Feefo
Feefo is a UK-based SaaS platform that collects and syndicates purchaser-verified customer reviews via email, SMS, WhatsApp, and in-mail for more than 6,500 global brands, with native integrations to Shopify, BigCommerce, WooCommerce, Magento, AutoTrader, and Google.
- Company typePrivate
- Founded2006
- HeadquartersPetersfield, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Feefo does
Feefo is a UK-headquartered SaaS company that operates a customer review and feedback platform built around purchaser-verified reviews. Founded in 2006 and headquartered in Petersfield with offices in London and Boston, Feefo collects reviews only from confirmed buyers via email, SMS, WhatsApp, and an in-mail channel, then syndicates those reviews to merchant websites and to Google as a Google Content Partner. The platform serves more than 6,500 brands worldwide, with a logo set weighted toward UK enterprises in automotive (Vauxhall, Kia, Mitsubishi, AutoTrader), retail (Iceland, Andertons, Dixons), insurance and finance (AXA, LV=, Petplan), travel (British Airways Holidays), consumer electronics (Kenwood, DeLonghi), and logistics (DHL eCommerce UK).
The product is structured as a core Feedback and Reviews engine plus three module layers: Conversion and Trust Tools (On-Page, Pop-Up, Slide-Out widgets, Service Carousel, Product Stars), Data & Analytics (Feefo Analytics Essentials, Product Sentiment Analysis, Tag Analytics), and an emerging Feefo Social UGC surface. The stack is anchored by proprietary AI for review moderation, AI-generated personalized replies, sentiment analysis, and fraud/anomaly detection, alongside native integrations with Shopify, BigCommerce, WooCommerce, Magento, AutoTrader, and Google Merchant API, with Webhooks and a Reviews API for developer access. Feefo is ISO 27001 certified, GDPR-compliant via the ICO, and has implemented DMCC-compliant review source labels under the UK's Digital Markets, Competition and Consumers Act 2024. In August 2021 Feefo acquired competitor Reevoo, which is retained as a subsidiary brand.
Commercially, Feefo sells on a subscription SaaS model with tiered packages (including an Enhanced tier with a dedicated Customer Success Manager, phone support, and annual account reviews), distributed across a direct enterprise sales motion, an inside-sales motion for mid-market customers, and a channel partner directory of agencies and implementation partners. Eight named vertical solutions (Automotive, B2B, Brands & Manufacturers, Finance & Insurance, Health & Wellbeing, Retail, Travel & Tourism, Enterprise) indicate a verticalized GTM. The company is privately held by Feefo Holdings Limited with no disclosed investors, funding rounds, or revenue figures, and is currently the subject of a UK CMA investigation into alleged suppression of negative reviews and manipulation of star ratings.
Feefo firmographics
Firmographics- Name
- Feefo
- Legal name
- Feefo Holdings Limited
- Website
- https://feefo.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Feefo is a UK-based SaaS platform that collects and syndicates purchaser-verified customer reviews via email, SMS, WhatsApp, and in-mail for more than 6,500 global brands, with native integrations to Shopify, BigCommerce, WooCommerce, Magento, AutoTrader, and Google.
- Ownership category
- akta.pro rank
Feefo industry classification
Industry- Product category
- Customer Review & Experience Management Software
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Bill Management & Subscription Management (FSAGADAG)
Keywords
Where Feefo is headquartered
LocationHeadquarters
- HQ city
- Petersfield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Feefo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Platform Subscription: Feefo operates as a cloud-based SaaS platform providing review collection, management, and analytics services on a subscription basis. The platform offers multiple package tiers including Enhanced package with dedicated Customer Success Manager, and various feedback collection channels (email, SMS, WhatsApp, In Mail).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Enhanced Package |
Distribution channels4 records
Marketing channels6 records
Feefo product offering
Product offeringCore offering
Feefo provides a SaaS-based customer review and insights platform that collects 100% purchaser-verified feedback through email, SMS, WhatsApp and In Mail, then syndicates and displays those reviews via conversion widgets and integrations. The offering combines AI-driven moderation, AI-generated personalized replies, sentiment analysis, tag analytics, NPS and survey modules, and syndication across a network of merchants, sold on a subscription basis to over 6,500 brands worldwide.
