FeedbackNow, a leader in real-time operational analytics for physical locations, announced its Series A funding round led by Motivate VC, Uncorrelated Ventures, and AI Growth Capital Partners. As part of the investment, the group acquired the company from previous owner Forrester, with Steve Peltzman, a former Forrester executive, taking over as CEO.
Alongside the funding, FeedbackNow introduced a cutting-edge digital platform designed to transform the way businesses analyze and optimize physical spaces. The platform integrates data from hundreds of sensors, enabling companies to measure real-time traffic and activity in locations such as airports, hospitals, stadiums, and convenience stores. By normalizing this data and providing actionable insights through custom dashboards, businesses can optimize labor, improve customer satisfaction, and increase revenue. The platform also offers predictive analytics to suggest the best actions based on current conditions.
FeedbackNow’s CEO, Steve Peltzman, emphasized the company’s expanded capabilities beyond its well-known feedback buttons in airport bathrooms and security lines. “Over the past two years, our expansion into convenience stores and hospitals has revealed a massive opportunity to optimize our platform for new types of data and use cases,” Peltzman said. “The speed with which we integrate new sensors and deliver correlated outcomes gives us a competitive advantage, and that’s why hundreds of customers trust FeedbackNow.”
One of the fastest-growing areas for FeedbackNow is healthcare. With hospitals facing labor shortages, particularly among nursing staff, the platform has proven invaluable in optimizing staff efficiency. Tim Woodward, Associate Vice President of Environmental Services at Montefiore Health System, spoke about the company’s impact: “FeedbackNow has helped us improve patient, visitor, and staff experiences in real time, including managing over 1,200 patient bedsides. We’re excited to explore new ways to use this technology to provide even better experiences.”
Rob May, a partner at AI Growth Capital, noted that real-time data is becoming a critical asset for companies leveraging AI. “As AI adoption continues, real-time data will be key for operational models, and FeedbackNow is the leader in this space. Their roadmap aligns perfectly with our investment theses, making this deal a strong match for our focus on AI-driven innovation.”
FeedbackNow currently operates in three main verticals—healthcare, convenience stores, and travel/entertainment. With more than 250 customers in over 40 countries, the company is positioned to continue expanding its influence as businesses increasingly seek to optimize physical spaces through data-driven solutions.
