ProductPlan has acquired Winware.ai, an AI-native customer and market research platform, to add agentic and generative AI–powered decision intelligence to its product lifecycle management and roadmapping software.
The deal expands ProductPlan’s suite of modules for strategy, prioritization, idea capture, roadmapping, and product launch by embedding first-party voice-of-customer and voice-of-market insights directly into product planning workflows. The combined offering is being positioned as a “Product Intelligence Platform” intended to help teams decide what to build, why it matters, and how to compete—aiming to reduce product risk and speed the path from idea to monetization.
As part of the transaction, Winware founder and CEO Steven Cohn has been appointed CEO of ProductPlan. Former ProductPlan President and CEO Ben Jubenville will transition into a senior board and strategic advisory role.
ProductPlan said it serves more than 1,000 organizations globally and that customers have delivered more than 860,000 roadmaps and 23 million strategic initiatives in the platform since 2013. The company is backed by Bow River Capital’s Software Growth Equity Fund.
Integration of Winware’s capabilities into ProductPlan is expected to roll out over the coming months, with broader customer access to the new Product Intelligence Platform planned for April 2026.
KEY QUOTES:
“What product teams struggle with today isn’t execution, it’s certainty. 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.”
Steven Cohn, CEO, ProductPlan; Founder and CEO, Winware.ai
“As product organizations adapt to a rapidly changing, AI-driven landscape, the demands placed on product teams have increased significantly. 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.”
Abdullah Ghuman, Board Member, ProductPlan; Vice President, Bow River Capital Software Growth Equity Team
“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.”
Ben Jubenville, Former President and CEO, ProductPlan
