Qualtrics

What Qualtrics does

Qualtrics operates an AI-driven experience management (XM) platform that serves as a single system of record for customer, employee, product, and brand experience data. The platform unifies signals from surveys, contact centers, digital properties, social media, and reviews, applying proprietary AI capabilities — including Experience Agents, a custom-trained large language model on 200M+ research respondents, predictive analytics, and omnichannel text/speech analytics — to surface themes, sentiment, churn risk, and recommended actions. The product portfolio is organized into three suites (Customer Experience, Employee Experience, and Market Research), augmented by acquired technologies including Press Ganey Forsta (healthcare measurement, 41,000+ facilities), Clarabridge (conversational analytics), and SurveyVitals (healthcare experience).

Qualtrics serves a broad enterprise customer base spanning retail and consumer (Shake Shack, Samsara, Gabb), healthcare (Stanford Health Care, Intermountain Health, Community Health Network), financial services (Navy Federal Credit Union), travel and hospitality (Hilton), education (Indiana University Online), government (State of Iowa), and technology (ServiceNow, Stripe, Porsche, Kroger). The company reports quantifiable outcomes for customers including $30M in ROI for a large enterprise CX program, $70M in additional annual revenue and a CSAT jump from 20% to 65% for TruGreen, and 500K-employee listening programs at Kroger. Five-time Gartner Magic Quadrant Leader status for Voice of the Customer and Leader designations from Forrester and IDC reinforce category leadership.

The business model is anchored on annual enterprise SaaS subscriptions to the XM Platform, supplemented by professional services, OEM/white-label licensing (e.g., Bokka Group's BuilderCX), and Press Ganey Forsta healthcare subscriptions. Distribution combines direct enterprise field sales (demo-driven), a self-serve free tier, channel/SI partners (DXC), and a deep integration ecosystem with ServiceNow, Salesforce, Genesys, NICE, and Zendesk. The company is privately held following Silver Lake Partners and CPP Investments' $12.5 billion take-private in March 2023, with dual headquarters in Provo, UT and Seattle, WA and localized operations across 13+ countries.

Name

Qualtrics

Legal name

Qualtrics International Inc.

Website

https://qualtrics.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Qualtrics operates an AI-driven experience management platform unifying customer, employee, and market research signals into a single XM dataset, serving 41,000+ healthcare facilities and major global enterprises across retail, financial services, and hospitality.

Ownership category

akta.pro rank

Product category

Experience Management Software

NAICS

Computer Systems Design and Related Services (54151)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

AI Triage & Clinical Decision Support (CDS) Platforms (HLALAJAD)

akta.pro secondary industries

24/7 Nurse Line, Symptom Checker & Triage (Payer-Sponsored) (HLALACAB), Virtual Specialty Care Platforms (tele-stroke, tele-ICU, tele-derm, tele-cardiology) (HLALABAD)

Keywords

• Experience management software
• Customer experience platform
• Employee experience software
• Voice of customer
• Market research platform

Headquarters

HQ city

Provo

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. XM Platform Subscriptions: Recurring SaaS subscriptions to the Qualtrics XM Platform sold to enterprise and mid-market customers, with tiered capabilities spanning Customer Experience, Employee Experience, and Market Research suites, plus add-ons such as Experience Agents, Synthetic Audiences, and Research Hub.
2. Professional Services & Implementation: Implementation, integration, consulting, and XM Institute advisory services delivered alongside platform deployments to large customers.
3. OEM / White-Label Licensing (e.g., BuilderCX): Qualtrics technology licensed to third parties (such as the Bokka Group's BuilderCX platform for homebuilders) that white-label survey and feedback capabilities into vertical-specific products.
4. Press Ganey Forsta Healthcare Subscriptions: Subscription and benchmarking revenue from the Press Ganey Forsta healthcare measurement systems used by more than 41,000 healthcare facilities, integrated into the broader XM platform.

