SmileBack
SmileBack (now Customer Feedback) is a cloud-based customer feedback platform built for Managed Service Providers, offering automated CSAT and NPS surveys at ticket closure with native ConnectWise PSA integration and tiered annual subscription pricing via a product-led go-to-market.
- Company typePrivate
- Founded2014
- HeadquartersWilmington, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What SmileBack does
SmileBack, now operating as "Customer Feedback" within the ConnectWise platform, is a cloud-based customer feedback system purpose-built for Managed Service Providers (MSPs). The product captures CSAT and NPS scores via automated one-click surveys triggered at ticket closure, supported by real-time analytics dashboards, project surveys, and automated response workflows. It integrates natively with ConnectWise PSA for bidirectional ticket-status syncing and extends to nine third-party partners including Microsoft Teams, BrightGauge, Dropbox, and Zapier.
The underlying technology is a multi-tenant SaaS platform with an embeddable website widget, API access included in all pricing tiers, and data filtering/segmentation capabilities. An advertised embeddable Google Reviews integration and templated QBR reporting extend the surface into lead generation and client-facing reporting. No standalone public revenue, headcount, or pricing details are disclosed; the product operates under ConnectWise, LLC, a privately-held US-domiciled MSP software provider.
The business model is a tiered annual subscription with all features included per tier, distributed via a dual channel: direct self-serve free-trial signup (PLG motion) targeting SMB MSPs, and OEM/embedded distribution through the ConnectWise platform targeting the mid-market. Marketing is concentrated on ConnectWise's content properties, partner referral programs, and IT Nation industry events. Named customer evidence is limited to a single mid-market MSP testimonial (OnboardIT); the broader customer base is inferred to be a long tail of small and mid-sized MSPs acquired through product-led and channel-led motions.
SmileBack firmographics
Firmographics- Name
- SmileBack
- Legal name
- ConnectWise, LLC
- Website
- https://smileback.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SmileBack (now Customer Feedback) is a cloud-based customer feedback platform built for Managed Service Providers, offering automated CSAT and NPS surveys at ticket closure with native ConnectWise PSA integration and tiered annual subscription pricing via a product-led go-to-market.
- Ownership category
- akta.pro rank
SmileBack industry classification
Industry- Product category
- Customer Feedback / Experience Management Software
- NAICS
- Other Services Related to Advertising (54189)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Customer Retention, Win-Back & Churn Reduction Programs (MPAAAIAH)
- akta.pro secondary industry
- Loyalty, Rewards & Retention Platforms (BPAFAFAH)
Keywords
Where SmileBack is headquartered
LocationHeadquarters
- HQ city
- Wilmington
- HQ country
- United States
- HQ region
- North America
Markets served
SmileBack business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription-based Software Licensing: SaaS subscription model with tiered pricing plans (All features included in each price tier). Revenue generated through recurring subscription fees with annual or multi-year billing options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | All-in-one tier with all features included |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
SmileBack product offering
Product offeringCore offering
SmileBack (now branded as Customer Feedback) is a SaaS customer feedback platform purpose-built for Managed Service Providers. It captures CSAT and NPS responses triggered automatically at PSA ticket closure, surfaces trends through real-time dashboards, and pushes positive feedback to Google Reviews. The offering is delivered via subscription, includes all features in every pricing tier, and is sold primarily through a self-service free-trial motion with ConnectWise as its distribution partner.
Product overview
Customer Feedback (formerly SmileBack) is a customer feedback platform acquired by ConnectWise and rebranded as part of their platform offering. The product provides MSP-focused customer satisfaction tools including one-click surveys, Customer Satisfaction (CSAT) scoring, Net Promoter Score (NPS), and project surveys. It integrates natively with ConnectWise PSA and other third-party tools like Microsoft Teams, BrightGauge, Dropbox, Zapier, and others. The product is positioned as a standalone customer feedback solution within the broader ConnectWise platform which includes related products like ConnectWise PSA, ConnectWise CPQ, and ConnectWise RMM.
Differentiator
Problem solved
Functional benefit
Products and services
- Customer Feedback (formerly SmileBack) Cloud-based, MSP-focused customer feedback platform that automatically captures CSAT and NPS responses at PSA ticket closure and during project completion, surfaces trends in real-time dashboards, supports automated remediation workflows, publishes positive reviews to Google Reviews, and integrates natively with ConnectWise PSA, Microsoft Teams, BrightGauge, Dropbox, Zapier, Lifecycle Insights, Cloud Radial, Connect Smart, and Captain's Chair. Sold as a SaaS subscription targeted at Managed Service Providers seeking end-to-end visibility into client satisfaction.
