What feedback company bv does

Feedback Company B.V. (The Feedback Company B.V.) is a privately held Dutch SaaS company headquartered in Utrecht that operates a cloud-based review collection and experience measurement platform. Its product surface spans four suites — Customer Experience (CX: reviews, KTO customer satisfaction surveys, PREM patient satisfaction), Employee Experience (EX: Mood Monitor pulse surveys, MTO employee satisfaction, WPM workplace mobility research), Product Experience (PX: product reviews for webshops), and User Experience (UX: Performance Monitor for page-level visitor feedback) — augmented by the TrustNet keurmerk certification badge. The underlying technology is a REST-API-enabled platform with automated email invitation systems, real-time dashboards, sector-specific pre-built questionnaires (PREM/KTO/MTO), review verification (email validation, 3-month duplicate suppression), and native integration with 40+ webshop, CMS, and marketplace platforms (Shopify, WooCommerce, Magento, Lightspeed, Mijnwebwinkel, CCV Shop, WordPress, Marktplaats, AutoTrack, ViaBovag, Springest, Aareon, Cegeka). As an official Google Review Partner, collected reviews are syndicated into Google search results and Google Ads seller ratings — a privileged integration that materially differentiates the platform from generic survey tools.

The company sells monthly subscription plans (starting at approximately €74/month for Productreviews and €75-85/month for childcare sector starter packages, with optional add-on modules for product reviews, sector-specific research, and additional domains/invitations), targeting a long-tail of 2,000+ Dutch SMBs across healthcare, automotive, childcare, e-commerce, legal services, housing, financial services, education, and social welfare. Go-to-market combines self-serve product-led signup, a 70+ partner referral network of marketing bureaus and webhosting/software resellers, and direct sales for enterprise accounts. The company is founder/management-owned (CEO Hendrik-Jan Glerum, CTO Erik-Jan Jaquet) with no institutional backing disclosed, and operates in seven markets (Netherlands, Belgium, Germany, Spain, Portugal, Brazil, India). Compliance certifications include ISO 9001, ISO 27001, NEN 7510 (healthcare), Fair Data (MOA), FSQS-NL (financial sector), and GDPR/AVG compliance with Dutch data residency.

Feedback Company's strategic positioning is anchored on three pillars: (1) a low fixed-price SaaS model with no hidden costs, contrasting with enterprise-priced research alternatives; (2) compliance-grade certifications that unlock regulated verticals (healthcare PREM, housing Aedes Benchmark, financial FSQS-NL, personal injury Letselschade Raad); and (3) privileged distribution through Google Review Partner status and a deep integration ecosystem. The November 2020 merger with Tevreden.nl consolidated adjacent customer satisfaction research capability, and the company has continuously expanded its product surface (TrustNet, PX, UX, WPM) over its 15-year operating history. Revenue is not publicly disclosed, and there are no funding rounds on record, indicating a bootstrapped, profitable growth profile consistent with the moderate-growth trajectory.

Name

feedback company bv

Legal name

The Feedback Company B.V.

Website

https://feedbackcompany.nl

Company type

Private

Operating status

Operating

Short description

Feedback Company BV is a Dutch SaaS platform providing online review collection, customer satisfaction (KTO), patient experience (PREM), employee satisfaction (MTO), and product review tools, serving 2,000+ SMBs across healthcare, automotive, childcare, e-commerce, legal, housing, and financial services with Google review syndication and sector-specific compliance certifications.

Ownership category

akta.pro rank

Product category

Customer Experience Management Software

NAICS

Marketing Research and Public Opinion Polling (541910), Custom Computer Programming Services (541511), Management Consulting Services (54161)

SIC

Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)

akta.pro primary industry

Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)

akta.pro secondary industries

Patient Feedback, Surveys, Reputation & Experience Measurement (VoC) (HLACAEAH), Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)

Keywords

• Customer review platform
• Experience management software
• Online reputation management
• Feedback collection tools
• Customer satisfaction research

Headquarters

HQ city

Utrecht

HQ country

Netherlands

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 Plans: Monthly subscription plans for review collection and feedback tools. Plans include base features plus optional modules for product reviews, sector-specific research, and additional domains/invitations.
2. Product Reviews Module: Optional add-on module for product-specific reviews in webshops, billed as part of subscription.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Feedback Company BV operates a cloud-based experience management platform that automates the collection, management, and syndication of authentic customer, employee, product, and user experience reviews. The platform offers sector-specific questionnaires for more than 15 industries (healthcare, childcare, automotive, e-commerce, financial services, housing corporations, social welfare, personal injury, education), Google review syndication for seller ratings, real-time analytics dashboards, and 40+ pre-built integrations with webshop and CMS platforms. It is sold as a monthly subscription with fixed low pricing aimed primarily at Dutch SMBs and select enterprise accounts.

