Marvin, also marketed as HeyMarvin, is a customer knowledge and qualitative research platform built by Equafin Inc. It targets UX researchers, product managers, designers, product marketers, and research operations teams that need one searchable place for interviews, usability tests, survey responses, and field notes.
The platform ingests research data through live call recording, calendar-connected integrations, or manual uploads, then automatically transcribes audio and video with speaker identification. Researchers add timestamped notes during live sessions, apply tags from a shared taxonomy, and group findings on affinity boards. An “Ask AI” feature lets users query a single project or the entire knowledge hub in natural language and get answers backed by cited quotes.
Beyond storage and tagging, Marvin runs AI-moderated interviews with many participants at once, supports quantitative survey imports from tools such as Qualtrics and SurveyMonkey, and offers a Deep Research mode that produces thematic analysis, hypothesis testing, jobs-to-be-done breakdowns, and question-and-answer tables from project data. A Marvin MCP (Model Context Protocol) endpoint, available from the Pro plan up, lets external AI assistants and internal LLM tools query the research repository directly.
Note on company details: source material for this review referenced the developer as “Marvin Technologies, Inc.”, but the current HeyMarvin website footer identifies the company as Equafin Inc. This review uses the name shown on the live site.
Pricing
Marvin offers four tiers: Free, Starter, Pro, and Enterprise. The Free plan requires no credit card and includes 2 full seats, 5 file uploads per month, the AI Moderated Interviewer, the AI Notetaker, project-wide Ask AI, insight reports, and video clips. Starter, Pro, and Enterprise all require contacting sales for pricing; no public dollar figures are listed. Starter adds unlimited data ingestion, repository-wide Ask AI, and 50 viewer seats; Pro adds Agentic Ask AI, Deep Research, Marvin MCP and API access, and 40+ language translation; Enterprise adds unlimited viewer seats, Okta/SAML SSO, US or EU data residency, HIPAA compliance, and a dedicated customer success manager. Compliance and Salesforce add-ons are available for an extra cost on Pro and included on Enterprise.
* Disclaimer: Please note that pricing information may not be up to date. For the most accurate and current pricing details, refer to the official website.
Key Features
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Centralized knowledge hub for interviews, calls, tickets, and surveys
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AI Moderated Interviewer runs many participant sessions simultaneously
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Ask AI returns cited answers across one project or the full repository
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Deep Research produces thematic, hypothesis, and JTBD analysis
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Marvin MCP and API expose research context to external AI tools
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30+ native integrations spanning conferencing, CRM, and support tools
Use Cases
Centralizing scattered customer knowledge
Research and product teams pull interviews, call recordings, support tickets, and field notes into one searchable hub. This reduces duplicate research by letting anyone check what has already been learned before starting new studies.
Running interviews at scale with AI
Teams that need feedback from large participant pools use the AI Moderated Interviewer to run many conversations at once. Sessions are transcribed and tagged automatically, cutting the manual scheduling and note-taking load.
Cross-project synthesis with Ask AI
A product manager wants to know what users have said about a specific workflow across a year of studies. Ask AI answers the question in natural language and points back to the source quotes it used.
Building stakeholder-ready deliverables
Researchers trim video moments into highlight reels and assemble insight reports that update automatically as new data arrives. This gives executives and engineers direct evidence instead of a static slide deck.
Feeding verified context into AI workflows
Engineering and AI teams connect Marvin MCP or the import API to pull verified customer research into internal LLM applications. This avoids manual exports when building AI agents that need grounded context.
Strengths & Weaknesses
Strengths
The Free plan is a working product, not a time-limited trial, and needs no credit card.
Repository-wide Ask AI, available from the Starter tier, surfaces cited evidence across the whole knowledge base.
The integration footprint covers 30+ tools across conferencing, CRM, support, and design software.
Compliance is independently documented, including SOC 2 Type II, GDPR, HIPAA, and ISO 27001 and 42001.
Marvin MCP and API access let external AI agents query verified research context directly.
Weaknesses
No dollar pricing is published for Starter, Pro, or Enterprise; every paid tier requires a sales call.
The Free tier caps data ingestion at 5 file uploads a month, which limits it to very small projects.
Agentic Ask AI, Deep Research, MCP and API access, and custom branding are all gated behind the Pro tier.
SSO, HIPAA compliance, and automatic PII redaction sit behind a separate paid Compliance add-on below Enterprise.
Who Is This For?
UX and design researchers who need a dedicated repository for coding transcripts and managing usability studies.
Product managers who want fast access to past customer feedback before building or validating a roadmap.
Research operations and enterprise teams that need centralized governance, taxonomy control, and role-based access.
Customer-facing teams such as support and product marketing who want searchable customer knowledge outside formal research projects.
Frequently Asked Questions
What is Marvin used for?
Marvin stores, transcribes, tags, and synthesizes qualitative and quantitative customer feedback so teams can search and reuse past research instead of repeating it.
Is there a free plan, and what does it include?
Yes. The Free plan needs no credit card and includes 2 full seats, 5 file uploads per month, the AI Moderated Interviewer, AI Notetaker, and project-wide Ask AI.
How much do the paid plans cost?
Marvin does not publish dollar prices for Starter, Pro, or Enterprise. All three require contacting sales for a quote.
What does the Marvin MCP integration do?
Marvin MCP lets external AI tools and internal LLM applications query the Marvin knowledge hub directly using the Model Context Protocol. It is available from the Pro plan and up.
Does Marvin handle quantitative or survey data, not just interviews?
Yes. Marvin can import survey data from tools such as Qualtrics, SurveyMonkey, and Microsoft Forms, then visualize closed-ended responses as charts alongside qualitative notes.
What integrations does Marvin support?
Marvin connects to more than 30 tools, including Zoom, Microsoft Teams, Slack, Salesforce, Zendesk, Google Drive, Notion, Confluence, Figma, and Gong.
What security and compliance certifications does Marvin have?
Marvin is SOC 2 Type II audited and states compliance with GDPR, HIPAA, and ISO 27001 and 42001. SSO, data residency, and PII redaction are part of a separate Compliance add-on on Pro and are included on Enterprise.
Is there a learning curve to using Marvin effectively?
Getting consistent value depends on the team maintaining shared tagging and taxonomy habits, since AI synthesis quality relies on well-organized underlying data.
Can I migrate existing research data into Marvin?
Yes. Marvin supports bulk uploads and connects to tools such as Notion, Google Drive, and Confluence, and its team can assist with planning a migration.
Can non-paying stakeholders view Marvin’s research findings?
Yes. Viewer seats give read-only access to reports and dashboards, and researchers can also share standalone highlight reels and insight cards.
Marvin lists 30+ native integrations, including Zoom, Microsoft Teams, Slack, Salesforce, Zendesk, Google Drive, Notion, Confluence, Figma, Gong, Asana, and Miro, plus a Marvin MCP endpoint and an import API for custom connections. A dedicated Salesforce add-on offers deeper two-way sync and is available on Pro and included on Enterprise.