Quantifiable outcome
- Extremely high response rates on ticket closures
Companies that use SmileBack
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
SmileBack technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature9 records
SmileBack partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ConnectWise PSAcoreNative integration with ConnectWise PSA enabling automated survey triggers at ticket closure and bidirectional data sync for dynamic PSA updates.
Recent moves4 records
Expansion highlights3 records
SmileBack competitors and assessment
Company assessmentDirect peers
- CustomerGauge: B2B customer experience and NPS software platform. Directly comparable as a subscription-based NPS/feedback solution targeting service-driven B2B customers, with similar customer-retention value propositions.
- AskNicely: Customer experience and NPS platform focused on frontline and service-based businesses. Comparable to SmileBack in its NPS-centric measurement approach, real-time dashboards, and use of customer feedback to drive retention and referrals.
- Promoter.io: NPS software for B2B companies with a focus on response rates and actionable feedback. Comparable to SmileBack in its emphasis on high response rates, NPS tracking, and SaaS delivery to service organizations.
- Delighted: Lightweight customer feedback (CSAT, NPS, CES) SaaS platform. Comparable to SmileBack in its simplicity-first design, self-serve model, and focus on point-of-event survey triggers.
- BrightGauge: Reporting and dashboard software purpose-built for MSPs. A direct vertical peer since both products are ConnectWise-integrated MSP-specific SaaS tools; SmileBack feeds data into BrightGauge for combined KPI reporting.
Broad incumbents
- Qualtrics: Large enterprise customer experience platform offering CSAT/NPS/VoC capabilities across industries. A broad incumbent whose experience management suite could absorb SmileBack's use cases with significant scale and brand.
- Medallia: Enterprise customer experience and VoC platform. Broad incumbent competitor with much larger R&D and customer base; competes for the same CSAT/NPS measurement budgets SmileBack targets.
- SurveyMonkey: General-purpose survey and CX platform (owner of GetFeedback). Broad incumbent with cross-industry reach and GetFeedback as a more direct CX-focused product competing for the same feedback use cases.
- HubSpot Service Hub: CRM and customer-feedback tools bundled into HubSpot's broader platform. A broad incumbent whose NPS/customer-feedback features could be adopted by MSPs as part of a wider CRM purchase, threatening SmileBack's standalone position.
Emerging players
- Wootric (InMoment): NPS and customer feedback tool now part of InMoment. Comparable as a lightweight NPS/CSAT SaaS aimed at digital-first B2B customers, with overlapping measurement and dashboard capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
SmileBack social profiles
Digital presenceSmileBack financial estimates
Financial estimateRevenue estimate
Valuation estimate
SmileBack leadership team
Management profileNumber of profiles
SmileBack funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SmileBack 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 SmileBack
What does SmileBack do?
SmileBack (now branded as Customer Feedback) is a SaaS customer feedback platform purpose-built for Managed Service Providers. It captures CSAT and NPS responses triggered automatically at PSA ticket closure, surfaces trends through real-time dashboards, and pushes positive feedback to Google Reviews. The offering is delivered via subscription, includes all features in every pricing tier, and is sold primarily through a self-service free-trial motion with ConnectWise as its distribution partner.
Is SmileBack a public or private company?
SmileBack is a private company. It is classified as corporate owned and is currently operating.
When was SmileBack founded?
SmileBack was founded in 2014. It employs 11 to 50 people.
Where is SmileBack based?
SmileBack is headquartered in Wilmington, United States, in the North America region.
How does SmileBack make money?
One revenue line is on record: subscription-based Software Licensing.
Who are SmileBack's main competitors?
Direct peers on record are CustomerGauge, AskNicely, Promoter.io, Delighted and BrightGauge. Broad incumbents are Qualtrics, Medallia, SurveyMonkey and HubSpot Service Hub. Wootric (InMoment) is listed as an emerging player.
Does SmileBack have an API?
Yes. The product includes integrations and API access as a feature included in all pricing tiers. However, no specific API documentation URL, endpoints, authentication method, or technical details are provided on this page.
What industry is SmileBack in?
SmileBack's product category is Customer Feedback / Experience Management Software. Its primary akta.pro industry code is MPAAAIAH, Customer Retention, Win-Back & Churn Reduction Programs, with a secondary code of BPAFAFAH, Loyalty, Rewards & Retention Platforms. Its NAICS code is 54189 and its SIC code is 7372.