About BackBone
We build the systems
that build your business.
Running a trade or service business is hard enough. Chasing leads, quoting jobs, following up customers — that chaos shouldn't slow you down. We take it off your plate and replace it with automation that runs 24/7.
Success doesn't require sacrifice.
We reject the online narrative that success demands endless hours. We believe Kiwis should work smarter, not longer. Our systems compress 12-hour workdays into focused, high-impact hours — giving NZ business owners more time for what actually matters.
0hrs+
Saved per week, per client
0 days
Fastest setup we've ever done
0%
NZ-focused. Built for Kiwi trades
0/7
Your system works even when you don't
Give NZ Business Owners Their Lives Back
Work Smarter, Not Longer
Automation That Runs 24/7
No Grind Culture
Built for Kiwi Trades
Family First, Business Second
Freedom by Design
More Backyard, Less Burnout
Give NZ Business Owners Their Lives Back
Work Smarter, Not Longer
Automation That Runs 24/7
No Grind Culture
Built for Kiwi Trades
Family First, Business Second
Freedom by Design
More Backyard, Less Burnout
What Drives Us
Built on a belief that
work should serve life — not the other way around.
Two values sit at the heart of everything we build. They shape every system, every feature, every conversation we have with a client.
Our North Star
Give NZ Business Owners Their Lives Back
We exist to give New Zealand business owners their lives back — not through working harder, not through "grinding," but through intelligent systems that do the heavy lifting while they enjoy the backyard we're lucky enough to call home.
Our Mission
Success Without Sacrifice
BackBone exists to prove that success doesn't require sacrifice. We build automation and AI systems that compress 12-hour workdays into focused, high-impact hours — giving NZ business owners more time for family, fitness, fishing, whatever makes them truly happy.
We reject the hustle narrative. We believe Kiwis should work smarter, not longer.
We reject the hustle narrative. We believe Kiwis should work smarter, not longer.
Our North Star
Give NZ business owners
their lives back.
their lives back.
Not through working harder. Not through grinding. But through intelligent systems that do the heavy lifting — while you enjoy the backyard we're lucky enough to call home.
This isn't just a tagline. It's the filter every decision gets run through. If a feature, system, or service doesn't genuinely give someone more time and freedom, we don't build it.
This isn't just a tagline. It's the filter every decision gets run through. If a feature, system, or service doesn't genuinely give someone more time and freedom, we don't build it.
"
We exist to prove that success doesn't require sacrifice. That a business can grow without the owner grinding themselves into the ground.
BackBone North Star
Family First
The best businesses are built by people who have a life worth protecting. We build systems that let you be present — for the people that matter most.
Work Smarter
We reject the hustle narrative. Kiwis deserve to run great businesses without sacrificing health, relationships, or the outdoors that make this country worth living in.
Freedom by Design
Every automation we build is one less thing on your plate. The goal isn't just efficiency — it's a business that works hard so you don't have to.
The Team
Two founders.
One shared mission.
BackBone was built by two guys who genuinely believe NZ business owners deserve better than drowning in admin. Here's who's behind it.
📸 Photo coming soon
Co-Founder
Josh
Builder & Operations — Whakatane, NZ
Josh is the systems guy. While Archie's on the phone closing deals, Josh is under the hood — building the automations, wiring the workflows, and making sure every client's setup actually delivers results.
He discovered the power of AI automation while helping family with admin tasks and knew immediately: this was the tool NZ trades businesses had been waiting for. BackBone was born from that moment.
He discovered the power of AI automation while helping family with admin tasks and knew immediately: this was the tool NZ trades businesses had been waiting for. BackBone was born from that moment.
24/7
Systems mindset
5am
Daily start time
∞
Automations built
📸 Photo coming soon
Co-Founder
Archie
Sales & Client Growth — Auckland, NZ
Archie is the closer. He's the one picking up the phone, talking to tradies, and translating their real problems into solutions that BackBone can actually deliver. His background in sales and client relationships means he understands what NZ business owners need — because he listens before he pitches.
His philosophy? Kiwi business owners don't like to be rushed. Give them space, show them the value, and let the results speak.
His philosophy? Kiwi business owners don't like to be rushed. Give them space, show them the value, and let the results speak.
200+
Calls made weekly
70%+
Close rate
NZ
Local & proud
How We Help
Scale smarter and faster —
here's exactly how we do it.
Five ways BackBone takes the chaos off your plate and replaces it with systems that run themselves.
01
Automate Your Follow-Ups
Stop losing leads because you're too busy on the tools. BackBone automatically follows up with new enquiries, chases quotes, and keeps conversations alive — without you lifting a finger.
02
Close More Jobs (Without More Work)
From instant quotes to seamless booking flows, we streamline the sales process so you win more work with less effort. More conversions, more revenue, less admin.
03
Build Trust With More Reviews
We automate review requests after every job, turning happy customers into public proof that builds your reputation and wins future business on autopilot.
04
Simplify Your Day-to-Day
No more switching between five different apps. BackBone brings messages, payments, jobs, and customers into one simple platform built specifically for trades and service businesses.
05
Support That Never Sleeps
Our team handles setup, customisation, and ongoing support — plus 24/7 help whenever you need it. You focus on the work. We'll handle the rest.
Have Questions?
Choosing the right system is a big move. We offer a free, no-strings consultation to map out exactly how BackBone plugs into your business.
Ready to get your
life back?
Book a free 20-minute strategy call — or call our AI agent right now to hear exactly what your business sounds like on autopilot.
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Built for NZ trades
