TL;DR: Jira Product Discovery publishes Free for up to 3 creators and Standard from $10 per creator / month. Productboard publishes Free plus Plus from $19 per maker / month billed annually ($25 monthly). Aha! Roadmaps publishes Premium from $59 per user / month billed annually. airfocus and ProductPlan are quote-led on current pricing pages. Order follows public $0 / published price first, quote-led last.
Product management software captures feedback, prioritizes ideas, and publishes roadmaps that engineering and go-to-market can follow. It is not a full agile delivery suite and it is not a generic project board, though several vendors sell adjacent whiteboards or Jira links.
Every entry uses the same fields: published pricing, free plan or trial, core focus, and the main limitation. The order below is not a quality ranking. Public $0 / published price first, quote-led last.
Product management software compared at a glance
| Provider | Published pricing | Billable seat | Best for | Link |
|---|---|---|---|---|
| Jira Product Discovery | Free for up to 3 creators. Standard $10 / creator / month. Premium $25 / creator / month. Enterprise quote. Contributors free. Annual discount advertised up to 17%. | Creator (not every Jira user) | Teams already on Jira that want idea capture without extra engineering seats | Visit β |
| Productboard | Official Spark billing FAQ (Sep 2026): Free $0 (50 AI credits/mo). Plus $25 monthly or $19 / maker / mo annual. Business $75 monthly or $59 / maker / mo annual. Enterprise custom. | Maker | Product orgs that want a feedback repository plus published maker math | Visit β |
| Aha! Roadmaps | Official Roadmaps page: Premium from $59 / user / month (annual; monthly list higher). Enterprise from $99 / user / month. Enterprise+ from $149 / user / month. 30-day trial. | Paid Roadmaps user (viewers free on higher plans) | Strategy-to-roadmap teams that want a public per-user ladder | Visit β |
| airfocus (by Lucid) | Official pricing page: Professional and Enterprise are βRequest pricing.β Unlimited free contributors advertised. No current public starter dollar amount. | Paid editor (contributors free) | Teams that will trade a sales cycle for prioritization and Lucid adjacency | Visit β |
| ProductPlan | Official page is demo-led βone planβ with unlimited viewers. No self-serve list price on the current pricing URL. | Quote (historically editor-based) | Orgs that want white-glove onboarding and a single connected roadmap system | Visit β |
Official Productboard Spark FAQ, Aha! Roadmaps pricing, Atlassian JPD materials, airfocus.com/pricing and ProductPlan pricing were reviewed on 1 October 2026. Confirm maker versus creator definitions on the live pages.
A maker, a creator, and a workspace owner are different billable units. Count only people who edit the system of record.
How product management software is bought in 2026
Small product squads start on Free JPD or Productboard Free and add paid makers when portals and AI credits matter. Mid-market teams buy per-user roadmapping (Aha!) when strategy artifacts must live in one vendor. Quote-led suites appear when portfolio governance, SSO, and professional services sit on the same paper.
The 5 providers in detail
1. Jira Product Discovery
Best for: Atlassian shops that can keep engineering on free contributor access and pay only for product creators.
| Published pricing | Free: up to 3 creators. Standard: $10 per creator / month. Premium: $25 per creator / month. Enterprise: sales, annual. Contributors are not billed. |
| Free plan / trial | Free forever for 3 creators; Premium 30-day trial advertised |
| Core focus | Ideas, insights, roadmaps that promote into Jira work items |
| Main limitation | Deep planning across many teams still leans on Jira Premium Plans, a separate SKU |
- Atlassian bills creators, not every Jira seatβuseful when 50 engineers only comment.
- A list-price change for JPD Standard/Premium is scheduled for 13 October 2026 PT on Atlassianβs future-pricing pages; confirm the live calculator after that date.
- Storage, automation rule caps, and 24/7 support are the Premium differentiators on the comparison table.
View Jira Product Discovery pricing β
2. Productboard
Best for: Teams that want published per-maker prices and a feedback repository with Product Portal.
| Published pricing | Free $0 (50 Spark credits/mo). Plus $19 / maker / mo annual or $25 monthly (250 credits/maker). Business $59 / maker / mo annual or $75 monthly (500 credits/maker). Enterprise custom (1,500 base + 800 / maker credits on the Spark FAQ). |
| Free plan / trial | Free plan plus trials on paid rows |
| Core focus | Insights, portals, prioritization, roadmaps |
| Main limitation | Business and Enterprise rows carry maker minimums; AI credits are a second meter |
- Spark credit top-ups are published ($5 per 50-credit monthly bundle on paid plans).
