Trustpilot Ltd

What Trustpilot Ltd does

Trustpilot Ltd is a UK operating subsidiary of Trustpilot Group plc, the publicly listed (LSE: TRST) parent of the world's largest independent online customer review platform, founded in 2007 and headquartered in Copenhagen with offices across EMEA, the US, and APAC. The platform operates an open, two-sided marketplace in which any consumer with a genuine experience can leave a review for any business, while 1.3 million businesses maintain profile pages to collect, respond to, and display that feedback. As of the input, the platform hosts 350+ million reviews, serves 60+ million monthly active users, generates 190,000+ new reviews per day, and operates in 100+ countries.

The underlying technology stack centers on cloud-hosted review infrastructure with localized mobile applications and sub-domains, operated by Trustpilot, Inc. in the Americas and Trustpilot A/S in all other markets. Core technical components include a TrustScore calculation engine that aggregates reviewer ratings into a 1–5 star metric, an automated fake-review detection system that analyzes behavioral data points beyond review content, TrustBox widgets for embedding reviews and TrustScore into third-party websites and apps, a Review Invitation Service for soliciting customer feedback, and an API distributed through developers.trustpilot.com for programmatic integration. Platform integrity is maintained through a three-pronged approach combining automated detection, human Trust and Safety teams, and community flagging.

Trustpilot operates a freemium-to-paid subscription SaaS model. Businesses can claim a free profile page and access basic dashboard functionality at no cost; paid subscription tiers unlock advanced analytics, the full TrustBox widget range, review invitation tools, branded marketing assets, and permissions to use reviews in advertising. Subscriptions are sold on 12-month auto-renewing cycles with up to 5% renewal uplifts, distributed through a self-serve channel for SMBs, an authorized partner programme for enterprise, and direct enterprise sales for larger deployments. The platform also monetizes its proprietary dataset through Trustpilot Data Solutions and licenses TrustScore, Star Ratings, and content to third-party platforms via its Content Syndication Partner Program.

Name

Trustpilot Ltd

Legal name

Trustpilot A/S

Website

https://corporate.trustpilot.com

Company type

Public

Founded year

2007

Operating status

Operating

Ownership category

akta.pro rank

Product category

Online Reputation Management

akta.pro primary industry

Marketplace & E-commerce Trust & Safety (Listings, Sellers, Reviews) (BPAAALAB)

akta.pro secondary industry

Trust, Safety & Risk Support (Fraud, Abuse, Policy Enforcement) (BPAAABAI)

Keywords

• Customer review platform
• Online reputation management
• Business feedback software
• Consumer review platform
• Review aggregation services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Business Subscription Plans: Trustpilot operates primarily as a subscription business offering free basic services alongside paid subscription tiers. Subscriptions typically run for 12 months with automatic renewal. Pricing varies by region and subscription scope. The company generates revenue from businesses paying for premium features including advanced analytics, branded marketing assets, TrustBox widgets for external website display, and permissions to use reviews in advertising.
2. Free Plan Services: Basic platform access is free for all businesses, allowing them to claim a business profile page, receive and respond to reviews, and access limited dashboard functionality. This freemium approach drives user acquisition and network effects.
3. Trademark and Brand Licensing: Trustpilot licenses its trademarks, logos, TrustScore, Star Ratings, and TrustBox widgets to business customers in accordance with their subscription tier. Usage rights are governed by trademark guidelines and terms of use.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Trustpilot operates an open, independent online review platform that connects consumers and businesses through customer feedback. Businesses can claim free profile pages and access paid subscription tiers that unlock advanced features such as review invitation tools, sophisticated analytics, TrustBox widgets for displaying reviews on external websites, and advertising permissions. The platform hosts over 350 million reviews covering 1.3 million businesses globally.

Product overview

Trustpilot operates as a comprehensive customer feedback platform connecting consumers and businesses through reviews. The platform architecture consists of a core review platform (trustpilot.com for consumers and business.trustpilot.com for businesses), supplemented by a free plan tier with basic features and paid subscription plans unlocking advanced capabilities. Key product components include: TrustBox Widgets (for displaying reviews on external websites), the Review Invitation Service (for soliciting customer feedback), Trustpilot Data Solutions (for analytics), and Partner Programs (including Content Syndication for third-party distribution). The platform is accessible in over 100 countries and processes over 190,000 new reviews daily across 1.3 million businesses.

