Qualtrics

Market leader in experience management software with significant presence in customer experience and employee experience categories

Qualtrics is a leading experience management (XM) platform that enables organizations to manage and improve experiences across customers, employees, products, and brands. The company provides sophisticated survey and feedback tools combined with advanced analytics and AI-powered insights to help businesses understand sentiment, identify experience gaps, and take action. Founded in 2002 and acquired by SAP in 2018 for $8 billion, Qualtrics briefly went public in 2021 before being taken private by Silver Lake and CPP Investments in 2023 for approximately $12.5 billion. The company now operates as an independent subsidiary under this private equity ownership. While not a traditional AdTech company, Qualtrics plays a significant role in the marketing technology ecosystem through its customer experience (CX) and brand experience capabilities. The platform helps marketers measure campaign effectiveness, understand customer journeys, optimize digital experiences, and gather insights that inform advertising and marketing strategies. Qualtrics serves over 18,000 brands globally including major enterprises across industries, providing them with the tools to close experience gaps and drive business outcomes through data-driven decision making. Qualtrics maintains its brand identity and continues to operate independently under private ownership, with its platform serving as a critical infrastructure for experience management across customer touchpoints, employee engagement, product development, and brand perception measurement.