Counting Opinions Ltd

What Counting Opinions Ltd does

Counting Opinions Ltd (legal name: Counting Opinions (SQUIRE) Ltd.) is a privately held, Toronto-based software vendor founded in 2004 that sells subscription web-based performance management solutions exclusively to the library market. Its platform is built around LibPAS, a comprehensive performance data management system for academic, public, special, state/provincial, and consortium libraries that consolidates data capture, real-time reporting, trend analysis, and peer comparisons; it is complemented by LibSat (continuous customer satisfaction and feedback measurement), InformsUs 2.0 (custom forms and surveys), and ROAR (report-capture-and-reuse automation). Technically, the suite is delivered as fully hosted, browser-agnostic SaaS with 24x7x365 availability, role-based access control, an API for export to Excel, Microsoft Power BI, Google Looker and Tableau, and secure dedicated servers housed in US and Canadian data centers.

The company monetizes through recurring subscription contracts sold directly to libraries via a sales-led motion with no disclosed list pricing, and it relies on a small direct sales team plus its website, customer portal, and case studies as demand-generation channels. Its served market is fragmented: academic and public libraries are primary segments, with library consortia, state/provincial libraries, and special libraries as adjacent segments. The go-to-market is intentionally low-friction for buyers, requiring minimal or no IT involvement from the subscriber. Counting Opinions retains access to subscriber summary data to produce industry-wide comparative benchmarks, which is the basis of its peer-comparison value proposition and a structural data advantage within its niche.

The firm is bootstrapped (no disclosed funding rounds, acquisitions, or institutional investors), has a headcount of 11-50 employees, and operates from a single Toronto headquarters with documented customers across the United States, Canada, and New Zealand. There is no evidence of AI/ML capabilities, patents, certifications, or third-party validation in the source data, and revenue figures are not publicly disclosed. Ownership, leadership team, and detailed financials are not present in the input.

Name

Counting Opinions Ltd

Legal name

Counting Opinions (SQUIRE) Ltd.

Website

https://countingopinions.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Counting Opinions Ltd is a Toronto-based SaaS vendor, founded in 2004, that sells subscription web-based performance management, customer satisfaction, and survey solutions exclusively to academic, public, special, and consortium libraries.

Ownership category

akta.pro rank

Product category

Library Performance Management Software

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Business Intelligence, Reporting & Visualization Services (BPAEAHAD)

Keywords

• Library performance management
• Customer satisfaction surveys
• Library data analytics
• Statistical reporting software
• Library benchmarking platform

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Services: Web-based solutions delivered as subscription services with fully hosted infrastructure, requiring minimal or no IT involvement from clients

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Counting Opinions develops and delivers fully-hosted, web-based subscription software that enables libraries to capture, manage and measure performance data, including customer feedback, real-time data management, outcomes measurement and peer comparisons. The platform centers on LibPAS for performance data management, complemented by LibSat for continuous customer satisfaction measurement, InformsUs 2.0 for custom survey/form creation, and ROAR for data re-use across statistical reports.

Product overview

Counting Opinions Ltd offers a platform of interconnected web-based solutions for library performance management. The core platform, LibPAS, serves as the central performance data management hub, complemented by LibSat for continuous customer satisfaction measurement, InformsUs 2.0 for custom survey and form development, and ROAR for streamlined report compilation and data re-use. These products are designed to work together, with InformsUs 2.0 fully integrating with LibPAS and LibSat, and all solutions delivered in real-time with 24x7x365 availability.

Differentiator

Problem solved

Functional benefit

Brands

• LibPAS: Comprehensive performance data management solution for libraries (academic, public, special, states/provinces, library consortia) featuring real-time data capture, reporting, and outcomes measurement.
• LibSat
• InformsUs 2.0
• ROAR

Products and services

• LibPAS A comprehensive performance data management solution for academic, public, special, state/provincial libraries and library consortia that consolidates data capture, reporting, trend analysis and peer comparisons into one real-time platform with API export to Excel, Microsoft Power BI, Google Looker and Tableau.
• LibSat The first continuous Customer Satisfaction and Feedback Management Solution specifically developed for academic and public libraries, enabling real-time measurement of shifts in satisfaction, quality, use, importance, referral rates and expectations to inform decisions and add credibility to budget presentations.
• InformsUs 2.0 A web-based tool for the development and implementation of custom forms and surveys, fully integrating with LibPAS and LibSat, enabling transactional data capture, optional automatic email responses/notifications, and consolidated collection of feedback forms, surveys and app data.
• ROAR (Report/capture data Once and Auto Re-use) A reporting efficiency tool that enables easy compilation of data for any reporting situation and the contribution of that data to any surveys housed in LibPAS, reducing redundancy in data entry across statistical reports and submissions.

Quantifiable outcome

• Reduces staff burden through streamlined data capture process
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Scale indicators1 record

Recent moves1 record

Expansion highlights2 records

Direct peers

• Springshare: Springshare offers LibAnalytics and a suite of library-focused tools (LibGuides, LibAnswers, LibChat) that overlap directly with Counting Opinions' LibPAS and LibSat, serving the same academic and public library customers with web-based analytics and engagement software.

Broad incumbents

• OCLC: OCLC is the world's largest library cooperative, offering WorldShare and analytics services to thousands of libraries globally. It competes with Counting Opinions at the higher end of the library market with a much broader portfolio spanning cataloging, resource sharing, and analytics.
• SirsiDynix: SirsiDynix provides integrated library systems (Symphony, BLUEcloud) used by public and academic libraries worldwide. Its reporting and analytics modules compete with LibPAS in the same library performance management category.
• Ex Libris (Clarivate): Ex Libris, part of Clarivate, offers Alma, Primo, and analytics tools serving academic and research libraries globally. Its analytics and reporting capabilities overlap with LibPAS at larger institutions, though it operates at much greater scale.
• Innovative Interfaces: Innovative Interfaces (now part of Innovative's Polaris and Sierra ILS offerings) provides library management software to public and academic libraries, including performance reporting functionality that overlaps with Counting Opinions' LibPAS.
• EBSCO Information Services: EBSCO provides discovery, research, and library management services to academic and public libraries worldwide. Its usage analytics and reporting offerings compete with LibPAS in the academic library segment.
• Axiell Group (Bibliotheca): Axiell (which merged with Bibliotheca) provides library and archive technology to public and academic libraries across Europe, North America, and beyond, with reporting capabilities that overlap with Counting Opinions' library performance management suite.

Emerging players

• PlumX (Clarivate): PlumX provides usage and altmetrics analytics for academic and research institutions. It overlaps with LibPAS in the academic library/research performance measurement space but is more focused on research output impact than operational library performance.

Others

• Digital Science: Digital Science offers research analytics tools (Dimensions, Altmetric) serving academic and research institutions. While focused on research impact rather than library operations, it intersects with the performance management use case in academic library contexts.
• Tyler Technologies: Tyler Technologies provides public sector software across state and local government, including public administration solutions used by some of the same government customers Counting Opinions serves. It is an adjacent ecosystem participant rather than a direct library analytics competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/countingopinions
• LinkedInlinkedin.com/company/counting-opinions

Revenue estimate

Valuation estimate

Number of profiles

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 Counting Opinions Ltd