure from politics.
8. Addresses:
• Registered Office: 109 Powderham Street, New Plymouth 4310, New Zealand (c/o Baker Tilly Staples Rodway Taranaki Ltd; in use since Nov 2019).
• Headquarters / Operational Base: Dairy Flat, Auckland (Steven Joyce’s locality; listed as “Headquarters” on LinkedIn).
9. Website URL: Data Not Found. (No dedicated company website; public information is available via LinkedIn and media reports.)
10. LinkedIn URL: https://www.linkedin.com/company/joyce-advisory (Company page listing Joyce Advisory as a privately held consulting firm founded in 2018).
11. Company Hub NZ URL: https://www.companyhub.nz/companyDetails.cfm?nzbn=9429037529291 (CompanyHub profile for Joyce Advisory Limited, showing NZBN and status).
12. NZ Companies Office URL: https://app.companiesoffice.govt.nz/companies/app/ui/pages/companies/970011?backurl=H4sIAAAAAAAAAEXLuwrCQBCF4bfZNiYaZItBbLQwhWBeYNgddSF7cWai5O2NGLH7zwenKngjqVyOBVOYSwjZ3XcPsJvGrtbbtrGNrQ0lDTr1UyGBfdct%2B6Kooxw5j%2BXLIbnM5cA5wtJ9BoPeM4n83wucaHpl9mBEkRVWZggxKNStkeuM%2FvN8YnLkz5hoAOWRTMye4OdvpzVxYr8AAAA%3D (Companies Office registry entry for Joyce Advisory Limited under company #970011).
13. Social Media URLs:
• X (Twitter): https://twitter.com/stevenljoyce – Steven Joyce’s account (bio: “Strategic commercial and policy advice via Joyce Advisory”).
• Facebook: (Personal/Public Figure Page) – Steven Joyce (listed occupation: “Advisor/consultant on business strategy and public policy. Former NZ Finance Minister…”).
(No separate corporate social media profiles under the Joyce Advisory name are known; the company’s presence is communicated through Steven Joyce’s personal accounts.)
14. Ultimate Holding Company: None. Joyce Advisory is not part of a larger corporate group; it is privately owned by its individual shareholders (Steven Joyce et al.).
15. Key Shareholders: Steven Leonard Joyce (holds approximately 51% of shares) and Christopher John Lynch (holds ~49%). (100 shares issued; Joyce controls the majority. No other significant shareholders or parent entities.)
16. Leadership: Steven Joyce – Founder and sole Director (appointed 24 May 2018). As the principal of the firm, Joyce leads all client engagements. (No other current directors or executives are listed.)
17. Staff: Steven Joyce (Principal Consultant/Advisor). Company size is reported as 1 employee, indicating Joyce is the only full-time staff member. (No additional staff publicly identified.)
18. Staff that have held previous government roles: Steven Joyce – Former Cabinet Minister (held Finance, Transport, Infrastructure, Tertiary Education and other portfolios from 2008–2017). (No other staff known; Joyce himself is the ex-government official leveraging his public-sector experience.)
19. Past Employees: Christopher John Lynch – served as Director of the company from 2009 until 24 May 2018 (oversaw Joyce’s private company during Joyce’s ministerial tenure). No other past staff are publicly known, as the firm’s operations have been centered on Joyce.
20. Clients:
• University of Waikato – Engaged Joyce Advisory for consultancy (2019–2023), paying nearly NZ$1 million for strategic and “lobbying” advice regarding a proposed medical school.
• Winton Land – Major property development company; brought Steven Joyce on as a board advisor/director in 2022 (the company stated he “has not been appointed for government relations or lobbying” in that role).
• Local Councils – At least three New Zealand local councils have been clients of Joyce Advisory as of 2024 (per Joyce’s own disclosure), seeking advice on strategy and infrastructure issues. (Specific council names have not been publicly disclosed.)
• Private Businesses (Property/Engineering sectors) – Various corporate clients “from property development through to engineering” have retained Joyce Advisory’s services. (Names are not publicly listed, but these engagements indicate a client base in development projects and technical industries.)
