Refined

What Refined does

Refined (legally RefinedWiki AB) is a privately held Swedish software company founded in 2009 and headquartered in Malmö, Sweden, with an engineering hub in Helsinki, Finland. The company builds no-code site-building applications that integrate with Atlassian Confluence and Jira Service Management (JSM), enabling organizations to transform default Atlassian workspaces into branded intranets, documentation sites, knowledge bases, and IT, HR, and external customer support portals without engineering resources. Its product suite spans Refined Sites for Confluence and Refined Sites for JSM as core products, the Macro Toolkit and UI Toolkit as add-on modules, and the Advanced Edition tier introduced in 2026 with AI-powered search, enhanced admin and security controls, and analytics. Refined is built natively on the Atlassian Forge runtime for cloud deployments, with parallel Data Center distributions for on-premise customers.

The company sells primarily through the Atlassian Marketplace on both Cloud and Data Center listings, using tiered subscription pricing scaled by user count, billed annually in advance, plus an add-on custom-domain subscription. Go-to-market combines product-led growth (30-day free trial without payment details), direct enterprise sales for larger deployments, and a global channel of verified Atlassian Solution Partners for implementation and customization. The customer base spans more than 5,000 organizations across 100 countries, supported by 15,000+ app installs and a 10M+ end-user reach, with named enterprise customers including NASA, IBM, Coca-Cola, Airbnb, Spotify, Samsung, Nvidia, Apple, Citibank, Santander, and Nationwide. The company operates with a team of approximately 60–70 employees, is led by CEO Emil Sjödin, and has historically grown in a bootstrapped manner with a 2022 growth funding round led by Standout Capital.

Name

Refined

Legal name

RefinedWiki AB

Website

https://refined.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Refined is a Swedish SaaS company that builds no-code site-building applications for Atlassian Confluence and Jira Service Management, enabling organizations to create branded intranets, documentation sites, knowledge bases, and IT/HR service desks without engineering resources.

Ownership category

akta.pro rank

Product category

Enterprise Collaboration Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Low-Code/No-Code Application Platforms (HDAEAKAA)

akta.pro secondary industries

Industry-Specific Low-Code Platforms (Vertical App Platforms) (HDAEAKAL), Process & Case Management Low-Code Platforms (HDAEAKAE), Data App Builders (Forms, Portals & Internal Tools) (HDAEAKAK)

Keywords

• Site building software
• Atlassian marketplace apps
• Confluence site builder
• Jira service management
• Enterprise intranet software

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. SaaS Subscriptions (Cloud): Subscription-based pricing for cloud apps sold through Atlassian Marketplace. Auto-renews until cancelled. Fees paid in advance.
2. Data Center Licenses: On-premise licenses for Data Center deployments with tiered pricing based on user count.
3. Custom Domain Subscriptions: Additional subscription service for custom domain configuration on Refined sites.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels11 records

Core offering

Refined develops and sells no-code site-building apps that transform Atlassian Confluence and Jira Service Management into custom-branded intranets, knowledge bases, documentation portals, and IT service desks. The products are distributed as installable apps via the Atlassian Marketplace, enabling organizations to build fully designed, corporate-branded sites on top of Atlassian platforms without writing code.

Product overview

Refined is a suite of site-building applications for Atlassian Confluence and Jira Service Management. The core products include Refined Sites for Confluence and Refined Sites for Jira Service Management (JSM), which enable users to create custom, branded intranets, documentation sites, knowledge bases, and support portals without code. These are complemented by two add-on toolkits for Confluence: the Macro Toolkit (providing interactive content macros) and the UI Toolkit (providing page designs and navigation). Refined also offers an Advanced Edition tier of its core Sites product that includes AI-powered search, enhanced security features, and advanced analytics. The company serves over 5,000 organizations across 100 countries with 10+ million end users worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Refined Sites for Confluence: Site-building app that transforms Confluence into custom, branded sites for intranets, documentation sites, and knowledge bases.
• Refined Sites for Jira Service Management
• Refined Macro Toolkit
• Refined UI Toolkit
• Refined Academy

Products and services

• Refined Sites for Confluence

Quantifiable outcome

• User tests show end users find it easy to engage with and access content
• +1 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Two partnerships are on record, tiered core and important.

• AtlassiancoreTechnology or IntegrationRefined is a native app provider on the Atlassian Marketplace, integrating deeply with Confluence Cloud, Confluence Data Center, Jira Service Management Cloud, and Jira Service Management Data Center. Products are distributed through Atlassian's platform.
• Atlassian Solution PartnersimportantChannel Partner/ Reseller/ DistributorGlobal network of verified Atlassian Solution Partners who help customers implement and customize Refined products. Partners assist with site-building, migration, and customization projects.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• K15t: Berlin-based Atlassian Marketplace vendor behind Scroll apps for Confluence (document management, publishing, and site experiences). Directly comparable as a Confluence-focused site/document toolmaker competing in the same Atlassian ecosystem.
• Stiltsoft: Atlassian Marketplace vendor building Confluence apps such as Table Filter and Charts, Profile+ and others. Comparable as a long-tenured Confluence add-on specialist serving similar enterprise documentation and knowledge-base use cases.
• Adaptavist: Large Atlassian Solution Partner and marketplace app vendor (ScriptRunner, Test Management, etc.) with a broad Confluence/Jira portfolio. Comparable because it operates in the same Atlassian ecosystem, selling both apps and services to enterprise customers.
• ServiceRocket: Global Atlassian Solution Partner and marketplace app provider with Confluence-focused products like Comala Document Management. Comparable as a peer marketplace vendor selling Confluence add-ons to enterprise customers.
• Communardo: German Atlassian Platinum Solution Partner with its own marketplace apps (e.g., Linchpin). Directly comparable as an Atlassian specialist offering intranets, knowledge bases, and Confluence-based site experiences.
• draw.io (diagrams.net): Atlassian Marketplace app for diagramming inside Confluence and Jira. Comparable as a high-traffic Atlassian-native app vendor competing for the same enterprise Confluence install base.
• Gliffy: Atlassian Marketplace diagramming app vendor for Confluence and Jira. Comparable as an established native Atlassian app vendor selling productivity add-ons to the same enterprise buyer.
• Tempo Software: Atlassian Marketplace vendor with portfolio apps for Jira (time tracking, planning, financial management). Comparable as a successful, scaled Atlassian-native app company demonstrating the marketplace's enterprise potential.

Broad incumbents

• Microsoft SharePoint: Microsoft's enterprise intranet, knowledge base and document management platform, widely deployed as part of Microsoft 365. Comparable as a broad incumbent alternative for intranets and documentation sites — the same primary use cases Refined targets.

Emerging players

• Notion: Modern workspace platform used for intranets, documentation, and knowledge bases. Comparable as an emerging all-in-one alternative increasingly competing for the same enterprise documentation/intanet budget that Refined targets on Atlassian.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/RefinedSoftware
• YouTubeyoutube.com/c/Refinedwiki
• Facebookfacebook.com/GoRefined
• LinkedInlinkedin.com/company/refinedsoftware
• Instagraminstagram.com/refinedsoftware

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Refined