What EvaluationKIT does

EvaluationKIT operates as the Course Evaluations & Surveys product line within Watermark Insights, a private higher education technology provider founded in 2007 and headquartered in Greenwood Village, Colorado. The platform is purpose-built for universities, colleges, and community colleges to collect, manage, and analyze student feedback on courses, instructors, and academic programs, supporting teaching effectiveness, accreditation documentation, and continuous improvement workflows. The company serves 900+ institutions, processes 20M+ student surveys annually across 1M+ instructors and TAs, and reports an average 70%+ student response rate — materially above the 30-40% industry baseline.

The platform architecture combines an AI-powered feedback analysis layer (natural language processing for summarization, sentiment analysis, and recommended actions) with deep integrations into the major Learning Management Systems (Canvas, Anthology Blackboard, D2L Brightspace, Moodle) and Student Information Systems (Ellucian Banner & Colleague). It is hosted on AWS and tightly integrated with Watermark's adjacent modules (Faculty Success, Planning & Self-Study, Assessment Projects, Curriculum Strategy, Student Learning & Licensure, and AI in Higher Ed), creating a broader institutional effectiveness suite. Differentiators include AI-assisted feedback interpretation, grade-gating to drive participation, longitudinal trend reporting, and configurable surveys at the campus, program, department, course, and instructor levels.

The business model is enterprise SaaS with quote-based annual subscriptions, implementation, training, and professional services. Distribution is primarily direct enterprise sales (consultative, demo- and meeting-driven) supplemented by LMS app-store discovery channels. The company is privately held with no disclosed funding rounds, ownership structure, or financials, and operates globally with named customers spanning U.S. community colleges (Palm Beach State, Roanoke-Chowan), regional universities (Lincoln, Michigan-Dearborn), and international institutions (Howest University, Belgium).

Name

EvaluationKIT

Legal name

Watermark Insights

Website

https://evaluationkit.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

EvaluationKIT, operating as Watermark Insights' Course Evaluations & Surveys product, is an AI-powered course evaluation and survey SaaS platform serving 900+ higher education institutions globally with deep LMS and SIS integrations.

Ownership category

akta.pro rank

Product category

Higher Education Course Evaluation Software

NAICS

Software Publishers (513210), Educational Support Services (611710)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Portfolio, Performance & Rubric-Based Assessment Platforms (EDAFADAL)

akta.pro secondary industry

Assessment Analytics & Item/Question Intelligence (IRT, Item Banks, Diagnostic Insights) (EDAFAFAG)

Keywords

• Course evaluation software
• Higher education surveys
• Student feedback platform
• Faculty review software
• Accreditation analytics

Headquarters

HQ city

Greenwood Village

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Course Evaluations & Surveys SaaS: Subscription-based SaaS model for higher education institutions. The company provides course evaluation and survey software as a hosted solution with implementation, training, and professional services. Pricing is quote-based, suggesting enterprise subscription pricing tailored to institution size.

Pricing tiers

Distribution channels2 records

Marketing channels5 records

Core offering

EvaluationKIT (operating under the Watermark Insights brand) provides a SaaS-based course evaluation and survey platform for higher education institutions. The software enables colleges and universities to collect, manage, and analyze student feedback on courses and instructors, with deep LMS and SIS integrations, AI-powered sentiment analysis and summaries, automated reminders, grade gating, and longitudinal reporting for accreditation and faculty reviews.

Product overview

Watermark offers a platform-plus-modules portfolio for higher education institutional effectiveness. The core product is Course Evaluations & Surveys, which integrates with other Watermark solutions including Faculty Success (for faculty reviews and promotion processes) and Planning & Self-Study (for accreditation and continuous improvement). The platform supports institution-wide evaluation workflows, academic reporting, and accreditation needs through integration with institutional data structures including LMS and SIS systems.

Differentiator

Problem solved

Functional benefit

Brands

• Course Evaluations & Surveys: AI-powered course evaluation and survey software solution for higher education institutions
• Faculty Success
• Assessment Projects
• Planning & Self-Study
• Student Success & Engagement
• Curriculum Strategy
• Student Learning & Licensure
• AI in Higher Ed

Products and services

• Course Evaluations & Surveys A centralized SaaS platform for collecting, managing, and analyzing feedback from students and stakeholders about courses, instructors, and academic programs. It enables higher education institutions to standardize evaluation processes and use feedback to improve teaching and learning, featuring AI-powered analysis, LMS and SIS integration, automated reminders with grade gating, and longitudinal reporting to support accreditation and faculty reviews.
• Faculty Success A faculty information system that supports annual reviews, promotion and tenure processes, and teaching effectiveness documentation. Automatically links student feedback from course evaluations to faculty reviews for higher education institutions.
• Assessment Projects Assessment and outcomes assessment software for higher education institutions to manage assessment projects and measure student learning outcomes across programs.
• Planning & Self-Study Institutional planning and accreditation self-study software that leverages indirect measures of the student experience from Course Evaluations & Surveys to support continuous improvement and accreditation self-studies.
• Student Success & Engagement Student success and engagement platform designed for higher education institutions to track and improve student outcomes and engagement.
• Curriculum Strategy Curriculum strategy and management solution for higher education institutions to plan, manage, and optimize curriculum offerings.
• Student Learning & Licensure Student learning and licensure tracking software for higher education programs to monitor student progress toward licensure and learning milestones.
• AI in Higher Ed Ethical AI solutions offering for higher education, providing AI-powered summaries, sentiment analysis, and guided insights for academic feedback interpretation.

