Nikki Hills

Nikki Hills is the Founder and CEO of Upriva, Australia’s Trust Engine, and has spent more than 16 years working at the intersection of people, brands and influence.

She founded the business on a simple belief: trust starts with people. What began as WOM Network has evolved into Upriva, an advocacy infrastructure company helping brands turn genuine product experiences into reviews, ratings, recommendations, user-generated content and behavioural insight at scale.

Today, Upriva connects brands with more than 300,000 engaged Australians across seven specialist communities, creating authentic human proof that helps brands be discovered, understood and chosen across retail, search, social, owned and paid channels, and increasingly AI-led discovery.

Nikki is passionate about the changing role of trust in consumer decision-making and how brands can build lasting trust assets beyond individual campaigns. She continues to lead Upriva’s evolution across advocacy, intelligence, content and innovation, helping brands create trust at the source and activate it wherever decisions are made.