Feefo is the Gold Standard in customer reviews

Reviews shape almost every purchase decision we make. Where to stay. What to buy. Which service to trust with our money, our time and often our wellbeing. When they are genuine, reviews become one of the most helpful forces in modern life. They give people a voice, help good businesses stand out, and guide others towards choices they can feel confident about. They save customers time, money and worry by helping them make better informed decisions.

The problem is not reviews themselves. It is what happens when anyone, anywhere, can post one. On open platforms, fake posts, biased opinions and bots can slip through. Studies suggest that on some sites, as many as one in three reviews may be unreliable or manipulated, which can distort the picture for everyone. That does not mean reviews are broken. It means purchaser verification has become essential if reviews are to retain the trust they deserve.

Feefo exists because we believe in the power of genuine feedback. We are a purchaser-verified reviews and insights platform. This means that every review can be linked to a verifiable purchase or experience.

That single safeguard changes everything. It minimises the possibility for misuse, prevents bots and fabricated opinions, and restores reviews to what they were always meant to be: real feedback from real customers, based on real experience.

And this matters for all parties. It gives consumers confidence that they are reading something genuine (and therefore accurate), and it gives businesses clarity about what they are doing well, and where they can improve.

Challenger in the sector. Leader in integrity.

Feefo is one of the oldest review brands in the world. Founded in 2010, Feefo built itself on strong foundations, growing genuine review by genuine review.

Feefo was founded on a clear principle. Reviews should only come from real customers. That belief has shaped the platform since day one and continues to guide everything we do. Invitations are sent only to customers, which means every review on the platform has a clear link back to an actual purchase or service experience. This is supported by specialist compliance teams, human and AI-powered fraud moderation and careful checks designed to keep fake and hidden incentivised feedback out.

In a sector now facing tighter regulation, this approach matters more than ever. New rules such as the DMCC Act - and similar legislation around the world - are calling time on fake reviews and making authenticity a legal, as well as a moral issue. Feefo customers are already aligned with these expectations because verification and moderation have always been built into the platform.

Feefo does not claim integrity as a slogan. It is built into the way the platform works.

We are guardians of genuine reviews, not critics of the review sector

The value of reviews depends on trust. Reviews have transformed how people choose what to do and where to spend. Most customers now look at reviews before they buy, and businesses rely on feedback to guide investment and improvement. The challenge is that in a noisy market, people are no longer sure which reviews they can believe, or trust.

Feefo’s role is to bring integrity back into the picture. To be the guardian of genuine reviews, not a critic of reviews themselves. The platform champions all the good that reviews can offer and prevents unverified or fabricated opinions from entering in the first place. By ensuring that every review comes from a verified customer, Feefo protects the credibility of reviews as a whole and keeps them useful for everyone.

We see reviews as a shared asset. Customers need them to feel confident. Businesses need them to improve and grow. Regulators expect them to be honest and traceable.

Feefo stands in the centre as a trusted partner who ensures that the feedback is real, constructive and grounded in actual experience.

For customers: Confidence at the point of purchase

For someone looking to make a purchase, the promise is simple. When you see the Feefo name, you know exactly what you are looking at. Every review comes from someone who has bought the product, stayed at the hotel, flown with the airline, or used the service. No proof of purchase, no Feefo review.

That assurance changes how people read reviews. Instead of wondering whether a glowing comment is paid for, or a harsh one is planted by a rival, they can focus on what really matters. Feefo reviews capture the detail of genuine experience. What people liked. Where things fell short. The small touches that surprised them. The issues that mattered most.

Verified customers with different priorities and use cases share their experiences, giving readers trustworthy insights from multiple perspectives. This is as the altruistic dimension of the reviews ecosystem.

This helps them decide whether a product or service is right for them, rather than simply whether it was liked in general. A thoughtful three-star review can be as useful as a glowing five-star evaluation, especially when it highlights something particularly important to the reader.

Feefo also encourages customers to look beyond a single rating. When you read across multiple reviews, trends emerge. That wider view is often what turns a hesitant browser into a confident buyer. It means people can make informed decisions quickly, saving time, money and worry.

The result is simple. Customers can make decisions based on reviews they know are genuine, detailed and balanced. It removes much of the stress from choosing in a crowded market and brings trust back into the buying journey.

For businesses: Trust that enhances reputation, grows revenue and builds resilience

For brands, Feefo is much more than a way to collect reviews. It is a way to build a stronger, more resilient relationship with their customers.

First, verified reviews build trust. When potential customers see that a review is backed by a real purchase, confidence improves. Feefo clients report higher conversion rates, more confident buyers, and stronger engagement once their verified ratings and reviews are made visible at key moments in the journey. Authentic proof from real customers is one of the most compelling forms of marketing a business can have.

Second, verified and traceable reviews protect reputation. In a world where fake reviews are a growing concern for regulators and platforms, Feefo provides a defensible, purchaser-verified record of what real customers have said. This is especially important in sectors where decisions carry extra weight, such as travel, financial services, healthcare, utilities and education – businesses where data integrity is a ‘must have’, not a ‘nice to have’.

Third, Feefo turns verified feedback into valuable insight. Through a suite of insight tools, businesses can look far beyond star ratings. They can segment reviews by product, location, store, channel or demographic. They can see how sentiment changes over time and how different parts of the business perform against each other. They can generate actionable insights based on their consumers’ real-world experience. Intelligent analytics and human expertise reveal what customers genuinely value and where improvements will make the biggest difference.

This helps businesses refine products, improve service, fix issues early and invest in the areas that matter most to those that buy from them. Over time, this creates better experiences and more satisfied customers, which naturally leads to stronger reviews and sustained growth: data with integrity providing insight that matters.

Feefo also integrates with major ecommerce and marketing platforms, making it easy to display verified reviews on site, in search results and across campaigns. In every case, the power comes from the same place: authentic insight from genuine customers

Insight that closes the circle for customers and businesses

The real power of verified reviews lies in the positive loop they create. Customers gain confidence, because they can trust that every Feefo review reflects a real experience. This leads to better decisions, fewer disappointments and a clearer sense of which brands are right for them.

Businesses benefit from that same confidence. When customers can see that a company’s reviews are genuine, they are more willing to buy. Brands can then use Feefo insights to understand what is working, what needs attention and where improvements will make the greatest difference. These insights help teams focus on what matters most: addressing the now and improving the experience for the future.

Better experiences lead to better reviews. Better reviews attract more of the right customers. More genuine feedback gives businesses a clearer picture of what people value. In turn, that clarity guides the next improvements and strengthens the cycle.

In a noisy and potentially confusing review landscape, Feefo brings order and clarity. Customers want confidence. Businesses want credibility. Regulators want honesty. Feefo brings all three together with verified reviews, reliable technology and human expertise.