Choosing a name for your New Zealand business is one of those tasks that feels big until you discover how simple it actually is. Whether you’re a sole trader going it alone or registering a company, the whole process can cost as little as $11.50 and takes just minutes online — provided you know the right tools and rules.
Cost to register a company name (government fee): $10 + GST · Time to reserve a name: 20 working days · Businesses registered in NZ: over 600,000 · ONECheck covers: business name, trademark, social media, domain · GST rate: 15%
Quick snapshot
- Use ONECheck to check business name, trademark, social media, and domain availability. (Business.govt.nz (NZ government portal))
- Search the Companies Register for exact duplicates. (Companies Office (NZ company registry))
- Make a list of 3-5 alternative names in case your first choice is taken. (Business.govt.nz (NZ government portal))
- Sole trader: simplest, no registration fee for name, but personal liability. (Deel (global employment platform))
- Company: limited liability, must register with Companies Office, $10 + GST name reservation. (Companies Office (NZ company registry)) (Deel (global employment platform))
- Partnership or trust: additional paperwork, less common for new businesses. (Deel (global employment platform))
- Apply online at the Companies Register for company name reservation. (Companies Office (NZ company registry))
- Pay $10 + GST via credit card or internet banking.
- Within 20 working days, incorporate the company to finalize registration. (Companies Office (NZ company registry))
- Apply for an IRD number if needed. (Deel (global employment platform))
- Consider trademark registration to protect your brand. (Business.govt.nz (NZ government portal))
- Register for GST if annual turnover exceeds $60,000. (Deel (global employment platform))
- Set up a business bank account.
Six key facts covering registration bodies, costs, and timelines.
| Fact | Value |
|---|---|
| Registration body for companies | New Zealand Companies Office (source) |
| Registration body for sole traders | Inland Revenue (IRD number) (Deel (global employment platform)) |
| ONECheck URL | business.govt.nz/onecheck (source) |
| Max duration of name reservation | 20 working days (source) |
| Cost to reserve company name | $10 + GST ($11.50 incl.) (source) |
| Trademark application cost (approx.) | From $150 |
How to register a business name in NZ?
Step-by-step process for sole traders
- No formal business name registration is required for sole traders — you can trade under your own legal name. (Wise (international money transfer service))
- If you want a name other than your own, simply start using it — but check availability via ONECheck to avoid conflicts. (NZBN (New Zealand Business Number program))
- You must register with Inland Revenue using your IRD number if your income exceeds $60,000 or if you register for GST. (Deel (global employment platform))
Step-by-step process for companies
- Reserve a name via the Companies Register — cost $10 + GST. (Companies Office (NZ company registry))
- Reservations are typically approved within a couple of hours during business hours. (Wise (international money transfer service))
- Within 20 working days, file incorporation documents and pay the incorporation fee (approx. $105). (Companies Office (NZ company registry))
The implication: Company registration is simple but has a ticking clock.
How much is it to register a business name in NZ?
Breakdown of fees for sole traders vs companies
Sole traders pay nothing to choose a business name — the only mandatory cost is registering for an IRD number (free) and potentially GST if turnover exceeds $60,000. (Deel (global employment platform)) Companies face a clear fee schedule: name reservation costs $10 + GST, and incorporation adds around $105. (Companies Office (NZ company registry))
Additional costs: trademark, domain, GST registration
- Trademark registration through IPONZ starts from approximately $150. (Deel (global employment platform))
- Domain name registration varies ($10–$30/year).
- GST registration is free but requires 15% added to invoices once registered. (Deel (global employment platform))
Sole traders save on upfront registration fees but pay with unlimited personal liability. For many small businesses, the $11.50 name reservation is negligible — the real cost lies in the legal structure you choose.
The pattern: Sole traders save on upfront costs but assume personal risk.
How to check if a business name is taken in NZ?
Using the ONECheck tool
- ONECheck, on business.govt.nz, is a free tool that simultaneously checks the Companies Register, trademark database, domain availability, and social media handles. (NZBN (New Zealand Business Number program))
- It is the fastest way to see if your desired name is available across multiple channels. (Business.govt.nz (NZ government portal))
Checking the Companies Register directly
- The Companies Register provides a free name search to confirm that no identical or confusingly similar company name exists. (Companies Office (NZ company registry))
- Checking before registration avoids rejection and wasted application fees. (Wise (international money transfer service))
What this means: Free checks can save you from costly rejections.
Do I need to register my small business in NZ?
When registration is mandatory
Registration requirements depend on turnover and structure.
| Trigger | Requirement |
|---|---|
| Annual turnover < $60,000 | No GST registration required, but still need IRD number. |
| Annual turnover ≥ $60,000 | Must register for GST (15% added to sales). (Deel (global employment platform)) |
| Employing staff | Must register as an employer with IRD. (Business.govt.nz (NZ government portal)) |
| Running as a company | Must incorporate with Companies Office. (Companies Office (NZ company registry)) |
Sole trader vs company registration requirements
- Sole traders: no formal business registration, no separate bank account, unlimited personal liability. (Deel (global employment platform))
- Companies: must register with Companies Office, provide directors and shareholder details, file annual returns. (Companies Office (NZ company registry))
The catch: Failure to register when required can lead to penalties.
