SurveyMonkey rebrands as Momentive, aims to take on Qualtrics in experience management software

Going forward as Momentive, the company is also looking to spark a corporate relaunch that will help it compete with Qualtrics and other players in the experience management software category. SurveyMonkey was launched in 1999 with a consumer-oriented survey product geared toward the individual user, and its array of freemium consumer services remain a core component of the company's business. But over the last several years, the company has turned to its business and enterprise products as a way to move upmarket and generate long-term value for the company. Eventually, the SurveyMonkey brand became restrictive and failed to communicate the breadth of the company's portfolio, said Momentive president Tom Hale. "The term SurveyMonkey, we have outgrown it as a company and we have come to realize that we need to tell the world who we are in a different way," said Hale. "What has driven our success is the freemium self-serve survey business, but the last few years has seen us tilting upmarket."