Zeald was formed in 2001 by three young guys from the small New Zealand town of Mangawhai Heads brother David and Brent Kelly and their cousin Hamish Bradick. Now, Zeald is the largest SME website design and digital transformation agency in New Zealand and has clients throughout both New Zealand and Australia.

Jarra established and leads Zeald’s commercial agency in Tauranga and was a key part of the team, together with co-founder David Kelly, that developed Zeald's social impact initiative, GEM (the Get Ecommerce Movement).

GEM is an ecommerce-driven digital transformation initiative aimed at helping SMEs get started on their digital journey and trading online, which they launched in NZ in March last year in response to Covid's impact on SME businesses.

The technology has since grown with a number of developments and partnerships established, as a result. Jarra is now spearheading the rollout of GEM in Fiji, and is part of the architecture team that developed the Digital Cluster Initiative, a partnership between Zeald and Bank of New Zealand (as members of the Digital Boost Alliance).