Miro acquires Reforge to boost AI product strategy

Miro has agreed to acquire Reforge, bringing the company's team, learning platform and product development tools into Miro.

The deal addresses a common challenge for companies adopting artificial intelligence in product development: deciding what to build, not just how to build software faster. Miro aims to combine its collaborative workspace with Reforge's training, frameworks and software for product teams.

Reforge Learning will continue to operate separately, and its course material will remain independent and vendor-neutral. The acquisition also reshapes Miro's leadership team: Reforge founder and chief executive Brian Balfour will become chief growth officer, while Reforge chief operating officer Tom Willerer will become chief strategy officer.

Strategic focus

Miro is best known for its online visual collaboration software, used by teams for planning, design and product work. It says it serves more than 100 million users across 250,000 customers and employs more than 1,600 people in 14 hubs.

Reforge has built its business around training and tools for product, growth and marketing teams. Its customers include Workday, Xero, SAP, Mastercard and Netflix, and its learning community has grown to more than 100,000 alumni.

The acquisition suggests Miro wants to expand its role in product development as artificial intelligence reshapes how companies research, test and deliver new products. Rather than stopping at collaboration software, it is moving further into training, guidance and decision support for teams working out how to apply AI in practice.

That reflects a broader shift in the software market, where vendors are trying to connect workplace tools with the expertise and workflows that shape business decisions. In product organisations, that means linking idea generation and planning more closely with customer research, prototyping and evaluation.

Reforge's products target that earlier stage of the process. According to the company, its software includes tools for synthesising customer feedback, running AI-driven surveys and interviews, and creating prototypes before engineering teams commit resources.

Leadership changes

For Miro, adding Reforge's senior leadership brings in executives with backgrounds in growth, product strategy and operator training. Appointing Balfour as chief growth officer and Willerer as chief strategy officer suggests the deal is about more than software assets; it also points to a broader strategic direction.

Andrey Khusid, Miro's founder and chief executive, framed the deal as being as much about product judgment as product speed.

"The biggest opportunity ahead isn't just moving faster-it's moving faster in the right direction. Teams need support in accelerating what to build and the decision-making during that critical phase of work. Reforge has been instrumental in helping teams learn from the best in the industry and sharpen their product and growth skills. The combination of Miro and Reforge will help organisations to transform towards AI-enabled innovation faster," he said.

Balfour said Reforge had spent the past few years responding to changes in how product teams work with artificial intelligence.

"A couple of years ago, we saw that AI was changing not just the tools product teams use, but the skills and judgment they need to succeed. Teams that once relied on intuition and experience now need fluency in AI prototyping, evals, and strategy. We built Reforge to close that gap. Joining Miro lets us do it faster and at a much bigger scale than we could reach on our own," he said.

He also pointed to the scale of Reforge's community and how the business has evolved beyond training.

"What started as a single course has grown into a community of over 100,000 alumni and a suite of products used by product teams everywhere. That growth reflects how much the work of building products has changed. Teams need new frameworks, new skills, and better tools to keep up. Joining Miro gives our community and our products the scale to help far more of them do that," Balfour said.

Market context

The move comes as software companies race to define their place in AI-led workplace transformation. Much of the attention has focused on coding assistants and automation tools, but companies are also under pressure to improve the quality of decisions made before software is built.

Reforge has positioned itself in that part of the market, using training and structured methods to help teams assess customer problems, test concepts and refine strategy. By acquiring the business, Miro is adding that layer of decision-making support to its existing collaboration offering.

For customers, the immediate effect is likely to be continuity in Reforge's learning business alongside closer integration of its tools and personnel with Miro. Reforge Learning will remain a separate entity, while its wider platform and team move under Miro's ownership.