GravityLab tops global B Corp ranking for tech support services
GravityLab, a New Zealand-based automation consultancy, has been ranked first globally in its B Corp category for technology-based support services and computer programming services.
The ranking was announced following GravityLab's 2025 B Corp recertification, which placed the company ahead of notable international technology firms in terms of social and environmental impact. The B Corp assessment evaluates companies on various factors, including governance, environmental responsibility, employee wellbeing, and supply chain ethics.
According to the 2025 B Corp results, GravityLab secured the top position in New Zealand, second in Australia, and first globally in its specific tech category. The B Corp framework is widely regarded as one of the most rigorous standards for measuring a business's environmental, social and ethical performance.
The achievement is part of a broader approach adopted by GravityLab that challenges the traditional business model, especially with regard to ownership and the purpose of business success. Founder and Chief Executive Daniel Howell has transferred 95 percent ownership of the company to a charitable trust, with profits directed towards anti-human trafficking initiatives in South-East Asia.
"Too many companies are still asking how they can 'justify' or afford doing good," Howell says. "We have flipped the question. What happens when you build a company where doing good is the reason it exists?"
GravityLab specialises in workflow automation for a range of clients, including logistics firms, law practices, government departments, and listed entities. The company stands apart from others in the sector by channelling the majority of its profits into charitable work aimed at combating child trafficking.
To date, GravityLab's charitable contributions have helped facilitate the rescue of over 500 children from trafficking. Over the last seven years, the business has provided funding of roughly USD $1 million in support of anti-trafficking measures across Thailand and Cambodia. Initially, GravityLab partnered with Child Rescue and Hagar New Zealand, but it has more recently opted to provide more direct support, now funding seven agents engaged in rescue operations and the prosecution of individuals orchestrating trafficking activities, as well as those complicit in these crimes.
These efforts are coordinated with the Ronnasit Foundation as a local partner. A recent operation contributed to the successful prosecution of a senior police officer convicted of child sex trafficking and handed a 325-year prison sentence.
Howell highlights the effectiveness of this approach:
"Our agents have never lost a case," explains Howell. "That's not just good for the mission - it also gives our team a reason to care deeply about doing excellent work every day."
Purpose and performance
Despite the decision to forgo most of its private shares, GravityLab maintains a stable commercial footing and continues to secure major projects across the Asia-Pacific, Europe, and North America. Howell refutes the notion that socially driven business priorities should come at the cost of commercial growth and success.
"People think giving away equity or prioritising social good means sacrificing growth. For us, it's the opposite. This model has made our team more productive, our culture stronger and our brand more trusted," he believes.
Recognition and values
The recent B Corp recertification marks a significant year for GravityLab. Interest in responsible automation, ethical supply chains and emissions reduction has grown globally, and GravityLab's client base now spans both public and private sectors prioritising ambitious ESG goals.
GravityLab is now among the highest-ranked B Corps in Australasia and has achieved the highest ranking for a technology-focused company in its category worldwide. Howell attributes this to the company's firm adherence to its values from its inception.
"We're not perfect - but we're proof that it's possible to do things differently and that doing good can scale."
