What Frill.co does

Frill.co (legal entity Frill Group Pty Ltd) is a privately held, bootstrapped SaaS company founded in 2021 and headquartered in Bondi Junction, New South Wales, Australia. The company builds a customer feedback, public roadmap, and announcements platform aimed primarily at SaaS and digital product teams. The core product is delivered in two forms: a standalone web application and an embeddable JavaScript widget that can be installed in Popover, Modal, Sidebar, or Inline styles inside a customer's own product. The product surface combines three integrated modules — Ideas (feedback boards with voting, commenting, and topic categorization), Roadmap (public product roadmaps with customizable statuses and micro-roadmaps by topic), and Announcements (changelog/release notes with multi-language support, categories, and reactions) — plus add-on modules for Surveys (NPS, CSAT, PMF), a visual Priority Matrix for benefit-vs-effort scoring, a Privacy add-on, and White Labeling. The platform exposes a Developer API and integrates natively with Slack, Jira, Trello, Linear, Monday.com, Asana, Azure DevOps, Zendesk, Intercom, Help Scout, Zapier, and several other tools, with additional reach through Integrately and Pabbly.

The business model is a tiered, self-serve SaaS subscription starting at a free plan and progressing through Startup ($25/mo), Business ($49/mo), Growth ($149/mo), and Enterprise ($349+/mo with SOC2 Type 2). A 14-day free trial with no credit card required supports a product-led growth motion, supplemented by an enterprise sales layer for higher tiers. Distribution is global, with US-based hosting on AWS and Stripe-based billing; the company reports a 3,000+ customer base, GDPR compliance, and strong third-party review ratings (4.9 on G2, 4.7 on Capterra). Customer segments are horizontal — SaaS companies and digital product teams form the core, with discounted programs for early-stage startups, educational facilities, charities, and open-source projects extending the long tail. The team is small (1-10 employees) and the company has no disclosed external funding, with operations led by co-founders Elliott Risby, Thomas Garrood, and Mike Hill.

Name

Frill.co

Legal name

Frill Group Pty Ltd

Website

https://frill.co

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Frill.co is a SaaS customer feedback, public roadmap, and announcements platform that helps SaaS and digital product teams capture feature requests, prioritize ideas, and communicate product updates via a self-serve web app or embeddable widget, sold as a tiered subscription.

Ownership category

akta.pro rank

Product category

Customer Feedback and Product Roadmap Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Marketing Automation & Campaign Management CRM (HDAEAFAB)

akta.pro secondary industry

CRM Strategy, Implementation & Managed Services (MPAAAIAD)

Keywords

• Customer feedback software
• Product roadmap tools
• Feature request management
• Changelog announcement software
• In-app feedback widget

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Infrastructure, Marketing or Sales, Personnel, Operations

Revenue model

1. Subscription SaaS: Monthly or annual subscription-based SaaS pricing with tiered plans (Startup $25/mo, Business $49/mo, Growth $149/mo, Enterprise $349/mo+) providing access to feedback boards, roadmaps, announcements, and integrations. Add-ons available for Privacy (+$25/mo), Surveys (+$25/mo), and White Labeling (+$100/mo). Annual billing provides one month free.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Frill is a SaaS platform that lets product teams capture, organize, and announce customer feedback in one place through three integrated modules — Ideas feedback boards with voting and commenting, public Roadmaps with customizable statuses, and Announcements changelog entries. Customers deploy the platform either as a standalone Web App or as an embeddable JavaScript Widget (Popover, Modal, Sidebar, or Inline) dropped into their own websites and web apps. Supplementary modules include Surveys (NPS, CSAT, Quick Polls, PMF), a visual Priority Matrix for benefit-versus-effort prioritization, Privacy controls, and White Labeling, all accessible via tiered subscriptions and a public Developer API.

Product overview

Frill.co is a customer feedback, product roadmap, and announcements platform designed for SaaS companies. The core offering consists of three integrated products: Ideas (feedback boards for collecting and voting on feature requests), Roadmap (embeddable public product roadmaps with customizable statuses), and Announcements (changelog/release notes for announcing shipped features). Users can deploy Frill via the standalone Web App or embed a Widget (available in Popover, Modal, Sidebar, or Inline styles) directly into their own products and websites. Additional modules include Surveys (NPS, CSAT, Quick Polls, PMF), a visual Priority Matrix for prioritization, Privacy add-on for private boards, and White Labeling for brand customization. The platform supports unlimited widgets and integrations with tools like Slack, Jira, Trello, Zendesk, Intercom, and Zapier across all paid plans.

