Working Feedback

What Working Feedback does

Working Feedback, operated by Cade Directories Limited, is a UK-based B2B SaaS provider of patient and client feedback management software founded in 2006 by John Pemberton and Philip Molden. The platform enables healthcare practices to collect, human-moderate, and publish patient reviews across Google My Business, NHS Digital, social media channels, and the practice's own website. Its core technology integrates with leading UK dental practice management systems (Software of Excellence EXACT, Dentally) to automatically trigger review requests after appointments, supports NHS Friends and Family Test (FFT) submission, and produces CQC-aligned compliance evidence. The company reports a customer base of over 1,000 dental practices and a data footprint spanning 850,000+ patient feedback records.

The platform serves five verticals: dental practices (primary), GP/doctor practices, veterinary practices, financial services, and caregivers/care homes. Differentiated capabilities include human moderation of every review before publication, NHS-approved and CQC-approved partner status, ICO registration, NPS measurement, cross-selling modules, review widgets, and an analytics dashboard with team and treatment-level performance insights. The company generates revenue through monthly subscription pricing tiered by industry vertical, with veterinary practices publicly quoted at £99+VAT per month. Go-to-market combines direct enterprise sales (anchored by accounts such as Dental Partners and Rodericks Dental Partners), channel partnerships with dominant UK dental PMS vendors, and self-service onboarding for SMB practices via the myworkingfeedback.com portal.

Operationally, the company is founder-led, privately held, and bootstrapped — no external funding rounds, acquisitions, or leadership changes are disclosed. The platform has begun expanding internationally with launches in Australia and New Zealand in 2025, while continuing to add product capabilities (Analytics Dashboard, QR Code review collection, Working Feedback Academy, SmileVision integration) and ecosystem partnerships (ADAM, SmileVision, MEDiVision, Dentaid The Dental Charity).

Name

Working Feedback

Legal name

Cade Directories Limited

Website

https://workingfeedback.co.uk

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Working Feedback is a UK-based B2B SaaS platform that helps healthcare practices collect, moderate, and publish patient reviews across Google, NHS, and social media. It serves 1,000+ dental practices plus GPs, veterinarians, financial advisors, and care providers with automated, regulatory-compliant feedback workflows.

Ownership category

akta.pro rank

Product category

Healthcare Patient Feedback Software

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Patient Feedback, Surveys, Reputation & Experience Measurement (VoC) (HLACAEAH)

Keywords

• Patient feedback software
• Review management platform
• Online reputation management
• Healthcare review system
• Customer feedback solutions

Headquarters

HQ city

Shedfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Services: Monthly subscription-based pricing model for the feedback and review management platform. Veterinary practices are quoted at £99 + VAT monthly with cancel-any-time flexibility. Pricing packages vary for different industry segments including dental, GP, financial services, and caregivers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Working Feedback provides a cloud-based patient feedback and review management platform for healthcare practices, automating the collection of patient reviews via email, SMS, and QR codes after appointments, moderating them through human reviewers, and publishing verified reviews to the practice's website, Google My Business, NHS Digital, and social media channels. The platform integrates directly with dental practice management software (Software of Excellence EXACT, Dentally) and the NHS Friends and Family Test to support reputation building and regulatory compliance across dental, GP, veterinary, financial services, and care sectors.

Product overview

Working Feedback is a unified patient feedback and review management platform that helps healthcare practices collect, moderate, and publish reviews across multiple channels. The core Working Feedback system serves multiple healthcare sectors including dental practices, GPs, veterinary practices, financial services, and caregivers. The platform integrates directly with dental practice management software (Software of Excellence EXACT and Dentally), NHS Friends and Family Test services, Google My Business, and social media platforms. Key modules include the Analytics Dashboard for performance insights, Cross-selling Module for revenue opportunities, Review Widgets for website display, and NHS FFT Submission for regulatory compliance. The system is designed to help practices build trust, improve reputation, meet regulatory requirements (CQC, NHS, FCA), and drive growth through patient feedback.

Differentiator

Problem solved

Functional benefit

Products and services

• Dental Practices Feedback System Patient feedback system specifically designed for dental practices, integrated with dental practice management software (EXACT, Dentally) and supporting NHS Friends and Family Test compliance, Google review collection, and online reputation building for individual dental practices and dental groups.
• GP/Doctor Feedback System Review management software for GPs and doctor practices to collect, moderate and publish patient reviews, with direct NHS Friends and Family Test integration and NHS England Digital profile sharing.
• Veterinary Practice Feedback System Feedback system for veterinary practices to collect and manage pet-owner reviews with Google review integration, team morale insights, and CMA scrutiny considerations, priced at £99 + VAT monthly subscription with cancel-any-time flexibility.
• Financial Services Feedback Customer feedback solution for financial services firms including independent financial advisors, mortgage brokers, and wealth managers requiring client feedback for FCA Treating Customers Fairly (TCF) compliance and online reputation building.
• Caregiver Customer Feedback Feedback collection solution for caregivers including home care providers, nursing agencies, and care homes, collecting customer feedback as part of NHS or CQC compliance requirements and providing management information reports on service improvement opportunities.

