Our story
We kept wanting the same simple thing: know when something important happened in Stripe, SavvyCal, or our own product, without it becoming a project. The webhook was missing a field. Zapier added three steps of friction. The notification was hardcoded and we needed an engineer just to change the wording.
So we built HookFeed. The tool we kept wishing existed.
We’re Matt Goldman and Ken Johnson. We spent a decade building payment infrastructure for SaaS companies at Churn Buster, and we still couldn’t get the alerts we wanted without engineering help.
Bootstrapped on purpose
HookFeed is self-funded. No investors, no growth-at-all-costs pressure. Our incentives are simple: build something useful, keep people happy, don’t break things.
Small team, fast fixes
We don’t do long roadmap cycles or meetings about meetings. When users tell us something’s broken, we fix it. Our background is in payment infrastructure, where reliability isn’t a feature — it’s the baseline. We bring that same standard here.
Built for people flying blind
Most teams have a dozen tools sending data somewhere. Very little of it reaches the person who needs to act on it. HookFeed is for the ops manager tired of checking three dashboards to confirm an order went through. For the founder who hears about a failed payment from a customer, not from their own system.
You shouldn’t need an engineering ticket to find out when something important happened. If you use Zapier, Shopify, Stripe, or Make to run your business, you’re technical enough. You shouldn’t need to write code just to stay informed.
We’d love to hear from you — help@hookfeed.com.
— Matt & Ken