12 February 2026
Tend has appointed Alexander Fala as Chief Financial Officer, strengthening the executive team as the company enters its next phase of growth.
Alex has spent his career helping Kiwi companies reach world-class performance. He began his career at McKinsey & Company before moving into senior executive roles across a number of high-growth New Zealand companies. These include leading finance at Trade Me and Vend, and later serving as chief executive of Vend and Syft Technologies.
Alex joins Tend at a time of strong momentum as the business continues to scale its integrated, digital-first model of primary healthcare across Aotearoa.
In addition to leading Tend’s financial strategy, Alex will lead Tend’s acquisition programme. He will work alongside Tend’s iwi partners and the broader medical sector to support practices across Aotearoa to build strong, values-aligned relationships with Tend, supporting sustainable growth and continuity of care for patients and whānau.
James Robinson, Co-CEO of Tend, said Alex’s appointment reflects the calibre of leadership required to build a long-term healthcare business in New Zealand.
“Alex brings deep financial discipline, experience scaling complex businesses and values that strongly align with Tend. As we continue delivering the best healthcare experiences and building a 100-year Kiwi-owned healthcare business, his experience will support our next phase of growth.”
Alex said the opportunity to join Tend was driven by both purpose and people.
“Addressing the challenges in our healthcare system is one of our greatest national priorities. I’ve followed the Tend story and seen first-hand as a patient the impact that Tend has already had, but it’s also clear this is just the beginning. This is exactly the sort of opportunity I was searching for – transforming an industry that really matters with an exceptional team of good humans. I’m excited to roll up my sleeves alongside the team and make a contribution.”
Alex is a proud Kiwi with Samoan heritage. He is married to his high school sweetheart and has three children. He completed his undergraduate studies at the University of Auckland before studying at the University of Oxford as a Rhodes Scholar.
Alex will take up the role of Chief Financial Officer in mid February and will be based in Auckland.