- Contributors and viewers are broadly free; makers with edit rights drive the invoice.
- Salesforce, SCIM, and extra portals sit on Enterprise paper in the public matrix.
View Productboard Spark pricing FAQ β
3. Aha! Roadmaps
Best for: Product leaders who want strategy, roadmaps, and bundled Ideas/Whiteboards/Knowledge essentials on a public per-user card.
| Published pricing | Premium from $59 / user / month billed annually (monthly list shown higher on the official card). Enterprise from $99. Enterprise+ from $149. Discovery Advanced add-on $40 / Discovery user / month (min 3) on the same page. |
| Free plan / trial | 30-day trial; no perpetual free Roadmaps tier |
| Core focus | Strategy through releases, ideas portals, AI assistant |
| Main limitation | Bill scales with paid product users; advanced research is a separate Discovery SKU |
- Roadmaps bundles Ideas, Whiteboards, and Knowledge essentials on the current product page.
- Enterprise advertises unlimited free reviewers/viewersβonly owners and contributors are paid.
- Startup pack eligibility is called out for early-stage companies on the pricing page.
View Aha! Roadmaps pricing β
4. airfocus
Best for: Product teams that want prioritization frameworks and unlimited free contributors and will accept a quote.
| Published pricing | Request pricing for Professional and Enterprise. No current public per-seat dollar on airfocus.com/pricing. |
| Free plan / trial | Demo / sales path; do not assume a self-serve free tier from the live page |
| Core focus | Prioritization, roadmaps, feedback routing, Lucid family |
| Main limitation | You cannot budget from a list price without a conversation |
- Unlimited free contributors and workspaces are the public cost-control lever.
- OKRs and SAML are called out as Enterprise or add-on items on the comparison matrix.
- Startup, nonprofit, and education pricing is offered via sales per the FAQ.
5. ProductPlan
Best for: Organizations that want a single βeverything includedβ roadmap platform with white-glove onboarding and unlimited viewers.
| Published pricing | Demo-led. Official page does not publish a self-serve starter price. |
| Free plan / trial | Consultation / demo; confirm any trial in writing |
| Core focus | Roadmaps, portfolio views, research and idea capture in one system |
| Main limitation | No apples-to-apples list price versus JPD or Productboard Plus |
- Viewers are described as always includedβthe quote is not meant to tax every stakeholder.
- SSO, onboarding, and live support are packaged in the single commercial plan narrative.
- Ask whether the quote is editor-based or organization-based; historic third-party tables are stale.
Kurums Match: which product tool fits?
Already on Jira, few PMs β Jira Product Discovery Free or Standard.
Feedback portal + published maker price β Productboard Free then Plus.
Strategy + roadmaps on a public per-user card β Aha! Roadmaps Premium.
Prioritization + unlimited free contributors, sales-led β airfocus.
White-glove single-plan roadmap suite β ProductPlan quote.
Buying tip: Count editors only. Then add AI credit overages (Productboard Spark, Aha! assistant usage if metered later). A $10 JPD creator can be cheaper than a $19 Productboard makerβor notβonce portals and research add-ons land on the same invoice.
How this comparison was put together
Official Productboard Spark FAQ, Aha! Roadmaps, Atlassian JPD, airfocus and ProductPlan pricing pages were checked on 1 October 2026. Quote-led tools are labeled as such. No quality ranking badges are applied.
FAQ
Who is a Jira Product Discovery βcreatorβ?
Someone who creates and manages ideas, fields and views. Contributors with Jira access are free on Atlassianβs published model.
Does Productboard Free include Spark AI?
Yes, with 50 credits per month on the official Spark FAQ. Paid plans raise the allowance per maker.
Is Aha! Discovery included in Roadmaps?
Essentials of Ideas, Whiteboards and Knowledge are bundled. Discovery Advanced is a priced add-on on the Roadmaps page.
Why are older $39 ProductPlan screenshots ignored?
The current official page is quote-led. Do not reuse a third-party archive as list price.
Related: Best OKR Software 2026 Β· Best Customer Feedback Software 2026 Β· Best Project Management Software 2026
Last updated: 1 October 2026. Packaging changes; always verify with the vendor before purchase.
Discover more from Kurums | Business Intelligence
Subscribe to get the latest posts sent to your email.