Product overview

Feedback Company is an experience management platform offering four integrated experience measurement suites — Customer Experience (CX), Employee Experience (EX), Product Experience (PX), and User Experience (UX) — collectively organized under the Experiences framework. The core platform centers on review collection and customer satisfaction research (KTO), augmented by patient satisfaction surveys (PREM) for healthcare sectors, and the Mood Monitor and MTO for employee feedback. Add-on modules include TrustNet (certification badge), and Productreviews (PX) for e-commerce. The platform integrates with popular webshop and CMS platforms for automated invitation sending and review display, with pricing starting from approximately €74 per month for Productreviews and €75 per month for childcare sector packages.

Differentiator

Problem solved

Functional benefit

Brands

• TrustNet: An independent certification/seal for businesses that displays trusted customer reviews and builds consumer confidence.
• Mood Monitor
• PREM
• KTO
• MTO
• WPM

Products and services

• TrustNet (Keurmerk)

Quantifiable outcome

• Product reviews can increase conversion by up to 18%
• +2 more outcomes

Named customers16 records

Segments9 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration36 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• De Letselschade RaadcoreStrategic or Co-development Partner · 1 January 2018Partnership to facilitate optimal and uniform research method for client experiences in personal injury sector. System developed for continuous customer satisfaction research.
• GooglecoreTechnology or IntegrationOfficial Google Review Partner enabling reviews collected through Feedback Company to be syndicated to Google search results and Google Ads for enhanced seller ratings and visibility.
• AedescoreStrategic or Co-development PartnerKoepelorganisatie (umbrella organization) of Dutch housing corporations. Feedback Company is a validated research bureau for Aedes Benchmark participation.
• Vereniging Zakelijke RijdersminorStrategic or Co-development PartnerAnnual organization of 'Leasemaatschappij van het jaar' (Lease Company of the Year) election.
• Elemental Water FoundationminorOthersMonthly donation of 165,000+ liters of drinking water to Madagascar through review collection. Each review counts toward total liters donated.
• Dtch. DigitalsminorChannel Partner/ Reseller/ DistributorFull-service digital marketing bureau partner driving customer acquisition.

Scale indicators4 records

Recent moves2 records

Expansion highlights6 records

Direct peers

• Kiyoh: Kiyoh is a leading Dutch online review platform offering business reviews, product reviews, and Google review integration, primarily serving SMBs in the Netherlands. It is the closest direct competitor to Feedback Company given overlapping geography, target customer profile (Dutch SMBs), and product offering (review collection + Google syndication).
• Trustpilot: Trustpilot is a global consumer review platform used by businesses to collect and showcase verified reviews, with strong presence across Europe including the Netherlands. It competes head-on with Feedback Company's review collection, TrustNet-style verification badge, and Google seller rating syndication, but at a much larger international scale.
• Klantenvertellen: Klantenvertellen is a Dutch review and customer feedback collection platform focused on the SMB market, with Google integration and sector-specific use cases. It competes directly with Feedback Company on Dutch SMB review collection and customer satisfaction surveys (KTO).
• eKomi: eKomi is a Berlin-based European review and customer feedback platform serving mid-market and enterprise customers across DACH and broader Europe. It is a direct peer to Feedback Company given overlapping product (reviews + customer satisfaction surveys), European geographic focus, and Google partner status.
• BirdEye: BirdEye is a US-headquartered reviews, reputation, and customer experience platform targeting SMB and mid-market businesses across multiple industries. It overlaps with Feedback Company's review collection, customer surveys, Google integration, and multi-vertical SMB focus.

Broad incumbents

• Qualtrics: Qualtrics is a global enterprise experience management platform spanning CX, EX, and product experience research used by large organizations across industries. It is a broad incumbent to Feedback Company given overlapping CX/EX survey capability, though it targets larger enterprise budgets and offers a much broader analytics stack.
• Medallia: Medallia is an enterprise customer and employee experience management platform used by global brands for VoC, journey analytics, and survey programs. It overlaps with Feedback Company's CX/EX measurement offerings at the enterprise end of the market, with substantially deeper analytics capabilities.
• Reputation.com: Reputation.com is a reputation experience platform combining review management, listings, social, and CX surveys for multi-location businesses. It overlaps with Feedback Company's TrustNet keurmerk, Google review syndication, and CX measurement modules but targets larger multi-location enterprises rather than Dutch SMBs.

Emerging players

• Yotpo: Yotpo is an e-commerce-focused platform offering product reviews, ratings, visual user-generated content, and SMS marketing, primarily serving Shopify and similar merchants. It overlaps with Feedback Company's Productreviews (PX) and e-commerce integration modules but does not address employee experience or sector-specific research.
• Bazaarvoice: Bazaarvoice is a US-headquartered product reviews and user-generated content network serving enterprise retailers and brands. It is a partial competitor to Feedback Company's PX module and e-commerce integrations but does not directly overlap with PREM/KTO/MTO research offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/feedbackcompanyNL
• LinkedInlinkedin.com/company/feedbackcompany
• Instagraminstagram.com/feedbackcompany

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 feedback company bv