It is the end of an era as Mercury announces it is to retire the NOW broadband brand.
One of New Zealand's most respected independent broadband brands is set to disappear, with Mercury confirming it will retire the NOW brand and migrate residential customers to Mercury Broadband over the coming months.
The move follows a strategic review by Mercury, which acquired an initial 48% stake in NOW in 2021 before taking full ownership of the business in late 2022.
The closure of the NOW brand is expected to take place over the next nine months and will result in the loss of around 70 jobs across Hawke's Bay, Christchurch, Tauranga and Hamilton. Our thoughts are with the team who have always been absolutely lovely and excellent partners when working with NZ Compare.
Importantly for customers, this does not mean their broadband services are being disconnected. Mercury has confirmed that residential customers will be transitioned onto Mercury broadband products, while business customers will be assisted in moving to alternative providers.
For many Kiwi households, however, this will feel like more than just a brand migration. It marks the end of one of New Zealand's best-known independent ISPs.
Founded in Hawke's Bay, NOW earned a loyal following by focusing on great customer service, local support and straightforward broadband without the complexity often associated with larger providers.
The company was also recognised repeatedly by consumers and the industry alike, taking home multiple NZ Compare Awards for Customer Service between 2017 and 2021 and building a reputation as one of the country's most customer-focused broadband providers.
In an industry increasingly dominated by large utility and telecommunications groups, NOW stood out as a proudly Kiwi challenger brand that proved smaller providers could compete on service and customer experience.
For many customers, moving to Mercury may be the simplest option. However, a provider change is always a good opportunity to review your options and ensure you're still getting the best fit for your household.
Option 1: Move to Mercury — but compare first
Mercury customers will likely receive migration options directly from the company. However, before simply accepting a transfer offer, customers should consider whether signing up as a new Mercury customer could provide access to new customer incentives, joining credits or promotional pricing. Compare Mercury broadband plans here.
Option 2: Consider other smaller, independent broadband providers.
Many NOW customers valued simplicity, local support and dealing with a New Zealand-owned provider that focused solely on broadband.
For those customers, there are some options that may feel familiar. 360 Net, Simply Broadband and Ash Net are all good potential alternatives.
360 Net are two times winners of NZ Compare Awards Best Value Broadband Provider in 2024 and 2025.
Simply Broadband offers straightforward pricing, excellent customer service and a no-fuss approach without requiring customers to bundle power, mobile or entertainment products to access competitive pricing. Like NOW, it remains proudly New Zealand owned and operated and has built its business around making broadband easy.
Ash Net is another broadband internet provider based in Auckland, NZ helping you stay connected to the world through our fast & dependable internet services.
Option 3: Take a look at Sky Broadband
Customers looking for the backing and scale of a larger brand may also want to consider Sky Broadband.
Sky has become increasingly competitive in recent years, offering strong value broadband plans and pricing that frequently competes well with the larger incumbent providers.
The retirement of NOW is another reminder of how much the New Zealand broadband market has changed over the past decade.
Independent providers continue to face rising customer acquisition costs, increasing competitive pressure and the advantages enjoyed by larger organisations able to bundle broadband alongside power, mobile and entertainment services.
While the NOW name may disappear, its legacy remains significant. The company demonstrated that customer service still matters and that a smaller New Zealand business could build a national reputation by simply looking after its customers better than anyone else.
For many customers and industry observers, that legacy will be remembered long after the NOW brand itself disappears.
