# RepTrak: what it sells, price and AI features

URL: https://www.newsprint.com/companies/reptrak/
Covers: 1997 to December 2025
Updated: 2026-11-12
License: CC BY 4.0, https://creativecommons.org/licenses/by/4.0/
Cite as: Newsprint, "RepTrak: what it sells, price and AI features", https://www.newsprint.com/companies/reptrak/, updated 2026-11-12

> RepTrak is on 2 Newsprint research maps: the PR software map and the AI visibility map. We record 5 dated launches and events for it. The latest is dated December 2025.

"Reputation is a Measurable and Manageable Asset." A reputation intelligence company, formerly the Reputation Institute, that surveys real stakeholders in 60+ countries and sells the results as Reputation, Brand and ESG scores with industry benchmarks. Its Compass platform adds dashboards, reports and 'Purposeful AI' diagnostics, AI as a Stakeholder scores how ChatGPT, Gemini and other AI platforms portray a company, and an Advisory team of 75+ experts interprets the data. It is survey-based and not media monitoring or social listening. Source: [reptrak.com](https://www.reptrak.com/).

## Facts

- Site: [reptrak.com](https://www.reptrak.com/)
- Founded: [1997](https://www.newsprint.com/research/pr-software/#co-reptrak)
- Category: Measurement and reporting
- Status: Active
- Price: not published; sales-led ('Book a demo', 'Contact sales'); sold as a subscription 'RepTrak Program' with advisory services

## On the research maps

### [The PR software map](https://www.newsprint.com/research/pr-software/#co-reptrak)

"Reputation is a Measurable and Manageable Asset." A reputation intelligence company, formerly the Reputation Institute, that surveys real stakeholders in 60+ countries and sells the results as Reputation, Brand and ESG scores with industry benchmarks. Its Compass platform adds dashboards, reports and 'Purposeful AI' diagnostics, AI as a Stakeholder scores how ChatGPT, Gemini and other AI platforms portray a company, and an Advisory team of 75+ experts interprets the data. It is survey-based and not media monitoring or social listening. Source: [reptrak.com](https://www.reptrak.com/).

- Category: Measurement and reporting
- Price: not published; sales-led ('Book a demo', 'Contact sales'); sold as a subscription 'RepTrak Program' with advisory services
- Covers: Discover and Measure
- Scale: Funded challenger: institutional funding disclosed (founded in 1997 according to the 2020 rebrand release, while the current About page instead says 'Established in 2004'; '6K+ Companies Measured', '60+ Countries' and over 1 million company ratings per year (vendor), which are measurement counts rather than customer counts; majority recapitalization by Periscope Equity on 2024-11-19; revenue not disclosed)
- Founded: 1997

Sources: [reptrak.com](https://www.reptrak.com/) and [10 more on the map](https://www.newsprint.com/research/pr-software/#co-reptrak).

### [The AI visibility map](https://www.newsprint.com/research/ai-visibility/#co-reptrak)

Sells large organizations reputation data and advisory, including AI as a Stakeholder analysis of how AI platforms portray a company. Source: [reptrak.com](https://www.reptrak.com/ai-as-a-stakeholder/).

- Category: PR and monitoring
- Capabilities: Tracks answers, Cited sources (partial) and Content (partial)
- Founded: 1997

Sources: [reptrak.com](https://www.reptrak.com/ai-as-a-stakeholder/) and [reptrak.com](https://www.reptrak.com/ai-as-a-stakeholder).

## Launches and dated events, newest first

### Compass with Purposeful AI and AI as a Stakeholder

Product launch, December 2025. Compass unifies global survey data and behavioral signals with AI-powered diagnostics, and includes an AI as a Stakeholder diagnostic that shows how AI-driven narratives affect reputation.

Source: [RepTrak newsroom](https://www.reptrak.com/news/reptrak-launches-compass/). From [the launch record](https://www.newsprint.com/launches/).

### Periscope Equity acquires RepTrak

Acquisition, Nov. 19, 2024. The RepTrak Company announces a majority recapitalization by Periscope Equity, a Chicago-based private equity firm; the release's headline and URL call it an acquisition.

Source: [RepTrak](https://www.reptrak.com/news/acquisition-periscope-equity/). From [the launch record](https://www.newsprint.com/launches/).

### RepTrak for Industry

Product launch, Oct. 25, 2024. Industry-specific reports and expert advisers across 30+ industries in 60 countries, added to the RepTrak platform.

Source: [RepTrak newsroom](https://www.reptrak.com/news/reptrak-launches-reptrak-for-industry/). From [the launch record](https://www.newsprint.com/launches/).

### Reputation Institute rebrands as The RepTrak Company

Rebrand, April 6, 2020. The company, formerly the Reputation Institute, announces a new name, logo, website and domain (reptrak.com).

Source: [RepTrak](https://www.reptrak.com/news/global-leader-in-reputation-rebrands-as-the-reptrak-company/). From [the launch record](https://www.newsprint.com/launches/).

### Reputation Institute founded

Founded, 1997. RepTrak's 2020 rebrand release says the company, then called the Reputation Institute, was founded in 1997 and had its global headquarters in Boston.

Source: [RepTrak](https://www.reptrak.com/news/global-leader-in-reputation-rebrands-as-the-reptrak-company/). From [the launch record](https://www.newsprint.com/launches/).

## Methodology and corrections

How we track launches, and how to report an error: https://www.newsprint.com/updates/pr-software/#methodology