CustomerSure
CustomerSure is a UK-based Voice of the Customer SaaS platform that helps regulated, service-driven organisations collect feedback, apply AI sentiment analysis, close the loop with customers, and produce compliance-ready reporting for FCA, TSM, CQC and Ofgem requirements.
- Company typePrivate
- Founded2010
- HeadquartersNewcastle Upon Tyne, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What CustomerSure does
CustomerSure is a UK-based Voice of the Customer (VoC) SaaS platform founded in 2010 by Guy Letts in Newcastle upon Tyne, operating as a privately held company with no outside investors. The platform collects NPS, CSAT, CES and custom metrics across email, SMS, web and phone channels, applies AI-powered sentiment and theme analysis (via OpenAI) to every response, routes feedback to the correct owners through closed-loop workflows, and produces regulator and board-ready reporting aligned with FCA Consumer Duty, TSM, C-MeX, Ofgem, Ofwat and CQC requirements. A bidirectional Salesforce integration and a public API allow the platform to sit alongside existing CRM, service desk, data warehouse and analytics tools.
The company's target customer base is regulated, service-driven organisations in the UK and internationally, with named enterprise and mid-market logos spanning financial services (Covéa, Wealthtime, Ingenico), social housing (Beyond Housing, Connect Housing, Bristol Water), healthcare and care (Philips, Barchester), manufacturing (KK Wind, Polypipe), identity data (GBG across 60+ countries), hospitality (Parkdean), education (Digital Marketing Institute) and property (iamproperty). Pricing is published at £2,000-£7,500 per month with expert VoC programme design, implementation and ongoing optimisation bundled into every licence rather than billed as professional services, supported by a 14-day free trial and a sales-led 'Book a Demo' acquisition motion. CustomerSure is founder-led with Guy Letts as CEO, Luke Brown as CPO, Chris Stainthorpe as CTO and Darren Wake as Head of Customer Success, and operates with a disclosed headcount of 1-10 employees.
CustomerSure firmographics
Firmographics- Name
- CustomerSure
- Legal name
- CustomerSure Limited
- Website
- https://customersure.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- CustomerSure is a UK-based Voice of the Customer SaaS platform that helps regulated, service-driven organisations collect feedback, apply AI sentiment analysis, close the loop with customers, and produce compliance-ready reporting for FCA, TSM, CQC and Ofgem requirements.
- Ownership category
- akta.pro rank
CustomerSure industry classification
Industry- Product category
- Customer Experience (Voice of Customer) Software
- NAICS
- Marketing Research and Public Opinion Polling (541910), Advertising Agencies (541810)
- SIC
- Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Customer Experience (CX) QA, Analytics & Voice-of-Customer Operations (BPAAABAN)
- akta.pro secondary industries
- Patient Feedback, Surveys, Reputation & Experience Measurement (VoC) (HLACAEAH), Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)
Keywords
Where CustomerSure is headquartered
LocationHeadquarters
- HQ city
- Newcastle Upon Tyne
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
CustomerSure business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscription: Monthly or annual subscription-based licensing model for access to the VoC platform. Pricing is transparent and predictable, typically ranging from £2,000-£7,500 per month depending on volume and scope. Expert advice, best practice and ongoing support are included with the licence — not billed as separate professional services. A 14-day free trial period is available before conversion to a paid subscription.
- Expert VoC Programme Partnership: Every CustomerSure platform licence includes expert advice and a complete Voice of the Customer programme design, implementation and ongoing optimisation. This embedded partnership model means clients receive project design, stakeholder strategy alignment, implementation, ongoing review and best practice guidance as part of the subscription — not as add-on services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Mid-range programme for organisations requiring comprehensive VoC capability |
| Subscription | Annual | Entry-level programme with core VoC capabilities |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels10 records
CustomerSure product offering
Product offeringCore offering
CustomerSure is a Voice of the Customer (VoC) SaaS platform that helps regulated, service-driven organisations collect customer feedback across multiple channels (NPS, CSAT, CES), analyse sentiment with built-in AI, route issues to the right teams via closed-loop workflows, and produce regulator and board-ready compliance reports. The platform is sold as a monthly subscription with embedded expert VoC programme design, implementation and ongoing optimisation included in the licence.
