NEW YORK, Jan 2, 2026, 14:31 ET — Regular session
- JFrog shares fell nearly 7% as software stocks slid broadly in the first session of 2026.
- Barclays said JFrog lifted pricing on its self-hosted Enterprise X tier by about 6% starting Jan. 1.
- Investors are watching whether pricing holds through renewals ahead of an expected February earnings update.
JFrog Ltd shares fell nearly 7% on Friday, extending a sharp pullback that took the DevOps software maker below $60 a share during the session.
The decline matters because the stock has been treated as a “pricing power” story into year-end, a narrative that can fray quickly if broader software multiples come under pressure. It also comes at the very start of 2026, when investors tend to reset risk and rebalance portfolios.
A fresh note from Barclays underscored that pricing lever. But the market reaction showed traders are still demanding proof that higher list prices translate into durable subscription growth.
At 2:31 p.m. ET, JFrog shares were down 6.9% at $58.16, after opening at $62.98 and sliding as low as $57.18.
Barclays said JFrog raised the price of its self-hosted Enterprise X subscription tier by about 6% on Jan. 1, versus about a 5% increase in 2025, while its self-hosted Pro X plan did not change. Barclays reiterated an Overweight rating and a $67 price target. (An Overweight rating typically signals the analyst expects the stock to outperform its coverage universe.) 1
JFrog’s move tracked weakness across software shares. The iShares Expanded Tech-Software Sector ETF was down about 2.8%, while GitLab fell about 3.5%, Datadog slipped about 1.9% and Cloudflare eased about 0.5%.
The broader market was choppy to start the year, with investors weighing interest-rate expectations and upcoming economic data after 2025’s strong run. 2
JFrog entered 2026 after a steep 2025 rally, which can amplify day-to-day swings as investors lock in gains and reassess valuation. A Stocktwits Markets article this week put the stock’s 2025 return at roughly 122% heading into the final session of the year. 3
JFrog sells tools used by software teams to store, manage and secure “artifacts” — the packaged pieces of code that get built and shipped into production — a niche often described as part of DevOps, short for software development and operations.
In a Jan. 1 blog post, CEO Shlomi Ben Haim argued that “trust is the crucial, primary currency” in an AI-driven software industry and said pricing models will increasingly be tied to measurable customer value. 4
The next test for the pricing narrative is whether customers accept higher rates without a hit to renewals, an area closely watched for subscription businesses because it can drive future revenue visibility. Traders will also look for any quantified impact of the price changes on self-hosted demand.
