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Vision Critical

Founded Year



Debt | Alive

Total Raised


Last Raised

$20M | 2 yrs ago

About Vision Critical

Vision Critical is a provider of insight communities, currently supporting over 650 brands worldwide. The company builds software and provides comprehensive services that empower organizations to engage groups of customers and stakeholders on a continuous basis for the express purpose of extracting and managing insight to drive better, faster decisions.

Headquarters Location

176 Yonge St 6th Floor

Toronto, Ontario, M5C 2L7,



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Vision Critical Patents

Vision Critical has filed 1 patent.

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Application Date

Grant Date


Related Topics




Educational psychology, Data management, Learning, Visualization (graphic), IBM mainframe operating systems


Application Date


Grant Date



Related Topics

Educational psychology, Data management, Learning, Visualization (graphic), IBM mainframe operating systems



Latest Vision Critical News

Vision Critical Rebrands to Alida

Sep 23, 2020

By New brand personifies company’s evolution to CXM leader TORONTO–(BUSINESS WIRE)–Vision Critical, a continuous customer insights solution provider for the past two decades, today announced its complete rebranding to Alida. Alida is the creator of the world’s first comprehensive Customer Experience Management (CXM) and insights platform. The company’s new brand name and visual identity showcases its ongoing dedication to helping brands create meaningful customer relationships. Alida’s history is steeped in helping iconic brands like Buzzfeed, LinkedIn and Red Bull change their business for the better by uncovering customer motivations, opinions, and sentiment through an award-winning customer insights platform. Now, the newly refocused brand will build upon this expertise and help global brands act on these uncovered customer ‘truths’ to deliver world-class customer experiences. Aggressive Growth Path in CXM Alida has been on an aggressive growth path, beginning in early 2020 with a new executive leadership team, including SAP veteran Ross Wainwright as CEO. Since then, the company released a number of new customer-led innovations to advance toward its transformation into a value-based CXM leader. With deep subject matter expertise and specialized tools for major industries such as Retail, CPG, Media, Technology, Financial Services, and Healthcare, this rebrand is just the latest move by Alida to disrupt the over-saturated CXM market. “The CXM space today is crowded with vendors that offer transactional functions that don’t lead to real business value,” said Wainwright. “It’s not just about driving products and services, it’s about creating an actionable experience for customers, employees, and partners that drives loyalty. Our new brand stays true to our company values while personifying where we believe the future to be.” “With a recent $US20 million investment from Vistara Capital Partners we expedited our ambitious growth strategy and are poised to achieve our mission of helping businesses make decisions with their customers, not for them,” continued Wainwright. Alida: Truth In Action Alida has Latin origins and means verity, truth, reality and actuality, which is the ultimate goal for brands tapping into the real source of truth: their customers. A tribute to the essence of the heroine, unexpected in the often linear, predictable and hard-edge world of technology, the name evokes a sense of strength, humanity and empathy. Major customers agree that the new brand is a game-changing move. “This rebrand is exceptional work,” said Cedric Painvin, Associate Vice President of Consumer Research at Canadian Tire. “You have struck a perfect balance that recognizes the diversity of leaders in the CX space which will surely propel you into a very exciting next phase.” “As a 6-year-strong enterprise customer, I am thrilled to introduce Alida to our wider team within The Stars Group and Flutter Businesses,” said Ben Fox, Department Head of Group Research, Consumer Market & Understanding at The Stars Group. The Alida product portfolio will now follow a functional naming strategy. Alida Touchpoint, Alida Surveys, and Alida Sparq empower customer-obsessed brands to collect and action both broad feedback and deep insights to ensure that every decision is designed to elevate customer experience. About Alida Alida believes in a world where customers are the ultimate source of truth. A world where the best business decisions are those made with customers, not for them. That’s why Alida created the world’s first CXM and insights platform to turn customer truth into action. For over 20 years, iconic brands like Buzzfeed, LinkedIn, and Red Bull have chosen Alida, formally Vision Critical, as their secret weapon. Alida’s unique approach of coupling broad feedback with deep insights creates meaningful and lasting customer relationships and builds brands that stand the test of time. Follow us at and engage with us on social media @alidaCXM. Contacts

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Vision Critical Frequently Asked Questions (FAQ)

  • When was Vision Critical founded?

    Vision Critical was founded in 2000.

  • Where is Vision Critical's headquarters?

    Vision Critical's headquarters is located at 176 Yonge St, Toronto.

  • What is Vision Critical's latest funding round?

    Vision Critical's latest funding round is Debt.

  • How much did Vision Critical raise?

    Vision Critical raised a total of $62.5M.

  • Who are the investors of Vision Critical?

    Investors of Vision Critical include Vistara Growth, Georgian Partners, W Capital Partners, Kensington Capital Partners, Northleaf Capital Partners and 8 more.

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