The people behind b.fwd

We’ve spent years working closely with customers, each from a different side: engineering, product and marketing.

Now we’re putting that experience into a simpler way for founders to test what’s worth building.

Ioana Serban

Ioana has spent more than 17 years in B2B marketing, mostly in enterprise software and SaaS, as a VP of Marketing, fractional CMO and advisor to international companies.

She has built marketing teams from scratch and led positioning, demand generation, product launches and entry into new markets. The idea for b.fwd grew out of a pattern she kept seeing: important product decisions being made before enough real customer evidence was available. She brought the first concept to the team and now shapes the product, positioning and go-to-market with the other founders.

Alongside b.fwd, she works with tech companies as a fractional CMO. Outside work, she loves bikes, kayaks, dogs and anything that gets her outdoors.

Anca Berca

Anca is a product manager, a job nobody in her family has ever managed to explain at Christmas dinner. Her mum tells people she works in IT. It's easier for everyone.

She's responsible for everything and in charge of nothing. If the product succeeds, engineering built it. If it fails, that was her roadmap.

She spends weeks interviewing users to understand their deepest needs. Their deepest need, it turns out, is dark mode.

She also mentors startup founders, mostly by telling them their idea is a feature, not a company.

Sorin Eugen

Sorin is a software and data engineer with more than 15 years in banking IT, where he works daily with SQL, Oracle and ETL systems. For about five years he has also been building a tournament platform for tennis players, shaping its data, rankings and competition logic.

More recently, he has built a benchmarking tool for integrated waste management across Romania's counties, and a product that turns founders' discovery-call recordings into evidence-backed verdicts.

He likes careful architecture, clear data models and software that solves real, everyday problems. Away from the keyboard, tennis is his favourite hobby and where he recharges.

Horia Berca

Horia has spent 20 years in enterprise software, and most of that time leading teams. He believes great software starts with people who feel trusted, challenged and looked after.

Software gets you from A to B, quickly, safely, without getting stuck. When it works, nobody notices. That’s the goal.

Outside of software, Horia’s curiosity wanders to design, hand-knotted rugs and cooking. A good system, a good rug and a good stew share one secret: patience, quality ingredients, no shortcuts.

We built b.fwd because we’ve been on both sides of the table.

Building products. Taking them to market. Talking to customers. Changing direction when the evidence says you should.