Feedback Company

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.

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

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core 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

Named customers11 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature9 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• GooglecoreGTM or Marketing PartnerOfficial 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.
• ShopifycoreTechnology or IntegrationNative 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.
• WooCommercecoreTechnology or IntegrationEasy-to-install WordPress/WooCommerce plugin for collecting and publishing company and product reviews automatically. Supports both company and product reviews with Trust widget display.
• PrestaShopcoreTechnology or IntegrationOfficial 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.
• MagentocoreTechnology or IntegrationSeamless integration with both Magento 1 and Magento 2 platforms. Automatic invitation sending for registered orders and Trust widget for increased trustworthiness.
• LightspeedcoreTechnology or IntegrationLightspeed webshop integration enables fully automated review collection for Lightspeed merchants. Automatic invitation sending and Trust widget implementation.
• WordPresscoreTechnology or IntegrationWordPress plugin integration enabling review collection for WordPress-based websites and WooCommerce stores.
• Elemental Water FoundationminorStrategic or Co-development PartnerSocial 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

Market position

Competitive moat6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Feedback-Company-162863637093152
• LinkedInlinkedin.com/company/feedbackcompany
• Instagraminstagram.com/feedbackcompany
• Xx.com/feedbackcompany

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

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 Feedback Company