Qualtrics acquires Seattle journey-orchestration startup Usermind to bolster XM Directory

Qualtrics has acquired Seattle-based marketing startup Usermind, a 2013-founded leader in journey orchestration with about 40 employees, to strengthen its Qualtrics XM Directory and customer interaction tracking. Usermind, led by CEO Michel Feaster, raised $14 million in January, weathered pandemic layoffs, and saw increased demand as companies accelerated digital adoption.