21. Industries/sectors represented:
• Tertiary Education – e.g. universities (advising University of Waikato on expansion and policy initiatives).
• Property Development & Real Estate – e.g. Winton Land and related property ventures (housing development, urban planning).
• Infrastructure & Local Government – advising on infrastructure projects and strategy for councils and government agencies.
• Venture Capital & Technology – board roles in firms like Icehouse Ventures (startup investment) and Hammerforce (tech/IP) suggest ties to the tech and innovation sector.
• Construction/Project Management – advisory role with RCP, a construction project management consultancy.
(Joyce Advisory’s work spans multiple sectors, generally focusing on entities that intersect with government policy or require navigation of regulatory environments.)
22. Publicly Disclosed Engagements:
• Consultancy for University of Waikato (2019–2022): Joyce Advisory contracted to provide strategic advice, branding and lobbying guidance for the university’s initiatives (especially the medical school bid). This engagement – worth ~$966,000 – became public through media and Official Information Act disclosures.
• Waikato Management School Advisory Board: Steven Joyce has sat on the University of Waikato’s Business School Advisory Board since 2020 (a position likely stemming from the consultancy relationship).
• Winton Land Directorship (2022–present): Joyce joined the board of Winton, a listed property developer, amid the company’s push for regulatory approvals on a major housing project. The appointment was announced in a press release (emphasizing he was not hired as a lobbyist).
• Board Member, Icehouse Ventures (2023–present): Appointed to the board of Icehouse Ventures, a venture capital firm, to provide governance and strategic advice. (Publicly noted in business press and company announcements.)
• Advisor to RCP (2019–present): Serving as an independent advisor to the board of RCP (a construction project management consultancy), offering strategic guidance. RCP publicly lists Joyce in this advisory role.
• Board Member, Hammerforce (date N/A): Joyce holds a director role with Hammerforce, a technology and IP company. (This is noted in commentary on his post-politics career, though fewer public details are available.)
• Chair, Government Infrastructure Panel (2024): Appointed chair of the National Infrastructure Advisory Panel by the incoming government (publicly announced by the Infrastructure Minister). This high-profile role was disclosed via government press release and media coverage.
• Australian VET Review (2018–2019): International engagement – Joyce was commissioned by the Australian Government to lead an “Expert Review” of Australia’s vocational education and training system, leveraging his consultancy for a major policy review abroad (his final report was published in 2019).
23. Affiliations:
• New Zealand National Party – Steven Joyce is a prominent ex-member of Parliament and minister for the National Party. He remains informally affiliated; he is known to maintain close ties with National’s leadership and was a key figure in National’s past election campaigns. (His firm’s influence often aligns with National Party networks and policy circles.)
• National Party 2023 Campaign – Joyce’s protégés and colleagues (e.g. Chris Bishop, Jo de Joux) held senior campaign roles, indicating Joyce Advisory’s indirect affiliation/influence with the party’s election effort (though Joyce himself was not publicly on the campaign team, his strategic input was reportedly valued).
• University of Waikato – Member of the Waikato University Business School Advisory Board (as noted above), giving him an institutional affiliation in the tertiary sector.
• Corporate Boards – Joyce’s positions on boards of Winton, Icehouse Ventures, Hammerforce, and advisory role at RCP integrate him into those corporate networks. These affiliations extend his influence across business sectors while he simultaneously runs Joyce Advisory.
(No known memberships in lobbying associations or trade groups; Joyce Advisory’s influence is exercised through Steven Joyce’s personal affiliations and roles.)
24. Sponsorships / Collaborations: Data Not Found. There are no public records of Joyce Advisory sponsoring events or collaborating in official partnerships under its brand. (The firm’s activities are consulting services rather than public-facing campaigns; any collaborations are typically client-consultant relationships rather than co-branded initiatives.)
25. Events (held or organised by this organisation): Data Not Found. Joyce Advisory has not been identified as an organizer or host of any public events. (Its work is conducted privately for clients. Steven Joyce does appear at conferences or in media as an individual commentator, but these are not billed as Joyce Advisory events.)
