The AI researcher for real-world insight
continuously hears from real voices to surface insights leaders act on.
customers and employees, surfacing insights leaders can act on.
Real people. Real intelligence.
Skip pay-per-interview panels. Start interviewing reality. The signals that matter come from the people doing the work and the customers experiencing it.
finds the insights you need
through
at scale
Design and launch high-quality voice interviews to hear from the people experiencing your business.
Here's how
works for you
Create
Umi helps you design curated interviews to surface the insights you need.
Listen
Umi has thousands of conversations with your frontline — so you don't have to.
Understand
Umi transforms scattered conversations into strategic intelligence for you.
Act
Umi delivers recommendations and action items ready for you to implement.
An
that surfaces
insights hiding in plain sight
With Umi
Without Umi
Powering operational insights for
We realized most of our complaints weren't about service — it was wait times at just a few locations.
Store managers were flagging the same issue over and over. Now we can quantify impact.
People were more candid than they are in surveys. That part surprised me.
We caught a training gap before it showed up in customer reviews.
We stopped arguing about anecdotes.
We didn't need another dashboard. We just needed to know where to focus.
We could tie customer complaints back to specific shifts, not just the location overall.
We always had plenty of customer data. What we were missing was why the store experience felt inconsistent.
Capture the nuances of in-store experiences through mystery shoppers, real customers, and employees
Learn moreUnderstand the guest experience through the lens of mystery shoppers and frontline employees
Learn moreUncover actionable insights to support retention and engagement
Learn moreGet customer insights at scale through mystery shopping and frontline feedback
Learn moreGround your organization in real-time data from across your locations
Learn more
SOC 2 Type 2
Certified for security, availability and confidentiality
End-to-End Encryption
Your data is encrypted in transit and at rest
24/7 Security Monitoring
Continuous threat detection and response
GDPR & CCPA
Full compliance with global privacy regulations
Frequently asked questions
Everything you need to know about Umi, Arbor’s AI researcher for the frontline.
What is Umi?
Umi is Arbor's AI researcher. It runs natural, voice-based interviews with your frontline employees and customers at scale, then turns thousands of conversations into operational insights and recommendations leaders can act on.
How are Umi's AI voice interviews different from surveys?
Traditional surveys capture shallow, infrequent signals. Umi has real, adaptive voice conversations that probe for the 'why', so you uncover root causes and context that multiple-choice surveys miss — without adding work for your team.
Who does Umi interview, and are conversations anonymous?
Umi interviews the people closest to the work: frontline employees, managers, and customers. Conversations can be anonymous, which encourages candor and surfaces issues people rarely raise in formal reviews.
What kind of insights can Umi surface?
Umi identifies operational issues, root causes, and emerging risks across roles, locations, and shifts, then delivers synthesized themes, supporting quotes, and recommended actions in shareable reports and live dashboards.
Is our data secure?
Yes. Arbor is built for the enterprise with SOC 2 Type 2 certification, end-to-end encryption in transit and at rest, 24/7 security monitoring, and full GDPR and CCPA compliance.
How do we get started with Umi?
Book a demo and our team will help you launch your first AI voice interview in minutes, share it via link or QR code, and start turning frontline voices into decisions.