ProductPlan
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.
- Company typePrivate
- Founded2013
- HeadquartersDenver, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
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.
ProductPlan firmographics
Firmographics- 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
ProductPlan industry classification
Industry- 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
Where ProductPlan is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ProductPlan business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise Plan with unlimited viewer licenses |
| Subscription | Annual | Pro Plan with up to 20 viewer licenses included |
| Subscription | Annual | Basic Plan with up to 20 viewer licenses included |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
ProductPlan product offering
Product offeringCore 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
Companies that use ProductPlan
Customer profileNamed customers24 records
Segments6 records
Ideal customer profiles2 records
ProductPlan technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability4 records
Feature6 records
ProductPlan partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Winware.aicoreProductPlan 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
ProductPlan competitors and assessment
Company assessmentDirect 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
ProductPlan social profiles
Digital presenceProductPlan compliance and trust
Trust signalCompliance1 record
ProductPlan financial estimates
Financial estimateRevenue estimate
Valuation estimate
ProductPlan leadership team
Management profileNumber of profiles
Profiles4 records
ProductPlan subsidiaries and ownership
Company hierarchySubsidiaries1 record
ProductPlan funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ProductPlan M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ProductPlan
What does ProductPlan do?
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.
Is ProductPlan a public or private company?
ProductPlan is a private company. It is classified as unknown and is currently operating.
When was ProductPlan founded?
ProductPlan was founded in 2013. It employs 51 to 100 people.
Where is ProductPlan based?
ProductPlan is headquartered in Denver, United States, in the North America region.
How does ProductPlan make money?
One revenue line is on record: saaS Subscription Licenses.
Who are ProductPlan's main competitors?
Direct peers on record are Aha!, Productboard, airfocus, Craft.io and Roadmunk (TEM Roadmaps). Emerging players are Height, Pendo and Notion. Broad incumbents are Asana and Atlassian (Jira Product Management / Jira Product Discovery).
Does ProductPlan have an API?
Yes. ProductPlan offers a public API that allows teams to connect to other tools in their existing workflow. Through the API, teams can integrate with third-party platforms, applications, or services. The API documentation is available at https://productplan.readme.io/reference/overview and https://docs.productplan.com/api/#/. The API enables connectivity with tools like Jira for native integration, allowing dependencies, priorities, and timelines to stay aligned automatically. Developer documentation is at productplan.readme.io/reference/overview.
What industry is ProductPlan in?
ProductPlan's product category is Product Management Software. Its primary akta.pro industry code is BPAFAFAC, Marketing Automation Platforms & Services. Its NAICS code is 5132 and its SIC code is 7372.