Small Danish company Trustpilot has become a surprise AI winner
Trustpilot’s profits jumped nearly threefold in 2025, thanks to AI chatbots eager to cite its website in their responses.
Software stocks have taken something of a pummeling by AI. But Trustpilot, a small Danish company founded in 2007, has become a rare winner, as good old-fashioned human opinions have become a gold mine in the ChatGPT era.
Yesterday, the company revealed that its operating profit nearly tripled last year to $16 million, pushing its stock up more than 30%.
In the words of CEO Adrian Blair, Trustpilot has “seen a dramatic rise in the visibility of Trustpilot in AI models, given the immense scale, recency, and authenticity of the feedback we host,” especially with the rise of agentic commerce, which treats Trustpilot’s “human content” as a reliable source of information to determine which merchants to recommend to shoppers. The company highlighted that click-throughs from LLM search rose 1,490% year on year, while its website was ranked as the fifth-most-cited domain in ChatGPT globally in January 2026. Not bad for a company with only some 1,000 employees.
And all of that increased traffic is boosting Trustpilot’s top line, with the company’s revenue jumping 25% in the latest half-year results to $138 million.
So how does Trustpilot make money?
Put simply, Trustpilot charges businesses subscription fees to manage, showcase, and collect verified customer reviews.
More recently, Trustpilot has been focusing on larger enterprises and high-paying clients — from which that traffic bump is “driving heightened interest,” per the company’s earnings call, as the company benefits from the fact that customers who shop through AI chatbots tend to have a stronger intention to purchase than regular search.
Now, Trustpilot seems to have found itself the beneficiary of a virtuous cycle. A greater volume of reviews gives it more authority with the LLMs, which drives more consumers to the right products or brands in chatbots, which means businesses want to ask more customers for reviews, which means more reviews... and so on and so forth.
And looking forward, Trustpilot wants to turn that trust into cold hard cash, with the company targeting a 30% margin by 2030, up significantly from 16% in 2025.
