Localsville Launches to Boost Local Connections and Businesses in New Zealand

"While the initial focus is on Auckland, Localsville is built to scale across New Zealand — and potentially beyond." [Unsplash image]

The St Heliers–based founder says the platform is a culmination of years of development, evolving from her earlier ventures into social networking, through to a broader vision of building stronger local economies and communities.

From Dating to Community Connection

Before Covid-19, MacCulloch was working on “5050 Dating,” a niche dating platform with a simple principle — each person pays their own way. The idea aimed to remove any sense of obligation and foster respectful, equal connections. But building a social networking site from scratch proved challenging, and when pandemic restrictions hit, and people had to stay within their bubbles, the dating concept became unworkable.

“I realised that meeting new people didn’t have to be about romance,” MacCulloch says. “It could simply be about finding others with shared interests, and doing so in a way that’s casual, safe, and supportive of local venues.”

That thinking led to “5050 Café Friends,” which let users send invitations to meet at cafés listed on Google Maps or on the website. Over time, the idea expanded from one-on-one coffee catch-ups to group gatherings, creating safer and more relaxed environments for meeting people.

The Birth of Localsville

With cafés and local businesses struggling in the post-Covid economy, MacCulloch saw an opportunity to connect social networking with local economic support. Localsville was born — an online service and social hub where individuals can join as “Community” members, connect with others nearby, and receive invitations from local businesses and organisations.

A key feature is the 5050 Protocol — every member agrees to remain financially independent when meeting others. For Supporter-level members, Localsville offers 5050 Verification, where users can upload a short vlog to verify their identity visually.

“Paying your own way when meeting new people means you’re obligated to no one,” says MacCulloch. “It’s a simple safety measure that also keeps things friendly and equal.”

How It Works

Local businesses and organisations can join Localsville by listing their details on the platform and enabling Stripe payments. They receive a unique Support QR code that can be displayed in-store, shared online, or printed for events.

Community members can scan a business’s QR code to show support. If they choose to upgrade to a $22.50 monthly Supporter subscription, half of that fee goes directly to the business or organisation they support, minus a small payment for processing fees.

Businesses can then track their supporters group and invite them to promotions or events, and offer “Deals of the Day” as extra incentives.

Beyond Commerce: Strengthening Local Life

Localsville’s benefits aren’t just economic. The platform encourages face-to-face connections through group invites, community events, and promotions that bring people together in real-world spaces.

“It’s about fostering a sense of belonging,” says MacCulloch. “Buying local doesn’t just keep money in the community — it creates jobs, supports families, and reduces environmental impact by cutting down on travel.”

The platform can also be used by non-profits and faith-based organisations. Churches, for example, can use Localsville to invite people to events, share deals or giveaways, and receive ongoing support from members who upgrade to Supporter status.

A Win-Win for Everyone

The concept means that community members get more value from their local area — access to events, deals, and a stronger social network — while businesses receive measurable, ongoing support.

“For businesses, it’s like having a built-in local marketing tool that not only finds customers but keeps them coming back,” MacCulloch explains. “For people, it’s about knowing you’re supporting your community in a tangible way.”

She believes the timing is right, with a growing appetite for localism in the wake of global disruptions. “Covid showed us how important it is to have strong community ties. Localsville is about making those ties easier to form and maintain.”

Looking Ahead

While the initial focus is on Auckland, Localsville is built to scale across New Zealand — and potentially beyond. 

MacCulloch’s vision is to see Localsville become a go-to platform for both community members and local enterprises, replacing the transactional feel of traditional marketing with something more relational.

“Business works best when people feel connected — not just to a product or service, but to the people behind it,” she says. “Localsville is here to make those connections happen, one coffee, one event, one QR code at a time.”