An honest answer about why we're building something new in a space that already has great tools.
Why We're Building Something Different from Aha! and Productboard
If you've worked as a product manager, you've almost certainly come across Aha! or Productboard. They're solid tools. Many great teams use them, and they've shaped how modern product teams think about roadmaps and prioritization. So why build something new?
If you've worked as a product manager, you've almost certainly come across Aha! or Productboard.
They're solid tools. Many great teams use them, and they've shaped how modern product teams think about roadmaps and prioritization.
So why build something new?
This post is my honest answer.
Product Tools Are Powerful — but PM Work Is Still Too Manual
Aha! is strong at strategy and roadmaps. Productboard does a good job collecting user feedback and helping teams prioritize.
But after using these tools for years, one thing kept bothering me:
PMs still spend a huge amount of time doing manual work outside the system.
- Collecting feedback from different places.
- Re-reading the same issues over and over.
- Trying to explain why something should be a priority right now.
The tools help organize information, but the thinking part is still mostly on you.
That's the gap we decided to focus on.
We Didn't Replace PM Tools — We Built on Top of Them
One thing we were very intentional about: we didn't want to remove any of the core PM workflows people already rely on.
Roadmaps, requirements, feature lists, prioritization, status tracking— all of the basics are there.
If you want to manage your product the "traditional" way, you absolutely can.
The difference is that we added an intelligent layer on top of those workflows. Something that helps you analyze, connect dots, and make decisions faster, instead of just storing information.
A Quick Comparison
| Feature | Us | Aha! | Productboard |
|---|---|---|---|
| User feedback | Automatically collected and structured | Manual input or import | Supported, but largely manual |
| Insight discovery | AI surfaces recurring patterns | Not available | Partially manual |
| Prioritization | Dynamic models based on business context | Manual rules and scoring | Voting or fixed scoring |
| Documentation | PRDs and release notes generated automatically | Not available | Not available |
| Roadmaps | Generated and refined with recommendations | Manual | Manual |
| Core PM workflows | Fully supported | Supported | Supported |
We're not competing on checklists.
We're competing on how much thinking the system can actually help you do.
Prioritization Should Match Your Business — Not a Formula
This was a big one for me personally.
Every company I've worked with had a different way of deciding what mattered most. And that changed over time.
- Early-stage teams care about learning and speed.
- Growth-stage teams care about revenue and retention.
- Mature products care about stability, trust, and long-term strategy.
So we built prioritization around context, not a fixed framework.
Our system can take into account things like:
- CRM data: customer size, deal value, churn risk, key accounts
- Company OKRs and strategic focus
- User sentiment and the intensity of feedback
From there, it generates a prioritization model that fits your product at this moment. You can follow it, adjust it, or ignore parts of it—but you're no longer starting from scratch every time.
This Is What We're Trying to Solve
We're not trying to reinvent product management.
We're trying to make PM work feel less fragmented, less repetitive, and more focused on judgment instead of logistics.
If you're already using Aha! or Productboard and still feel like the hardest decisions happen in spreadsheets, docs, or your own head—that's exactly the problem we're building for.
And if that sounds familiar, we'd love for you to try what we're building.