Trustpilot is shifting the focus from collecting feedback to acting on it. The review platform just rolled out a fresh set of features built for companies that want more than just star ratings.
These new tools help companies make smarter decisions by using the reviews they already have. Instead of just showing off happy customers, brands can now pull real insights and adjust how they market, sell, and respond. Trustpilot calls this the next step in making trust measurable—and profitable.
Trust Is More Than a Buzzword
Trust isn’t a nice-to-have. It’s a bottom-line factor. According to PwC’s 2024 Trust Survey, nearly half of consumers said they spend more with companies they trust. Over a quarter are even willing to pay extra.
But there’s a big disconnect. While 90% of business leaders think their company is trusted, only 30% of customers agree. That gap creates risk—and opportunity.
Alicia Skubick, Trustpilot’s Chief Customer Officer, puts it plainly: “Feedback means nothing if it just sits in a database. What matters is what you do with it.”
What’s New—and Why It Matters
The latest features are built to help companies turn everyday reviews into something more actionable. Trustpilot users can now:
Gather better input after a review
With review follow-up, businesses can send a short questionnaire immediately after a review is submitted. This lets them collect deeper feedback without guessing what the customer meant.
Understand customer behavior
The visitor insights tool gives a clearer view of how people interact with a review page. This helps teams figure out what’s working, what’s missing, and where interest is coming from.
Monitor performance in one place
Analytics explorer brings together all major metrics—like TrustScore, number of reviews, profile traffic, and search impressions. Everything updates in real time.
Highlight reviews more effectively
With flex widgets, businesses can filter and feature reviews on their sites based on keywords, ratings, or how recent the post is. This gives marketers more control over which reviews appear where.
Build better trust ads
Using asset builder, teams can create branded review assets for social and paid ads. According to London Research, ads with Trustpilot stars are nearly 2.5 times more convincing than those without.
Real Feedback, Real Application
Josh Cocciardi from Fiserv has already seen the upside. His team uses Trustpilot to collect and study customer opinions. He says the new features cut the guesswork and make action easier.
“When the data’s clear, you don’t waste time,” Cocciardi said. “It helps us respond faster, fix issues quicker, and market smarter.”
Why This Could Shift Strategy for Many Brands
Companies often invest heavily in feedback tools but don’t always follow through. Surveys get read. Reports get built. But the action stops short.
Trustpilot’s updates are built to keep things moving—pushing insights from review to execution. By connecting teams like marketing and customer service, businesses can avoid working in silos. And more alignment usually leads to better decisions.
The push here isn’t about collecting more reviews. It’s about using the ones you already have to fine-tune strategy, improve conversions, and build trust that actually sticks.
Turning Feedback Into Forward Motion
The review space is full of noise. Stars, scores, comments—they’re everywhere. But most brands still struggle to do anything useful with them.
Trustpilot’s new features aim to change that. With a sharper toolset and a focus on outcomes, businesses now have better ways to read the room—and respond in kind.
More details on the updates are available at business.trustpilot.com.
