The RepTrak Company

What The RepTrak Company does

The RepTrak Company (legal entity Reputation Institute, Inc.) is a Boston-headquartered reputation data and insights firm founded in 2004 that sells enterprise reputation intelligence to corporate communications leaders, CMOs, and C-suite executives. The firm operates a platform-plus-advisory model: the Compass SaaS platform, launched in December 2025, delivers AI-driven diagnostics, continuous monitoring, and global data integration built on the proprietary RepTrak Model, which scores companies on a 0–100 scale across three dimensions (Feel, Think, Do) and seven drivers (Products & Services, Performance, Innovation, Leadership, Conduct, Citizenship, Workplace). Adjacent solutions cover Reputation Management, Brand Intelligence, ESG Intelligence, and an 'AI as a Stakeholder' module that measures how AI platforms perceive and represent a company, supported by the flagship Global RepTrak 100 annual ranking and eleven industry-specific vertical packages.

Commercially, RepTrak generates revenue through annual SaaS subscriptions (order-form-based enterprise contracts) complemented by professional advisory services from sector-specialized expert advisors. Pricing is quote-based and not publicly disclosed, distribution is via direct enterprise sales with a self-serve login for existing clients, and the firm has achieved $23.7M ARR and a $71M valuation entirely through bootstrapping, with no external venture capital and only a $10M debt facility from Horizon Technology Finance recorded in 2021. The customer base spans 6,000+ measured companies across 60+ countries and 30+ industries, with data collection anchored by a strategic partnership with Dynata and infrastructure hosted on AWS across US-east, AP-southeast, and EU-west regions. Leadership comprises CEO Kylie Wright-Ford, Founder & Chairman Emeritus Charles Fombrun, CRO Mark Sonders, and CPTO Mark Haseltine.

Name

The RepTrak Company

Legal name

Reputation Institute, Inc.

Website

https://reptrak.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

The RepTrak Company is a Boston-based, bootstrapped enterprise reputation intelligence firm founded in 2004, offering the Compass SaaS platform, expert advisory services, and the proprietary RepTrak Model to measure and manage corporate reputation across 6,000+ companies, 60+ countries, and 30+ industries.

Ownership category

akta.pro rank

Product category

Corporate Reputation Intelligence Software

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Data & Analytics for CRM (Attribution, BI, Predictive) (BPAFAFAE)

Keywords

• Reputation intelligence platform
• Corporate reputation measurement
• Stakeholder perception analytics
• ESG intelligence software
• Brand reputation benchmarking

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: Cloud-based platform access delivered as subscription service with enterprise contracts. Annual recurring revenue model with $23.7M ARR reported in 2025.
2. Advisory Services: Expert advisory services providing strategic insights, actions, and recommendations for reputation management. Seasoned expert advisors with specialized knowledge across markets and industries.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

The RepTrak Company delivers a SaaS-based reputation intelligence platform (Compass) combined with expert advisory services to help enterprises measure, monitor, and manage corporate reputation across stakeholder groups globally. Its offerings include AI-driven diagnostics, stakeholder perception analytics, ESG and brand intelligence modules, the AI as a Stakeholder solution, and the flagship Global RepTrak 100 annual benchmark, all powered by a proprietary RepTrak Model built on 20+ years of validated survey data.

Product overview

The RepTrak Company offers a platform-plus-advisory model for corporate reputation intelligence. The core offerings include the Compass platform (AI-driven reputation navigation), Advisory services (expert strategic guidance), and AI as a Stakeholder (AI perception measurement). These are supplemented by specialized modules for Brand Intelligence, ESG Intelligence, and Reputation Management, along with the flagship Global RepTrak 100 annual ranking. The company also provides 11 industry-specific solutions (Pharma, Consumer Goods, Food & Beverage, Energy, Airlines, Technology, Financial Services, Insurance, Manufacturing, Automotive, Transportation) that apply the core RepTrak methodology to sector-specific contexts. The platform bridges perception and reality by collecting real survey data from stakeholders globally and applying advanced analytics to turn reputation into a measurable, actionable business asset.