Pricing tiers

Go-to-market motion5 records

Distribution channels7 records

Marketing channels10 records

Core offering

Qualtrics sells the Qualtrics XM Platform, an AI-driven experience management (XM) software platform that unifies feedback signals from surveys, contact center calls, digital properties, social media, and reviews into a single dataset. It is organized into three primary suites — XM for Customer Experience, XM for Employee Experience, and XM for Market Research — augmented by AI capabilities such as Experience Agents, Qualtrics Assist, Qualtrics Edge Audiences synthetic panels, and Research Hub, and is sold primarily as enterprise SaaS subscriptions with optional professional services.

Product overview

Qualtrics offers a single unified Experience Management (XM) platform anchored on the Qualtrics XM Platform, which unifies feedback signals from surveys, calls, digital, and service interactions and applies AI to listen, understand, and act. The platform is organized as a platform-plus-modules architecture with three primary product suites — Qualtrics XM for Customer Experience (including Voice of Customer, Omnichannel Experience Management, Location Experience Management, Digital Experience Analytics, Contact Center Experience Analytics, Experience Agents, and Online Reputation Management), Qualtrics XM for Employee Experience (including Employee Engagement & Pulse Surveys, 360 Development Feedback, and Employee Lifecycle Management), and Qualtrics XM for Market Research (including Market & Audience Understanding, Product & Innovation Research, and User Experience Research, plus the Edge Audiences synthetic panel product and Research Hub). AI capabilities layer on top via Qualtrics Assist, AI Summary & Recommendations, Experience Agents, and Insights Explorer. Acquired assets — Press Ganey Forsta (healthcare experience, completed May 2026 for $6.75B), Clarabridge (omnichannel conversational analytics, 2021), and SurveyVitals (healthcare experience, 2021) — extend the platform's data and analytics depth.

Differentiator

Problem solved

Functional benefit

Brands

• XM/os2: AI-driven experience management platform designed to improve support agent productivity and enable managers to handle customer feedback across multiple channels.
• XM Platform
• Experience Agents
• EmployeeXM
• Research Hub

Products and services

• Qualtrics XM Platform Core AI-driven experience management platform that unifies feedback from surveys, calls, digital, and service interactions into a single XM dataset, providing Listen, Understand, and Act capabilities with built-in Experience Agents, text analytics, and enterprise-grade security and governance for business customers.
• Qualtrics XM for Customer Experience Customer experience product suite unifying customer signals across surveys, calls, chat, digital, social, and reviews into 360-degree customer profiles for enterprise CX teams. Includes Voice of Customer, Omnichannel Experience Management, Location Experience Management, Digital Experience Analytics, Contact Center Experience Analytics, Experience Agents, and Online Reputation Management.
• Qualtrics XM for Employee Experience Employee experience product suite unifying employee voice across surveys, digital channels, and HRIS systems for HR, people analytics, and talent teams. Includes Employee Engagement & Pulse, 360 Development Feedback, Employee Lifecycle Management, Lifecycle Intelligence, and Enhanced Actioning.
• Qualtrics XM for Market Research Market research product suite unifying audience, product, and UX research on one intelligent platform for insights, product, and UX research teams. Includes Market & Audience Understanding, Product & Innovation Research, User Experience Research, plus synthetic audiences powered by research-grade LLMs.
• Experience Agents AI-powered agents that understand context, embody brand voice, and prevent churn. Detect friction, resolve issues, draft responses, and route complex cases to humans, with intelligent ticketing that automatically creates and manages cases in ServiceNow, Zendesk, and Salesforce.
• Qualtrics Edge Audiences (Synthetic Consumer Panels) Prebuilt synthetic research panels powered by a custom-trained large language model built on over 200 million global research responses. Enables demographic-based research with reduced human bias by simulating consumer responses for rapid, bias-reduced market research.
• Research Hub Centralized market research platform that combines human and synthetic audiences, centralizes findings across studies, and uses an AI-generated Research Agent to surface opportunities for product and concept testing for insights and product research teams.
• Qualtrics Assist Embedded AI assistant that lets users ask natural-language questions about feedback themes, customer sentiment, and pain points directly in Qualtrics dashboards, returning quantified insights including theme counts, sentiment trends, and impact rankings.
• Press Ganey Forsta Healthcare experience measurement and benchmarking platform used by more than 41,000 healthcare facilities including the majority of US hospitals. Combines decades of patient voice data with deep provider, payer, and post-acute relationships as part of the Qualtrics XM dataset for healthcare.
• Clarabridge Omnichannel conversational analytics platform acquired by Qualtrics in 2021, enhancing voice-of-the-customer programs by analyzing unstructured data from various sources. Now integrated into the Qualtrics XM Platform for CX analytics.
• SurveyVitals Healthcare experience and analytics company acquired by Qualtrics in December 2021 to enhance Qualtrics services for hospitals and health systems. Now part of the Qualtrics healthcare XM offering.
• Qualtrics XM Institute Knowledge and advisory offering providing decades of experience management expertise — frameworks, benchmarks, and playbooks — built into the platform to help organizations level up their XM programs.

