About AloraIris
Trade advice that works in the real world
International trade is rarely just a compliance question. A decision about where to source a product can affect customs duty, GST, origin, licensing, sanctions exposure, supply-chain costs and the data flowing through a company’s systems. Getting the rule right is important. But knowing what to do with it is what makes the advice valuable.
Founder
Tina Robb
15+ years in trade and indirect tax advisory
Former Director, EY
Worked in New Zealand, Hong Kong, greater China, now Sydney
Bachelor of Commerce, University of Auckland
English, Mandarin, Cantonese
Tina Robb is an international trade and business advisory executive with more than 15 years of experience helping organisations navigate complex regulatory, commercial and operational challenges across Asia Pacific, Europe and North America. Having worked across New Zealand, Hong Kong and Greater China, and now based in Sydney, she brings both a global perspective and a practical understanding of the commercial and cultural realities of cross-border business.
As a Director at EY, Tina advised multinational organisations across international trade, indirect tax, customs, export controls and supply chain matters. Her work spanned market entry and expansion, cross-border transactions, trade compliance, customs valuation, tariff classification, export controls, sanctions and regulatory engagement. She worked with businesses to identify risk, assess opportunities and develop practical strategies for international growth.
A significant part of her work has been at the intersection of regulation, business and technology. She has designed enterprise-wide trade compliance frameworks, governance and controls, reshaped cross-border operating models and led multi-country transformation programmes. Working with senior business, finance, tax, technology and operations stakeholders, she has helped turn complex regulatory requirements into processes, controls and systems that businesses can actually operate.
Tina has also supported organisations from China as they expand into Southeast Asia, Europe and North America, considering customs and tax regimes, incentives, Free Trade Agreement opportunities and supply chain implications as part of broader market and expansion decisions. Her experience includes working directly with regulators, including China Customs, to resolve complex issues and achieve commercially sensible outcomes.
Her approach is straightforward: understand the business, clarify the problem, and find a solution that works in practice. Good advice should not stop at explaining what the rules say. It should help a business understand what those rules mean for its decisions, processes, data and systems - and what it should do next.This philosophy is also shaping the way Tina is building AloraIris. She believes artificial intelligence and technology can fundamentally change how advisory work is delivered: reducing repetitive analysis, improving the use of data and making high-quality expertise more accessible. AloraIris is being built around that idea - combining experienced judgement with intelligent technology to turn complexity into practical outcomes.
The name
The meaning behind AloraIris
AloraIris is more than a name.
Alora represents my dream, while Iris, meaning rainbow, represents possibility, connection and the idea of seeing beyond what is immediately in front of us.
Together, AloraIris represents a dream of possibility - of looking beyond complexity and finding a clearer way forward.
The name reflects a belief that sits at the heart of our work: complex problems do not always require complicated solutions. With the right expertise, perspective and tools, there is often a clearer path.
It is also inspired by the belief that every meaningful idea starts with someone willing to imagine something different:
“Every great dream begins with a dreamer. Always remember, you have within you the strength, the patience, and the passion to reach for the stars, to change the world.”
Harriet Tubman
For AloraIris, that dream is to help businesses approach complexity differently - bringing together expertise, strategy, data and technology to create practical solutions and new possibilities.
The firm
Why AloraIris exists
Trade compliance should not have to be complicated, slow or expensive.
Businesses need access to experienced advice when they need it, without unnecessary layers or processes. They also need advice that goes beyond explaining regulations.
At AloraIris, we ask three questions:
What is the requirement?
What does it mean for the business?
What is the most practical way to manage it?
Our advice covers areas including customs classification, valuation, origin, export controls and sanctions, together with the processes, data and operating models that support them.
We believe the best solution is not always the biggest one.
A business may not need a major technology implementation or a complex transformation programme to improve its trade compliance. Sometimes the answer is better use of existing systems, a focused process change, targeted automation or stronger data controls.
AloraIris was created to provide that kind of advice: senior expertise, delivered directly, tailored to the business and focused on solutions that can actually be implemented.
How we work
The AloraIris approach
Our approach is guided by four ideas.
01
Clarity through intelligence
Clarifying complexity
International trade, regulation and technology can be complex. Our role is to bring clarity.
We combine technical expertise, data and intelligent tools to help businesses understand what matters, identify the real issues and make better decisions.
Clarity through intelligence.
02
Bridging strategy and artificial intelligence
Bridge & integration
Technology should support business strategy, not sit separately from it.
We help bridge the gap between regulatory requirements, business strategy, data and technology. By combining human expertise with artificial intelligence and digital tools, we look for smarter and more efficient ways to solve problems.
Bridging strategy and artificial intelligence.
03
Focusing the future of enterprise
Vision & strategy
Businesses make decisions today that shape how they operate tomorrow.
Whether improving trade processes, strengthening compliance, introducing new technology or responding to regulatory change, we help businesses look beyond the immediate issue and consider the bigger picture.
Our focus is not simply on solving today’s problem, but on helping businesses build capabilities for what comes next.
Focusing the future of enterprise.
04
Transforming data into strategic vision
Outcome-driven
Data is everywhere. Insight is harder to find.
Trade and business data can reveal risks, inefficiencies, opportunities and patterns that are not immediately visible. We help businesses turn data into information that supports better decisions and meaningful action.
The objective is not analysis for its own sake. It is to turn insight into outcomes.
Transforming data into strategic vision.