Product overview
CustomerSure is a unified Voice of Customer (VoC) platform designed for regulated, service-driven organisations. The core CustomerSure Platform combines multiple integrated modules: Feedback Collection & Listening (for NPS, CSAT, CES surveys across channels), Response Management & Closed-Loop Actions (for routing and tracking feedback resolution), Customer Profiles & Journey Mapping, Analysis & Insight with AI-Powered Intelligence, Reporting & Compliance (aligned with FCA, TSM, CQC, Ofwat, Ofgem), and Integrations & Automation (connecting CRM, service desk, analytics tools). Expert VoC Partnership Services including project design, implementation, and ongoing review are bundled into every licence at no extra cost. The platform also offers a CX Maturity Assessment tool for self-evaluation.
Differentiator
Problem solved
Functional benefit
Products and services
- CustomerSure VoC Platform A cloud-based Voice of the Customer platform for regulated, service-driven organisations that enables feedback collection across email, SMS, web and phone channels, AI-powered sentiment and theme analysis, closed-loop response management, customer journey mapping, and regulator-ready reporting. The platform targets C-Suite, CX Champions, Compliance and Risk teams in financial services, social housing, healthcare, care homes, energy and utilities.
- CX Maturity Assessment A quiz-based self-assessment tool that helps organisations evaluate the maturity of their current Voice of Customer programme, benchmark their CX practices, and identify areas for improvement. Available as a free public resource on the CustomerSure website.
- Expert VoC Partnership Programme An expert advisory and programme design service bundled with every CustomerSure platform licence, providing Voice of the Customer project design, stakeholder strategy alignment, implementation support, migration assistance from competing platforms, ongoing review and best practice guidance. Differentiated by being included with the subscription rather than billed as separate professional services.
Quantifiable outcome
- 200% increase in NPS
- +5 more outcomes
Companies that use CustomerSure
Customer profileNamed customers15 records
Segments11 records
Ideal customer profiles5 records
CustomerSure technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability5 records
Feature7 records
CustomerSure partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- SalesforcecoreCustomerSure integrates bidirectionally with Salesforce, allowing survey responses to land against the right Salesforce records while Salesforce remains the single customer view. Feedback flows back into Salesforce so teams keep one unified customer record while CustomerSure handles the VoC heavy lifting. Bidirectional sync is designed and maintained by CustomerSure as part of standard implementation.
- Amazon Web Services (AWS)coreAWS is used for off-site data backups. CustomerSure maintains EU Standard Contractual Clauses for data transfers. Data is stored with encrypted storage.
- DigitalOceancoreDigitalOcean hosts the CustomerSure customer feedback application for processing and storage, with data held in the UK. A Data Processing Agreement is in force with encrypted storage.
- Twilio (Sendgrid)coreTwilio Sendgrid handles email and SMS message delivery for sending survey links. Encrypted transfer of email and/or SMS number and optional personalisation fields, then transmission of survey link by email or SMS. Data Processing Addendum in place.
- OpenAIcoreOpenAI is used for comment analysis within the AI-Powered Intelligence feature. No personal data is transferred unless embedded in customer comments. A Data Processing Agreement is signed. Encrypted transfer; data is not stored by OpenAI. Opt-out available on request.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
CustomerSure competitors and assessment
Company assessmentDirect peers
- AskNicely: NPS-focused VoC platform targeting multi-site and frontline-driven businesses. Overlaps with CustomerSure on NPS survey delivery, dashboards, closed-loop actions and integrations with operational systems like Salesforce.
- Delighted: Lightweight NPS and customer feedback SaaS, now part of Qualtrics; positioned by CustomerSure as a comparison target for mid-market organisations seeking a simpler VoC platform. Overlaps directly with CustomerSure's NPS/CSAT/CES survey, dashboarding and closed-loop workflow.
- Rant & Rave: UK-based VoC and customer feedback platform (part of the MaritzCX portfolio) explicitly compared against CustomerSure on its website. Targets similar UK enterprise and mid-market buyers with real-time feedback, text analytics and customer service workflows.
