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The RepTrak Company

The RepTrak Company

The RepTrak Company, formerly the Reputation Institute, is a Boston-based data-driven reputation analysis company founded in 1997 by Cees van Riel, Dr. Charles Fombrun, Kasper Ulf Nielsen and Nicolas Georges Trad.

The RepTrak Company, formerly the Reputation Institute, provides reputation intelligence, including yearly reputation reports on global companies, and a platform for data-driven insights on Reputation, Brand and environmental, social and corporate governance (ESG). The RepTrak company has been using their algorithm's and data to measure the reputation of companies since 1997. They work with the New York Stock Exchange (NYSE) and provide reputation and ESG scores for NYSE-listed companies.

The RepTrak Company owns the world's largest reputation benchmarking database comprised of over 1 million company ratings per year and used by Global 2000 CEOs, boards, and executives.

RepTrak Platform

The RepTrak Platform is a cloud-based business intelligence and support software. Through the software, users gain access to RepTrak's artificial intelligence and algorithm used to measure company reputation globally. This RepTrak model measures and analyzes the sentiment towards companies using data science and machine learning techniques. The company claims that clients can use its predictive insights to protect business value, improve return on investment, and increase its positive impact on society.


Established as the Reputation Institute in 1997 by Cees Van Riel, Dr. Charles Fombrun, Kasper Ulf Nielsen and Nicolas Georges Trad, the idea for the RepTrak Company's began in Charles Fombrun's book Reputation: Realizing Value From the Corporate Image. Charles Fombrun also began publishing Corporate Reputation Review which was an academic journal focused studying and listing corporations reputations.

The Reputation Institute developed the Reputation Quotient in 1999. In 2005, the Reputation Quotient was replaced by the RepTrak model.


In 2018, The RepTrak Company appointed Kylie Wright-Ford to CEO and David Stack to CFO. This was considered a move towards growth on the point of The RepTrak Company. These appointments followed the launch of the RepTrak Analyzer, a part of the RepTrak platform and expansion into the Asia-Pacific market.

Part of this move towards growth included the 2019 acquisition of Cormex Research. Cormex Research offered a social media and traditional media measurement and analysis solution that RepTrak integrated into their Media RepTrak reputation analytics platform.

RepTrak Rebrand

In 2020, the Reputation Institute rebranded to The RepTrak Company as part of their move beyond reputation measurement. The same year saw The RepTrak Company named to the Inc. 5000 list of the world's fastest growing companies.


September 9, 2020
The RepTrak Company released data that demonstrates the link between company reputation, ESG scores and business performance.
May 29, 2020
RepTrak acquires Cormex Research - a provider of media measurement and analysis solutions for corporations.
April 14, 2020
The RepTrak Company announced the appointment of Mark Sonders as chief revenue officer.
April 9, 2020
Reputation Institute launches the Media RepTrak, part of their RepTrak Business Intelligence System, which uses machine learning and artificial intelligence to provide companies with predictive reputation data insights.
April 6, 2020
The Reputation Institute announced its new name and rebrand to The RepTrak Company.
July 25, 2019
Reputation Institute launches employer RepTrak, an HR solution for measuring reputation of companies as employers
May 15, 2019
Reputation Institute appoints Mark Haseltine as the company's chief product and technology officer.
September 13, 2018
RepTrak appoints David Stack as CFO.
June 11, 2018
Reputation Institute appoints Kylie Wright-Ford as CEO.

Funding rounds


Further Resources


Global leader in reputation rebrands as The RepTrak Company | Catalyst Investors


April 6, 2020

Introducing The RepTrak Company

The RepTrak Company


April 6, 2020

The RepTrak Company Links Reputation and ESG to Business Performance for New York Stock Exchange-Listed Companies

Business Wire


September 9, 2020


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