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Feefo: The Review Platform That Lost Its Way
How a 28M revenue review giant faces a 1.3-star identity crisis
Feefo claims to help businesses make better decisions through authentic feedback, but its own customer feedback tells a different story. With a Trustpilot rating of 1.3/5 from over 850 reviews, the platform that sells trust is drowning in its own credibility crisis.
"When your own review platform scores 1.3/5, you're not solving the trust problem—you're becoming the case study."
The Traffic Paradox
Feefo generates 913K monthly visits with 51% direct traffic—strong brand recognition. Yet organic search only drives 37%, revealing a platform heavily reliant on existing customers rather than new discovery. Their top keyword '1st central' (29K monthly volume) suggests they're being used as a verification tool, not a destination.
The Customer Feedback Irony
The platform's core value proposition is authentic customer feedback, but its own Trustpilot rating of 1.3/5 from 854 reviews exposes a critical flaw. When customers of a reviews platform are overwhelmingly dissatisfied, it raises questions about the platform's usability, customer support, and business model alignment.
Feefo operates in the travel and tourism industry, but its reach extends far beyond. The company's 181 employees generate $28.9M in revenue—approximately $160K per employee. This efficiency suggests a lean operation, but the lack of funding data indicates either bootstrapped success or private equity backing that doesn't require public disclosure.
- 51% direct traffic indicates strong brand recall but limits new customer acquisition
- Tech stack suggests modern frontend (Vite, Tailwind) but legacy dependencies (jQuery)
- Top keywords reveal platform is used as verification tool rather than discovery engine
- 1.3/5 Trustpilot rating creates fundamental credibility paradox
Feefo is a profitable paradox
A revenue-generating machine facing an existential trust crisis. For investors, it's a turnaround play. For founders, it's a cautionary tale about building on a foundation you can't control.
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Turn customer reviews into actionable insights | Feefo
Our review platform helps businesses and consumers make better decisions based on authentic customer feedback from customer and product reviews.
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Reviews (20)
Reviews are censored and published without consensus
I was asked to write a review for a Haier washing machine. Apparently my review did not comply with the rules (like, I was mixing my review of the product with my review of the service). Instead of letting me change it, Feefo published partially and a critical review became a favourable one. Asked them how to edit it, they send me back at the original link that does not work. Do not trust.
My review was genuine against Halfords
My review was genuine against Halfords. They decided it was in the wrong category. You sent it me I reviewed it. You denied it because it was negative. You only accept good reviews. It’s a shame because if I see Feefo on a website I’m going elsewhere.
Dodgy as only allows positive feedback
Dodgy as only allows positive feedback
I have come to the personal opinion that the Feefo review process may not be honest.
UPDATE______ UPDATE Since posting the review below as of 08/01/2026 I have discovered that on its own review site Feefo has seemingly removed all the text in my review leaving only my posting name and the date of purchase of the item in the headline. Worst of all it has changed my single one star to a 5 star ranking UPDATE END ______ UPDATE END I submitted a review of a Currys' product purchased from Currys which highlighted flaws with the product I was sent a message by Feefo saying thet my review was submitted under the wrong section so would not be published until I edited my submission (see copy of message below). In the message Feefo stated that it was replying "ON BEHALF OF CURRYS" and used the Currys logo in its reply. I checked this claim and THE REVIEW WAS SUBMITTED UNDER THE CORRECT SECTION so I am unable to "EDIT" it under a different section. The only way I can edit it is to REMOVE THE CRITICSM of the Currys ' product. I have sent several emails to Feefo with screenshot evidence that the review has been submitted correctly. Feefo has not addressed this issue or come back to me and has not published my review. In the light of these facts I have come to the personal opinion that the Feefo review process may be flawed and in the worst case may not be honest. I would welcome an explanation from Feefo about this and am happy to change my personal opinion if Feefo demonstrates that the evidence I have submitted that shows my review has been correctly submitted is wrong of false. UPDATE______ UPDATE Since posting review below as of 08/01/2026 I have discovered that on its own review site Feefo has seemingly removed all the text in my review leaving only my posting name and the date of purchase of the item in the headline. Worst of all it has changed the single one star raking to a 5 star ranking UPDATE END ______ UPDATE END THE EMAIL SENT BY FEEFO ON BEHALF OF CURRYS "Feefo separates feedback into two sections: a service review and a product review. It appears that some of your service-related comments were submitted under the product section or vice-versa, which may be causing confusion. You can easily edit and resubmit your review by using the same link you originally received to leave feedback. This will allow you to place your comments in the appropriate sections so everything is displayed correctly. If you need any assistance with this, feel free to let us know. Thank you for helping others. On behalf of Currys"
Unreal, fake feedback rates
They have fake reviews,as they take feedback from "happy" customers. The cash for cars feedback is excellent there, because they take feedback from customer who sold cars to there. But if someone not happy with them,not will sell car for them, and can't write feedback. Its so simple scamming
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About feefo.com
Our review platform helps businesses and consumers make better decisions based on authentic customer feedback from customer and product reviews.
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Technology Stack
feefo.com uses 23 technologies across their website including HSTS, cdnjs, unpkg, Cloudflare, and more.
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cdnjs, unpkg
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Traffic & Audience
feefo.com receives approximately 913.1K monthly visitors and ranks #64,831 globally. The website has a bounce rate of 52% with visitors viewing an average of 2.1 pages per visit. Users spend an average of 1:23 on the site.
The majority of feefo.com's traffic comes from undefined, undefined, .
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