New Zealanders lost a gross total of $265 million to scammers in the 12 months leading to November 2025, according to data from the Ministry of Business, Innovation and Employment. Organised fraudsters are increasingly exploiting consumers during major life milestones, such as buying a home or navigating a job interview, when individuals are rushed, stressed, and handling unfamiliar tasks.
How Scammers Target Major Life Events
Criminal operations have evolved into highly organised businesses that understand consumer vulnerabilities during periods of transition. According to a global study by TrendLife, the consumer business unit of cybersecurity firm Trend Micro, nearly one in four Kiwis has either been scammed or knows someone close to them affected while making a major life decision. House purchases top the list at nearly 24%, followed closely by job interviews at 19%, moving homes at 17%, applying for government benefits at 17%, starting a new job at 17%, and handling a loved one’s estate at 16%.
Lynette Owens, head of consumer education and marketing at TrendLife, told 1News that fraudsters intentionally manufacture urgency around familiar institutions. Scammers frequently impersonate trusted organisations like BNZ, ANZ, and NZ Post, steering victims toward convincing lookalike websites designed to harvest login credentials, banking details, and two-factor authentication codes. Artificial intelligence tools have accelerated these threats by eliminating traditional spelling errors and design flaws that once exposed fake pages.
Did You Know?
The TrendLife research found that 40% of people navigating high-stakes life moments online are using AI tools for assistance, while 55% share sensitive personal information during the process.
Demographic Vulnerabilities and Security Gaps
While older demographics are frequently perceived as the primary targets for financial fraud, empirical data reveals shifting patterns across age groups. TrendLife found that Kiwis aged 35 to 44 experienced the highest rate of scams during major life events at 23%, surpassing the national average of 14%. Across all age brackets, consumers routinely overlook fundamental cybersecurity safeguards when sharing personal data under pressure.
Security habits vary sharply by age, according to the research data. Only 33% of 18- to 24-year-olds enable two-factor authentication, compared to an overall average of 47%. Meanwhile, those aged 25 to 34 are least likely to carefully check website URLs or verify organisation legitimacy. Among older cohorts, habits remain inconsistent; just 18% of Kiwis aged 55 to 64 update privacy settings on websites or email services, and only 27% actively monitor accounts for suspicious activity, compared to 37% overall. Furthermore, 30% of New Zealanders use no security software on computers, and 62% omit it from mobile phones entirely.
How to Protect Personal Information
Cybersecurity experts and consumer agencies recommend strict verification protocols to combat impersonation fraud. Lynette Owens advises treating any unexpected message demanding immediate payment, credential entry, or urgent action as inherently suspicious. Consumers should avoid clicking embedded message links and instead navigate directly to official applications, verified websites, or established contact numbers.
“Scammers want you to operate alone, without the second opinion or outside help that can foil their attempts,” Owens said. NetSafe similarly urges caution regarding unexpected calls from purported representatives of official organisations, recommending the routine use of strong passwords, password managers, and two-factor authentication.
Frequently Asked Questions
Which life events carry the highest scam risk in New Zealand?
Buying a house represents the most common scenario for exploitation, affecting nearly 24% of those targeted during major decisions, according to TrendLife data.
Which age group experiences the most scams during major life milestones?
Kiwis aged 35 to 44 report the highest incidence rate at 23%, exceeding the national average.
How can I verify if an urgent message from my bank or NZ Post is genuine?
Avoid clicking links in text messages or emails. Go directly to the official website or use a verified contact number to confirm the request.
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