Alida (formerly Vision Critical) is a software company that provides enterprise feedback management solutions. The company was founded in 2000 by Andrew Reid and is headquartered in Vancouver, British Columbia. Alida's software allows companies to collect and analyze customer feedback in real-time, helping them to make data-driven decisions and improve customer satisfaction. The company's clients include some of the world's largest brands, across a range of industries. Alida has a strong focus on innovation and has won numerous awards for its products and services.