WOM Network has rebranded as Upriva, marking a shift from a focus on shopper advocacy to becoming a trust-led marketing partner.

Upriva connects brands with over 300,000 engaged shoppers through seven specialist communities, aiming to create long-term trust assets rather than short-term campaign outputs.

The company’s network generates a combined monthly reach of 15 million across its community and social ecosystem. Upriva's consumer engagement platforms include Mouths of Mums, Best Sips, Best Pet Buys, Beauty Truth, Making Home, Review by YOU, and Best Health Buys.

Nikki Hills, Founder and CEO of Upriva, stated,

"Trust has always shaped purchase decisions. What has changed is where people now look for it."

The rebrand comes as product discovery becomes increasingly fragmented across retailer websites, social media, search, review platforms and AI-powered tools, said Hills. As consumers encounter more automated and highly polished content, genuine human experience is becoming more valuable in helping people decide what to trust and buy.

Via Uprivas' efforts, real Australians trial products in real life and share their opinions, feedback, stories, photography and video. These assets can support retailer channels, social media, digital advertising, out-of-home, print, owned platforms and search-led discovery.

"This is not about creating another campaign that disappears when the media spend stops. Every campaign leaves behind a layer of authentic human proof. Over time, those assets compound to create a trust engine that continues influencing consumers across retail, search, social and AI long after the original campaign has finished; trust at scale is the outcome."

Upriva has partnered with a range of brands, including Metcash, Endeavour Group, Nestlé, Unilever, Samsung, and Toyota. The company has generated over 2.4 million authentic ratings and consumer responses to date.