James is the founder and investor of NZ300 Advisory.

In 2012, he established JZR Accountants with the vision of putting clients at the heart of the service. By leveraging emerging technologies, the firm was dedicated to providing value-focused professional services for SMEs rather than just tax compliance. He later brought on business partner Gordon from Big Four, expanded the team, and successfully grew the practice from 0–1–N. Today, the firm operates with a stable team, client base, and services, and James continues to work alongside Gordon.

Over time, many clients encouraged James to step beyond the traditional accounting model and devote more energy to SME consulting and business growth. In 2025, at a turning point when computing power, large models, data, and algorithms were advancing rapidly, James developed a bolder vision for the future.

Having lived in New Zealand for more than two decades, James feels grateful for all he has received and is determined to give back. A passionate movie fan, he has long been inspired by 300: Rise of an Empire. His vision is for New Zealanders to unite like Spartan warriors—supporting each other, creating social value, and setting an example for future generations so that New Zealand shines on the international stage. This is the origin of the company name, NZ300 Advisory.

Today, the firm focuses on consulting for New Zealand SMEs, while also partnering with local and global technology leaders to accelerate clients’ journey toward systemization and automation. James looks forward to engaging with more business owners, taking action together, and creating lasting value.