Product overview
Feefo is a customer reviews and insights platform operating on a platform-plus-modules architecture. The core product is the Feedback and Reviews platform, which collects verified purchaser feedback through multiple channels (email, SMS, WhatsApp, In Mail) and supports syndication across the Feefo network. This core is enhanced by Conversion and Trust Tools (display widgets for websites), Data & Analytics modules (Feefo Analytics Essentials, Tag Analytics, Product Sentiment Analysis), and specialized features including AI Replies, AI Moderation, Q&A, Syndication, Review Booster, Surveys, and Treefo sustainability initiative. Feefo Social enables user-generated content collection and display, while the Trusted Service Awards program recognizes high-performing clients. The company acquired Reevoo in 2021 to expand its market presence.
Differentiator
Problem solved
Functional benefit
Brands
- Reevoo: Acquired London-based feedback business operating as a subsidiary brand under Feefo
Products and services
- Feedback and Reviews Platform Core SaaS product for collecting, managing and syndicating authentic product and service reviews from verified customers across email, SMS, WhatsApp and In Mail channels. Designed for brands that need a closed-loop, purchase-verified review ecosystem to build trust and improve conversion.
- Conversion and Trust Tools Suite of display and conversion widgets and social-proof tools including On-Page, Pop-Up, Slide-Out, Service Review Carousel, Product Stars, Score Badge and Topic Snippet widgets that surface verified reviews on brand websites. Sold to e-commerce and brand teams to lift conversion rates and keep traffic on-site.
- Data & Analytics Analytics platform including Feefo Analytics Essentials and Feefo Analytics: Product & Service Performance, delivering deep insights into customer sentiment, product performance and market benchmarking with AI-powered tag analytics and product sentiment analysis. Targets brands needing voice-of-customer insight beyond simple review display.
- Feefo Social Module enabling brands to collect, curate, moderate and display authentic user-generated content from customers and creators across digital touchpoints within the Feefo Hub. Designed for marketing teams seeking to amplify social proof alongside verified reviews.
- Trusted Service Awards Annual awards program run by Feefo that recognises brands achieving Gold and Platinum customer service standards based on verified review performance (4.5+ star rating from 50+ reviews annually for three or more consecutive years for Platinum).
- Reevoo London-based customer feedback business acquired by Feefo in August 2021, operating as a wholly-owned subsidiary brand to extend Feefo's customer data insights offering.
Quantifiable outcome
- 93% of customers read online reviews before making a purchase decision
- +2 more outcomes
Companies that use Feefo
Customer profileNamed customers20 records
Segments8 records
Ideal customer profiles3 records
Feefo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability5 records
Feature17 records
Feefo partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- GooglecoreFeefo is a Google Content Partner, enabling clients to improve their search and paid conversion rates through Google integration. Feefo utilises Google Content/Merchant API to retrieve product inventory data from Google's Merchant Centre to supplement transactional data and enrich review display with extended product information and media content.
- AutoTradercoreAutoTrader integration allows Feefo review content to be integrated onto AutoTrader's dealership pages. This is a significant partnership as AutoTrader is both a major customer and integration partner, though AutoTrader is currently under CMA investigation for review practices.
- ShopifycoreShopify integration with Feefo for seamless review collection and display on Shopify-powered e-commerce stores. Includes Shopify de-branding updates for non-branded widgets.
- BigCommercecoreBigCommerce integration enabling review collection and display for BigCommerce e-commerce merchants.
- WooCommercecoreWooCommerce integration with Feefo Ratings & Reviews plugin for WordPress/WooCommerce e-commerce platforms.
- MagentocoreMagento integration for Adobe Commerce Cloud merchants to collect and display verified reviews.
- Auth0 (by Okta)coreAuth0 by Okta provides user authentication and session management for Feefo's platform, ensuring secure login and access control.
- Google RecaptchacoreGoogle reCAPTCHA service protects the Feefo website against malicious spam attacks and bot protection.
- 24 fingersminorDigital agency partner from the Partnership Directory.
- Adobe Commerce CloudcoreAdobe Commerce Cloud integration partner for enterprise e-commerce merchants.
- VisualsoftminorE-commerce agency partner listed in Feefo's Partnership Directory.
