The year has drawn to a close, so it feels like the right moment to pause, review, and look ahead. Not just at what we delivered, but at what we learned - and how that has an impact on what comes next.
In 2025 we celebrated TrackBack’s 20th birthday, during which we reflected on how far the business has come - and how much the industry has changed since we started. It was also our busiest and most important year yet.
Big rollouts, done properly
This year, we went live with Volkswagen Passenger Cars, Volkswagen Commercial Vehicles and Skoda - as well as Nissan Germany. This adds some really exciting car brands to our growing footprint.
We also completed our largest rollout ever, launching TrackBack with Harley-Davidson Europe across 20 markets. Rolling out at that kind of scale brings pressure, complexity, and risk - but it also shows what’s possible when planning, testing, and teamwork come together.
And we rounded off the year by going live with Volvo, BYD, Lexus and Toyota in Belgium and Luxembourg in December.
Growing trust across more brands
We welcomed a record number of new brands as clients this year, who have quickly moved into using data with confidence. They can now base their decisions upon the insight TrackBack offers.
This isn't just about new business though. We’ve continued to develop and enhance our relationships with existing clients, listening carefully and making sure their priorities continue to shape what we do.
Scan continues to prove its value
In the UK, Scan remained a huge focus throughout 2025.
We supported targeted Scan programmes for Triumph, helping them focus effort where it makes the biggest difference.
We also ran Scan trials for two additional clients, which opens the door to more structured, evidence-based conversations about call quality and the customer experience.
And we rolled out Scan programmes for Volkswagen Passenger Cars, Volkswagen Commercial Vehicles and Skoda, extending its use across all the VW Group brands.
Across the year, our Scan analysts reviewed and scored more than 109,000 calls, nearly double last year’s total of 58,000. All of them were assessed by real people, listening to real conversations.
A year of firsts
2025 also brought some important firsts.
We delivered our WhatsApp tracking tool, giving clients a practical way to use messaging alongside existing follow-up while keeping the same level of visibility and control.
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At the same time, we’ve been laying the groundwork for the next phase of our AI development, focused on making insight easier to access without losing context or accuracy.
Behind the scenes, we have kicked off our ISO certification process, which reinforces our commitment to security and resilience as we continue to grow.
Looking ahead to 2026
The biggest step forward next year will be combining human insight with smarter automation.
From 2026, we’ll start using AI to make call and email analysis easier to explore and more useful day to day. This will allow brands to quickly see what’s working, and how customers are really responding - all in a way that’s simple to understand and easy to act on.
This new tech gives our clients far more freedom to interrogate the data on their own terms, spot patterns sooner, and ask better questions without needing specialist support every time. It’s a real shift in how people interact with our insight, and one we’re genuinely excited about.
That said, this isn’t about replacing human judgement. AI is a support tool, not a decision-maker. Our analysts will continue to provide the context, nuance, and common sense that technology alone can’t. The goal is scale and speed, without losing what makes the insight meaningful.
In short, it helps brands see more, understand faster, and act with confidence - while keeping real human experience at the heart of it.
Investing in the team behind the tech
We know that none of this works without the right people in place. 2025 was a big year for recruitment, In September, we welcomed two new Customer Success Managers to strengthen day-to-day support and give our clients more time and focus. And from January, we have a dedicated Account Director for Northern Europe, ensuring stronger relationships with our clients across the region.
We’ve invested in growing the team across key areas, including support and development. So as we head into 2026, it’s really exciting to be fully staffed across all areas of the business and in a strong position to deal with everything that 2026 holds in store.
Carrying the right mindset into the new year
What 2025 reinforced for us is simple: progress comes from clarity. From doing what you said you’d do. From building systems that work in the real world, not just on paper.
We are heading into 2026 with sharper tools and a clear sense of where we add the most value. And as always, the focus stays the same: Every lead deserves great follow-up.
Watch this space - there’s more to come.