Feefo

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.

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

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

• Customer review platform
• Verified feedback software
• Review management SaaS
• Customer experience analytics
• Reputation management software

Headquarters

HQ city

Petersfield

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers20 records

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature17 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• GooglecoreTechnology or IntegrationFeefo 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.
• AutoTradercoreTechnology or IntegrationAutoTrader 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.
• ShopifycoreTechnology or IntegrationShopify integration with Feefo for seamless review collection and display on Shopify-powered e-commerce stores. Includes Shopify de-branding updates for non-branded widgets.
• BigCommercecoreTechnology or IntegrationBigCommerce integration enabling review collection and display for BigCommerce e-commerce merchants.
• WooCommercecoreTechnology or IntegrationWooCommerce integration with Feefo Ratings & Reviews plugin for WordPress/WooCommerce e-commerce platforms.
• MagentocoreTechnology or IntegrationMagento integration for Adobe Commerce Cloud merchants to collect and display verified reviews.
• Auth0 (by Okta)coreTechnology or IntegrationAuth0 by Okta provides user authentication and session management for Feefo's platform, ensuring secure login and access control.
• Google RecaptchacoreTechnology or IntegrationGoogle reCAPTCHA service protects the Feefo website against malicious spam attacks and bot protection.
• 24 fingersminorImplementation/ SI/ Consulting PartnerDigital agency partner from the Partnership Directory.
• Adobe Commerce CloudcoreTechnology or IntegrationAdobe Commerce Cloud integration partner for enterprise e-commerce merchants.
• VisualsoftminorImplementation/ SI/ Consulting PartnerE-commerce agency partner listed in Feefo's Partnership Directory.
• Ametros LtdcoreOthersEU 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

Direct 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

• Xx.com/Feefo_Official
• YouTubeyoutube.com/c/Feefo_Official
• Facebookfacebook.com/FeefoOfficial
• LinkedInlinkedin.com/company/feefo
• Instagraminstagram.com/feefo_official/?hl=en

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Feefo