Survey software company SurveyMonkey is buying Usabilla, a leading global Voice of Customer (VoC) technology provider.

The cash and equity deal is worth around $80 million and is expected to close  in Q2 2019.

Headquartered in Amsterdam, Usabilla has 450 customers in 35 countries Lufthansa, Philips, and Vodafone, which use its technology to collect, analyse, and act on real-time user feedback to improve their products and customer experience.

The company employs over 130 people in Europe, the United States, and Australia.

The acquisition will complement SurveyMonkey’s existing portfolio of enterprise solutions which include SurveyMonkey CX, a turn-key NPS solution for businesses to collect, understand, and act on customer feedback, and TechValidate, which captures and transforms customer feedback into case studies, testimonials and reviews.

Usabilla’s platform makes it easy to collect the feedback that can transform digital experiences and accelerate sales, the company said.

“Usabilla’s outstanding user experience solution for capturing real-time digital feedback enhances our enterprise offerings and expands our international footprint,” said Zander Lurie, chief executive officer of SurveyMonkey.

“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.”

Marc van Agteren, CEO of Usabilla, said the acquisition would help the company grow its customer base.

“SurveyMonkey’s global reach in over 345,000 organisations, strong brand recognition and sales expertise will accelerate our growth in new markets and verticals,” he said.

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