SmartSurvey

What it is

SmartSurvey is a survey and form builder that describes itself as advanced survey software and a form builder, and as "the UK's #1 feedback platform". It is aimed at organizations that run customer, employee and public feedback programs and want results that feed straight into reporting and business systems: customer experience teams, HR and recruitment teams, and public-sector bodies. The company says it is trusted by 600,000+ customers. It presents itself as UK-based, with UK hosting, and links a separate SmartSurvey US site from its navigation.

What you build and how

You build online surveys and forms. The homepage frames the usual uses: employee surveys, customer feedback forms and the survey uses listed under it, such as customer satisfaction, customer effort score, voice of the customer, HR, recruitment and training surveys. The builder lets you customize colors, fonts and layouts. Question types include multiple choice, sliders, NPS and free text, "and more". Logic and branching guide respondents along different paths and, the company says, reduce fatigue.

The builder is not only about the form. The homepage describes personalization, where a survey pulls in details about the respondent, and keeping data updated by piping NPS or CSAT scores back into systems such as a CRM. SmartSurvey's own blog adds an offline and kiosk mode for field research where no internet connection is available, and conditional email alerts that notify the right people the moment a flagged response arrives.

Analysis is a central part of the pitch. The homepage lists open-text analysis, sentiment analysis, dashboards and reports. AI insights spot themes and sentiment in open-text feedback "in seconds", dynamic dashboards show key metrics as responses come in, and reports can be filtered, scheduled, exported and shared securely across a team. The Growth plan is described in the company's blog as adding team features and thematic analysis.

Integration is handled in 2 ways. The homepage says you can connect your CRM, helpdesk or database via API or native integrations. The company's blog names Salesforce, HubSpot, Microsoft Dynamics, Power BI, Slack, Teams and Zapier "and more", and says a full REST API and webhooks are available for teams with specific requirements. The stated purpose is that survey data flows where a team already works, whether into dashboards, CRM updates on completion or follow-up automations.

The homepage organizes the product as 3 stages. First comes building, under the headline "Build surveys & forms people actually want to complete". Second is scaling, syncing and personalizing feedback "with no manual work", which covers the integrations and data piping above. Third is analysis, with trends, performance and shareable insights. The sign-up prompts repeat a short promise: "Easy to use • Cancel anytime • No credit card required".

The service goes further than software. A managed services offer has the SmartSurvey team build and deploy your surveys and dashboards when you need faster insight but lack time or resources: you provide the questions and they do the rest. It also describes technical support for integration, automation, alerts and exports, and mentions consumer panels. A related blog topic on its homepage is how public consultation platforms differ from public engagement platforms, which hints at the public-sector audience.

What the finished survey is like for the person answering: it is a conventional, branded survey or form, with logic that skips irrelevant questions. The conversational one-question-at-a-time style of some form tools is not what the pages describe.

The evidence from the pages

Pricing is in pounds. According to SmartSurvey's own blog, there is a free survey maker, "free forever" with no credit card required, plus premium plans named Advanced, Growth and Full Access. Advanced and Growth are annual subscriptions, and Full Access is bespoke to your needs. A separate blog comparison says Advanced starts at £70 per month billed annually and includes 30,000 responses per year with no overage charges, while Growth is £100 per user per month billed annually. It states a 14-day free trial is available on paid plans, and that a Student plan exists. Because these figures come from blog posts rather than a pricing table, confirm them on the Plans & Pricing page.

Security and hosting claims are the strongest part of the record. The homepage lists "ISO27001-certified, FSQS-accredited, UK-hosting, Government approved, 98/100 SecurityScorecard rating". The blog adds that all response data is stored and processed in the UK. Those are company claims.

The company also links a Security page and a System Status page from its navigation, which helps teams that have to document supplier checks, though the details sit behind those links. The homepage calls its pricing "Clear pricing, no surprises", with plans running from a first survey to enterprise-grade insights.

Support is also specific: the company says live chat, phone and email support are available on all plans, and quotes a 95% satisfaction rate and "super fast response times". Its blog describes support as live chat, email ticketing and phone.

The homepage carries a customer quote about presenting live insights at all levels of an organization. Its list of blog topics includes comparisons with Google Forms, Microsoft Forms and Typeform, which tells you who the company sees as its alternatives.

Who it suits and who it doesn't

SmartSurvey suits UK public bodies, universities, health organizations and companies that want survey data stored in the UK, a stated ISO27001 certification and human support by phone. It is a good match for CX and HR teams who care about the analysis layer: open-text themes, sentiment, scheduled reports and CRM sync. The homepage's survey-use list covers customer satisfaction, voice of the customer, CX, recruitment and training, so one account can serve a CX team and an HR team side by side. Public bodies running consultations will see their own work reflected in the blog post on public consultation versus public engagement platforms. Field researchers can use offline and kiosk collection, and organizations short on survey expertise can pay for managed services instead of building everything in-house.

It is less natural for someone who wants a design-first, conversational form or a general-purpose app builder. The pages describe surveys, feedback and reporting, not databases, workflow canvases or hosted apps. Cost matters as well: the figures above point to annual billing and per-user pricing on Growth, so a solo user with occasional forms may be better served by the free plan until the volume grows.