Quantifiable outcome

• 32% of customers switch after one poor experience; $4.7T annual revenue at risk from preventable churn; 64% of customers prefer tailored experiences (Qualtrics industry stats cited).
• +11 more outcomes

Named customers20 records

Segments9 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability15 records

Feature8 records

Partnerships

13 partnerships are on record, tiered flagship integration, distribution channel, strategic partnership, co-marketing, channel partner, core integration and vertical oem.

• CrowdStrikeflagship integrationTechnology or Integration · 19 February 2026CrowdStrike and Qualtrics announced an integration connecting CrowdStrike Falcon Shield with the Qualtrics XM Platform, enabling continuous monitoring of user and agent activity, permissions, configurations, and data access within Qualtrics environments. The integration provides automated policy enforcement and anomalous access detection to address security concerns around AI-driven experience data workflows. CrowdStrike is also expanding the Falcon platform's availability through the Microsoft Marketplace.
• Microsoft (Azure Marketplace)distribution channelChannel Partner/ Reseller/ Distributor · 19 February 2026CrowdStrike expanded its partnership with Microsoft, making the Falcon platform available through the Microsoft Marketplace to allow businesses to procure Falcon using existing Azure Consumption Commitment agreements—an adjacent channel to Qualtrics' XM Platform via the Falcon Shield integration.
• ROI Rocketstrategic partnershipStrategic or Co-development Partner · 16 January 2026Qualtrics and ROI Rocket announced a B2B research partnership: ROI Rocket uses Qualtrics' Edge Audiences synthetic data product across its B2B research programs and becomes a B2B data provider for Qualtrics' synthetic AI model, combining verified access to business decision-makers with Qualtrics' synthetic research capabilities.
• EF Ultimate Break / EF Go Ahead Toursco-marketingGTM or Marketing Partner · 1 December 2025EF Ultimate Break and Qualtrics co-published the 'State of Gen Z and Young Millennial Travel, Vol. III' report in December 2025, surveying approximately 1,100 U.S.-based 18–35-year-olds on travel preferences. EF Go Ahead Tours also launched the 'Footsteps of the Revolutionary War' tour backed by Qualtrics survey findings.
• Paylocitystrategic partnershipStrategic or Co-development Partner · 1 September 2025In September 2025, Qualtrics and Paylocity jointly surveyed over 500 HR, finance, IT, and operations leaders; 87% prefer an all-in-one HR and payroll solution and 86% believe AI can significantly improve HR and payroll processes.
• DXC Technologychannel partnerChannel Partner/ Reseller/ Distributor · 7 March 2023DXC participated in the X4 Experience Management Summit (March 7–9, 2023, Salt Lake City) showcasing its Modern Workplace service powered by DXC UPtime™ in collaboration with Qualtrics to improve employee experience.
• ServiceNowflagship integrationTechnology or IntegrationServiceNow is one of Qualtrics' primary intelligent ticketing destinations, enabling automatic case creation and management with full customer context. ServiceNow uses Qualtrics to run 17 connected programs, 31 action workflows, and 10,000+ automatic follow-up actions, and is featured as a flagship Qualtrics customer story on the website.
• Salesforcecore integrationTechnology or IntegrationOut-of-the-box Salesforce connector delivers contact-center and CRM signals into the Qualtrics XM Platform and routes Experience Agent actions back into Salesforce cases, enabling closed-loop customer service workflows.
• Genesyscore integrationTechnology or IntegrationOut-of-the-box Genesys connector brings contact-center signals into Qualtrics and supports AI-driven routing and experience workflows.
• NICE (CXone)core integrationTechnology or IntegrationOut-of-the-box NICE connector integrates contact-center analytics with the Qualtrics XM Platform to monitor 100% of customer interactions.
• Zendeskcore integrationTechnology or IntegrationZendesk is one of Qualtrics' intelligent ticketing destinations via Experience Agents, which automatically create, route, and manage cases in Zendesk with full customer context.
• Bokka Group (BuilderCX)vertical oemOEM/ Whitelabel/ Licensing PartnerBuilderCX, Bokka Group's customer satisfaction survey platform for homebuilders, is powered by Qualtrics technology and collects real-time feedback across the homebuying journey.
• Medallia (competitor referenced in security comparison)OthersNot a partner; Medallia is the principal direct competitor of Qualtrics in the VoC and CX platform market, frequently compared head-to-head in analyst reports and security comparisons.

