Trustpilot Logo

Peter Holten Mühlmann founded Trustpilot in Denmark in 2007, conceiving the company as a platform for consumers to share and learn about company reviews. The initiative was aimed at building trust and transparency between companies and their customers. By the end of 2009, the platform already had more than 20,000 reviews of businesses, and by 2020, the number of reviews would increase to 100 million.

In its early years, Trustpilot received financial backing from SEED Capital in 2011, and as its popularity grew, it attracted investment from big names such as Northzone and Vitruvian Partners. The company later introduced paid subscription offers, allowing businesses to collect feedback and explore related data more effectively.

In 2021, Trustpilot made a significant leap: it debuted on the London Stock Exchange through an IPO, and its valuation surpassed the $1 billion mark. However, it was not without its problems. The platform has been criticized for its alleged practice of companies hiding or erasing unfavorable reviews and the issue of fake reviews. Despite these challenges, today, Trustpilot boasts an extensive repository of over 140 million reviews, covering over half a million companies worldwide, and continues to send out 40 million invitations for reviews each month.