What HFocus does

HFocus operates a Customer Experience (CX) management platform under the Track.co brand, headquartered in Vitória, Brazil, with operational offices in Belo Horizonte and São Paulo. Founded in 2015, the company provides Voice of Customer (VOC) solutions that enable mid-market and enterprise clients to capture, measure, and act on customer feedback across the full journey. The platform supports multiple CX metrics — e-NPS, NPS, CES, CSAT, ratings, Like/Dislike, and HCAHPS (for healthcare) — delivered through a modular product suite comprising Track NPS, Track CXM, Track Health (the HFocus-branded healthcare module), Open CX (AI-powered feedback analytics), Loop (humanized customer follow-up), Pesquisas (surveys), Relatórios (automated reporting and dashboards), and Serviços (CX strategy consulting). The company's underlying technology combines a SaaS survey engine with text-based AI feedback analysis and live dashboards, though no public APIs, SDKs, or third-party integrations are disclosed.

The company generates revenue through subscription-based SaaS contracts sold via direct enterprise sales, with pricing not publicly disclosed. It serves customers across five verticals — Healthcare (primary), Retail, Insurance, Financial Services, and Real Estate/Construction — with named clients including Americanas, Hermes Pardini, Incor, Banco Mercantil, PagSeguro, Natura, QuintoAndar, and AWP. In 2025, Track.co executed a strategic merger with INDECX, positioning the combined entity as the largest VOC platform in Latin America. Go-to-market relies on content marketing, an annual CX Summit, the Prêmio Track.co Experiência do Cliente award, and Track.uni certification programs rather than a product-led growth motion.

Name

HFocus

Legal name

Track.co

Website

https://hfocus.com.br

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

HFocus (Track.co) is a Brazilian SaaS company, founded in 2015 and headquartered in Vitória, that provides a Voice of Customer / CX management platform with multi-metric surveys, AI-powered feedback analytics, and healthcare-specialized modules, serving enterprise clients across healthcare, retail, insurance, financial services, and real estate.

Ownership category

akta.pro rank

Product category

Customer Experience Management Software

NAICS

Software Publishers (513210), Custom Computer Programming Services (541511)

SIC

Services-Management Consulting Services (8742), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)

akta.pro secondary industries

Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH), Customer Experience (CX) & Digital Experience (BPAHAEAC)

Keywords

• Customer experience management
• Voice of customer platform
• CX analytics software
• NPS measurement tools
• Healthcare patient experience

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription - CX Platform Access: Subscription-based access to Track.co/HFocus CX management platform including surveys, reporting, and analytics tools

Pricing tiers

Distribution channels2 records

Marketing channels11 records

Core offering

HFocus (operating under the Track.co brand) provides a customer experience (CX) management SaaS platform for enterprises. It offers multi-metric survey tools (NPS, e-NPS, CES, CSAT, HCAHPS), AI-powered feedback analytics (Open CX), real-time dashboards and automated reports, and humanized follow-up workflows (Loop). The platform is sold primarily through monthly subscriptions with custom pricing and includes CX strategy consulting services.

Product overview

HFocus operates as a customer experience management platform under the Track.co brand, offering a unified CX ecosystem since 2015. The core Track.co Platform integrates with its modular products: Track NPS for Net Promoter Score measurement, Track CXM for multi-metric surveys, Track Health for healthcare-specific patient experience, and Open CX for AI-powered analytics. Supporting modules include Loop for humanized customer treatment, Pesquisas for journey-based surveys, Relatórios for automated reporting, and Serviços for CX consulting. Following the 2025 fusion with INDECX, the company became the leading VOC platform in Latin America.

Differentiator

Problem solved

Functional benefit

Brands

• Track NPS: Net Promoter Score measurement platform for customer satisfaction tracking
• Track CXM
• Track Health
• Open CX
• Loop
• Track.uni

Products and services

• Track.co Platform (HFocus) Core customer experience management SaaS platform offering Voice of Customer solutions with multi-metric surveys, AI-powered analytics, live dashboards, automated reports, and humanized follow-up workflows; sold to enterprise customers across healthcare, retail, financial services, insurance, and real estate in Brazil.
• Track NPS Net Promoter Score measurement product that monitors customer satisfaction using the definitive NPS question approach; targeted at enterprises needing standardized loyalty tracking.
• Track CXM Multi-metric satisfaction survey platform enabling multi-channel satisfaction research with automated recurrence rules and reporting; for CX teams that need CES, CSAT, NPS, and other metrics in one tool.
• Track Health (HFocus) Healthcare-focused CX platform with specialized metrics for patient experience management, including HCAHPS integration; targeted at hospitals, clinics, and diagnostic providers in Brazil.
• Open CX AI-powered customer experience product that uses artificial intelligence to analyze customer feedback and generate actionable insights for CX improvement; for enterprises seeking generative AI-driven VOC analytics.
• Loop Humanized customer treatment solution that enables personalized follow-up and customer relationship management workflows; for CX teams that need to close the loop on feedback.
• CX Consulting Services Customer experience strategy consulting services covering CX diagnosis, solution implementation support, and ongoing strategic guidance delivered by CX specialists; for enterprises that need expert support alongside the SaaS platform.

Quantifiable outcome

• Churn reduction through proactive CX management
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• HubSpot Service Hub: CRM and customer service platform including feedback surveys, NPS, and customer satisfaction tools; comparable to HFocus's CXM, NPS, and Loop offerings for SMB and mid-market buyers, with a global sales footprint.
• Medallia: Enterprise customer experience and VoC platform used by large brands globally; comparable to HFocus's Track CXM and Open CX offerings with similar multi-metric survey, analytics, and AI-driven insight capabilities, and an active player in Latin America.
• Qualtrics: Global enterprise experience management platform offering CX, EX, and research solutions; directly comparable to HFocus's VOC and survey capabilities but at vastly larger scale and with broader analytics, making it the dominant incumbent HFocus competes against in enterprise deals.
• Zendesk: Customer service and engagement suite including CX measurement and survey tools; comparable to HFocus's Loop and CXM products with broader helpdesk and ticketing capabilities, and a global incumbent expanding in Brazil.

Direct peers

• SurveyMonkey: Survey and feedback platform covering CX, market research, and employee experience; directly comparable to HFocus's Pesquisas, Track NPS, and multi-metric survey functionality, with overlapping mid-market and enterprise customers.
• CustomerGauge: NPS and account experience management platform; directly comparable to HFocus's Track NPS product with similar Net Promoter Score measurement, benchmarking, and closed-loop alerting for B2B and B2C enterprises.

Regional players

• Opinion Box: Brazilian online survey and consumer insights platform with strong local market presence; directly comparable to HFocus's Pesquisas and Track CXM products and a direct head-to-head competitor in the Brazilian SMB and mid-market segment.
• Solvive: Brazilian customer experience management software provider focused on the local market; directly comparable to HFocus's Track.co platform with similar VOC, NPS, and journey analytics capabilities targeted at Brazilian enterprises.

Emerging players

• Hotjar: Digital experience analytics platform combining surveys, feedback widgets, and session data; partially comparable to HFocus's Open CX and Pesquisas products, with a stronger emphasis on web/digital experience use cases.
• AskNicely: NPS-focused customer experience platform with strong frontline-employee workflows; comparable to HFocus's Track NPS and Loop products, with overlapping mid-market positioning and similar feedback-to-action emphasis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/trackoficial
• Facebookfacebook.com/hfocusapp
• LinkedInlinkedin.com/company/hfocus
• Instagraminstagram.com/track.co
• Xx.com/_hfocus

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors2 records

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 HFocus