What Squiz does

Squiz is a privately held Australian software company founded in 1998 in Sydney, operating a Digital Experience Platform (DXP) that combines content management, personalization, on-site search, behavioral analytics, a customer data platform, digital asset management, and an integration platform (iPaaS) into a single SaaS architecture. Its core products are Squiz DXP, Squiz Funnelback Search (a 20+ year-old enterprise search engine extended with LLM-powered Conversational Search via RAG), and Squiz Content Intelligence (a 2024-launched, CMS-agnostic product that audits digital estates for accessibility compliance and AI discoverability). The platform is delivered as a multi-tenant SaaS with ISO 27001 and SOC 2 Type 1/Type 2 certifications, a global CDN, and is positioned for complex, service-led organizations.

Squiz serves more than 500 organizations globally across primary verticals of government and higher education, with additional penetration in professional services, financial and insurance services, healthcare, and utilities. Named customers include Southwest Airlines, the UK's Shared Services Connected Limited (supporting 29 UK government departments), the Universities of Otago, Edinburgh, North Dakota, Greenwich, and London South Bank, CUA Health, Ciena, and the Local Government Association of South Australia. The company has been recognized as a Leader in the Gartner Magic Quadrant for Digital Experience Platforms for 15 consecutive years (2011-2025), operates offices across Australia, New Zealand, the UK, the US, and Poland, and combines a direct enterprise field-sales motion with a partner channel.

Revenue is generated through annual platform subscriptions priced by capability footprint, with Content Intelligence priced by digital estate size, supplemented by professional services for implementation, migration, and consulting. Go-to-market emphasizes long sales cycles, multi-site deployments, and component-based design system reuse; the 2026 product roadmap signals a strategic shift toward agentic AI capabilities including autonomous content fixes, File-to-DXP ingestion, and AI-driven A/B testing.

Name

Squiz

Legal name

Squiz

Website

https://squiz.net

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

Squiz is a privately held Australian software company operating a SaaS Digital Experience Platform (DXP) with integrated search, personalization, and content intelligence, serving 500+ complex, service-led organizations across government, higher education, professional services, healthcare, and utilities globally.

Ownership category

akta.pro rank

Product category

Digital Experience Platform

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Developer Experience Platforms for Enterprise (IDEs, CI/CD, Dev Portals) (HDAEAKAI)

Keywords

• Digital experience platform
• Enterprise content management
• Site search software
• Customer data platform
• Web accessibility auditing

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices9 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Squiz DXP SaaS Subscription: Squiz operates as a SaaS platform with subscription-based pricing. The DXP is a single platform with all capabilities built to work together as connected parts. Pricing is based on the capabilities organizations actually use. Organizations can adopt capabilities incrementally while maintaining the DXP as the foundation. The platform offers automatic upgrades, maintenance, and performance scaling as part of the subscription.
2. Content Intelligence Subscription: Squiz Content Intelligence pricing scales with the size of the digital estate - from single domain with hundreds of pages to portfolios spanning dozens of domains and millions of pages. Tiered pricing structure based on digital estate size. Full platform delivered at a fraction of manual audit costs.
3. Professional Services: Squiz offers professional services for implementation, consulting, and development support. Organizations can access experienced consulting and development teams when additional capacity or specialized skills are needed beyond platform licensing.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Squiz builds and sells a SaaS Digital Experience Platform (DXP) that combines a hybrid headless content management system, AI-powered site search (Funnelback), personalization, behavioral analytics, customer data platform, and integration capabilities (iPaaS) into a single unified platform. The company also offers Squiz Content Intelligence for AI-readiness and accessibility auditing, and provides professional services for implementation, migration, and consulting.

Product overview

Squiz is a Digital Experience Platform company offering a unified platform architecture centered on Squiz DXP, combined with specialized products for search (Squiz Funnelback Search) and content intelligence (Squiz Content Intelligence). Squiz DXP serves as the core platform integrating content management, personalization, customer data platform, behavioral analytics, digital asset management, and integrations capabilities. Squiz Funnelback Search provides intelligent on-site search including keyword search and conversational search powered by AI. Squiz Content Intelligence offers AI-powered content health auditing for accessibility and AI readiness. The platform also includes Component Service for design system management, Advanced Forms for dynamic data capture, and Optimization tools for SEO and content quality. All capabilities are built to work together as connected parts of the platform, though they can be adopted progressively based on customer needs.

