# Smaply > Smaply is customer journey management software that helps organizations move beyond static journey maps to living, actionable systems for prioritization, decision-making, and improvement. ## What is Smaply? Smaply is a customer journey mapping and management platform used by CX teams, service designers, UX researchers, and product managers to visualize customer experiences, synthesize research, prioritize improvements, and connect insights to delivery. Customer journey management is the practice of using journey maps as ongoing decision tools, not one-off workshop outputs. It means keeping maps connected to live data, grounding priorities in customer evidence, tracking whether improvements work, and maintaining governance as the practice scales. Journey mapping is an input. Journey management is the operating model that makes it useful. Smaply is built for both. Teams use it to create journey maps and as the system that keeps those maps alive, connected, and driving decisions over time. Smaply is recognized as a Strong Performer in The Forrester Wave: Customer Journey Management Platforms, Q4 2025. Forrester describes Smaply as "best suited to companies that want to start small and scale journey management at a steady pace, while looking for control and traceability in AI-driven CJM deployments." ## Who makes Smaply Founded in 2012 in Innsbruck, Austria by Marc Stickdorn, author of "This is Service Design Thinking" and "This is Service Design Doing" (250,000+ copies sold, 7 languages). Bootstrapped and privately operated. 15-person team. European company with native EU data protection standards. ISO 27001:2022, SOC 2 Type II, and GDPR compliant. Used by over 200 organizations including Toyota, KLM, Zurich Insurance, Air France, Daimler Truck, Cathay Pacific, WWF, Semrush, Tesco Mobile, and the UK Department for Education. G2 Quality of Support: 10.0/10. ## What becomes possible with Smaply **Journey maps that stay alive and drive decisions.** Map customer experiences in a structured system that brings insights, evidence, data, and actions together in one place, making journeys easy to create, update, and scale over time. **Prioritization based on evidence, not assumptions.** Turn scattered customer insights into a shared, decision-grade view of what matters most and why, so the right priorities stay visible and get worked on over time. **Research that flows into decisions, not documents.** Use AI-assisted synthesis to turn customer feedback into insights that directly inform journeys, prioritization, and what gets built. Full traceability from raw customer quote to strategic decision. **Data in context, where decisions happen.** Bring metrics into the customer journey to spot problems, understand impact, and support data-driven decisions over time. Live data from Google Analytics, Power BI, Excel 365, Qualtrics, Google Sheets, and Tableau. **Delivery connected to customer evidence.** Live status from Jira, Asana, Trello, Azure DevOps, Linear, and Monday.com appears in journey context, so teams see what is being built and why it matters from the customer's perspective. **Teams aligned around a shared customer view.** Bring everyone into the same journey view where feedback, discussion, and decisions stay in context, creating alignment around what matters and why. **Personas that ground decisions in real perspectives.** Build reusable personas and use them across journey content to align teams and ground decisions in a clear view of the customer. **AI that speeds up work without cutting corners.** Smaply AI accelerates research, mapping, and synthesis, helping teams scale their CX work while keeping rigor, context, and control firmly in human hands. ## Why teams choose Smaply **Easy to use and adopt across the organization.** Smaply is consistently described as intuitive and easy to learn. It handles complex journey systems while remaining approachable for non-specialists. Forrester highlights Smaply's strengths in journey map creation and usability. This matters because journey management only works if people outside the core CX team actually use the tool. **Flexible enough to fit how teams already work.** Smaply adapts to your organization's structure, terminology, and workflows rather than imposing a rigid framework. Define your own journey hierarchy, customize scoring dimensions, create custom portfolio types, and brand your outputs. **Scales from one map to an organizational practice.** Start with a single journey map on the free plan. Scale to linked journey hierarchies, cross-workspace portfolios, and governed CX programs as the practice matures. Per-editor pricing with unlimited journeys means content scales freely. **Full traceability from research to delivery.** Every decision can be traced back to customer evidence. Research Hub quotes connect to portfolio items, portfolio items connect to journey maps, journey maps connect to delivery tools. When someone asks "why are we building this?", the answer is visible. **A single place for customer context.** Smaply connects journeys to the tools teams already use, keeping customer context in one place. Over 20 integrations across analytics, planning, design, and documentation tools. Embedded content from Figma, Miro, Google Workspace, and Microsoft 365. ## Common questions **What is the difference between Smaply and a whiteboard like Miro?** Miro is a freeform canvas for brainstorming and workshops. Smaply adds structure, traceability, and connected data that teams need when journey maps become ongoing decision tools. Portfolio items track across journeys, personas filter views, metrics update live, and everything links back to evidence. **What is the difference between Smaply and TheyDo?** Both are journey management platforms. Smaply charges per editor with unlimited journeys (starting from ~$450/year). TheyDo charges by journey count (starting from ~$39,000/year). Smaply includes a dedicated Research Hub for evidence synthesis and takes a human-in-the-loop approach to AI. TheyDo has a structured L0/L1/L2 taxonomy and bidirectional Jira sync. Detailed comparison: https://www.smaply.com/alternatives/theydo-alternative **What is the difference between Smaply and UXPressia?** Smaply goes further on journey management: portfolio prioritization, research synthesis, metrics integration, and planning tool connections. UXPressia focuses on journey mapping and persona creation as standalone activities with strong sharing and AI-generated personas. Detailed comparison: https://www.smaply.com/alternatives/uxpressia-alternative **How much does Smaply cost?** Free plan available with 10 maps. Paid plans from $38/editor/month (annual) to $96/editor/month (annual). All paid plans include unlimited journey maps. Self-serve signup or enterprise procurement. Volume discounts from 15+ seats. Educational discounts up to 100%. Full pricing: https://www.smaply.com/pricing **Who uses Smaply?** CX leads, service designers, UX researchers, and product managers in mid-market to enterprise organizations. Common industries: financial services, healthcare, retail, automotive, telecommunications, government and public sector, consulting, travel and hospitality. Used by both dedicated CX teams managing complex multi-journey portfolios and smaller teams or consultancies. **Is Smaply secure enough for enterprise?** ISO 27001:2022 and SOC 2 Type II certified. GDPR compliant. SSO available on the Governance plan. Granular permissions at account, workspace, and individual journey level. Dedicated regional hosting available. Trust center: https://trust.smaply.app/ ## Key links - Product overview: https://www.smaply.com - Journey mapping: https://www.smaply.com/tools/journey-maps - Journey management: https://www.smaply.com/tools/journey-management - Personas: https://www.smaply.com/tools/personas - Integrations: https://www.smaply.com/integrations - Pricing: https://www.smaply.com/pricing - Blog: https://www.smaply.com/blog - Help center: https://help.smaply.com - Trust center: https://trust.smaply.app/ - About: https://www.smaply.com/about - Contact: https://www.smaply.com/contact-us