Differentiator

Problem solved

Functional benefit

Products and services

• Ideas (Feedback Boards) Customer feedback board where users submit, vote on, and comment on feature requests; supports duplicate detection, status updates, and surfacing top-voted ideas. Used by SaaS and digital product teams to centralize incoming feature requests and bug reports.
• Roadmap Embeddable public product roadmap with customizable statuses, feature images, micro-roadmaps by topic or product, and timeline view. Allows SaaS teams to communicate planned, in-progress, and shipped work to customers and stakeholders.
• Announcements (Changelog) Changelog and release-notes module for announcing new features, updates, and bug fixes with photos, videos, reactions, categories, and multi-language support. Used to publish product updates to end users.
• Widget Embeddable JavaScript widget that captures ideas, votes, comments, and announcements directly on the customer's own website or web app, available in Popover, Modal, Sidebar, and Inline styles with white-label option on the Growth plan.
• Surveys Survey module enabling NPS, CSAT, Open Feedback, Quick Polls, Idea Polls, and Product/Market Fit surveys, available as a paid add-on or included on Business and Growth plans for product teams running customer-satisfaction measurements.
• Developer API Public Developer API enabling developers to build custom applications that collect feedback, publish roadmaps, and announce new features, with documentation hosted at https://developers.frill.co/.
• Frill Web App Standalone Frill web application for capturing, planning, and publishing ideas with full admin capabilities, used when teams prefer a Frill-hosted interface over embedding the widget into their own product.

Quantifiable outcome

• 40% increase in idea board engagement after switching from other tools
• +1 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

Feature9 records

Partnerships

14 partnerships are on record, tiered core.

• JiracoreTechnology or IntegrationNative integration allowing ideas and bugs to be sent directly from Frill to Jira for tracking and development management
• SlackcoreTechnology or IntegrationIntegration sends notifications to Slack channels when new ideas are created or updated, enabling team awareness
• TrellocoreTechnology or IntegrationNative integration to send new ideas from Frill straight to Trello boards for project management
• ZendeskcoreTechnology or IntegrationNative integration allowing creation and management of ideas inside of Zendesk helpdesk platform
• IntercomcoreTechnology or IntegrationIntegration allowing customers to add ideas directly from Intercom conversations and manage feedback within Intercom
• Help ScoutcoreTechnology or IntegrationNative integration with Help Scout for creating and managing ideas within the help desk platform
• ZapiercoreTechnology or IntegrationIntegration to automate Frill workflows with over 5000 web apps through Zapier's automation platform
• Monday.comcoreTechnology or IntegrationIntegration to send new ideas from Frill straight to Monday.com for project management
• Azure DevOpscoreTechnology or IntegrationIntegration to send new ideas from Frill straight to Azure DevOps for development tracking
• LinearcoreTechnology or IntegrationNative integration linking Frill Ideas to Linear for product management teams
• AsanacoreTechnology or IntegrationIntegration to send new ideas from Frill straight to Asana for task management
• StripecoreTechnology or IntegrationPayment processing provider for billing. Located in US.
• Amazon Web Services (AWS)coreTechnology or IntegrationCloud hosting provider. Data stored and processed in US data centers.
• SendGrid (Twilio)coreTechnology or IntegrationTransactional and marketing email delivery service. Located in US.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Aha!: Aha! is a broader product roadmap and strategy platform used by mid-market and enterprise product teams. It overlaps with Frill's roadmap and prioritization capabilities but operates as a more comprehensive product management suite targeting larger organizations.
• Pendo: Pendo is a product experience platform offering in-app guides, NPS surveys, and feedback collection. It serves enterprise SaaS customers and increasingly overlaps with Frill's surveys, feedback, and in-app widget capabilities.
• Productboard: Productboard is a broader product management platform that includes feedback collection, prioritization, and roadmap features. It serves larger mid-market and enterprise customers and overlaps with Frill's core feedback and roadmap use cases.

Direct peers

• Canny: Canny is a direct competitor offering customer feedback boards and public roadmaps for SaaS companies. Frill explicitly markets against Canny with dedicated comparison pages, targeting the same product manager persona with overlapping feature sets.
• Beamer: Beamer is a direct competitor focused on changelog and product announcement widgets for SaaS companies. Frill offers an Announcements product that directly overlaps with Beamer's core functionality, and Frill publishes a Beamer Importer tool for switching customers.
• UserVoice: UserVoice is an established customer feedback and helpdesk platform. Agrimaster publicly reported migrating from UserVoice to Frill after evaluating alternatives, confirming UserVoice as a head-to-head competitor in customer feedback boards.
• Upvoty: Upvoty is a direct competitor offering feedback boards, public roadmaps, and changelog features for SaaS companies. It targets a similar SMB and startup segment with overlapping core functionality to Frill's Ideas, Roadmap, and Announcements products.
• Hellonext: Hellonext (formerly Canny alternative) is a direct competitor providing customer feedback boards and roadmaps. Frill publishes dedicated Hellonext vs Frill comparison pages, positioning directly against it for the same SMB SaaS audience.

Emerging players

• Featurebase: Featurebase is an emerging competitor offering modern feedback boards, changelogs, and helpdesk functionality for SaaS companies. It competes for the same SMB and startup segment as Frill with a similar all-in-one positioning.
• Headway: Headway is an emerging player in the changelog and announcement space, offering similar widget-based notification and roadmap functionality. It targets smaller SaaS teams with overlapping announcements and feature request use cases to Frill.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/frill-co

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Frill.co