The "reputation tax" you didn't sign up for
If you run a business today, you are likely paying a "reputation tax." It comes in the form of a monthly invoice from a platform like Trustpilot, Yotpo, or Feefo.
The premise seems fair initially: they provide trust, you pay a fee.
But look closer at the transaction. Who is actually creating the value?
- You provide the product or service.
- Your customers provide the content (the reviews).
- Your website provides the traffic.
The platform sits in the middle, aggregates your customer content to boost their SEO domain authority, and then sells you back the right to display it on your own site.
This isn't software-as-a-service. It's rent-seeking.
The Feature Gate Strategy
Legacy review platforms operate on a "Hostage Model." They hook you with free collection, then systematically gate the features you need as you grow.
The timeline of Trustpilot's feature gating is a masterclass in squeezing leverage:
- 2021: Review responses moved behind the Standard plan ($199/mo). Want to defend your brand? Pay up.
- 2022: Widget customization restricted to Plus. Want it to match your brand? Pay up.
- 2023: API access locked to Enterprise. Want to build custom flows? Contact sales.
- 2024: Data exports gated. Want to leave? Good luck.
They know that once you have 500 reviews, the switching cost feels insurmountable. So they can charge whatever they want.
The Math: Marketplace vs. Infrastructure
There is a fundamental difference between a Marketplace (Trustpilot) and Infrastructure (Reviewlee).
A Marketplace sells you access to an audience (or in Trustpilot's case, the illusion of an audience). Infrastructure gives you the tools to build your own asset.
Here is the cost breakdown for a mid-size business (1,500 reviews/year):
| Feature | Trustpilot (Marketplace) | Reviewlee (Infrastructure) |
|---|---|---|
| Philosophy | They own the data | You own the data |
| Widgets | Branded (Free advertising for them) | Unbranded (Focus on you) |
| API Access | Enterprise (~$15k/yr) | Included in all plans |
| Data Export | Restricted | One-click JSON/CSV |
| Annual Cost | ~$7,188 (Plus Plan) | ~$588 (Growth Plan) |
That is a 91% difference. But the money isn't even the biggest cost.
The invisible cost: SEO Leakage
When you use a review marketplace, you are actively leaking SEO value.
Every time a user searches "[Your Brand] Reviews" and clicks on a Trustpilot link, Google signals that their domain is the authority on your reputation. You are paying them to outrank you for your own brand keywords.
With Review Infrastructure:
- Reviews live on your domain.
- Rich snippets (Star ratings in Google) point to your pages.
- You build long-term domain authority that no one can turn off.
Breaking the Cycle
The fear of switching is designed into the system. "If I leave, I lose my stars."
This is false.
- GDPR & CCPA guarantee your right to your data. You can export your reviews.
- Recency matters more than history. A 5-star rating from 2019 is irrelevant to a buyer in 2026.
- Reviewlee allows you to import historical data to keep your baseline, while you build your new, independent reputation.
Stop renting your reputation. Start building it.
Ready to own your review data? Compare features on our Reviewlee vs Trustpilot page, or start your free trial.