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What the Ruc?

Enter your license plate to see how much you'll pay in Road User Charges per year.

Wellington, NZKodeword LimitedFounded 2024
What the Ruc? logo
Website
2024
Launched ahead of April 1 EV RUC start date
3
Vehicle types supported: EV, PHEV, Diesel
600K+
Global downloads of parent Roadtrip app
$0
Free to use, no registration required
0
Personal data stored (privacy-first design)

Overview

What the Ruc? is a free web-based RUC calculator built by Kodeword Limited, the Wellington-based company behind the popular Roadtrip fuel cost calculator app. The tool was created in early 2024 in response to the New Zealand Government's decision to begin charging Road User Charges on electric vehicles and plug-in hybrids from April 1, 2024, ending a 15-year exemption. The calculator works by accepting a vehicle's license plate number and average annual driving distance. It queries the NZTA database in real time to retrieve the vehicle's fuel type, then calculates the estimated annual RUC cost using current rates: $76 per 1,000km for EVs and diesel vehicles, $38 per 1,000km for PHEVs. The tool also estimates annual electricity costs for EV owners at $0.35/kWh. What the Ruc? is designed with privacy in mind -- it looks up licence plates with NZTA but never stores any personal data. The tool also supports placeholder plates like 'LOLGAS' for prospective EV buyers who want to estimate costs before purchasing.

Products & Services

What the Ruc? Calculator

Free web tool that estimates annual RUC costs. Users enter their license plate and annual km; the tool queries NZTA to identify vehicle fuel type and calculates yearly charges at current rates ($76/1000km for EV/diesel, $38/1000km for PHEV). Also estimates annual electricity costs for EV owners.

Roadtrip App

Fuel cost calculator app that shows the cost to drive from A to B using your exact car model. Enter start point, destination, and licence plate. Features include fuel cost calculation, route cost comparison, bill splitting with friends, carbon emissions display, and cheapest fuel station finder along your route. Available on iOS, Android, and web.

History

21
2021

Kodeword Limited launched the Roadtrip fuel cost calculator app, co-founded by Emory Fierlinger and Ben Robertson in Wellington. The app reached #1 on the NZ App Store.

23
2023

Roadtrip app surpassed 200,000 downloads. Expanded into UK and Australian markets.

24
2024

Launched What the Ruc? (whattheruc.com) ahead of the April 1 introduction of RUC for EVs and PHEVs. Updated the Roadtrip app to reflect new RUC prices for EV owners. Featured in NZ Herald as one of two apps to help EV owners understand RUCs.

Leadership

Emory Fierlinger

Co-Founder

Designer and developer. Son of Xero and Upstock co-founder Philip Fierlinger. Created both the Roadtrip app and What the Ruc? calculator.

Ben Robertson

Co-Founder & Developer

Co-founded Roadtrip with Emory Fierlinger. Handles app development and data privacy.

RUC Involvement

What the Ruc? was purpose-built to help New Zealand EV and PHEV owners understand their new Road User Charges obligation following the April 2024 policy change. The tool provides a simple, privacy-respecting way to estimate annual RUC costs using real-time NZTA vehicle data. The parent Roadtrip app was also updated to incorporate RUC costs into its trip planning calculations for electric vehicles.

Market Position

  • Free, privacy-first RUC calculator with real-time NZTA plate lookup
  • Built by the team behind the popular Roadtrip fuel cost app (600K+ global downloads, 200K+ in NZ)
  • Supports EVs, PHEVs, and diesel vehicles
  • Featured in NZ Herald coverage of EV RUC tools

Policy Positions

  • Created to make vehicle ownership costs transparent and straightforward for all drivers
  • Advocates for consumer accessibility to RUC information ahead of policy changes

Notable Events

No notable events found for this organization.

Company Information

KODEWORD LIMITED

Registered
Company Number

9158064

NZBN

9429051978754

Entity Type

NZ Limited Company

Incorporated

27 Mar 2024

Registered Office

17 Hadfield Terrace, Kelburn, Wellington, 6012, New Zealand

Industry

M700050 - Development of customised computer software nec

Directors (2)

Ben Hunter Andrew Robertson

Wellington, New Zealand

27 Mar 2024

Emory Zane Fierlinger

Havelock North, New Zealand

11 Apr 2024

Shareholders (2)

1,000 total shares

Ben Hunter Andrew Robertson

500 shares · Wellington, New Zealand

50.00%

Emory Zane Fierlinger

500 shares · Havelock North, New Zealand

50.00%

Source: NZ Companies Office · Last checked February 2026

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Profile compiled from public sources. Last updated February 2026. Back to Market Map →