Tech Leaders to Know: Joel Foster

Joel Foster is the Chief Commercial Officer at Lumin. Originally from the North Shore of Auckland, Joel has spent over two decades in the software industry, co-founding and leading organisations that develop products and deliver solutions, particularly for government clients in both local and central corporate registry domains.

He is passionate about innovation, global growth, and helping New Zealand tech companies succeed on the world stage.

A Career Fueled by Curiosity

Joel’s journey into technology began in an unlikely place — while working in a bar. When the inventory management system kept crashing and no support was available, he decided to dig into the manual and teach himself how to program. That experience sparked a passion for technology and problem-solving that has stayed with him ever since.

A pivotal moment came when he was starting a family, which led him to return to university and pursue a degree in Computer Science and Information Systems. Following his studies, Joel joined Oracle as a graduate student, gaining valuable experience in enterprise software and client engagement.

After working at several organisations, he co-founded Foster Moore in 2008. Over the next 16 years, the company focused on building specialised registry platforms for governments around the world. What started as a team of just over 30 people grew to nearly 400, serving clients globally.

Leading and scaling a New Zealand tech company on the international stage has been one of the most rewarding experiences of his career — and it all started with a willingness to solve problems and a commitment to building something meaningful.

Lessons from a Tech Leader

One of the most important lessons Joel has learned as a tech leader in New Zealand is the value of reaching out for support. He highlights that New Zealand has a strong and collaborative tech network, where fellow founders are incredibly generous with their time, advice, and experience.

Organisations like NZTE and Callaghan Innovation played a critical role in helping Foster Moore scale and access international markets. He also found the investment community to be approachable and supportive.

“There is a powerful network here in New Zealand that’s willing to help you succeed.”

If Not Tech?

If Joel weren’t in tech, he believes he might have been a pilot or an architect — careers that combine problem-solving, precision, and a bit of structured creativity.

He also had dreams of becoming a professional rugby player. While the tech world turned out to be the better bet, he still enjoys the competitive spirit both worlds share.

Thoughts on Emerging Technology

Joel is excited by artificial intelligence but is especially interested in the rapid progress of digital trust technology. The shift from centralised to decentralised data access, empowered by standards like Verifiable Credentials, marks a critical turning point.

“These technologies give individuals more control over what data is shared, with whom, and when — proving crucial in an increasingly interconnected and AI-driven world.”

As AI tools evolve, so do the tools used by bad actors. That’s why building and maintaining trust in digital services is more important than ever. Creating systems where people can reliably verify identities, credentials, and interactions — without compromising their privacy — is foundational to safe innovation.

Innovation Grounded in Purpose

For Joel, innovation starts with a clear, believable vision — one that’s well understood by teams and deeply connected to business goals. When people understand why they’re doing the work, their efforts align with outcomes that matter.

He believes innovation should always be in service of something greater: solving real business problems, delivering positive user experiences, and driving value for the organisation.

When asked about overhyped trends, Joel points to blockchain. While it has legitimate use cases, he says it’s often treated as a one-size-fits-all solution, which it’s not.

“Blockchain isn’t necessary for the vast majority of software systems, and it certainly won’t replace traditional persistent storage or databases anytime soon.”

Fostering Innovation and Growth

At Lumin, Joel and the team focus on creating a culture where innovation thrives. Clear architectural principles are important, but flexibility is encouraged to support experimentation. Teams are given time to explore new technologies and regularly showcase what they’ve built.

When something shows real promise, they move fast. Product owners work closely with sales and marketing to roll it out, using A/B testing to ensure it delivers real value to customers.

Product-led growth is a key part of how the team stays close to user needs and prioritises features that truly delight.

Building Teams That Learn and Adapt

When it comes to great engineers, Joel looks for strong problem-solving skills, clear communication, and a constant curiosity to improve and innovate. These are also the qualities he values when hiring developers.

To support continuous learning, he fosters an environment that encourages exploration. People are given time to try new things, experiment, and learn. The team encourages smart risk-taking, views failures as learning opportunities, and celebrates success.

Reflections and Personal Insights

If Joel could give his younger self one piece of advice, it would be: “Trust your instincts and don’t be afraid of failure — just be ready to learn, adapt and pivot quickly.”

The one piece of technology he wishes existed? Transporter technology — the ability to instantly travel anywhere in the world. It would be a game-changer for productivity and global tourism.

Joel’s go-to productivity tools include Grammarly, Claude, and Gemini, which have significantly improved how he writes. On the development side, tools like Cursor, Windsurf, and Copilot help reduce coding time and support faster problem-solving.

Outside of work, Joel enjoys sports — from coaching touch rugby and paddling waka ama to skiing. He also loves watching his children and grandchildren play sports and spending time relaxing with his family.

Joel Foster, Chief Commercial Officer at Lumin