Culture Amp

Culture Amp turns its own engagement survey, HR system data and performance ratings into turnover risk. It reports that risk for groups of staff, never for named people. Groups under 25 people get less from it. It suits you if you run its survey and your HR system links to it. Its newer tool is a free trial until 30 April 2027. Its AI and data terms let it train its own AI on your de-identified data. Culture Amp sells by quote.

By Ashish Manchanda Published 10 Nov 2026 Last updated 10 Nov 2026

Culture Amp reports who may leave by group, and it builds on its survey

In one line

Culture Amp tells you which groups of employees may leave. It uses your engagement survey, HR system data and performance ratings. It does not name individuals, and its newest retention product is a free trial.

Buy it if

You run, or plan to run, an engagement survey with a question about intending to stay. You want turnover reports for groups of 25 or more people. You can supply employee start and end dates and your reporting lines.

Do not buy it if

You need a list of named people who may leave. Culture Amp reports risk for groups only. You need a fixed price for the newer retention product today. After the trial, its terms point to Culture Amp’s then-current pricing.

Price

Culture Amp sells by quote. The price depends on your number of employees, the product and the service tier, billed yearly. Retention Insights comes with an Engagement package. The newer product is a free trial until 30 April 2027.

It has two retention tools, and the newer one is a trial

Culture Amp sells two retention tools. Which one you get decides what you can do with the results. Retention Insights is the older tool, and every Engagement customer can open it. It puts HR system data and survey results on one page that updates daily. It points to the groups with the highest turnover. For groups of 25 or more people, it also gives their top motivators. It needs each person’s name, start date and end date. It works from the last three years of your data.

Multi-Signal Intelligence, or MSI, is the newer tool. It adds performance ratings and other people data to the survey. It gives three insights. Turnover Risk points to the groups more likely to see departures over the next 12 months. High-Performer Turnover Risk does the same for people whose latest rating falls in the high performance group. Survey Hotspot compares how groups answered a survey. More insights will come. Every insight comes with the drivers behind it and its sources.

An AI chat called Coach walks leaders through what is happening and what to do next. Coach can add a talking point to an existing 1-on-1 once the user approves the wording. It does not create action plans or goals in the platform. Coach also does not advise on formal HR steps such as performance improvement plans, disciplinary action, terminations or grievances.

MSI needs set-up work from you. Every insight needs at least one demographic field, and you can add up to 10 in settings. Turnover Risk needs employee data in Culture Amp, from an HR system link or an import. It reads intent to stay next to other signals, such as tenure and recent manager changes. Culture Amp recommends a closed survey with an intent to stay question. High-Performer Turnover Risk needs performance ratings mapped to Culture Amp’s standard performance groups. It uses each person’s most recent rating from a closed review cycle. A person with no rating does not count as a high performer.

The reports describe groups, and they are a prompt to look closer. The model calculates a risk score for each employee. Culture Amp reports risk at group level only, never as certainty about a named person. Culture Amp calls the Turnover Risk insight probabilistic and a prompt to investigate, not a verdict. Where a situation involves someone’s employment, Culture Amp tells you to involve your own legal or compliance team.

Our guide to people analytics covers how the rest of this market handles the same decision.

What each figure Culture Amp publishes actually counts

Culture Amp publishes figures about its data, its comparison scores and its statistics. These figures count volumes, group sizes and time windows. They do not tell you how well a turnover prediction works for your company. Ask Culture Amp for that.

Culture Amp reports over 1.6 billion questions answered. Its AI draws on 1.6 billion data points gathered over a decade. Culture Amp puts the data behind Retention Insights at over 1 billion data points. These are totals across Culture Amp as a whole. They are not a count of your own company’s data.

The figures that matter most when you read your own results are the benchmarks. A benchmark is a score from other companies that you set your own results against. It tells you whether your engagement score is good or only normal. Culture Amp builds its benchmarks from real customer data, not from panels of people paid to take surveys. Its average response rate is well over 80%. An industry benchmark includes at least 20 companies and 20,000 people. That minimum tells you how many companies sit behind an industry score. New benchmark sets come out twice a year, in January and July. Under its terms, Culture Amp may use your data, in aggregated and de-identified form, to build them.

