Qualtrics bets big on AI with US$6.75bn Press Ganey Forsta acquisition

Qualtrics is making one of its biggest moves yet in the experience management space, announcing a US$6.75 billion investment to acquire Press Ganey Forsta - a data analytics and experience measurement firm with deep roots in healthcare.

The deal is set to reshape how organisations use AI to understand and improve customer, employee and patient experiences. It also marks a significant expansion of Qualtrics’ capabilities, combining its technology platform with Press Ganey Forsta’s benchmarking data, advisory services and regulatory expertise.

“Bringing Qualtrics and Press Ganey Forsta together will accelerate the adoption of AI and create the most comprehensive platform for improving the human experience," Zig Serafin, CEO of Qualtrics, said. 

“There’s no more important proving ground for experience management than healthcare, where better experiences for patients and employees directly impact better outcomes and quality of care."

While Qualtrics has long positioned itself as a leader in customer and employee experience, the acquisition signals a deeper push into healthcare - a sector where experience directly impacts outcomes.

Press Ganey Forsta currently works with 41,000 providers across 30 countries, helping improve trust, safety and quality of care. Its data and analytics tools are used to ensure compliance with clinical protocols and regulatory standards, making it a trusted partner for hospitals and health systems.

The combined platform will allow healthcare providers to deliver more personalised, compliant and effective experiences - not just for patients, but for staff as well. That includes improving morale, retention and wellbeing, areas increasingly under pressure in post-pandemic healthcare systems.

Accelerating AI adoption

Qualtrics said the acquisition will accelerate the rollout of its AI tools, including Conversational Feedback, Qualtrics Assist, synthetic research platform Edge Audiences, and Experience Agents, all designed to help organisations move from insight to action faster.

More than one-third of Qualtrics customers have already upgraded to its AI capabilities, and 90% of its top 50 enterprise clients are using AI features to improve experience delivery.

“AI is rapidly transforming every industry,” Patrick Ryan, chairman and CEO of Press Ganey Forsta, said. “Organisations need proven, innovative solutions grounded in deep expertise to move from insight to impact faster.”

The acquisition also gives Qualtrics access to Press Ganey Forsta’s extensive benchmarking data and long-standing client relationships, which span healthcare, retail, financial services and government.

The deal is expected to close in the coming months, pending regulatory approvals. Until then, both companies will continue to operate independently. Qualtrics is backed by a consortium of financial heavyweights, including JPMorgan, Goldman Sachs, Citi, Morgan Stanley and KKR Capital Markets.