In a major move for New Zealand’s media and digital landscape, Trade Me is acquiring a 50% stake in Stuff Digital Ltd, the company behind the country’s most-visited website, stuff.co.nz.

Announced this week, the deal brings together two Kiwi heavyweights—Trade Me, New Zealand’s go-to platform for property, jobs, and cars, and Stuff, which owns the largest digital news audience in the country.

Under the new agreement, Stuff’s property section will carry Trade Me Property branding, with listings and some content shared across the two sites.

Trade Me CEO Anders Skoe says the partnership is about helping Kiwis live their best lives.

“This is an exciting investment to accelerate our growth by connecting with even more Kiwi to help them live the life they’ve always dreamed of.”

Stuff’s owner Sinead Boucher, who led the buyout of Stuff five years ago, says this is the first time she’s brought on an equity partner—and it had to be the right one.

“Trade Me is that partner,” she says. “A great Kiwi success story with the largest property and motoring audiences in New Zealand.”

The deal excludes Stuff’s printed mastheads, events business, and Neighbourly social platform, and is expected to be finalised in the next few months.

For Coasties, it’s another sign of how digital platforms are reshaping the way we access news, jobs, and property listings.

With Trade Me and Stuff teaming up, and local apps like the Hibiscus Coast App already offering homes for sale alongside news and events, it’s clear the future of local content is increasingly digital—and increasingly collaborative.

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