Cynicism around customer reviews prompted Georgina Nelson to create TruRating, which collects customer feedback at the time people pay for a product or service.

Customer reviews are valuable to retailers and restaurants that need to boost sales and loyalty, and improve their products and services.

The company has partnered with payment providers and banks to gather feedback when people are at a point of sale terminal. They are asked to rate their experience on a scale of 0-9 from questions such as ‘Please rate the atmosphere/service’ to ‘How likely are you to recommend?’.

Businesses access the answers from people who have actually used their service via a TruRating analytics dashboard, which provides valuable consumer data and insight.

The company has so far raised more than £13.7m in funding. The last series A funding round in August 2016 raised £9.5m and was led by international investment office Sandaire. Founder Nelson was formerly on the legal team at consumer interests organisation Which?.