ProductPlan

What ProductPlan does

ProductPlan is a Denver-based SaaS company, founded in 2013 and organized as a Delaware LLC, that provides product management software combining strategic roadmapping with AI-powered customer and market research. The platform enables product teams to build visual timeline roadmaps, prioritize initiatives using customizable scoring frameworks, manage multi-product portfolios, and coordinate launches across dependencies. Following the January 2026 acquisition of Winware.ai, ProductPlan repositioned around an AI-native Product Intelligence Platform that adds AI-moderated research surveys, automated synthesis of customer responses, and a Research Agent that answers natural-language questions about research data.

The product surface spans Strategic Roadmaps, Product Prioritization, Product Portfolios, the Product Intelligence Platform (including AI-Moderated Research Surveys and the Research Agent), a public API, and a Strategic Portfolio workspace. Underlying technology is built on cloud infrastructure with native integrations to Jira, Azure DevOps, GitHub, Slack, Microsoft Teams, Zapier, Salesforce, and LinkedIn, and serves 1,000+ customers globally with 120,000+ product managers having planned 23M+ initiatives and built 860K+ roadmaps. The company holds a 4.3/5 rating on G2 and reports 23% faster release cycles among customers.

Revenue is generated through tiered subscription SaaS contracts (Basic, Pro, Enterprise), billed annually, with editor licenses sold per user and viewer licenses bundled by tier (up to 20 for Basic/Pro; unlimited for Enterprise). Distribution combines enterprise field sales anchored on a "Book a Demo" CTA with self-service options for mid-market teams of 3 to 20+ PMs. Customers span six verticals (SaaS, Finance & Banking, Insurance, Retail & Manufacturing, Government & Nonprofits, Professional Services) and include Microsoft, Walmart, Lockheed Martin, Michelin, Medtronic, Boston Dynamics, Verifone, HubSpot, and others. The company is privately held with no disclosed VC/PE ownership; an undisclosed growth investment from Bow River Capital was reported in May 2022. The company is led by CEO Steven Cohn, founder of the acquired Winware.ai, following the January 2026 leadership transition.

Name

ProductPlan

Legal name

ProductPlan, LLC

Website

https://productplan.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

ProductPlan is a Denver-based SaaS platform that combines strategic roadmapping software with AI-powered customer and market research, serving 1,000+ enterprise and mid-market product teams across SaaS, finance, insurance, retail, government, and professional services.

Ownership category

akta.pro rank

Product category

Product Management Software

NAICS

Software Publishers (5132), Software Publishers (513210), Software Publishers (51321)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Marketing Automation Platforms & Services (BPAFAFAC)

Keywords

• Product roadmap software
• Product management platform
• Strategic roadmapping
• Product intelligence platform
• Portfolio launch management

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription Licenses: ProductPlan operates as a subscription-based SaaS platform. Customers pay recurring fees for access to the platform with editor and viewer licenses. Editor licenses are purchased per user, and pricing tiers include Basic, Pro, and Enterprise plans with different feature sets and license allocations. The SaaS Agreement references Order Forms specifying license numbers, Fees, and Term duration.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

ProductPlan sells a Product Intelligence Platform that combines visual strategic roadmapping software with AI-powered customer and market research, enabling product teams to plan initiatives, prioritize features using customer signals, manage multi-product portfolios, and execute milestone-based launches. The offering is delivered as a cloud-based SaaS subscription with Basic, Pro, and Enterprise tiers, sold per editor license with viewer licenses, and accessible globally via web and API.

Product overview

ProductPlan is a product management software platform that combines strategic roadmapping with AI-powered customer and market intelligence. The core offering consists of the Product Intelligence Platform (which includes AI-moderated research surveys, the Research Agent, and evidence-backed prioritization), Strategic Roadmaps (visual timeline roadmapping with native Jira integration), Product Prioritization (customizable scoring frameworks), and Product Portfolios (cross-product visibility and launch planning). The platform was enhanced in January 2026 through the acquisition of Winware.ai, an AI-native research platform, adding agentic and generative AI capabilities. ProductPlan also offers a public API for third-party integrations. The platform serves industries including SaaS, Finance & Banking, Insurance, Retail & Manufacturing, Government & Nonprofits, and Professional Services.

