ProdPad
ProdPad is a London-based SaaS platform that provides product management software — including AI-powered CoPilot, idea management, feedback, OKRs, and Now-Next-Later roadmaps — to product managers, product leaders, and product operations teams at mid-market and enterprise organizations worldwide.
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What ProdPad does
ProdPad, operated by UK-registered CreateShift Limited and headquartered in London, is a horizontal SaaS product management platform founded in 2012 by Janna Bastow and Simon Cast. The platform covers the full product lifecycle through six core modules: Lean Product Roadmaps (built around the co-founders' Now-Next-Later framework), Idea Management, Feedback Management, OKRs, Reporting, and Team Collaboration. AI capabilities were layered on in 2024 with CoPilot PM (an AI assistant built on OpenAI's API combined with ProdPad's proprietary product management data model) and Signals (AI-driven feedback theme detection), and in the same period the company launched a Model Context Protocol server to enable agentic access to ProdPad data. The platform integrates two-way with development tools (Jira, Azure DevOps, GitHub, Linear), communication suites (Slack, Microsoft Teams, Confluence), CRM (Salesforce), and customer support systems (Intercom).
The product is sold via a modular, per-seat subscription with unlimited free contributor/reviewer seats, a self-serve free trial (no credit card, 7+ days extendable to 30+), a pre-loaded Sandbox environment, and an Enterprise tier with SSO, compliance documentation and custom multi-year contracts. Go-to-market combines product-led self-serve for mid-market with inside sales for enterprise, and is supported by a content-and-community engine anchored on Mind the Product, the world's largest product management community co-founded by the same founders, plus the 'Outcome' newsletter reaching 60,000+ subscribers monthly. Customer base is reported as '1,000+ product people globally' and includes named enterprise logos across multiple sectors (Wiley, Indeed, Autodesk, Ordnance Survey, Target, NBC Universal, Fastenal, UK Department for Work and Pensions, NHS) alongside mid-market and startup accounts.
ProdPad is privately held, shows no disclosed funding rounds or institutional investors in the available data, and operates with 11-50 employees. The company is SOC 2 certified, GDPR compliant, and Cyber Essentials certified, supporting its enterprise sales motion. Recent product investment has been concentrated in AI features and protocol-level extensibility (MCP), while the leadership team has been broadened with CMO, CCO, and Heads of Customer Success and Product & Design appointments beyond the two founders.
ProdPad firmographics
Firmographics- Name
- ProdPad
- Legal name
- CreateShift Limited
- Website
- https://prodpad.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ProdPad is a London-based SaaS platform that provides product management software — including AI-powered CoPilot, idea management, feedback, OKRs, and Now-Next-Later roadmaps — to product managers, product leaders, and product operations teams at mid-market and enterprise organizations worldwide.
- Ownership category
- akta.pro rank
ProdPad industry classification
Industry- Product category
- Product Management Software
- NAICS
- Software Publishers (513210), Software Publishers (5132), Software Publishers (51321), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)
Keywords
Where ProdPad is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
ProdPad business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription SaaS: Modular SaaS subscription with selectable modules. Annual pricing offers 20% discount vs monthly. Credit card payments via Recurly, with invoicing options for enterprise.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Modular Platform - Core |
| Freemium | Monthly | Free Reviewer Seats |
| Subscription | Multi-year contract | Enterprise |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels11 records
ProdPad product offering
Product offeringCore offering
ProdPad sells a modular SaaS product management platform that supports the complete product journey—from capturing ideas and customer feedback, to prioritizing with evidence, building outcome-based Now-Next-Later roadmaps, managing OKRs, and pushing work to delivery tools via two-way integrations. The platform includes an AI CoPilot (built on OpenAI's API combined with ProdPad's product management data model), AI-powered Signals for customer feedback theme detection, and unlimited free contributor/reviewer seats, sold on annual or monthly subscriptions with custom enterprise pricing.
