What mTAB does

mTab is a U.S.-based enterprise software company providing AI-powered survey data analysis and decision intelligence through its flagship mTab Halo platform. The platform centralizes survey responses, spreadsheets, documents, reports, CRM, and operational data into a unified environment purpose-built for market research and insights teams, addressing the gap between general-purpose BI tools (Power BI, Tableau) and the specialized needs of survey-heavy research workflows. Its modular architecture comprises four integrated products: Halo Reports for crosstabs and dashboards, Halo Models for data preparation and harmonization, Halo AI for prescriptive decision intelligence and automated actions, and Halo Marketplace for third-party research procurement from providers such as Harris Poll and Kantar.

The company serves more than 1,500 brands and 50,000+ insight professionals across 250+ organizations in 40+ countries, with notable enterprise deployments including Ford (750+ users), Jaguar Land Rover (350+ unified datasets), and a top-5 streaming service. Named customers span automotive (Volvo, Honda, Hyundai, Mercedes-Benz, Maserati, Subaru, Mazda, Peugeot, Jeep), entertainment and streaming (Disney, Netflix, Hulu, Paramount+, Max, Apple TV+, ESPN), consumer goods (Samsung, Sony, LG, Panasonic, Bose, Bosch), food and beverage (Nestlé, Danone, Molson Coors, Del Monte, Nestlé Purina PetCare), energy and utilities (PG&E, Xcel Energy, DTE Energy, Exelon, Southern California Edison, Connexus Energy), and financial services (Bank of America, Visa, Fidelity, Allstate, State Farm, GEICO, Foremost Insurance).

mTab operates a per-seat SaaS subscription model with publicly listed pricing for Halo Viewer ($35/user/month annually) and Halo Creator ($125/user/month annually), and custom-quoted enterprise contracts that include professional services, dedicated customer success, and multi-region content replication. The company is privately held, owned by Milestone Partners, and operates from Yorba Linda, California with offices in the UK (Essex), Poland (Poznań), Japan (Tokyo), and China (Shanghai) under subsidiaries including Gamma Associates LTD and Slideworx GmbH. In February 2024 it secured a $15 million growth credit facility from Kayne Anderson Growth Capital to fund global expansion and AI feature development.

Name

mTAB

Legal name

mTab LLC

Website

https://mtab.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

mTab is a U.S.-based enterprise software company providing AI-powered survey data analysis and decision intelligence through its mTab Halo platform. It serves 1,500+ brands across automotive, entertainment, consumer goods, food & beverage, energy & utilities, and financial services in 40+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Anaheim

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription (Per User): mTab operates on a per-seat SaaS subscription model with three tiers: Halo Viewer ($35/user/month billed annually), Halo Creator ($125/user/month billed annually), and Enterprise (custom quote). The platform is sold to enterprise organizations across automotive, entertainment, consumer goods, food & beverage, energy & utilities, and financial services verticals. The model includes annual billing with professional services offerings for onboarding and ongoing optimization.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

mTab sells mTab Halo, an AI-powered decision intelligence platform that centralizes survey, spreadsheet, document, report, CRM, and operational data into a single environment for enterprise insights teams. The platform is delivered via per-seat SaaS subscription across three tiers (Halo Viewer, Halo Creator, Enterprise) and is purpose-built for market-research survey analysis, automated crosstabs, weighting, statistical testing, and AI-generated executive narratives, with modules for AI (Halo AI), reporting (Halo Reports), data preparation (Halo Models), and third-party research procurement (Halo Marketplace).

Product overview

mTab offers a unified platform-plus-modules architecture centered on mTab Halo, the world's #1 Insight Management System. The core platform serves as a central hub for all research and insights, unifying surveys, spreadsheets, documents, and reports. The product suite comprises four integrated modules: Halo AI (AI-powered decision intelligence and prescriptive recommendations), Halo Reports (survey data analysis and visualization), Halo Models (data preparation and harmonization), and Halo Marketplace (third-party research discovery and procurement). Together, these products enable enterprise teams to transform fragmented data into clear answers, recommendations, and next actions.