- Qualtrics: Customer experience and VoC platform (now part of Silver Lake/Goldman portfolio) competing head-on with CustomerSure across NPS, CSAT, sentiment analysis and journey mapping. Cited by CustomerSure as a competitor and an established enterprise incumbent in the experience management space.
- NICE Satmetrix: Enterprise NPS and VoC programme suite co-developed with Bain/Fred Reichheld — the same framework CustomerSure is licensed under. Competes in regulated, multi-site enterprise VoC programmes with survey, text analytics and case management.
- InMoment: Customer experience and VoC platform with survey, text analytics and closed-loop capabilities, serving enterprise customers across multiple verticals. Comparable to CustomerSure on AI-powered theme detection, action management and integration ecosystem (CRM, service desk).
- Medallia: Enterprise Voice of the Customer and customer experience platform; CustomerSure runs explicit comparison pages against Medallia targeting organisations looking to displace it on price and time-to-value. Both serve regulated, multi-site enterprises with NPS/CSAT programmes and closed-loop workflows.
Broad incumbents
- MaritzCX: Large customer experience research and technology provider (parent of Rant & Rave) offering VoC technology alongside deeper research, advisory and programme services. Comparable to CustomerSure on the regulated-UK enterprise VoC axis but with a much broader services portfolio.
- GetFeedback (by SurveyMonkey): Customer feedback and survey platform owned by SurveyMonkey; offers NPS/CSAT programmes with CRM integration. Broader portfolio play compared to CustomerSure's specialist VoC focus, but competes for the same mid-market CX budget.
- Concentrix: Global CX and BPO operator with a VoC technology layer serving enterprise and regulated clients. Comparable to CustomerSure's regulated-UK vertical focus but as part of a much wider customer operations and technology portfolio rather than a specialist VoC offering.
Market position
Strengths1 record
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights2 records
Customer concentration
CustomerSure social profiles
Digital presenceCustomerSure compliance and trust
Trust signalCompliance2 records
CustomerSure financial estimates
Financial estimateRevenue estimate
Valuation estimate
CustomerSure leadership team
Management profileNumber of profiles
Profiles4 records
CustomerSure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CustomerSure 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 CustomerSure
What does CustomerSure do?
CustomerSure is a Voice of the Customer (VoC) SaaS platform that helps regulated, service-driven organisations collect customer feedback across multiple channels (NPS, CSAT, CES), analyse sentiment with built-in AI, route issues to the right teams via closed-loop workflows, and produce regulator and board-ready compliance reports. The platform is sold as a monthly subscription with embedded expert VoC programme design, implementation and ongoing optimisation included in the licence.
Is CustomerSure a public or private company?
CustomerSure is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CustomerSure founded?
CustomerSure was founded in 2010. It employs 1 to 10 people.
Where is CustomerSure based?
CustomerSure is headquartered in Newcastle Upon Tyne, United Kingdom, in the Europe region.
How does CustomerSure make money?
Two revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are expert VoC Programme Partnership.
Who are CustomerSure's main competitors?
Direct peers on record are AskNicely, Delighted, Rant & Rave, Qualtrics, NICE Satmetrix, InMoment and Medallia. Broad incumbents are MaritzCX, GetFeedback (by SurveyMonkey) and Concentrix.
Does CustomerSure have an API?
Yes. CustomerSure provides a public API for developers to build integrations and automate workflows. The API enables integration with CRM systems, service desks, data warehouses, and analytics tools. The platform supports bidirectional sync with Salesforce and webhook-based connections for custom systems. Developer documentation is at developer.customersure.com/v1.
What industry is CustomerSure in?
CustomerSure's product category is Customer Experience (Voice of Customer) Software. Its primary akta.pro industry code is BPAAABAN, Customer Experience (CX) QA, Analytics & Voice-of-Customer Operations, with a secondary code of HLACAEAH, Patient Feedback, Surveys, Reputation & Experience Measurement (VoC). Its NAICS code is 541910 and its SIC code is 7372.