iTraffic shows why it was named Supplier of the Year

Founded in 2003 with one truck and two staff, iTraffic has grown into the largest independent traffic management company in Aotearoa, now employing more than 350 people across the country. In 2025, they were named Amotai’s Supplier of the Year, recognising not just that growth, but the way they’ve used it to lift others.

“Our vision has always been to build a business that creates real opportunities for Māori and Pasifika people, not just jobs, but long-term careers,” says Director Glen Ruma.

That focus shows up in everything they do. People come into the business without licences or formal qualifications and are supported to build from there. Over time, they gain skills, step into new roles, and in some cases move into leadership.

Around 80 percent of iTraffic’s workforce identify as Māori and Pasifika and many have come through non-traditional pathways.

“We start by creating a space where people feel comfortable, where they can set goals, and build from there,” says Glen.

That approach extends beyond the business itself.

Since joining Amotai in 2019, iTraffic has built relationships across a wide network of buyers and suppliers, working with more than 40 Amotai buyers, including major contractors, councils and government agencies.

Success for iTraffic is seeing their people grow from getting their licence, to running a site, to leading a regional team.

As the business has grown, it has looked for ways to bring others with it. In the financial years leading into the awards, more than $2 million in spend was directed toward Amotai suppliers across services including civil works, labour, vehicle branding and commercial cleaning services.

“It’s about growing the ecosystem, not just ourselves.”

That includes joint ventures with other Amotai suppliers, such as working alongside Te Aratika Civil on major infrastructure projects, and collaborating with Height on tenders that led to roles on Watercare and KiwiRail panels.

Other support happens more informally.

“We don’t have a formal tuakana-teina programme going, but the mentoring happens naturally,” says Glen. “It might be a kōrero after an Amotai event, a phone call about a tender, or just checking in on how someone’s going.”

There are also more practical ways that support has been offered.

“In the past we’ve created space for other suppliers to use, whether that’s office space, storage or shared yards, just to help them get a base and grow from there.”

In one case, that extended into supporting the development of a Pasifika-owned technology platform.

Alongside this, iTraffic has built a reputation for reliability and large-scale delivery, consistently ranking as Auckland Transport’s top traffic management provider for five years in a row.

“We’re not just here to make money. We’re here to make a difference for our whānau, our communities and each other.”

That position is supported by a deliberate choice to remain independent.

“We’ve stayed staunchly independent so we can make the right calls for our people,” says Glen.

That independence allows the business to prioritise long-term outcomes, invest in training, and bring other suppliers into the work.

The past few years have not been easy across the sector, and iTraffic has felt that too. Work in Auckland has slowed whilst other regions including the recently established Wellington branch, are growing steadily.    

“We don’t usually apply for awards or seek accolades, we just get on with the work in front of us,” says Glen.

In that context, the recognition was well received. For a crew that doesn’t tend to put itself forward, it was a chance to step back and celebrate what they’re doing well.

ENDS