Feedback Company
Feedback Company is a Netherlands-based SaaS platform providing reputation management, review collection, and customer/employee/product experience measurement (CX, EX, PX, UX) for over 6,000 businesses, primarily e-commerce merchants, healthcare providers, and childcare organizations across seven European and international markets.
- Company typePrivate
- Founded2011
- HeadquartersUtrecht, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Feedback Company does
Feedback Company B.V. is a Netherlands-headquartered, privately held SaaS provider of reputation management and experience measurement software, founded in 2011 and operated out of Utrecht. The company operates a unified platform spanning four experience measurement domains — Customer Experience (CX, including Company Reviews and Customer Satisfaction Research / KTO), Employee Experience (EX, with digital surveys, Mood Monitor, MTO and WPM onderzoek), Product Experience (PX), and User Experience (UX) — alongside a healthcare-specific Patient Satisfaction (PREM) module introduced in 2026. Core technology is cloud-based and integrates natively with all major e-commerce platforms (Shopify, WooCommerce, PrestaShop, Magento, Lightspeed, WordPress, MyWebstore) to automate post-purchase review invitation workflows, enforce review authenticity through email verification and content moderation, and publish collected reviews via the Trust Widget and Google Seller Ratings integrations. The company holds one of only 31 official Google Review Partner designations globally, and the TrustNet trademark serves as a separately monetizable trust-certification add-on.
The business model is a recurring monthly SaaS subscription with publicly disclosed entry pricing of €30/month and vertical-specific plans of €75/month (childcare CX/KTO) and €85/month (childcare EX/MTO), excluding VAT. Go-to-market is hybrid: product-led growth for SMBs through e-commerce marketplace listings and self-serve signup, complemented by dedicated account management and a research-led onboarding process for larger organizations in healthcare and childcare. The company reports 6,000+ users across seven country markets (Netherlands, Belgium, Germany, Spain, Portugal, Brazil, India) and is supported by a small organization (11–50 employees). Security and compliance are a core commercial asset: ISO 9001, ISO 27001, ISO 27017, NEN 7510 (healthcare), Fair Data, Data Pro Code, and FSQS-NL certifications, plus full GDPR compliance with EU-only data processing.
Funding history is sparse: a single disclosed institutional round with Axivate Capital in September 2014 (round 4, amount undisclosed). There is no public revenue, headcount growth data, M&A activity, or parent-company relationship. Ownership structure is private and undisclosed, representing a data gap for prospective acquirers or investors.
Feedback Company firmographics
Firmographics- Name
- Feedback Company
- Legal name
- Feedback Company B.V.
- Website
- https://feedbackcompany.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Feedback Company is a Netherlands-based SaaS platform providing reputation management, review collection, and customer/employee/product experience measurement (CX, EX, PX, UX) for over 6,000 businesses, primarily e-commerce merchants, healthcare providers, and childcare organizations across seven European and international markets.
- Ownership category
- akta.pro rank
Where Feedback Company is headquartered
LocationHeadquarters
- HQ city
- Utrecht
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Feedback Company business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription-based SaaS Platform: Monthly subscription model starting from €30 per month. Customers pay for access to review collection tools, TrustNet certification, dashboards, and integration capabilities. Pricing varies by package and number of reviews/responses needed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic plan starting at €30/month |
| Subscription | Monthly | Google Seller Ratings included |
| Subscription | Monthly | CX (KTO) Kinderopvang: €75/month |
| Subscription | Monthly | EX (MTO) Kinderopvang: €85/month |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Feedback Company product offering
Product offeringCore offering
Feedback Company operates a cloud-based reputation management and experience measurement SaaS platform that automates the collection, verification, moderation, and display of customer, employee, product, user, and patient reviews. The platform integrates with major e-commerce systems (Shopify, WooCommerce, PrestaShop, Magento, Lightspeed, WordPress) to send automated post-purchase review invitations, publishes verified reviews through a Trust widget, and forwards eligible reviews to Google as Seller Ratings and Rich Snippets. It sells subscriptions to businesses in verticals such as e-commerce, healthcare, and childcare, with sector-specific survey offerings (e.g., PREM, KTO, MTO) and the TrustNet certification add-on.
Product overview
Feedback Company is a reputation management and experience measurement platform structured as a unified platform with integrated modules across Customer Experience (CX), Employee Experience (EX), Product Experience (PX), and User Experience (UX). The core CX suite includes Company Reviews (with Google Seller Ratings integration) and Customer Satisfaction Research (KTO). The product range extends to Patient Satisfaction (PREM) for healthcare, Product Reviews (PX), Employee Research (including the EX Mood Monitor, Medewerkersonderzoek/MTO, and WPM onderzoek), and User Experience (UX) measurement. The TrustNet certification badge and Trust Widget serve as add-on trust-building features. The Customer Portal serves as the central access point for businesses to manage all feedback and review activities. Pricing starts from €30/month.
