Atlassian Corporation (Atlassian) is a global technology company.
The company's deeply interconnected portfolio of apps, AI agents, and Collections, each with discrete value propositions, delivers solutions for software teams, IT operations and support teams, leadership, and business teams. It has put AI at the center of the company's portfolio to enhance teamwork for users across the company's apps and Collections for all teams. These apps, agents, and Collections are all built on the Atlassia...
Atlassian Corporation (Atlassian) is a global technology company.
The company's deeply interconnected portfolio of apps, AI agents, and Collections, each with discrete value propositions, delivers solutions for software teams, IT operations and support teams, leadership, and business teams. It has put AI at the center of the company's portfolio to enhance teamwork for users across the company's apps and Collections for all teams. These apps, agents, and Collections are all built on the Atlassian Cloud Platform and data model: a common technology foundation that seamlessly connects teams, information, and workflows throughout an organization.
The company's product-led philosophy prioritizes delivering high-value, competitively priced software at high volume, enabling it to go to market in a unique and efficient way. The company aims to grow its customer base, targeting small, medium, and large enterprises, and strategically expand its relationships with customers over time. To land new customers, it has engineered a frictionless flywheel with an emphasis on self-service, making it easy to try and get value first and foremost, and then virally expand within an organization. This allows the company's sales force to focus primarily on expanding and deepening strategic relationships with its existing large enterprise customers and also allows it to operate at an exceptional scale for an enterprise software company.
Strategy
System of Work
The company's system of work is a philosophy of how technology-driven organizations should work, connecting technology and business teams to accelerate progress and maximize team impact.
The company delivers this system of work through a connected portfolio of apps, agents, and Collections with discrete value propositions, all built on the Atlassian platform. By connecting teams on these apps and Collections, the Atlassian system of work gives all teams the right foundations so they can align work to goals, plan and track work, unleash knowledge across the organization, and, for the company's cloud customers, make AI part of the team.
Atlassian Cloud Platform
The Atlassian Cloud Platform underpins the company's cloud app portfolio, allowing it to provide unified experiences, standardized data, and common enterprise infrastructure across all apps and teams. It is designed to break down information silos with cross-product experiences and flexible integrations, and ensures that data remains secure, compliant, private, and available with enterprise-grade centralized admin visibility and controls. The platform enables modern and connected experiences across teams, tools, workflows, and data, including capabilities like AI, search, and automation. The comprehensive data model, or Teamwork Graph, unifies and standardizes data across Atlassian apps, third-party tools, and teams.
Platform Apps and Rovo
The platform app layer of the Atlassian Cloud Platform consists of a core set of apps designed to connect, align, and supercharge every team across the organization.
Rovo is Atlassian’s advanced AI offering, intends at enhancing teamwork by assisting teams in quickly locating the right information, understanding it deeply, and taking action using specialized out-of-the-box or custom-tailored agents. Rovo consists of three platform apps:
Rovo Enterprise Search: Delivers personalized results from Atlassian and connected third-party data sources with enhanced relevancy and speed.
Rovo Chat: Helps teams to leverage knowledge with first-party and third-party actions that integrate seamlessly into workflows, such as creating Jira issues, adding comments, sending Slack messages, or scheduling Google Calendar meetings.
Rovo Studio: Provides a unified app that enables users to create agents, automation, and apps for the new AI era, with or without code.
The platform app layer also includes apps like Home, Teams, Goals, Projects, Administration, and Analytics. These platform apps provide a unified, consistent experience and are deeply integrated to leverage shared data and context across all Atlassian and third-party applications.
The company's strategy is to build more common services and functionality shared across its platform. This approach allows the company to develop and introduce new features and apps faster, as it can leverage common foundational services that already exist. It also allows the company's apps to integrate more seamlessly with one another, and provides customers with better experiences when using multiple apps.
Product Strategy
The company has developed and acquired a broad portfolio of interconnected apps that help all teams, large and small, to plan, track, and complete their work in a modern way that is coordinated, efficient, and innovative—the Atlassian system of work. While each of the company's apps provides distinct functionality to the teams they serve, they share certain core attributes:
AI at the Center- The company has embedded AI capabilities at the center of its platform experience and across every app so its customers can unlock consistent, AI-powered productivity enhancements across their Atlassian and connected third-party applications. Centralizing AI in the company's platform enables seamless collaboration, actionable insights, and smarter automation for customers across their entire organization, delivering higher value. With AI at the center, the company can also rapidly deploy new features, leverage advancements in foundational models, and enhance performance so customers receive the most optimal experience and value.
Built for All Teams- The company's apps are singularly designed to help all teams work better together and achieve more. The company designs its apps to help its customers collaborate more effectively, work with greater transparency, and operate in a coordinated manner.
