Trustpilot Group plc

Trustpilot Group plc is a Danish consumer business operating a global review website that connects consumers and businesses through shared experiences. Founded in 2007, its mission is to bring businesses and people together to create ever-improving experiences for everyone, aiming to be a universal symbol of trust. The company is headquartered in Copenhagen, Denmark, with additional offices in major cities worldwide, including London and New York.

Trustpilot operates on a freemium model, offering free services for businesses to collect and respond to reviews, while generating revenue from subscription-based customers. These paid services include marketing tools, advanced analytics, automated review invitations, API access, and on-site display widgets. The platform serves both consumers, who use it to make informed purchasing decisions, and businesses, which leverage it for reputation management, customer insights, and conversion optimization. Its primary market segments include e-commerce, retail, financial services, and telecommunications, catering to both small and medium-sized enterprises (SMEs) and a growing number of enterprise clients. While having a strong presence in the UK and Western Europe, North America is a key focus for expansion.

Adrian Blair assumed the role of CEO in September 2023, succeeding founder Peter Holten Mühlmann, who transitioned to a non-executive board member. Trustpilot reported strong financial performance for fiscal year 2025, with bookings increasing by 22% to $291 million and revenue climbing 24% to $261 million, exceeding market expectations for adjusted EBITDA. The company has actively engaged in share buyback programs, extending one by up to £10 million in early 2026. Trustpilot continues to prioritize combating fake reviews, having removed 7.8 million fake reviews in 2025 through new AI-enabled fraud detection technology. The platform's relevance is growing in the context of AI-driven search, contributing to increased enterprise new business. However, in April 2026, Trustpilot faced scrutiny from UK Members of Parliament for hosting reviews of illegal casinos, leading to the removal of related affiliate review pages.