SmartSurvey vs InMoment: Which Feedback Platform Is Right for You?

Choosing a feedback platform is a long-term decision. So when InMoment was acquired by Press Ganey Forsta in 2025, and then absorbed into Qualtrics in May 2026, the CX teams relying on it found themselves in a position nobody plans for: an active programme sitting inside an acquisition roadmap, with no clarity on which products survive consolidation.

Ask yourself which of these sounds familiar:

• Is your feedback platform currently owned by a company that's been acquired in the last 12 months?
• Do you need a platform you can launch, edit, and run without waiting on a services team?
• Are implementation costs and professional services fees eating a significant chunk of your budget before you've collected a single response?
• Does your organisation need UK data residency, Cyber Essentials Plus, or NHS accreditation your current platform can't confirm?
• Do you need transparent pricing you can take to a budget sign-off, not a custom quote?

Here's what we recommend.

InMoment is an enterprise CX platform built for large organisations running structured Voice of the Customer programmes, typically requiring a significant implementation investment and ongoing professional services to operate. Its acquisition by Qualtrics brings deep enterprise analytics heritage. For global enterprises that need omnichannel signal aggregation, conversational intelligence, and a fully managed CX programme, it is a capable choice, if the budget, implementation timeline, and current ownership uncertainty aren't obstacles.

SmartSurvey is an advanced survey and feedback management platform trusted by large enterprises, public sector organisations, and growing feedback programmes worldwide. It's independent, transparent on pricing, and built for teams that want to collect, analyse, and act on feedback themselves, without a six-month implementation or a services retainer to get started. Most teams are live within days.

If you're ready to explore the advanced capability of SmartSurvey without the implementation overhead or ownership uncertainty, book a no-obligation demo to see if we're a good fit.

SmartSurvey vs InMoment at a glance

Sources: smartsurvey.co.uk, inmoment.com, forrester.com, g2.com. Researched June 2026.

Understanding the two platforms

The two platforms serve different ends of the same problem, and are at very different points in their ownership journey.

InMoment was built as an enterprise Voice of the Customer platform with strong text analytics capability through Lexalytics and conversational intelligence across surveys, reviews, and call-centre interactions. Press Ganey Forsta acquired it in 2025 and was itself acquired by Qualtrics in May 2026. Forrester analysts have since recommended InMoment clients begin preparing requirements for an RFP process, as overlapping platform portfolios consolidate.

SmartSurvey is independent: its roadmap, pricing, and support are its own. It has grown from an advanced survey tool into a full feedback management platform trusted by over 600,000 customers including NHS trusts, UK government bodies, and global enterprises. Teams can be collecting feedback, sharing dashboards, and acting on responses the same week they sign up, with no consultant required.

Building surveys and getting started

InMoment's survey capability is documented as supporting around 10 question types, and day-to-day survey edits, including logic changes, question updates, and branding adjustments, are typically services-assisted rather than self-serve. For organisations without an in-house CX platform team, that dependency slows iteration and adds cost.

SmartSurvey gives your team full control from day one. 24+ question types, advanced branching, display logic, piping, carry-forward responses, and same-page follow-up logic are all available on mid-tier plans without configuration complexity. AI adaptive surveys adjust questions in real time based on how each respondent answers. Your team can build, edit, and iterate independently, with no ticket and no delay.

Analysis and speed to insight

InMoment's text analytics heritage is a strength for large enterprise programmes. Lexalytics-powered analysis, conversational intelligence across calls and chats, and deep unstructured data processing give it capability that goes beyond a standard survey platform. For global enterprises that need to process voice and call-centre data alongside surveys, that depth is worth noting.

SmartSurvey is the stronger fit when your priority is speed to insight from survey-led feedback. AI thematic analysis surfaces themes from open-text responses automatically. AI translations mean responses in 54+ languages land in one view with no separate step. Live dashboards update as responses arrive and can be shared directly with the stakeholders who need to act on them.

Feedback collection across channels

SmartSurvey distributes surveys across every channel your feedback programme might need: email with embedded questions, SMS, QR codes, tracking links, web embed, web intercepts, offline and kiosk mode, and printed response entry. Each channel is tracked individually and most take minutes to set up.

InMoment aggregates signals from a broader range of sources including reviews, social, and call-centre interactions, an advantage for enterprise programmes that need to unify signals beyond surveys. For teams where surveys are the primary collection method, SmartSurvey covers every channel needed without the enterprise complexity or cost.

Closing the loop and acting on feedback

InMoment includes closed-loop workflows as part of its enterprise CX suite. For large organisations with dedicated CX operations teams, that's useful, though configuration typically requires professional services.

SmartSurvey Case Management is built directly into the platform. Cases are created from responses, assigned to named owners, and tracked in-app from open to resolved, with no additional tool or module required. For teams that want to work within their existing tech stack, SmartSurvey connects via API and webhooks, routing cases into the CRMs, helpdesks, and ticketing systems your team already uses. The SmartSurvey support team helps organisations get configured without expensive consultancy fees. The goal is straightforward: resolve individual issues and fix the root causes driving them.