Easy to Adopt and Use- The company developed its apps to be both powerful and easy to use, as well as accessible from the internet so they can immediately be put to work. By reducing the friction that usually accompanies the software purchasing process and eliminating the need for complicated and costly implementation and training, the company believes it attracts more people to try, use, derive value from, and buy its software.
Versatile and Adaptable- The company designs simple apps that are useful in a broad range of workflows and projects. The company believes that its apps can improve any process involving teams, multiple work streams, and deadlines. For example, Jira, which enables software teams to plan, build, and ship code, is also used by thousands of business teams to manage non-technical workflows, such as product design, supply chain management, expense management, and legal document review.
Integrated- The company's apps are integrated, which means they are interconnected and designed to accelerate work between teams. For example, a developer using Bitbucket can initiate a change request that automatically appears in Jira Service Management for IT Operations to review, with context about that change linked on a Confluence page, enabling teams to deploy quickly while still managing risk. Or, a marketing leader can use Loom to turn their team’s campaign brainstorm meeting into notes and action items assigned on a Confluence page, which each owner can use to seamlessly create tasks requesting assets from a Product Design team in Jira, allowing teams to go from ideas to action quickly.
Open and Extensible with a Vast Ecosystem- The company is dedicated to making its apps open and interoperable with a range of other platforms and applications that customers use, such as Microsoft, Zoom, Salesforce, Workday, and Dropbox, as well as extensible with apps purchased from the Atlassian Marketplace. The company developed the Atlassian Marketplace to provide customers with a wide range of apps they can use to enhance its products, further increasing the value of the Atlassian platform. The Atlassian Marketplace features thousands of apps created by a growing global network of independent developers and vendors, and a platform that allows them to promote useful products for the company's users.
The company also offers multiple deployment options to meet a range of customer needs. Cloud is the company's primary commercial offering with a range of editions providing flexible plans, advanced administration, and robust security for most organizations. Atlassian Government Cloud, available in an early access program, is a dedicated environment designed for U.S. government agencies and contractors, meeting FedRAMP Moderate compliance standards. Atlassian Isolated Cloud, which was announced in fiscal year 2025, will provide a single-tenant environment with dedicated compute, storage, and networking for enterprises with the strictest data protection and regulatory requirements, ensuring maximum data isolation and control. The company also offers Data Center, a self-managed, enterprise-grade deployment option that allows customers to deploy and host Atlassian products on their own infrastructure.
Offerings
During fiscal year 2025, the company shifted from stand-alone products to a vision of apps, AI agents, and Collections. This shift represents a move from isolated, single-purpose software to integrated, modular solutions that can be easily added, updated, or removed within a larger platform. This transition enables greater flexibility, scalability, and customization for users, allowing them to tailor their digital environments to specific needs without the complexity of managing separate products from multiple vendors.
Apps
The company offers a range of team collaboration apps in the cloud, increasingly organized for buyers by the teams they serve and the value they provide in team-focused Collections. They include:
Jira, a flexible project management platform for planning, tracking, and managing work across technical and business teams.
Confluence, a connected workspace for creating, organizing, and sharing team knowledge, documents, and collaboration content.
Loom, an asynchronous video communication tool for quickly recording and sharing videos to enhance team collaboration.
Jira Service Management, an intuitive service management solution for IT, HR, and other teams to deliver high-velocity support and manage service requests.
Rovo, an advanced AI offering that enhances teamwork by assisting teams with its Search, Chat and Agent capabilities.
Bitbucket, a git-based source code management platform for professional development teams to collaborate on and deploy code.
Compass, a developer portal that provides a unified view of engineering components, helping teams track, manage, and improve their software architecture.
Jira Product Discovery, a tool for capturing, prioritizing, and road mapping product ideas to align stakeholders and drive impactful product decisions.
Jira Align, an enterprise agility solution that connects business and technology teams to align strategy with execution at scale.
Focus, a strategy hub for leadership teams to define, manage, and visualize goals, work, and investments aligned to strategic priorities
Talent, a strategic workforce planning app to ensure the right people are working on the right priorities for organizational success.
The company also offers additional apps including Trello, an AI-powered personal productivity tool, and Guard, an app for detecting and responding to security threats across the organization. Subscriptions for each of the company’s apps can be purchased individually or as part of a Collection. Rovo is included in the subscriptions of Jira, Confluence, and Jira Service Management apps, as well as in each of its Collections.
