Feedbackly
Feedbackly is a Finnish customer experience (CX) management platform founded in 2015, specializing in emotion-driven feedback analytics.
Profile
Software that measures customer emotions to predict sales impact.
Feedbackly is a Finnish customer experience (CX) management platform founded in 2015, specializing in emotion-driven feedback analytics. The company's core offering centers on its Emotional Value Index (EVI®), a proprietary metric claiming 3-4x higher correlation to sales growth than traditional KPIs like NPS or CSAT. Their platform combines survey tools, journey analytics, and root-cause analysis with AI-driven emotion measurement.
While headquartered in Finland, Feedbackly serves clients across Europe and North America, with customer logos spanning retail (Flying Tiger Copenhagen, Stockmann), energy (St1), and municipal services (Helsinki Kaupunki). The company operates a hybrid model of software subscriptions paired with consulting services through its CX Academy. Recent client additions like Oomi (2025) and Ammattiliitto Pro (2025) suggest continued Nordic expansion, though international growth metrics remain undisclosed.
Feedbackly's 2024 website update highlighted new hardware integrations through its Feedbackly Terminal product, indicating a push into physical retail touchpoints. The company does not disclose revenue or employee counts, but claims to have processed '0 CX data points' as of 2026, suggesting possible dashboard placeholder text rather than verified metrics.
Who buys this
- Nordic retail chains expanding customer loyalty programs
- Municipal governments tracking service satisfaction
- B2B manufacturers with complex dealer networks
- Energy/utility companies facing deregulation pressures
Publicly disclosed clients
- Flying Tiger Copenhagen
- Stockmann
- St1
- Helsinki Kaupunki
- Oomi
- Ammattiliitto Pro
Strengths and what to watch
Strengths
- Proprietary EVI® metric with claimed 20% sales growth correlation
- Hardware/software integration via Feedbackly Terminal for physical locations
- Strong foothold in Nordic public sector and regulated industries
Watch for
- Unverified data point claims ('0 CX data collected') on public materials
- Potential overreliance on Nordic market despite international branding
- Consulting-heavy model may limit software scalability
Key Information
- Founded
- 2015
- Headquarters
- Finland
Frequently Asked Questions
What is Feedbackly?
Feedbackly is a Finnish customer experience platform founded in 2015 that analyzes emotional feedback to predict sales impact. Its core feature is the Emotional Value Index (EVI®), claiming 3-4x better sales correlation than NPS. The platform combines surveys, journey analytics, and AI-driven emotion measurement for retail and public sectors.
How does Feedbackly measure customer emotions?
Feedbackly uses AI-driven analysis of survey responses to quantify emotional reactions through its proprietary Emotional Value Index (EVI®). The platform claims EVI shows 20% correlation to sales growth, outperforming traditional metrics by tracking how customers feel rather than just satisfaction scores across digital and physical touchpoints.
What industries use Feedbackly?
Feedbackly serves Nordic retail chains like Flying Tiger Copenhagen, municipal services such as Helsinki Kaupunki, and energy companies including St1. Its platform targets businesses expanding loyalty programs, governments tracking service satisfaction, and manufacturers with complex networks, particularly in regulated industries facing customer experience pressures.
What is the Feedbackly Terminal?
The Feedbackly Terminal is a hardware product integrating with the software platform to collect in-person feedback at physical locations. Launched in 2024, it enables emotion measurement in retail stores and service points, complementing digital survey tools with real-world customer experience data capture.
How does EVI compare to NPS?
Feedbackly claims its Emotional Value Index (EVI®) has 3-4x stronger correlation to sales growth than Net Promoter Score (NPS). While NPS measures likelihood to recommend, EVI analyzes emotional responses through AI, purportedly offering better predictive power for revenue impact across customer journeys.
Where is Feedbackly available?
Headquartered in Finland, Feedbackly serves clients across Europe and North America but shows strongest traction in Nordic markets. Recent 2025 client wins like Oomi and Ammattiliitto Pro indicate continued regional expansion, though international growth beyond Scandinavia remains less documented in public materials.
Sources
- www.feedbackly.com — Product offerings, client logos, EVI claims
- www.feedbackly.com — EVI® methodology and sales correlation claims
- www.feedbackly.com — Hardware product existence
- www.feedbackly.com — Client logos and case study claims