New research has revealed how many Kiwis are being exploited by criminals during major life moments, and who is least prepared.
Consumers know that scammers are everywhere. In the 12 months to November 2025, Kiwis lost a gross total of $265 million to scammers, according to the Ministry of Business, Innovation and Employment.
Criminals can target victims at any time, with big life moments - where new surroundings and situations can make things tricky to navigate - a high risk. Organised scammers are actively targeting people at those times when they are rushed and stressed.
A global study by TrendLife, the consumer business unit of cybersecurity firm Trend Micro, found that nearly one in four Kiwis has either been scammed or knows someone close to them who has been affected while making a major life decision, such as buying a house.
This was followed by 19% during a job interview, 17% when moving homes, 17% when applying for government benefits or income assistance, 17% when starting a new job, and 16% while dealing with a loved one's will or estate after they die.
It said New Zealand's scam market is increasingly dominated by impersonation scams, where fraudsters pose as trusted organisations. Their methods are also changing as AI makes it easier to trick those they exploit.
The research found that "often under pressure and with limited familiarity", many Kiwis are navigating these moments online – 40% using AI.
It found that 55% shared personal information as part of the process.
Lynette Owens, head of consumer education and marketing at TrendLife, told 1News that scam operations had become "highly organised businesses" that "understand their targets very well".
"They know that if they create a sense of urgency around a familiar institution and direct people to a convincing lookalike site, people will often act before stopping to verify the request," she said.
"Thanks to AI eliminating spelling errors and design flaws, it’s also getting harder to recognise that these websites are fake, as the tell-tale signs we previously learned about are becoming less reliable."
Owens said scammers often pose as organisations like BNZ, ANZ and NZ Post, directing their victims to "convincing" lookalike websites designed to steal their login credentials, card details, and two-factor authentication codes.
Who is most at risk of these scams?
Trendlife found that while older Kiwis were perceived as most at risk of fraud, those aged 35 to 44 had experienced the most scams while making major life decisions. It found 23% in this group had been scammed, above the national average of 14%.
It also found that Kiwis of all age groups were overlooking security steps when sharing personal information during these moments.
It found 33% of 18- to 24-year-olds enable two-factor authentication, compared to 47% overall.
Those aged 25 to 34 were least likely to check a website URL carefully or contact an organisation to verify legitimacy.
For older generations, cybersecurity habits were "inconsistent".
Among Kiwis aged 55-64, 18% enabled or updated privacy or security settings on websites or email services, making them the least likely to do so. They were also the least likely to monitor bank or online accounts for suspicious activity, with 27% doing so compared to 37% overall.
The study found 32% of those aged 45 to 54 were likely to use up-to-date security software, compared with 41% overall. This group was also the least likely to avoid public WiFi networks – 32% doing so, compared with 43% overall.
Broadly, 30% of New Zealanders did not use security or antivirus software on their computers, while 62% did not use it on their phones.
Staying safe from scams
To avoid being scammed, Owens said people should treat any unexpected message demanding immediate action, payment, or credential entry as suspicious. People should also avoid clicking links contained in these messages.
"Instead, go directly to the organisation’s official app, website or a verified contact number to confirm whether the request is genuine. If you’re still unsure, talk to someone," Owens said.
"Scammers want you to operate alone, without the second opinion or outside help that can foil their attempts. Taking a few extra moments to verify a request can often be the difference between avoiding a scam and becoming a victim."
NetSafe recommends being cautious of unexpected calls from people claiming to be from official organisations like banks or utility companies.
It also said people should be careful of what they put online and use strong passwords, two-factor authentication, and a password manager if possible.
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