Timeline How Survey Monkey rebranded as Momentive

TIMELINE

How Survey Monkey rebranded as Momentive

In June last year, the iconic SurveyMonkey, a brand familiar to millions around the world, chose to relaunch itself as Momentive.

Founded by Ryan Finley and Chris Finley, the company also counts Serena Williams and Sheryl Sandberg on it’s board of directors.

Here, we look at the evolution of the brand over time..

2009

1999

SurveyMonkey swings in Started in Madison, Wisconsin, Ryan Finlay developed the business on a shoestring budget and no marketing budget. 2004 would see a move to Portland Oregon, where interest in this powerful but simplistic looking website grew. Some in the media would begin to ridicule the name, despite the usefulness of its tool.

Momentum building FinleySpectrum Equity and Bain Capital acquired a majority interest in the company in 2009, providing a massive boost. This same year, the ex-husband of Sheryl Sandberg, Dave Goldberg, would join as the new CEO of SurveyMonkey — providing a visionary new leader with serious ambitions.

October 2021

2016 -2018

From B2C to B2B Zander Lurie becomes CEO in 2016, a business guru renowned for growing unicorns. The company became a member of Forbes Cloud 100 list and in 2018, based on demand from its own customers and the rise of the feedback economy, the business shifted its focus towards the enterprise. As of 2022, it would count 9,000 enterprise customers including Allbirds, Carrefour, IBM, and Intuit.

June 2021

Launch of new brand

SurveyMonkey becomes Momentive, a leader in agile experience management. SurveyMonkey will still exist as the survey’s product brand. Designed to elevate the overarching enterprise story, Momentive is a market research solution that helps “reshape and reimagine your customer experience, your product, your industry, and maybe, our world.”

Zendesk acquire Momentive for USD $4.13 bn

Commenting on the acquisition, Mikkel Svane, CEO & Founder of Zendesk said: “The SurveyMonkey brand is iconic and we’ve admired their business from afar since the inception of Zendesk. They truly democratised an industry— almost everyone in the world has responded to one of their surveys at some point.”