JFrog Ltd. (FROG) brands itself the “Liquid Software” company, and in this episode we unpack how a 2008 Israeli startup turned its Artifactory idea into a mission-critical platform for managing the software supply chain. They’ve built a SaaS-focused, land-and-expand model that supports both on‑prem and cloud environments—appealing to large, hybrid enterprises that need a neutral, universal source of truth for binaries and artifacts. JFrog’s strengths are its deep DevOps pedigree and platform neutrality, and it’s pushing into adjacent hot areas like DevSecOps and MLOps. But it faces a crowded field—everything from Sonatype to GitHub/GitLab and cloud giants that can bundle competing tools—so pricing pressure, execution risk in new product areas, and dependence on enterprise IT buying cycles are real concerns. Is JFrog a durable infrastructure champion or another specialist forced to fend off ecosystems with far bigger pockets?

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