What IcebergIQ does

IcebergIQ is a privately held B2B professional services firm, founded in 2019 in Ancaster, Ontario and incorporated as IcebergIQ Inc., that operates as a managed research provider rather than a software vendor. Its core offering is qualitative, third-party buyer-and-customer interview programs delivered through the proprietary, trademarked Buyer-as-Hero® interview methodology inherited from predecessor Eigenworks. The firm runs six service modules — Win-Loss Analysis, Churn Analysis, Customer Health Checks, Renewal Intent, M&A Due Diligence, and Other Research (custom co-designed studies) — targeting enterprise B2B SaaS companies and their PE/M&A acquirers. Engagements are sold via a consultative, enterprise field-sales motion with custom, quote-based pricing and multi-year contracts; deliverables include structured reports and executive presentations. The company claims 120+ clients, 3,000+ interviews, coverage across 20+ B2B SaaS verticals, 17+ years of combined win-loss experience, and a 5-star average rating on G2.

Operationally, IcebergIQ relies on trained human researchers conducting fluid 1:1 conversations, with a commodity productivity stack (Zoom for recording, HappyScribe for transcription, Box, Airtable, and Google Suite for storage and project management) serving as execution plumbing. There is no disclosed software platform, API, mobile app, or proprietary AI/ML model; the company's defensibility rests on its methodology, the depth and tenure of its interviewer bench, and its accumulated library of qualitative engagements. The firm operates without institutional capital or disclosed parent company, is founder-led (CEO and Co-Founder Natasha Narayan), and runs a Portugal-based Data Protection Officer to support cross-border and GDPR-compliant engagements. Distribution combines direct enterprise sales, an OnceHub-powered scheduling funnel, content marketing (resource library, case studies, webinars), and embedded ecosystem partnerships, most notably with Gainsight, Kompyte by Semrush, Valuize, Melo Associates, and Pragmatic Institute.

Name

IcebergIQ

Legal name

IcebergIQ Inc

Website

https://icebergiq.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

IcebergIQ is a privately held Canadian B2B research services firm that conducts proprietary win-loss, churn, customer health, renewal intent, and M&A due-diligence interviews for enterprise SaaS companies and their acquirers under the trademarked Buyer-as-Hero® methodology.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

B2B / Industrial Market Research (MPAAALAA)

Keywords

• Win-loss analysis
• Churn analysis
• Buyer intelligence
• B2B customer research
• Market research services

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Research Services Programs: IcebergIQ generates revenue through custom research programs for B2B companies. Programs include win-loss analysis, churn analysis, customer health checks, renewal intent studies, and M&A due diligence. The company offers both one-time studies and ongoing quarterly programs. Pricing is quote-based and customized to client scope and requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

IcebergIQ is a B2B market research and advisory services firm that conducts structured, human-led customer interviews for B2B SaaS companies. Its core offering comprises six research programs — Win-Loss Analysis, Churn Analysis, Customer Health Checks, Renewal Intent, M&A Due Diligence, and custom Other Research — delivered via the proprietary Buyer-as-Hero® methodology. Each program involves custom research framework design, interviewer-led 1:1 conversations with buyers or customers, transcription, deep analysis, summary reporting, and live executive presentations, sold as one-time studies or ongoing quarterly engagements.

Product overview

IcebergIQ is a B2B research and advisory services company offering a portfolio of customer insight solutions centered on human conversational research. The core offering consists of six distinct service modules: Win-Loss Analysis, Churn Analysis, Customer Health Checks, Renewal Intent, M&A Due Diligence, and Other Research (custom co-designed projects). These services are delivered through a proprietary Buyer-as-Hero® interview methodology that uses fluid 1:1 human conversations to uncover candid buyer feedback. Rather than a software platform, IcebergIQ operates as a managed research service where expert interviewers conduct, transcribe, and analyze customer conversations, delivering structured reports and executive presentations. The services help B2B SaaS companies validate go-to-market strategy, improve win rates, reduce churn, and inform product decisions through unbiased third-party customer insights.

