What Trusted does

Trusted is a London-based AI-powered SaaS platform that captures and activates 'Trust Signals' — informal indicators of customer advocacy such as peer recommendations, internal praise, and colleague endorsements — and routes them into enterprise go-to-market functions. The product is positioned for global B2B enterprises and addresses seven distinct buyer personas: CMOs, CROs, CCOs, channel/partner leaders, customer marketing teams, sales representatives, and customer success managers. Named enterprise customers include Freshworks, Moody's, TeamViewer, and BNP Paribas, with the company presenting these relationships as design-partner validation for a category it is defining as 'Trust-Led Growth.'

The product suite centers on the Trusted Platform, which combines conversational advocate search, AI-generated health scores, automated trust-signal detection across reviews/referrals/communities/conversations, and AI call transcripts. The platform integrates natively with Salesforce to surface advocacy signals within seller workflows, with Auth0/Okta providing authentication and Cloudflare providing bot management. Adjacent offerings include Advisory Services (5-week pilot blueprint programs for advocacy program design), the Trusted Voices podcast featuring analysts from Forrester and other B2B leaders, and The Trust Report, an annual research publication. SOC 2 Type 2 compliance is in progress.

Trusted operates as The Trusted Consultancy Limited, a UK private limited company (Company No. 15930209) headquartered at 167-169 Great Portland Street, London. The company was founded in 2025 by three co-founders — Paul Button and Emma Roffey as co-CEOs, and Roger Barr as CTO. Revenue is generated through annual SaaS subscriptions with custom, ecosystem-based pricing tied to the number of partner/ecosystem connections, supplemented by professional services from Advisory engagements. GTM combines enterprise field sales targeting C-suite marketing, revenue, and customer leaders with inside sales and product-led motions for mid-market. The company has raised £1 million in a pre-seed round (April 2025) led by Fuel Ventures with participation from 18 angel investors.

Name

Trusted

Legal name

The Trusted Consultancy Limited

Website

https://thetrusted.io

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

11–50 employees

Short description

Trusted is a London-based AI-powered SaaS platform that captures and activates customer-advocacy 'Trust Signals' across enterprise GTM functions, serving global B2B enterprises with named customers including Freshworks, Moody's, TeamViewer, and BNP Paribas.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: Annual or multi-year subscription for AI-powered advocacy platform. Pricing based on number of partners/ecosystem connections. Targets enterprise customers with custom enterprise deals.
2. Advisory Services: Consulting engagements including pilot blueprints (5-week programs) and ongoing advisory partnerships for enterprise customer marketing and advocacy program design.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Trusted is an AI-powered SaaS platform that captures and activates customer Trust Signals across enterprise go-to-market functions including sales, marketing, customer success, and channel partners. The platform uses AI to detect advocacy signals, match advocates to deals, generate real-time health scores, and integrate directly with Salesforce CRM. It is offered alongside Advisory Services consulting engagements, including a 5-week pilot blueprint program, to help enterprises design and measure customer advocacy programs.

Product overview

Trusted is an AI-powered SaaS platform that helps enterprises capture and activate customer advocacy as a measurable revenue driver. The core product is the Trusted Platform, which works alongside an Advisory Services consulting offering, the Trusted Voices podcast for thought leadership, and The Trust Report annual research publication. The platform integrates natively with Salesforce CRM and offers AI-powered features for advocate discovery, automated advocacy workflows, real-time health scoring, and revenue impact measurement.

Differentiator

Problem solved

Functional benefit

Products and services

• Trusted Platform AI-powered SaaS platform that captures and activates customer Trust Signals across sales, marketing, customer success, and channel partner functions, transforming customer advocacy into measurable revenue infrastructure for global enterprises.
• Advisory Services Consulting engagements including a 5-week pilot blueprint program and ongoing advisory partnerships to help organizations design, launch, and measure customer advocacy initiatives with KPIs, benchmarks, and stakeholder approval frameworks.

Quantifiable outcome

• 30% higher win rates when advocates lead the story
• +4 more outcomes

Named customers4 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability8 records

Feature5 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Yvonne Matzk (Coachere / The Channel Community)minorChannel Partner/ Reseller/ DistributorFounder of Coachere and The Channel Community, ex-CDW. 25+ years scaling multi-million dollar businesses in the IT channel. Strategic partnership announced May 2026. Yvonne actively enables partner marketing leaders and has partnered with Trusted to help scale partner trust signals.
• SalesforcecoreTechnology or IntegrationCRM integration partner. Advocacy signals are visible directly inside Salesforce, enabling seamless sales workflow integration for enterprise customers.
• Auth0 (Okta)coreTechnology or IntegrationUser authentication provider. Used for secure login, device fingerprinting, session management, and MFA (multi-factor authentication). Privacy policy accessible via Okta's documentation.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Influitive: Influitive is a customer advocacy and engagement platform that helps enterprises mobilize advocates for referrals, reviews, and references. It is the most direct competitor to Trusted, with overlapping buyer personas (CMOs, customer marketing leaders) and comparable use cases around advocate activation.
• SlapFive: SlapFive is a customer advocacy platform purpose-built for B2B enterprises to manage references, reviews, case studies, and champions. It directly competes with Trusted's advocate-matching and proof-activation capabilities for the same CMO/CCO buyer.
• TechValidate: TechValidate provides customer voice and advocacy marketing tools, including case study generation, surveys, and reference programs. It overlaps with Trusted's core proposition of capturing and activating customer proof across sales and marketing.
• ReferenceEdge: ReferenceEdge (by Spear Growth) is a reference management platform that automates matching customers to sales reference requests. It competes with Trusted's AI-driven advocate matching and CRM-integrated reference workflows.

Broad incumbents

• Gainsight: Gainsight is the leading customer success platform serving CCOs and CS teams with health scoring, renewals, and expansion tooling. It is a broader incumbent that overlaps with Trusted's CCO-facing churn and expansion use cases and could expand into trust signals.
• G2: G2 is the dominant B2B software peer review marketplace, capturing buyer trust signals at scale. It is a broader incumbent that overlaps with Trusted's trust-signal aggregation thesis and is frequently used by Trusted's enterprise buyers.
• TrustRadius: TrustRadius is a B2B software review and buying intelligence platform, addressing the same buyer-trust problem from a third-party review angle. It is comparable as a trust-signal incumbent targeting the same CMO and procurement buyers.
• Salesforce: Salesforce is the dominant enterprise CRM and a core integration partner for Trusted, embedding advocacy signals into seller workflows. As a broader incumbent, it could expand its own customer advocacy capabilities and compete with or absorb Trusted's value proposition.

Emerging players

• Highspot: Highspot is a sales enablement platform that helps sellers deliver the right content and proof at the right time. It is an emerging/adjacent player addressing the same 'arm sellers with proof' pain point Trusted targets for CROs.
• VocalReferences: VocalReferences provides video testimonial and customer reference software for B2B sales and marketing teams. It is an emerging player in the customer proof and reference space, comparable to Trusted's narrower advocate-content use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xlinkedin.com/company/thetrusted
• LinkedInlinkedin.com/company/thetrusted

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

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 Trusted