Update: 12/13/16

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Irate customers, disgruntled former employees, unethical rivals — the number of people who take to the internet to express negative commentary about a company  or individual continually increases, wreaking havoc on the company and even on individual reputations. was developed to combat this problem. With a primary objective of empowering customers to gain control of their online presence through the use of technological tools,’s expressed goal is to offer services that build a positive online image. As a result, the company has raised its own profile, developing a certain level of prominence in its field.

Fast Take

While no company is without its critics, a recurrent theme seemed to be disappointment regarding the cost of the services as compared with what is actually received. has not shown a propensity for affecting the change they promise to deliver, and overall cannot be relied upon for major online reputation crises.

Company History

Founded in 2006 by lawyer Michael Fertik, was originally known as Reputation Defender, a company designed to assist parents whose children had disclosed too much personal information online. By 2011, having grown and been named a “Technology Pioneer” by the World Economic Forum, the company had also undergone a name change, becoming Continual expansion of the company was such that by 2014 it had acquired three other companies, giving it entrée into Europe and Asia. Among those acquired businesses was a similar company called Reputation 24/7; PaperKarma, a mobile app designed to relieve clients of unwanted mailings; andMySocialCloud, a platform for managing passwords.

From a company of only 55 employees at its inception, to one employing 250, it became a leader in reputation management and internet privacy simply by offering technological solutions that no other company had previously provided. While the products and services provided are the mainstay of the business, its central focus has become customer service with an emphasis on educating customers as well as on providing a high level of customer satisfaction as measured by direct feedback from the customers. The result has been awards in customer service from The American Business Awards for four consecutive years, from 2011 to 2014.

Headquartered in Redwood City, California, part of the Silicon Valley area, also has an Arizona office in addition to those in India and the United Kingdom. Altogether, the company provides services to millions of businesses and individuals in more than 100 countries, and has earned an A+ rating from the Better Business Bureau.



Although promotes its ability to enable its clients to control and repair their own online reputations and to manage them effectively going forward, the company also offers managed services. Intended to free clients from the responsibilities and burdens of overseeing their own online reputation regularly, thereby enabling them to concentrate on running their businesses or living their individual lives, managed services contain the following features:

  • Response to social media posts
  • Design and optimization of their social media profiles
  • Publishing on social media
  • Replying to online reviews
  • Providing proactive advice and outreach
  • Ongoing verification and population of business lists
  • Reviewing and requesting email campaigns

Overall, ‘s focus on customer-oriented service reflects its emphasis on educating customers, and, as they see it, alleviating the confusion that customers experience in their independent attempts to understand and improve their personal or business presence online. Ultimately, they seek to raise a company’s or individual’sreputation score, reflecting a compilation of both the positive and negative ways they appear on leading review websites.

Methods has dual methods for meeting its objectives: company culture and customer satisfaction. Since the two are somewhat interdependent, the company culture essentially revolves around customer satisfaction. It is a culture premised on the following elements:

  • Employee contests for obtaining customer feedback on ways to improve the customer’s experience with the company.
  • Sharing customer success stories at weekly meetings
  • Reading aloud the top 10 to 12 compliments received from customers at each week’s meeting.

Encompassing several layers of service,’s focus on customer satisfaction includes the following:

  • Two positions, Customer Evangelist and VP of Customer Success, specifically created to target customer service
  • A Learning Center that provides webinars, articles and a “success kit,’’ all designed to teach customers ways to enhance their online presence
  • A privacy hotline available 24 hours a day
  • Faster accessibility by improving response time to customers from 24 hours to only three hours
  • A chat feature that allows customers to converse with experts

Additionally, the company’s methodology contains seven guidelines for customers to employ in managing their online reputations:

  • Presence- explains how to create an online existence
  • Online Reviews-describes the need for authoritative, authentic customer reviews across a wide range of sites
  • Social Media-puts forth the need to place a “human face” on the individual or business
  • Surveying-highlights the importance of using surveys to determine customer opinions about the business
  • Analysis-underscores the significance of continually evaluating a business’s online reputation and making adjustments accordingly
  • Benchmarking and Scoring-points out the value of remaining ahead of competition by assessing areas of excellence as well as those that need improvement
  • Location Alignment-spotlights the need to maintain a consistent image across all branches of a business

These same seven markers form the bedrock of the company’s own methods and services in their attempts to assist businesses in building customer loyalty and accruing financial results.


