We were early adopters of Qualitia in my previous organization.
The approach to automation is very intuitive for a new user. Having evaluated it against other tools, we liked the approach taken in Qualitia as it enabled speedy automation.
We liked the fact that we could ask for customization of the software to include features that we generally spend a lot of time in every test automation project, as part of 'framework' creation. And it was delivered to us in the same seamless scriptless experience.
The Roles capability also helped to propose and provide team structure that was optimal in the mix of resources with technical expertise vs. people with manual testing bend of mind.
The icing on the cake is the very capable Support team from Qualitia - they spent the night with us, at our company premises, to help in creation of test scripts that eventually helped us win a project!