Open doors,
warm light inside.

In New Zealand, a bach is a small coastal cottage — a place people go to think, make things, and reset. It's modest by design. No marble countertops or corporate boardrooms. Just enough space to do clear-headed work with the ocean nearby.

Hackbach borrows that spirit and pairs it with the hacker ethos: tinkering, experimentation, and practical invention. It's a workshop for building useful tools — particularly where artificial intelligence meets real decisions — grounded in curiosity rather than hype.

The approach reflects a long-standing Kiwi tradition of generalist problem-solving: resourceful, hands-on, quietly inventive, and more comfortable working across disciplines than inside rigid specialisations. Our connection to the landscape matters too — open horizons, volcanic energy beneath calm surfaces, and a balance between work and life that produces clarity rather than burnout.

This is a place where ideas are tested, tools are built, and practical insight emerges from thoughtful tinkering rather than grandiose promises.

Open Horizons
Useful Things Made Well
Who's here

Hackbach is the independent work of a small team with deep roots in research, analytics, and applied AI. Between us we've spent decades working across marketing science, consumer behaviour, technology, and contemplative practice — a combination that turns out to be surprisingly useful when building tools for better human decision-making.

We're based in Aotearoa New Zealand and work with collaborators locally and internationally. The projects here are built at the intersection of academic rigour and practical invention — informed by evidence, but shipping things that actually work.

Hackbach is a project of Marketing Analytics Ltd. Based in Auckland, Aotearoa New Zealand.