March 12, 2013, 11:13 AM

Consumer feedback provider OpinionLab raises $15 million

The vendor serves such clients as Wal-Mart and Toys ‘R’ Us.

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Consumer feedback firm OpinionLab Inc. has raised $15 million in capital from SSM Partners. The 14-year-old OpinionLab said today it would use the funding for global expansion and innovation. 

OpinionLab says it serves such clients at Wal-Mart Stores Inc., No. 4 in the Internet Retailer Top 500 Guide, Toys ‘R’ Us Inc. (29) and PetSmart Inc. (315). Its technology enables users on web sites, via a plus-and-minus sign that often seems to float along the bottom of the page, to provide feedback. Its technology also works using mobile devices.

"As we continue to grow our business, we remain laser focused on delivering our clients the insight they need to monitor and optimize an increasingly complex customer experience,” says said Mark Treschl, co-founder and president of OpinionLab. “SSM Partners has a history of backing innovative technology companies, and their partnership will be critical in driving our next phase of growth."

Vista Point Advisors served as financial advisor to OpinionLab in the funding round.

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