SmartSurvey

Name

SmartSurvey

Legal name

SmartSurvey Ltd

Website

https://smartsurvey.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Tewkesbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Plans: SmartSurvey generates revenue primarily through tiered subscription plans including a free Basic plan and paid plans (Essential, Professional, Organisation, Enterprise) with monthly or annual billing cycles. Paid plans offer increased response limits, advanced features, branding options, and team collaboration tools.
2. Student Plan: Special discounted subscription plan available for students with academic/educational use requirements. Provides access to core survey features at reduced pricing.
3. AI Credits: AI-Response Assistance Features consume AI Credits. Paid plans include Plan Credits that refresh with each subscription period. Additional AI Credits can be purchased separately for expanded usage.
4. Enterprise Custom Pricing: Full Access Plan pricing is agreed separately for each subscription period, providing custom enterprise solutions for large organisations with specific requirements.
5. Managed Services: Expert team builds and deploys surveys and dashboards for customers who need faster insights but lack time or resources to do it themselves.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

SmartSurvey is a UK-based online survey software platform that enables organisations to create, distribute, collect, and analyse survey feedback across multiple channels (email, SMS, web embed, popups, QR codes, offline kiosks). The platform provides purpose-built experience management solutions for customer experience (SmartCX), employee experience (SmartEX), patient experience (SmartPX), and citizen engagement (SmartCE), alongside AI-powered analysis capabilities including sentiment analysis, thematic analysis, instant translations and AI-assisted survey generation.

Product overview

SmartSurvey is an online survey software platform that provides a comprehensive suite of tools for creating, distributing, collecting, and analyzing survey feedback. The platform consists of a core survey creation and distribution engine with multiple delivery channels (email, SMS, web embed, popups, QR codes, offline mode), supported by specialized solution modules branded as SmartCX™ (customer experience), SmartEX™ (employee experience), SmartPX™ (patient experience), and SmartCE™ (citizen engagement). AI capabilities include survey generation, sentiment analysis, text/thematic analysis, and instant translations. Additional offerings include Consumer Panels (access to 20M+ respondents), Managed Services (expert survey building), and a Developer API for programmatic integration. SmartPolls provides a separate free poll creation tool. The platform offers 125+ pre-built survey templates across multiple industries.

Differentiator

Problem solved

Functional benefit

Brands

• SmartCX: Customer experience management solution for capturing feedback across the customer journey
• SmartPX
• SmartEX
• SmartCE
• SmartPolls

Products and services

• SmartSurvey Platform The core online survey software platform providing end-to-end survey creation, distribution, collection, and analysis capabilities. Supports multiple distribution channels including email, SMS, web embed, popups, QR codes and offline mode, and is used by organisations to capture feedback across customer, employee, patient and citizen audiences.
• SmartCX Customer experience solution that captures feedback across the customer journey, identifies drivers of dissatisfaction and enables organisations to act on insights through case management. Built for CX and customer insights teams.
• SmartEX Employee experience solution enabling HR teams and organisations to listen to employees at every stage of their journey through pulse surveys, engagement surveys, onboarding surveys, exit interviews and eNPS.
• SmartPX Patient experience solution that gives patients a voice and turns feedback into measurable improvements in healthcare settings, including NHS Friends and Family Test and patient experience questionnaires for healthcare providers and NHS trusts.
• SmartCE Citizen engagement platform that enables government bodies and public sector organisations to run consultations at scale and demonstrate how community views drive decisions. Used for citizen surveys, public consultations and community engagement programmes.
• SmartPolls Free online poll maker tool that lets users create quick polls and capture opinions in real time via shareable links for social media, email or embedded websites.
• Consumer Panels Audience sourcing service that gives SmartSurvey customers access to over 20 million respondents across more than 70 countries, enabling them to collect diverse perspectives for market research without having to recruit participants themselves.
• Managed Services Professional service in which SmartSurvey's expert team builds and deploys surveys and dashboards for customers who need faster insights but lack the time or internal resources to do it themselves.
• SmartSurvey API Developer-facing REST API and webhooks that allow third-party applications to integrate SmartSurvey's survey platform — creating surveys, collecting responses and managing survey data programmatically. Access is governed by separate API developer terms.

Quantifiable outcome

• One insights team replaced an outdated feedback system and built a programme that now resolves customer issues within the hour, scaling from 100 to 250,000 responses
• +3 more outcomes

Named customers19 records

Segments10 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability4 records

Feature13 records

Partnerships

Six partnerships are on record, tiered core and supporting.

• SalesforcecoreTechnology or IntegrationNative integration allowing SmartSurvey responses to sync directly with Salesforce CRM, enabling seamless data flow between survey feedback and customer relationship management systems.
• Power BIcoreTechnology or IntegrationIntegration enabling SmartSurvey users to push survey data into Microsoft Power BI for advanced visualisation and business intelligence analysis.
• ZapiersupportingTechnology or IntegrationZapier integration allowing SmartSurvey to connect with thousands of other applications and automate workflows through Zapier's platform.
• Google AnalyticssupportingTechnology or IntegrationIntegration with Google Analytics for tracking and analysing survey-related website traffic and user behaviour.
• OpenAI (On Azure)coreTechnology or IntegrationDefault AI model for AI-Response Assistance Features providing enhanced service capabilities including sentiment analysis, thematic analysis, and AI-powered survey assistance.
• Civo UKcoreTechnology or IntegrationUK-based cloud infrastructure option for AI processing, allowing data to be maintained and transferred only within the UK for customers with advanced data processing requirements.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• QuestionPro: Online survey and experience management platform offering surveys, CX, EX, and market research tools — overlapping with SmartSurvey's full suite of solutions and verticals.
• Formstack: Online form builder with survey, workflow, and document generation capabilities, serving SMB and enterprise customers with similar self-serve and integrated use cases.
• Jotform: Drag-and-drop online form and survey builder with freemium tiers, integrations, and an enterprise tier — a direct competitor in self-serve survey and form creation for SMBs.
• SurveyMonkey: One of the largest online survey platforms globally, offering self-serve and enterprise survey tools. Closely comparable to SmartSurvey in core survey creation, distribution, and analysis, with a similar PLG-to-enterprise funnel.
• Typeform: Conversational form and survey builder with strong design-led UX and freemium funnel, competing for the same SMB and mid-market survey use cases as SmartSurvey's core platform.
• Alchemer: Enterprise-grade survey and customer feedback platform (formerly SurveyGizmo), competing in the same mid-market and enterprise feedback management space as SmartSurvey.
• Qualtrics: Enterprise experience management platform covering customer, employee, product, and brand experience — directly overlapping with SmartSurvey's SmartCX, SmartEX, SmartPX, and SmartCE solutions. Competitor at the high end of the market.

Broad incumbents

• Microsoft Forms: Free, bundled survey and form tool inside the Microsoft 365 ecosystem, providing low-friction competition especially within enterprise customers already standardized on Microsoft.
• Zoho Survey: Survey tool within Zoho's broader business application suite, offering an integrated, lower-cost alternative aimed at SMBs already using Zoho CRM or other Zoho apps.
• Google Forms: Free, widely adopted form and survey tool within Google's productivity suite, competing at the very low end of the market where SmartSurvey's free Basic plan operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SmartSurvey
• Facebookfacebook.com/SmartSurveyUK
• LinkedInlinkedin.com/company/smartsurvey

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 SmartSurvey