Product overview
ProdPad is a unified product management platform that connects strategy to execution across the full product lifecycle. The platform combines six core modules: Lean Product Roadmaps (featuring the Now-Next-Later framework invented by ProdPad's co-founders), Idea Management (with the Idea Canvas and workflow stages), Feedback Management (with AI-powered Signals for theme detection), OKRs/Objectives, Reporting, and Team Collaboration. AI CoPilot PM is built into the platform, using OpenAI's API combined with ProdPad's data model to provide drafting, coaching, and context-aware answers. The platform integrates with development tools (Jira, Azure DevOps, GitHub, Linear), communication platforms (Slack, Teams, Confluence), CRM (Salesforce), and customer support systems, with unlimited free contributor seats for stakeholders.
Differentiator
Problem solved
Functional benefit
Products and services
- Lean Product Roadmaps Outcome-focused product roadmap module using the Now-Next-Later format, allowing product leaders to share the right view with the right stakeholder while initiatives link to underlying objectives and ideas.
- Idea Management Centralized idea management module with an Idea Canvas for validation, impact scoring, and workflow stages that progress ideas from raw to ready, linking every idea to its supporting customer feedback.
- Customer Feedback Management Customer feedback module that aggregates feedback from Slack, Salesforce, email, customer portals, and integrates with Intercom and Uservoice, linking each feedback item to the ideas it informs.
- Product Portfolio Management Portfolio-level module that tracks progress across all products and product lines with strategic canvas and OKR management tools for product leaders managing multiple product lines.
- Reporting Reporting module that delivers dashboards on idea flow, feedback volume, roadmap progress, and objective health, including efficiency, strategy, feedback, objective, user, and portfolio reports.
- AI CoPilot (CoPilot PM) AI product management assistant built on OpenAI's API and ProdPad's product management data model that drafts specs, generates initiatives and key results, synthesizes feedback, surfaces themes, and answers product questions using live workspace data.
- Objectives and Key Results (OKRs) Built-in OKR management module that links objectives directly to roadmap initiatives, sets target outcomes before building, and tracks actual results against targets with on-track, behind, or at-risk statuses.
- Product Backlog Workflow Workflow module that breaks ideas into three phases — discovery, delivery, and launch — with preset or custom filters for moving ideas through each stage.
- Team Collaboration Collaboration module with real-time discussions, contextual voting (Yes/No/Maybe), data conflict alerts, and customizable notifications that sync with Slack and email.
- Automations Code-free automation module that propagates changes across linked items in the hierarchy and automates actions as ideas progress through workflow stages.
- Signals AI-powered feedback analysis capability that automatically surfaces themes from customer feedback, ranked daily by volume, with drill-down to see the underlying feedback.
Quantifiable outcome
- Eliminate separate slide decks, spreadsheets, and comment threads for product work
- +1 more outcomes
Companies that use ProdPad
Customer profileNamed customers25 records
Segments3 records
Ideal customer profiles3 records
ProdPad technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration23 records
AI capability5 records
Feature6 records
ProdPad partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core.
- JiracoreTwo-way sync integration with Jira. Push ideas and user stories directly to JIRA with custom field mapping and 2-way issue status syncing. Primary development tool integration for product teams.
- Azure DevOpscoreSend completed ideas and user stories, keep track of product development. Two-way status syncing.
- GitHubcorePush ideas and user stories from ProdPad to GitHub. Also works with Waffle.io and Zenhub.
- SlackcoreCapture ideas from team, pipe in customer feedback, search backlog without leaving Slack. Game-changing integration for quick sharing and feedback.
- Microsoft TeamscoreTeam sharing ideas, submitting feedback, adding comments in ProdPad without leaving Teams.
- SalesforcecoreImprove product discovery by synchronizing ProdPad with Salesforce CRM data.
- LinearcorePlan with ProdPad, push to Linear for delivery. Clear separation of spaces for strategy and execution, connected for full alignment.
- IntercomcoreSend customer feedback directly to product team and identify opportunities for product success.
- ConfluencecoreShare roadmaps, gather feedback directly from Confluence to keep all team on same page.
- ZapiercoreUnlimited Zapier integrations to customize workflow with 1000+ third-party apps.
- SAML Single Sign-OncoreEnterprise SSO with SAML services such as OneLogin or Okta for team onboarding.
- Active Directory Federated ServicecoreUse ADFS services to manage team logins and access rights for enterprise.
