TruRating

Name: TruRating
Brand: TruRating

TruRating is a retail-focused customer feedback and analytics platform that captures point-of-purchase feedback across in-store and digital checkouts, links responses to transaction metadata, and provides store- and shift-level dashboards and automated coaching guidance.

Est 2012|Valuation $104.9M|Raised $37.7M|48 Ref Customers

LinkedIn 7K|Web traffic 39K|FTEs 49

MarketsCustomer Experience Platform (CXP)Voice of the Customer

01Competitive Landscape

Narrative analysis: where alternatives excel

- Qualtrics and Medallia typically win when procurement requires a single enterprise standard for experience management across contact centers, employees, customers, and brand tracking, combined with mature governance and research tooling. - HappyOrNot can be more suitable when the objective is quick pulse feedback with minimal integration effort, particularly when POS/payment integration is constrained. - Digital-first survey tools (Typeform, Survicate, etc.) often offer faster self-serve setup and transparent pricing and are well suited for product/UX teams conducting ad hoc research; they typically do not provide verified point-of-payment capture.

When customers choose competitors instead

Common reasons (inferred):

need for transparent, public pricing and lightweight procurement,
requirement for documented SOC 2 or ISO certifications prior to vendor selection,
preference for mature survey design, research panels, and omnichannel orchestration,
desire to avoid dependencies on POS/payment integration.

	TruRating	Qualtrics	HappyOrNot
Starting Price	Not publicly listed (quote-based)	Some research packages available via self-serve purchasing; enterprise CX packages are typically quote-based	Quote-based; typically includes setup and subscription fees based on feedback collection points
Best suited for	Multi-location retailers seeking feedback captured at checkout and linked to transaction outcomes	Enterprises requiring a comprehensive experience management platform across multiple channels and advanced research capabilities	High-traffic physical locations that need a simple, low-friction feedback mechanism
Key Strengths	Checkout-triggered capture linked to transaction data and store/shift analytics	Broad feature set, integrations, and enterprise governance for omnichannel CX	Simple, low-friction in-physical-location feedback collection with established hardware and methods
Key Weaknesses	Limited independent public reviews; public security documentation is limited; pricing is opaque	Can be complex and costly at scale; onboarding and governance can be resource-intensive	Less focused on transaction-linked analytics; hardware-centric approach may limit integration with POS data

01Competitive Landscape

Narrative analysis: where alternatives excel

Qualtrics and Medallia typically win when procurement requires a single enterprise standard for experience management across contact centers, employees, customers, and brand tracking, combined with mature governance and research tooling.
HappyOrNot can be more suitable when the objective is quick pulse feedback with minimal integration effort, particularly when POS/payment integration is constrained.
Digital-first survey tools (Typeform, Survicate, etc.) often offer faster self-serve setup and transparent pricing and are well suited for product/UX teams conducting ad hoc research; they typically do not provide verified point-of-payment capture.

When customers choose competitors instead

Common reasons (inferred):

need for transparent, public pricing and lightweight procurement,
requirement for documented SOC 2 or ISO certifications prior to vendor selection,
preference for mature survey design, research panels, and omnichannel orchestration,
desire to avoid dependencies on POS/payment integration.

	TruRating	Qualtrics	HappyOrNot
Starting Price	Not publicly listed (quote-based)	Some research packages available via self-serve purchasing; enterprise CX packages are typically quote-based	Quote-based; typically includes setup and subscription fees based on feedback collection points
Best suited for	Multi-location retailers seeking feedback captured at checkout and linked to transaction outcomes	Enterprises requiring a comprehensive experience management platform across multiple channels and advanced research capabilities	High-traffic physical locations that need a simple, low-friction feedback mechanism
Key Strengths	Checkout-triggered capture linked to transaction data and store/shift analytics	Broad feature set, integrations, and enterprise governance for omnichannel CX	Simple, low-friction in-physical-location feedback collection with established hardware and methods
Key Weaknesses	Limited independent public reviews; public security documentation is limited; pricing is opaque	Can be complex and costly at scale; onboarding and governance can be resource-intensive	Less focused on transaction-linked analytics; hardware-centric approach may limit integration with POS data