Heartland is based in Hamilton, New Zealand, and was established in 2002, by a group of associated individuals who identified a gap in the market for private equity investment opportunities for non-institutional investors.  

Initially, investors in Heartland consisted of associates of the company’s founding shareholders/directors.  Due to the successful operation the investor register has been opened up to other qualifying investors under the Financial Markets Conduct Act 2013 and as a consequence the number of investors has grown significantly.