Despite Jira's popularity and widespread use, people have begun to look for alternatives for a variety of reasons.Jira can be pricey, particularly for bigger teams or organizations that require a lot of customization. Compared to tools that are simpler to use, the learning curve for new users may be steeper. While  Jira's user interface has changed over time, some users still think it is less user-friendly or more attractive than other innovative project management tools. New project management tools continuously appear on the market, offering innovative capabilities that set them apart from more established options like Jira. This is a result of the software industry's ongoing evolution.

https://rapidsmartsoftwares.com/why-people-move-towards-other-tools-rather-than-jira-in-2023/