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Customer reviews, insight and analytics SaaS platform

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The buyout represents the next chapter for the brand, initiating even more growth and innovation. Feefo is a great business run by ambitious people and will no doubt continue to do amazing things

Tony Wheble, CEO at Feefo

Business Profile

SaaS based consumer ratings and reviews platform, which harnesses the power of authentic consumer reviews to improve online sales, enhance digital marketing and provide valuable consumer insights and analysis to ecommerce customers.

Leading provider of verified and trusted feedback solutions in the UK to a range of blue-chip merchants in a wide range of sectors including retail, travel, financial services, property and recruitment.

Uses machine learning, AI technology and a high volume of user generated content to enable merchants to draw reliable consumer insights, key trends and behavioural analysis, fix issues in real-time, tailor digital advertising towards key review themes and improve the customer experience.

In September 2021, Feefo acquired Reevoo, a reviews and ratings provider offering managed services to enterprise level organisations.

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Investment Date
November 2018
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Key Strengths

Vespa Capital invested in Feefo in November 2018 attracted by its trusted feedback model differentiating it from its UK and US competitors. Growth will be generated through continued penetration of the market and delivering additional analytics services to existing merchants, whilst expanding its feature capability and geographic / sector reach.

  • Strong and experienced management team, led by a dynamic senior team who are highly motivated to grow the business into a market leader in customer experience management solutions.

  • Leading provider of verified and authentic ratings and reviews, as a result of the invitation only collection model that ensures only verified consumers are able to leave reviews.

  • Significant intellectual property present in Feefo’s proprietary technology platform and valuable first party data set. 

  • Attractive growth opportunities present through further developing customer relationships and upselling of enhanced data and insights products, continued penetration of new verticals in the core UK market and developing Feefo’s presence internationally.


What our clients say

The level of experience, integrity and effective execution meant that Vespa Capital were the right choice for Feefo. They recognised the unique opportunity we have in the market and shared our vision for growing Feefo into one of the most innovative customer experience management platforms.

What our clients say