Quantifiable outcome

• Dental Partners achieved 100,000+ patient reviews with 98% patient satisfaction score and 25% typical response rate
• +10 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• ADAMminorStrategic or Co-development Partner · 1 November 2024Working Feedback announced partnership with ADAM in November 2024, expanding their partner ecosystem for dental practice solutions.
• Dentaid The Dental CharityminorStrategic or Co-development Partner · 1 February 2024Working Feedback is supporting Dentaid The Dental Charity as the sole patient review feedback provider for their charitable dental clinics in Hampshire and Isle of Wight. Since February 2024, Dentaid conducted 162 clinics supporting 1,403 patients. Working Feedback enables patient feedback collection to help Dentaid collate data to legitimise and expand the project.
• Software of ExcellencecoreTechnology or Integration · 1 January 2022Top-tier partnership for integrated distribution of Working Feedback through Software of Excellence's EXACT dental practice management software. The integration enables automatic review request triggering after patient appointments and seamless data sharing between platforms. This partnership was described as ground-breaking and top-tier.
• DentallycoreTechnology or Integration · 1 January 2022Top-tier partnership enabling automated patient feedback and Google review requests within minutes. Dentally triggers review requests based on individual patient marketing communications preferences. All responses are moderated by Working Feedback before publishing to websites, social media, NHS, and Google.
• NHS DigitalcoreStrategic or Co-development PartnerApproved review partner for NHS, enabling direct FFT data submission. Reviews are shared with NHS Digital for their moderation and publishing. Working Feedback understands the requirements for NHS Friends and Family Test submissions and NHS England Digital profile sharing.
• Care Quality Commission (CQC)coreStrategic or Co-development PartnerApproved review partner for CQC, enabling healthcare providers to use collected feedback as evidence for CQC compliance inspections. Reviews can serve as audit trail documentation for regulatory requirements.
• Google My BusinesscoreTechnology or IntegrationFully integrated with Google My Business for simplified collection, sharing, and replying to Google reviews through the Working Feedback platform. Reviews can be posted directly to Google Business Profiles.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Emerging players

• BrightLocal: BrightLocal is a UK-based local SEO and reputation management platform for SMBs and agencies, including review monitoring, citation management, and Google Business Profile tools. It competes with parts of Working Feedback's Google My Business and reputation workflow offering.
• ReviewSolicitors: ReviewSolicitors is a UK client review platform originally built for legal services that has expanded into other regulated sectors including financial services. It is comparable to Working Feedback's financial services feedback offering and shares the regulated-vertical client feedback thesis.

Broad incumbents

• Tebra (PatientPop): Tebra (formerly PatientPop) is a healthcare practice growth platform that includes patient feedback, reputation management, and automated review requests for US medical and dental practices. It competes with Working Feedback in the broader dental practice software ecosystem with a heavier US focus.
• Trustpilot: Trustpilot is a global consumer reviews platform widely used across industries. While not healthcare-specialized, it competes for share-of-voice in online reviews and offers business response tools that overlap with Working Feedback's review management functionality.
• Yotpo: Yotpo is a large e-commerce and consumer marketing platform with reviews, SMS marketing, and customer data capabilities. While primarily retail-focused, its reviews and feedback product is comparable to Working Feedback's core technology stack.

Direct peers

• Birdeye: Birdeye is a leading customer experience and reputation management platform serving multi-location businesses including dental and healthcare practices. It directly overlaps with Working Feedback's automated review collection, multi-channel publishing, and analytics capabilities, but at much larger scale and broader vertical coverage.
• Doctify: Doctify is a UK-based patient review and booking platform specifically for healthcare professionals, including dentists and GPs. It is a direct vertical competitor to Working Feedback in patient feedback collection and online reputation management for UK private healthcare.
• iWantGreatCare: iWantGreatCare is a UK patient feedback and review platform focused on healthcare professionals and providers. It is a direct comparable to Working Feedback's patient feedback and reputation offering, particularly in the UK GP and dental markets.
• Reputation.com: Reputation.com is a reputation experience platform that helps multi-location businesses collect and act on customer feedback, including healthcare providers. It competes with Working Feedback in automated review collection, listings management, and patient/customer engagement, with deeper enterprise sales motion.
• Feefo: Feefo is a UK-headquartered verified reviews and customer feedback platform serving multiple industries. It competes with Working Feedback on verified customer feedback, ratings display, and analytics, and targets similar SMB and mid-market customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=qUWw1TX4aMI
• Xx.com/workingfeedback
• Facebookfacebook.com/WorkingFeedback
• LinkedInlinkedin.com/company/working-feedback

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Working Feedback