Feefo – the competitive edge and expansion

The competitive edge
The competitive edge

Feefo, a contraction of ‘Feedback Forum’, is a ratings and reviews provider that verifies the legitimacy of the reviewer. Merchants can use Feefo to generate ratings and reviews on their behalf, and consumers can be sure that they are all from a real customer. SME caught up with founder Andrew Mabbutt to find out about the future of the company…

Who are your biggest competitors? What makes your company special compared to its competitors?

In the travel industry for example, we see Trip Advisor as the dominant review platform. Of course, Trip Advisor is a worldwide brand, visited by millions but increasingly, there are issues with the validity and credibility of the reviews being collected. Anyone can write a review and this leaves such a platform open to abuse. There are a number of other review platforms out there that have the same problem. Feefo is the UK’s leading independent customer feedback platform and our ambitions are to build our number one position in the UK to become the global leading brand for verified, audited customer feedback and reviews.

What countries do you operate in?

We have our HQ on a beautiful working dairy farm in the middle of Hampshire, housing 70+ of the Feefo team and growing. We have opened up an office in Central London recently and this year we were excited to start our global expansion, with the opening of an office in Boston, US and Sydney, Australia. Feefo has merchants using its service in more than 40 countries globally and we have translated the consumer journey into 30-plus languages including Mandarin Chinese and even Indonesian.

What is your vision for the future? Are you looking to expand?

The vision for Feefo is that we will become the most trusted feedback provider in the world and that Feefo will grow into a verb, just like Google has.