Vision Critical Secures US$20 Million in Growth Funding from Vistara Growth

Portfolio News

Vision Critical is Now Alida. 

Investment to accelerate the next stage of rapid CXM growth.

Vision Critical, a continuous customer insights solution provider, has received US$20 million in growth debt from Vistara Growth. The investment will expedite Vision Critical’s aggressive growth strategy and ambitious roadmap centered around delivering a market-leading Customer Experience Management (CXM) and insights platform.

“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 Growth. “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.”

Industry analysts, such as Gartner and Forrester, have recognized Vision Critical 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.

Since the start of 2020, with a new seasoned leadership team at the helm, Vision Critical has released a number of new customer-led innovations that advance the company towards becoming a global leader in the CXM market. The latest evolutionary product developments help global brands manage, monitor, and optimize experiences AND unlock meaningful insights.

“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.”

“Vistara’s growth debt solution allows us to continue our accelerated investment in a number of key growth areas for the business, while preserving and ultimately enhancing the value for our current shareholders,” Ross continued.

Randy Garg, Founder and Managing Partner of Vistara Growth, adds, “After being part of the initial formation of Vision Critical 20 years ago, it is very gratifying to come full circle and partner with the company during what is already shaping up to be a significant expansion phase for the business.”

About Vision Critical

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. Hundreds of leading brands including BuzzFeed, LinkedIn and Red Bull are building better products and fostering customer loyalty with Vision Critical. To learn more about Vision Critical, follow us on LinkedIn, Facebook, and Twitter, or visit us at

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