Startups > Productboard

Productboard

Productboard helps product teams prioritize what to build using unified customer feedback.

Series D $262M total Founded 2014 San Francisco, California

Productboard is a product management system that unifies customer feedback from multiple sources, enabling teams to prioritize development work based on specific user needs. The platform provides roadmap management, idea management, feedback consolidation, and user personas—with a core strength in creating audience-specific roadmap views for team alignment. Over 6,000 companies including Zoom, Microsoft, and Salesforce use it to connect customer insights directly to product strategy. Recently launched Productboard Spark, an AI-powered product agent that automates workflows from customer discovery through launch orchestration.

Problem solved

Product teams struggle to connect fragmented customer feedback across sources to actual development priorities, leading to misaligned roadmaps and wasted engineering capacity.

Target customer

Mid-market B2B SaaS companies with 50-200 employees and $10M-50M in revenue; product teams at enterprises like Salesforce, Microsoft, and Zoom.

Website LinkedIn Crunchbase

Founders

Hubert Palan

Founder & CEO

Previously worked at GoodData; conceived Productboard in 2013 while managing visa constraints, left GoodData in November 2013 to pursue the startup full-time.

Daniel Hejl

Co-Founder & CTO

Connected with Palan via LinkedIn after seeing startup posts on social media; joined as technical co-founder to build the platform.

Funding history

Convertible Note $400K April 2015 Led by Unknown · Unknown

Series A $8M July 2018 Led by Unknown · Unknown

Series A Expansion $10M February 2019 Led by Index Ventures · Unknown

Series B $45M January 2020 Led by Unknown · Unknown

Series C Unknown April 2021 Led by Tiger Global Management · Unknown

Series D $125M February 2022 Led by Dragoneer Investment Group, Tiger Global · Bessemer Venture Partners, Sequoia Capital, Kleiner Perkins, Index Ventures, Credo Ventures

Total raised: $262M

Industries

Product Management Consumer Research Product Research

Pricing

Freemium model with per-maker pricing. Free Starter plan (50 feedback notes, 1 Teamspace). Essentials at $19-25/maker/month. Pro at $59/maker/month (most common upgrade). Scale plan at $100/month. Enterprise with custom pricing. Productboard Spark AI add-on at $19/month annually with 250 credits per maker.

Notable customers

Zoom, British Airways, Cartier, Korn Ferry, Microsoft, Salesforce, Autodesk, Meltwater, Sprout Social, Kentico Cloud

Website

productboard.com/

Competitors

Asana

Broader work management and productivity platform with user-friendly interface; less specialized for product management and feedback consolidation.

Atlassian

Developer-focused collaboration and issue-tracking platform; offers phone support but lacks Productboard's customer feedback unification and in-person training capabilities.

Smartsheet

General-purpose project and work management tool; less specialized for product strategy and customer feedback workflows.

Airtable

No-code database and workflow automation platform; more flexible but requires more setup and customization for product management use cases.

airfocus

Specialized product roadmap and prioritization tool; smaller footprint with less emphasis on feedback consolidation from external sources.

Why this matters: Productboard has become the de facto standard for product feedback consolidation in mid-market SaaS, raising $262M at a $1.725B valuation and attracting enterprise customers like Microsoft and Salesforce. The company's October 2025 launch of Productboard Spark signals a major shift toward AI-driven product management automation, positioning it as a category leader as the space evolves from manual prioritization to agent-assisted workflows.

Best for: Product teams at mid-market and enterprise SaaS companies who need to consolidate customer feedback into prioritized roadmaps and communicate aligned product strategy across organizations.

Use cases

Feedback Consolidation and Prioritization

Product managers at companies like Zoom collect feature requests from support tickets, user interviews, NPS surveys, and sales calls—all fragmented across tools. Productboard unifies this feedback, tags it by customer segment and use case, and surfaces the highest-impact features. This eliminates the manual spreadsheet work and enables data-driven prioritization.

Audience-Specific Roadmap Communication

A B2B SaaS company with enterprise, SMB, and self-serve customer segments needs to show different roadmap views to different stakeholders. Productboard's ability to create multiple, customized roadmap views means the enterprise sales team sees enterprise-focused features, while the product team maintains a single source of truth internally.

Customer-Centric Development Workflow

Engineering teams often lose sight of why features matter. By tying development work back to specific user needs and customer feedback in Productboard, teams can see that a performance improvement addresses feedback from 15 customers, increasing motivation and ensuring work stays customer-focused.

Alternatives

Asana Pick Asana if you need broader work management beyond product development; Productboard is more specialized for product strategy and customer feedback.

Atlassian Jira Product Discovery Choose Atlassian if you're already invested in the Atlassian ecosystem and need tighter developer tool integration; Productboard excels at non-technical feedback consolidation.

airfocus Select airfocus for a lighter-weight, more affordable prioritization tool; Productboard offers deeper feedback aggregation and enterprise capabilities.

FAQ

What does Productboard do? +

Productboard is a product management platform that helps teams collect and consolidate customer feedback from multiple sources (support, sales, surveys, interviews), organize it by customer segment and use case, and use it to prioritize what to build next. The platform includes roadmap management, idea tracking, and audience-specific roadmap views for communicating strategy across organizations.

How much does Productboard cost? +

Productboard uses a per-maker pricing model. Free Starter plan available. Essentials at $19-25/maker/month, Pro at $59/maker/month (most common), Scale at $100/month, and Enterprise with custom pricing. Productboard Spark AI add-on costs $19/month annually with 250 credits per maker.

What are alternatives to Productboard? +

Asana (broader work management platform), Atlassian Jira Product Discovery (developer-integrated solution), airfocus (lightweight prioritization tool), Smartsheet (general project management), and Airtable (flexible no-code database for custom workflows).

Who uses Productboard? +

Mid-market to enterprise B2B SaaS companies with 50-200 employees and $10M-50M in revenue. Notable customers include Zoom, Microsoft, Salesforce, British Airways, Cartier, Autodesk, and Meltwater. Over 6,000 companies use it overall.

How does Productboard compare to Asana? +

Productboard is specialized for product management and customer feedback workflows, while Asana is a broader work management platform serving multiple teams. Productboard excels at unifying feedback from external sources and creating audience-specific roadmaps; Asana provides stronger general-purpose project tracking and team collaboration tools.

What is Productboard Spark? +

Productboard Spark, launched in October 2025, is an AI-powered product agent that automates product management workflows from customer discovery and competitive analysis through specification writing and launch orchestration. It's available to select beta customers and billed annually at $19/month with 250 credits per maker.