The company was founded in 2007 by Cees Verkerk and Pauline van der Weijden. Pauline van der Weijden has worked as an internet developer for the main publisher of magazines (Sanoma Uitgevers) in the Netherlands for 5 years, before emigrating from the Netherlands to Waihi, New Zealand. Cees Verkerk has worked in a variety of marketing roles in the Netherlands.