Unify the voice of your customers and employees in one AI-powered platform.
Ask a Stockholm software company what it actually sells and you will hear a modest answer: questions. Netigate builds the machinery that lets an organization ask its customers and its staff how things are going - and, more usefully, makes sense of what comes back. For twenty years that has been an unglamorous business. It is also, quietly, a large one. More than 1,500 organizations now run their feedback through Netigate, and the roster reaches from banks and utilities to Santander, Circle K and Spotify.
The premise is simple enough to fit on a napkin. Companies are drowning in opinions - survey responses, app ratings, exit interviews, support tickets, the whole noisy chorus - and most of them do very little with it. The feedback sits in spreadsheets. The spreadsheets get emailed. Nobody reads them. Netigate's pitch is that all of it belongs in one place, sorted, scored, and readable at a glance, so that a decision can actually follow.
Netigate splits the world of feedback into two audiences and insists they are the same problem. There is the voice of the customer - satisfaction scores, Net Promoter surveys, the pop-up that asks whether you found what you were looking for. And there is the voice of the employee - engagement pulses, onboarding check-ins, the awkward but revealing exit interview. Most vendors pick a lane. Netigate runs both, on the theory that a company treating its staff badly will eventually treat its customers badly too, and that the two data streams are more useful read together than apart.
The toolkit is broad without being baffling. There is a survey builder that a marketing coordinator can drive without calling IT - multiple choice, rating scales, matrix questions, skip logic that routes respondents down different paths. There are the standardized instruments companies actually ask for by name: NPS and its employee cousin eNPS, pulse surveys, site-intercept surveys that catch a visitor mid-browse. And sitting on top of all of it is the analytics layer, which is where the money is.
The people who actually reach for these tools are rarely data scientists. They are a customer-experience manager who needs to know why churn ticked up last quarter, an HR lead running an engagement survey across five offices, a product team that wants to know whether a redesign helped or hurt. Netigate's customers cluster in sectors where those questions carry weight and where the answers are audited - banks, healthcare providers, retailers, utilities, hospitality. These are organizations with formal compliance requirements and a low tolerance for a tool that leaks or guesses.
"Our customers are asking for one unified platform that brings together feedback from various sources."
Maria Borjesson, CEO, NetigateAnyone can collect answers. The difficulty has always been the open-text box - the field where a customer writes three furious paragraphs or a single sardonic line, and where the real signal usually hides. Historically that meant someone in an office reading thousands of comments by hand, or ignoring them. Netigate's answer is a feature called Ask AI, which lets a user point a question at a specific slice of feedback - a time period, a touchpoint, a region - and get an answer back in plain language, in any language.
In practice that changes who gets to use the data. When a manager can type "what were people unhappy about at the checkout in June?" and read a coherent summary instead of scrolling a thousand rows, feedback stops being a report that lands once a quarter and starts being something you can interrogate on a Tuesday afternoon. The instrument matters less than the habit it enables.
That capability did not appear by accident. It arrived through the front door of an acquisition, which is the second thing worth knowing about this company.
For most of its life Netigate grew the slow way - selling subscriptions, one European mid-market company at a time. Then in 2022 the Nordic private equity fund GRO Capital took a majority stake, and the tempo changed. In March 2024 Netigate bought Lumoa, a Finnish startup that had been among the first in customer experience to put generative AI to work on feedback. Lumoa's technology is what now powers Ask AI.
Eighteen months later, in September 2025, it went again - acquiring Mopinion, a Dutch specialist in real-time feedback collected directly on websites and in apps. That plugged the last obvious hole in the lineup: catching digital signals as they happen, rather than emailing a survey afterward. The stated goal was to build, in the company's own framing, Europe's most comprehensive AI-driven experience management platform. Two purchases, one thesis - that fragmented feedback tools are the disease, and a single European platform is the cure.
"This is a powerful step forward, as we'll create the European answer to fragmented solutions."
Udesh Jadnanansing, Mopinion founderHere is where a detail that reads like fine print turns into strategy. Netigate is based in Europe, keeps its data in Europe, is fully GDPR-compliant and ISO-certified. For a bank, a hospital or a public-sector body, that is not a checkbox - it is the whole reason to sign. The large incumbents in this category are American, and for a compliance officer in Frankfurt or Helsinki, an American vendor means a longer legal review and a nagging question about where the data physically lives.
Netigate turns that anxiety into a feature. It does not have to be the most powerful platform on Earth. It has to be the one a European risk team can approve without a fight, that reads the local language, and that a non-technical employee can operate. On those terms it competes very well.
There is a second, quieter advantage in reach. The combined company now runs offices in six European cities and supports feedback in the many languages that a genuinely pan-European client base speaks. For a Nordic bank with branches in Warsaw and a German logistics firm with staff in Helsinki, a platform that treats every language as a first-class citizen - including in its AI analysis - is worth more than a marginally slicker dashboard sold out of Utah.
The experience-management market has a heavyweight class - Qualtrics and Medallia - and a broad middle of survey tools that people reach for by reflex: SurveyMonkey, Typeform, SurveySparrow, Alchemer. Netigate lives in a useful gap between them. It is more serious than a consumer survey app, more approachable and more affordable than the enterprise giants, and more European than any of them.
| Dimension | Netigate's position |
|---|---|
| Scope | Customer + employee feedback in one platform |
| Home turf | Europe, with data residency and GDPR built in |
| Buyer | Mid-market to enterprise; compliance-sensitive sectors |
| Edge | Ask AI generative analysis, ease of use, ISO certification |
| Against | Qualtrics, Medallia, SurveyMonkey, Typeform, Alchemer |
The business model is the tidy part. It is B2B SaaS - tiered subscriptions to the platform, with a consulting arm that helps clients design feedback programs and act on what they find. By 2025, industry trackers put revenue in the region of $12.8 million, run by a team of roughly 130 people across offices in Stockholm, Frankfurt, Helsinki, Oslo, Rotterdam and Warsaw. Not a rocket. A compounder.
Netigate describes its internal culture around what it calls the "maker mindset" - taking ownership, staying curious, holding people accountable, driving progress with purpose. It is the kind of phrase every company keeps on a wall. What makes it slightly less decorative here is that the product itself is built on the same claim Netigate makes about workplaces generally: that a good employee experience is the foundation of a good customer experience. A company selling that idea to others has an obvious incentive to look like it believes it.
The leadership reflects the acquisitive turn. Maria Borjesson runs the company as CEO; a new CFO and chief commercial officer arrived in 2025, and Mopinion's co-founder Kees Wolters joined as group marketing chief - a sign that acquisitions here are meant to fold people in, not just absorb their software. For a two-decade-old firm, the org chart looks less like a settled incumbent and more like a company still assembling itself.
What Netigate has built is not flashy, and its leaders do not pretend otherwise. It is a European platform for a European problem, assembled partly by patience and partly by checkbook, betting that the companies of the continent would rather buy their feedback tools close to home. Two decades in, the customer list suggests the bet is holding.