Meet the Twinit Team Heading to Team'26 Europe 🇳🇱

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Eight people, one booth, three days in Amsterdam. This is not a small trip for us. ✈️

Team'26 Europe runs October 6 to 8, and Twinit is going as a Select Sponsor. 🏆 That's not a line we're throwing in for flavor. It means we're one of a limited number of companies Atlassian is putting front and center at the biggest Atlassian event on the European calendar. We didn't want to show up with a banner and a bowl of mints. We're bringing the entire team who actually builds the thing, and we're going to talk about migration in more depth than a booth conversation usually allows.

So let's talk about why that matters, because "we do migrations" undersells it badly.

Why Jira Assets migration is harder than it looks on a slide 🧩

Every vendor's migration pitch sounds the same: "seamlessly move your data to Cloud." Here's what that sentence is quietly skipping over.

An Assets/CMDB schema isn't a spreadsheet. It's a web of object types, custom fields, icon mappings, and relationships between objects that other objects depend on. When a native migration tool moves that schema, it's making thousands of small decisions about how to translate that structure, and one wrong decision doesn't throw an error. It just quietly breaks a reference somewhere, and you find out three weeks later when an automation rule stops firing and nobody can figure out why.

The part that actually causes the damage 💣: object keys. Most migration paths regenerate them during the move. That means every automation rule, workflow condition, and integration that was pointing at a specific object by its key is now pointing at nothing, or worse, at the wrong thing. This is the single most common cause of "the migration technically worked but everything feels subtly broken now."

Add in attachments that go missing without any error message, custom field data that gets silently dropped during field mapping, and zero ability to do a dry run before you commit, and you understand why "just migrate it" is doing a lot of heavy lifting in most vendors' marketing copy.

Why we're the ones worth cornering about this 🎯

Twinit is an Atlassian Partner, and Insight Assets Backup & Migration exists because we got tired of watching native tooling lose Assets data and calling it done. We migrate object schemas with their original object keys intact. Not regenerated, not remapped after the fact. The same keys your automation rules already depend on keep working after the move, because they were never touched in the first place.

That's not a slogan. It's an architectural decision, and it's the reason eight of us are flying to Amsterdam instead of sending a banner.

Who you'll actually find at Booth 106 📍

This year the booth has the real team behind it, not reps reading from a script:

🚀 The one who's seen every migration go wrong (and right). Our Migration Lead has walked more Jira instances through a Cloud move than anyone else on the team. Ask about the migration they almost didn't catch in time. There's always one.

🧠 The one who lives in the Assets schema. Thinks in object relationships the way most people think in to-do lists. Bring your worst duplicate-fields story. They've heard worse.

🎧 The one who answers the support tickets you're too embarrassed to send. Has heard every version of "wait, does backup cover that too?" Ask what the most common post-migration surprise is.

🗺️ The one building what's next. Ask about roadmap, or the feature nobody's requested yet but everyone will need once they see it.

📰 The one who reads the Atlassian changelog so you don't have to. Forge deadlines, Connect sunset dates, API changes. If it affects your migration timeline, they already know.

⚙️ The one who's automated things you'd rather not automate by hand. Workflow rules, automation logic, the stuff that breaks first when object keys shift. This is the person who explains why that matters, calmly, possibly with a diagram.

💡 The one who started this because native tooling kept losing data. Ask why object key preservation became the whole point of the company.

🐈‍⬛ The one making sure you actually find us. Running the booth, handing out swag, and very possibly wrangling a Cosmic Cat scavenger hunt. Ask about the Migration Partner Network, or just say hi.

Why we're doing it this way 🤝

Booth conversations are usually a pitch wearing a lanyard. We'd rather ours be an actual conversation with the person who wrote the migration engine, not someone reciting talking points they memorized that morning. That means you can ask a genuinely hard question about your own migration and get a specific answer instead of a deflection.

If you're heading to Amsterdam, stop by Booth 106. 📍 Bring a hard question. We've got eight people and at least one good story apiece. 🎤

Want to see the actual product before you're standing in a booth crowd? 👉 Insight Assets Backup & Migration on the Atlassian Marketplace →

Prefer to skip the booth line entirely? ⏭️ Book a Meeting