26. Political Donations: No known political donations by Joyce Advisory or its owner have been disclosed. The company itself does not appear in New Zealand Electoral Commission donation records (and Steven Joyce, as a former National MP, has not been noted for donating money to political parties in recent years). However, Joyce’s business relationships intersect with political fundraising indirectly – for example, Winton’s CEO (a Joyce Advisory client) made large donations of $52,000 and $103,260 to the National Party in 2022 and 2023, as well as $50,000 to the ACT Party. (These donations, while not from Joyce or his firm, illustrate the proximity of Joyce Advisory’s clients to political funding.)
27. Controversies:
• Undisclosed Lobbying / Med School Deal: Joyce Advisory’s role in helping the University of Waikato lobby for a new medical school became controversial once revealed. Documents showed the Vice-Chancellor worked hand-in-glove with Joyce (and even described the policy as a “present” for a future National government). Critics argue this is de facto lobbying without public transparency. The university insisted Joyce was not hired as a lobbyist, but rather for “strategic advice,” raising questions about definitional loopholes in lobbying activity.
• No-Bid Contract & Auditor-General Criticism: The University of Waikato’s nearly $1m contract with Joyce Advisory (funded by public money) was never tendered competitively. In May 2024 the Auditor-General criticised the lack of a proper procurement process in hiring Joyce’s firm. This sparked concerns about favoritism, given Joyce’s political connections, and about value for money in a cash-strapped university.
• Revolving Door & “Jobs for the Boys”: Joyce’s swift move from senior minister to private consultant – and back into government-appointed roles – has drawn “revolving door” criticisms. In 2024, the new government appointed him chair of an infrastructure panel at $4,000 per day, prompting opposition leaders to label it “jobs for the boys” (rewarding political allies with paid roles). The government defended the appointment as merit-based, but the optics of a former National minister receiving such a post (and pay) so soon reinforced calls for greater scrutiny.
• Conflict of Interest Allegations: Steven Joyce’s dual roles have raised ethical questions. As a media commentator, he has advocated for policies that align with his clients’ interests (e.g. urging more university funding while on a university’s payroll). As an advisor to private companies, he concurrently influences the National Party’s policy – e.g. property developers’ interests in National’s housing and tax plans – blurring the line between public interest and private gain. These overlapping interests have led to perceptions of possible conflicts, even if no rules are technically broken (since NZ has no formal lobbying registry).
• Transparency and Integrity Concerns: Overall, Joyce Advisory has been cited by watchdogs as an example of opaque influence. The Green Party and others have pointed to Joyce’s behind-the-scenes role in National’s policy formation as justification for establishing a public lobbying register. The term “integrity-washing” has been applied insofar as hiring a respected former minister can lend an appearance of credibility while keeping actual lobbying activities out of sight. These issues remain a point of debate in NZ’s political discourse around lobbying ethics.
28. Other information of note:
• Origin as Joyce Investments: The entity behind Joyce Advisory has existed for decades. It was initially incorporated in 1999 as Joyce Investments Ltd (a personal investment vehicle), with Steven Joyce as a founding director. During Joyce’s years in government (2008–2018) he stepped back from running it, and a proxy director managed the company. Immediately upon leaving Parliament in 2018, Joyce reassumed control and refocused the company into “Joyce Advisory,” signalling his return to private sector influence-peddling.
• International Consulting Role: Joyce’s expertise has been recognized beyond New Zealand. Notably, he was commissioned by Australia’s federal government to conduct a comprehensive review of their vocational education system in 2018-19. This high-profile foreign assignment (often referred to as the “Joyce Review”) underscored the weight his advisory credentials carried. It also expanded his influence network internationally, albeit temporarily, before he refocused on NZ clients.
• Media and Publications: In 2023, Steven Joyce published his memoir “On the Record,” detailing his time in office. He is also a regular columnist on political and economic issues in outlets like the NZ Herald, often drawing on his experience. These writings sometimes include disclaimers about his consultancy work, and they serve to indirectly advocate for policies that align with his or his clients’ views (reinforcing his lobbying efforts via public commentary).
