How to Choose and Register a Company Name in New Zealand
Choosing the right name for your NZ company matters more than most founders realise. Here is what the Companies Office allows, what it blocks, and how to check availability before you register.
Why your company name matters
Your company name is the legal identity of your business in New Zealand. Once registered with the Companies Office, it appears on all official documents, contracts, and the public register. Choosing well from the start avoids costly rebranding later.
What the Companies Office checks
The Registrar of Companies will reject a name that:
- Is identical or almost identical to an existing registered company or trade mark
- Contains a word that implies government association (Crown, Royal, National) without approval
- Is offensive or contrary to public policy
- Suggests the company is a bank, insurer, or licensed body without the appropriate licence
Checking availability
Search the Companies Register before committing to a name. Also search the IPONZ trade mark register to avoid infringing registered marks. A company name and a trade mark are separate legal rights in NZ.
Restricted and reserved words
Words like "Trustee", "Trust", "Building Society", "Credit Union", and "Co-operative" require prior approval from the relevant regulator. "University" requires approval from the New Zealand Vice-Chancellors Committee. The Companies Office publishes a full list of restricted words.
Name reservations
You can reserve a company name for 20 working days while you prepare your registration documents. This costs NZ$10 and gives you exclusive rights to that name during the reservation period.
Sole trader vs company name
A sole trader business name (used when trading) is different from a company name. If you are converting from sole trader to company, you may need to re-register your trading name separately.
Tips for a strong company name
- Keep it short and memorable
- Check the .nz domain is available before registering
- Avoid descriptive names that limit future scope (e.g. "Auckland Plumbing Ltd" if you plan to expand nationally)
- Consider whether the name will translate well to a logo and social handles
After registration
Once your company is registered, you will need to set up GST, PAYE, and business banking. An accountant can help you get the first 90 days right. Use FreshFirms Connect to find a qualified accountant in your region.