After a Decade of Bootstrapping, Refined Adds a Growth Partner

Today marks a new chapter in Refined's history. We’re excited to announce that we’re partnering with Stockholm-based growth equity fund Standout Capital to accelerate our growth as the leading site-builder for Atlassian Confluence and Jira.

Since we started Refined over a decade ago, we have grown our business organically. What started out as a theming app for Confluence is now a global business with more than 4,000 customers, including some of the world’s best-known brands like Apple, Spotify, Airbnb, NASA and more.

Our product-led growth strategy, talented employees and strong company culture have been cornerstones of our success. The latter has developed into something we call the Refined Code, and we are very proud of its emphasis on ownership, collaboration and humility.

To compete globally, we made the decision a couple of years ago to focus on one product: our site-builder we call Refined. Since then, all resources have gone toward Refined and furthering our mission to help companies to do more with their Atlassian tools. Today Refined is powering thousands of intranets, documentation sites, knowledge bases, and help and support desks around the world—each one uniquely tailored to the needs of its user base. 

Since joining the Atlassian Ecosystem in 2009, we have seen tremendous growth of both Atlassian and app-builders on the Atlassian Marketplace. Now is the time for Refined to take on a partner to help us navigate the growth. Standout Capital’s commitment to growth, their experience in B2B ecosystems, and their talented staff was very compelling to us. Standout will join Refined as a minority shareholder.

We are very excited to enter into this partnership. We think it’s the key to cementing our position as the leading Atlassian site-builder, to growing our company in a smart and sustainable way, and to ensuring that the next decade at Refined is as transformational as the last. 

Happy site building,

Emil & Jimmy

Co-Founders, Refined