(Together, these points illustrate that Joyce Advisory is essentially an extension of Steven Joyce’s personal career – converting political capital into private consultancy influence. Its provenance and activities are deeply entwined with Joyce’s own biography.)
29. Recipient of Wage Subsidy Scheme: No. There is no record of Joyce Advisory Limited receiving any COVID-19 Wage Subsidy payments in the official public database (the firm likely did not apply, or fell below the employee-count disclosure threshold). During 2020’s pandemic subsidies, Joyce publicly criticized aspects of the government’s economic response rather than indicating any need for relief for his own business. In sum, there is no evidence that Joyce Advisory relied on wage subsidies.
Sources
1. [7]BizDB – Joyce Advisory Limited (company registration details: NZBN, company number, status, dates) – bizdb.co.nz/company/9429037529291/
2. [48]LinkedIn (search snippet) – Joyce Advisory profile (industry, size, HQ, founded) – linkedin.com/company/joyce-advisory
3. [66]Wikipedia – Steven Joyce (biographical details on resignation and consultancy founding) – en.wikipedia.org/wiki/Steven_Joyce
4. [28]Scoop News – Bryce Edwards, “The Vested Interests Shaping National Party Policies” (Joyce Advisory’s specializations and ties, Winton case, donations) – scoop.co.nz/stories/PO2309/S00236…
5. [32]RNZ News – Guyon Espiner, “University of Waikato boss referred to new medical school as a ‘present’…” (emails and details of Waikato–National collaboration, Joyce’s fees) – rnz.co.nz/news/national/497281…
6. [33]RNZ News – Guyon Espiner, “Cash-strapped Waikato University has paid…Steven Joyce nearly $1 million” (invoice totals, union reaction) – rnz.co.nz/news/in-depth/491859…
7. [36]RNZ News – Guyon Espiner, (continuation of above “cash-strapped” article: Joyce’s work described by VC, disclaimer in Joyce’s column, denial of lobbying, use of Capital GR) – rnz.co.nz/news/in-depth/491859…
8. [31]Scoop News – Bryce Edwards, “The Vested Interests…” (Waikato University’s work with National, Joyce Advisory nearly $1m for “lobbying advice”, Anna Lillis role, Joyce on University board, Joyce’s board roles at Winton, Icehouse, Hammerforce, RCP) – scoop.co.nz/stories/PO2309/S00236…
9. [37]RCP.co.nz – People – Steven Joyce (Independent Advisor) (Joyce’s biography highlighting ministerial portfolios and value to RCP board) – rcp.co.nz/people/steven-joyce
10. [19]OversightSolutions – Network profile for Joyce Advisory Ltd (includes Companies Office link and notes on company network) – oversightsolutions.co.nz/profile/JOYCE-ADVISORY-LIMITED
11. [52]NZ Herald (Premium) – Steven Joyce op-ed, “Long-term central and local govt partnerships…” (author blurb noting Joyce Advisory and “three councils on its client list,” plus chair of Infrastructure Panel) – nzherald.co.nz/business/long-term-central-and-local-govt-partnerships…
12. [67]1News – Benedict Collins, “Government denies it’s delivering ‘jobs for the boys’” (details on ex-National ministers’ appointments: McCully, Bridges, Sowry, English, Joyce – including Joyce’s $4000/day, $40k cap; Hipkins quote “jobs for the boys”) – 1news.co.nz/2024/03/27/government-denies-its-delivering-jobs-for-the-boys/
13. [41]TransportTalk – Nigel Moffiet, “Steven Joyce to lead infrastructure agency design panel” (announcement of Joyce’s appointment as chair, via Infrastructure Minister Chris Bishop, panel’s purpose and members) – transporttalk.co.nz/news/steven-joyce-to-lead-infrastructure-agency-design-panel
14. [25]Wikipedia (references section) – Reference [41]: “Auditor-General criticises way University of Waikato contracted Steven Joyce” (RNZ, 3 May 2024) – via en.wikipedia.org/wiki/Steven_Joyce
