Opiness

What Opiness does

Opiness BV is a Dutch consumer review aggregation platform headquartered in Amsterdam, founded in 2014 as the successor to Preferenso.nl (2011). The platform hosts over 3.5 million verified customer reviews covering 197,415+ businesses across dozens of Dutch verticals including automotive, insurance, telecom, healthcare, retail, travel, and home services. Reviews are collected through spontaneous consumer submissions (IP and email verified), structured research panels (The Feedback Company, DVJ Research Group, Novio Panel, and an Ipsos-affiliated panel), and permitted imports from third-party review sources. A recency-weighted scoring algorithm applies multipliers of 3x (0-3 months), 2x (3-6 months), 1x (1-3 years), and 0.5x (3+ years) to compute current ratings, with a formal dispute resolution (Geschillenbeleid) process allowing a 21-day response window before disputed reviews are permanently removed.

The business operates a two-sided model serving Dutch consumers (free read-and-write access) and Dutch businesses (paid B2B subscriptions) on three tiers: Basis (€10.95-€44.95/month), Review Compleet (€20.95-€83.95/month), and Premium (€41.95-€133.95/month), priced by geographic scope (local, regional, national) and billed annually. Premium subscribers receive full profile customization, embeddable rating widgets, unlimited dispute mediation, review imports from external sources, and the annual 'Aanbevolen door Klanten' certificate package (8.0+ average, 25+ reviews). The 'Best Beoordeeld' annual award program and €500 external-media licensing fee for award badges in print, online, TV, radio, and outdoor extend monetization beyond subscriptions, alongside €6.00 per-case dispute mediation fees.

The company is privately held with no public listing, one recorded institutional funding round (Axivate Capital, 2014), 1-10 employees, and operates exclusively within the Netherlands. Named award winners and certificate holders include a.s.r., Youfone, Morgana, Tieleman Keukens, Zicht Adviseurs, Afvoercheck, Autobedrijf Jeroen Postma, Flow Reizen, and Bol.com. Co-founder Linda Schulte is identified in public communications; no other management disclosures are available.

Name

Opiness

Legal name

Opiness BV

Website

https://opiness.nl

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Opiness is a Dutch consumer review platform serving Dutch consumers and businesses with 3.5M+ verified reviews across 197,000+ companies. It monetizes through three-tier B2B subscriptions, embeddable rating widgets, and an annual Best Beoordeeld award program.

Ownership category

akta.pro rank

Product category

Online Consumer Review Platform

NAICS

Marketing Research and Public Opinion Polling (541910), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)

akta.pro secondary industry

Search, Review & Ratings Management (SEO/Content/Platforms/Local Listings) (MPAAAOAC)

Keywords

• Consumer review platform
• Online reputation management
• Business review aggregation
• Customer rating platform
• Verified review marketplace

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Business Subscription Plans: Opiness generates revenue primarily from three-tier subscription plans (Basis, Review Compleet, Premium) paid by businesses, professionals, and organizations that want to manage their review presence on the platform. Pricing scales by geographic scope (local, regional, national). Billing is annual with a one-month notice period. Additional fees apply for dispute mediation and external data loading.
2. Best Beoordeeld Licensing: Winners of the annual Best Beoordeeld (Best Rated) awards receive a free basic license to display the award badge on their own website. Extended licensing for use in external media (print, online ads, TV, radio, outdoor) costs a one-time fee of €500 excluding VAT.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Opiness is a Dutch consumer review aggregation and publishing platform that collects, verifies, and displays customer reviews of businesses across dozens of categories in the Netherlands. Consumers can freely read and write reviews of service providers, while businesses subscribe to tiered plans (Basis, Review Compleet, Premium) to claim their profile, respond to reviews, embed rating widgets on their own websites, and earn an 'Aanbevolen door Klanten' certificate or Best Beoordeeld award. The platform hosts 3,537,557+ reviews covering 197,415+ businesses and uses a recency-weighted scoring algorithm to surface current service quality.