Quantifiable outcome

• 70%+ average response rate (vs industry average of 30-40%)
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability2 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core.

• Instructure (Canvas)coreTechnology or Integration · 1 January 2024Enhanced Canvas and Watermark Integration partnership. Course Evaluations & Surveys connects with Canvas to build accurate survey projects fast. Survey links are delivered to students directly within the LMS where they learn. Promotes responses with notifications, gradebook points, and grade blocking options.
• ElluciancoreTechnology or IntegrationIntegration with Ellucian Banner & Colleague Student Information Systems. Automatically syncs and refreshes course, student, TA, and instructor data from SIS to streamline course evaluation setup and ensure data integrity.
• Anthology (Blackboard)coreTechnology or IntegrationIntegration with Anthology Blackboard LMS. Sources and refreshes foundational data from Blackboard for fast and reliable course evaluation setup. Drives student engagement with embedded surveys, notifications, and more - all in the LMS.
• D2L (Brightspace)coreTechnology or IntegrationIntegration with D2L Brightspace LMS. Taps Brightspace data to simplify course evaluation setup and ensure survey accuracy. Provides students seamless access to surveys and connects instructors to results directly from their LMS.
• MoodlecoreTechnology or IntegrationIntegration with Moodle LMS. Pulls course and enrollment data to build course evaluations and gives students one-click access to surveys, straight from Moodle.
• Amazon Web Services (AWS)coreTechnology or IntegrationAWS hosting partnership for cloud infrastructure. Watermark solutions are hosted on AWS, providing scalable and reliable cloud infrastructure for their higher education software platform.
• Watermark Faculty SuccesscoreTechnology or IntegrationInternal product integration. Automatically links student feedback to faculty reviews, saving time for both faculty and administrators and ensuring integrity of evaluation data. The integration connects Course Evaluations & Surveys with Watermark's Faculty Success module.
• Watermark Planning & Self-StudycoreTechnology or IntegrationInternal product integration. Leverages indirect measures of the student experience from Course Evaluations & Surveys to gain a complete, actionable view of performance for continuous improvement and accreditation self-studies.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Others

• Taskstream / Watermark (predecessor): Taskstream was a higher-ed assessment and accreditation platform that merged into Watermark Insights. It is comparable as the predecessor entity in the assessment/accreditation space and explains the origin of Watermark's Assessment Projects and Planning & Self-Study modules.

Broad incumbents

• Qualtrics: Qualtrics (owned by SAP) is the leading enterprise experience management platform and is explicitly named by Watermark as a competitor. It offers broad survey, feedback, and analytics capabilities that overlap with Watermark's evaluation use case, though it lacks higher-ed-specific workflow depth.
• SurveyMonkey: SurveyMonkey is a broad incumbent in the online survey market and is explicitly named by Watermark as a competitor. It provides generic survey tools that some institutions use for course evaluations, but lacks higher-ed-specific LMS/SIS integrations and accreditation workflows.
• Anthology (Campus Management): Anthology, the owner of Blackboard LMS, is both a Watermark integration partner and a broader higher-ed platform incumbent. Its suite of SIS, LMS, and student success products overlaps with portions of Watermark's portfolio and represents a long-term competitive threat.
• Instructure (Canvas): Instructure, the maker of Canvas LMS, is both a core Watermark integration partner and a potential platform competitor. It could disintermediate Watermark by building native course evaluation features into the Canvas platform, given its large higher-ed user base.

Direct peers

• SmartEvals: SmartEvals provides online course evaluation and faculty reporting software specifically for colleges and universities. It is one of the most direct competitors to Watermark's core course evaluation product, serving a similar institutional customer base.
• Class Climate (Sevispa): Class Climate offers online course evaluation and survey software for higher education institutions, primarily in European markets. It competes directly with Watermark's Course Evaluations & Surveys in international higher ed.
• Explorance: Explorance is a direct competitor offering Blue and Metrics That Matter, course evaluation and feedback analytics platforms purpose-built for higher education. It competes head-to-head with Watermark's Course Evaluations & Surveys across the same institutional buyer and use cases.

Emerging players

• Formstack: Formstack offers online form and survey solutions that some educational institutions use for course feedback. It overlaps with Watermark at the survey collection layer but lacks higher-ed-specific analytics and accreditation workflows.
• EvalEngine (EvaluationKit predecessor market): EvalEngine is an emerging course evaluation platform serving higher education institutions. It is comparable as a focused course evaluation and faculty feedback solution targeting the same buyer segment as Watermark.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/evaluationkit

Compliance2 records

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 EvaluationKIT