The invention of the Wellington company is its Website Accelerator, which has found favour amongst the global ICT community.

Robinson started a software as a service (SaaS) company back in 2007, but it soon became apparent that the further away the user the longer their web sites took to connect -- mainly because of New Zealand's broadband limitations. New York, for example, was taking 30 seconds.

The company began working to improve the time lag and got it down to four seconds.

"It soon became apparent that our side invention to speed up the site was, in fact, a better commercial offering," he says.

Capital was raised and Aptimize was launched late in 2008. NZ Trade and Enterprise and Tech NZ have contributed funding.