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Wellhub is a corporate wellness platform that connects employees to the best fitness and wellness partners for a wide range of well-being services, all in one subscription designed to cost less than each individual partner. Their mission is to make every company a wellness company.
User feedback is essential for guiding strategic decisions, from the features Wellhub’s product team prioritizes to the messaging that convinces first-time gym visitors to give fitness a try.
Survicate, the customer feedback platform, is part of this giant feedback loop. Thanks to Bruna Maia, the Global UX Research Lead, the company moved from collecting basic NPS to creating a robust engine for user insights.
About Wellhub
Wellhub operates in multiple countries and serves three main user segments:
- Fitness partners
These can be small yoga studios or large gym chains. They use Wellhub’s partner portal to manage content, gym visitors, schedules, and more. - Client enterprises (HR / Benefits teams)
Companies that partner with Wellhub as a benefit for their employees use a dedicated portal to track enrollment, usage, as part of the overall employee well-being. - End users (employees)
The heart of Wellhub’s mission: employees who access the Wellhub app to check in on partner networks, schedule classes, track visits, and engage with various well-being offers.
As the company expanded internationally, its product team centralized—meaning everyone, from product managers to designers, needed fast, reliable feedback from this broad user base.
That’s where Bruna’s UX Research team stepped in.
Early Survicate use
Originally, Wellhub’s Marketing team had acquired Survicate for the NPS program—periodically checking how likely users (partners, clients, and employees) were to recommend the service. However, there were:
- No centralized approach to surveying different user groups.
- Minimal interception of users in their moment of need.
- Limited capacity for the deeper insights that product and leadership teams increasingly demanded.
In 2018, Bruna joined Wellhub specifically to build a global UX Research team. She quickly discovered Survicate’s broader capabilities:
“When I joined, Marketing told me, ‘We have Survicate—go ahead and use it.’ Initially, it was just for NPS, but I realized we could do so much more. We began intercepting users at different touchpoints, running exploratory surveys, and making real-time adjustments.”
Bruna took ownership of Survicate under the UX Research umbrella and gradually introduced new functionalities and methodologies for data collection.
Why Survicate
Wellhub uses Survicate as a strategic asset that supports UX research, product development, and data-driven decision-making.
Its ability to capture insights quickly, analyze open-ended feedback with AI, and integrate with other tools makes it a core part of Wellhub's strategy for improving user experience across multiple markets and user types.
With Survicate allows for:
- Fast and scalable user feedback collection
- Flexibility in survey distribution
- Link surveys: Used most frequently, as Wellhub collects exploratory feedback via email and push notifications, making them ideal for longer, in-depth research.
- In-product surveys: Embedded in the partner and company portals, providing real-time feedback on workflows and specific features.
- Centralized UX Research and governance
- AI-driven insights for faster analysis
- Strong cost-benefit ratio and longevity
- Integration capabilities
- Salesforce: Previously used to sync NPS scores directly into account dashboards.
- Braze: Currently used for distributing surveys via push notifications and email.
How Wellhub uses Survicate
UX research report in under a week
When a Wellhub Product Manager urgently needed to understand what first-time gym visitors worried about to present solutions to the Senior Product Leadership, Bruna turned to Survicate for fast, data-driven insights. She designed a concise four-question survey and emailed it to a segment of first-time users, aiming to uncover their biggest concerns.
The response was overwhelming—2,000+ open-ended replies in just 1.5 days. Survicate’s AI-powered Insights Hub quickly identified recurring themes:
- users wanted clarity on what to bring,
- how to check in,
- and how crowded the gym would be.
In under a week, the team presented a report to leadership, shaping the UX to ease first-visit anxiety.
Keeping the core metrics under control: CSAT, CES, NPS
Wellhub relies on Survicate to measure and analyze key product satisfaction metrics: CSAT (Customer Satisfaction Score), CES (Customer Effort Score), and NPS (Net Promoter Score).
These metrics provide valuable insights into user experience, feature usability, and customer loyalty across Wellhub’s diverse user base such as fitness partners, HR clients, employees, and internal teams.
