Inland Revenue
New Zealand tax authority's myIR services.
Inland Revenue at a glance
Inland Revenue is a government website and one of the most visited sites in New Zealand, currently ranked #5 in the country. It was founded in 1878 and is headquartered in Wellington, New Zealand. Today Inland Revenue is owned by Government of New Zealand. Our estimates put its audience at ≈ 8 million visits per month. The business earns money mainly through not advertising funded — public service portal. Its closest rivals include govt.nz, workandincome.govt.nz.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 7.5 million / month | +2% |
| Q2 | ≈ 7.8 million / month | +3% |
| Q3 | ≈ 8 million / month | +3% |
| Q4 | ≈ 8.5 million / month | +6% |
Traffic sources
- Direct49%
- Organic search40%
- Referral7%
- Social3%
- Email1%
Audience & demographics
- Men51%
- Women49%
- Age 25-3427%
- Age 35-4426%
- Age 45-5423%
The audience is concentrated in New Zealand, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- New Zealand94%
Home market
- Diaspora and neighbouring markets3%
- Europe1%
- North America1%
- Rest of world1%
SEO profile
- Estimated organic traffic
- ≈ 2.4 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- New Zealand
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| inland revenue | 1 | Very high | Dominant |
| official application | Top 10 | High | — |
| tax payment | Top 10 | High | — |
| id document | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the New Zealand web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 69% mobile
- Position in country
- Among the leading government apps in New Zealand
Company information
- Website
- ird.govt.nz
- Sector
- Government
- Owner
- Government of New Zealand
- Owner type
- Government
- Founded
- 1878
- Headquarters
- Wellington, New Zealand
- Ownership
- Government of New Zealand controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- English, Te Reo Māori
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Government
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Inland Revenue operates an official government service portal focused on New Zealand. New Zealand tax authority's myIR services. Revenue comes mainly from not advertising funded — public service portal, supported by the other lines listed below.
- Not advertising funded — public service portal
International presence
- Primary market
- New Zealand
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (New Zealand)
- #5 in this index
- Sector rank
- Leading government site in New Zealand
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| govt.nz | ≈ 4.8 million / month | #6 class competitor | — |
| workandincome.govt.nz | ≈ 3.6 million / month | #7 class competitor | — |
What is Inland Revenue?
Inland Revenue (ird.govt.nz) is an official government service portal serving users in New Zealand. New Zealand tax authority's myIR services. It ranks #5 among the most visited websites in the country in this index, within the government category.
Who owns Inland Revenue?
The site is operated by Government of New Zealand. The company was established in 1878 and is headquartered in Wellington, New Zealand.
Traffic and audience
Traffic estimates place Inland Revenue at roughly 8 million visits per month, about 0.3 million per day. Around 69% mobile of sessions come from mobile devices, and visitors view about 4.6 pages per visit with an average session of 6 min.
How Inland Revenue makes money
Revenue comes primarily from not advertising funded — public service portal, alongside .
Competitors in New Zealand
Its closest rivals include govt.nz, workandincome.govt.nz.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1878
Inland Revenue is founded in Wellington, New Zealand.
- Growth phase
Expands its government offering and moves to a mobile-first product.
- Today
Ranks #5 among the most visited websites in New Zealand.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Official source for public services and documents
- Digital identity login replaces office visits
- No advertising or tracking clutter
- Accessible design requirements
Cons
- Navigation across departments is confusing
- Peak-time queues and downtime
- Some services still require paper steps
- Support channels are limited
Key statistics
Frequently asked questions
Who owns Inland Revenue?
Inland Revenue is operated by Government of New Zealand. Government structure, based on public filings and press reporting.
Where is Inland Revenue headquartered?
Inland Revenue is headquartered in Wellington, New Zealand.
When was Inland Revenue founded?
Inland Revenue was founded in 1878.
What is Inland Revenue's revenue?
Inland Revenue does not publish standalone revenue; income comes from not advertising funded — public service portal.
Who are Inland Revenue's competitors?
Main competitors in New Zealand include govt.nz, workandincome.govt.nz.
How does Inland Revenue make money?
Mainly not advertising funded — public service portal.
Is Inland Revenue publicly traded?
Inland Revenue's ownership: Government.
How many visitors does Inland Revenue get?
Third-party estimates place Inland Revenue at roughly 8 million visits per month, mostly from New Zealand, with 69% mobile traffic.
Is Inland Revenue safe?
Inland Revenue is an established government site founded in 1878 and ranked #5 in New Zealand; use the official domain ird.govt.nz and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsird.govt.nz
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageNew Zealand and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos