What Forsta does

Forsta is a customer experience and market research technology provider that operates an AI-powered Human Experience (HX) Platform. The platform unifies customer feedback, employee insight, and brand perception data through a centralized Data Hub, enabling ingestion of structured and unstructured signals from surveys, reviews, social, contact centers, and operational systems. Core products include the HX Platform, Forsta AI (analytics and generative AI layer), Forsta Plus (survey and panel management with Decipher), Employee Experience, Customer Experience, Brand Experience, Market Research modules, and qualitative tools (Forsta Vision, Intervu, Forsta Discussions, Digital Diaries). Acquired sub-brands ReviewTrackers (review management), Rio SEO (local SEO), InMoment (CX/MR), and HelloIgnite (innovation crowdsourcing) extend the surface area across adjacent experience management categories.

The company serves roughly 2,500 brands across at least twelve verticals including retail, insurance, financial services, technology, restaurants, hotels, automotive, entertainment, travel, utilities, and market research. Named enterprise customers include Walmart, Verizon, GM, Allianz, Microsoft, and Facebook. Revenue is generated through enterprise SaaS subscriptions (modular add-ons, annual billing, quote-based pricing) supplemented by professional services and strategic consulting. Distribution is primarily direct enterprise field sales with CTAs such as 'Speak with an expert' and 'Book a project,' supported by a content marketing engine across blog, webinars, e-books, podcasts, case studies, and events.

Forsta has been a wholly owned subsidiary of Press Ganey and, in 2025, became part of Qualtrics through Qualtrics' acquisition of Press Ganey, which remains under regulatory review in healthcare. Operationally the company continues to serve multi-location enterprise brands globally while benefiting from parent-company distribution channels. Headcount sits between 501 and 1,000 employees. Forsta has grown through acquisitions, including Rio SEO and HelloIgnite in 2022 and InMoment in 2025.

Name

Forsta

Legal name

Forsta

Website

https://forsta.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Forsta provides an AI-powered Human Experience (HX) Platform that unifies customer, employee, and brand experience data for multi-location enterprise brands across 12+ verticals, serving 2,500+ brands including Walmart, Verizon, and Microsoft. It operates as a subsidiary of Press Ganey/Qualtrics.

Ownership category

akta.pro rank

Product category

Customer Experience Management Software

NAICS

Computer Systems Design and Related Services (54151), Human Resources Consulting Services (541612)

SIC

Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)

akta.pro primary industry

HR Service Delivery, Case Management & Employee Self-Service (BPACAPAL)

Keywords

• Customer experience software
• Market research technology
• Experience management platform
• Survey analytics software
• Employee engagement platform

Headquarters

HQ city

Vancouver

HQ country

Canada

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, Infrastructure

Revenue model

1. HX Platform Subscription: SaaS subscription model for access to the AI-powered Human Experience platform including customer experience, employee experience, and brand experience modules. Customers choose add-ons and modules based on their needs.
2. Professional Services & Consulting: Strategic consulting services, onboarding and training, participant management, and technical assistance provided alongside the platform

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Forsta provides an AI-powered Human Experience (HX) Platform that unifies customer experience, employee experience, brand experience, and market research capabilities for enterprise organizations. The platform combines Forsta AI (NLP, predictive analytics, agentic AI) with a data hub, survey/panel management, qualitative research tools, and APIs, sold primarily as an annual SaaS subscription with optional professional services.

Product overview

Forsta is a customer experience and market research technology company offering a unified Human Experience (HX) Platform that integrates customer feedback, employee insight, and brand perception management. The core platform combines AI-powered analytics (Forsta AI), survey and panel management tools (Forsta Plus with Decipher, Panel Management), qualitative research capabilities (Vision, Intervu, Forsta Discussions, Digital Diaries), and specialized CX modules (Voice of Customer, Employee Experience, Brand Experience). The portfolio includes add-on HX Catalysts for specialized use cases (Predictive NPS, Social Listening, Competitive Benchmarking, Customer Journey Mapping) and sub-brands Rio SEO (local search) and ReviewTrackers (reputation management). The platform supports 2,500+ brands across retail, insurance, financial services, technology, restaurants, hotels, automotive, entertainment, travel, utilities, and market research industries.

Differentiator

Problem solved

Functional benefit

Brands

• Forsta Plus: Survey and reporting platform with panel management capabilities
• Forsta AI
• HX Platform
• Decipher
• Forsta Vision
• Studio Canvas
• Forsta Go
• InMoment
• ReviewTrackers
• Rio SEO
• Research HX