Integrations and tech stack fit

SmartSurvey connects to over 297 integrations, including Salesforce, HubSpot, Microsoft Dynamics, Power BI, Microsoft Teams, Slack, and Zendesk. A RESTful API, webhooks, and Zapier are available on paid plans. Feedback reaches the right system the same day the survey closes.

InMoment integrates with CRM, BI, and service platforms as part of its enterprise architecture, but integration setup is typically part of the implementation project rather than a self-serve configuration. For teams that need feedback flowing into existing systems from day one without a professional services engagement, SmartSurvey is faster to value.

Security and compliance

SmartSurvey is ISO 27001 certified and holds Cyber Essentials Plus accreditation, the UK government-backed standard for regulated industries. It meets NHS DSPT requirements and survey themes are built to WCAG 2.2 Level AA standards. All data is stored in UK data centres as standard on every plan, and UK AI data hosting is also available. G-Cloud listed for public sector procurement.

InMoment is SOC 2 compliant and GDPR compliant but does not list Cyber Essentials Plus, NHS DSPT, or UK data hosting among its documented security credentials. For UK public sector bodies, healthcare organisations, or financial services firms with specific procurement requirements, SmartSurvey's compliance posture is the more straightforward fit.

Support when it matters

SmartSurvey includes phone support, live chat, and email on all paid plans. New customers get free migration support for up to 3 surveys, and managed services are available for teams that want hands-on help without making consultancy the default operating model.

InMoment's support model is enterprise-oriented, with dedicated customer success and professional services for larger programmes. For teams that have found themselves reliant on a services team for day-to-day platform questions, SmartSurvey's included support model, where your own team can run the programme independently, is a material difference.

The bottom line

InMoment is a capable enterprise CX platform for large organisations running managed, multi-signal programmes. For those who need it, it delivers, though the current ownership transition adds a variable worth factoring into any long-term platform decision.

For most organisations running survey-led feedback programmes, SmartSurvey is the faster, more transparent, and more self-sufficient choice. Independent ownership, UK data residency, published pricing, and a platform your team can run from day one, without a consultant in the critical path.

Request a demo with the SmartSurvey team to walk through your requirements and see how we compare.

Choose the platform that fits

Choose InMoment if:

• You're running a global enterprise CX programme that needs to aggregate signals from surveys, reviews, social, and call-centre interactions
• Deep conversational intelligence across calls and unstructured data is central to your programme
• You have a dedicated CX platform team and budget for a managed implementation
• The Qualtrics acquisition timeline and roadmap consolidation are not concerns for your programme

Choose SmartSurvey if:

• You want a platform your own team can launch, edit, and run without a services dependency
• Transparent, published pricing matters for budget sign-off
• Your organisation requires UK data residency, Cyber Essentials Plus, NHS DSPT, or G-Cloud listing
• You want built-in case management your team can operate without additional configuration
• You're collecting feedback across email, SMS, QR codes, web embed, web intercepts, offline and kiosk, and tracking links
• You need 297+ integrations to connect feedback to your existing tech stack
• You want an independent platform with a stable, visible roadmap

Frequently asked questions

Is SmartSurvey a good alternative to InMoment?

Yes, particularly for organisations that want to run their feedback programme independently rather than through a managed services model. SmartSurvey covers advanced survey building, multichannel distribution, AI analysis, live dashboards, and case management, all operable by your own team from day one. For teams currently weighing the uncertainty of InMoment's acquisition into the Qualtrics portfolio, SmartSurvey offers an independent, stable alternative.

What does the Qualtrics acquisition mean for InMoment customers?

Qualtrics completed its acquisition of Press Ganey Forsta, which included InMoment, in May 2026. Forrester analysts have recommended InMoment clients begin preparing requirements for an RFP process as overlapping platforms consolidate. SmartSurvey is independently owned, with a published roadmap and pricing that doesn't change based on a parent company's portfolio decisions.

How long does it take to switch from InMoment to SmartSurvey?

Most teams are collecting feedback again within days for standard surveys. SmartSurvey includes free migration support for up to 3 surveys for new customers. For larger migrations, managed services can support survey rebuilding, dashboard setup, and programme configuration. The goal is to make the switch low-risk and fast.

Is SmartSurvey suitable for large or enterprise organisations?

Yes. SmartSurvey is used by large enterprises running structured feedback programmes at scale. Multi-location hierarchy reporting, case management, omnichannel distribution, and enterprise-grade security with SSO and SCIM are all available without a bespoke contract.

How does SmartSurvey compare to InMoment on pricing?

InMoment is sales-led with no published pricing. Contracts are custom-quoted with modules priced separately and professional services on top. SmartSurvey publishes self-serve plans from £840 a year, so you can compare options before speaking to anyone. Book a demo to get a quote for your team.