WillItSurvive
BPO and customer operations firms · Unknown

Feedbackly

feedbackly.com ↗

Finnish SaaS for customer feedback surveys and emotion scoring via its EVI metric.

Little protection left
Assessed 22 July 2026 · Evidence as of 22 July 2026
Not much stands between this business and its pressures.
On the recordSince 22 July 2026 · Checkable from Q4 2026 · Every call on the record Checkpoint: Six-month window to show a funding round, hiring reversal, or shipped AI feature before drift reads as wind-down
The call

Feedbackly has shipped no AI feature while headcount and traffic both shrink, leaving it a small legacy CX vendor competing against AI-native tools and much bigger AI-equipped rivals like Medallia and Qualtrics.

Feedbackly collects customer feedback through surveys, scores the emotions in those responses, and shows the results in dashboards. The problem is that larger companies like Qualtrics and Medallia are adding AI tools to do similar work faster and cheaper, while new AI companies are specifically designed to replace old survey-based approaches. The company has not shipped any AI features of its own while competitors have, and with only 11 employees and declining website traffic, the deciding factor will be whether Feedbackly gets new funding or releases a working AI feature in the next six months; without one or both, the company appears headed toward a quiet shutdown or sale for its remaining staff.

Why
01
AI pressure: Perspective AI and AI-native sentiment tools. AI-native tools now read sentiment straight from calls and text, making Feedbackly's survey-and-dashboard approach look manual and dated. Could AI do the core job? Yes, likely.
02
Bigger players: Medallia, Qualtrics. Medallia shipped Athena AI and Qualtrics keeps adding AI features, both burying a small Finnish rival on features and sales reach. Could a giant copy it? Yes, easily.
03
What protects it. A decade of Nordic retail customers like Kesko and Kiasma who are used to the EVI metric and haven't switched yet.
What would change this call
Feedbackly announces new funding or an acquisition within 6 months. Would show continued investor backing rather than quiet wind-down.
Feedbackly headcount drops further below 11 or stabilizes/grows. Further drop signals shrinking operations; growth signals a turnaround.
Feedbackly ships a differentiated AI feature with confirmed customer availability. Would show it can keep pace with AI-native and incumbent rivals.
Key numbers
  • Headcount down 31% YoY to 11 employees (June 2026)
  • Website traffic down 27.8% QoQ to ~8,000 visits (June 2026)
  • Last disclosed funding: €500K in April 2016 (April 2016)
Named risks
  • No new funding disclosed since April 2016, raising sustainability concerns a decade later. Severity: high
  • Headcount attrition of 31% YoY to 11 employees by June 2026 signals possible wind-down. Severity: high
  • No shipped AI feature while competitors like Medallia and FeedbackNow deploy AI capabilities. Severity: high
  • Website traffic decline of 27.8% QoQ suggests weakening demand or marketing reach. Severity: medium
  • Absent from major competitive comparison lists, indicating low enterprise mindshare. Severity: medium
Rivals, as read in July 2026
RivalDirectionEvidence
Medallialosing toMedallia ships Athena AI predictive analytics; Feedbackly shows no shipped AI feature as of Jan 2026
Qualtricslosing toFeedbackly absent from third-party Qualtrics alternatives comparison lists as of May 2026
FeedbackNowlosing toFeedbackNow launched AI-powered V4 platform Dec 3, 2025, ahead of Feedbackly's static offering
AskNicelycontestingListed by Crustdata as closest tracked competitor alongside One2Ten and 1Flow.ai as of June 2026
Perspective AIlosing toAI-native tool explicitly markets against static survey-based category Feedbackly occupies, per June 2026 blog
Questions people ask
Is Feedbackly profitable in 2026?
No confirmed profitability data exists. Feedbackly is a private Finnish CX SaaS with an unverified third-party revenue estimate of $2.4M based on stale headcount figures. Headcount fell from 19 employees in Dec 2022 to 11 by June 2026, a 31% year-over-year decline, suggesting financial pressure rather than growth.
Has Feedbackly raised any new funding recently?
No. Feedbackly's last publicly disclosed funding was a 500K euro round in April 2016 from East Wings and Birch Venture Capital, bringing total disclosed funding to about 740K euros. As of June 2026, data aggregators like PitchBook and Crustdata still list that 2016 round as the most recent.
Could AI replace Feedbackly's product?
Feedbackly's core functions, survey collection, sentiment scoring, and dashboarding, overlap heavily with what generic LLM tools now do natively. As of January 2026 its homepage showed no shipped AI feature, while competitor FeedbackNow launched an AI-powered V4 platform in December 2025.
Who is Feedbackly's biggest competitor?
Enterprise-tier incumbents Qualtrics and Medallia dominate the CX category Feedbackly competes in; Medallia markets an AI feature called Athena AI. Feedbackly does not appear in third-party comparison lists of Qualtrics or Medallia alternatives as of mid-2026, indicating limited enterprise mindshare.
Who owns Feedbackly?
Feedbackly Oy is privately held and not listed on any public exchange as of June 2026. It was originally founded around 2012 in Finland under the name Tapin Feedback and is backed by early investors East Wings and Birch Venture Capital from a 2016 funding round.
What is Feedbackly's EVI metric and is it a real moat?
EVI, or Emotional Value Index, is Feedbackly's branded scoring methodology tied to accumulated customer touchpoint data from clients like Kesko and Kiasma. It offers no data exclusivity, regulatory protection, or integration lock-in beyond standard SaaS plugins as of the January 2026 product review.
Timeline
  • 2026-06-23Headcount down to 11 employees, a 31% YoY decline; website traffic down 27.8% QoQ
  • 2026-01-22Company homepage emphasizes EVI methodology with no AI features highlighted
  • 2025-12-03Competitor FeedbackNow launches AI-powered V4 predictive feedback platform
  • 2024-09Headcount recorded at 17 employees per Crustdata tracking
  • 2022-12Headcount recorded at 19 employees, start of Crustdata weekly tracking
  • 2016-04-14Feedbackly raises 500K euros from East Wings and Birch Venture Capital
  • 2016-01Feedbackly acquires customer base of Gizlo to expand Scandinavian presence
  • 2012-01Company founded in Finland, originally named Tapin Feedback
Revision history
22 July 2026
First assessed. Little protection left. The text above is fixed as of this date and is not edited afterwards.
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