Culture Amp also tries to separate a real pattern from noise. Its Significant Turnover check uses a statistical test. It does not test groups of 25 or fewer people. Turnover and retention are calculated over 12 months. They appear only for groups with at least one employee active for the full year. The Retention Insights report is calculated nightly, so changes to employee data can take up to 24 hours to appear.

How it limits who sees what, and what it promises

Retention analytics touches some of the most sensitive data HR holds. How a product limits who sees what matters as much as what it predicts. Culture Amp handles several of these points carefully.

Reports describe groups, not named people

Culture Amp’s Multi-Signal Intelligence product, known as MSI, does not name individuals. It reports the risk of leaving at group level only. Its AI chat, Coach, cannot tell you which people in a group are likely to leave. An insight covers a group.

You can show each leader only their own part of the company

Retention data is sensitive, so who sees it matters as much as what it finds. MSI lets you narrow that. Only Account Administrators and people with an Insights role see MSI insights. The role comes at full or limited permission. Either can be restricted to a group of employees, such as one region or one department. A role can carry up to 10 rules of up to 100 values each. Each demographic field and the performance data also has a permission level. That level decides which Insights roles can use it.

Coach chats are private, and outside AI providers cannot train on your data

No one else can see someone’s AI Coach chats, including managers and admins. Neither Culture Amp nor ElevenLabs stores audio from voice chats or uses it for training. Third-party AI providers are contractually prohibited from using your data to train their models, and they process it only temporarily. Culture Amp uses Anthropic’s Claude as its primary model for coaching, and Google Gemini through Vertex AI for specific uses.

Its contract terms carry an outside rating and some specific promises

Culture Amp calls TermScout an independent third-party contract rating company. TermScout certified Culture Amp’s terms as Customer Favorable. It ranked them in the top 8 percent of vendor agreements. Culture Amp also makes some specific promises. It promises not to materially reduce the overall functionality of the service during your term. It promises to tell you about a security incident without undue delay and, where feasible, within 48 hours. Its liability for breach of the data processing contract is capped at five times the fees.

You can say where your people’s data sits and which certificates back it

If you are asked where employee data lives, Culture Amp has an answer. It hosts all production systems on AWS in US, EU and APAC regions. US data sits in Oregon with backups in Virginia. EU data sits in Ireland with backups in Frankfurt. Culture Amp maintains ISO/IEC 27001 certification and announced ISO 42001 certification on 22 October 2025. It is a CSA STAR Level 1 member. Customer data is encrypted in transit and at rest. Independent penetration tests run at least once a year.

It suits you if you run its survey and your HR system links to it

Culture Amp suits you if three things are true. You run its survey, your HR system links to it, and your teams are large enough to report on. This section covers the first two. The section on limits covers team size.

Start with the survey. MSI needs an engagement survey with an Intent to Stay question. It also needs a validated hierarchy of reporting lines, and employee start and end dates. An HR system link helps but is not required. Engage alone gives group-level retention insight, and adding Perform sharpens it. To use MSI you need any package with Engagement and AI Coach switched on.

Next, check your HR system. Culture Amp has native links to BambooHR, Namely, Personio, Workday, Gusto, HiBob, Dayforce, Paylocity and Elmo. Its API links cover ADP Workforce Now, Deel, Justworks, Paychex, Paycor, SageHR and SAP SuccessFactors. They also cover TriNet, UKG Pro, UKG Ready, Employment Hero, PeopleHR, IntelliHR and Humaans. SFTP, a secure file transfer, is a partial import option for an unsupported system. Merge API, Inc. connects Culture Amp to HR systems where it has no native link. Reporting lines update daily with a link. The Workday, ADP and BambooHR links run one way, and changes made in Culture Amp do not sync back. Setting up a native link may need help from your HR system admin or IT team.