What to avoid when naming a business?
Restricted words and phrases
- Words like “Bank”, “University”, or “Trust” require special approval from the relevant authority. (Wise (international money transfer service))
- Names that imply government affiliation (e.g., “Ministry”) are also restricted.
Names too similar to existing trademarks
- Using a name already registered as a trademark can lead to legal action under the Fair Trading Act or Trade Marks Act. (Wise (international money transfer service))
- ONECheck checks the trademark register, but a full trademark search is recommended if you plan to apply for one.
Generic or misleading names
- Overly generic names (e.g., “The Restaurant”) may not be accepted. (Companies Office (NZ company registry))
- Names that mislead about the nature of the business can be rejected.
You can check availability for free, but even a cleared name may infringe an unregistered trademark. A separate professional search or trademark registration is the only way to be sure.
The implication: A name that clears ONECheck still may not be safe from trademark claims.
Comparison: Sole trader vs Company
Each structure has three key differences that matter for naming.
| Aspect | Sole Trader | Company |
|---|---|---|
| Name registration required | No formal registration; can trade under own name or any name not already used | Yes, must reserve name ($10 + GST) and incorporate |
| Liability | Unlimited personal liability (Deel (global employment platform)) | Limited liability (separate legal entity) |
| Ongoing compliance | No annual returns; only tax filing | Annual return filing required (fee applies) |
The implication: The choice of structure fundamentally changes your exposure.
Upsides & Downsides
Upsides
- Free to start as a sole trader with no business name registration.
- ONECheck tool makes availability checks quick and comprehensive.
- Name reservation for companies is cheap ($11.50) and fast.
Downsides
- Sole traders have no exclusive right to their business name (unless trademarked).
- Company name reservation expires after 20 working days if not used.
- Trademark registration adds cost and time.
Timeline
- Day 1: Check name availability using ONECheck and Companies Register. (Business.govt.nz (NZ government portal))
- Day 1: Reserve company name online (cost $10 + GST). Reservation lasts 20 working days. (Companies Office (NZ company registry))
- Within 20 days: Incorporate the company to finalize registration. File incorporation documents and pay fee (approx. $105). (Companies Office (NZ company registry))
- After incorporation: Apply for IRD number and GST registration if applicable. (Deel (global employment platform))
- Ongoing: Renew company annual return each year (fee applies). (Companies Office (NZ company registry))
What this means: You have 20 working days to complete incorporation after reservation.
What’s confirmed and what’s unclear
Confirmed facts
- Company name reservation costs $10 + GST. (Companies Office (NZ company registry))
- ONECheck checks business name, trademark, social media, and domain availability. (NZBN (New Zealand Business Number program))
- Sole traders do not need to register a business name with a central registry. (Wise (international money transfer service))
What’s unclear
- Exact time to receive IRD number after application may vary. (Deel (global employment platform))
- Trademark processing time can range from 6 to 18 months. (Deel (global employment platform))
The pattern: Most costs are fixed, but processing times vary.
Quotes from official sources
Reserving a name for a new company costs $10 plus GST and lasts 20 working days.
ONECheck searches the Companies Register, IPONZ trademarks, NZBN Register, and domain registers to help you choose a business name.
If you use a name identical to a registered company, you may breach the Fair Trading Act if you operate in the same industry.
The consequence is clear: New Zealand’s system favors simplicity for sole traders but demands precision for companies. For any solo entrepreneur, the smart move is to use ONECheck first, register a RealMe account, and decide whether to go sole trader or incorporate before you spend a cent. For a company founder, budget $11.50 for name reservation and another $105 for incorporation, and set a 20‑working‑day deadline to finalise. The real takeaway: a great business name is worthless if it’s taken — so check early, check free, and check often.
Related reading: Choosing a business name – ONECheck it first · Reserving a name for a new company
For a detailed breakdown of fees and the ONECheck process, see our guide on registering a business name in New Zealand.
Frequently asked questions
Can I register a business name as a sole trader without forming a company?
Yes — sole traders can trade under their own name or a chosen business name without any formal registration. You do not need to form a company. (Wise (international money transfer service))
What happens if my desired business name is already taken?
You cannot register a company name that is identical or confusingly similar to an existing name. You may still use it as a sole trader, but you risk legal action if it infringes a trademark. (Wise (international money transfer service))
How do I change my business name in NZ?
For a company, file a name change application with the Companies Office (fee applies). For a sole trader, simply start using a new name — no official process required. (Companies Office (NZ company registry))
What is the difference between a trading name and a company name?
A trading name (or business name) is the name you use publicly — it does not need to be registered if you are a sole trader. A company name is the legal name of a registered company and must be reserved and incorporated. (Wise (international money transfer service))
Do I need a trademark for my business name?
Legally, no. But registering a trademark gives you exclusive rights and prevents others from using a similar name in your industry. (Business.govt.nz (NZ government portal))
Is it possible to register a business name online from overseas?
Yes — the Companies Register and ONECheck are accessible from anywhere. You will need a RealMe account, which can be set up online. (Multiplier (global EOR provider))
How long does it take to get a company name approved?
Approval typically comes within a couple of hours during business hours. (Wise (international money transfer service))