Product overview

Opiness is a Dutch consumer review platform (opiness.nl) that aggregates customer reviews about businesses across multiple industries including retail, services, healthcare, automotive, and travel. The platform operates as a unified review ecosystem consisting of a core review aggregation platform, customizable company pages, embeddable review widgets, and award programs (Best Beoordeeld Awards and Aanbevolen door Klanten certificates). The service is monetized through three subscription tiers: Basis (entry-level), Review Compleet (mid-tier), and Premium (full-featured with unlimited mediation and certificate packages). Additional services include a dispute resolution system (Geschillenbeleid) for challenging reviews and external review import capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Opiness Review Platform A web-based consumer review aggregation and publishing platform for the Dutch market, where consumers read and write reviews of businesses across dozens of categories. Includes a recency-weighted scoring engine, reviewer IP/email verification, business profile pages, search-engine indexing, and dispute resolution. Used free of charge by consumers; monetized via business subscriptions.
• Opiness Review Widget

Quantifiable outcome

• Opiness reaches over 3.5 million accumulated reviews and 197,415+ listed businesses in the Netherlands
• +1 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor.

• Tijdschrift voor MarketingminorGTM or Marketing PartnerTijdschrift voor Marketing is a Dutch marketing industry publication that has featured Opiness-authored columns and articles on customer experience since 2016, covering topics such as service quality at retailers and service providers.
• EmerceminorGTM or Marketing PartnerEmerce is a Dutch digital business publication that featured Opiness in articles about review manipulation ('De review als chantagemiddel', October 2015) and best practices for collecting reviews ('Tien tips om reviews te verzamelen', September 2015), as well as a feature on 'The Review Game' (March 2016).
• CustomerFirst (formerly Telecommerce)minorGTM or Marketing PartnerCustomerFirst (formerly Telecommerce) was a media partner for the Opiness Service Awards in 2014–2015, along with nieuws.nl.
• nieuws.nlminorGTM or Marketing Partnernieuws.nl was a media partner for the Opiness Service Awards in 2014–2015, alongside CustomerFirst.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Feefo: UK-based verified review platform specializing in transaction-based review collection for retail, travel, and financial services. Comparable SaaS model with emphasis on verified-only reviews, similar to Opiness's consumer-driven methodology.
• eKomi: European review and customer feedback platform headquartered in Germany, providing verified review collection, reputation management, and certification seals to businesses across multiple verticals — same model, same European geography, same SMB target.
• ProvenExpert: German-origin review platform now operating across Europe, offering verified customer reviews, business profiles, and certification seals. Highly comparable operating model targeting SMEs and professionals in DACH and Benelux markets.
• Kiyoh: Dutch-headquartered review platform offering nearly identical services to Opiness — review collection, business dashboards, widgets, and certification badges — primarily serving Dutch SMBs and e-commerce. Most direct geographic peer competing for the same Dutch customer base.
• Trustpilot: Global consumer review platform with the same core business model: aggregating verified consumer reviews and selling subscriptions to businesses for profile management and trust signals. Trustpilot is the most direct global comparable, competing head-to-head in review collection methodology and freemium/SaaS pricing.
• The Feedback Company: Dutch review and customer feedback platform serving webshops, retail, and service businesses. Although Opiness imports its reviews via partnership, it competes head-to-head for Dutch business subscriptions with a similar widget-and-certificate value proposition.

Emerging players

• ResellerRatings: Consumer review platform specialized in e-commerce and online retailers, providing verified buyer reviews and merchant certification. Adjacent comparable operating in a different vertical but with the same underlying review-aggregation + certification model.
• ReviewTrackers: Review management and analytics platform focused on multi-location enterprise brands, aggregating reviews from 100+ sources. Comparable on the reputation-management side but skews enterprise while Opiness is SMB-led.

Broad incumbents

• Yelp: Global consumer review platform with much larger scale and broader brand recognition. While primarily US-focused and not a head-to-head Dutch competitor, Yelp represents the same review-aggregation business model targeting consumers researching local businesses.
• Google Business Profile (Google Reviews): Default review layer embedded in Google Search and Maps — the dominant competitor in consumer attention. Google's free, ubiquitous review functionality competes directly with Opiness for the same consumer use case of researching Dutch businesses.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/opiness
• LinkedInlinkedin.com/company/opiness

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Opiness