ProductPlan has acquired Winware.ai, an AI-native customer and market research platform, strengthening its position as a leading enterprise product management solution. The deal integrates agentic and generative AI-powered decision intelligence into ProductPlan's modules for strategy, prioritization, idea capture, roadmapping, and product launch, enabling teams to reduce risk and accelerate from idea to monetization with greater confidence.
Quick Intel
Strategic Acquisition Enhances Product Decision-Making ProductPlan, a trusted cloud-based platform for product lifecycle management, has acquired Winware.ai to incorporate advanced AI capabilities directly into its core offerings. This move addresses the growing need for certainty in product decisions amid rapid AI-driven changes, combining ProductPlan's established scale with Winware's agentic and generative AI to deliver actionable, first-party intelligence that reduces uncertainty across the development lifecycle.
Leadership Transition and Vision As part of the acquisition, Steven Cohn, founder and CEO of Winware.ai, takes on the role of CEO at ProductPlan. Cohn brings extensive experience in building enterprise platforms at the intersection of user research and product decisions, including founding Validately (acquired by UserZoom/UserTesting) and contributing to products acquired by TripAdvisor and LivingSocial.
"What product teams struggle with today isn't execution, it's certainty," said Cohn. "I built Winware around agentic and generative AI to bring first-party customer and market intelligence directly into product decisions. Bringing that capability into ProductPlan allows teams to plan and prioritize with confidence before decisions become commitments."
Expanded Capabilities for Product Teams Winware.ai's AI-native technology enables continuous, high-quality customer and market research, translating insights into direct outputs for planning, prioritization, positioning, and go-to-market strategies. By integrating these features, ProductPlan empowers teams to make data-informed choices that focus resources effectively and improve outcomes in a fast-paced environment.
"As product organizations adapt to a rapidly changing, AI-driven landscape, the demands placed on product teams have increased significantly," said Abdullah Ghuman, board member of ProductPlan and Vice President with Bow River Capital's Software Growth Equity Team. "Roadmaps remain essential, but teams now need deeper decision intelligence behind them. By combining ProductPlan's scale and trust with Winware's AI-powered, agentic intelligence, we're creating a platform that reduces product risk across the entire development lifecycle and helps teams move from idea to monetization with greater confidence and speed."
"Product teams are under more pressure than ever to move fast and stay focused. We've always been about helping them stay aligned and execute efficiently. Bringing Winware into the platform gives them a new intelligence layer that focuses resources on the right work and drives better outcomes," said Ben Jubenville, former President and CEO of ProductPlan, who transitions to a senior board and strategic advisory role.
Path to the Product Intelligence Platform The combined strengths position ProductPlan to evolve into a comprehensive Product Intelligence Platform—an AI-native system that guides teams on strategic direction, value creation, and competitive success. Winware's capabilities will roll out progressively, with full customer access expected in April 2026.
ProductPlan has supported more than 1,000 leading organizations globally since 2013, helping deliver on extensive roadmaps and initiatives while earning recognition as easiest to use and a category leader for enterprise on G2.
To learn more and receive early access to the Product Intelligence Platform, follow ProductPlan on LinkedIn.
About ProductPlan
ProductPlan is a market-leading, cloud-based product management platform trusted by more than 1,000 global organizations to guide critical product decisions at scale. Backed by Bow River Capital's Software Growth Equity Fund, ProductPlan helps product and business leaders align strategy, prioritize investments, and execute with confidence across the entire product lifecycle. Since 2013, ProductPlan has served enterprises and high-growth companies across technology, financial services, healthcare, and beyond with purpose-built capabilities for strategy, prioritization, idea capture, roadmapping, product launch, and now AI-powered product intelligence. ProductPlan enables teams to move faster, reduce risk, and turn decisions into durable outcomes and is rated Easiest to Use, and category leader for Enterprise on G2.
About Winware.ai
Winware.ai is an AI-native product and market intelligence platform that helps teams make higher-confidence decisions by capturing and operationalizing first-party customer and market insight. Built from the ground up with agentic and generative AI, Winware enables organizations to run continuous, high-quality research and translate insights directly into planning, prioritization, positioning, and go-to-market execution. Founded by Steven Cohn, a multi-time entrepreneur in enterprise product research and decision platforms, Winware was designed to solve a critical gap in modern product development: connecting real customer intelligence to the decisions that shape what gets built, funded, and launched. As part of ProductPlan, Winware serves as the intelligence layer powering the next generation of AI-driven product leadership.
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