15. [0]Bing Search snippet – Steven Joyce’s Twitter bio and Facebook profile tagline (Joyce Advisory mentioned on social media) – (twitter.com/stevenljoyce and facebook.com profile snippet)
16. [10]BizDB – Joyce Advisory Ltd (director and shareholder info: Steven Joyce reappointed 2018, Chris Lynch term 2009–2018, share allocations) – bizdb.co.nz/company/9429037529291/
17. [11]BusinessCheck – Joyce Advisory Ltd (shareholders: 99 shares – S. Joyce & C. Lynch, + 1 share S. Joyce) – businesscheck.co.nz/ltd/9429037529291/
18. [33]RNZ News – “Cash-strapped Waikato…paid nearly $1m” (opening lines summarizing Joyce Advisory payments, union quotes on shock and insult) – rnz.co.nz/news/in-depth/491859…
19. [32]RNZ News – “Waikato boss…‘present’ for future National govt” (details of VC Quigley’s communications with National and Joyce’s $966k consultancy, Lillis hire) – rnz.co.nz/news/national/497281…
20. [36]RNZ News – “Cash-strapped Waikato…” (further down: VC Quigley’s statements on Joyce’s roles and explicit note “Joyce’s services did not include government relations or lobbying…paid Capital GR for that,” etc.) – rnz.co.nz/news/in-depth/491859…
21. [28]Scoop – Bryce Edwards, “Vested Interests Shaping National’s Policies” (sections on Winton: Joyce not hired for lobbying, donations by Winton’s owner to National/ACT; on foreign buyer tax: Hooton’s commentary on lobbyists shaping policy and Winton’s benefit; on Joyce’s continued influence and board roles) – scoop.co.nz/stories/PO2309/S00236…
22. [66]Wikipedia – Steven Joyce (background: millionaire from RadioWorks, entered Parliament 2008, resigned 2018 after leadership bid, established Joyce Advisory with close National ties; mention of rumoured influence on Waikato med school plan) – en.wikipedia.org/wiki/Steven_Joyce
23. [69]LinkedIn (search result) – Joyce Advisory tagline (“Independent Advisor to Boards of Directors and Chief Executives. Highly experienced in strategy…”) – linkedin.com (search cache)
24. [38]TechDay (ITBrief) – “The Icehouse Welcomes New Heavy-Hitting Board Members” (news that Steven Joyce and Lindsay Zwart joined The Icehouse board, indicating his venture capital involvement) – itbrief.co.nz/story/the-icehouse-welcomes-two-new-board-members
25. [22]BusinessCheck – Howard Wright Ltd (historic shareholders list showing Joyce Advisory (aka Joyce Investments) held shares 2004–2010) – businesscheck.co.nz/ltd/9429040173436/
26. [47]NZ Herald – Steven Joyce op-ed “Progress is inexorable…” (author info: “He is director at Joyce Advisory and author of recently published book…”) – nzherald.co.nz/business/progress-is-inexorable-we-dont-want-to-be-left-behind-steven-joyce/
27. [52]NZ Herald – Steven Joyce op-ed “Long-term…getting infrastructure built” (reiterated author info: “Director at Joyce Advisory Ltd, which includes three councils on its client list; chairs Infrastructure Panel”) – nzherald.co.nz/business/long-term-central-and-local-govt-partnerships…
28. [67]1News – “Government denies…‘jobs for the boys’” (detailed context on multiple ex-National appointees, including daily pay rates and Hipkins’ critique) – 1news.co.nz/2024/03/27/government-denies-its-delivering-jobs-for-the-boys/
29. [65]Ministry of Social Development – Wage Subsidy Employer Search (explanation that if an employer isn’t found, they likely didn’t apply or had <3 employees; Joyce Advisory not found in public search) – msd.govt.nz/about-msd-and-our-work/newsroom/2020/covid-19/covid-19-wage-subsidy-employer-search.html
30. [31]Scoop – Bryce Edwards, “The Vested Interests…” (Joyce’s nexus between National and business, ties with Chris Bishop and Jo de Joux on campaign, concluding remarks on need for scrutiny) – scoop.co.nz/stories/PO2309/S00236…
Spot anything in this entry that is wrong? Please either leave a comment at the end or email, in confidence: bryce@democracyproject.nz