A reductive cross coupling reaction process for functionalization of a nucleophilic alkene can be achieved. The nucleophilic alkene and a nucleophilic cross coupling partner compound can be reacted in the presence of an oxidizable alcohol and a suitable catalyst to form a reductive coupling product. Various additives can also be useful to refine the process such as by mitigating certain undesirable intermediates, facilitating specific site selectivity for various substitutions or reaction sites, etc. Chiral additives can be optionally used which act to provide asymmetric catalysis, e.g. allow for regioselective and stereoselective production of reductive coupling products. A reductive cross coupling pathway can include oxidizing the oxidizable alcohol to form a catalyst hydride. The nucleophilic alkene can be inserted into the catalyst hydride to form a catalyst-alkyl intermediate. Further, the catalyst-alkyl intermediate can be transmetallized with the nucleophilic cross coupling partner compound to form a transmetallated intermediate. The catalyst can be reductively eliminated to form the reductive coupling product and a reduced catalyst. Finally, the reduced catalyst can be oxidized under aerobic conditions, for example with oxygen, to form the oxidized catalyst and subsequent repetition through the cyclic pathway.