Differentiator
Problem solved
Functional benefit
Products and services
- Company Reviews (CX) Collects and publishes verified company reviews for businesses to build online credibility, integrated with Google for Seller Ratings and Rich Snippets.
- Customer Satisfaction Research (KTO) Customer satisfaction surveys that measure and track customer experience, delivering insights for loyalty, competitive advantage, and satisfaction improvement.
- Product Reviews (PX) Collects product-specific reviews from customers to map and improve product quality, strengthen credibility, and drive online revenue.
- Employee Experience Research (EX) Digital employee surveys and Mood Monitor tool to assess workplace satisfaction and identify areas for work environment improvement.
- User Experience (UX) Feedback Captures feedback on specific web pages to provide UX insights and identify optimization opportunities for immediate action.
- Patient Satisfaction (PREM) Satisfaction research tailored for the healthcare sector, enabling healthcare organizations to measure and improve patient experience and care quality.
- TrustNet Certification Optional certification badge that verifies review authenticity, signals compliance with review legislation, and boosts credibility on customer review pages.
Quantifiable outcome
- Businesses report higher conversion rates due to displayed reviews and TrustNet certification
- +3 more outcomes
Companies that use Feedback Company
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles4 records
Feedback Company technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature9 records
Feedback Company partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- GooglecoreOfficial Google Review Partner - one of only 31 globally. Enables direct integration of collected reviews with Google Seller Ratings, Rich Snippets, Google Shopping, and Google Business Profile. Reviews collected through Feedback Company are eligible to appear as star ratings in Google Ads and organic search results, enhancing advertising visibility and click-through rates.
- ShopifycoreNative Shopify app integration enabling automated review collection for Shopify merchants. Order triggers automatically send review invitations to customers. Trust widget can be easily implemented on Shopify stores.
- WooCommercecoreEasy-to-install WordPress/WooCommerce plugin for collecting and publishing company and product reviews automatically. Supports both company and product reviews with Trust widget display.
- PrestaShopcoreOfficial PrestaShop addon integration enabling fully automatic collection of company and product reviews. New orders trigger review invitation emails. Trust widget builds trust with visitors and increases conversion.
- MagentocoreSeamless integration with both Magento 1 and Magento 2 platforms. Automatic invitation sending for registered orders and Trust widget for increased trustworthiness.
- LightspeedcoreLightspeed webshop integration enables fully automated review collection for Lightspeed merchants. Automatic invitation sending and Trust widget implementation.
- WordPresscoreWordPress plugin integration enabling review collection for WordPress-based websites and WooCommerce stores.
- Elemental Water FoundationminorSocial impact partnership where Feedback Company donates over 165,000 liters of drinking water monthly to the Elemental Water Foundation for Madagascar projects. Donations are generated through the review collection process - customers participate automatically when collecting reviews.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Feedback Company competitors and assessment
Company assessmentMarket position
Competitive moat6 records
Key highlights6 records
Customer concentration
Feedback Company social profiles
Digital presenceFeedback Company compliance and trust
Trust signalCompliance6 records
Feedback Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Feedback Company leadership team
Management profileNumber of profiles
Feedback Company funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Feedback Company 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 Feedback Company
What does Feedback Company do?
Feedback Company operates a cloud-based reputation management and experience measurement SaaS platform that automates the collection, verification, moderation, and display of customer, employee, product, user, and patient reviews. The platform integrates with major e-commerce systems (Shopify, WooCommerce, PrestaShop, Magento, Lightspeed, WordPress) to send automated post-purchase review invitations, publishes verified reviews through a Trust widget, and forwards eligible reviews to Google as Seller Ratings and Rich Snippets. It sells subscriptions to businesses in verticals such as e-commerce, healthcare, and childcare, with sector-specific survey offerings (e.g., PREM, KTO, MTO) and the TrustNet certification add-on.
Is Feedback Company a public or private company?
Feedback Company is a private company. It is classified as venture growth investor backed and is currently operating.
When was Feedback Company founded?
Feedback Company was founded in 2011. It employs 11 to 50 people.
Where is Feedback Company based?
Feedback Company is headquartered in Utrecht, Netherlands, in the Europe region.
How does Feedback Company make money?
One revenue line is on record: subscription-based SaaS Platform.
Does Feedback Company have an API?
Yes. Feedback Company offers an API integration that allows webshop platforms to automatically send review invitations to customers and display Trust widgets. The API enables programmatic access to review collection, management, and publication workflows for integrated platforms.