What Pro Purpose does

Pro Purpose is a privately held Australian non-profit organization headquartered in Rouse Hill, NSW, that operates a tiered partnership platform connecting small and medium enterprises to a curated set of vetted charity partners for structured, trackable corporate giving. The platform is built around a three-step Pro Purpose Framework: businesses build a Purpose Pledge via a calculator supporting percentage, fixed, or unit-based commitments; they then track and share impact through a customized Impact Tracker landing page and marketing/HR templates in the Purpose Portal; and finally they participate in a community movement of like-minded SME leaders, amplified through annual conferences, a 'Who's Your One?' referral program, and recurring Channel 9 Helping Hands TV features.

The underlying technology is a lightweight digital platform — the Purpose Pledge Calculator, Impact Tracker, and Purpose Portal — supported by HubSpot for marketing automation and lead capture, and Stripe Checkout for donation processing. Charity partners include World Vision, Mission Australia, Strong Women Talking, Opportunity International Australia, School for Life, and Love Mercy, spanning international development (Uganda water wells, Indonesia microfinance, Zambia child sponsorship) and Australian domestic causes (homelessness, First Nations programs).

The business model is freemium with three tiers: Purpose Starter (free), Purpose Builder at A$89/month + GST (with 20% discount on annual billing), and Purpose Champion (variable tax-deductible donation covering operating costs so that 100% of project donations pass through to charity partners). With only five employees and no disclosed revenue or institutional funding, Pro Purpose operates at a small scale against a stated 2035 ambition of 70,000 participating businesses and A$1 billion in cumulative impact.

Name

Pro Purpose

Legal name

Pro Purpose

Website

https://propurpose.org

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Pro Purpose is an Australian non-profit platform that helps small and medium enterprises embed structured, trackable charitable giving into their operations through vetted charity partnerships, a tiered subscription model, and a community movement.

Ownership category

akta.pro rank

Product category

Corporate Giving Services

NAICS

Grantmaking Foundations (813211), Grantmaking and Giving Services (81321)

akta.pro primary industry

Public Charities & Grantmaking Intermediaries (BPAGAKAE)

akta.pro secondary industry

Grantmaking & Philanthropic Funds (Institutional Donors) (BPADAOAB)

Keywords

• Corporate giving platform
• Impact tracking software
• SME philanthropy services
• Charitable partnership program
• Social impact measurement

Headquarters

HQ city

Rouse Hill

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Partner Subscriptions (Purpose Builder): Monthly or annual subscription fees from Purpose Builder tier partners ($89/month + GST). Annual lump sum payments save 20%. This is a recurring revenue stream.
2. Purpose Champion Donations: Variable donations from Purpose Champions who invest in the growth of the movement. These are discretionary contributions to cover operating costs and are tax-deductible.
3. Project Donations (Pass-through): 100% of Purpose Pledge donations go directly to impact projects. Partner donations cover operating costs so all project donations reach the cause.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Pro Purpose is an Australian nonprofit movement that enables small and medium businesses to build structured charitable giving commitments (Purpose Pledges) with vetted charity partners. It provides a tiered partnership program (Purpose Starter free, Purpose Builder $89/month, Purpose Champion donation) supported by proprietary digital tools — the Purpose Pledge Calculator for strategic giving planning, the Impact Tracker for real-time outcome measurement, and the Purpose Portal for marketing and HR template integration. Pass-through donations go 100% to vetted charity projects across nine impact categories, with operating costs covered separately by Purpose Champion contributions.

Product overview

Pro Purpose is a purpose-driven business movement platform rather than a traditional software product. It operates on a tiered partnership model: Purpose Starter (free) provides basic access to vetted charity partners and the ability to build a Purpose Pledge; Purpose Builder ($89/month) adds an Impact Tracker with customized landing pages and the Purpose Portal with marketing/HR templates. The core offering centers on the Purpose Pledge Calculator—a strategic giving planning tool that helps businesses calculate percentage-based, fixed, or unit-based charitable commitments. The Impact Tracker displays real-time giving results, while the Purpose Portal provides communication templates. Purpose Champion is an optional add-on donation layer that covers operational costs. The Pro Purpose Framework connects businesses with vetted charity partners across nine impact categories spanning Australian domestic issues (homelessness, First Nations programs) and international development (water wells, child sponsorship, education, microfinance, land regeneration).

