ActiveCampaign, the Chicago marketing software company that has become a go-to tool for small businesses, has quietly bought Feedback Intelligence. This San Francisco startup builds models to evaluate AI agent conversations and recommend improvements, the companies announced this week. Financial terms of the deal were not disclosed. The acquisition folds Feedback Intelligence’s small team into ActiveCampaign’s product organization as the company looks to speed up development of its Active Intelligence engine.
In a company blog post, ActiveCampaign said Feedback Intelligence turns raw conversational data into structured, actionable insights, including real-time intent detection, sentiment analysis, and friction-point identification. Those insights are set to feed directly into Active Intelligence. The company also said founder and CEO Chinar Movsisyan will join ActiveCampaign’s Technology and Product organization to lead the integration and ongoing evaluation work.
What Feedback Intelligence Adds
Feedback Intelligence’s models are built to evaluate agent performance and surface why an interaction worked or fell flat, then produce specific recommendations product teams can act on. Industry trade outlets noted that the deal brings production-ready evaluation infrastructure that helps catch problems before they scale and creates a continuous learning loop for Active Intelligence, as reported by DestinationCRM.
What It Means For Chicago
Founded in 2003 by Jason VandeBoom, ActiveCampaign is headquartered in the Loop and has grown into a multi-hundred-million-dollar platform used by small businesses around the world. The company is valued at roughly $3 billion and has about 300 employees in Chicago and roughly 800 worldwide, according to the Chicago Sun‑Times.
“We built Feedback Intelligence because every conversation contains signals about what’s working and what could be better,” Movsisyan wrote in a post announcing the move, describing the startup’s focus on actionable evaluation rather than academic metrics. He said joining ActiveCampaign gives the team the scale and production surface to put those evaluations to work in real-world AI agents, per his note on Medium.
ActiveCampaign says integration is already underway and customers should see Active Intelligence improve as these capabilities roll out in upcoming releases. The purchase price was not disclosed, a point the Sun‑Times notes, but the company is positioning the acquisition as a technical bolt-on to speed how quickly its AI can learn from conversations, per the company blog.
