Case Study: Billtrust achieves faster idea capture and unified product roadmaps with Aha!

Aha! improved the way we capture and respond to new ideas

Billtrust, a financial-services company that automates invoice delivery and payments, struggled with lost product ideas and poor visibility into what teams were working on or planning. Suggestions came from emails, calls, meetings and even hallways, creating a perception that ideas disappeared into a black hole, and the company needed a consistent intake, clearer communication of product direction, and a way to prioritize features against strategic goals.

Billtrust adopted Aha! across more than 15 product lines, using an ideas portal, central product records, and an Aha!-Jira integration to move approved features to development. The change brought transparency and alignment—product owners collaborate in one place, roadmaps are published as notebooks for broader visibility, and the company can now quickly capture and respond to suggestions while giving the organization a 6–12 month view of product plans.

Billtrust

Alex Ross

Director of Product Strategy