Products and services

• HX Platform AI-powered Human Experience platform that connects customer feedback, employee insight, and brand perception data into a unified system for real-time experience management across enterprise organizations.
• Forsta AI AI-powered intelligence layer that transforms experience data into actionable insights and recommendations, delivering 75% reduction in analysis time through AI summaries, agentic AI research assistance, and 99.6% predictive accuracy.
• Forsta Plus All-in-one research platform combining survey design, panel management (up to 5 million panelists), sampling, reporting, and analysis capabilities in a unified system for market research studies.
• Decipher Quantitative survey platform for complex research with drag-and-drop ease or full-code control, supporting advanced logic, rich media, and 80+ language capabilities.
• Forsta Vision Live video facility and focus group technology enabling remote and in-person qualitative research across a global network of 1,200+ focus group facility locations.
• Studio Canvas Visual storytelling and report creation tool with drag-and-drop functionality for producing professional research reports with live data updates and interactive elements.
• Customer Experience Voice of customer program with omnichannel analytics, digital focus groups, crowdsourcing, digital feedback, and contact center solutions for enterprise CX programs.
• Employee Experience Comprehensive employee engagement platform including pulse surveys, 360 and 180 assessments, lifecycle feedback, engagement tools, and employee crowdsourcing for frontline innovation.
• Brand Experience Reputation management, listings management, review publishing and requesting, local pages, social media management, competitive insights, and search insights for brand perception tracking.
• Market Research Advanced data collection, digital diaries, data visualization, multi-mode research, online and in-person focus groups, panel management, and online communities for end-to-end market research studies.
• ReviewTrackers Review management and reputation tracking platform for monitoring and responding to customer reviews across multiple platforms.
• Rio SEO Local search and SEO optimization platform for multi-location brands to manage local listings, local pages, and AI search visibility.
• InMoment Customer experience and market research platform acquired by Forsta to strengthen customer feedback collection and AI-powered text analytics capabilities.

Quantifiable outcome

• 99.6% predictive accuracy with agentic AI for understanding and preempting human behavior
• +3 more outcomes

Named customers6 records

Segments12 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability8 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core, parent/owner and minor.

• HelloIgnitecoreTechnology or Integration · 9 August 2022Foresta acquired HelloIgnite, a crowdsource and innovation platform that helps organizations improve customer and employee experiences by collecting ideas from employees and consumers. The deal integrated HelloIgnite's technology into Foresta's Human Experience platform to enhance solutions for CX, EX, and MR.
• InMomentcoreTechnology or IntegrationForesta acquired InMoment to strengthen its customer feedback collection and AI-powered text analytics capabilities, connecting disparate data sources across multiple channels.
• Press Ganeyparent/ownerOthersForesta is part of the Press Ganey family. Qualtrics' acquisition of Press Ganey (including Foresta assets) was under regulatory review, which would strengthen Qualtrics' position in regulated healthcare where patient experience scores affect US Medicare and Medicaid reimbursements.
• AmplitudeminorStrategic or Co-development PartnerAmplitude acquired Kraftful as part of broader CX tech ecosystem consolidation. Foresta is mentioned in context of acquisitions challenging established CX leaders like Medallia and Qualtrics.
• ContentsquareminorStrategic or Co-development PartnerContentsquare planned to acquire Loris AI as part of CX tech ecosystem evolution. Foresta competes with or is positioned alongside Contentsquare in the changing CX landscape.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Medallia: Medallia is a leading independent customer experience management platform offering omnichannel feedback collection, text and speech analytics, and predictive intelligence. It directly competes with Forsta across CX programs in retail, hospitality, financial services, and other verticals Forsta serves.
• InMoment: InMoment was an independent CX and text analytics platform that Forsta acquired in October 2025. It previously competed directly with Forsta in customer feedback collection and AI-powered experience analytics, serving overlapping enterprise verticals.
• Clarabridge: Clarabridge is a customer experience text and speech analytics platform now part of Qualtrics. It directly competed with Forsta in AI-powered unstructured feedback analysis for enterprise CX programs and is therefore a closely comparable peer in the CX analytics category.
• Reputation.com: Reputation.com provides reputation management, listings, and review management for multi-location enterprise brands. It overlaps with Forsta's Brand Experience and Rio SEO modules and is a directly comparable peer for retail, hospitality, and healthcare reputation programs.
• BirdEye: BirdEye is a customer experience and reputation management platform serving multi-location businesses with reviews, listings, surveys, and messaging. It is comparable to Forsta's Brand Experience and CX offerings for retail, hospitality, and services SMB-to-enterprise customers.

Broad incumbents

• Qualtrics: Qualtrics is the broader CX/EX/MR platform acquired by Silver Lake and now parent of Press Ganey/Forsta. It offers overlapping capabilities at greater enterprise scale and brand recognition, making it both a sibling platform and the most significant direct competitor under common ownership.
• Verint Systems: Verint is a long-established customer engagement and workforce engagement analytics vendor with broad CX, voice of customer, and contact center intelligence capabilities. It competes in adjacent enterprise experience analytics categories with Forsta but does not focus exclusively on the HX niche.
• NICE: NICE offers enterprise customer interaction analytics, contact center intelligence, and CX solutions at global scale. It overlaps with Forsta in experience analytics and survey-adjacent capabilities but is broader in scope, spanning workforce engagement and contact center operations.
• Press Ganey: Press Ganey is the parent entity of Forsta and the dominant patient experience measurement vendor for US healthcare providers. It is now part of Qualtrics following the 2025 acquisition and is comparable to Forsta as a sibling experience measurement platform serving regulated industries.

Emerging players

• Khoros: Khoros provides digital customer engagement software including social media management, online communities, and care solutions. It overlaps with Forsta's social listening and customer engagement capabilities and is a partial peer for brands prioritizing digital-first CX programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Forstaglobal
• Facebookfacebook.com/Forstaglobal

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 Forsta