Vision Critical has received US $20 million in growth debt from Vancouver’s Vistara Capital Partners.

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.

Industry analysts Gartner and Forrester have recognized Vision Critical as a key player in the future of the CXM and Voice of Customer (VoC) markets. Vision Critical’s customer roster includes top global brands Red Bull, LinkedIn, Condé Nast and Twitter.

“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.”

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.

“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.

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“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 Capital’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 Capital Partners, 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.”