The Retention Insights report has a shorter list. Its automatic sync covers Personio, Elmo, Namely, HiBob, BambooHR, Paylocity, Workday, Gusto and Dayforce. If you run another system, ask how data reaches that report.

If you use your own AI tool or data warehouse, Culture Amp has two routes. The first is the API, which is included in your subscription at no extra cost. It can send employee and performance data to a database, data warehouse or data lake. One example is an automated daily pull. The second is a connection to your own AI tool through MCP. MCP is a standard way to link AI assistants such as Claude or ChatGPT to other software. Culture Amp has tested it with Claude and ChatGPT. It gives read-only access to engagement scores, participation, comparison figures and performance feedback, and read and write access to 1-on-1s. It runs on your existing Culture Amp permissions. There is no extra cost today. Culture Amp evaluates access for each organisation, and registering does not guarantee activation. An account administrator can switch it off for the whole organisation.

A trial, small-group limits and AI terms to read before you sign

The limits that matter most to a Head of HR sit in three places. The newer product is a trial. Small groups get less from the reports. The AI and data terms give Culture Amp wide rights. Read each card before you sign.

The newer product is a trial that ends on 30 April 2027

MSI is a limited free trial for selected accounts. Its planned end date is 30 April 2027, and it does not turn into a paid plan on its own. When the trial ends, MSI features are unavailable and your AI Coach chat history stays. Under its terms, Culture Amp may modify, suspend or withdraw early access and beta features at any time. Culture Amp puts MSI in early access, and some of Coach’s behaviour may change. After a free trial, continued use needs a subscription at Culture Amp’s then-current pricing, unless you agree otherwise in writing.

Groups under 25 people get less from the reports

Small groups matter because many decisions about people are made team by team. Retention Insights still points to high-turnover groups. It gives top motivators only for groups of 25 or more employees. MSI surfaces a turnover hotspot only if the group has at least 25 employees. High-Performer Turnover Risk hotspots need at least 25 high performers. Someone whose role is limited to one group sees turnover insights only if that group has 100 or more employees. The standard Age and Tenure fields cannot filter Turnover Risk. If many of your teams are small, test the reports on your own data before you sign.

The older Retention Insights role gives company-wide access

Decide who gets this role before you switch it on. Users with the Retention Insights role can open retention information company-wide. Culture Amp gives them no less access than an admin. The group limits you can set on an MSI Insights role are a separate control.

Taking the results out is limited

If you want the results in your own reports or data warehouse, check what can leave the product. The Retention Insights overview cannot currently be exported. Culture Amp’s API pulls data out only, and a developer on your team must set it up. The Reporting API reaches only surveys with raw data turned on, and it does not anonymise survey data. API credentials control access for the whole account. They cannot be limited to a division or a team.

Its AI pages answer two ways on personal details, and data may cross borders

Survey comments can hold personal details, so ask what the AI providers receive. Culture Amp’s AI page reports that personally identifiable information is de-identified and safeguarded. Its approach-to-AI FAQ reports that text is passed to AI models as written, without redaction of personal details. Ask which applies to the comments in your survey. Culture Amp aims to process data in the region you choose, which is Australia, the EU or the US. Some data may travel internationally for transient processing. The storage location for Anthropic, its AI provider, is the USA.

Its AI opt-out has two answers

Culture Amp’s AI approach page answers “No” to whether customers can opt out of its AI features. The same page lets AI be switched on, switched off or adjusted by product, account or survey. Comment Topics and Sentiment Classification are the exceptions, because they cannot be switched off. Under the AI addendum, the same two exceptions apply. AI Coach is on by default, and admins can limit it to pilot groups or switch it off. Ask which features you can switch off, and get the list in writing.

Your de-identified data can train Culture Amp’s own AI

Under the data processing addendum, you agree that Culture Amp may process personal data for “Training Purposes”. That means using the data in aggregated or de-identified form. The aim is to develop, train, improve, tune or validate AI systems run by or for Culture Amp. Culture Amp may also develop its own AI models in future using de-identified or aggregated customer data. There is no enterprise option to exclude data. It keeps de-identified data in the platform to monitor and improve AI Coach.

