SurveyMonkey’s €70 Million Acquisition Of Usabilla: The Details You Need To Know

By Annie Baker ● March 11, 2019

SurveyMonkey recently announced it was acquiring Amsterdam-based customer feedback company Usabilla for €70 million in a mix of cash and equity. The deal is expected to close in Q2 2019.

Known for allowing anyone to create surveys, SurveyMonkey said that the acquisition of Usabilla will help them enhance its customer feedback solutions and retain customers. And Usabilla is a provider of Voice of Customer (VoC) technology and it collects in-depth customer feedback, expectations, and preferences. 


Photo: Usabilla

Usabilla was founded in 2009 and the company works with more than 450 enterprises across 35 countries. Some of the company’s customers include brands like Lufthansa, Philips, and Vodafone. And Usabilla helps collect, analyze, and act on real-time user feedback to improve their products. Plus Usabilla helps clients capture visual feedback and it uses targeted surveys to increase conversion on the web, apps, and email.

“Usabilla’s outstanding user experience solution for capturing real-time digital feedback enhances our enterprise offerings and expands our international footprint,” said SurveyMonkey CEO Zander Lurie in a statement. “Every brand needs to offer a compelling digital experience to win and retain customers—Usabilla’s solution helps companies collect 100,000 feedback interactions daily so they can improve their digital experiences and drive growth. The acquisition of Usabilla strengthens our position in this rapidly growing multi-billion-dollar market. I’m thrilled to welcome the Usabilla team to SurveyMonkey for this exciting new chapter together.”

In a research report that SurveyMonkey put together, the company discovered that 75% of users left a website and 58% abandoned an online purchase because of a bug or poor user experience. However, website owners and developers lack visibility on the digital experiences they offer as only a small fraction of customers find ways to give feedback.

“SurveyMonkey’s global reach in over 345,000 organizations, strong brand recognition and sales expertise will accelerate our growth in new markets and verticals,” added Usabilla CEO Marc van Agteren. “We share the mission to power the curious and a commitment to building SaaS offerings that help our clients improve their customer experiences.”

Usabilla’s platform complements SurveyMonkey’s existing enterprise solutions to deliver a comprehensive Customer Powered Data portfolio. SurveyMonkey already offers a solution for businesses to collect, understand, and act on customer feedback called SurveyMonkey CX. And SurveyMonkey’s TechValidate captures and transforms customer feedback into case studies, reviews, testimonials, etc. Usabilla’s solutions can be easily integrated with leading SaaS platforms and systems that SurveyMonkey customers already use including Slack and Jira.