Qualtrics to Acquire Press Ganey Forsta for $6.75 Billion, Enhancing AI Experience Management

Qualtrics, a leader in experience management software, announced on October 6, 2025, its agreement to acquire Press Ganey Forsta, a prominent provider of experience measurement and data analytics, for $6.75 billion in a combination of cash and equity. This strategic move aims to integrate Qualtrics' advanced artificial intelligence (AI) capabilities with Press Ganey Forsta's extensive healthcare data and expertise, creating a comprehensive AI platform specialized in customer, patient, and employee experience management.

Founded in 2002, Qualtrics offers a cloud-based platform widely utilized in both academic and enterprise sectors. The company has undergone significant ownership changes, including an acquisition by SAP in 2018 for $8 billion and a subsequent buyout by Silver Lake and the Canada Pension Plan Investment Board in 2023 for $12.5 billion.

Press Ganey Forsta, established in 1985, specializes in experience measurement and data analytics, particularly within the healthcare sector. The company expanded its services beyond healthcare by acquiring Forsta, a market research and customer experience technology firm, in April 2022.

The acquisition is expected to close in the coming months, pending regulatory approvals and customary closing conditions. Qualtrics CEO Zig Serafin stated, "Bringing Qualtrics and Press Ganey Forsta together will accelerate the adoption of AI and create the most comprehensive platform for improving the human experience." Patrick T. Ryan, Chairman and CEO of Press Ganey Forsta, added, "AI is rapidly transforming every industry, and organizations need proven, innovative solutions grounded in deep expertise to move from insight to impact faster."

The integration of Qualtrics' AI capabilities with Press Ganey Forsta's healthcare expertise is anticipated to enhance patient and employee experiences, leading to improved health outcomes and provider well-being. Rob Allen, President and CEO of Intermountain Health, noted, "We’re confident that Qualtrics’ investment in Press Ganey Forsta is a groundbreaking move for healthcare that will positively transform healthcare experience and quality for the future."

This acquisition underscores the growing importance of AI in experience management. Lou Reinemann, Research Director at IDC, stated, "By combining Qualtrics’ AI platform with Press Ganey Forsta’s deep domain expertise, the two companies are directly addressing the biggest barriers to AI adoption: trust, relevance, and industry expertise."

Qualtrics' acquisition of Press Ganey Forsta represents a significant step in the evolution of experience management, emphasizing the pivotal role of AI in transforming customer, patient, and employee experiences. As the integration unfolds, it is poised to set new standards in the industry, offering innovative solutions that cater to the dynamic needs of various sectors.