- Ametros LtdcoreEU Representative appointed by Feefo under GDPR requirements. Ametros Ltd serves as contact point for EU residents exercising data rights or making complaints.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Feefo competitors and assessment
Company assessmentDirect peers
- Trustpilot: Publicly listed consumer review platform serving global brands. Most direct competitor to Feefo across enterprise and SMB segments, with a similar verified-review positioning but a much larger global footprint and brand presence.
- Bazaarvoice: Enterprise-focused ratings, reviews and user-generated content platform for retailers and brands. Competes directly with Feefo in conversion/trust widgets, syndication networks and analytics for large omnichannel merchants.
- Yotpo: E-commerce reviews, visual UGC, SMS marketing and loyalty platform serving Shopify, BigCommerce and Magento merchants. Direct overlap with Feefo's e-commerce integrations and review-collection feature set.
- PowerReviews: Enterprise ratings-and-reviews platform with deep syndication capabilities for retailers. Competes with Feefo for large omnichannel brand contracts and shares the same conversion-widget and SEO syndication playbook.
- REVIEWS.io: Verified reviews and customer feedback platform primarily targeting mid-market and SMB e-commerce brands. Direct competitor with overlapping Shopify, BigCommerce and WooCommerce integration coverage.
- Birdeye: Multi-location customer experience platform combining reviews, listings, surveys and messaging. Overlaps with Feefo's review and survey capabilities, especially in automotive dealer and franchise networks.
Regional players
- eKomi: European-headquartered feedback and review management provider with strong DACH presence. Comparable verified-review SaaS offering with a regional footprint that overlaps with Feefo's UK/EU base.
Broad incumbents
- Yelp: Publicly listed open-review platform with broad consumer brand recognition. Although operating a different model (open vs. verified), it competes for review-driven traffic and trust signals across retail, travel and services.
- Google Customer Reviews: Free, platform-native review program embedded in Google Search and Shopping. Sets a free price anchor that constrains Feefo's monetization for the long tail of merchants and pushes the company upmarket into enterprise.
Others
- Reevoo: London-based enterprise reviews and brand insights platform acquired by Feefo in August 2021 and now operated as a subsidiary brand. Closest historical peer, now part of the Feefo platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Feefo social profiles
Digital presenceFeefo compliance and trust
Trust signalCompliance4 records
Feefo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Feefo leadership team
Management profileNumber of profiles
Profiles10 records
Feefo subsidiaries and ownership
Company hierarchySubsidiaries1 record
Feefo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Feefo M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Feefo
What does Feefo do?
Feefo provides a SaaS-based customer review and insights platform that collects 100% purchaser-verified feedback through email, SMS, WhatsApp and In Mail, then syndicates and displays those reviews via conversion widgets and integrations. The offering combines AI-driven moderation, AI-generated personalized replies, sentiment analysis, tag analytics, NPS and survey modules, and syndication across a network of merchants, sold on a subscription basis to over 6,500 brands worldwide.
Is Feefo a public or private company?
Feefo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Feefo founded?
Feefo was founded in 2006. It employs 101 to 250 people.
Where is Feefo based?
Feefo is headquartered in Petersfield, United Kingdom, in the Europe region.
How does Feefo make money?
One revenue line is on record: saaS Platform Subscription.
Who are Feefo's main competitors?
Direct peers on record are Trustpilot, Bazaarvoice, Yotpo, PowerReviews, REVIEWS.io and Birdeye. eKomi is listed as a regional player. Broad incumbents are Yelp and Google Customer Reviews. Reevoo is listed as an others.
Does Feefo have an API?
Yes. Feefo offers a Reviews API for retrieving review data for integration or export purposes, including product ratings, customer feedback, and media content. Also provides WebHooks for receiving system notifications when new or updated feedback is submitted. The Developer Knowledge Base enables exploring API calls and testing them directly from the documentation page. Supports JSON-based API responses. Developer documentation is at business.feefo.com/features/webhooks.
What industry is Feefo in?
Feefo's product category is Customer Review & Experience Management Software. Its primary akta.pro industry code is FSAGADAG, Bill Management & Subscription Management. Its NAICS code is 513210 and its SIC code is 7372.