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Trustpilot

Reputation & Reviews

Online review platform connecting businesses and consumers

Founded 2007Copenhagen, Denmark1,000+ employeesfreemium · Free planFrom Free (business listing); paid plans from ~$225/monthVerified · Sep 2026
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About Trustpilot

Trustpilot is a global consumer review platform where businesses collect and display customer reviews, helping buyers make informed decisions and companies build trust and social proof online.

Editorial Assessment

Trustpilot is a Denmark-based consumer review platform founded in 2007 by Peter Holten Mühlmann in Copenhagen. It operates one of the world's largest open review ecosystems, with over 300 million reviews posted across more than 900,000 businesses globally. Trustpilot's open model — anyone can write a review for any listed company without an invitation — distinguishes it from invite-only platforms like G2 or Capterra and makes it particularly influential for consumer trust signals in B2C sectors including ecommerce, travel, finance, and telecoms. Trustpilot's TrustScore (1–5 stars based on a Bayesian algorithm) and review count appear prominently in Google search results as review rich snippets, making it a critical piece of local and brand SEO infrastructure. For businesses, Trustpilot offers automated review invitation tools, review widgets for embedding on websites, analytics dashboards, and direct response capabilities to engage with reviewers publicly. Its Business Insights product uses review sentiment to surface product and service improvement areas. Trustpilot went public on the London Stock Exchange (LSE) in March 2021, raising £473 million. A persistent criticism of the platform is its openness — because anyone can post reviews, businesses (and their competitors) have historically abused the system through fake reviews, leading to ongoing enforcement challenges. Trustpilot invests significantly in fraud detection and moderation, but skepticism about review authenticity remains a concern among both consumers and the businesses listed. For SaaS and software companies, Trustpilot is less relevant than G2 or Capterra; its sweet spot is consumer-facing businesses especially in regulated sectors like financial services where compliance-safe public review channels carry legal weight.

Strengths
  • 300M+ reviews across 900K+ businesses — one of the largest consumer review databases globally
  • High Google integration — TrustScore appears as rich snippets in search results boosting brand SEO
  • Open review model increases authentic consumer voice without requiring purchase verification
  • Strong reputation in regulated sectors (finance, insurance, telco) where third-party trust signals matter
  • Automated review invitation tools with email and SMS triggers for businesses
Limitations
  • Open review model is vulnerable to fake and competitor-driven fraudulent reviews
  • Less relevant for B2B SaaS — G2 and Capterra dominate that segment
  • Business response and fraud reporting tools can be slow to resolve disputes
  • Free tier has minimal management features — most useful tools require paid plans

Best For

B2C ecommerce, travel, financial services, and telco businesses needing credible public reviews Brands that rely on Google search visibility where Trustpilot rich snippets appear Businesses in regulated sectors (finance, insurance) needing compliance-safe review channels

Not Ideal For

B2B SaaS companies — G2 and Capterra have more relevant buyer audiencesBusinesses with primarily offline customer bases unlikely to leave online reviewsVery early-stage startups with low review volume (low review count can hurt credibility)

Key Features

Business profile with TrustScore displayed in Google searchAutomated review invitation via email and SMSReview widgets for embedding on websites and checkout pagesSentiment analytics and Business Insights dashboardFraud detection and review moderationGoogle Seller Ratings integration for Shopping ads

Who It's For

B2C ecommerce retailersFinancial services and fintech companiesTravel, hospitality, and telco businessesAny consumer-facing brand needing public review credibility

Integrations

ShopifyKlaviyoSalesforceGoogle AdsHubSpot

Platforms

Web iOS Android

Founders

  • Peter Holten Mühlmann

Products & Tools

Trustpilot for BusinessReview Management
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Business review management platform with automated invitations, analytics, widgets, and Google Shopping integration.

freemium · Free planFrom Free
Review invitationsTrustBox widgetsAnalytics dashboardGoogle Seller RatingsFraud reporting

Sources & Verification

Last reviewed September 2026

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Tags

ReviewsTrustSocial ProofReputation Management

Category

SaaS Companies

Reputation & Reviews

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Official Website

trustpilot.com

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