Qualtrics Buys Forsta from Press Ganey for $6.75B to Build AI Experience Platform

Qualtrics, a leader in the experience management (XM) category, has announced a definitive agreement to acquire Press Ganey Forsta for $6.75 billion, payable in a combination of cash and equity. Press Ganey Forsta, a trusted global provider of experience measurement and data analytics, serves more than 43,000 clients, including 41,000 healthcare providers. This acquisition is set to create the most comprehensive AI platform dedicated to customer, patient, employee, and market research experiences.

The move marks a major step in Qualtrics’ strategy to lead the Human Experience (HX) market. By combining Qualtrics’ best-in-class technology with Press Ganey Forsta’s vast data, benchmarking, and healthcare expertise, the company aims to accelerate the responsible adoption of AI to enhance products, services, and overall human experiences. Qualtrics will strengthen its existing AI capabilities—such as Conversational Feedback, Qualtrics Assist, and Experience Agents—by integrating Press Ganey Forsta’s deep industry knowledge and trusted data. According to IDC, this merger addresses some of the biggest barriers to AI adoption, including trust, relevance, and domain-specific expertise, countering the growing frustration with generic AI solutions that lack industry focus.

The impact on healthcare is expected to be profound. Press Ganey Forsta’s network of 41,000 healthcare providers in 30 countries relies on its tools to build trust, improve quality, and ensure safety. The integration of Qualtrics’ technology will help healthcare organizations deliver enhanced patient and employee experiences that directly contribute to better health outcomes, greater provider well-being, and higher retention and morale.

Rob Allen, President and CEO of Intermountain Health, emphasized the significance of the acquisition, stating, “At Intermountain Health, we’ve seen firsthand that when you put patients first, the results speak for themselves—better quality and safety outcomes, improved healthcare experiences, and measurable performance impact. We’re confident that Qualtrics’ investment in Press Ganey Forsta is a groundbreaking move for healthcare that will positively transform healthcare experience and quality for the future. Qualtrics and Press Ganey Forsta together have unique capabilities and expertise to scale this across the industry.”