Who Scammers Target
Cyber scams continue to surge across New Zealand, and new research shows that no one is immune. While its long been assumed that only the elderly or the financially vulnerable are targeted, recent studies paint a very different picture.
Scope of the problem
The latest State of Scams in New Zealand 2025 report, estimates that New Zealanders now lose nearly NZ$3b each year to scams up from $2.3b the year before. With scam attempts occurring daily across email, text, phone and social media, these crimes are now one of the country's most pervasive threats.
Higher Earners Increasingly Targeted
Data continues to show that higher income individuals are more likely to be successfully targeted. Research led by University of Canterbury academic Dr Jarrod Gilbert found that people earning over $100,000 per year report the highest victimisation rates. This group is particularly vulnerable to sophisticated scams such as investment, cryptocurrency and business-related frauds - schemes designed to extract large sums from those with greater financial assets.
Scams Reach Everyone, but Older Adults Lose More
Scams affect New Zealanders of all ages, but recent Consumer NZ findings show that older adults remain disproportionately impacted. While all age groups report encountering scams, people aged 60+ experience the highest rates of financial loss. This challenges the idea that only seniors fall for scams - but confirms they remain a high-risk group for significant monetary harm.
Most Common Scams
The types of scams experienced in New Zealand are diverse, ranging from phishing emails and phone scams to more complex schemes like investment fraud. Many scams involve tricking victims into paying scammers, often through false invoices or impersonating distressed family members. Scams in relation to property transactions are particularly prevalent and can involve duping targets out of large sums. The rise of digital communication and social engineering techniques has made it easier for scammers to reach potential victims, increasing the overall risk. Additionally, it would appear that they are willing and able to research their victims to a greater degree, making their approach seem more credible or nothing that would cause alarm,
Prevention matters more than ever
With nearly $3b lost annually, strong prevention and support systems are essential. Netsafe, the New Zealand Police Financial Crime Prevention Network, and the National Cyber Security Centre all emphasise:
Early detection of unusual transactions
Education on recognising scam red flags
Clear reporting pathways
Support services for victims
Improved organisational cyber and payment security
Businesses, in particular, remain highly exposed to social-engineering and invoice-redirection frauds.
Protecting your business
New Zealand businesses can strengthen their protection with Crime and Cyber insurance (including extended social-engineering cover). These policies help safeguard against losses arising from fraudulent instructions, impersonation, and digital attacks.
For more information, contact the Frankie team on (07) 903 5000 or by emailing [email protected]
