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Trustpilot Group plc (LON: TRST) continued its £30m share buyback programme with another 230,000 shares repurchased as the stock trades close to 12‑month lows around 170p. Here’s what investors need to know on 19 November 2025.
Overview: A busy day for Trustpilot on 19 November 2025
London-listed Trustpilot Group plc, the online review platform behind millions of consumer ratings, was back in the headlines today, 19 November 2025, for two reasons:
- A fresh Regulatory News Service (RNS) announcement confirming more share repurchases under its ongoing buyback programme. [1]
- External market commentary highlighting that Trustpilot shares are trading near new 12‑month lows, despite solid growth and generally positive analyst sentiment. [2]
At the same time, the company is still leaning into growth: H1 2025 results showed double‑digit revenue gains, expanding margins and strong cash generation, supporting the decision to return cash via buybacks. [3]
Trustpilot buys back another 230,000 shares
The key regulatory news today is a new “Transaction in own shares” announcement released via the London Stock Exchange and Investegate. [4]
According to the filing:
- Date of purchase: 18 November 2025
- Number of ordinary shares bought: 230,000
- Price range paid: from 171.60p to 174.30p
- Volume‑weighted average price (VWAP): 172.61p per share
- Purpose: all repurchased shares are intended for cancellation
The company stresses that the repurchases are being made in line with the share buyback programme announced on 16 September 2025, which authorised up to £30 million of buybacks following a strong first‑half performance. [5]
Today’s announcement follows a near‑identical RNS published yesterday (18 November) covering trades executed on 17 November 2025, when Trustpilot also bought 230,000 shares, this time at prices between 171.60p and 178.70p, again for cancellation. [6]
How far along is the buyback?
The latest RNS provides a running total:
- Since 16 September 2025, Trustpilot has repurchased 6,685,460 shares for cancellation
- Aggregate cost so far: roughly £13.65m, excluding dealing costs [7]
For context, third‑party data suggests Trustpilot currently has a little over 400 million shares in issue. [8]
That implies the company has already bought back around 1.6% of its share capital in just over two months.
A separate corporate action earlier in 2025 authorised a £20m equity buyback, underscoring that the current programme is part of a broader capital‑return strategy rather than a one‑off decision. [9]
Share price: volatility around fresh 52‑week lows
While management is buying back stock, the market has been selling.
Market data for 19 November 2025 shows: [10]
- Opening price: 170.70p
- Intraday high: 173.90p
- Intraday low: 169.00p
- Close: 170.80p
- Daily volume: about 17.2 million shares, far above the typical 1–4 million shares traded on recent sessions
On 18 November, the stock dipped to 168.90p, now recorded by several data providers as the new 52‑week low, versus a 12‑month high of 361.50p — a reminder of how sharply sentiment has reversed since earlier in the year. [11]
External commentary: “new 12‑month low” and heavy volume
Financial portal MarketBeat today flagged Trustpilot as hitting a new 12‑month low, noting that: [12]
- The shares recently traded in the low‑170p range on heavy volume (over 2.1 million shares in Tuesday’s session alone).
- Despite the price weakness, the stock still carries a “Moderate Buy” consensus rating, with an average analyst price target of around 340–341p — roughly double the current share price, according to its data.
Separately, another share‑price history source confirms that between 17 and 19 November, TRST fell from 174.20p to 170.80p, with volumes tending to spike as the price slid below 180p. [13]
Analyst views: mostly bullish fundamentals, cautious technicals
Analysts are not in full agreement on Trustpilot, but the bias remains broadly positive.
- MarketBeat’s tally points to three Buy ratings and one Sell, giving a Moderate Buy consensus and a mean target price of roughly 340.75p. [14]
- A separate analysis from DirectorsTalk suggests a wider analyst universe: 8 Buys, 2 Holds and 1 Sell, with an average target of about 323p and a stated “potential upside” of roughly 78% versus recent prices when that note was published. [15]
Meanwhile, AI‑driven research on TipRanks characterises the stock as “Neutral” today: [16]
- It highlights strong revenue growth and improving profitability,
- but also notes bearish technical momentum and a valuation that screens as demanding on some forward multiples.
The message from the Street is therefore nuanced: fundamentals look better than the chart, but investors remain wary, especially after the share price has more than halved from its 12‑month high.
Insider and management signals: CEO buying alongside buybacks
One reason some investors are paying close attention to Trustpilot is the behaviour of insiders.
In late October 2025, CEO Adrian Blair purchased: [17]
- 49,623 shares at 200p on one day, and
- 74,300 shares at 201p the next
These two transactions alone totalled close to £249,000 of personal investment at prices significantly higher than today’s ~170p levels.
