Qualtrics

Market leader in Experience Management (XM), widely regarded as the category creator with the broadest XM platform and largest enterprise customer base

Qualtrics is the pioneer and market leader in Experience Management (XM), providing a cloud-based platform that helps organizations collect, analyze, and act on feedback across four core dimensions: customer experience (CX), employee experience (EX), product experience (PX), and brand experience (BX). Founded in 2002 by Ryan Smith and Scott Smith in Provo, Utah, the company grew from a survey tool into a comprehensive experience intelligence platform used by over 18,000 organizations worldwide, including more than 85% of the Fortune 100. The platform combines survey and feedback collection with advanced analytics, AI-driven insights, and workflow automation to help businesses close experience gaps. Qualtrics was acquired by SAP in 2019 for approximately $8 billion, then taken public again in January 2021 on NASDAQ. In 2023, Silver Lake and Canada Pension Plan Investment Board acquired Qualtrics in a take-private deal valued at approximately $12.5 billion, making it once again a private company. In the AdTech and MarTech ecosystem, Qualtrics plays a significant role in brand tracking, customer sentiment analysis, and market research — capabilities that inform advertising strategy, audience segmentation, and campaign measurement. Its integrations with CRM, marketing automation, and data platforms make it a critical source of zero-party and first-party data, increasingly valuable in a privacy-first advertising landscape.