The Sembi brand builds on its proven global market results, delivering 226% ROI and $7M in quantified benefits for QA and DevOps leaders
Xray, a leading Jira-native test management platform, announced the expansion of its presence in the United States to support enterprise and mid-market organizations under increasing pressure to deliver software faster while providing quality, compliance, and measurable return on investment. Having established strong international adoption, Xray is deepening its focus on U.S. organizations operating in regulated and mission-critical environments, where QA and software testing are now firm drivers of key business outcomes.
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Xray is trusted by global enterprises across industries including finance, healthcare, manufacturing, and technology and utilized by teams at organizations such as Amazon, NASA, Apple, and BMW. Fortune 500 customers rely on the platform to manage millions of manual and automated tests each month while maintaining end-to-end traceability from requirements through release.
“Our team at BMW Group relies heavily on enterprise-ready, robust and mature software. After evaluating some competitors over a longer period, we finally decided for Xray,” said Michael Merwald, Test Manager at BMW Group. “This high-quality software supports agile development processes very well, integrates smoothly into Jira, and proves to be the missing part for testing in Jira in any aspect.”
Independent research from Forrester demonstrates the proven business impact of Xray’s approach: organizations using Xray achieved a 226% return on investment, more than $7 million in quantified benefits, and a payback period of approximately 13 months. These results reinforce a broader shift among QA and DevOps leaders toward solutions that connect quality practices directly to financial and operational outcomes.
Compliance and audit readiness remain a central focus for U.S. enterprises, particularly in highly regulated industries. Xray delivers full traceability across the testing lifecycle, enabling organizations to meet regulatory and governance requirements with confidence while reducing manual effort and audit complexity. Because Xray is built directly into Jira, quality data remains connected, transparent, and accessible, eliminating the silos and governance gaps often introduced by standalone testing tools.
Innovation also plays a key role in Xray’s continued growth. Earlier this year, the company introduced AI-powered, human-guided testing capabilities through its integration with the Sembi IQ platform. By embedding cross-brand intelligence directly into trusted workflows, Xray enables teams to accelerate test design and optimization while keeping expert judgment, oversight, and control at the center of every decision.
“As enterprise adoption accelerated across Europe, it became clear that organizations are no longer treating testing as an afterthought,” said João Valença, General Manager at Xray. “Across highly regulated industries, we’ve seen quality management become central to how businesses scale with confidence, speed, and accountability. Expanding our U.S. footprint marks an important step in Xray’s continued global growth and reflects our long-term commitment to helping organizations turn quality management into a true business differentiator.”
Xray completes the DevOps workflow, empowering teams to test and deliver the highest quality software at full speed. Seamlessly integrated into Jira, Xray supports the full testing lifecycle — from planning and execution to reporting — while offering AI-powered test design, automation integration, and scalable workflows.
Sembi empowers organizations with world-class solutions for product quality and security management. Our comprehensive suite of tools enhances testing, strengthens security, and ensures superior product performance. Focused on automation, enterprise-scale capabilities, and AI readiness, Sembi is shaping the future of software quality for over 20,000 customers worldwide.
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