Decisions about people stay with you

Culture Amp prohibits using its AI to automate decisions with legal or employment consequences without appropriate human review. AI outputs are based on probabilities, and you are responsible for decisions made with them. Culture Amp’s AI systems are not intended for some purposes set out in the EU AI Act. Those include decisions affecting employment terms, such as promotion, termination or task allocation. They also include monitoring or evaluating employee performance. Use the reports to start a conversation about a group, not to decide about a person.

Its security audit level has two answers

In its pricing FAQ, Culture Amp reports that it recently acquired SOC 2 Type I certification. In its technical and organisational measures, it maintains a current SOC 2 Type II attestation report. Its enterprise page also gives Type II. Ask for the current report and its date.

Culture Amp’s recent history matters if you sign for several years. It tells you what to ask about the roadmap. In April 2023 its CEO told staff the company would say goodbye to roughly 9 percent of the team. Caroline Rawlinson became CEO on 13 January 2026, and founder Didier Elzinga became Executive Chairman. In March 2024 it announced plans to acquire the people analytics company Orgnostic. It said its People Analytics product would be available in the second half of 2024. Culture Amp now uses the name People Analytics for a help collection about Retention Insights. It also uses the name for a feature that needs employee start and end dates. A USD 82 million Series E round brought its total funding to over USD 158 million. A USD 100 million Series F round on 29 July 2021 gave it a valuation of over USD 1.5 billion. Ask where the People Analytics product promised in 2024 stands before you rely on the roadmap.

You get a quote, a yearly renewal and 30 days to export

Culture Amp quotes a price on request, so you cannot budget from a price list. This section covers what it does publish and what the contract commits you to. It also gives contract values that some UK public buyers published.

Culture Amp sells by quote. The price depends on your number of employees, the product and the service tier, billed annually. It sorts customers into under 200 employees, 200 to 999, and 1,000 or more. The 200 to 999 group gets added services, including a one-on-one customer success partnership and expert project management with implementation. Enterprise tier services include a results call with a People Scientist and a pre-launch review. Every customer has 24/5 chat and email support and on-demand training. Every plan includes single sign-on, encryption, HR system links, and Slack and Microsoft Teams links.

People Science Consulting is an add-on to Engage and Perform, sold by quote. It offers HR expertise, I/O (industrial and organisational) psychology and analytics guided by experts. Off-platform predictive analytics is among the People Science Plus services.

Some UK public bodies publish the value of their contracts with Culture Amp. They show the scale of past deals, not a price you can expect. The notices give a total value and a term, not a price per employee. The values run from £13,800 to £1,000,000. The low end is UKRI’s continuous staff survey contract, which ran from 1 November 2024 to 30 November 2025. The high end is the BBC’s staff survey and engagement platform. That runs from 1 April 2022 to 31 March 2027. In between sit three contracts of about three years each. British Transport Police’s is £124,950. Satellite Applications Catapult’s is £82,320. The Construction Industry Training Board’s is £340,000. Treat these as a range, and get your own quote.

Signing commits you to a yearly cycle that is easy to miss. The contract renews for successive 12-month periods. Either side can stop this with written notice at least 90 days before the term ends. Fees follow the number of users in the pricing tier on your service order. If you exceed the tier, Culture Amp may charge extra fees pro rata or at the higher tier. It invoices in advance, and payment is due within 30 days unless the service order provides otherwise. Each side’s liability is limited to the fees paid or payable in the 12 months before the event. Say you end the contract for Culture Amp’s material breach or insolvency. Then it refunds prepaid fees for the period after termination. The terms allow the same refund in one more case, when you end affected services. Ask which cases that covers.

For 30 days after the contract ends, you can export your data using the product’s own functions. After that, Culture Amp may delete your data under the data processing addendum. It will delete it when you ask in writing. It may give reasonable help with the move in those 30 days. Further help needs a separate agreement and fees. The addendum also lets you ask for an export of personal data without undue delay. This covers data within Culture Amp’s immediate possession or control.

