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Trustpilot, based in Copenhagen, operates a platform for independent business and consumer reviews, leveraging its SaaS model for revenue. Its core strength is promoting transparency and fostering a global community of trustworthy reviews, setting it apart from niche review sites and social media. However, maintaining credibility and combating fake reviews remain significant challenges. With backing from investors like Index Ventures and Northzone, Trustpilot is well-positioned for growth in business intelligence, data analytics, and ecommerce. Trustpilot’s success hinges on its commitment to transparency and user trust in a skeptical consumer market.