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M&A Deal Summary

Pendo Acquires Forward

On July 8, 2025, Pendo acquired software company Forward

Acquisition Highlights
  • This is Pendo’s 1st transaction in the Software sector.
  • This is Pendo’s 2nd transaction in Israel.

M&A Deal Summary
Date 2025-07-08
Target Forward
Sector Software
Buyer(s) Pendo
Deal Type Add-on Acquisition

Target

Forward

Tel Aviv, Israel
Forward is a no-code predictive analytics platform that empowers business leaders to build custom AI models that predict churn, upsell potential, and lead quality, without the need for data scientists or engineers. Forward is based in Tel Aviv, Israel.

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Buyer(S) 1

Buyer

Pendo

Raleigh, North Carolina, United States
Category Company
Founded 2013
Sector Software
DESCRIPTION

Pendo.io is a web-based product experience platform using powerful analytics and guidance platform designed to help companies understand and influence how users interact with their software applications. The company's customers include leading software companies and digital enterprises, including Verizon, RE/MAX, LabCorp, OpenTable, Okta, Salesforce, and Zendesk. Pendo was founded in 2013 and is based in Raleigh, North Carolina.

DEAL STATS #
Overall 5 of 5
Sector: Software M&A 1 of 1
Type: Add-on Acquisition M&A Deals 5 of 5
Country: Israel M&A 2 of 2
Year: 2025 M&A 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2024-07-31 Zelta AI

New York, New York, United States

Zelta AI automates customer feedback collection and leverages AI to uncover actionable insights from the data. Zelta AI is based in New York City.

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