Eva Kapitany is Building FeedFrwd: The AI Decision Engine That Shows Product Teams What to Build Next

Most companies say they listen to their customers’ feedback. But whether their tools and services actually evolve, get easier to use, and solve customers’ problems is a different question. 

Product teams aren’t struggling to collect feedback—it pours in through chat, email, surveys, support tickets, and in-product activity. But turning that feedback into notable improvements isn’t easy. Feedback takes time to review and analysis is easily influenced by a team’s bias or directives from leadership. 

Eva Kapitany experienced this firsthand while working at Microsoft, and built an internal feedback listening system to solve it. After moving on from Microsoft in July 2025, she set out to build FeedFrwd and make a similar feedback system available feedback decisioning available to businesses across the world.

Introducing FeedFrwd: The AI Decision Engine for Product Teams

FeedFrwd helps product teams decide which feedback to act on first. Product teams get more feedback than they can read, and the loudest voice often wins. FeedFrwd ranks feedback using evidence from the feedback itself. It links each theme to the KPIs your team tracks and shows the signals behind every ranking.

How it works:

1. Consolidate. Feedback from CSV uploads, in-app entries and integrations comes together in one data set.
2. Rank. FeedFrwd groups feedback into themes and gives each one a Review Priority score. The score is based on how many people raised the issue, how negative the feedback is, and whether it’s growing between uploads. A theme with only a few mentions can’t jump to the top of the list.
3. Connect to your KPIs. You tell FeedFrwd which KPIs you track and what your current business goal is. It suggests which KPI each theme relates to and gives a one-line reason. You confirm or change the suggestion, and the KPIs you weight most move themes up or down the list.
4. Keep the context. You can record your own KPI values next to each theme. FeedFrwd logs every KPI decision your team makes, so the analysis builds over time instead of starting from scratch.

What sets it apart: Analysis you run in ChatGPT or Claude starts fresh every time. FeedFrwd keeps your KPIs, goals and decisions, and traces every theme back to the feedback it came from.

FeedFrwd built and launched its beta platform in just eight months, with 30 beta testers signed up at launch.

Eva’s Journey to FeedFrwd

Eva was born in the US to a Hungarian family but was raised in Germany from an early age. Her family and cultural environment, she believes, instilled a “passion for understanding feedback” throughout her childhood. 

At 23, Eva applied for a job at Microsoft Germany. Although she hadn’t been able to complete a formal college education due to external life obstacles, she got the job. On her first day, she was unexpectedly placed in a role focused on implementing systems and improving processes, a change that would shape the rest of her career. 

Eva spent ten years at Microsoft focusing on system optimization before leaving in 2007 and moving into management consulting for 15 years. Throughout these roles, she developed the superpower of anticipating risks early. "I see the train coming,” she says. “It's five miles away, but I know what color it is."

In 2023, Eva returned to Microsoft to build an internal feedback listening system for the Customer Service and Support organization. Over two and a half years, the tool was adopted by more than 4,000 users globally.

Despite strong adoption and praise, new leadership shut the project down in favor of their own initiatives, and Eva was laid off in July 2025, the same year she turned 50. Eva applied for roles but was told she was overqualified and too expensive, and admits she was "honestly petrified."

Reflecting on her career during this time of transition, Eva recognized that the feedback listening system she had built was a big deal, and could be invaluable to businesses of all sizes. So in December, five months after being laid off, she brought together three senior former colleagues across marketing, operations, and development to create FeedFrwd.

In addition to the product opportunity, part of Eva’s reason for building FeedFrwd, and posting about her founder journey on LinkedIn, is to prove that anybody can build a startup. Having worked in the male-dominated tech world throughout her notable career, she’s faced the pressures that many women in tech know too well. But with FeedFrwd, Eva aims to demonstrate that now is the era where women can and should build companies, and to help build communities that support female founders throughout their founder journeys. 

Eva’s Advice for Fellow Founders

The timing is never perfect for starting a company, Eva says, but with layoffs everywhere and a brutal corporate job market, if your financial and personal situation allows it, go for it. "You can always go back and do something else, but if you've got an idea, just go after it."

And as you’re building, don’t wait for perfect. FeedFrwd progressed from idea to live beta in just eight months, while some startups spend two to three years refining before they launch. 

With today's AI tools, Eva says, “it's never been a better time to take the leap and build something.”

To learn more about Eva’s journey building FeedFrwd, you can follow her on LinkedIn and visit feedfrwd.ai.