Usabilla

What Usabilla does

Usabilla is an enterprise SaaS company headquartered in Amsterdam, Netherlands, founded in 2009 with a headcount in the 51–100 range. Its stated product positioning is the capture of visual feedback and the deployment of targeted surveys aimed at improving conversion across web, mobile app, and email channels, addressing feedback-collection and conversion-optimization needs for digital customer-experience programs.

The company is led by co-founder Marc van Agteren as CEO, with Matthijs van Etten heading the Channel & Global Alliances function. Usabilla's only disclosed capital-raise event in the provided data is a $1.0 million round completed on 2011-06-22 from investor Boralis BV, placing it in an early-stage funding posture relative to the data available. No subsequent funding events, M&A, or pricing/contract mechanics for Usabilla are evidenced in the input.

Usabilla-specific evidence on product architecture, named customers, pricing tiers, revenue mix, and operational KPIs is sparse in the input; the majority of product-, integration-, customer-, and GTM-level signals describe a broader survey/CX platform (the surveymonkey.com domain, 260K+ organizational customers, 200+ integrations, NPS/CSAT tooling, enterprise field sales motion). These signals are not attributed directly to Usabilla as a standalone entity and therefore cannot be carried into Usabilla's profile without source support. As a result, standalone competitive positioning, monetization mechanics, and growth profile for Usabilla cannot be fully assessed from the data provided.

Name

Usabilla

Website

https://usabilla.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

Usabilla is an enterprise SaaS company founded in 2009 and headquartered in Amsterdam, Netherlands, with 51–100 employees, focused on capturing visual feedback and deploying targeted surveys to improve conversion across web, mobile app, and email channels for digital customer-experience teams.

Ownership category

akta.pro rank

Product category

Customer Feedback Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)

akta.pro secondary industries

Customer Journey Orchestration & Campaign Management (BPAFAFAF), B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)

Keywords

• Visual feedback software
• Customer feedback surveys
• Conversion optimization tools
• User experience analytics
• Voice of customer

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Survey Software Subscriptions: Tiered subscription model with Basic (free), Individual, Teams, and Enterprise plans. Free tier offers unlimited surveys with 25 free responses per survey. Paid tiers add advanced features, higher response limits, branding controls, and team collaboration.
2. Freemium Base Tier: Free tier serves as customer acquisition channel, allowing users to create unlimited surveys and collect 25 responses per survey at no cost, with clear upgrade paths to paid plans.
3. Enterprise Licensing: Custom-priced enterprise contracts offering secure access, advanced admin tools, powerful integrations at scale, and dedicated support for large organizations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Usabilla sells an enterprise SaaS platform that helps clients capture visual feedback from end users and deploy targeted surveys to increase conversion on the web, in apps, and within emails. The platform enables businesses to collect contextual user insights and act on them to improve digital experience performance.

Differentiator

Problem solved

Functional benefit

Products and services

• Visual Feedback Platform
• Targeted Surveys

Quantifiable outcome

• Lionbridge increased customer satisfaction by 86% using SurveyMonkey and Microsoft Power BI integration
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• SalesforcecoreTechnology or IntegrationNative integration enabling SurveyMonkey survey data to flow directly into Salesforce CRM. Allows CX teams to correlate survey responses with customer records, track satisfaction trends by account, and trigger workflows based on NPS or CSAT scores. Marketed as supercharging CX strategy.
• MarketocoreTechnology or IntegrationIntegration with Marketo marketing automation platform enabling survey data to inform and trigger marketing campaigns, personalize outreach based on customer feedback, and close the loop between customer experience and marketing engagement.
• TableaucoreTechnology or IntegrationIntegration enabling SurveyMonkey survey data to be visualized in Tableau dashboards. Allows advanced analytics combining survey results with other business data sources for comprehensive customer insight analysis.

Scale indicators3 records

Recent moves1 record

Expansion highlights2 records

Direct peers

• Medallia: Enterprise customer experience and feedback platform with strong analytics. Direct peer in large-organization CX programs where Usabilla also competes.
• InMoment (Wootric): Customer experience measurement platform including Wootric NPS/survey tools. Competes for in-app and email CX feedback programs targeted by Usabilla.
• Qualtrics: Enterprise CX and experience management platform. Competes head-to-head with Usabilla/SurveyMonkey in NPS, CSAT, and customer feedback programs for enterprise buyers.
• GetFeedback: Customer feedback platform owned by SurveyMonkey with deep Salesforce integration. Sister product within the SurveyMonkey portfolio competing for similar CX buyers.
• Hotjar: Website feedback and on-page survey tool with heatmaps and session recordings. Closest direct competitor to Usabilla's visual website feedback product, targeting similar marketing and UX teams.
• Typeform: Conversational form and survey platform used for lead capture and feedback. Competes with Usabilla on conversion-focused survey deployment across web and email.

Emerging players

• Contentsquare: Digital experience analytics platform including customer feedback features. Adjacent peer converging on the same visual/digital CX buyer.
• Mouseflow: Session replay, heatmap, and on-page feedback tool for SMBs and mid-market. Comparable to Usabilla's website visual feedback offering at smaller scale.
• FullStory: Digital experience intelligence with session replay, heatmaps, and feedback widgets. Overlaps with Usabilla's in-app and website visual feedback use cases.

Broad incumbents

• SurveyMonkey: Parent company of Usabilla and the largest horizontal survey platform. Operates the broader portfolio including CX, market research, and enterprise feedback suites where Usabilla competes internally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat1 record

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/usabilla
• Facebookfacebook.com/usabilla
• LinkedInlinkedin.com/company/usabilla

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Usabilla