Police say they are using a range of resources in the hope of finding missing man Sam Newton-Jones.
Search efforts are focusing on the area around Piha beach in West Auckland after the PhD student's car was found at a nearby walking track.
The 33-year-old was last seen at his workplace in the suburb of Henderson on Tuesday.
Police say his car was later found at the Mercer Bay Loop car park near Piha but there was no sign of Newton-Jones.
In a statement, Newton-Jones' family said he was a much-loved son, husband and father-of-two, and his disappearance was "deeply concerning".
It said he was "warm, empathetic and incredibly generous".
"He plays a significant role in the lives of his family and friends. They are deeply concerned that he is missing."
Newton-Jones had been an engineer, but decided in his mid-20s to re-train as a psychologist.
"He is currently in the final stages of completing his PhD. He has a passion for working with children and young adults and helping them to navigate adversity.
"Like many New Zealanders, Sam has experienced his own mental health challenges. However, he recently described himself as feeling optimistic about the year ahead."
The family said his disappearance is highly out of character.
"Sam's family urge members of the public to contact police with any sightings, observations or information that may help to locate him. Sam's car was last seen at Mercer Bay, so Piha locals in particular are asked to stay aware of Sam. The family appreciate prayers and support at this difficult time."
Anyone who had seen Newton-Jones or had information on his whereabouts should call 105 and reference 261020/5431.
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