Built for teams who actually care about experience
Novella started from a simple idea: every customer has a story worth listening to. We’re building a feedback platform that makes it easy to capture those stories and turn them into better products, better service and better revenue.
- Operator-built by people who’ve run SaaS, support and marketing teams.
- Focused on practical workflows, not vanity dashboards.
- Deeply connected to HubSpot, where your go-to-market already lives.
From scattered surveys to a single feedback spine
Before Novella, we spent years helping companies set up feedback programs: NPS tools, in-app widgets, service surveys, spreadsheets and CRM workflows all stitched together. It worked — but it was fragile, hard to maintain and easy to ignore.
We saw the same pattern over and over: teams cared about customers, but their tools made listening harder than it needed to be. Feedback lived in a separate system, disconnected from where sales, marketing and support actually work.
Novella is our answer to that. A lean, focused feedback platform that:
- Collects the right signals at key moments in the journey.
- Syncs everything back into your CRM, not into another silo.
- Helps teams act on feedback instead of just reporting on it.
We’re opinionated about feedback.
Good feedback programs aren’t about sending more surveys. They’re about asking better questions at the right time — and getting the results in front of the people who can actually do something.
That’s why Novella is built around journeys, triggers and CRM integration first, and visual polish second.
Feedback should feel natural — for customers and teams
The best feedback flows are almost invisible. They show up at the right time, in the right place, and feed straight into the tools your team already trusts.
Customer-friendly by default
Short, focused surveys that fit into the moment, not around it. One clear question, an optional follow-up and a clean way to say “thanks”.
Journey, not just channels
We think in journeys: onboarding, renewal, support, expansion. Channels like email or in-app are just delivery options for those moments.
Integrated with your stack
Your CRM is your source of truth, so feedback should live there too. Novella is being built with HubSpot in mind from day one.
Built for product, support and revenue teams
Novella keeps everyone aligned around the same customer signals. Product sees what to build next, support sees what to fix, and revenue teams see which accounts are at risk or ready for expansion.
For product teams
Spot recurring themes in feedback, validate feature ideas and see how releases impact NPS, CSAT and CES over time.
For support & CX
Trigger CSAT and CES after tickets or chats, close the loop with unhappy customers and track service quality by channel and team.
For revenue teams
See account-level sentiment directly in HubSpot, identify churn risk early and surface promoters ready for referrals, case studies or expansion.
Start small, then grow your feedback program
We’re starting with the core: reliable surveys, smart delivery and a clean HubSpot integration. From there, we’ll add just enough sophistication to support serious feedback programs — without turning Novella into another bloated platform.
Early focus
In the early access phase, we’re concentrating on a few core journeys:
- Onboarding NPS and activation check-ins.
- Post-support CSAT and CES on tickets and chats.
- Lifecycle surveys tied to renewals and expansions.
That gives us a tight feedback loop on both product and experience — and gives you tangible results without redesigning your entire stack.
Join early, help shape the product.
We’re actively looking for a small group of teams who want to co-shape Novella. If you’re running a B2B SaaS product, use HubSpot and care deeply about customer experience, we’d love to hear from you.
Want to be part of Novella’s early story?
Join the waitlist and we’ll reach out when we’re ready for a small group of early teams. We’ll keep it light on email and focused on things that genuinely help you run better feedback programs.