Company News

Why I Started Feathery

Peter Dun
Mar 22, 2022
2 mins

Just over a year ago, I left Robinhood in the middle of the pandemic to start Feathery.

Now, with a team of nine employees across the US and beta customers in industries ranging from fintech to ecommerce, I’m excited to share that Feathery is preparing for our public launch.

As we do so, I’d like to share why we’re building Feathery.

Growth at Robinhood

Before Feathery, I was an engineer on the Robinhood growth team, where one of our primary goals was optimizing the conversion rate of our signup and onboarding flows.

Aside from improving our bottom line, a strong conversion rate indicates positive customer experiences in an environment where user expectations have never been higher.

We split tested different content, questions, and personalization. Through dozens of growth experiments, we saw our conversion rate double.

The Problem

Building, launching, and improving these hand-coded forms is incredibly tedious.

At a company like Robinhood, the product manager spearheads the vision for our forms and engineers implement it manually, piece by piece. Each change is a Jira ticket – even a simple content addition could take weeks to be built and deployed.

PMs became frustrated by the slow velocity and their lack of direct control over the process, while engineers grew resentful that they were pulled away from core business logic to work on one-off form adjustments.

While looking for a solution, I discovered that the most popular form builders on the market, while easy to use, aren’t very customizable or extensible. They don’t meet the standard of product teams at growing tech companies since they cater to small businesses and marketers. For example, it's impossible to extend a Typeform with custom validation logic or add multiple fields to a single step.

Introducing Feathery

That’s where Feathery comes in – we’re a low-code platform that enables teams to build customizable and developer-friendly forms for their product.

Over the coming weeks, we'll be sharing more about our journey here on our blog. If you’re interested in trying out Feathery, you can sign up here. We can’t wait to show you what we’ve been building!


What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

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Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

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How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.