Each of these metrics plays a distinct role in shaping Wellhub’s product strategy:
CSAT: Measuring Overall Product Satisfaction
CSAT is a broad indicator of user satisfaction, helping Wellhub track how users feel about specific products or experiences within the platform. The UX Research team manages CSAT along with product designers, ensuring it aligns with product goals and OKRs.
“CSAT helps us collect a general satisfaction score for different scopes—like the company portal. It’s a broader metric we track over time.”
- Bruna Maia, Director of User Experience at Wellhub
How Wellhub uses CSAT:
- Tracks satisfaction with key products, such as the company portal and plan purchase experience.
- Evaluates user experience with specific workflows, helping to refine interactions.
- Informs quarterly and semi-annual product decisions, ensuring improvements match
Survey distribution:
- Web Surveys: Deployed on partner and company portals to collect immediate feedback.
- Email Surveys: Often embedded in larger exploratory studies to gather deeper insights.
CES: Evaluating feature usability and effort
“We use Customer Effort Score a lot—it’s a key UX metric for us. It helps measure how hard or easy it is for users to complete a specific task within the product.”
- Bruna Maia, Director of User Experience at Wellhub
Customer Effort Score (CES) helps Wellhub measure how easy or difficult it is for users to complete specific tasks within the product. It is critical for assessing new features and identifying usability issues.
“Whenever we launch a new feature, we often include a CES survey to check if users find it intuitive. If scores are low, we know we need to make adjustments.”
- Bruna Maia, Director of User Experience at Wellhub
How Wellhub uses CES:
- Deployed when launching new features to gauge ease of use.
- Used for ongoing usability monitoring on essential workflows.
- Helps identify friction points that may impact product adoption and retention.
Survey distribution:
- Always-on surveys for critical features, ensuring continuous improvement.
- Ad hoc surveys deployed after major updates or feature releases.
NPS: Tracking loyalty and retention
Net Promoter Score (NPS) is an essential metric for measuring user loyalty and predicting long-term retention. In the past, Wellhub tracked NPS across multiple user segments:
- Fitness partners (gym/studio owners)
- HR clients (enterprise buyers)
- End users (employees using the platform)
How Wellhub Used to track NPS:
- Compares sentiment across user groups to see how different audiences perceive Wellhub.
- Used to track long-term loyalty trends for both B2B and B2C users.
- Combines quantitative scores with qualitative responses to identify reasons behind promoters and detractors.
Survey distribution:
- Email Surveys: The primary channel, reaching all user groups.
- Integrated with Intercom: Allowed account managers to see real-time satisfaction scores for enterprise clients.
Distribution strategy
Wellhub uses various distribution channels depending on the goal of the survey and the target audience.
- Braze as a distribution tool for email campaigns with Survicate’s link-based surveys.
- Web surveys for shorter, in-product feedback.
- Push notifications linking to surveys if a user flow might benefit from immediate input.
The UX Research team manages a master spreadsheet of active surveys to avoid bombarding users with surveys. Survicate’s feature to not display a second survey if the user has already seen one further helps.
“Everyone wants to survey users all the time—which is a great problem to have, but we have to prevent over-surveying. Survicate helps us schedule carefully and set guardrails.”
- Bruna Maia, Director of User Experience at Wellhub
This structured approach ensures Wellhub remains user-centric without risking “survey fatigue.”
Survicate as a strategic growth tool
Survicate has become an integral part of Wellhub’s research and product development strategy, delivering:
✔ Faster, data-driven decision-making, allowing the company to act on insights in days rather than weeks.
✔ Improved research governance, ensuring surveys are structured, strategic, and aligned across teams.
✔ AI-powered efficiency, turning qualitative feedback into clear, actionable insights.
✔ Optimized customer experience, leveraging CSAT, CES, and NPS to improve satisfaction and retention.
Through Survicate, Wellhub has transformed user feedback into a competitive advantage, making real-time insights a core pillar of product innovation and business growth.
Interested in following suit?
If your organization needs a scalable, flexible, and AI-equipped customer feedback tool to power UX Research and business decisions, Survicate might be the perfect fit—just as it’s been for Wellhub.
Try Survicate for free during our 10-day trial, or book a demo and head directly to our Sales team.
