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Top product talent and thinking, wherever it's needed

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Value Lab embeds senior product leaders into your team. We help you build better products, stronger teams, and smarter ways of working. From early stage to enterprise scale.

We place experienced product operators inside your team. From senior PMs to Heads of Product and VPs. People who own the work, ship the product, and build the capability around them.

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How we work

Stepping in as your product leadership. Embedding a strong PM into a squad that needs one. Sharpening how your team plans, prioritizes, and delivers. Coaching your existing leaders through a growth phase.

We figure out what the situation actually needs, then we do it. We don't just advise. We execute.

Professionals working

Who we are

We're a small team of senior product operators. We work embedded, not at arm's length.

Value Lab was founded by Maria Petrova and Janetta Ekholm.

Maria Petrova

15+ years of product leadership across fast-scaling tech companies including Smartly.io, Zalando, Supermetrics, and TWAICE.

Janetta Ekholm

Deep experience in agile delivery and product management from Futurice. Co-designed Finland's first PM curriculum at Aalto University.

Lauri Ikonen

Product builder and leader with 8+ years of B2B SaaS experience, former Group PM at Smartly.io. Experienced in working with high complexity tech products covering data and software integration as well as API management. Coordinated efforts of large scale multidisciplinary teams (50+ FTE)

Backed By

ValueLab is part of the Reaktor and Coventures ecosystem.

If you need senior product talent or want to level up how your team works, we'd love to help you.