Trustpilot

Trustpilot is Europe's most influential online review platform, founded in 2007 in Denmark by Peter Holten Mühlmann. In nearly twenty years, it has built a database of over 300 million verified reviews on more than 1 million companies worldwide — becoming the trust infrastructure of online commerce, the place consumers visit before purchasing and where businesses manage their digital reputation. The business model is B2B: companies pay a subscription for access to advanced review collection tools, sentiment analysis, customer response management, and star rating integration in Google search results. The base level is free for consumers and companies, while paid business plans offer features that transform reviews into a marketing and customer intelligence tool. Trustpilot has been listed on the London Stock Exchange since 2021. In 2025, it launched a £30 million share buyback programme. The platform is under continuous regulatory scrutiny: in March 2026, Italy's competition authority (AGCM) imposed a $4.6 million fine for misleading practices in verifying review authenticity — a central theme in the ongoing debate about the role of review platforms in the digital economy.