TRA Labs partners with New Zealand and Australia's most ambitious founders to develop world-class res-tech start-ups.
At TRA, we know people. And with over 15 years of experience, we also know the complex problems that brands and marketers face in reaching and delivering to people. We equip founders with TRA’s industry knowledge of these challenges, alongside insights, technical expertise and operating capabilities, empowering them to do what they do best - scale and grow solutions.
Work with Labs →
Idea generation

TRA works with the most innovative marketers, insights managers and brands in Australia and New Zealand.  We know our industry – including the gaps in the market, the problems that need fixing, and the challenges that come up time and time again.

The entire TRA team is invited to consider common client problems and roadblocks and pitch ideas for new startup solutions.

Validation & discovery

The TRA Labs team assesses the strength of these ideas and selects the most promising ones. These ideas are evaluated by our advisory board and taken through in-depth user interviews to explore problem spaces and consider potential solutions.

Once we have a clear view of the big problems to solve and what conceptual solutions look like we move into validation and market testing.  We create prototypes and test the top ideas with clients to gauge demand and gather valuable feedback.

Empowering founders

Having a great idea is just the beginning. We connect outstanding ideas with exceptional founding teams. We identify the best founders to lead the development and growth of the startup. Collaborating closely, we provide TRA's industry knowledge, technical expertise, and operational capabilities, while they contribute their passion, ambition, and drive for growth. Together, we develop a go-to-market strategy.

Collaborative startup success

The TRA Labs team, alongside our industry-leading marketers, designers, and product and operational experts, work hand in hand with the founder to give the startup the best possible start. We focus on creating a strong brand and product strategy that drives product-market fit.

Growth, raise, scale

TRA Labs partners with the founder to build a team and accelerate growth, with emphasis on sustainable development, achieving ARR targets, and securing funding. We provide guidance on team building, capital strategy, financial forecasting, and investor acquisition.


Once the venture hits ARR, funding or strategic milestones, the founder and team step into independence. They take over the reins and TRA's role moves to one of ongoing support and advisory.

We are constantly on the lookout for ambitious and talented people to join our TRA Labs ventures. Interested? Know someone who would be a good fit? Don't hesitate to reach out.
Work with Labs →
THE minds behind labs
Connon Bray
Connon has extensive experience in developing disruptive businesses and technologies and has worked across New Zealand, the United Kingdom and North America. He is expert in understanding problem spaces, conceptualising product solutions and enrolling clients, teams and investors to help get early stage companies off the ground.
Contact Connon →
Antony Ede
Experienced in pre-seed stage companies and an expert in rapidly finding product market fit. Antony has been working in startups and early-stage companies for more than a decade. Prior to that, Antony worked in Data Science and Machine Learning both in New Zealand and London working with blue chip companies across Europe, North America and APAC. Antony leads the technical development of TRA Labs initiatives, including Tracksuit, Zavy and Ideally.
Contact Antony →