Atlassian is transforming the Marketplace ecosystem — with new security policies, branding requirements, a Cloud-first roadmap, and the formal sunsetting of both Connect and Data Center. For Atlassian Marketplace Partners, staying informed (and ready) is more important than ever.
This post summarizes key changes from 2025 and what they mean for your app roadmap in 2026.
1. Marketplace Security Review: A New Standard
Starting June 2025, Atlassian enforced a stricter App Security Review process to meet enterprise-grade standards.
Key updates include:
Mandatory security questionnaires (Forge, Connect, DC, 3LO)
Proof of vulnerability scanning (especially for DC apps)
Expanded Privacy & Security tab with required fields
In-product alerts for critical security risks
Blockers on onboarding if scanning fails
2. Stricter App Naming & Branding Policy
Atlassian tightened enforcement around Marketplace app naming to reduce misuse and confusion:
Real-time validation API to check naming compliance
Net-new apps blocked if they violate naming rules
Legacy apps given grace period to update
Common violations include using “Atlassian” inappropriately or mimicking core product names.
3. Connect End-of-Support: Transition to Forge
In 2025, Atlassian announced the formal end of support for Connect apps — the legacy Cloud development framework:
| MILESTONE | Date |
|---|---|
|
🚫 No new Connect apps accepted on Marketplace |
Sep 17, 2025 |
|
🛑 Official end-of-support for Connect framework |
Q4 2026 |
After Q4 2026, Connect-based apps may still technically function, but they will not receive security updates, platform fixes, or support. Partners relying on Connect — even for internal apps — are advised to migrate to Forge as soon as possible to avoid service disruption.
4. Data Center Marketplace Apps: End-of-Life Timeline
In September 2025, Atlassian formally announced the end-of-life for Data Center products — including third-party Marketplace apps.
| MILESTONE | Date |
|---|---|
|
No new DC apps accepted on Marketplace |
Dec 16, 2025 |
|
DC app sales stop for new customers |
Mar 30, 2026 |
|
Final EOL – all DC support ends |
Mar 28, 2029 |
Marketplace vendors should already be planning for:
Cloud migration options for existing DC users
Adjusted pricing and support policies
Discontinuing onboarding of new DC users
Explore the full DC EOL Hub → https://atlassian.com/migration/datacenter
5. Cloud GTM Enhancements for Atlassian Marketplace Partners
To support Cloud-first strategies, Atlassian launched several initiatives in 2025 that open up new revenue opportunities for app vendors:
Advanced App Editions (GA since May 2025)
Offer multiple app tiers (Standard / Advanced)
Customers can self-upgrade or upgrade via Solution Partners
Better reporting tools for evaluations and edition transitions
Isolated Cloud & Gov Cloud
Apps can now target regulated sectors (government, finance, healthcare)
Support for compliance and data residency requirements
Deployment model mirrors commercial Cloud for consistent UX
6. Cloud Sales Incentives
To strengthen Cloud app retention, Atlassian introduced a SPIFF for Strategic & Enterprise AEs:
$250K GMV → bonus eligibility
App must be included in the deal before closure
Encourages AEs to promote Marketplace apps during Cloud migration deals
→ Partners can benefit by keeping pricing documents and customer value stories ready for co-selling scenarios.
Action Plan for Marketplace Partners in 2026
Here’s a checklist to help you stay compliant and competitive in 2026:
1. Migrate Away from Connect & Data Center
Audit all Connect-based apps (public & internal)
Stop onboarding new DC customers (by Dec 16, 2025)
Start migrating to Forge and Cloud now to avoid last-minute disruption
2. Get Ahead on Security
Complete Atlassian’s new Security Questionnaires
Implement regular vulnerability scanning
Ensure your Privacy & Security tab is complete and up to date
3. Embrace Cloud-First Architecture
Launch Advanced App Editions
Prepare for Gov Cloud / Isolated Cloud compliance
Optimize Forge apps for scale and reliability
4. Support Atlassian GTM
Create and maintain sales-ready materials (1-pagers, pricing, docs)
Align with Atlassian sales for inclusion in strategic migration deals
Track your app’s performance in Marketplace Reports
5. Work with a Specialized Dev Team
Need help with Forge, Connect-to-Forge migration, or app compliance? We’ve helped dozens of Marketplace vendors modernize and scale their app offerings.
Contact us to get started.
Let 2026 be the year you future-proof your Marketplace presence — not just for compliance, but for growth.
