When it comes to Atlassian licences, most businesses assume they’re getting a fair deal. After all, buying direct from Atlassian or through an approved Solution Partner should mean standardised, competitive pricing - right?

The reality is very different. Atlassian’s licensing model isn’t designed to maximise customer savings. It’s built to protect Partner margins and drive product sales. If you don’t understand how the system works, you’re almost certainly paying more than you should.

Here’s how it works: when businesses buy licences through an Atlassian Partner, that Partner is automatically designated by Atlassian as the Partner of Record. While it may seem harmless, this single rule undermines your ability to access the lowest licence prices, binding customers into a cycle of restricted, anti-competitive pricing.

• Renewal discounts are locked exclusively to the incumbent Partner, even if another Partner is willing to offer you better terms.

• Discounts are hidden behind Partner structures, controlled centrally by Atlassian.

• Switching Partners is difficult — customers often discover they can’t simply move to an alternative Partner offering deeper discounts on your licenses.

The result is a system that protects Partner profitability, not customer value.

For customers, this creates a number of problems:

• Lack of transparency: Most Atlassian customers don’t know whether their pricing reflects the best available discounts - they’re hidden by Partners to grow their margins.

• Missed savings opportunities: Renewals are locked, even if your usage changes or you’d benefit from restructuring your licenses.

• Frustration and wasted budget: Businesses end up paying Atlassian’s full list price (RRP) or receive only a modest discount, whatever an incumbent Partner decides to pass on.

In short, many organisations feel stuck, with little control over one of their largest software spends.

BFS levels the playing field. Backed by deep knowledge of Atlassian’s pricing systems - with experience selling Atlassian software since 2014 - and complete independence from Partner rules, BFS acts as an introductory service for businesses like yours. Think of us like a mortgage broker: we benchmark the market, then introduce you directly to the vendors offering the best terms.

As your licence broker, we:

• Benchmark Atlassian licence prices across multiple Solution Partners and Marketplace vendors.

• Fast-track Atlassian buyers to the best discounts - in real time, every time.

• Unlock preferential pricing opportunities around migrations, Cloud upgrades, and new purchases.

• Clarify where savings can be achieved, and when timing matters most.

• Connect you directly to the Partner offering the best price at that time.
  
  

BFS puts software buyers back in control - free from Atlassian’s opaque Partner rules - to secure the market’s lowest prices, unavailable anywhere else, at all times. Full stop.

Atlassian’s licensing model isn’t structured to deliver savings. Instead, it drives sales and safeguards Partner–reseller margins, while maintaining the illusion of competitive pricing for customers within a tightly controlled reseller marketplace.

If your team is buying licences directly from Atlassian.com or sticking with your incumbent Partner, make no mistake - you’re overspending. The good news? You don’t have to.

Exploring licence prices with BFS costs nothing and carries no obligation. We only earn a small fee once your licences are purchased, ensuring you always benefit from transparent, market-leading Atlassian pricing.