What Trustpilot does

Trustpilot Group Plc is a Copenhagen-headquartered, London-listed (LSE:TRST) open consumer review platform founded in 2007, hosting 361+ million active reviews across categories such as banking, travel insurance, retail, and consumer services, and serving 64+ million monthly active users as of June 2025. The platform operates a two-sided marketplace: consumers read and write reviews for free, while businesses subscribe to SaaS plans that include automated review invitations, AI Visibility Metrics, Intelligent Optimization A/B testing, and APIs. The core technology stack combines a SaaS review-management application for businesses with a consumer-facing discovery site optimized for both traditional SEO and generative-engine citation (Trustpilot ranks as the fifth most-cited domain globally on ChatGPT and is cited in 14% of all AI answers).

The business model is a tiered, predominantly subscription SaaS revenue stream — freemium entry for SMBs, paid tiers for growing businesses, and annual contracts for an enterprise tier that includes API access and dedicated support. Revenue grew 24% YoY to £261.1M in FY2025 with £291M in bookings and £296M ARR; the enterprise cohort paying over $20K annually grew 35%, and adjusted EBITDA reached £40.7M (15.6% margin). A new product line, TrustLayer (launched Q3 2025), extends the model into trust-intelligence APIs and dashboards for PE/VC and AI-driven risk assessment, with Advent and Felix Capital as flagship launch partners. Distribution is hybrid: self-serve SMB acquisition through the business portal, embedded marketplace presence via the Shopify App Store (the first major platform partnership under a stated cross-vertical rollout plan), and an enterprise field-sales motion for high-value accounts.

Recent strategic actions include the AI Search Discovery Suite (Real-Time Reviews, Intelligent Optimization, AI Visibility Metrics, built on a 3Rs framework of Recency, Relevance, Ranking) and the appointment of a Chief Trust Officer and a new CFO. Risks include an Italian AGCM €4M fine for review-collection practices and dark-pattern UI (under appeal) and a December 2025 short attack from Grizzly Research alleging fake-review facilitation, both of which Trustpilot disputes and which together highlight the regulatory and reputational exposure inherent in a two-sided trust marketplace.

Name

Trustpilot

Legal name

Trustpilot, Inc.

Website

https://trustpilot.com

Company type

Public

Founded year

2007

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Trustpilot is a Copenhagen-founded, London-listed open consumer review platform connecting 64M+ monthly users with businesses through 361M+ verified reviews, monetized via tiered SaaS subscriptions, the TrustLayer trust-intelligence product, and an AI Search Discovery suite built for brand visibility in AI-driven shopping.

Ownership category

akta.pro rank

Product category

Online Review Management Software

akta.pro primary industry

Marketplace & E-commerce Trust & Safety (Listings, Sellers, Reviews) (BPAAALAB)

akta.pro secondary industries

UGC Moderation, Trust & Safety Platforms (MPACABAL), Digital Advertising & Brand Safety (Ad Review, Policy Enforcement) (BPAAALAD)

Keywords

• Consumer review platform
• Online reputation management
• Customer review SaaS
• Trust intelligence software
• AI citation analytics

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Review Platform SaaS Subscriptions: Trustpilot operates primarily as a SaaS review platform where businesses pay subscription fees for access to review management tools, analytics, and trust-building features. Revenue grew 24% year-over-year to £261.1 million in FY2025, with bookings of $291 million and annual recurring revenue projected at $296 million.
2. Enterprise and High-Value Customer Contracts: Growing focus on enterprise customers paying over $20,000 annually, with the number of high-value customers increasing 35%. These contracts drive higher purchase intent through AI chatbots and represent the land-and-expand motion.
3. TrustLayer™ Data and Analytics Products: Upcoming trust intelligence platform launching Q3 2025 with APIs, SaaS analytics dashboard, and downloadable reports, positioning Trustpilot to monetize data insights beyond core subscriptions.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels9 records

Core offering

Trustpilot operates an open, independent consumer review platform offered as SaaS to businesses worldwide, enabling them to collect, manage, and display verified customer reviews across digital and e-commerce channels. The platform hosts 361+ million reviews and 64+ million monthly active users, with businesses paying subscription fees for review management tools, analytics, AI visibility optimization, and the new TrustLayer™ trust intelligence API product for embedding consumer sentiment into AI-driven decision-making.

Product overview

Trustpilot operates as a unified review platform connecting consumers and businesses. The core product is the open consumer review platform hosting over 361 million active reviews as of June 2025. The business offering includes the Trustpilot Business Account for reputation management and review collection. AI Search Discovery Suite provides tools for optimizing visibility in AI-powered search channels. TrustLayer™ is a trust intelligence platform launched in Q3 2025 featuring APIs and analytics for embedding consumer sentiment into AI-driven decision-making. Data Solutions serves enterprise customers leveraging Trustpilot's review data for AI, commerce, and investment applications. The platform serves both consumer and business segments with tools for review discovery, collection, management, and analytics.

Differentiator

Problem solved

Functional benefit

Brands

• TrustLayer: Trust intelligence platform designed to embed real consumer sentiment into AI-driven decision-making, launched at the HumanX conference in March 2025. Features include APIs, a SaaS analytics dashboard, and downloadable reports. Flagship partners include Advent and Felix Capital.