Agents
The company believes that the AI era will usher in more opportunities to create agents to help automate the rote work to be done. Agents are AI-powered virtual teammates that automate tasks, solve complex problems, and assist in decision-making by leveraging an enterprise’s data. Agents can be accessed out-of-the-box, custom-built with the company's no-code interface, or purchased from the Atlassian Marketplace to streamline workflows, generate content, and provide expert insights across a variety of business functions. By seamlessly integrating with teams, agents allow AI and people to work side by side—amplifying human expertise, accelerating decision-making, and enabling teams to focus on higher-value, creative, and strategic work. This synergy between AI and human interaction not only boosts productivity but also empowers teams to achieve outcomes that would be difficult to reach independently. Collaboration across teams will become more imperative, and the company offers apps and collections to enhance human and AI collaboration.
Collections
Collections represent a carefully curated set of apps and agents built on the Atlassian Cloud Platform and are designed to solve a set of complex tasks. The Collections available include:
Teamwork Collection, which includes Jira, Confluence and Loom apps. These, along with Rovo teamwork agents, provide a common language of collaboration for all teams. It is the foundation of the company’s system of work and helps every team in an organization plan and track work, align work to goals, and unleash knowledge.
Strategy Collection, which includes Jira Align, Focus, and Talent apps, is the company’s first specialized Collection. It is purpose-built for enterprise leaders and decision-makers in technology-driven organizations to provide a clear view of the most important priorities and ensure their teams are driving towards the highest value outcomes.
Data Center Products
The company offers team collaboration products on its Data Center deployment option, such as Jira, Confluence, Jira Service Management, Bitbucket, Crowd, and Bamboo. Many of these products perform similar functions as their cloud app equivalents, but do not have the enhanced capabilities of AI, Rovo, advanced analytics, and automation, or the benefits of continuous innovation and seamless integration that the Atlassian Cloud Platform provides.
Sales and Marketing
Distribution Model
The company's go-to-market approach is driven by the strength and innovation of its platform, apps, and the market opportunity. The company's model focuses on a land-and-expand strategy, with automated and low-touch customer service, superior product quality, and transparent pricing to land new customers and the initial expansion to new users and teams. This means lower customer acquisition costs and go-to-market expenses for new customers and initial expansions. In addition to its powerful flywheel motion, the company has strategically grown its sales team to focus on expanding the relationships with its existing customers, particularly large enterprises.
For the company's flywheel motion, it primarily relies on word-of-mouth and low-touch demand generation to drive trial, adoption, and initial expansion of its apps. For the company's sales-led motion, it relies on a combination of field sales, solution sales, and a global network of channel partners to expand its presence within its enterprise customer base.
Sales
The company lands and initially expands with new customers primarily through its flywheel sales motion, leveraging its website as the primary forum for new customer engagement and support for thousands of commercial transactions daily. By focusing on an automated, easy-to-use web-based purchasing process that allows payment via credit card or bank/wire transfer, the company enables customer self-service and data-driven targeting.
The company expands the relationships with its largest existing customers primarily through its direct sales force. The company's sales team primarily focuses on customer-centric selling by understanding the unique needs, challenges, and goals of its existing enterprise customers. It expands these relationships by selling to more teams within an organization, selling additional apps to existing users, and upgrading customers to the higher-value editions or Collections of its cloud software.
The company also has a global network of solution partners with unique expertise, services, and products that complement the Atlassian portfolio, such as deployment and customization services, localized purchasing assistance around currency, language, and specific in-country compliance requirements. The company has sales programs and teams that focus on supporting its solution partners, tracking channel sales activity, supporting and servicing its largest customers by helping optimize their experience across the company's product portfolio, helping customers expand their use of its apps across their organizations, and helping evaluators learn how they can use the company's tools most effectively.
Marketing
The company's marketing efforts focus on growing the company's brand, building broader awareness, and increasing demand for its apps and Collections, particularly with enterprise customers. The company invests in brand and product promotion, demand generation through direct marketing and advertising, in-person customer events, strategic partnerships, industry analyst relations, and content development to help educate the market about the benefits of its apps. It also leverages insights gathered from its users and customers to improve its targeting and, ultimately, the return on investment from its marketing activities.
Seasonality
A higher percentage of customer sales are executed in the second and fourth quarters of the company’s fiscal year (As of June 30, 2025).
Intellectual Property
The company registered ‘Atlassian’ as a trademark in the United States, Australia, the EU, Russia, China, Japan, Switzerland, Norway, Singapore, Israel, Korea, and Canada, as well as other jurisdictions. The company has also registered or filed for trademark registration of product-related trademarks and logos in the United States, Australia, the EU, Brazil, Russia, India, and China, and certain other jurisdictions.
As of June 30, 2025, the company had 569 issued patents and approximately 415 applications pending in the United States. The company also has a number of patent applications pending before the European Patent Office.
The company is the registered holder of a variety of domain names that include ‘Atlassian’ and similar variations.
History
Atlassian Corporation Plc was founded in 2002. The company was incorporated in the United Kingdom in 2013.