Differentiator

Problem solved

Functional benefit

Brands

• Trustpilot for Business: Business-facing platform for companies to manage reviews and interact with consumers.
• Trustpilot Data Solutions

Products and services

• Trustpilot Review Platform The world's largest independent customer feedback platform enabling consumers to leave and read reviews for businesses, and helping businesses collect feedback, respond to reviews, and earn trust. Operates as a free-to-use consumer platform supplemented by business-facing paid features.
• TrustBox Widgets Official widgets that allow businesses to display reviews, TrustScore, and Star Ratings on their own websites, apps, or marketing content. Available across different subscription tiers with varying functionality.
• Trustpilot Data Solutions Data solutions offering allowing businesses to access and utilize Trustpilot's review data for analytical and business intelligence purposes. Operates as a sub-brand of Trustpilot focused on data licensing and analytics.
• Review Invitation Service Service enabling businesses to invite customers to write reviews via email or other channels, with tools to manage and automate the invitation process. Available to paid subscribers to solicit feedback from customers with genuine experiences.

Quantifiable outcome

• 190,000+ new reviews generated daily
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Partnerships

One partnership is on record.

• Trustpilot Authorized PartnerscoreChannel Partner/ Reseller/ DistributorIndependent third-party companies authorized by Trustpilot to resell or distribute services through various partner programmes. Partners administer subscription renewals and transactions with customers. They have no authority to enter contracts or make commitments on Trustpilot's behalf. Includes integration partners, technology partners, and implementation service providers.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Yelp: Yelp is one of the longest-standing consumer review platforms, hosting written reviews and star ratings for local businesses and serving both consumers reading reviews and businesses claiming profiles. It is the closest direct analog to Trustpilot in product surface, audience, and reputation-management use case, with the key difference being Yelp's stronger local/geo orientation versus Trustpilot's broader e-commerce and global reach.
• Feefo: Feefo is a UK-headquartered customer review and ratings platform that collects verified reviews from real customers and sells SaaS tools to businesses for review invitations, widgets, and insights. It competes head-to-head with Trustpilot for the same SMB and mid-market business customers, particularly in the UK and EMEA, using a similar freemium-plus-subscription and widget-distribution model.
• Tripadvisor: Tripadvisor operates a global review and ratings platform for travel, restaurants, and experiences, monetizing through display advertising, hotel/restaurant partnerships, and premium placements. It is comparable to Trustpilot as a consumer-facing review destination with a business-side sales motion, though Tripadvisor's category focus is narrower (travel and hospitality) while its ad-based monetization differs from Trustpilot's subscription-led model.
• G2: G2 is a B2B software and services review marketplace where buyers read verified reviews and vendors claim profiles, run sponsored content, and access intent data. It directly overlaps with Trustpilot in business-side reputation tooling (profile claiming, widget embedding, analytics) and the consumer-side review-reading experience, with the main difference being G2's vertical focus on B2B/SaaS software.
• Capterra: Capterra, owned by Gartner, is a leading B2B software review and comparison marketplace that helps buyers evaluate software through user reviews and vendor profiles. It is a direct peer to Trustpilot on the review-collection, profile-management, and lead-generation dimensions, with the same SMB-to-enterprise vendor customer base but a strictly B2B software vertical scope.
• Glassdoor: Glassdoor operates a review platform where current and former employees anonymously rate companies and CEOs and share salary data, monetizing via employer branding, job advertising, and recruitment solutions. It is comparable to Trustpilot in the trust-and-reputation platform model (open reviews, employer/employee dynamic, premium B2B subscriptions), though its category is employer brand rather than product/service reviews.

Emerging players

• Birdeye: Birdeye is a customer experience and reputation management SaaS platform that aggregates reviews from dozens of sources, helps businesses solicit feedback, and offers messaging, surveys, and listing management for multi-location businesses. It overlaps with Trustpilot on review collection and widgeting but is emerging in the broader CX/OS category with deeper integration into listings, social, and messaging channels that Trustpilot does not natively own.

Broad incumbents

• Google Business Profile: Google's Business Profile (formerly Google My Business) lets local businesses claim profiles on Google Search and Maps, with native star ratings and reviews surfaced inside Google's dominant search and navigation surfaces. It is a broad incumbent with overlapping capabilities to Trustpilot (business profile, star rating, consumer reviews) but reaches users through Google's owned distribution rather than as a standalone review destination.
• Amazon Customer Reviews: Amazon operates the largest product-review system in e-commerce, generating and surfacing verified buyer reviews for hundreds of millions of products inside the Amazon shopping flow. It is a broad incumbent in marketplace/e-commerce reviews and competes indirectly with Trustpilot for retailer attention, since sellers running Amazon-first storefronts have less incentive to invest in third-party reputation platforms.
• Better Business Bureau: Better Business Bureau is a long-established nonprofit that rates businesses on trustworthiness and adjudicates consumer complaints, with accredited businesses paying for BBB accreditation and ratings displayed to consumers. It is comparable to Trustpilot as a trust-signaling intermediary between consumers and businesses, but operates a non-profit, complaint-driven model rather than a UGC review platform with subscription monetization.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Trustpilot
• YouTubeyoutube.com/c/trustpilotreviews
• Facebookfacebook.com/Trustpilot
• LinkedInlinkedin.com/company/trustpilot

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries8 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 Trustpilot Ltd