Products and services

• Trustpilot Review Platform Open consumer review platform connecting businesses and consumers, hosting over 361 million active reviews and 64 million monthly active users. Enables consumers to find, read, and write reviews while providing businesses tools to collect and manage verified customer feedback.
• TrustLayer™ Trust intelligence platform designed to embed real consumer sentiment into AI-driven decision-making. Includes APIs, a SaaS analytics dashboard, and downloadable reports for use cases in AI-powered commerce, risk assessment, and investment decisions.
• AI Search Discovery Suite Suite of features designed to help brands optimize visibility and credibility in AI-powered search channels. Includes tools for capturing verified customer reviews, A/B testing review invitation templates, and providing granular data on how trust signals impact brand surfacing in AI search outputs.
• Trustpilot Data Solutions Enterprise data offerings leveraging Trustpilot's review ecosystem of 300M+ reviews and 64M+ monthly active users for AI systems, commerce platforms, and investment decisions.

Quantifiable outcome

• Brands with no Trustpilot profile appear in only 1% of AI answers, while those with 80+ reviews are cited in over 75% of AI answers
• +7 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability8 records

Feature8 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• ShopifycoreTechnology or Integration · 29 June 2026Trustpilot became a key product partner for reviews within Shopify's platform, expanding its integration with the commerce platform provider. The enhanced partnership allows Shopify merchants to connect their stores directly with Trustpilot through an updated app on the Shopify App Store featuring improved data synchronization and automated review collection. The app launched in general availability on June 29, 2026. This marks Trustpilot's first major proof point following its strategy announced in March, with the agreement being non-exclusive. Trustpilot plans to pursue similar partnerships across banking, insurance, utilities, and other industries.
• ShopifycoreTechnology or IntegrationTrustpilot's Shopify integration addresses growing merchant concerns about building customer trust in the age of AI-generated content, as Trustpilot's click-through rate from AI search climbed 1,490% in its most recent financial year. The arrangement is non-exclusive.
• AdventflagshipTechnology or IntegrationAdvent was announced as a flagship Private Equity partner for TrustLayer™, Trustpilot's new trust intelligence platform launching Q3 2025. TrustLayer™ embeds real consumer sentiment into AI-driven decision-making, risk assessment, and investment decisions.
• Felix CapitalflagshipTechnology or IntegrationFelix Capital was announced as a flagship Venture Capital partner for TrustLayer™, Trustpilot's trust intelligence platform. Felix Capital will integrate Trustpilot's consumer sentiment data into VC investment decision-making workflows.
• QualtricsminorStrategic or Co-development PartnerTrustpilot partnered with Qualtrics to conduct consumer surveys, including a survey of 1,013 U.S. adults on tax refund spending behavior. Qualtrics provided the survey platform and methodology while Trustpilot commissioned and published the research.

Scale indicators23 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• PowerReviews: PowerReviews is an enterprise review and UGC platform focused on retail and consumer brands. It competes with Trustpilot and Bazaarvoice for enterprise e-commerce review contracts, with particular strength in syndication, SEO, and integration with major commerce platforms.
• Birdeye: Birdeye is a customer experience and reputation management platform serving multi-location SMB and mid-market businesses. It overlaps with Trustpilot in review management, AI-driven response automation, and listings management, and increasingly competes for the same enterprise buyer in retail and services verticals.

Direct peers

• Bazaarvoice: Bazaarvoice is a leading ratings and reviews platform focused on retail and consumer brand clients, with deep integrations into e-commerce platforms. It competes directly with Trustpilot for enterprise and mid-market retail review contracts and offers similar syndicated review networks, content moderation, and analytics tools.
• Yotpo: Yotpo is an e-commerce reviews and UGC platform serving Shopify, BigCommerce, and other DTC brands. It competes directly with Trustpilot in the Shopify ecosystem and offers adjacent products including loyalty, SMS marketing, and visual UGC—creating a bundled alternative for merchants.
• G2: G2 is the leading B2B software review platform, operating a model highly analogous to Trustpilot's consumer focus. Both monetize through business subscriptions, leverage review data for SEO and AI visibility, and increasingly target enterprise buyers. G2 demonstrates the comparable playbook Trustpilot could deploy in adjacent B2B verticals.
• Yelp: Yelp is the most direct competitor to Trustpilot in consumer-facing review platforms, operating a two-sided marketplace of consumers writing reviews and businesses paying for visibility. Both host open review ecosystems, monetize through business subscriptions, and compete for SEO and brand discovery share—particularly in retail, services, and local business categories.
• Feefo: Feefo is a UK-based consumer review platform specializing in verified reviews for e-commerce and retail clients. It competes directly with Trustpilot in the UK and European SMB and mid-market segments, particularly in retail, travel, and financial services.

Broad incumbents

• TripAdvisor: TripAdvisor is a major consumer review platform focused on travel and hospitality, with similar open-review and business subscription monetization. While vertical-focused, TripAdvisor competes with Trustpilot for category leadership in travel insurance and travel agencies, and offers a comparable model for monetization of consumer trust signals.
• Glassdoor: Glassdoor operates the leading employer review platform, monetizing through employer branding and recruitment advertising. While Trustpilot is consumer-product focused, Glassdoor is a comparable case study in monetizing a vertical review platform at scale, and could expand into adjacent employer trust and AI-driven hiring intelligence.
• Google Reviews: Google Reviews is integrated into Google Search and Google Maps, providing free review hosting at unmatched distribution scale. While not a paid SaaS product, Google Reviews competes for the same consumer attention and AI citation real estate as Trustpilot, and Google's ability to surface reviews directly in search results represents both a tailwind (validation of review format) and competitive threat.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/trustpilot
• YouTubeyoutube.com/@trustpilot
• Facebookfacebook.com/Trustpilot
• LinkedInlinkedin.com/company/trustpilot
• Instagraminstagram.com/trustpilot

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds9 records

Investors12 records

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 Trustpilot