Winware
Winware is an AI-native B2B customer and market research platform that recruits LinkedIn-verified participants, runs AI-moderated studies, and synthesizes buyer feedback into actionable messaging and product insights for product marketing teams and CMOs.
- Company typePrivate
- Founded2022
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Winware does
Winware (legal entity B601 Labs, Inc.) is an AI-native customer and market research platform that helps B2B product and marketing teams validate messaging, positioning, and product-market fit using LinkedIn-verified professional respondents. Founded in 2022 by Steven Cohn and headquartered in New York, the platform recruits qualified participants through LinkedIn authentication, runs AI-moderated research studies in which agentic AI automatically asks real-time follow-up questions, and synthesizes qualitative feedback into actionable summaries and content recommendations via CustomerGPT and a Recommendation Agent. Underlying capabilities span text, video, and structured data modalities, with a proprietary AI Moderator, AI Researcher, Research Agent, and content-generation stack that turns raw buyer input into messaging, sales enablement, and product-decision outputs in 48-72 hours versus weeks for traditional research.
The business operates on a hybrid monetization model: usage-based pay-as-you-go participant fees ($50-$160 per respondent depending on tier), a $399/month ($4,788/year) Always-On subscription that includes 24 AI-moderated tests and discounted respondent rates, and an Enterprise tier offering SSO via SAML, custom terms, and invoice billing. Go-to-market combines product-led growth (free trial at app.winware.ai with BYO participants) with sales-assisted enterprise motion. Customer segments span B2B Decision Leaders (C-Suite, VPs, Directors), B2B Individual Contributors, and Consumer profiles. In January 2026, Winware was acquired by ProductPlan to create an AI-driven product intelligence platform; founder Steven Cohn was appointed CEO of ProductPlan, and Winware's AI capabilities are being integrated with broader customer access planned for April 2026. Prior to acquisition, the company raised a $3M pre-seed round in 2025 led by Oceans Ventures with notable individual investors including Jeff Epstein (Bessemer), Satya Patel (Homebrew), and Jon Kaplan (former Pinterest CRO).
Winware firmographics
Firmographics- Name
- Winware
- Legal name
- B601 Labs, Inc.
- Website
- https://winware.ai
- Company type
- Private
- Founded year
- 2022
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- Winware is an AI-native B2B customer and market research platform that recruits LinkedIn-verified participants, runs AI-moderated studies, and synthesizes buyer feedback into actionable messaging and product insights for product marketing teams and CMOs.
- Ownership category
- akta.pro rank
Winware industry classification
Industry- Product category
- AI-Native Market Research Software
- NAICS
- Computer Systems Design and Related Services (54151)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA)
Keywords
Where Winware is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Winware business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Software Platform Subscription: Annual or pay-as-you-go subscription for platform access. Annual subscription at $4,788/year ($399/month). Includes unlimited user seats and AI agents.
- Research Participant Recruitment: Per-respondent fees for recruiting LinkedIn-verified participants. B2B Decision Leaders: $160/respondent (pay-as-you-go) or $125/respondent (always-on). B2B ICs: $90 or $75/respondent. Consumer: $60 or $50/respondent.
- Always-On Research: Subscription model with 24 AI-moderated tests/year plus discounted participant rates. Includes full-service support with dedicated research expert.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Pay-as-you-go Research - Flexible per-response pricing |
| Subscription | Annual | Always-On Research - Subscription with volume discounts |
| Subscription | Annual | Enterprise - Custom terms and SSO |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Winware product offering
Product offeringCore offering
Winware is an AI-native customer and market research platform that recruits LinkedIn-verified B2B participants, runs AI-moderated research studies with real-time follow-up questioning, and synthesizes buyer feedback into actionable insights, messaging recommendations, and sales enablement content for B2B product and marketing teams. The platform supports both self-serve onboarding with bring-your-own participants and full-service always-on research subscriptions.
Product overview
Winware is an AI-native customer and market research platform that helps B2B companies validate messaging, positioning, and product-market fit. The core Winware Platform enables teams to recruit LinkedIn-verified B2B decision leaders, run AI-moderated research studies, and synthesize feedback into actionable insights. The platform includes AI-powered features: AI Moderator/AI Researcher for conducting automated interviews with follow-up questions, CustomerGPT as a built-in GenAI assistant for distilling feedback and generating content, Research Agent for synthesizing buyer input, and Recommendation Agent for suggesting messaging improvements. Additional features include Video Content in Campaigns for feedback on demo videos and Shareable URLs for campaign tracking. The Winware LinkedIn-Verified Panel is an add-on service for recruiting verified B2B participants.
Differentiator
Problem solved
Functional benefit
Brands
- AI Researcher: AI researcher feature that automatically asks follow-up questions in real time to clarify text-based answers and provide actionable insights.
