WOM Network, the Australian shopper advocacy business that has spent close to two decades helping leading brands earn consumer trust, has rebranded as Upriva.

Launching as “Australia’s Trust Engine”, Upriva said its change reflects the evolution of the business from shopper advocacy pioneer to “trust-led marketing partner”, helping brands turn genuine consumer experiences into credible proof that continues creating value beyond the initial campaign.

Upriva connects brands with more than 300,000 engaged shoppers across seven specialist communities, generating a combined monthly reach of 15 million across its community and social ecosystem. Those shoppers’ experiences become advocacy, reviews, ratings, user-generated content and insights that help strengthen discoverability, credibility and shape purchasing decisions.

The launch comes as product discovery becomes increasingly fragmented across retailer websites, social media, search, review platforms and AI-powered tools. 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.

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

said Nikki Hills, founder and CEO of Upriva.

“For more than 16 years, we have built genuine relationships with Australians who use products, share their experiences and help shape the choices of others. Upriva builds on that heritage and gives brands the trust infrastructure they need to earn confidence in today’s discovery landscape.”

Rather than treating reviews and consumer content as short-term campaign outputs, Upriva helps brands create long-term trust assets for their wider marketing ecosystem.

Across Mouths of Mums, Best Sips, Best Pet Buys, Beauty Truth, Making Home, Review by YOU and Best Health Buys, 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.”

Hills added.

Upriva’s model is underpinned by more than 16 years of advocacy programs across FMCG, retail, health and pharmaceutical, liquor, pets, consumer technology, automotive, hardware and home, beauty and parenting categories. Upriva has partnered with leading Australian and global brands to deliver product trial and advocacy programs that have generated more than 2.4 million authentic ratings and consumer responses.

Clients and partners include Metcash, Endeavour Group, Freudenberg Home Cleaning Solutions, Nestlé, Unilever, McPherson’s, Samsung, Goodman Fielder, Wella, Boehringer Ingelheim, Snack Brands Australia, Henkel, Bellamy’s Organic, Toyota, Peugeot and De’Longhi.