Atlassian moves toward bundling on collaboration tools

Atlassian this week said it is starting to focus more on pushing out bundles of its collaboration tools, including Confluence, JIRA, and Loom, in an apparent move away from selling those apps as standalone products.

The company’s bundling strategy will revolve around the recently announced Teamwork Collection, which was unveiled in April at its Team ’25 conference.

“When we look at Teamwork Collection, that is our strategy moving forward,” Brian Duffy, the newly appointed chief revenue officer at Atlassian, said during an interview  at the William Blair 45th Annual Growth Stock Conference. “We will lead with Teamwork Collection and collections in general — that will be our de facto approach for our high-touch customers or our enterprise customers.”

The Teamwork Collection includes JIRA, which helps teams plan and track work; the Confluence platform for information exchange; and Loom for video communications.

In April, Atlassian bundled the products into Teamwork Collection as AI breaks down barriers to enable better collaboration across the platform. The company offers customers its Rovo generative AI tool for free.

“That means if customers currently have JIRA, they’re also moving forward going to have Confluence, and then there will be the opportunity for them to have Loom,” Duffy said.

Atlassian is making a larger push across the board in how it ships products. The company is also introducing other software collections that target different business and management processes. For example, the “Strategy” collection helps leadership teams analyze and execute strategies and manage talent and assignments.

The company has a strong footprint among IT buyers, especially in the software development productivity space, with 330,000 customers; it’s used by some 85% of Fortune 500 companies.

Atlassian sees bundling as a way to broaden its reach among existing customers. The current IT customer base can provide a springboard to reach new buyers that might include business leaders,such as human resources officers, chief strategy officers, and CFOs directly, Duffy said.

“It’s not going to be particularly easy. It will require hiring some new sellers to be able to have those conversations,” Duffy said.