Our story
We started Auxin to solve a problem we saw firsthand: too many people giving up on therapy because the first match wasn't right.
Our mission
The relationship between a client and their counsellor is the single most important factor in therapeutic outcomes. But most referral systems — directories, GP recommendations, word of mouth — are built on proximity and availability, not genuine fit.
Studies consistently show that around 40% of therapy clients disengage before completing a course of treatment. A significant portion of those dropouts stem from the first session: the fit simply wasn't right. A client dealing with grief sat across from a specialist in corporate burnout. A Pasifika client who needed cultural context was matched with someone who didn't understand it.
Auxin was built to close that gap — using AI to understand what someone actually needs, and matching them to a therapist who genuinely fits.
"The right therapist can change someone's life. The wrong one can put them off seeking help ever again. Getting that first match right is everything."
— Auxin founding team
What guides us
Genuine care for the people who use this system — clients looking for help, and practitioners who have dedicated their careers to providing it. Every design decision is made with both in mind.
We measure our success by match quality, not by how many names appear in a list. Three well-matched providers are worth more than fifty loosely filtered results.
What someone types into a therapy matching system is deeply personal. All data is stored and processed in New Zealand. We do not train on client inputs, and we will never sell data.
Our demo features providers based in Ponsonby, Albany, Newmarket, Remuera, Parnell, Māngere, and CBD — reflecting the real geography of Auckland's counselling sector.
Bilingual matching supports English, Te Reo Māori, Mandarin, Spanish, and Samoan — languages spoken by significant Auckland communities.
Cultural competency filters for Māori, Pasifika, and Asian clients — communities historically underserved by mainstream mental health services.
Local focus
Auckland is one of the most culturally diverse cities in the world. That diversity shapes what people need from a therapist — language, cultural frameworks, lived experience, and identity all play a role in whether a therapeutic relationship can work.
Our matching system was built with this in mind from day one. Cultural background, religion, LGBTQ+ affirmation, and language are first-class attributes — not afterthoughts bolted onto a generic directory.
We're currently focused on Auckland, with plans to expand to Wellington and Christchurch in 2027.
The people behind Auxin
Co-founder & CEO
Background in health-tech and clinical psychology. Previously led product at a Wellington digital health startup. Holds an MSc in Applied Machine Learning.
Co-founder & CTO
Full-stack engineer with a decade of experience in NLP and semantic search systems. Strong advocate for Māori data sovereignty and responsible AI in Aotearoa.
Clinical Adviser
Registered psychologist with 15 years of clinical practice in Auckland. Advises on matching logic, therapist profile design, and the ethical implications of AI in mental health care.