Feefo

The company operates a B2B SaaS model focused on customer feedback and user-generated content. It provides brands, retailers and other organisations with tools to request reviews from customers, manage those reviews, syndicate them across a merchant network, and display them via APIs and embeddable widgets on websites and other digital channels. Additional modules support social UGC aggregation, AI-generated replies, pre-launch product testing and awards based on verified service performance.

Value is created by helping clients obtain a higher volume of authentic reviews more quickly, re-use those reviews in commerce and marketing touchpoints, and derive operational benefits such as faster response workflows and richer customer insight. The platform also offers a consumer panel to generate early trial reviews and a recognised awards programme that clients can apply in their marketing and internal recognition. The company is owned by a private equity firm and grows both organically and via acquisitions in the reviews and ratings space.

Feefo is a UK-based provider of a SaaS platform for collecting, managing and displaying verified customer reviews and other user-generated content for brands, retailers and other businesses. Its tools include feedback collection, syndication of reviews across a merchant network, APIs, widgets for websites, AI-generated replies, and programmes to source trial reviews via a managed consumer panel.

The company generates revenue by selling tiered subscription packages to business customers, with pricing linked to the volume of feedback requests and access to advanced features. Its clients are businesses that want to increase trust, conversion and customer insight using verified product and service reviews, ratings and visual UGC, rather than consumers themselves, who only participate as reviewers or panel members.