Across Canada, there is no shortage of effort, intention, or investment in housing. Non-profits, private developers, and governments are all working toward meaningful outcomes, each bringing critical strengths.

When these strengths operate in parallel rather than in alignment, strong ideas struggle to become viable projects – and viable projects don’t always achieve their full potential impact.

AMPLIFY was created to bridge that gap.

We align expertise, capital, and community priorities into a single, coordinated approach. Grounded in real-world development experience and shaped by the goals of the organizations we work with.

Our focus is simple:
turning intent into execution – and execution into lasting impact.

Alex Thomson is a seasoned commercial real estate strategist and the founder of Prevail
Consultants, where he provides trusted advice and fractional executive leadership to clients across North America. With more than $2 billion in completed developments and experience across acquisitions, entitlements, financing, leasing, and dispositions, Alex brings both vision and execution to the table.

He is also the co-founder of AMPLIFY, an initiative he leads with Antoine Gruson to empower mission-driven organizations and public-sector partners to unlock the potential of affordable and community-focused housing projects. Whether launching a new project or infusing an existing development with fresh ideas, Alex is known for adding clarity to complexity and momentum to opportunity. He combines insight, innovation, and impact to enable clients to move forward with confidence, aligning ambition with feasibility and creating lasting results.

Alex was the first Canadian Chair of NAIOP, North America’s leading commercial
real estate association. In this role and throughout his career, he has championed best practices, forward-looking strategies, and meaningful collaboration across the industry. In recognition of his leadership and contributions, he was elected a Fellow of the Royal Institution of Chartered Surveyors in 2024.

Antoine Gruson has more than 15 years of experience in construction and assett management. As Principal and Co-Founder of Pyrmont Private Office, he oversees the acquisition, development, and management of residential,commercial and industrial assets, bringing together strategic vision and operational discipline.

Academically, Antoine holds a Master of International Business and completed executive
studies in Affordable Housing Fundamentals at the Harvard Graduate School of Design. Committed to community impact, he serves on the board of HomeEd, the City of Edmonton’s not-for-profit housing provider.

His strong interest and experience with affordable housing, along with the desire to bring a fresh perspective to that sector, led him to co-found AMPLIFY with Alexander Thomson, to support non-for profit organizations and municipalities with complex affordable housing real estate projects.