About Orchestra

The beginnings and the team behind it all



Orchestra is the result of New Zealand’s leading private equity investment marketplace, Snowball Effect, partnering with two veterans from the New Zealand tech startup scene, to answer some problems that plague thousands of companies and investors every year.

After initially existing as a share registry solution as part of Snowball Effect, Orchestra has flourished into a platform in its own right. Orchestra provides equity management software for growth companies and for businesses with many stakeholders, enabling them to build better stakeholder relationships. We service companies big and small; from those with complex shareholding requirements, to those just starting out with a few shareholders.

Our motivation

Orchestra is on a mission to better connect companies with their investors and employees. Investors who are more engaged with their portfolios and receive frequent communications typically invest more, and employees who are more engaged stay for longer and increase productivity, profitability, and business longevity.

We believe that investing in private companies can only be a good thing for local economies, and we want to make more investors confident to take the plunge, while increasing employee engagement will benefit local companies who have to compete for talent in a global marketplace.

Through our Snowball Effect capital raising experience, we have seen first-hand the pain and frustration companies go through when historical data is incomplete or missing – from unfinished cap tables and ESOP schemes – to missing critical legal documents. Orchestra ensures that all this data is accessible and effortless to keep updated, giving companies the peace of mind that everything is accurate and compliant.

Our team

Our passionate team has years of experience in creating and running successful businesses. More than that, they enjoy seeing other businesses thrive too. We want to hear your story, so please don’t hesitate to get in touch.

Core Orchestra team

Luke Smith


Luke has many years of experience working in corporate strategy & commercial operations roles with the likes of Xero and Westpac. His aim at work is to combine clarity of direction and strong execution, as a way of serving the people within the company, customers and society more broadly. In his downtime, Luke is likely enjoying the simple things in life: family, friends, a beach getaway, running with a good podcast, watching cricket or playing tennis.

Renee Jameson

Chief Marketing Officer

Renee has over 15 years of experience working with large and small global technology companies planning and executing growth strategies to help companies scale. Outside of work, you’ll find Renee hanging with her young family, taking road trips around the country and dipping in the ocean year-round. .

Ben Tan

Head of Product

Ben has a degree in Mechatronics Engineering and started his career working in automated production lines before joining Snowball Effect early on to manage the design, build, and expansion of the platform. Ben also spent some time in Christchurch running the Vodafone xone programme, working to help find alignment between startups and corporates. During his downtime, Ben has a passion for building odd contraptions and has a love and appreciation for art.

Alison Perkins

Founder & Client Success Director

Alison has the amazing ability to streamline and add order to any operational process. She has worked for a number of growing companies including Neighbourly.co.nz on sales operations and digital product delivery. Alison has a love for the underwater world and can often be found cave diving and doing underwater photography.

In Young Cho

Senior Platform Engineer

In Young is a Platform Engineer with 15+ years experience. In Young has worked closely with Casey and Oliver to develop Neighbourly.co.nz. She enjoys implementing robust solutions and troubleshooting. Outside of work, In Young loves sunbathing on the beach and has a huge love for dogs.

Keegan Vivian-Greer

National Sales Manager

Coming to Orchestra from a background of sales and business management in the Tourism industry, Keegan has international exposure in multiple fields. Driven by customer satisfaction, he is dedicated to providing the best solutions for individual company needs. In his spare time, Keegan can be found mountaineering in winter, and surfing in summer.

Bradley Wong

Senior Engineer

Bradley has worked for a number of local companies as a back-end tech lead and full stack developer. He chose development as a career, because he loves seeing dreams manifest into reality. Outside of work, he likes to spend time with his two dogs out at parks, and get together with friends with board games and video games.

Madeline Seaman

Customer Success Specialist

Madeline's professional background could not be further from SaaS, having degrees and experience working in Marine Biology and the Environment. However a passion for systems thinking, optimising processes and developing exceptional client relationships has led her to Orchestra. In her downtime Madeline is either on the ocean (boating), under it (diving) or tending to her giant urban veggie garden.

Orchestra Board

Simeon Burnett


Simeon is one of the co-founders of Snowball Effect and is passionate about building businesses and developing a more efficient capital market. Before founding Snowball Effect, Simeon spent nine years at Fonterra working across M&A, commodity portfolio management, and international business. Simeon loves getting to the beach, exercising, and enjoying a good wine or quality craft beer with his wife.

Shane Bradley


As an internet entrepreneur, Shane has founded and successfully exited multiple startups, including GrabOne (New Zealand’s leading group-buying site), Pet.co.nz, and Neighbourly.