SmartSurvey
- Company typePrivate
- Founded2004
- HeadquartersTewkesbury, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
SmartSurvey firmographics
Firmographics- 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
Where SmartSurvey is headquartered
LocationHeadquarters
- HQ city
- Tewkesbury
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
SmartSurvey business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- 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.
- Student Plan: Special discounted subscription plan available for students with academic/educational use requirements. Provides access to core survey features at reduced pricing.
- 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.
- Enterprise Custom Pricing: Full Access Plan pricing is agreed separately for each subscription period, providing custom enterprise solutions for large organisations with specific requirements.
- 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
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Basic plan for personal use, students, and micro businesses |
| Subscription | Monthly | Paid plans with advanced features including logic, branding, and increased response limits |
| Subscription | Annual | Annual subscription plans with discounted pricing |
| Subscription | Multi-year contract | Enterprise-level custom pricing for large organisations |
| Subscription | Annual | Student discount plan with verified academic status |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
SmartSurvey product offering
Product offeringCore 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
Companies that use SmartSurvey
Customer profileNamed customers19 records
Segments10 records
Ideal customer profiles3 records
SmartSurvey technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability4 records
Feature13 records
SmartSurvey partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and supporting.
- SalesforcecoreNative integration allowing SmartSurvey responses to sync directly with Salesforce CRM, enabling seamless data flow between survey feedback and customer relationship management systems.
- Power BIcoreIntegration enabling SmartSurvey users to push survey data into Microsoft Power BI for advanced visualisation and business intelligence analysis.
- ZapiersupportingZapier integration allowing SmartSurvey to connect with thousands of other applications and automate workflows through Zapier's platform.
- Google AnalyticssupportingIntegration with Google Analytics for tracking and analysing survey-related website traffic and user behaviour.
- OpenAI (On Azure)coreDefault AI model for AI-Response Assistance Features providing enhanced service capabilities including sentiment analysis, thematic analysis, and AI-powered survey assistance.
- Civo UKcoreUK-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
SmartSurvey competitors and assessment
Company assessmentDirect 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
SmartSurvey social profiles
Digital presenceSmartSurvey compliance and trust
Trust signalCompliance8 records
SmartSurvey financial estimates
Financial estimateRevenue estimate
Valuation estimate
SmartSurvey leadership team
Management profileNumber of profiles
Profiles2 records
SmartSurvey funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SmartSurvey M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SmartSurvey
What does SmartSurvey do?
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.
Is SmartSurvey a public or private company?
SmartSurvey is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SmartSurvey founded?
SmartSurvey was founded in 2004. It employs 11 to 50 people.
Where is SmartSurvey based?
SmartSurvey is headquartered in Tewkesbury, United Kingdom, in the Europe region.
How does SmartSurvey make money?
Five revenue lines are on record. Subscription Plans are the primary driver. The others are student Plan, AI Credits, enterprise Custom Pricing and managed Services.
Who are SmartSurvey's main competitors?
Direct peers on record are QuestionPro, Formstack, Jotform, SurveyMonkey, Typeform, Alchemer and Qualtrics. Broad incumbents are Microsoft Forms, Zoho Survey and Google Forms.
Does SmartSurvey have an API?
Yes. SmartSurvey provides a public API and webhooks for connecting feedback to any system. The API enables developers to create applications that integrate with SmartSurvey's survey platform, including creating surveys, collecting responses, and managing data. Rate limits apply and details can be found in the API documentation. API access requires a user account and credentials. Developer documentation is at docs.smartsurvey.io.