- CustomerGPT
Products and services
- Winware Platform AI-native customer and market research platform that recruits LinkedIn-verified B2B participants, runs AI-moderated research studies, and synthesizes feedback into actionable insights for product and marketing teams. Offered via self-serve free trial and enterprise subscription.
- Winware LinkedIn-Verified Panel Expert network service that sources B2B participants verified through LinkedIn authentication, providing access to C-Suite, VPs, Directors, and Individual Contributors for research studies. Priced per respondent with discounts for Always-On Research subscribers.
- Always-On Research Subscription Annual subscription including 24 AI-moderated research tests per year, full-service support with a dedicated research expert, unlimited user seats and AI agents, and discounted participant recruitment rates. Designed for teams running continuous buyer research.
Quantifiable outcome
- 54% improvement in homepage conversion rate for customers
- +4 more outcomes
Companies that use Winware
Customer profileNamed customers13 records
Segments5 records
Ideal customer profiles2 records
Winware technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability7 records
Feature5 records
Winware partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ProductPlanflagshipProductPlan acquired Winware.ai on January 12, 2026 to create an AI-driven Product Intelligence Platform. Winware founder Steven Cohn appointed CEO of ProductPlan. Winware's agentic and generative AI capabilities will be integrated into ProductPlan's roadmap platform with broader customer access planned for April 2026.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Winware competitors and assessment
Company assessmentBroad incumbents
- UserTesting: Largest human insight platform offering unmoderated and moderated user research with a large participant panel. Closest incumbent to Winware's audience-recruitment + research offering, with broader enterprise footprint but less LinkedIn-verified B2B specialization.
- Qualtrics: SAP-owned experience management platform covering surveys, research, and analytics at enterprise scale. Broad incumbent to Winware's research and insights offering with deeper enterprise distribution but heavier implementation footprint.
- UserZoom: Enterprise user-research platform (now merged with UserTesting) serving large enterprises with moderated and unmoderated testing. Overlaps with Winware's audience-recruitment and research use cases at the enterprise tier.
Direct peers
- Dovetail: Customer research and insights platform that aggregates user interviews, surveys, and feedback into searchable, AI-summarized themes. Comparable to Winware's synthesis layer (CustomerGPT) and research-analysis workflow.
- Great Question: Customer research platform purpose-built for product and design teams, combining panel access, interview scheduling, and insight repositories. Direct comparable to Winware's B2B audience research + AI synthesis positioning.
- Maze: AI-augmented product research platform serving product and UX teams with rapid testing and insights. Direct peer to Winware's research + synthesis workflow, with overlap in AI-driven feedback analysis.
- Sprig: AI-native in-product research and feedback platform targeting product teams. Direct peer to Winware with overlapping AI-driven interview, survey, and synthesis capabilities aimed at product/marketing leaders.
- Discuss.io: Enterprise market-research platform specializing in B2B focus groups, IDIs, and panel management. Direct comparable to Winware's B2B recruitment + research workflow, especially for hard-to-reach enterprise buyers.
- Glimpse: AI-powered market-research platform delivering trend and consumer-insight reports on demand. Adjacent comparable to Winware's AI synthesis and B2B buyer-feedback automation.
- Helio: Feature-prioritization and user-feedback platform that recruits targeted participants for concept and prototype tests. Direct peer to Winware's product-research use case with comparable B2B recruitment + AI insight layer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Winware social profiles
Digital presenceWinware compliance and trust
Trust signalCompliance2 records
Winware financial estimates
Financial estimateRevenue estimate
Valuation estimate
Winware leadership team
Management profileNumber of profiles
Profiles6 records
Winware funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Winware M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Winware
What does Winware do?
Winware is an AI-native customer and market research platform that recruits LinkedIn-verified B2B participants, runs AI-moderated research studies with real-time follow-up questioning, and synthesizes buyer feedback into actionable insights, messaging recommendations, and sales enablement content for B2B product and marketing teams. The platform supports both self-serve onboarding with bring-your-own participants and full-service always-on research subscriptions.
Is Winware a public or private company?
Winware is a private company. It is classified as corporate owned and is currently acquired.
When was Winware founded?
Winware was founded in 2022. It employs 1 to 10 people.
Where is Winware based?
Winware is headquartered in New York, United States, in the North America region.
How does Winware make money?
Three revenue lines are on record. Software Platform Subscription is the primary driver. The others are research Participant Recruitment and always-On Research.
Who are Winware's main competitors?
Broad incumbents on record are UserTesting, Qualtrics and UserZoom. Direct peers are Dovetail, Great Question, Maze, Sprig, Discuss.io, Glimpse and Helio.
Does Winware have an API?
No public API is recorded for Winware.
What industry is Winware in?
Winware's product category is AI-Native Market Research Software. Its primary akta.pro industry code is BPAFAKAA, B2B Demand Generation & Lead Nurture Agencies. Its NAICS code is 54151 and its SIC code is 7372.