Differentiator

Problem solved

Functional benefit

Brands

• Halo: AI-Powered Decision Intelligence Platform - The world's #1 Insight Management System that centralizes research data, empowers teams, and uncovers insights for business growth.
• Halo AI
• Halo Reports
• Halo Models
• Halo Marketplace

Products and services

• mTab Halo AI-Powered Decision Intelligence Platform that serves as the central hub for all research and insights. Unifies surveys, spreadsheets, documents, and reports into one platform with AI-powered analysis and reporting tools, providing deeper insights into customer behaviors, product performance, and market trends for enterprise insights teams.
• Halo AI AI-powered module within Halo that turns enterprise data into prescriptive decisions and automated actions. Generates instant briefs with AI narratives, summaries, and next-best actions while continuously refining recommendations with feedback loops and integrating with Salesforce, Adobe, and Jira workflows.
• Halo Reports Award-winning suite for analyzing and crosstabbing survey data with a user-friendly interface and powerful analytical tools. Enables creation of dynamic reports with interactive elements, clickable charts, drill-down capabilities, and customizable dashboards that transform data into compelling stakeholder narratives via Storybuilder.
• Halo Models Survey data preparation module that automates complex processes and ensures consistency across datasets. Enables cleaning, harmonizing, and integrating diverse data sources, transforming raw survey data into ready-to-use format while managing data access, lineage, and connections to third-party data collectors for enrichment.
• Halo Marketplace Platform for finding and buying third-party research from world-class providers. Connects organizations and research providers of all sizes with a powerful, trust-driven platform to answer any question, delivering instant access to the largest selection of insights on markets, industries, and brands.

Quantifiable outcome

• Ford Motor Company distributes mTab tables, reports, and dashboards to over 750 employees worldwide for customer, market, and product decisions
• +3 more outcomes

Named customers44 records

Segments10 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability6 records

Feature6 records

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Qualtrics: Direct competitor offering an enterprise experience management and survey analytics platform; competes head-to-head with mTab Halo in market research, customer experience, and employee insights use cases across the same enterprise verticals.
• Forsta (formerly Confirmit): Enterprise feedback and survey research platform serving similar customer experience and market research use cases; competes directly with mTab in cross-tabulation, dashboards, and voice-of-customer programs for global enterprises.
• Displayr: Specialized survey data analysis and visualization platform targeting market research professionals — closest functional peer to mTab Halo Reports, with similar crosstab, dashboarding, and statistical testing capabilities.
• Sawtooth Software: Long-standing provider of survey analysis software (Lighthouse Studio, Discover) for conjoint, CBC, and crosstab analysis; competes with mTab in the market research and insights professional segment.

Broad incumbents

• Medallia: Enterprise experience management platform with overlapping survey and customer insight capabilities; competes with mTab in CX and voice-of-customer use cases but operates at much broader scale and is a public-company incumbent.
• Tableau: General-purpose BI and data visualization platform owned by Salesforce; competes with mTab for enterprise analytics budgets, though it lacks mTab's specialized survey weighting, multi-response handling, and statistical significance testing features.
• Microsoft Power BI: Microsoft's enterprise BI and analytics platform; competes with mTab as an alternative for survey data analysis and reporting, with much broader distribution through Microsoft enterprise agreements — mTab explicitly positions against Power BI's limitations in market research workflows.
• IBM SPSS: Statistical analysis software suite from IBM used by market research teams for advanced survey analytics; competes with mTab for statistical and analytical workloads in research-driven enterprises.
• SAS Institute: Large analytics and statistical software platform; Foremost Insurance specifically cites mTab eliminating SAS expert dependency, indicating direct substitution dynamics in enterprise research workflows.

Others

• Kantar: Global market research firm and data provider that both uses analytics platforms internally and supplies syndicated research via the mTab Halo Marketplace — adjacent ecosystem participant rather than direct software competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/mtab
• LinkedInlinkedin.com/company/mtabanalytics

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries5 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A2 records

Investments

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

Frequently asked questions about mTAB