Feefo doesn't really do the "anyone can post anything" thing. It is built around closed-loop, invitation-only reviews — the platform sends a unique link to a verified customer after a real transaction, and only those people can leave reviews. The verification model is genuinely tighter than open-posting platforms. The commercial model is genuinely paid-for by businesses.
Feefo is a closed-loop review service. The business uploads or syncs a list of recent customers (or transactions), Feefo emails each customer a unique invitation, and only that customer can leave a review through that link. Reviews are then displayed on the brand's Feefo page and, via widgets, on the brand's own website.
Because every review is tied to a real customer record, Feefo can carry a "verified buyer" mark with more substance behind it than open-posting platforms. The platform also publishes service and product reviews separately.
Feefo is sold to businesses as a higher-trust alternative to open platforms — particularly in financial services, insurance, travel and home improvement, where regulators and customers are sensitive to claims that can't be substantiated. Awards programmes, badges and on-site widgets are part of the proposition.
Pricing is bespoke and sits towards the higher end of the market. Businesses commit to invitations as part of their CRM flows, and Feefo handles invitation cadence, response collection and reporting.
Feefo is what happens when a review platform decides the open internet is, on balance, more trouble than it's worth. The reviewers are real customers. The sample is the customers the business chose to invite. The badges are gold and platinum. The trade press pieces write themselves: a platform whose differentiator is that the review economy's worst tendencies have been politely ushered out of the building.
For consumers, a Feefo page is genuinely more reliable in one specific respect: every reviewer transacted with the business. That is a real advantage, particularly when researching long-purchase-cycle products like insurance or holidays. The trade-off is selection — the sample is by definition only the people the business decided to invite. As a reading habit, treat the score as a service-quality signal among invited customers, not a market-wide popularity contest.
For businesses, Feefo is a strong fit when independent verification of every review matters more than headline volume.
Feefo is closed-loop and invitation-only. Trustpilot is largely open-posting. Both are paid for by businesses; the verification rigour is structurally higher on Feefo, the volume is structurally lower.
No. Only customers who have received a unique invitation link from the business can leave a review.
They are independent of the business being awarded, but they are awarded by Feefo, against Feefo's published criteria, to Feefo's customers. They are not regulator-issued accreditations.
As with other UK review platforms, Feefo is subject to general UK consumer protection law and CMA guidance. It is not separately regulated as an industry.
Closed-loop volume is a function of how many invitations the business sends. Smaller customer bases produce smaller review counts.