Vision Critical Communications Inc Ipo

Vision critical communications inc ipo

How IG used Vision Critical’s customer intelligence platform to drive innovation


IndustrySoftware and market research
HeadquartersVancouver, British Columbia, Canada

Area served


Key people

Scott Miller (Group CEO), Vinod Hariharan (CFO), Alan Price (CTO)
ProductsSparq platform

Number of employees


Vision Critical provides a cloud-based customer intelligence platform that allows companies to build engaged, secure communities of customers.[1] Based in Vancouver,[2] the company was founded by Andrew Reid in 2000[3] and works with over 700 global brands around the world.[4] In 2018, Vision Critical took home a BIG Innovation Award from the Business Intelligence Group.[5] Vision Critical was ranked Canada's 46th-fastest-growing software development company by PROFIT magazine's PROFIT 500 in 2015.[6] The company has also taken home awards for its work culture, including the 2017 National HR Award,[7] Achievers 50 Most Engaged Workplaces in North America[8] and Canada's Top Employers for Young People.[9]


After going to film school and working with interactive companies, Andrew Reid realized that the research industry was behind in technology and started Vision Critical in 2000.[10]

In 2004, Angus Reid, Andrew Reid's father, joined the company.[11]Wellington Capital, a privately held bridge financing and venture debt fund, invested in Vision Critical in October 2006.[11]

In 2009, Vision Critical won the Forrester Groundswell Award with customer NASCAR for the Official NASCAR Fan Council.[12] And in 2011, the company installed its 500th online community.[13]

The company announced that it raised $20 million in funding from OMERS Ventures, the venture capital investment arm of Canadian pension funds company OMERS, in August 2012.[14] In September of the same year, 'Scott Miller was appointed to group CEO, while Andrew Reid became the Chief Product Officer.[15] Later that year, Vision Critical made the Deloitte Fast 50 for the fifth year in a row.[16]

Vision Critical had about $80 million in revenue in 2012.[17]

The company has employees globally.[18] Customers include Banana Republic, Discovery[18] and NASCAR.[19]


Vision Critical's products include:

  • Insight communities: online communities where companies gain feedback from their customers and stakeholders.[20]
  • IdeaHub: a co-creation tool that taps into the ideas of customers, employees or other stakeholders for innovation and new product development.[21]
  • Voice of market: proprietary general population panels in Canada, US and UK, including Angus Reid Public Opinion, an international public affairs organization under the Vision Critical umbrella that conducts regional, national and multinational public opinion polls.[22][23]

The company has won numerous awards, including being named a Gold winner in the Most Customer Friendly Company of the Year category in the Best in Biz Awards 2013 International competition.[24]


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