- ProdPad MCP ServercoreModel Context Protocol server enabling agentic product workflows. Transform product management organization with AI agent integration.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
ProdPad competitors and assessment
Company assessmentDirect peers
- Roadmunk (Tempo): Roadmunk, now part of Tempo, provides product roadmapping software with timeline and swimlane views. It directly overlaps with ProdPad's Lean Product Roadmaps module and serves similar product leader buyers.
- Productboard: Productboard is a leading product management platform offering prioritization, roadmaps, and feedback portals. It directly competes with ProdPad across the same product manager and product leader personas, with similar subscription pricing and enterprise tier.
- Aha!: Aha! provides product management and product strategy software, including roadmaps, ideas, and portals. It targets the same product leader buyers as ProdPad and overlaps heavily in prioritization and roadmap functionality.
- ProductPlan: ProductPlan is a dedicated roadmapping platform for product managers. It competes with ProdPad's flagship Now-Next-Later roadmap and broader roadmap module, focusing on visualization and stakeholder communication.
- airfocus: airfocus offers product management software for prioritization, roadmaps, and feedback. It targets the same PM personas with a modular approach comparable to ProdPad's modular pricing and PLG motion.
- Craft.io: Craft.io delivers product management software for prioritization, roadmaps, and delivery. It is a direct competitor in the same SMB/mid-market product management category with comparable scope to ProdPad.
Broad incumbents
- Atlassian (Jira Product Discovery): Atlassian is a broad software platform whose Jira Product Discovery product challenges ProdPad at the discovery-and-prioritization tier. As a much larger incumbent with deep Jira-installed base, it benefits from distribution ProdPad cannot match.
- Pendo: Pendo is an established product experience platform combining product analytics, in-app guidance, and feedback. It competes in the wider product management and feedback category and has much broader resources than ProdPad.
Emerging players
- Canny: Canny is a lightweight customer feedback and feature request platform popular with SaaS product teams. It overlaps with ProdPad's Feedback Management module on the small/mid-market segment and is a frequent switch-out or switch-in candidate.
- UserVoice: UserVoice provides feedback management and ideation tooling for B2B product teams. It overlaps with ProdPad's Signals and feedback module, especially on the customer-support-to-product feedback workflow (UserVoice is one of ProdPad's integration partners).
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
ProdPad social profiles
Digital presenceProdPad financial estimates
Financial estimateRevenue estimate
Valuation estimate
ProdPad leadership team
Management profileNumber of profiles
Profiles7 records
ProdPad funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ProdPad 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 ProdPad
What does ProdPad do?
ProdPad sells a modular SaaS product management platform that supports the complete product journey—from capturing ideas and customer feedback, to prioritizing with evidence, building outcome-based Now-Next-Later roadmaps, managing OKRs, and pushing work to delivery tools via two-way integrations. The platform includes an AI CoPilot (built on OpenAI's API combined with ProdPad's product management data model), AI-powered Signals for customer feedback theme detection, and unlimited free contributor/reviewer seats, sold on annual or monthly subscriptions with custom enterprise pricing.
Is ProdPad a public or private company?
ProdPad is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ProdPad founded?
ProdPad was founded in 2012. It employs 11 to 50 people.
Where is ProdPad based?
ProdPad is headquartered in London, United Kingdom, in the Europe region.
How does ProdPad make money?
One revenue line is on record: subscription SaaS.
Who are ProdPad's main competitors?
Direct peers on record are Roadmunk (Tempo), Productboard, Aha!, ProductPlan, airfocus and Craft.io. Broad incumbents are Atlassian (Jira Product Discovery) and Pendo. Emerging players are Canny and UserVoice.
Does ProdPad have an API?
Yes. ProdPad offers an API with custom web hooks for connecting with third-party applications. The API is used to extend ProdPad's functionality and integrate with other tools. Additionally, ProdPad MCP (Model Context Protocol) is available for creating agentic product workflows and connecting strategy to outcomes, enabling AI agents to interact with ProdPad's product management data. Developer documentation is at www.prodpad.com/integrations/rest-api-webhooks.
What industry is ProdPad in?
ProdPad's product category is Product Management Software. Its primary akta.pro industry code is CRAFAIAB, Software/SaaS Subscriptions (Consumer & Prosumer). Its NAICS code is 513210 and its SIC code is 7372.