Bruce is one of Australia’s leading advocates for small and family businesses, with a track record of turning policy ambition into practical outcomes for entrepreneurs and employers across the country. He previously served as Australia’s Treasury portfolio Cabinet Minister for Small Business and, most recently, as the Australian Small Business and Family Enterprise Ombudsman, following a 20‑year parliamentary career as the Federal Member for Dunkley and senior leadership roles across the private and not‑for‑profit sectors.

As Strategic Advisor at xAmplify, Bruce works with senior leaders across governments and enterprises to explore how sovereign digital capability, AI and automation can lift productivity, improve service delivery and realise measurable value.