Differentiator

Problem solved

Functional benefit

Brands

• Squiz DXP: Squiz Digital Experience Platform - a platform combining content management, personalization, search and analytics to help marketing teams build, manage and optimize digital experiences without developer dependency.
• Squiz Funnelback Search
• Squiz Content Intelligence
• Spark
• Accessibility Auditor
• AI Readiness Auditor

Products and services

• Squiz DXP (Digital Experience Platform) The core Digital Experience Platform combining content management, personalization, search, and analytics in a single SaaS offering. Empowers marketing teams to build, manage, and optimize digital experiences without developer dependency, with visual page building, governance layers, multi-site management, and automatic upgrades.
• Squiz Funnelback Search

Quantifiable outcome

• Reduced support calls by 30-40% with Funnelback Search
• +8 more outcomes

Named customers15 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability24 records

Feature12 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• TealiumcoreTechnology or IntegrationIntegration with Tealium CDP announced in recent product updates. Enables customers to use Tealium customer data directly in Squiz DXP to build more sophisticated segments and personalize web pages.
• MicrosoftcoreTechnology or IntegrationPre-built, secure integrations with Microsoft ecosystem including Azure, Office 365, and related Microsoft enterprise tools.
• SalesforcecoreTechnology or IntegrationPre-built connector for Salesforce CRM enabling lead management and customer relationship workflows integrated with Squiz DXP.
• HubSpotcoreTechnology or IntegrationPre-built integration with HubSpot marketing automation platform for lead capture, nurturing, and marketing workflows.
• GooglecoreTechnology or IntegrationPre-built integrations with Google Analytics and Google enterprise tools. Funnelback Search integrates with Google for search optimization and insights.
• CloudflarecoreTechnology or IntegrationCloudflare partnership for content delivery, security, and performance. Winner of Cloudflare Luminary Award for Digital Transformation Excellence.
• WeWorkminorOthersSquiz New York office located in WeWork facility at 575 5th Avenue, providing flexible workspace for US team.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sitecore: One of the leading enterprise Digital Experience Platforms, offering a composable DXP with content management, personalization, analytics, and commerce. Direct competitor to Squiz in mid-market and enterprise CMS/DXP deals, particularly in higher education and government.
• Optimizely: Full Digital Experience Platform combining CMS, experimentation, and personalization. Competes directly with Squiz in mid-market and enterprise segments, with overlapping feature sets spanning content management, A/B testing, and personalization.
• Contentful: Headless CMS platform with composable architecture and growing DXP capabilities. Direct competitor to Squiz for organizations adopting headless/composable architectures, especially in mid-market and digital-first enterprises.
• Liferay: Enterprise portal and DXP platform with strong presence in government, financial services, and large enterprises. Direct competitor to Squiz in regulated industries and enterprise portal/ intranet scenarios.
• Kentico: Hybrid CMS and DXP targeting mid-market and enterprise customers. Competes with Squiz in CMS-led deals, particularly where marketing teams want an all-in-one platform with built-in personalization and analytics.
• Magnolia: Composable DXP with strong personalization and integration capabilities. Direct competitor in mid-market enterprise deals, particularly in Europe where both vendors have meaningful presence.
• Bloomreach: Headless DXP with strong e-commerce and content capabilities, focusing on personalization and AI-driven customer experiences. Overlaps with Squiz in personalization, content, and search.

Broad incumbents

• Adobe Experience Manager: Part of Adobe Experience Cloud, this enterprise CMS and DXP is the dominant incumbent in large enterprises. Competes with Squiz in higher education and large enterprise deals, though it is a much broader, higher-priced solution from a much larger vendor.
• Acquia (Drupal): Commercial sponsor of Drupal offering a DXP built on Drupal CMS with personalization, search, and analytics. Direct competitor in higher education and government, with open-source roots similar to Squiz's origin.

Emerging players

• Coveo: AI-powered enterprise search and relevance platform. Partial competitor to Squiz Funnelback Search and Conversational Search in the search-specific portion of the DXP stack, particularly for knowledge management and support use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/SquizGlobal

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Squiz