TruRating
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
TruRating firmographics
Firmographics- Name
- TruRating
- Legal name
- TruRating Limited
- Website
- https://trurating.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
TruRating industry classification
Industry- Product category
- Retail Customer Experience Analytics Software
- akta.pro primary industry
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
Keywords
Where TruRating is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
TruRating business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscription: Annual subscription for access to TruHub analytics platform, TruCoaching, TruDI, and AI-powered insights. Pricing is quote-based and scales with retailer footprint.
- Transaction-linked Data Access: Pre-joined, validated, transaction-linked customer signals available via MCP Server, REST APIs, and Delta Lake exports into Databricks, Snowflake, or BigQuery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise - Custom pricing based on retailer footprint |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
TruRating product offering
Product offeringCore offering
TruRating provides an AI-driven retail and restaurant performance intelligence platform that captures verified, one-question customer ratings at the point of payment (in-store via payment terminals, online at checkout, and via NFC/QR tap) and links them to transaction data. Its central platform TruHub delivers real-time analytics, coaching plans, and natural-language insights that help enterprise retailers and restaurants surface revenue-impacting opportunities across stores, regions, and shifts.
Product overview
TruRating operates as a unified customer experience and performance intelligence platform that captures verified customer ratings at point of sale (in-store via payment terminals, online at checkout, and via NFC/QR codes) and transforms them into actionable AI-driven insights linked to transactions. The core platform, TruHub, serves as the central analytics and intelligence hub, connecting real-time feedback with sales data to drive ROI across stores and shifts. The product portfolio includes specialized vertical solutions for Retail Business Intelligence and Restaurant Business Intelligence, along with modular add-ons including TruCoaching (AI-powered retail training), Tru Data Intelligence (natural language query interface), Intelligent Questions (context-triggered market research), Tap to Rate (NFC/QR feedback), and MCP Server (AI agent integration). All offerings are supported by integrations with major payment providers (Verifone, Adyen, Ingenico, Worldpay, and others) and data platforms (Databricks, Snowflake, BigQuery). The platform's key differentiator is achieving 84% customer response rates by capturing single-question ratings at checkout, linked to transaction data for representative, verified customer signals rather than self-selecting survey respondents.
Differentiator
Problem solved
Functional benefit
Brands
- TruHub: Retail analytics software platform providing real-time performance dashboards and KPI tracking for store operations, connecting customer feedback to sales data.
- TruCoaching
- TruDI (Tru Data Intelligence)
- MCP Server
- TruGem
- TruCharity
- TruTrace
Products and services
- TruHub Retail Analytics Platform
- In-Store Point of Sale Feedback
- Online Customer Feedback
- Omnichannel Feedback (Flex)
- TruCoaching AI Retail Training Platform
- Intelligent Questions Market Research
- NFC Feedback and QR Code Survey (Tap to Rate)
- Restaurant Business Intelligence
- TruGems Consumer Rewards
- TruRating Consumer Reviews Platform
Quantifiable outcome
- 84% customer response rate (vs <1% for traditional CX receipt-based surveys)
- +9 more outcomes
Companies that use TruRating
Customer profileNamed customers38 records
Segments4 records
Ideal customer profiles3 records
TruRating technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration23 records
AI capability9 records
Feature9 records
TruRating partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- ZiplinecorePartnership announced December 2025 to bring customer insight and coaching into daily retail operations. Zipline's store communication platform combined with TruRating's real-time feedback.
- QuorsominorAgile Store Ops partnership enabling retail stores to monitor and react to customer experience through Quorso's app.
- Mastercard Start PathcoreSelected to join Mastercard Start Path award-winning startup program. Provides access to Mastercard's technology solutions, expertise, and global partner network.
- VerifonecorePayment technology partner enabling TruRating's point-of-sale feedback solution. Integration allows activation through existing Verifone payment terminals.
- AdyencorePayment technology partner. Integration enables TruRating feedback at Adyen-powered checkout experiences.
- IngenicocorePayment partner. Won Partnership of the Year at Retail Systems Awards 2018. Enables in-store feedback capture at Ingenico terminals.
- WorldpaycorePayment technology partner enabling TruRating integration at Worldpay-powered merchants.
- GK SoftwarecorePOS software provider partnership for retail analytics integration.
- NCR VoyixcorePOS technology partner enabling TruRating at NCR-powered retail locations.
- DatabrickscoreData platform integration. TruRating's verified customer signals available via Delta Lake export to Databricks.
