# Trusted: Information technology & services, London, United Kingdom > Trusted: Trusted is the system of record for customer advocacy. Based in London, United Kingdom. Founded 2025. Source: https://millionrounds.com/startup/trusted (Millionrounds; every figure on the page links to its filing or article) United Kingdom · [Information technology & services startup](https://millionrounds.com/companies) # Trusted Trusted is the system of record for customer advocacy. Funding reported Last round: Seed Information technology & services London, United Kingdom Company summary - **Founded:** 2025 1 year old - **Team:** 12 11 to 50 people - **Funding reported:** 1.3M as listed, currency not stated - **Last round:** Seed Apr 2025 How sure we are - ✓ **Listed** We know it exists and what it does - 2 **Funding reported** A company dataset reports a raise - 3 **Observed** A filing or a dated announcement confirms a round No round for Trusted has been confirmed by a filing or an announcement yet, so nothing here counts toward an investor's record. [How we decide](https://millionrounds.com/methodology) ## About Trusted Trusted is the system of record for customer advocacy. A single workspace that finds, recruits and manages advocates, matches them to buyers in active deals, and connects advocacy activity to revenue impact. Sales teams request references directly from Salesforce opportunities. AI-powered matching connects prospects with customers who've solved similar challenges. Advocacy teams approve every match, and Trusted coordinates the process from request to completed call. References stop being a bottleneck and start accelerating deals. Trusted manages the full advocacy lifecycle across ten request types including customer stories, reviews, advisory boards and events. Advocates control their profile and availability through a personal dashboard and can pause at any time, preventing fatigue. Through its Qualtrics integration, NPS and CSAT feedback automatically surfaces potential advocates for review. Reporting tracks growth, segment representation and activity, helping teams demonstrate impact. Built for the enterprise, Trusted supports SSO, MFA and role-based permissions. With the Trusted MCP, teams can discover advocates and book reference calls directly from Claude and other AI assistants. ## What company datasets say Trusted raised Funding, as reported Reported in all **1.3M** in the source's currency Last round **Seed** Last round size **1.3M** Last round date **Apr 2025** Investors listed **1** ## Founders and team From Trusted's own website: 3 founders, 5 on the team. **Emma Roffey** Founder & co-CEO **Paul Button** Founder & co-CEO **Roger Barr** Founder & CTO - **Ami Tank** VP Marketing - **Faith Wheller** VP Marketing - **Kevin Lau** VP Customer Marketing - **Antonio Dota** Program Manager - **Claire Grove** Director, Global Customer Advocacy ## The company, in detail What they build Known for management consulting b2b enterprise saas customer engagement enterprise customer advocacy scalable advocacy solutions ai models enterprises ai and machine learning peer review validation information technology & services enterprise saas large language models trust as a growth engine enterprise software real-time customer interactions ai-powered engagement Built with from their website Canva Atlassian Viewport Meta webpack OpenAI Apple Business Manager New Relic AI Piwik PRO Priority Hints +8 more React Microsoft Exchange Microsoft 365 Apps & Services Mobile Friendly Vercel Open Graph Anthropic Claude Next.js - **Sector:** Information technology & services - **Industry code:** NAICS 54161, 513210, SIC 7375, 7372 ## Information technology & services in United Kingdom Startups like it - [**Wayve** London · founded 2017 *Raised*](https://millionrounds.com/company/wayve) - [**CuspAI** Cambridge · founded 2024 *Raised*](https://millionrounds.com/company/cuspai) - [**PhysicsX** London · founded 2019 *Raised*](https://millionrounds.com/company/physicsx) - [**Synthesia** London · founded 2017 *Raised*](https://millionrounds.com/company/synthesia) - [**Tessl** London · founded 2024 *Raised*](https://millionrounds.com/company/tessl) - [**Fractile** London · founded 2022 *Raised*](https://millionrounds.com/company/fractile) - [**Nothing** London · founded 2020 *Raised*](https://millionrounds.com/company/nothing) - [**Behavox** London · founded 2014 *Raised*](https://millionrounds.com/company/behavox) ## Is this your company? Add your raise, your deck and your story, and put Trusted in front of investors. Or tell us what we have wrong. [List your startup](https://millionrounds.com/list-your-startup)[Send a correction](https://millionrounds.com/corrections)