Scale indicators16 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Medallia: Closest direct competitor to Qualtrics in the enterprise voice-of-the-customer and experience management market. Frequently compared head-to-head in Gartner and Forrester reports and in security/privacy comparisons; both offer omnichannel VoC, text analytics, and EX capabilities to large enterprises.
• InMoment: Direct competitor in customer experience management and VoC, with strong playbooks in retail, hospitality, and healthcare. Overlaps with Qualtrics on omnichannel feedback collection, text analytics, and action-planning workflows aimed at CX teams.
• Sprinklr: Direct competitor in unified customer experience management, with strength in social listening, care, and marketing. Competes with Qualtrics for enterprise CX and contact center budgets and overlaps on AI-driven text analytics and routing.
• Verint Systems: Direct competitor in customer engagement and workforce optimization, particularly in contact center analytics and conversational intelligence. Overlaps with Qualtrics' Contact Center Experience Analytics and Experience Agents via speech/text analytics and closed-loop actioning.
• NICE (CXone): Contact center platform vendor that is both a Qualtrics integration partner and a competitor in contact center experience analytics. Overlaps with Qualtrics on 100% interaction analysis, agent effectiveness scoring, and CX-driven routing in large enterprise deployments.
• Genesys: Major contact-center-as-a-service vendor that is both a Qualtrics integration partner and a competitor. Overlaps with Qualtrics in enterprise contact center analytics, AI-driven routing, and unified CX for global service operations.
• Confirmit (now Forsta, see note): Long-standing competitor in market research and VoC platforms, with strong enterprise customer base in financial services and B2B research. Note: the Press Ganey Forsta brand acquired by Qualtrics is distinct from legacy Confirmit but operates in adjacent customer experience technology space.

Emerging players

• CustomerGauge: Specialized Account Experience (AX) / B2B VoC platform that overlaps with Qualtrics' CX suite in B2B customer feedback, NPS, and account-level analytics. Smaller scale but directly comparable for mid-market and B2B use cases.
• SurveyMonkey: Mass-market survey and market research platform with a free-tier self-serve motion similar to Qualtrics' Free Account. Competes with Qualtrics in market research and SMB feedback use cases, though lacks the enterprise omnichannel CX depth.

Broad incumbents

• Salesforce (Service Cloud / Experience Cloud): Broader CRM and customer service platform that is both a key Qualtrics integration partner and a competitor. Increasingly embeds VoC, surveys, and AI agents natively, posing a long-term risk of disintermediation to standalone XM platforms.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/Qualtrics
• Facebookfacebook.com/Qualtrics
• LinkedInlinkedin.com/company/qualtrics

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 records

Funding overview

Funding rounds5 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A6 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Qualtrics