Differentiator

Problem solved

Functional benefit

Products and services

• Purpose Pledge A personalized charitable giving commitment that businesses make, aligned with vetted charity partners and embedded into business operations. Businesses receive automated giving infrastructure, trackable results via the Impact Tracker, and access to the community of like-hearted Australian SME leaders. Minimum pledge of $1,200/year or $100/month applies to businesses with under $1M turnover.
• Purpose Pledge Calculator A strategic giving calculator that helps businesses build a sustainable pledge aligned with their operations. Supports percentage-based, fixed amount, and unit-based pledge calculations across the nine impact project categories. Accessible as a standalone tool on the Pro Purpose website.

Quantifiable outcome

• Purpose-driven companies grow three times faster than competitors
• +5 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• World VisioncoreStrategic or Co-development PartnerPro Purpose partners with World Vision for multiple projects including water well restoration in Uganda, child sponsorship in Sri Lanka, Zambia, and Uganda, and the Regreen land regeneration project. World Vision provides on-the-ground implementation, community-centered approach, and excellent reporting practices with 85-93% of funds going directly to programs.
• Strong Women TalkingcoreStrategic or Co-development PartnerPro Purpose partners with Strong Women Talking for First Nations Women's Domestic Violence Healing Workshops. This First Nations organization provides culturally appropriate healing journeys for women who have experienced domestic violence, with Aunties and Elders providing wisdom, guidance, and support.
• Mission AustraliacoreStrategic or Co-development PartnerPro Purpose partners with Mission Australia for the Safe Housing project supporting Australian families experiencing homelessness. Mission Australia provides accommodation, wrap-around services, and support for families to break the cycle of homelessness.
• Opportunity International AustraliacoreStrategic or Co-development PartnerCharity partner for the Start Up Loans project providing microfinance to disadvantaged families in Asia to start their own businesses as a pathway out of poverty.
• School for LifecoreStrategic or Co-development PartnerCharity partner supporting child sponsorship and education initiatives.
• Love MercycoreStrategic or Co-development PartnerCharity partner for various impact projects.

Scale indicators14 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Thankyou: Australian social enterprise selling consumer products to fund global development projects. Operates in the same Australian purpose-driven consumer/business space and channels giving through vetted charity partners, though it is product-led rather than SaaS.
• Good2Give: An Australian workplace-giving infrastructure provider enabling payroll donations and matched giving for employers. Comparable as a structured corporate-giving intermediary in Australia, though primarily enterprise-focused.
• Benevity: A leading enterprise CSR and workplace-giving platform serving large employers. Comparable in facilitating structured corporate giving and impact reporting, but focused on enterprise rather than SME customers.
• Charities Aid Foundation (CAF): A global charity providing workplace giving, grantmaking, and donor-advised fund services to individuals and corporations. Comparable as a grantmaking intermediary, though operating at much larger scale and primarily serving enterprise clients.

Direct peers

• B1G1 (Buy 1 Give 1): A global SME-giving membership platform that helps businesses embed small, meaningful giving into everyday business activities. Closely comparable to Pro Purpose in target customer (SMEs), pricing tiers, and impact-tracking tools.
• Pledge 1%: A movement and platform that encourages companies to pledge 1% of equity, profit, employee time, or product to causes. Comparable in the movement-style framing of business generosity and structured pledge mechanic.
• GivingTuesday Australia: The Australian node of the global GivingTuesday generosity movement, mobilizing businesses and individuals around coordinated giving days. Comparable as a movement-led, Australia-specific community of purpose-driven givers.
• B Lab Australia & Aotearoa New Zealand: Certifies B Corporations and convenes a community of purpose-driven businesses globally, including Australia. Comparable as a membership/community model that helps SMEs publicly demonstrate purpose and impact credentials.

Regional players

• GlobalGiving: A US-headquartered crowdfunding and grantmaking platform for nonprofits. Comparable as a vetted-charity marketplace channeling business and donor funds to impact projects, but operating primarily in North America and the UK.

Others

• iCareBenefits: An Australian SaaS platform helping SMEs manage employee benefits, wellbeing, and engagement programs. Adjacent ecosystem participant offering complementary digital infrastructure for SME people operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@ProPurpose
• Facebookfacebook.com/onecofoundation
• LinkedInlinkedin.com/company/propurpose
• Instagraminstagram.com/propurpose_/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pro Purpose