What Fine Software does

Fine Software, operating commercially as JXL for Jira, is a Sydney, Australia-based software company (founded 2020, 1-10 employees) that builds an Atlassian Marketplace application transforming the Jira issue tracker into a spreadsheet-like work environment. The product combines an inline, full-featured spreadsheet editor with proprietary Jira-specific capabilities: JFL (Jira Formula Language) provides Excel-like formulas for calculating, transforming, and surfacing Jira data, while JFL Script adds JavaScript-based scripting for advanced automation. Core technical differentiators include cloud-first architecture with performant virtual scrolling for large work-item datasets, custom work-item hierarchies, conditional formatting, smart columns for time-in-status and SLA metrics, JQL-based scoping, and keyboard navigation. Data never leaves the customer's Jira site, addressing enterprise security requirements.

The product is offered in both Cloud and Data Center editions and is available on Atlassian Government Cloud. Distribution is primarily through the Atlassian Marketplace, where JXL is marked as a Bestseller, supplemented by self-serve product-led growth with a free tier for 1-10 users and a one-month free trial. Pricing follows a tiered, user-based subscription model billed via the Atlassian bill, with progressive volume discounts reaching 97% at 30,001+ users and a separate annual billing option at 16% discount. Customer segments span project managers, Jira administrators, developers, product managers, and IT support staff across industries including automotive, aerospace, biotech, financial services, and government — illustrated by named logos such as Rivian, IAEA, Clark, HeadSpin, SHOTOVER, and Comtech.

Fine Software operates as a product entity within Appfire, a Platinum Atlassian partner, with co-branding and shared distribution. The company has won the Atlassian Partner of the Year 2022 (Software Development) and was a finalist in multiple categories across 2022 and 2023. No external funding rounds, M&A activity, or revenue figures are disclosed in the available data.

Name

Fine Software

Legal name

Appfire

Website

https://fine.software

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Fine Software operates JXL for Jira, an Atlassian Marketplace bestseller that converts Jira into a spreadsheet-like work editor with inline editing, custom formulas (JFL), and JavaScript scripting (JFL Script), serving project managers, developers, IT support, and Jira admins globally via freemium and tiered subscriptions under parent Appfire.

Ownership category

akta.pro rank

Product category

Project Management Software / Atlassian Marketplace Apps

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

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

Keywords

• Jira spreadsheet plugin
• Work item management
• Atlassian marketplace apps
• Project management software
• Jira data visualization

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription - User-based Licensing: Tiered subscription model where pricing scales with user count. 1-10 users free, 11+ users paid via monthly or annual subscription. Volume discounts increase with user tier up to 97% discount for 30,001+ users. Paid via Atlassian bill.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Fine Software develops and sells JXL for Jira, an Atlassian Marketplace application that adds spreadsheet-like inline editing, bulk update, and custom table view capabilities to Jira's work item management. The product is sold as a tiered subscription with a free tier for up to 10 users and progressive volume pricing up to 30,001+ users, available in both Cloud and Data Center deployments. The company is built by Atlassian alumni and is recognized as a Bestseller on the Atlassian Marketplace.

Product overview

JXL for Jira is a single unified product available in Cloud and Data Center editions that transforms Jira into a spreadsheet-like experience. The core product (JXL for Jira) provides all-in-one work item editing and organization through customizable table views with inline editing, bulk updates, conditional formatting, and keyboard navigation. The product integrates two formula-related modules: JFL (Jira Formula Language) delivers Excel-like formula capabilities for calculating and transforming Jira data into realtime insights, while JFL Script extends this with JavaScript-based scripting for advanced automation and data manipulation. The Cloud edition offers a free tier for up to 10 users with tiered volume pricing up to 30,000+ users, while the Data Center edition supports up to 10,000 users per tier.

Differentiator

Problem solved

Functional benefit

Brands

• JFL (Jira Formula Language): Excel-like formulas and JavaScript-based scripting capabilities for Jira data
• JFL Script

Products and services

• JXL for Jira

Quantifiable outcome

• Hours saved per day for individual users
• +3 more outcomes

Named customers14 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

AI capability2 records

Feature11 records

Partnerships

Three partnerships are on record, tiered core and minor.

• AtlassiancoreTechnology or IntegrationJXL is an Atlassian Marketplace app that integrates with and enhances all Jira products. Runs on Atlassian infrastructure for both Cloud (marketplace billing) and Data Center deployments. JXL is available on Atlassian Government Cloud. The partnership includes co-selling through Atlassian's purchasing system where JXL is paid via the Atlassian bill.
• AppfirecoreStrategic or Co-development PartnerAppfire is the parent company of JXL for Jira. JXL branding appears alongside Appfire branding throughout the product site. Appfire is a Platinum Atlassian partner. JXL is listed as one of Appfire's products alongside the JXL branding.
• DeloitteminorChannel Partner/ Reseller/ DistributorDeloitte is referenced as a partner in the footer as a 2023 partner (Deloitte 2023). Specific nature of partnership not detailed but appears in context of platinum partner branding.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Asana: Asana is a leading work management platform competing for many of the same use cases JXL addresses. JXL customers cite Asana as a comparison point - JXL positions itself as making Jira usable enough to avoid switching to Asana.
• Smartsheet: Smartsheet is a spreadsheet-like work management and collaboration platform. JXL is positioned as enabling similar spreadsheet UX inside Jira at a fraction of Smartsheet's price - a comparison explicitly cited by JXL customers.
• monday.com: monday.com offers spreadsheet-like project management with customizable views and automations. Represents the broader spreadsheet-meets-project-management category in which JXL competes within the Jira ecosystem.
• Airtable: Airtable blends spreadsheet and database functionality for flexible work management. TechCrunch coverage of JXL explicitly framed it as 'the Airtable-ization of everything,' making Airtable a thematic competitor in spreadsheet-meets-project-management.

Direct peers

• Structure by ALM Works: Structure is a Jira marketplace app providing hierarchical project and portfolio management with custom work item structures. Directly comparable to JXL's custom work item structure and hierarchy features for organizing Jira data.
• Easy Agile: Easy Agile builds Atlassian Marketplace apps for agile workflows including user story mapping and team rituals. Like JXL, it enhances Jira with workflow and visualization features aimed at enterprise customers.
• Tempo: Tempo is a leading Atlassian Marketplace app delivering time tracking, resource planning, and project management for Jira. Like JXL, it is a top marketplace bestseller sold to enterprise Jira customers with workflow-enhancement positioning.
• BigPicture by SoftwarePlant: BigPicture is a Jira marketplace app for project, resource, and portfolio management with Gantt, roadmaps, and hierarchy. Competes in the same enterprise Jira enhancement category as JXL.
• ScriptRunner for Jira: ScriptRunner extends Jira with automation, scripting, and custom workflow capabilities. Directly comparable to JXL's JFL Script functionality for JavaScript-based scripting and process automation within Jira.

Others

• Atlassian: Atlassian is the platform provider whose Jira product JXL enhances. While not a direct competitor, native Jira features (list views, boards, bulk operations, queues) increasingly overlap with JXL's value proposition and represent the primary substitution risk.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Fine Software