About Reefline
Built by operators, for operators.
Reefline was born out of frustration with the tools that were supposed to help run a dive operation — and didn't. So we built the system we wished we had.
The story
We started with a whiteboard, a pile of soggy manifests, and a gear shed full of equipment that nobody could track. The compliance load kept growing — Maritime NZ, WorkSafe, Adventure Activity regulations — but the tools available were either generic business software that didn't fit, or paper-based systems that fell apart in the rain.
The breaking point was a reg set that went out on a trip with an overdue service. Nobody knew because the service history lived in a spreadsheet that nobody updated. That's when we decided to build something purpose-built — a system designed around how dive operations actually work, not how software companies think they should.
Reefline was built in New Zealand, tested on real boats with real crews, and designed for the conditions we work in: patchy signal, wet hands, time pressure, and regulators who expect proper records. Every feature exists because an operator needed it — not because a product manager thought it would look good on a feature list.
We're a small team and we plan to stay that way. We build software for dive operators because we understand the problems. We don't need to be told what a fit-for-duty check is or why manifests need to work offline. We know because we've been there.
What we believe
Three principles that shape every decision we make about the product.
Safety-first
Every feature in Reefline exists because it makes operations safer. Incident reporting, compliance tracking, crew qualifications, gear servicing — safety isn't a module, it's the foundation.
Offline-first
Dive operations don't happen in offices with fibre connections. They happen on boats, at boat ramps, and in gear sheds with zero bars. Reefline works without signal and syncs when it can.
Dive-specific
Reefline isn't a generic business tool with a dive skin. It was designed around the workflows of commercial and charter dive operators — because NFC gear tracking and maritime manifests don't exist in off-the-shelf software.
Built in New Zealand. Built for New Zealand.
New Zealand's regulatory environment is unique. Maritime NZ, WorkSafe, and Adventure Activity regulations all apply to dive operations — sometimes all at once. Reefline was built around these requirements from day one.
Want to talk to someone who gets it?
We're operators first, software people second. Get in touch and we'll have a straight conversation about whether Reefline is right for your operation.