- SnowflakecoreData platform integration. TruRating's pre-joined transaction data available in Snowflake.
- Google BigQuerycoreData platform integration. TruRating's verified customer signals available for BigQuery access.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
TruRating competitors and assessment
Company assessmentDirect peers
- Medallia: Medallia is a leading enterprise CX and VoC analytics platform that captures customer feedback across channels and uses AI to surface insights — directly comparable to TruRating's enterprise CX analytics offering, though Medallia operates across broader channels (digital, call center, social) rather than specializing in POS-embedded capture.
- Qualtrics: Qualtrics is a major VoC and experience management platform serving enterprise retailers and restaurants with survey-based feedback capture and analytics — competing for the same enterprise CX budget TruRating targets, with greater survey depth but no equivalent POS-embedded capture.
- HappyOrNot: HappyOrNot provides physical smiley-terminal customer feedback devices deployed at retail and venue exits — a direct competitor to TruRating's POS-embedded one-touch rating capture, with comparable low-friction design philosophy.
- Yotpo: Yotpo is a commerce marketing platform combining product reviews, loyalty, and SMS marketing for retail and e-commerce brands — directly comparable to TruRating's verified reviews (reviews.trurating.com) and TruGems loyalty components.
- Bazaarvoice: Bazaarvoice operates a consumer-generated reviews and ratings network for retailers and brands — directly comparable to TruRating's verified customer review platform and competes for retailer marketing and CX budgets.
- InMoment: InMoment is a VoC and CX analytics provider with AI-driven text analytics and action-planning workflows — directly comparable to TruRating's TruCoaching and AI text analytics capabilities, serving overlapping enterprise retail customers.
- Forsta: Forsta (formerly Confirmit/Questback) is an enterprise VoC and market research platform — directly comparable to TruRating's CX analytics and Intelligent Questions modules, with deeper survey depth but similar target buyer profiles.
Emerging players
- PowerReviews: PowerReviews provides verified review and ratings solutions for enterprise retailers — comparable to TruRating's verified reviews platform with overlap on enterprise retail customers, though primarily e-commerce focused rather than POS-anchored.
Broad incumbents
- Placer.ai: Placer.ai is a retail foot-traffic and location analytics platform serving enterprise retailers — adjacent to TruRating's retail performance intelligence offering, both selling store-level performance visibility to retail executives but with different data inputs.
- Sprinklr: Sprinklr is a unified customer experience management platform covering CX, social, marketing, and care — broader than TruRating but competing for the same enterprise CX budget with overlapping AI-driven analytics capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
TruRating social profiles
Digital presenceTruRating compliance and trust
Trust signalCompliance1 record
TruRating financial estimates
Financial estimateRevenue estimate
Valuation estimate
TruRating leadership team
Management profileNumber of profiles
Profiles6 records
TruRating funding detail
Funding detailFunding overview
Funding rounds7 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TruRating M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TruRating
What does TruRating do?
TruRating provides an AI-driven retail and restaurant performance intelligence platform that captures verified, one-question customer ratings at the point of payment (in-store via payment terminals, online at checkout, and via NFC/QR tap) and links them to transaction data. Its central platform TruHub delivers real-time analytics, coaching plans, and natural-language insights that help enterprise retailers and restaurants surface revenue-impacting opportunities across stores, regions, and shifts.
Is TruRating a public or private company?
TruRating is a private company. It is classified as venture growth investor backed and is currently operating.
When was TruRating founded?
TruRating was founded in 2016. It employs 51 to 100 people.
Where is TruRating based?
TruRating is headquartered in London, United Kingdom, in the Europe region.
How does TruRating make money?
Two revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are transaction-linked Data Access.
Who are TruRating's main competitors?
Direct peers on record are Medallia, Qualtrics, HappyOrNot, Yotpo, Bazaarvoice, InMoment and Forsta. PowerReviews is listed as an emerging player. Broad incumbents are Placer.ai and Sprinklr.
Does TruRating have an API?
Yes. TruRating exposes pre-joined, validated, transaction-linked customer signals via Model Context Protocol (MCP) Server, REST APIs, and Delta Lake exports for integration with AI agents, forecasting models, and data stacks. Available for enterprise customers requiring data platform access. Developer documentation is at docs.trurating.com.
What industry is TruRating in?
TruRating's product category is Retail Customer Experience Analytics Software. Its primary akta.pro industry code is BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms.