Experience management (XM) leader Qualtrics has announced a $6.75 billion agreement to acquire Press Ganey Forsta, a provider of experience measurement and analytics. The deal aims to create a unified AI-powered platform for customer, employee, patient, and market research experiences, combining Qualtrics’ technology with Press Ganey Forsta’s deep industry data and expertise.
The acquisition marks a milestone in the push to leverage AI for actionable insights. Organizations will be able to better understand and respond to the needs of customers, employees, and patients, driving improved experiences and measurable business outcomes.
AI Meets Domain Expertise
Qualtrics’ AI capabilities are already widely adopted: over one-third of its customers have upgraded to AI-powered features, and 90% of its top 50 enterprise clients leverage tools like Conversational Feedback, Qualtrics Assist, Edge Audiences, and Experience Agents.
By integrating Press Ganey Forsta’s analytics, benchmarking, and industry knowledge, the combined platform will deliver enhanced, sector-specific AI insights. Healthcare providers, in particular, stand to benefit: Press Ganey Forsta partners with 41,000 providers across 30 countries, enabling patient and employee experience improvements while ensuring compliance and safety.
“Bringing Qualtrics and Press Ganey Forsta together will accelerate AI adoption and create the most comprehensive platform for improving the human experience,” said Zig Serafin, CEO of Qualtrics. “Healthcare, where patient and employee experiences directly impact outcomes, is the ultimate proving ground for this vision.”
Broad Industry Implications
Executives across industries highlighted the potential of the combined platform. From improving airline customer and employee experiences at Delta, to enhancing healthcare quality and patient safety at Intermountain Health and Hartford HealthCare, the merger is expected to scale impact across sectors.
Lou Reinemann, IDC Research Director, added, “By combining Qualtrics’ AI platform with Press Ganey Forsta’s domain expertise, the companies directly address barriers to AI adoption: trust, relevance, and industry-specific insights. This accelerates tangible business outcomes for organizations.”
Transaction Details
The acquisition, valued at $6.75 billion, will be paid via cash and equity and is pending regulatory approvals. Both companies will continue to operate independently until closing. A broad consortium of financial and legal advisors, including JPMorgan, Citi, Goldman Sachs, Latham & Watkins, Barclays, and others, are supporting the transaction.
Once finalized, the merger positions Qualtrics and Press Ganey Forsta to deliver the most complete AI-driven experience management platform, spanning multiple industries, use cases, and enterprise requirements.
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