Alana Nicholls, Founder & CEO of Pro Purpose® Alana Nicholls is the architect of a movement redefining generosity in business. At just 19, she and her husband Joshua launched Platinum Electricians, growing it into a $65 million Australian brand with over 100 staff, multiple awards, and more than $1 million invested in social impact. Now leading Pro Purpose®, Alana is spearheading The Generosity Revolution - a bold vision to unite 70,000 SMEs and generate $1 billion in impact by 2035. Relational, courageous, and visionary, she equips leaders to see generosity not as charity, but as a way of life that fuels sustainable growth and leaves a lasting legacy.