Chris Crutchley

Chris is the person brands call when their logistics costs don’t make sense – and he has the financial and operational background to find out exactly why.

With a career that started in debt structuring and acquisition finance at ANZ and HSBC, Chris brings a rare lens to logistics: he doesn’t just look at how goods move, he looks at whether the numbers behind that movement actually work.

At Wayfindr, he designs end-to-end supply chain programs that are carbon-neutral, globally scalable, and built around the reality that most brands are overpaying for underperforming logistics. He’s the co-founder who will sit down with your shipping invoices, your carrier mix, and your fulfillment setup – and tell you exactly where you’re leaking money and how to fix it.

A New Zealander at heart, Chris splits his time between his native NZ and Hong Kong, where he’s spent two decades building networks across Asia Pacific. His background in corporate finance (CPA Australia, University of Otago) means he approaches every supply chain like a balance sheet: every inefficiency is a cost, and every optimisation is an opportunity.

Off the clock, Chris is most likely watching rugby – or relitigating a decades-old rivalry with co-founder Nick Bartlett, whose high school had the audacity to compete against Chris’s on the rugby field. This debate has been running longer than most of Wayfindr’s carrier contracts, and neither side shows any sign of settling it.