Qualtrics to Acquire Press Ganey Forsta for $6.75 Billion

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 acquisition aims to integrate Qualtrics' advanced artificial intelligence (AI) capabilities with Press Ganey Forsta's extensive healthcare expertise, creating a comprehensive platform for managing customer, patient, and employee experiences.

Founded in 2002 and headquartered in Provo, Utah, and Seattle, Washington, Qualtrics specializes in experience management software that enables organizations to collect and analyze data to improve customer, employee, product, and brand experiences. The company has a history of strategic acquisitions to enhance its platform, including the purchase of Clarabridge in 2021 to bolster its customer feedback management capabilities.

Press Ganey Forsta is a global provider of experience technology, data analytics, and insights, serving over 43,000 clients across various industries, including healthcare, financial services, hospitality, market research, professional services, retail, and technology. The company is recognized for its Human Experience (HX) Platform, which integrates customer experience (CX), employee experience (EX), patient experience (PX), and market research.

The acquisition aims to combine Qualtrics' advanced AI capabilities with Press Ganey Forsta's extensive data and expertise, particularly in the healthcare sector, to create a comprehensive platform for managing customer, patient, and employee experiences. The transaction is subject to regulatory approvals and customary closing conditions, with completion expected in the coming months.

Zig Serafin, CEO of Qualtrics, 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. Combining Qualtrics’ AI platform with Press Ganey Forsta’s trusted analytics and deep expertise creates an opportunity to deliver exceptional value and measurable outcomes for our customers."

Patrick T. Ryan, Chairman and CEO of Press Ganey Forsta, commented, "AI is rapidly transforming every industry, and organizations need proven, innovative solutions grounded in deep expertise to move from insight to impact faster. This investment ignites our ability to deliver."

Press Ganey Forsta is trusted by 41,000 healthcare providers in 30 countries, focusing on enhancing patient and employee experiences. The integration with Qualtrics' AI capabilities is expected to help healthcare providers deliver patient and employee experiences that lead to improved health outcomes, as well as provider well-being, retention, and morale.

The acquisition underscores the growing importance of AI in experience management. Qualtrics' AI capabilities have been adopted by more than one-third of its customers, with 90% of its top 50 enterprise customers utilizing its features. The addition of Press Ganey Forsta's specialized industry expertise, data, and benchmarking is expected to extend and accelerate the adoption, innovation, and impact of these capabilities across various industries.

The $6.75 billion transaction will be paid through a combination of cash and equity. The deal is subject to regulatory approvals and customary closing conditions, with completion expected in the coming months.

This acquisition marks Qualtrics' largest to date, following its purchase of Clarabridge in 2021. The move reflects a broader trend of consolidation in the experience management and analytics sectors, as companies seek to enhance their AI capabilities and expand their market reach.

The Qualtrics-Press Ganey Forsta acquisition represents a significant milestone in the evolution of experience management, particularly in the integration of AI technologies within the healthcare sector. As the transaction progresses through regulatory approvals, the industry anticipates the transformative impact this merger will have on delivering enhanced human experiences across multiple domains.