Noora

What Noora does

Noora is a product feedback management SaaS platform built for software companies that need to collect, organize, and act on customer feedback within a single integrated tool. Founded in Uppsala, Sweden in 2019, the company combines three core modules — a feedback collection portal with voting and commenting, an automatically generated public roadmap linked to feature statuses, and a built-in changelog with rich media (YouTube, Loom, GIPHY) — into a closed-loop system that notifies end users when features they voted for are shipped. The platform is built as a cloud-native service on AWS (Frankfurt) with a MongoDB Atlas database and a public GraphQL API for programmatic access, and it ships native integrations with Jira Cloud, Intercom, Slack, Segment, and Zapier plus a Chrome extension for capturing feedback from external tools.

The company serves a horizontal SaaS customer base of 500+ teams across industries including book tracking (The StoryGraph), marketing automation (Encharge), and gaming (Invisible Walls / First Class Trouble). It employs 1–10 people and operates as Noora AB, a privately held Swedish entity with no disclosed external funding — appearing to be founder-owned and bootstrapped. Go-to-market is product-led: a 7-day no-credit-card trial at app.noorahq.com drives self-serve signup without sales interaction, supplemented by SEO-driven comparison pages against Canny, Productboard, UserVoice, Nolt, Upvoty, and Trello, and a Capterra review presence (4.8 rating).

Revenue mechanics are pure subscription recurring SaaS across three tiers — Startup at $29/month, Growth at $59/month, and Enterprise at custom pricing — with annual billing available. The Enterprise tier (introduced March 2022) layers on white-labelling, custom CSS, and post/comment moderation, representing a deliberate upmarket extension beyond the original SMB self-serve positioning. Data is hosted in Frankfurt with EU GDPR compliance marketed as a buyer trust signal, and Noora relies on third-party analytics (Google Analytics, Mixpanel) for product usage insight rather than disclosed in-house AI/ML capabilities.

Name

Noora

Legal name

Noora AB

Website

https://noorahq.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Noora is a bootstrapped Swedish SaaS platform, founded in 2019, that helps SaaS teams collect user feedback, share public product roadmaps, and publish changelogs in an integrated product. It serves 500+ SaaS companies worldwide through a self-serve, product-led motion with $29–$59/month starter pricing.

Ownership category

akta.pro rank

Headquarters

HQ city

Uppsala

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Monthly or annual subscription-based SaaS pricing with three tiers: Startup ($29/mo), Growth ($59/mo), and Enterprise (custom pricing). Subscriptions auto-renew at end of billing cycle. No refunds for unused service.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Noora is a unified customer feedback management SaaS platform for software teams that combines a feedback collection portal, a public product roadmap, and a built-in changelog into a single integrated solution. SaaS companies use it to collect feature requests and bug reports, let users vote and comment, publish transparent roadmaps, and announce product updates, with native integrations into Jira, Slack, Intercom, Segment, and Zapier that close the loop between user requests and shipped features.

Product overview

Noora is a unified customer feedback management platform for SaaS teams that consolidates feedback collection, product roadmapping, and changelog communication into a single integrated solution. The core platform consists of a Feedback Portal for collecting and voting on feature requests and bug reports, a Public Roadmap that automatically displays feature statuses with customizable columns, a built-in Changelog for announcing updates with embedded video support, and an Admin Dashboard for managing feedback with moderation and segmentation tools. The product supports native integrations with Jira Cloud, Intercom, Slack, Zapier, and Segment for connecting feedback to existing workflows. Additional capabilities include a GraphQL API for programmatic access, Single Sign-On authentication (Pro plan), white-labelling for brand customization (Enterprise plan), and a Chrome Extension for capturing feedback from support channels. The platform is designed to close the feedback loop by connecting user requests directly to roadmap items and automatically notifying voters when features ship.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Setup takes less than 15 minutes according to installation guide
• +1 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability3 records

Feature10 records

Partnerships

Seven partnerships are on record, tiered core.

• Jira Cloud (Atlassian)coreTechnology or IntegrationNative Jira Cloud integration allowing Jira issues to be linked to Noora feedback posts. Users can create new Jira issues directly from feedback or link to existing issues, with bidirectional links visible in both Jira and Noora.
• IntercomcoreTechnology or IntegrationEnables leads and visitors to add feature requests directly from Intercom Messenger. Team members can see voting history of contacts in Inbox and add votes or create feature requests on behalf of contacts.
• SlackcoreTechnology or IntegrationSlack integration sends notifications to configured channels for new posts, comments, votes, and insights. Configurable per-board notification settings.
• ZapiercoreTechnology or IntegrationZapier integration connects Noora to 1,000+ apps. Supports triggers for new posts, comments, and votes. Now also supports actions to create posts from Zapier.
• SegmentcoreTechnology or IntegrationSegment integration syncs user traits from identify calls into Noora contacts, enabling advanced user segmentation by revenue and custom attributes.
• Amazon Web Services (AWS)coreTechnology or IntegrationAll Noora services hosted on AWS with data stored in Frankfurt (EU Central) data centers. Limited employee access via key-based SSH login.
• MongoDB AtlascoreTechnology or IntegrationCustomer data stored on MongoDB Atlas with continuous backup. Data hosted in Frankfurt, Germany.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Upvoty: Upvoty offers feedback boards, roadmaps, and changelogs as a self-serve SaaS for product teams. It appears on Noora's comparison page and competes head-to-head for SMB SaaS feedback-management budget.
• Canny: Canny is the most cited direct competitor and is explicitly listed on Noora's comparison pages. Both sell feedback boards, public roadmaps, and changelog functionality with self-serve PLG to SaaS teams at very similar price points.
• Featurebase: Featurebase (rebrand of Hellonext) is a feedback, roadmap, and changelog SaaS that targets the same SMB SaaS buyer with a near-identical feature set including boards, voting, and integrations, putting it in direct product overlap with Noora.
• UserVoice: UserVoice is a legacy feedback management platform and is named on Noora's comparison page as a competitor. Both operate in the same 'collect feedback, prioritize, communicate updates' category serving SaaS and B2B product teams.
• Nolt: Nolt is an independent, self-serve feedback and roadmap tool aimed at SaaS teams, and is one of Noora's named comparison-page competitors. Product scope, target customer, and price band are closely aligned.
• Fider: Fider is an open-core / self-hosted feedback board tool with public roadmap features, occupying the same lightweight, product-led niche as Noora for smaller SaaS teams that want a simple feedback portal.
• Frill: Frill is a self-serve idea board, roadmap, and changelog product targeting SaaS startups. It is a similarly scoped PLG alternative to Noora for small product teams that want an all-in-one feedback-to-update loop.

Broad incumbents

• Productboard: Productboard is a broader product management platform that includes feedback collection and prioritization as part of a larger roadmap suite. It is Noora's most prominent comparison-page competitor and targets an overlapping customer base but at a wider scope.
• Pendo: Pendo is a product experience platform with built-in feedback, NPS, and in-app surveys sitting alongside analytics. It competes for the same budget line that Noora targets but addresses it as part of a much larger, enterprise-focused product suite.
• Aha!: Aha! is a product roadmap and strategy suite that includes idea portals for customer feedback. It serves a similar buyer (product management teams) but competes from a much broader 'product strategy' positioning rather than a focused feedback portal.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/getnoora
• LinkedInlinkedin.com/company/getnoora

Revenue estimate

Valuation estimate

Number of profiles

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 Noora