Thryv says technology is reshaping the family-business legacy as Australian and New Zealand businesses find new ways to grow without increasing the workload carried by the family
On National Family Business Day, (19th September), Thryv Holdings, Inc. (NASDAQ: THRY), provider of Thryv®, an AI-powered growth platform for local service businesses, is encouraging family businesses across Australia and New Zealand, to consider what the next generation will inherit, including the systems, processes and workload behind the business.
Family businesses account for an estimated 70 per cent of businesses in Australia and 75 per cent in New Zealand, making them a significant part of both economies. Family Business Association research also found 55 per cent of respondents were actively investing in and adopting new technologies, pointing to a sector increasingly willing to modernise while protecting the relationships, reputation and knowledge that distinguish family enterprises.
Elise Balsillie, Head of Thryv Australia and New Zealand, said the challenge for family businesses was separating the traditions worth preserving, from the processes that could hold them back.
“Family businesses often have an advantage that cannot be built overnight, deep customer relationships, local knowledge and trust developed over years,” Elise said.
“However, the closeness that makes these businesses strong can also mean too much knowledge and too much day-to-day work sits with a small number of family members.
“As the business grows, the aim should be to protect what makes it personal while removing the repetitive work that follows people into their evenings, weekends and family time. A strong legacy is a business the family can continue to shape, rather than one that becomes increasingly difficult for them to carry.”
Family Business Association has also identified technology as an increasingly important part of family enterprise discussions about strategy, risk, growth and succession in 2026.
For Elise, that shift raises a bigger question for family businesses approaching their next stage of growth: what should remain dependent on the family and what should be built into the business itself?
Building growth around the business
In Tasmania, Island Scenic Flightsshows how technology can support growth without reducing administration pressure.
Founder and pilot Peter Steininger spent more than a decade building the business. Since starting with Thryv in July 2025, Island Scenic Flights has strengthened its online visibility, seen a large increase in new customers booking flights and expanded to two planes and four pilots.
Peter and his wife both use the Thryv website, with Peter saying it has meant less paperwork and more time in the air.
“Growth becomes harder when the systems supporting a business do not keep pace,” Elise said.
A family business expanding its reach
In New Zealand, family-owned Beaver Tree Service has operated for more than 50 years and is now expanding beyond Christchurch into the North Island.
Before using Thryv, marketing took around 20 hours each week. Beaver Tree Service says Thryv now handles around 80 per cent of that workload, while generating more leads through its website and social media.
“Beaver Tree Service shows how a family business can expand without the family absorbing every additional task that comes with growth,” Elise said.
Elise said the lesson for National Family Business Day was that technology and family-business values should not be viewed as opposing forces.
“The strongest technology gives a family business greater capacity to remain the kind of business customers value, responsive, knowledgeable and personal,” Elise said.
“Family business legacy is often discussed in terms of years, generations and succession. It should also include the quality of the business being handed forward.
“The next generation should inherit customer relationships, knowledge, reputation and opportunity. They should not have to inherit every manual process simply because that is how the business has always operated.”
National Family Business Day is held annually on 19 September to recognise the contribution familyowned businesses make across Australia and New Zealand. Family Business Association estimates family businesses employ 50 per cent of Australia’s workforce, while in New Zealand they account for around 75 per cent of employment and approximately 65 per cent of GDP.
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ABOUT THRYV
Thryv (Nasdaq: THRY) is the provider of an AI-powered growth platform that helps small businesses (SMBs) get discovered online, identify their best customer leads and grow revenue faster with ROI insights. Platform features include AI-powered websites, AI Lead Insights and integrations with the CRMs service businesses are already using. Thryv makes growth-focused software accessible to the plumber, salon owner, contractor, lawyer, accountant and more. Approximately 100,000 businesses globally use Thryv software to get found, win customers and invest smarter. For further information, visit www.thryv.com.au or www.thryv.co.nz.
For more information or interviews, Diane Falzon, [email protected], 0430 596 699