Differentiator

Problem solved

Functional benefit

Products and services

• Compass The premier reputation navigation platform providing AI-driven diagnostics and global data integration that helps corporate leaders continuously monitor and manage corporate reputation through real-time, data-driven insights. Sold as a SaaS subscription to enterprise clients via annual contracts.
• Advisory Expert advisory services delivering strategic insights, actions, and recommendations from seasoned advisors with specialized knowledge across markets and industries to help enterprises navigate reputational challenges. Sold as a professional services engagement, often paired with platform subscriptions.
• AI as a Stakeholder A new dimension of reputation intelligence that measures how AI platforms perceive and represent a company, applying the RepTrak measurement model to AI systems across every audience that matters (consumers, employees, investors, policymakers, business decision-makers, media).
• Global RepTrak 100 The definitive annual ranking of the world's most reputable companies, serving as the gold standard benchmark for corporate reputation based on millions of global ratings and advanced analytics. Produced annually as a flagship research product and thought leadership asset.
• RepTrak for Pharma Industry-specific reputation intelligence solution for pharmaceutical companies, measuring stakeholder perceptions and providing benchmarking tailored to the pharma sector's regulatory and healthcare dynamics.
• RepTrak for Financial Services Industry-specific reputation intelligence solution for financial services companies, measuring stakeholder perceptions and providing sector-specific benchmarking for trust, leadership perception, and stakeholder confidence.
• RepTrak for Consumer Goods Industry-specific reputation intelligence solution for consumer goods companies, measuring brand reputation, product quality perception, and consumer trust across global markets.
• RepTrak for Technology Industry-specific reputation intelligence solution for technology companies, measuring innovation perception, AI governance perception, and stakeholder trust within the tech sector.
• RepTrak for Energy Industry-specific reputation intelligence solution for energy companies, addressing ESG reputation, sustainability performance, and stakeholder trust.
• RepTrak for Food & Beverage Industry-specific reputation intelligence solution for food and beverage companies, managing reputation across product safety, sustainability, and brand perception.
• RepTrak for Airlines Industry-specific reputation intelligence solution for airline companies, managing customer experience reputation and service quality perception.
• RepTrak for Insurance Industry-specific reputation intelligence solution for insurance companies, focusing on trust, transparency, and stakeholder perception.
• RepTrak for Manufacturing Industry-specific reputation intelligence solution for manufacturing companies, addressing workplace reputation, operational conduct, and stakeholder trust.
• RepTrak for Automotive Industry-specific reputation intelligence solution for automotive manufacturers, managing brand perception, innovation reputation, and customer trust.
• RepTrak for Transportation Industry-specific reputation intelligence solution for transportation companies, focusing on operational excellence reputation and stakeholder trust.

Quantifiable outcome

• Companies in top tier of Global RepTrak 100 consistently outperform peers on trust, values, and leadership
• +2 more outcomes

Segments12 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• DynatacoreStrategic or Co-development PartnerRepTrak partners with Dynata, an industry leader in data collection, to conduct its annual Global RepTrak 100 study. Dynata provides a reach encompassing 70 million consumers and business professionals globally with census-balanced samples across 14 major economies.
• Amazon Web ServicescoreTechnology or IntegrationAWS provides cloud hosting infrastructure for RepTrak's platform with data replication across US-east, AP-southeast, and EU-west regions. Platform data is stored and processed on AWS infrastructure.
• Bamboo HRminorImplementation/ SI/ Consulting PartnerRepTrak works with Bamboo HR LLC and its subsidiaries (including BambooHR Payroll LLC) to process candidates for employment and perform administrative functions related to hiring, employment, and onboarding.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sprinklr: Unified customer experience management platform with strong reputation and social media management capabilities. Competes in enterprise reputation management with broader functionality.
• Meltwater: Media intelligence and reputation monitoring platform providing PR, social, and consumer analytics to enterprise customers. Direct competitor in the reputation/communications intelligence space.
• Brandwatch: Consumer intelligence and social listening platform used for brand and reputation monitoring. Competes with RepTrak in the brand/reputation analytics category with an emphasis on digital and social signals.
• Cision (Cision One): PR, earned media, and reputation management platform serving corporate communications teams. Competes with RepTrak in serving communications leaders with measurement and monitoring workflows.
• Brand Finance: Independent brand valuation and strategy consultancy that publishes widely cited global brand rankings. Closely comparable as a research-led reputation/brand intelligence competitor.
• Morning Consult: Global decision intelligence company that runs large-scale survey research and brand tracking, including its own flagship brand rankings. Closely comparable to RepTrak in B2B enterprise research, AI-driven analytics, and corporate reputation measurement.

Broad incumbents

• Ipsos: Global market research firm offering reputation, brand, and stakeholder research at scale. Larger incumbent with comparable corporate reputation measurement offerings across industries.
• Kantar: Global research and consulting firm with significant brand and reputation practices including BrandZ. Overlaps with RepTrak in brand equity measurement and enterprise advisory.
• Qualtrics: Experience management platform with brand and product experience solutions including reputation tracking. Larger, broader portfolio that overlaps with RepTrak's enterprise measurement and benchmarking.
• Edelman Trust Institute: Publishes the annual Edelman Trust Barometer, the most-cited corporate trust benchmark globally. A broader incumbent that competes for reputation thought leadership and corporate communications mindshare.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/RepTrak
• Facebookfacebook.com/RepTrak

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors2 records

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

M&A

Investments

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

Frequently asked questions about The RepTrak Company