You get a non-exclusive, perpetual licence for your business purposes. It covers the reports, dashboards, insights and predictions made for you. You may not sell or license them to third parties as a standalone product. Culture Amp may also name you and use your logo in its promotion. This lasts until you tell it in writing that you do not permit it.

You could also get these reports and answers from agents built on your own systems. We have mapped what that looks like. The HR Agent Map

Ten questions for the sales call

Which products does our quote cover, and at which service tier? Good answer: Each product, its tier and the employee count behind the price, written in the order form.
What will MSI cost after 30 April 2027, and will you put that price in our order form now? Good answer: A figure, or a cap on the price, in writing before the trial ends.
Does the Retention Insights report sync automatically with our HR system? Good answer: Yes by system name, or a named import method and how fast changes appear.
For our teams under 25 people, what will each report show? Good answer: A worked example on our own employee file before we sign.
Which AI features can we switch off for our account, and does that stop use of our data for training? Good answer: A written list of features we can switch off, and a clear answer on training.
Which security report do you hold today, SOC 2 Type I or Type II, and will you send it? Good answer: The current report, with its date, before we sign.
Is personal information removed before our survey comments reach your AI providers, and where does each provider store them? Good answer: A clear yes or no, and a named country for each provider that matches our chosen region.
When a salesperson uses the name “People Analytics”, which product do they mean? Good answer: A named product, with its price and what comes in the quote.
How do we take our results and data out when the contract ends? Good answer: A file format and a time window written into the contract. The window is longer than the standard 30 days if we need it.
Besides material breach or insolvency, when do we get prepaid fees back if we end the contract or affected services? Good answer: A written list of those cases in the order form.

Alternatives to Culture Amp

The alternatives to Culture Amp are Lattice, Leapsome, Qualtrics, Visier and One Model. You can also build on your own data warehouse, or buy nothing new.

Lattice and Leapsome follow the same route as Culture Amp. Both build their analytics on survey, performance and talent data from the same vendor. Lattice brings performance, engagement and talent data into one analytics experience, and its Engagement product runs pulse surveys. Leapsome connects HR system, performance, engagement, goals, learning and compensation data in one platform. Its turnover model uses several engagement factors and sorts teams from highest to lowest expected turnover. Leapsome publishes a price for Engagement Surveys of €4 per employee per month.

Qualtrics lets you build the link between survey and outside data yourself. Its Employee Journey Analytics project can combine up to 10 existing projects into one dataset. Its Drivers of Attrition journey links survey results to exit data to study attrition. It needs an Engagement project and one project with exit data. A CSV file can create that second project.

Visier and One Model start from your HR systems, not from a survey. Visier maps the systems you run into one workforce model, in the part of its product it calls Workforce Insights. One Model’s Data Mesh connects, governs and structures workforce data for analytics, reporting and AI. Pick one of these if survey results are only one input among many.

If you have a data team, Culture Amp’s own API can feed your data warehouse. It is included in the subscription at no extra cost, and it pulls data out only. You would build the analysis yourself. Our people analytics guide covers that choice, and our comparison of 33 researched products puts them side by side.

You may also need nothing new. If you already pay for an Engagement package, Retention Insights is open to you today. MSI is a free trial for selected accounts until 30 April 2027. Try both on your own data first, then decide whether you need a separate analytics product.

More in this guide

The People analytics guide
Compare the 33 researched products what each brings together, what its AI does, what it costs and the contract terms.
Mid-market companies which people analytics products suit 200 to 2,000 people, what they cost and what to ask.
Enterprise companies which people analytics products suit 2,000 people or more, what they cost, how contracts run and what to ask.
Companies whose HR system has analytics what the analytics in your HR system covers, what it costs and when to buy something separate.
Companies using their own AI tool or data warehouse how each product lets your own AI tool or data warehouse use the data, what it costs and what to check.