Differentiator

Problem solved

Functional benefit

Products and services

• Win-Loss Analysis Conducts in-depth interviews with buyers and customers of B2B SaaS companies to uncover why deals were won or lost, providing unbiased insights into buyer decision-making, competitive positioning, and sales effectiveness.
• Churn Analysis Interviews recently churned customers to identify root causes of customer departure, uncover early churn signals, and deliver actionable insights to improve retention.
• Customer Health Checks Provides objective third-party assessment of customer relationships through interviews to surface renewal risks, expansion opportunities, and improve renewal forecasting accuracy.

Quantifiable outcome

• Improve win rates by up to 50%
• +4 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Kompyte by SemrushcoreTechnology or IntegrationIcebergIQ partnered with Kompyte by Semrush, a competitive intelligence solution. The partnership combines IcebergIQ's candid customer interview insights with Kompyte's automated competitive data to provide clients with a comprehensive three-dimensional view of competitors.
• GainsightcoreStrategic or Co-development PartnerIcebergIQ is a longtime partner with Gainsight, participating in Pulse conferences, co-hosting webinars, and collaborating on customer success research. The partnership involves joint content creation and event participation focused on churn analysis and win-loss insights.
• Melo AssociatesminorStrategic or Co-development PartnerIcebergIQ partnered with Melo Associates, who share commitment to supporting the customer success profession. Melo Associates offers insights into hiring and training top CS talent and co-hosted a webinar with IcebergIQ.
• ValuizeminorStrategic or Co-development PartnerValuize collaborated with IcebergIQ on churn research, co-presenting findings at Gainsight Pulse 2023. Valuize provides recommendations on responding to churn triggers uncovered through IcebergIQ research.
• Pragmatic InstituteminorGTM or Marketing PartnerIcebergIQ was featured in Pragmatic Institute's magazine 'The Pragmatic' and continues the legacy of Eigenworks, which had connection to Pragmatic Institute founder Alan Armstrong.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Clozd: Clozd is a direct competitor in B2B win-loss analysis, offering managed win-loss programs and a SaaS platform to SaaS and technology vendors — overlapping directly with IcebergIQ's core win-loss service.
• Kinesis: Kinesis is a win-loss and customer feedback research firm serving B2B technology vendors, providing comparable win-loss, churn, and customer research services to IcebergIQ's target market.
• Primary Intelligence: Primary Intelligence is one of the longest-established win-loss analysis firms serving B2B technology companies, directly competing with IcebergIQ on win-loss interviews and buyer research for SaaS clients.
• The Winning Formula: The Winning Formula is a B2B win-loss analysis consultancy serving SaaS and technology firms, offering comparable buyer-interview programs to IcebergIQ's core win-loss service.
• DoubleCheck Research: DoubleCheck Research is a B2B win-loss and customer insight firm that conducts buyer interviews for technology companies, directly overlapping with IcebergIQ's win-loss and churn offerings.

Emerging players

• Klue: Klue is a competitive intelligence and enablement platform for B2B sales teams — adjacent to IcebergIQ's buyer-research mission, increasingly overlapping in the competitive insights IcebergIQ surfaces through buyer interviews.
• Crayon: Crayon is a competitive intelligence software platform serving B2B organizations, overlapping with IcebergIQ on the competitive-insight side of buyer intelligence but offering a SaaS product rather than human-led research.

Broad incumbents

• Medallia: Medallia is a broad customer experience analytics platform with capabilities overlapping IcebergIQ's customer health, churn, and renewal-intent research at enterprise scale — but delivered as enterprise software rather than human-led interviews.
• Bain & Company: Bain & Company operates a broad management consulting practice that includes commercial diligence and customer research for SaaS and PE clients — a wider, more generalist alternative to IcebergIQ's specialized buyer-intelligence services.

Others

• Kompyte by Semrush: Kompyte (now part of Semrush) is IcebergIQ's named strategic partner for competitive intelligence — they co-sell bundled offerings. They are a complement/partner rather than a direct competitor, providing automated competitive data that pairs with IcebergIQ's qualitative buyer insights.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/icebergiq
• Xx.com/icebergiq
• Facebookfacebook.com/IcebergIQ

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 IcebergIQ