What Mopinion does

Mopinion is a Rotterdam-headquartered SaaS company that provides all-in-one digital customer feedback management software for websites, mobile apps, and email campaigns. The platform's three core channel products (Mopinion for Websites, Mopinion for Apps, and Mopinion for Email) share a unified analytics backend, complemented by the AI-powered Insights & Actions module, the Smart Recaps generative summarization feature, Conversational Feedback chat-style surveys, and Feedback Trails behavioral journey capture. Underlying technology spans a Python/PHP/Node.js/Go backend with React frontend, native iOS (Swift) and Android (Kotlin) SDKs plus cross-platform support, and a multi-cloud deployment on AWS and European provider Scaleway for GDPR and EU AI Act compliance.

The company operates a hybrid go-to-market combining product-led growth via a 30-day self-serve free trial with a sales-assisted enterprise motion offering custom pricing, 99% uptime SLA, and priority support. Annual subscriptions auto-renew with CPI-indexed annual price escalators. Named enterprise customers include Vodafone, Calvin Klein, DHL, Allianz, HP, Colgate, Tommy Hilfiger, and Etos, with a long-tail SMB base served through self-serve onboarding. Multi-language websites in English, Dutch, French, German, and Spanish, alongside offices in the Netherlands, UK, Germany, and France, support direct European sales coverage.

In 2025, Mopinion was acquired by Netigate (majority owned by GRO Capital since 2022), becoming a subsidiary within the Netigate Group's broader European Experience Management roll-up that includes Lumoa and other entities across Sweden, Germany, Finland, Norway, and Poland. Mopinion continues to operate under its own brand while benefiting from parent-group resources, cross-sell opportunities, and shared technical infrastructure.

Name

Mopinion

Legal name

Mopinion B.V.

Website

https://mopinion.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Mopinion is a Rotterdam-based SaaS company that provides multi-channel digital customer feedback management software for websites, mobile apps, and email, serving enterprise and SMB customers across Europe with AI-powered analysis and GDPR-compliant EU-hosted infrastructure.

Ownership category

akta.pro rank

Product category

Customer Feedback Management Software

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)

Keywords

• Customer feedback software
• Experience management platform
• Digital survey analytics
• Website feedback collection
• In-app feedback tools

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Software-as-a-Service subscription model providing access to feedback collection, analysis, and management platform for websites, mobile apps, and email campaigns. Annual contract terms with automatic renewal unless cancelled 60 days prior. Prices increase annually per CBS Consumer Price Index.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Mopinion provides an all-in-one SaaS platform for collecting, analyzing, and acting on digital customer feedback across websites, native mobile apps, and email campaigns. The platform combines customizable survey forms and conversational feedback with AI-powered categorization, sentiment analysis, and generative-AI summaries, plus behavioral journey context to help enterprises improve their digital customer experience.

Product overview

Mopinion is an all-in-one digital customer feedback management SaaS platform offered by the Netigate Group. The core portfolio consists of three channel-specific products — Mopinion for Websites, Mopinion for Apps, and Mopinion for Email — which share a unified analytics and reporting backend. These are complemented by the Insights & Actions AI analytics module, the Smart Recaps generative AI summarization feature, Conversational Feedback for chat-style surveys, and Feedback Trails for behavioral journey tracking. A public Developer API, Mobile SDKs (iOS/Android), and a Survey Templates marketplace extend the platform's customization capabilities. Together, the products form a closed-loop feedback solution covering collection, categorization, AI-powered analysis, and action.

Differentiator

Problem solved

Functional benefit

Products and services

• Mopinion for Websites The core feedback collection product for websites, enabling organizations to deploy customizable feedback forms, trigger surveys based on user behavior, and capture real-time customer insights across web properties. Includes the Feedback Trails feature for behavioral context.
• Mopinion for Apps Native in-app feedback solution for iOS and Android, delivered via flexible mobile SDKs that allow organizations to collect powerful insights directly within mobile applications.
• Mopinion for Email Email campaign feedback tool that enables organizations to embed feedback forms within email campaigns to measure engagement beyond opens and clicks.
• Mopinion Developer API Public REST API enabling developers to programmatically export feedback data, manage surveys, and build custom integrations with third-party tools and platforms. Supports SSO and MFA authentication.

Quantifiable outcome

• Vodafone achieved nearly 60% more engagement with conversational feedback surveys compared to standard passive surveys
• +1 more outcomes

Named customers10 records

Segments16 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Partnerships

One partnership is on record.

• NetigatecoreStrategic or Co-development Partner · 1 January 2025Mopinion was acquired by Netigate in 2025 as part of Netigate Group's strategy to become the #1 European Experience Management solution. Mopinion operates as a subsidiary under the Netigate Group umbrella alongside Netigate AB (Sweden), Netigate Deutschland GmbH (Germany), Netigate Norge AS (Norway), and Lumoame Oy (Finland).

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Delighted (Qualtrics): Delighted, owned by Qualtrics, is a direct peer offering lightweight NPS, CSAT, and CES feedback collection with a self-serve PLG model. It overlaps directly with Mopinion's email and web survey use cases for SMB and mid-market customers.
• AskNicely: AskNicely is a direct peer specializing in NPS collection and CX feedback for frontline and customer-facing teams. Both target CX professionals prioritizing real-time customer feedback metrics.
• Typeform: Typeform is a direct peer specializing in conversational, chat-style forms and surveys — the same use case as Mopinion's Conversational Feedback feature. Both target marketers and product teams seeking higher-engagement survey UX and compete for design-conscious mid-market customers.
• Hotjar: Hotjar is a direct peer offering website feedback analytics (heatmaps, surveys, recordings) to mid-market and enterprise customers. Mopinion and Hotjar both serve digital marketers and UX teams seeking on-site VoC, with Hotjar headquartered in Malta and competing for the same European mid-market segment.
• GetFeedback: GetFeedback (a SurveyMonkey company) is a direct peer in customer experience feedback for Salesforce users, offering NPS and CES surveys. It competes with Mopinion for CX teams that need CRM-integrated feedback collection.

Emerging players

• UserTesting: UserTesting is an emerging player in qualitative user feedback and usability testing, overlapping with Mopinion's UX & Design Expert persona. Both target product and design teams seeking direct user voice, though UserTesting focuses on moderated/unmoderated video testing.

Broad incumbents

• InMoment: InMoment is a broad incumbent in VoC and customer experience intelligence, serving enterprise customers with multi-channel feedback analytics. It competes with Mopinion for enterprise CX programs that require deeper analytics and AI-driven actioning.
• SurveyMonkey: SurveyMonkey is a broad incumbent in online survey and feedback collection, with a self-serve PLG motion similar to Mopinion's. It overlaps directly with Mopinion's NPS/CSAT and email survey use cases at the SMB and mid-market tier.
• Medallia: Medallia is a broad incumbent in enterprise VoC and customer experience management, serving global enterprises. It competes with Mopinion for large enterprise CX deployments with deeper AI/text analytics and global rollout capabilities.
• Qualtrics: Qualtrics is the broad incumbent in experience management, offering enterprise-scale VoC, employee experience, and product experience suites. It competes with Mopinion for large enterprise CX programs and bundles significantly broader analytics and benchmark data.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mopinion
• Xx.com/managefeedback
• Facebookfacebook.com/mopinionlabs

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Mopinion