Our story

I kept watching the same complaint get lost.

Loopwise was not a startup idea that arrived on a whiteboard. It started with the same complaint I kept watching small businesses lose — and a survey I ran before I wrote a single line of code.

1: person building it
0: investors
1: survey that started it

The founder of Loopwise working on a laptop in a café

Loopwise, built by one person

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Where it started

The same complaint, over and over

In small businesses the pattern is always the same. A customer complains — a late delivery, a bill that makes no sense, something that broke in a week. Someone says "let me look into it". And then it quietly disappears: a screenshot in a chat, a note on a desk, an email nobody reopened.

The customer never hears back. The owner never finds out what actually went wrong. It was never a lack of care — every owner I met wanted to fix it. There was simply nowhere to put it.

Step one

I stopped guessing and started asking

Before building anything I ran a survey. I asked shop owners, a two-person delivery company, a founder doing support alone after closing time, and every owner I could reach the same question: what do you do today when a customer complains?

The answers were almost identical. Complaints arrive in five places. Nobody owns them. And nobody can say how many are still open right now. I kept asking in new ways to be sure, and kept getting the same answer: we do our best and hope we do not forget.

That survey is the reason Loopwise looks the way it does. The product is not a guess about what a small team needs — it is a list of the things those owners told me were failing them.

Notes from the survey that started Loopwise

The survey notes that shaped the first version

Step two

So I built it myself

I could not find a tool that worked the way a small team actually works, so I started building Loopwise on my own — evenings, weekends, one piece at a time. No team, no funding, just the survey answers in front of me.

Everything shipped in the order the problems hurt. First the public form, so a customer could say what went wrong without creating an account. Then the case timeline, so nothing could be quietly forgotten. Then the rules that flag a case running late, and finally the AI triage that reads each message and tells you what it is before you open it.

Every screen exists because someone told me something was missing.

A desk at night with a laptop showing the Loopwise dashboard

Where most of Loopwise was written

Where it is now

One loop, one system of record

Loopwise does one thing properly: it takes a complaint all the way round the loop. Feedback in, a case with an owner out, a resolution logged, and the numbers computed from what actually happened.

Nothing here is invented. Every count on the dashboard comes from a stored record, every action lands on a timeline, and workspaces keep each company's data separate from every other company's.

It is still built by one person, and it still follows the rule I started with: if a customer takes the time to complain, somebody should own the answer.

“The survey is the reason Loopwise looks the way it does. I did not guess what a small team needs — I asked, and then I built exactly that.”

Founder, Loopwise

Person building it

No team, no funding, one problem at a time.

Investors

So the roadmap answers to customers, not a board.

Complaint categories

One vocabulary, public form to inbox.

Steps per complaint

Each one written to a timeline.

If this looks like your week, I would like to hear from you.

Create a workspace and try the loop with your own complaints — or send me feedback the same way your customers would.

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