The Immigration Advice Industry in New Zealand: What You Need to Know

New Zealand’s immigration system is complex, constantly evolving, and highly impactful for individuals, families, and businesses. While there is no legal requirement to engage an immigration adviser, the stakes involved mean that many applicants benefit significantly from experienced professional guidance.

The immigration advice industry was formally regulated under the Immigration Advisers Licensing Act 2007, and immigration advisers first became licenced in 2008. Today, anyone providing New Zealand immigration advice, irrespective of their location, must be either:
• A Licensed Immigration Adviser (LIA), or
• An exempt person, such as a New Zealand lawyer or CAB worker

“Immigration advice” means using, or purporting to use, knowledge of or experience in immigration to advise, direct, assist, or represent another person in regard to an immigration matter relating to New Zealand, whether directly or indirectly and whether or not for gain or reward.

Licensed Immigration Advisers (LIAs) are regulated by the Immigration Advisers Authority (IAA), which sets competency standards, issues licences, and enforces a detailed Code of Conduct. To become fully licenced, advisers must complete the Graduate Diploma in New Zealand Immigration Advice from the Toi-Ohomai Institute of Technology, and work under supervision for 2 years. They must undertake ongoing professional development and renew their licence (at a cost of $2,000) annually. LIAs are subject to a formal complaints and disciplinary regime, with significant penalties for misconduct, including suspension, cancellation, or prosecution.

New Zealand currently has around 1,500 licensed advisers, with some 350 advisers located offshore. There is a relatively small number of substantial immigration companies who employ 10+ immigration advisers, while the majority of advisers work as sole practitioners or in small businesses.

Immigration policy is not only complex but frequently changing, and individual circumstances rarely fit neatly within standard rules. An experienced adviser can:
• Assess eligibility and identify the most appropriate visa pathway
• Prepare and present applications correctly and efficiently
• Liaise with Immigration NZ on the applicant’s behalf
• Manage risk and avoid costly mistakes
• Instil confidence that the process is being professionally managed and that the applicant’s interests are being properly represented

Choosing the right adviser can be critical and the most reliable starting point is often a personal referral from a trusted source. Beyond that, applicants should:
• Verify the adviser’s licence on the IAA register
• Check how long they have been licensed and their experience with similar cases
• Look for independent reviews, and not rely on website testimonials and be wary of websites that appear to prioritise marketing over substance
• Consider professional memberships (such as NZAMI and NZAIP), which indicate an ongoing commitment to, and interaction within, the profession. Advisers who present at professional development events are also generally well-regarded by their peers
• Communicate directly with the adviser early to assess their, knowledge, experience, and willingness to interact – establishing a trusting and constructive relationship is important

Experience is particularly important. Immigration work is nuanced, and real-world case management over many years is difficult to replicate through theory alone.

Licensed Immigration Advisers must charge fees that are fair and reasonable, typically reflecting factors such as the complexity of the case, the adviser’s experience, and the level of service provided. Fee structures vary, but transparency is key. A written agreement setting out scope, deliverables, and costs is a requirement under the Code of Conduct.

For many, migrating to New Zealand is one of the most important decisions of their lives. While it is possible to navigate the process alone, professional advice can significantly reduce risk and improve outcomes.

Ultimately, the immigration advice industry in New Zealand is well-regulated and supported by robust professional standards. The challenge for applicants is not whether quality advice exists—but rather how to choose the right adviser for their specific needs.