Once on the cusp of unicorn status, Vision Critical recalibrates—and rebrands

Alida CEO Ross Wainwright. Alida

Market-research-software pioneer Vision Critical was nearly one of Canada’s first tech unicorns before internal governance issues and years of slow growth tarnished its image. Now, in a bid to recalibrate, the Toronto-based firm is changing its name—but its CEO says it’s still years away from a public offering.

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