Viewing itself as both a pioneer and the overall leader in providing solutions for online reputation management, touts its expertise as well as its experts. In addition to its customer service staff, which has amassed the lion’s share of the company’s awards, the company indicates that it offers a “world class” team consisting of researchers and engineers who provide expert customer assistance that has garnered features in publications that include Economist, the Wall Street Journal and the New York Times.

The company perceives itself as being at the vanguard of protecting companies and individuals from cyberbullying, cyberstalking and the everyday negativity that impedes business and careers precisely because they allow each client to continually monitor online activity pertaining to themselves. It is also the personalization of their services in which appears to take pride. Clearly stating that they conform their solutions to the precise needs and specifications of each client, the company details the ways in which it caters to all of the industries with which it does business, including healthcare, automotive, retail, property management, restaurants and specialized industries.

In its role as guardian of reputation protection, often presents tips and advice, projecting their image as being one of service to the general public. Providing articles and links on their Twitter page, they apprise readers of ways to safeguard their online presence as well as cautionary tales about those who have failed to do so. In so doing, the company preserves its self-mage as one that serves the community at large, not only those from whom they receive compensation.

Customer reviews

As with any company that stands atop its field, has accumulated its share of accolades as well as detractions. Beyond the awards received, high praise accrues to this company from many of its own employees, with some referring to it as the “best place I’ve ever worked,” and lauding its opportunities for “creativity,” while others enjoy its “interesting work” and “low-pressure environment.” At the same time, high turnover rates are noted by some employees as a decided disadvantage as well.

Likewise, companies that have tried also offer their assessments of the reputation management company’s skills. A Time article, for instance, applauds the company’s ability to handle such disparate issues as negative blog posts about someone’s personal life and ill-conceived YouTube videos that have come back to haunt those featured in them. On a similar note, is listed as seven among the Top 10 Reputation Management Companies of 2016, singled out for its app that enables clients to track their own online reputations. However, the same review noted that the company lacks some of the services provided by other online reputation management companies.

Then there are the customer reviews. Ranging from the glowing to the outraged, these highlight the very different expectations that customers bring to their reputation-management experiences. On the plus side were those who particularly appreciated the convenience of using the app to remain abreast of their own online reviews.

Just as adamant in their stance, a slew of detractors has expressed negative views of, citing the company’s inability to perform removal of unfavorable information and voicing frustration about the slow pace at which positive websites and information are posted and positioned online about clients, which are key features of the services offered by

The Bottom Line

While no company is without its critics, a recurrent theme seemed to be disappointment regarding the cost of the services as compared with what is actually received. has not shown a propensity for affecting the change they promise to deliver, and overall cannot be relied upon for major online reputation crises.



  • Gail Brethers May 31, 2016 at 9:14 pm - Reply

    This is so helpful! This seems to be very proactive with helping educate the customers by providing responses on social media, online reviews, and through email. I love that this eliminates any confusion between the company and the customer! I have been searching and searching for something like this, and I found it! Now to decide what company to use…

  • Anonymous June 1, 2016 at 5:42 pm - Reply

    While I have heard of the company I really did not know a lot about the company beyond their ads. The article covers some valid points. It provides several significant details regarding the start of the the company, the time the company has been around and some of the numerous, specific services the company offers the public.

  • John Lagares June 3, 2016 at 6:40 pm - Reply

    One need not read this article to be aware of The company advertises on FM radio. It is interesting that the company choose that particular outlet seeing as how radio is not exactly new. Nevertheless, the review itself seems to generally cover all the required information for such a piece and is no doubt informative to anyone who knows little or nothing of the company.

  • James Inganco June 3, 2016 at 6:45 pm - Reply

    Online Reputation’s review of is a total slog to read through. It failed to be captivating as either an informative review or as an interesting anecdote about In the end, I was unsure whether or not Online Reputation was actually recommending the company or not. Thanks for nothing.

  • Blair Whitley June 6, 2016 at 9:37 pm - Reply

    Thanks for this review on Having a business can be even more complicated these days. Your review makes it clear that if you have a business then you really might want to consider having someone to watch over the computer end of your company so you don’t get a bad rep on the internet.

  • Anonymous June 9, 2016 at 2:31 pm - Reply

    This article is very helpful. I had heard the name orm but otherwise was clueless as to the specifics. Nothing sunk in, if you know what I mean. This actual review lays it all out for those of us who tend to ignore advertisements. It’s easy to read and covers a lot!

  • Concerned Person June 9, 2016 at 2:42 pm - Reply

    It’s scary to think about being smeared online. I tell my children to protect their identities with pseudonyms, even if they’re just posting on a harmless forum. Everything you put out there might remain forever. All I can say is I’m glad the internet wasn’t around when I was young.

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