As we close the chapter on 2025, it’s clear this has been a landmark year for Feefo and our customers. Every major release, from our infrastructure upgrades to our cutting-edge AI tools, was guided by a single mission: to help you build deeper trust, maximise collection rates, and unlock actionable intelligence from every piece of customer feedback.
Here is a look back at the key features and enhancements that defined our year.
Q1: Foundations of Speed and Compliance
The year began with a focus on building a faster, more accessible, and compliant foundation.
- Widgets 2.0 Release: We completely revamped our On-page, pop-up, slide-out widgets with new Feefo stars. This focused on improved accessibility and laid the groundwork for advanced customisation later in the year.
- Data Ingestion 2.0: Major improvements were rolled out to our data ingestion processes, including automated product catalogue syncing and real-time sales upload validation, ensuring your feedback ecosystem remains accurate and up-to-date at scale.
- Omni-Channel Beta Launches: We started testing two major channels with the WhatsApp Discovery Beta for automated follow-ups and the In Mail Collection Beta, allowing customers to leave feedback directly in their inbox for frictionless submission.
Q2: Building Trust and Enhancing Data Flow
In Q2, we focused on rolling out critical compliance features and improving core reporting capabilities.
- DMCC-Compliant Review Labels: To align with the latest regulatory changes, we launched clear, at-a-glance review labels that help your customers instantly understand the source and trust level of every review, setting the standard for review transparency.
- Data Management Enhancements: We introduced enhancements to the sales upload process and Syndication matching to further the reach and impact of your customer feedback.
- Enhanced Feedback Report: We launched powerful new enhancements, including the ability to filter by three tag keys, a new Child Merchant filter, and a toggle to switch between aggregated and individual views for deeper, more precise insights.
Q3: Smarter Workflows and Deeper Insights
Q3 streamlined platform usage and introduced powerful AI and analytical tools to elevate your daily workflows.
- Hub Navigation: A redesigned main navigation area, in the Hub, made finding tools, settings, and information faster, resulting in reduced friction and a modern interface.
- Essential Analytics Launch: We released a core set of fundamental reports and dashboards, giving you immediate visibility into your most critical operational metrics for clearer performance benchmarks and data-driven decisions.
- In Mail: In Mail features was released, including the ability to process actions directly within the email for simplified one-click workflows.
Q4: The Intelligence and Customisation Power-Up
We closed the year with major releases focused on optimisation, channel completion, and total control over your customer-facing assets.
- A/B Email Testing Tool: This high-impact feature empowers you to test Template, Subject Line, and Scheduling variables, allowing for strategic optimisation and actionable metric analysis to maximise collection rates.
- WhatsApp Integration: Following a successful beta, the full WhatsApp Reviews channel was launched at our Inaugural Masterclass. The channel ensures high engagement, expanded demographic reach, and enhanced brand trust through mobile-first communication.
- Collection Funnel Report: The new Collection Funnel Dashboard provides a central hub for analytics, giving you a high-level snapshot and the ability to drill down into channel-specific data to visually identify and optimise drop-off points.
- Badges & Product Stars: Leveraging the foundation of Widgets 2.0, we released fresh new styles and extensive customisation options for Badges and Product Stars, including multilingual support and transparent designs.
- In Mail Update: We enhanced the In Mail editor with the ability to edit the subject/title/description, change the Mail Title font size (S, M & L), and added visual elements like Smilies and NPS coloured scales for a more engaging experience.
- Treefo Update: We renewed the Treefo initiative with optimised email templates featuring a graphical asset, designed to further increase customer response rates and support sustainability goals.
Looking Ahead
2025 was a year of establishing an intelligent, compliant, and highly customisable platform. Every feature, from the Hub Navigation update to the Social engine, was designed to place you, the user, in control and maximise the value of your customer relationships.
We’re excited to carry this momentum into 2026, where we will continue to focus on seamless integrations and innovative solutions. Thank you for making this our most transformative year yet!
What was your favourite feature of 2025?
