What Does Vision Critical Do?

Total employees550
HeadquartersToronto
Founded2000

Vision Critical, which officially rebranded to Alida in September 2020, is a company that specializes in Total Experience Management (TXM) software. Alida's platform helps businesses capture rich customer and employee feedback, uncover deep insights, and take action to improve experiences and drive growth. They empower companies to make decisions with their customers, not for them, by combining deep quantitative and qualitative insights. The Alida TXM platform is designed to manage and optimize experiences across customers, employees, products, and brands.

Where Is Vision Critical's Headquarters?

Vision Critical officeVision Critical officeVision Critical officeVision Critical office
*Images sourced via web search. Rights belong to original owners

HQ Function

The Toronto headquarters serves as the global operational and strategic command center for Alida. It houses the executive leadership team, core product strategy and development for the TXM platform, global marketing initiatives, sales leadership, finance, human resources, and other key corporate functions.

Notable Features:

Located in a prominent downtown Toronto business and tech district, the office is a modern workspace designed to facilitate collaboration and innovation. It likely includes state-of-the-art technology and amenities aimed at enhancing employee productivity and well-being, reflecting a contemporary tech company environment.

Work Culture:

Alida publicly champions a work culture based on its core values: Bold, Empathetic, Curious, and Authentic. From an end-user perspective (e.g., a potential employee), this suggests an environment that encourages proactive problem-solving, understanding diverse perspectives, continuous learning, open communication, and a strong focus on customer success. They emphasize teamwork and providing opportunities for professional growth within the evolving TXM landscape.

HQ Significance:

The Toronto headquarters is highly significant as it anchors Alida's global strategy in the competitive experience management market. It's the primary center for innovation, decision-making, and coordinating efforts across its international offices, enabling Alida to serve its diverse client base effectively.

Values Reflected in HQ: The headquarters' physical environment and operational ethos are intended to embody Alida's core values. For instance, open and collaborative workspaces aim to foster 'Curiosity' and 'Authenticity' by promoting idea sharing and transparent communication. Investment in R&D infrastructure supports 'Boldness' in innovation. Policies and amenities focused on employee well-being, diversity, and inclusion are designed to demonstrate 'Empathy'.

Location:

Alida (formerly Vision Critical) maintains a robust global presence with key offices in North America (Canada, USA), Europe (UK, France), and Asia-Pacific (Australia). This international network supports a wide range of functions including sales, marketing, customer success, professional services, and R&D. This strategic distribution allows Alida to effectively serve its diverse, global clientele by providing localized support, understanding regional market nuances, and fostering innovation on a worldwide scale.

Street Address:

365 Bloor Street East, Suite 1200

City:

Toronto

State/Province:

Ontario

Country:

Canada

Where Else Does Vision Critical Operate Around the World?

Vancouver, British Columbia, Canada

Address: 200 Granville St #1400, Vancouver, BC V6C 1S4, Canada

Serves as a major center for innovation, software development, and technical operations supporting Alida's TXM platform globally.

London, United Kingdom

Address: The Neighbourhood, 2 Ganton St, Carnaby, London W1F 7QL, United Kingdom

Drives Alida's growth and customer engagement across the diverse European, Middle Eastern, and African markets, offering localized expertise.

New York, New York, USA

Address: 135 Madison Ave, 5th Floor, New York, NY 10016, United States

Strengthens Alida's presence in the United States, catering to a large customer base and driving new business development on the East Coast.

Sydney, New South Wales, Australia

Address: Level 5, 130 Pitt Street, Sydney, NSW 2000, Australia

Expands Alida's reach and supports customers across Australia, New Zealand, and other Asia-Pacific countries, adapting solutions to local needs.

Paris, France

Address: 40 Rue du Colisée, 75008 Paris, France

Enhances Alida's presence in mainland Europe, providing localized support and driving growth in France and neighboring countries.

Buying Intent Signals for Vision Critical

Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.

Notable news
Hiring actively
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
*Example signal, not calculated in real time

Who's Leading Vision Critical? Meet the Executive Team

As of April 2025, Vision Critical' leadership includes:

Ross Wainwright - Chief Executive Officer (CEO)
Hermina Khara - Chief Financial Officer (CFO)
Riaz Raihan - President, Products & Engineering
Mary Kay Evans - Chief Marketing Officer (CMO)
Jason Baldree - Chief Customer Officer (CCO)
Steven Medeiros - Chief Revenue Officer (CRO)
Paul Louis - Chief People Officer (CPO)

Who's Investing in Vision Critical?

Vision Critical has been backed by several prominent investors over the years, including:

Georgian Partners (historical and current impact)
Round13 Capital
BMO Capital Partners
Vistara Growth
W Capital Partners (historical)
Comerica Bank (debt financing)

What Leadership Changes Has Vision Critical Seen Recently?

Hire1
Exits0

In the past 12-18 months, Alida (formerly Vision Critical) has focused on solidifying its executive leadership to drive its growth strategy in the Total Experience Management (TXM) sector. Key appointments have often centered on enhancing customer-facing functions and product innovation.

New Appointments:

Jason Baldree, Alida announced the appointment of Jason Baldree as its new Chief Customer Officer, bringing extensive experience in building and scaling customer-centric organizations.

What Technology (Tech Stack) Is Used byVision Critical?

Discover the tools Vision Critical uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.

Vision Critical Email Formats and Examples

Alida (formerly Vision Critical) primarily utilizes standardized email formats for its employees, typically combining parts of their names. The most common formats are [first].[last]@alida.com and [first_initial][last]@alida.com. Understanding these patterns can be helpful for professional communication.

[first].[last]@alida.com (e.g., jane.doe@alida.com) is the most common. Also, [first_initial][last]@alida.com (e.g., jdoe@alida.com) might be used.

Format

jane.doe@alida.com

Example

90%

Success rate

What's the Latest News About Vision Critical?

Alida Press Release • April 4, 2024

Alida Named a Leader in Multiple Categories in G2 Spring 2024 Grid Reports

Alida announced its recognition as a Leader in several G2 Spring 2024 Grid Reports, including for Experience Management, Feedback Analytics, and Survey software. This highlights strong customer satisfaction and market presence based on user reviews....more

Alida Press Release • February 20, 2024

Alida Appoints Jason Baldree as Chief Customer Officer

Alida announced the strategic appointment of Jason Baldree to the role of Chief Customer Officer. Baldree is tasked with leading Alida's global customer success, professional services, and support organizations to drive customer value and retention....more

Alida Press Release • October 25, 2023

Alida Unveils Powerful Generative AI Capabilities Within its Market-Leading TXM Platform

Alida introduced new Generative AI features integrated into its Total Experience Management (TXM) platform. These capabilities are designed to streamline insight generation, accelerate survey creation, and enhance the overall efficiency of experience management programs for its users....more

Alida Press Release • August 15, 2023

Alida Receives 2023 Great Place to Work Certification™

Alida announced it has been certified as a Great Place to Work® after a thorough, independent analysis conducted by Great Place to Work Institute® Canada. This certification is based on direct feedback from employees, provided as part of an extensive and anonymous survey about their workplace experience....more

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