According to MarketBeat, insiders have bought roughly 168,000 shares in the past 90 days, and insider ownership stands at about 17–18%. [18]
Add the ongoing buyback — now over 6.6 million shares retired since mid‑September — and the picture is of a management team signalling confidence in the long‑term story, even as the share price weakens in the short term.
Fundamentals: fast‑growing platform turning profitable
Behind today’s headlines is a business that has been steadily scaling.
According to recent results and financial disclosures: [19]
- Business model: Trustpilot runs a global consumer review platform on a freemium SaaS model, helping consumers rate businesses and helping companies manage and showcase reviews.
- Geography: Founded in 2007 in Denmark, the group now has a strong presence across Europe and North America and is listed on the London Stock Exchange, where it is part of the FTSE 250 Index.
- Full‑year 2024:
- Revenue of roughly £210.8m, up from £176.4m in 2023
- Net income of about £6.2m, after years of losses earlier in its life cycle
- H1 2025 (six months to 30 June):
- Revenue grew 23% year‑on‑year to around $122.8m
- Bookings rose 17% to $140m
- Annual recurring revenue (ARR) increased 29% to $273m
- Adjusted EBITDA jumped 70% to $18m, with margins improving to 14.6%
- Adjusted free cash flow more than doubled to about $15m
Trustpilot also continues to invest in product innovation: recent updates include AI‑powered review summaries and semantic search, and the launch of TrustLayer™, a “trust intelligence” data product aimed at enterprises and investors. [20]
This combination of growth, improving profitability and cash generation is what underpins the board’s willingness to pursue sizeable buyback programmes in 2025.
How does today’s news fit into the 2025 story?
Putting everything together, today’s developments sit at the crossroads of three key themes:
- Capital allocation and shareholder returns
- Trustpilot is actively using surplus cash to reduce its share count, with more than £13.6m of repurchasesexecuted since mid‑September alone. [21]
- If the full £30m programme is completed, the company could end up retiring several percentage points of its equity base, mechanically lifting earnings per share (EPS) over time, assuming profits continue to grow.
- Share price reset despite improving numbers
- The stock now trades near its 52‑week low around 169p, versus a high of 361.50p earlier in the last year. [22]
- Over just three sessions (17–19 November), TRST fell from the low‑180s to the low‑170s, with a sharp spike in trading volume as the price broke below support. [23]
- That disconnect — rising revenues and margins, falling share price — is precisely what has attracted both insider buying and analyst debate.
- Mixed but generally constructive analyst and AI assessments
What investors may watch next
For readers following Trustpilot Group plc, the next few weeks and months could hinge on several factors:
- Pace of buybacks: Whether the company continues to retire shares at the current daily clip of 230,000 or varies the pace based on liquidity and price. [26]
- Share price reaction: If the buyback and insider buying eventually put a floor under the stock near the current 170p region, or if broader market conditions drag it lower.
- Operational updates: Any new trading statements, product announcements, or commentary on AI initiatives and enterprise adoption from future events on Trustpilot’s financial calendar. [27]
- Macro backdrop: As a growth‑oriented, tech‑adjacent name, Trustpilot’s valuation and sentiment are sensitive to interest‑rate expectations and risk appetite across UK mid‑caps.
For now, 19 November 2025 marks another step in a clear pattern: management is shrinking the share count and putting more of the company into the hands of remaining shareholders, just as the market is marking the stock down to multi‑month lows.
Whether that proves to be a long‑term opportunity or a value trap will depend on Trustpilot’s ability to keep converting its fast‑growing review platform into durable, profitable cash flows.
Disclaimer: This article is for informational and news purposes only and does not constitute investment advice or a recommendation to buy or sell any security. Always do your own research and consider seeking professional financial advice before making investment decisions.
References
1. www.investegate.co.uk, 2. www.marketbeat.com, 3. www.investing.com, 4. www.investegate.co.uk, 5. www.investing.com, 6. www.investegate.co.uk, 7. www.investegate.co.uk, 8. www.stockopedia.com, 9. www.marketscreener.com, 10. shareprices.com, 11. shareprices.com, 12. www.marketbeat.com, 13. shareprices.com, 14. www.marketbeat.com, 15. www.directorstalkinterviews.com, 16. www.tipranks.com, 17. www.marketscreener.com, 18. www.marketbeat.com, 19. www.investing.com, 20. www.investing.com, 21. www.investegate.co.uk, 22. shareprices.com, 23. shareprices.com, 24. www.marketbeat.com, 25. www.tipranks.com, 26. www.investegate.co.uk, 27. corporate.trustpilot.com
