Pendo said it has acquired Israeli no-code predictive analytics startup Forwrd.ai, in a move that is set to supercharge the way product-led companies identify churn, qualify leads, and uncover revenue opportunities using AI-without having to hire a team of data scientists.
The acquisition was officially announced during Pendomonium X in Munich and marks a major leap in Pendo’s roadmap to embed AI deeper into its software experience platform. With the integration of Forwrd.ai’s proprietary engine, Pendo is launching a new suite of features under the name Pendo Predict, enabling cross-functional teams to move from raw product data to real-time, actionable decisions.
“Usage data is the truest and most reliable signal of customer health,” said Todd Olson, CEO and co-founder of Pendo. “By integrating Forwrd’s predictive engine, we’re giving every team instant intelligence to grow revenue and eliminate churn.”
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Why This Acquisition Matters for B2B Product, Marketing, and GTM Teams
In the modern-day enterprise SaaS environment, go-to-market and product teams are overwhelmed with data from customer behavior to feature adoption to support interactions. But turning that data into action remains a challenge. That’s the void Forwrd.ai fills.
Founded in 2021, Forwrd built its platform for business users to democratize predictive analytics – empowering marketers, product owners, and RevOps teams to build custom AI models to forecast churn, upsell potential, and lead quality – all this without the need for data scientists or deep engineering support.
The integration enables Pendo customers to forecast customer churn based on in-app usage signals, score sale-ready leads on product behavior, identify expansion opportunities via predictive momentum tracking, and surface real-time recommendations to Sales, Success, and Marketing teams, empowering data-driven approaches that increase customer retention, sales efficiency, and revenue growth.
For prolific SaaS businesses competing in saturated categories, this is an advancement in product-led growth (PLG) strategy where the product is not only the service, but the intelligence hub that drives revenue decisions.
Within the Pendo Predict Feature Set
Pendo Predict is a strategic expansion of the Pendo platform, turning passive data into proactive insights using advanced capabilities. It encompass Churn Risk Modeling to identify risk accounts and identify behavior patterns indicating potential drop-off, Predictive Lead Scoring to rank outreach to leads most probable to convert by product usage, Upsell Opportunity Detection to determine accounts poised for expansion, Predictive Segmentation to automatically categorize customers by predicted behavior, and Next Best Action Recommendations to automatically recommend actions like initiating in-app guides, assigning to Customer Success Managers, or synchronizing with Salesforce, enabling teams to accelerate retention, conversions, and revenue growth.
By enabling non-technical users to act on this intelligence, Pendo makes AI-native GTM and retention strategy a reality for modern teams.
“From day one, our mission has been to simplify predictive AI and embed it at the core of business operations,” said Kobi Stok, founder and CEO of Forwrd.ai. “Together with Pendo, we’re turning experience data into actions that drive hyper-personalized customer journeys.”
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Founders Join Pendo’s Israel Operation
Forwrd.ai was started by Kobi Stok, a veteran product executive and serial entrepreneur. Forwrd.ai quickly won the attention of enterprise brands such as SAP, Hubspot, JFrog, and AppsFlyer, winning acclaim for its capacity to produce revenue signals without data science roadblocks.
Aligning With AI-Powered Product-Led Growth
The acquisition of Forwrd.ai fits perfectly into recent Pendo development for enhancing the performance of AI agents, enhancing user onboarding, and minimizing churn. Product and GTM leaders receive an important bridge between behavior analytics and business results something ever more vital as buyer journeys become less linear and more usage-based.
For MarTech and RevOps organizations, this equates to accelerated time to insight, decreased dependence on siloed data teams, and improved coordination across sales, marketing, and product functions.
Looking Ahead
This deal is part of a broader trend in B2B marketing and growth strategy: predictive intelligence is shifting from the purview of data scientists to business leaders.
Tools like Pendo are no longer product analytics platforms they’re becoming decision-making engines that inform all touchpoints across the customer journey.
With increased SaaS competition in 2025, the power to automate insight and act quickly will be a deciding differentiator. With Forwrd.ai joining the Pendo family, that differentiation is within reach for every product-driven team.
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