Differentiator

Problem solved

Functional benefit

Products and services

• Product Intelligence Platform AI-powered research and roadmap platform that connects customer and market intelligence directly to the product roadmap, enabling product teams to run AI-moderated surveys, synthesize responses automatically, and ground every priority in real customer evidence.
• Strategic Roadmaps Visual timeline roadmapping software that keeps engineering, product, and go-to-market teams aligned around one live, shareable plan with audience-specific views for leadership, engineering, and external stakeholders.
• Product Prioritization Customizable scoring framework that connects customer signals to roadmap priorities, featuring flexible prioritization frameworks, the ability to connect customer feedback to feature scoring, and stakeholder alignment tools surfacing tradeoffs.
• Product Portfolios Portfolio visibility across multiple products and teams with launch planning tools, cross-functional dependency tracking, and milestone-based launch planning for digital, operational, and physical releases.

Quantifiable outcome

• 23% faster release cycles
• +3 more outcomes

Named customers24 records

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability4 records

Feature6 records

Partnerships

One partnership is on record.

• Winware.aicoreStrategic or Co-development Partner · 12 January 2026ProductPlan acquired Winware.ai, an AI-native customer and market research platform, to create an AI-driven product intelligence platform. Winware's agentic and generative AI capabilities are being integrated into ProductPlan's platform with broader customer access planned for April 2026. This acquisition adds AI-powered decision intelligence to ProductPlan's existing roadmap capabilities.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Aha!: Product strategy and roadmapping suite (Aha! Roadmaps, Aha! Ideas, Aha! Develop) used by product organizations. Direct competitor with overlapping roadmap, prioritization, and idea-management capabilities aimed at enterprise PMOs.
• Productboard: Product management platform focused on prioritization, customer insights, and roadmapping for product teams. Closest direct competitor to ProductPlan, targeting similar enterprise and mid-market PM personas with a customer-feedback-driven prioritization workflow.
• airfocus: Modular product management platform combining prioritization frameworks, roadmaps, and portals. Closely comparable feature set to ProductPlan with emphasis on customizable prioritization and stakeholder views.
• Craft.io: Product management platform for delivery-focused product teams, covering roadmaps, backlogs, and customer feedback. Direct peer in the dedicated PM-tool category competing for mid-market and enterprise product orgs.
• Roadmunk (TEM Roadmaps): Roadmap management tool offering timeline and swimlane roadmaps with prioritization views. Direct comparable in the dedicated roadmap-software category, serving product and IT planning teams.

Emerging players

• Height: AI-native project and product management tool. Emerging competitor bringing generative-AI-native planning workflows that intersect with ProductPlan's Winware.ai-augmented roadmap capabilities.
• Pendo: Product analytics and user-feedback platform adjacent to ProductPlan's customer-intelligence layer. Overlaps in evidence-driven prioritization and roadmap input, though its primary wedge is in-app analytics.
• Notion: All-in-one workspace that teams frequently use for lightweight product roadmaps, wikis, and specs. Not a direct PM-tool peer but commonly substitutes for dedicated roadmapping tools at smaller teams, representing a bottom-up PLG threat.

Broad incumbents

• Asana: Publicly traded work-management platform with portfolio, timeline, and goal-tracking features. Broad incumbent whose portfolio/timeline views overlap with ProductPlan's Strategic Portfolio and Strategic Roadmaps for cross-team planning.
• Atlassian (Jira Product Management / Jira Product Discovery): Large, publicly traded work-management and software-development platform with Jira Product Discovery extending into PM prioritization. Competes via its massive dev-installed base and bundled workflow, representing a broad incumbent challenge to ProductPlan.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/productplan
• Facebookfacebook.com/productplan
• LinkedInlinkedin.com/company/productplan

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ProductPlan