In this episode of WP Legends, we sit down with Marcus Gullberg, founder and CEO of Feedbucket, one of the most useful tools going for agencies, developers, and product teams.
Feedbucket has quickly become a go-to solution for collecting actionable website feedback without the endless screenshots, emails, and confusion that usually come with client reviews. By turning visual feedback into structured, developer-ready tasks, Marcus and his team are reshaping how agencies, freelancers, and SaaS teams handle revisions and client collaboration.
In this conversation, Gautam and Marcus get into the painful client feedback loop, why simplicity beats features, how to build a sustainable bootstrapped SaaS, and where AI genuinely fits into a feedback tool rather than where it looks good on a landing page.
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From Web Agency to SaaS Founder
Marcus has been building for the web since he was around twelve years old. In 2018, he started his own web development agency, delivering software solutions for clients including Nike and Sonos. By 2022, he had grown frustrated with how clunky it was to collect client feedback using the existing tools, so he built Feedbucket, first for his own agency, then as a product in its own right. Roughly three and a half years later, he works on Feedbucket full-time.
His agency still runs, and it is now a Feedbucket customer, giving Marcus a constant, real-world view of how the tool performs in the exact environment it was built for. The team is based mostly in Sweden, with a developer previously working from Nepal.
What Makes Feedbucket Different for Clients
When Marcus evaluated the existing feedback tools before building his own, the thing he wanted most was radical simplicity for the client. Everyone claims that, he admits, but agencies all have clients whose technical comfort varies, and any friction sends them straight back to email.
So Feedbucket is designed to demand nothing of the client. No account to create, no browser extension to install, no extra URL to remember. Feedbucket usually lives on the staging or development site during the review phase. It installs as a script tag, and there is a WordPress plugin that makes setup even easier and lets you control exactly who sees the widget, for example, only logged-in users or only users with a certain role. You send the client the staging link, and whoever lands there can start submitting feedback immediately.
The WordPress plugin came later, once Marcus saw how many customers were building on WordPress, and Shopify and Webflow plugins are on the way. Technically, anywhere you can install Google Analytics or use Google Tag Manager, you can run Feedbucket. This is exactly the kind of workflow that smooths out client review on WordPress development projects.
From Bug Reports to New Business
One use case surprised even Marcus. Agencies started using Feedbucket not just to speed up revisions, but to win more work. A client clicks a button and says it would be great to add a CSV export, which lands in the backlog, and the agency can reply with a quote. What began as a bug and feedback channel becomes a lightweight sales channel. Feedbucket also does not have to disappear once the review phase ends. Agencies can lock the widget down to logged-in users or specific clients and keep it live for ongoing feature requests, turning it into a recurring source of extra business.
The tool is well tested at scale. Some clients drop 300 items into a single project, and across hundreds of customers, Feedbucket handles hundreds of thousands of feedback items being created all the time.
Beating the “Just Call Me Instead” Problem
Gautam raised a challenge that every agency knows. A large share of clients, in his experience, often thirty to fifty percent, would rather jump on a call or fire off an email than use a structured tool. Marcus’s answer comes back to friction. The moment a client forgets a password or an extension breaks, they revert to asking to just call instead.
Feedbucket’s response is a browser-based video recording feature, essentially Loom built into the site, with nothing for the client to install. They can start a recording, browse across different pages, submit a form, and narrate what is going wrong, all without an extension. Alongside the recording, Feedbucket captures the console log, so developers can see the underlying errors directly. As Marcus puts it, it is like handing your clients Loom right on the website. That sits next to the other core mode, annotation, where a client draws and highlights directly on the page to flag a problem.
Crucially, Feedbucket works on real mobile devices, not an emulated phone view. Because it installs as a script on the actual site, a client can open the staging site on their phone or tablet and give feedback natively, and the whole back-and-forth of comments works there too, right down to replying from an email notification. Marcus and Gautam agreed that this matters enormously in markets where clients live on their phones and lean on tools like WhatsApp, and while it does not solve the WhatsApp habit outright, genuine mobile support closes a lot of the gap.
Deep Integrations Instead of Another Dashboard
The second pillar behind Feedbucket is a refusal to become yet another dashboard your team has to check. Marcus ran an agency, so he knows what context switching costs. His goal is for a team to work on feedback like any other task. Close an item in Asana, ClickUp, Monday, or Jira, and it closes in Feedbucket too.
The reasoning is disciplined. Marcus does not believe he can build a better project management tool than the ones already on the market, so instead of competing with them, Feedbucket integrates with them as deeply as possible. That keeps developers in the systems they already use and stops work from getting lost in the gap between two platforms. That same instinct, integrate rather than reinvent, is a familiar one for agencies running lean, and it echoes how white-label delivery works best when it slots into existing workflows.
Member Feedback, AI, and What Comes Next
A major 2025 release was what Feedbucket calls member feedback, a long-requested feature. During an internal QA round, a team wants to leave notes among themselves that clients should never see. Now, users with a Feedbucket account can submit feedback and comments visible only to other members. An owner can tag a teammate on a members-only comment to assign internal work, while the client only ever sees what is meant for them. Previously, teams had to either spin up a separate project or delete their internal notes, so this consolidates everything into a single project. Next up, Marcus is building richer activity tracking that shows who resolved an item, who added tags, and so on.
On AI, Marcus is refreshingly clear-eyed. Feedbucket has no AI features yet, and as a bootstrapped company solving a real problem, it has no interest in bolting AI onto the homepage just to raise capital. What interests him is a genuine experiment: analyzing close to a million anonymized feedback items to estimate how much of that feedback an AI could actually resolve on its own. A broken link, an AI could catch. A request to update the opening hours text, it could not, because that context only lives with the client. The open question is whether the clearly automatable share is 15% or 85%, and Marcus thinks the dataset is finally large enough to start answering it.
Fun Rapid Fire Round
To close, Marcus took on the rapid-fire round.
On the metric that excites him most, he skipped revenue and named activation the aha moment. For Feedbucket, that moment is when someone installs it on their site and submits their first piece of feedback. He considers it a near-perfect SaaS metric because you can drive it without asking anyone for a credit card, and when activation climbs, revenue tends to follow. Build a genuinely good product, get people to that first success, and the rest follows.
On what he would do if he were not in SaaS, the answer was easy. He would still be building web applications. The part he never tires of is blocking time on the calendar, putting on his headphones, and coding a feature from a blank slate into something people actually use.
On white label, which comes with the ninety-dollar tier alongside a thirty-nine-dollar plan, he explained that because Feedbucket only lives on your own site, agencies can strip the Feedbucket logo, apply their own brand colors, and customize messages so it feels like a native part of the site. To the client, it never appears to be an external tool.
And on the internal stack that runs the company, Marcus keeps it lean: Slack and Notion as the two mainstays, with Loom in the mix.
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