Vision Critical lands $20M in funding to accelerate the growth of its customer intelligence software that provides continuous customer insights for companies

Vision Critical, a Vancouver, Canada-based SaaS tech startup that provides customer intelligence software that helps companies build products, launch campaigns, and improve customer experiences, today announced it has received $20 million in growth debt from Vistara Capital Partners. Vision Critical said it will used the new investment to expedite its aggressive growth strategy and ambitious roadmap centered around delivering a market-leading Customer Experience Management (CXM) and insights platform.

Vision Critical’s technology helps large, customer-centric enterprises discover what their customers want so they can deliver what they need. Its software is also used by over 750 leading brands including BuzzFeed, LinkedIn, and VMWare. Unlike traditional customer research, which is slow, expensive, and gathers dust on a shelf, Vision Critical’s customer intelligence platform replaces static data and cumbersome reports with real-time actionable customer intelligence that companies need to build better products, deliver better services, and achieve better business outcomes.

Founded in 2000 by Andrew Reid, Vision Critical is a continuous customer insights solution provider that enables organizations to drive better business outcomes while ensuring world-class customer journeys. By combining deep insight with broad feedback, Vision Critical empowers some of the most powerful brands in the world to improve the customer experience.

“As customer retention becomes even more imperative in today’s dynamic environment, Vision Critical’s ability to allow companies to effectively engage with their customers and employees to unlock real-time feedback has become even more critical,” said Kathleen Kaulins, Director, Investments at Vistara Capital Partners. “We have been very impressed by Vision Critical’s new management team and are excited to partner with the company in this new chapter as they leverage their market leadership in customer insights to become a dominant player in the broader CXM industry.”

Vision Critical has been recognized Industry analysts, such as Gartner and Forrester, as a key player in the future of the CXM and Voice of Customer (VoC) markets. By uniquely combining deep insights from its historically award-winning digital insight community platform with broad feedback delivered by newly released solutions, Vision Critical’s customer roster of top global brands, including Red Bull, LinkedIn, Condé Nast and Twitter, are empowered to make better business decisions and drive world-class customer experiences.

“Vision Critical’s customer base today is made up of hundreds of top global B2B and B2C brands, and we will continue to focus on that growth, as well as new partnership channels,” said Ross Wainwright, CEO of Vision Critical. “I am confident that, with our long-standing track record of delivering deep and continuous customer insights, combined with our new product roadmap, there is an exciting future ahead as we drive CXM innovation for our current and future customers.”